[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fjonathan-theuring":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":188,"head_links":191,"breadcrumbs":176,"posts":195,"pages":171,"head":1470},"Jonathan Theuring","","I'm a Associate Director (SEO) at Impression, where I plan and execute effective strategies that deliver growth for my portfolio of clients.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":40,"page_content_modules":95,"hero":172},"\u003Cp>Associate Director, SEO. Joined Impression in July 2019.\u003C\u002Fp>\n\u003Cp>I was an aspiring journalist as a school-leaver, completing an internship at Beijing-based magazine, The World of Chinese. From here, I went on to study English at Durham University and then a Marketing MSc at The University of Nottingham. I kept up my journalistic ambitions throughout this time, writing for several different student newspapers and online publications.\u003C\u002Fp>\n\u003Cp>It was during my master’s degree that I became switched on to digital marketing and SEO in particular. Alongside my studies, I took a voluntary role supporting a local wedding and events company, then joined Impression part-time whilst writing my MSc dissertation in July 2019. I was employed by the agency on a full-time basis two months later, and went on to progress from my entry-level role up to my current position.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fstrong>I will always be proud of having secured a role at Impression and getting promoted to where I am today. Outside of work, though, I’d say that winning a Faculty Academic Excellence Award on my MSc Marketing course is one of my proudest accomplishments.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fstrong>I’ll often be found out with friends, playing games, or chilling at home with my partner and our cats.\u003C\u002Fp>\n","Associate Director, SEO",[13,30],{"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":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},113,"98","2020-12-16 14:38:35","Content Strategy","publish","closed","content-strategy","2025-09-10 10:11:57",65,"\u002F?page_id=113",0,"page","0","raw","\u002Fseo\u002Fseo-content-agency\u002Fcontent-strategy\u002F",{"page":31,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},44,"2020-03-12 15:15:01","SEO Consultancy","seo-consultancy","2025-09-10 08:24:23",35,"\u002F?page_id=44","\u002Fseo\u002Fseo-consultancy\u002F",{"ID":41,"id":41,"title":42,"filename":43,"filesize":25,"url":44,"link":45,"alt":5,"author":46,"description":5,"caption":5,"name":47,"status":48,"uploaded_to":25,"date":49,"modified":49,"menu_order":25,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":54,"height":55,"sizes":56},6332,"Jonathan-Theuring","6bhGbuWP-Jonathan-Theuring.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&q=90","\u002Fjonathan-theuring\u002F","33","jonathan-theuring","inherit","2021-05-21 13:37:35","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":61,"medium_large":62,"medium_large-width":63,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":73,"post-thumbnail":74,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":77,"12_col-width":78,"12_col-height":79,"default_landscape":80,"default_landscape-width":81,"default_landscape-height":55,"default_portrait":82,"default_portrait-width":55,"default_portrait-height":81,"6_col_and_margin_short":83,"6_col_and_margin_short-width":75,"6_col_and_margin_short-height":79,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":79,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":79,"staff_image_696_600":91,"staff_image_696_600-width":54,"staff_image_696_600-height":55,"rectangular_thumbnail":92,"rectangular_thumbnail-width":93,"rectangular_thumbnail-height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[96],{"acf_fc_layout":97,"reduced":98,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":99,"posts":100},"author_posts",true,"Jonathan Theuring’s posts",{"data":101,"pages":171},[102,116,128,140,150,162],{"type_key":103,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":113},"post","Schema markup: The definitive guide","\u003Cp>Have you ever wondered how some websites appear in search results with rich snippets, including star ratings, reviews, or event details? The secret sauce behind these informative snippets is schema markup, also known as structured data. In this guide, we’ll delve into the world of schema markup, exploring its benefits, different types, and how to […]\u003C\u002Fp>\n","\u002Fblog\u002Fschema-markup-the-definitive-guide\u002F","2026-06-17T10:00:34",28,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fferenc-almasi-HfFoo4d061A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":4,"image":112},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":115},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":103,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":121,"image":122,"authors":123,"category":125},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124],{"name":4,"image":112},{"to":126,"name":127},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":103,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":133,"image":134,"authors":135,"category":137},"March 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search. The search landscape continues to shift toward a more AI-driven, guided, and personalised experience. Google is testing deeper AI integration, from headline rewrites that reshape how content appears to guided research journeys that reduce the need to explore results manually. […]\u003C\u002Fp>\n","\u002Fblog\u002Fmarch-2026-google-algorithm-and-search-industry-updates\u002F","2026-04-15T11:48:14",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frod-long-aJvSX36kweg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[136],{"name":4,"image":112},{"to":138,"name":139},"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"type_key":103,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":149},"Guide to Bing Webmaster Tools for 2026","\u003Cp>Bing Webmaster Tools is Bing’s equivalent to Google Search Console. It offers a wide variety of functionalities, allowing the user to analyse organic traffic rom Bing by keyword and page, explore and control how Bingbot is crawling your site, and plenty more. Bing may not have the largest market share, but its influence is growing […]\u003C\u002Fp>\n","\u002Fblog\u002Fguide-to-bing-webmaster-tools\u002F","2026-03-27T14:02:36",17,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fhoward-bouchevereau-RSCirJ70NDM-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[148],{"name":4,"image":112},{"to":114,"name":115},{"type_key":103,"title":151,"excerpt":152,"to":153,"postedAt":154,"readingTime":155,"image":156,"authors":157,"category":159},"Guide to Search Generative Experience (AI Overviews) in 2026","\u003Cp>Search Generative Experience (SGE) was first announced in 2023, and then officially rolled out as AI Overviews (AIO) on 14th May 2024. It uses advanced machine learning techniques to generate organic search results and recommendations that are tailored to the specific needs and preferences of individual users. Traditional search engines use keyword, site speed and […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-generative-experience-generative-ai-sge-guide\u002F","2026-04-13T10:01:46",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[158],{"name":4,"image":112},{"to":160,"name":161},"\u002Fblog\u002Fcategory\u002Fai\u002F","AI",{"type_key":103,"title":163,"excerpt":164,"to":165,"postedAt":166,"readingTime":155,"image":167,"authors":168,"category":170},"November 2025 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search. Google layered its systems with quieter but meaningful upgrades: Search Console gained future-dated annotations, letting teams map upcoming changes directly onto performance timelines, and a new branded-queries filter to clarify when an audience is searching for you rather than merely […]\u003C\u002Fp>\n","\u002Fblog\u002Fnovember-2025-google-algorithm-and-search-industry-updates\u002F","2025-12-10T15:06:19","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002Fsajad-nori-q33cqE_Luto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[169],{"name":4,"image":112},{"to":138,"name":139},"7",{"type":173,"style":174,"title":175,"heading":4,"intro":10,"services":12,"breadcrumbs":176,"photo":57,"social":188},"author","dark","Meet the Team",[177,180,183,186],{"path":178,"name":179},"\u002F","Home",{"path":181,"name":182},"\u002Fabout\u002F","About Us",{"path":184,"name":185},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":187,"name":4},null,{"twitter":189,"linkedin":190},"https:\u002F\u002Ftwitter.com\u002Ftheuring_seo","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fjonathantheuring\u002F",[192],{"rel":193,"href":194},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002F",[196,521,716,905,1093,1283],{"id":197,"date":198,"date_gmt":198,"guid":199,"modified":107,"modified_gmt":107,"slug":201,"status":19,"type":103,"link":106,"title":202,"content":203,"excerpt":206,"author":207,"featured_media":208,"comment_status":20,"ping_status":20,"sticky":205,"template":5,"format":209,"meta":210,"categories":212,"collections":214,"coauthors":215,"class_list":217,"acf":226,"head_links":227,"breadcrumbs":228,"url_path":106,"search_description":211,"featured_image_urls":235,"authors":270,"type_nicename":281,"reading_minutes":108,"category":282,"yoast_title":287,"yoast_meta":288,"yoast_json_ld":345,"_links":471},29032,"2026-06-17T10:00:32",{"rendered":200},"\u002F?p=29032","schema-markup-the-definitive-guide",{"rendered":104},{"rendered":204,"protected":205},"\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Have you ever wondered how some websites appear in search results with rich snippets, including star ratings, reviews, or event details? The secret sauce behind these informative snippets is schema markup, also known as structured data.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In this guide, we’ll delve into the world of schema markup, exploring its benefits, different types, and how to implement it on your website. By the end, you’ll be well equipped to leverage schema markup to improve how your pages appear in search, increasing their visibility and traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>(Updated: 17.06.2026)\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-definitions\">Key definitions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-schema-markup\">What is schema markup?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#where-schema-markup-began\">Where schema markup began\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#where-schema-markup-is-now\">Where schema markup is now\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-schema-markup-important\">Why is schema markup important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-schema-matters-for-ai-search\">Why schema matters for AI search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#types-of-schema-markup\">Types of schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#person\">Person\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#article\">Article\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#recipe\">Recipe\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#organization\">Organization\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#localbusiness\">LocalBusiness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#product-offer\">Product & Offer\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#rating\">Rating?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#breadcrumb\">Breadcrumb\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#discussion-and-forums\">Discussion and Forums\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#faq\">FAQ\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-add-schema-markup-to-a-website\">How to add schema markup to a website\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-add-schema-via-google-tag-manager\">How to add schema via Google Tag Manager\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#step-1-create-the-code\">Step 1. Create the code\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#step-2-create-a-trigger\">Step 2. Create a trigger\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#step-3-create-a-custom-html-tag\">Step 3. Create a custom HTML tag\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#step-4-preview-and-publish\">Step 4. Preview and publish\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#step-5-check-your-implementation\">Step 5. Check your implementation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-implement-common-schema-markup-types\">How to implement common schema markup types\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#organization\">Organization\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#localbusiness\">LocalBusiness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#product-offer-and-aggregaterating\">Product, Offer, and aggregateRating\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#rating\">Rating\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#breadcrumblist\">BreadcrumbList\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#use-cases-for-schema-markup\">Use cases for schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#optimising-for-visual-search\">Optimising for visual search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#schema-markup-for-voice-search\">Schema markup for voice search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#enhancing-local-search-presence-with-structured-data\">Enhancing local search presence with structured data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#cross-platform-schema-markup\">Cross-platform schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#social-media\">Social media\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#review-sites\">Review sites\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#schema-and-e-e-a-t\">Schema and E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#schema-markup-common-pitfalls\">Schema markup common pitfalls\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#schema-markup-best-practices\">Schema markup best practices\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#be-specific-with-schema\">Be specific with schema\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#leverage-json-ld-format\">Leverage JSON-LD format\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#validate-your-schema-markup\">Validate your schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#maintain-schema-markup\">Maintain schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#implement-ethically\">Implement ethically\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#stay-informed-with-ongoing-updates\">Stay informed with ongoing updates\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tracking-and-measuring-the-impact-of-schema-markup\">Tracking and measuring the impact of schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#checking-and-validating-enhancements\">Checking and validating – Enhancements\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#search-appearances\">Search appearances?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#click-through-rate-ctr\">Click-through rate (CTR)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#which-schema-powered-rich-results-has-google-deprecated\">Which schema-powered rich results has Google deprecated?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-schema-features-are-still-active\">What schema features are still active?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#should-you-stop-using-schema-features-that-are-no-longer-supported\">Should you stop using schema features that are no longer supported?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-future-of-schema-markup\">The future of schema markup\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#schema-markup-faqs\">Schema markup FAQs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-the-difference-between-schema-structured-data-and-json-ld\">What is the difference between schema, structured data, and JSON-LD?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#does-schema-markup-directly-improve-organic-rankings\">Does schema markup directly improve organic rankings?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#where-do-i-place-json-ld-schema-markup-on-a-website\">Where do I place JSON-LD schema markup on a website?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-do-i-test-if-my-schema-markup-is-working\">How do I test if my schema markup is working?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-schema-markup-in-ai\">What is schema markup in AI?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#seo-by-impression\">SEO by Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Ready to get started with schema? Our SEO specialists are well-positioned to help – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-definitions\">\u003Cstrong>Key definitions\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Before we get started, it’s important to wrap your head around a few key terms:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Structured data\u003C\u002Fstrong> – Code that you put on your website to help the search engines return more informative results for users.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Schema\u003C\u002Fstrong> – A structured data type that defines entities, actions, and relationships on the internet.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Rich snippet\u003C\u002Fstrong> – A snippet is a result Google shows to the user in the search results. A rich snippet shows extra information between the URL and the description.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>JSON-LD\u003C\u002Fstrong> – An implementation format for structuring data. Typically, in terms of SEO, JSON-LD is implemented leveraging the Schema.org vocabulary.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-schema-markup\">\u003Cstrong>What is schema markup?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Schema markup is a collaborative initiative that was spearheaded by search engines. It enables websites to display “richer” data on various platforms like Google, Microsoft, Yahoo, Yandex and even Pinterest.\u003C\u002Fp>\n\n\n\n\u003Cp>Schema is a type of structured data that is coded in a specific format. It is written in a way that search engines understand it as a semantic vocabulary. Schema tells a search engine what your data means, not just what it says.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"931\" height=\"728\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fknowledge-graph-markup-example.png?auto=compress%2Cformat&q=90\" alt=\"Example of Schema markup with the Knowledge Graph at the top and right side when searching Lewis Hamilton. \" class=\"wp-image-29081\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>This Knowledge Graph at the top and right side gives you all the facts about Lewis Hamilton and the latest information about the race he is driving in.\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The screenshot above shows an example of a Knowledge Panel to the right, offering an easy-to-digest summary directly in the SERPs. Rich snippets can also be used to enhance a search by presenting additional information such as a star rating, which is often seen for a film, restaurant or attraction. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"where-schema-markup-began\">\u003Cstrong>Where schema markup began\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The concept of adding meaning to webpages to make them machine-readable goes back to Tim Berners-Lee’s dream of the Semantic Web in 1999. With the fast expansion of the web, millions of individuals began to use it, and businesses around the world began to increase their online presence. Search engines needed a reliable way to extract meaning from an ever-growing and increasingly complex corpus of web pages.\u003C\u002Fp>\n\n\n\n\u003Cp>Because HTML is confined to describing pages and their links, an additional step is required before search engines can understand the semantics of web pages and the interconnections between the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fentity-salience-seo\u002F\">entities\u003C\u002Fa> they discuss. Early attempts included RDF and Microformats, but they were either too sophisticated or too limited in scope.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fschema.org\">Schema.org\u003C\u002Fa> – which was launched in 2011 by Google, Bing, and Yahoo – provided a shared vocabulary for structured data markup. This new common language made it easier for websites to communicate with search engines and for any search engine to understand their content. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"where-schema-markup-is-now\">\u003Cstrong>Where schema markup is now\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Schema markup has exploded in adoption in recent years. Search engines are actively incorporating more Schema types and leveraging them to create richer search results – and Google in particular has spearheaded development in recent years. Structured data is a key driver for many of the latest rich snippets, and its influence is only expected to grow.\u003C\u002Fp>\n\n\n\n\u003Cp>Schema markup has moved beyond a niche SEO tactic and has become a vital component of your strategy. This is particularly for e-commerce businesses, which can leverage structured data to showcase product details directly in search results. \u003C\u002Fp>\n\n\n\n\u003Cp>The events industry is also leveraging schema to display event details like recurring dates and virtual attendance options. High-street businesses and those working in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Flocal-seo\u002F\">local SEO\u003C\u002Fa> can benefit from schema markup by highlighting specific business hours, appointment availability, or upcoming promotions with clear dates. Search engines are even experimenting with using schema markup dates for more advanced features, potentially allowing users to see price changes over time or upcoming product releases directly in search results. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-is-schema-markup-important\">\u003Cstrong>Why is schema markup important?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>First, schema markup helps search engines understand the context and content of your pages more effectively. Without schema markup in place, the information on a web page is left open to Google’s interpretation.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, if the name ‘Chris Evans’ is included on a webpage, although search engines will be able to read the name, they may struggle to understand the specific person being referred to. ‘Chris Evans’ could refer to the English TV presenter and radio DJ, or it could refer to the Hollywood actor famous for playing Captain America. Another example would be ‘Harry Potter’ – are you talking about the books, the films, or the specific character? Implementing schema markups allows you to tell the search engine what kind of information you are presenting.\u003C\u002Fp>\n\n\n\n\u003Cp>If you implement schema properly, it can also provide opportunities for your website and content to appear in Google’s rich results and featured snippets. This is important because these rich snippets are much more eye-catching and engaging than a regular snippet and can have a significant impact on click-through rates. \u003C\u002Fp>\n\n\n\n\u003Cp>Check out \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fserp-features\u002F\">SERP Features: The Complete Guide\u003C\u002Fa> for more on this.\u003C\u002Fp>\n\n\n\n\u003Cp>Depending on how you search, the following schema types may appear:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Food – Recipe schema.\u003C\u002Fli>\n\n\n\n\u003Cli>A specific famous person – People schema.\u003C\u002Fli>\n\n\n\n\u003Cli>Products – Review schema.\u003C\u002Fli>\n\n\n\n\u003Cli>Newsworthy – Articles and News.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Applying these types of structured data can give your site a competitive edge in search. For instance, with Product schema, we can embellish the search listings for our product pages with additional information such as the price, and if we supply aggregated review data, this can generate rating stars in the SERP, as shown below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"762\" height=\"482\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fenhanced-product-description-example.png?auto=compress%2Cformat&q=90\" alt=\"The rich snippet helps a page to appear with enhanced description.\" class=\"wp-image-29070\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>The second result has an enhanced description of Rating, price and stock (commonly known as a rich snippet), which is more attractive than other results.\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The stars and pricing underneath the Laura Mercier product page here help the listing to stand out, whilst also increasing the pixel space that it occupies. The result? We can’t say for sure in this specific case, but our own experience has shown that these enhancements typically lead to improved click-through rates for our clients.\u003C\u002Fp>\n\n\n\n\u003Cp>Keen to start implementing schema markup like this? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Contact our team today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-schema-matters-for-ai-search\">\u003Cstrong>Why schema matters for AI search\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Recently, schema markups have become even more important in the face of AI search and LLMs. Providing clear, machine-readable content is vital in gaining AIO citations, and schemas are perfect for reducing uncertainty by explicitly identifying entities and their relationships.\u003C\u002Fp>\n\n\n\n\u003Cp>While LLMs don’t reach schema directly, search engines will use it to build the context of your page, which in turn increases the likelihood of your page being cited. In a recent test done by Impression, it was found that, after implementing FAQ schema, the number of AIO citations per page rose by around 250% after 6 weeks.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fnormalised-growth-comparison-baseline-ai-citations.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-39325\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"types-of-schema-markup\">\u003Cstrong>Types of schema markup\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Schema markup can be industry-specific and valuable to certain companies, depending on the vertical they operate in. You can find a full list of schema types available on the Schema.org website, which currently consists of 792 types. Google supports 35 types in total. \u003C\u002Fp>\n\n\n\n\u003Cp>In fact, there are many schema markup types to pick from and determining which ones to use can be difficult. Here are a few examples of the common types of markup that Google supports:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Person\u003C\u002Fli>\n\n\n\n\u003Cli>Article\u003C\u002Fli>\n\n\n\n\u003Cli>Recipe\u003C\u002Fli>\n\n\n\n\u003Cli>Organization\u003C\u002Fli>\n\n\n\n\u003Cli>LocalBusiness\u003C\u002Fli>\n\n\n\n\u003Cli>Product & Offer\u003C\u002Fli>\n\n\n\n\u003Cli>Rating\u003C\u002Fli>\n\n\n\n\u003Cli>Breadcrumb\u003C\u002Fli>\n\n\n\n\u003Cli>Discussion and Forums\u003C\u002Fli>\n\n\n\n\u003Cli>FAQs (now only shown for ‘well-known, authoritative government and health websites’)\u003C\u002Fli>\n\n\n\n\u003Cli>HowTo (this schema markup was deprecated in September 2023).\u003C\u002Fli>\n\n\n\n\u003Cli>Movie\u003C\u002Fli>\n\n\n\n\u003Cli>Event\u003C\u002Fli>\n\n\n\n\u003Cli>Image Metadata\u003C\u002Fli>\n\n\n\n\u003Cli>JobPosting\u003C\u002Fli>\n\n\n\n\u003Cli>Review \u003C\u002Fli>\n\n\n\n\u003Cli>Video \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Here are examples of some common schema markups in detail. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"person\">Person\u003C\u002Fh3>\n\n\n\n\u003Cp>The Person schema markup provides additional information about a person or people mentioned on the page. This information can include things like their name, job title, and contact information. This is fairly self-explanatory: a person (alive or dead, real or fictional).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1852\" height=\"1226\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fperson-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"SERP feature generated by Person schema markup when you search for a specific person name.\" class=\"wp-image-29072\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"article\">Article\u003C\u002Fh3>\n\n\n\n\u003Cp>Article schema markup highlights the presence of a news article or an investigative report. Newspapers and magazines have articles of many different types, and this is intended to cover them all.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Farticle-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"Example of Top stories feature in Google search results\" class=\"wp-image-29071\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Article schema helps search engines to identify pages that may be relevant for SERP features, such as Top stories.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"recipe\">Recipe\u003C\u002Fh3>\n\n\n\n\u003Cp>The Recipe schema markup can help users find your recipe by telling Google about your recipe reviews, cook time, and nutrition information.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1242\" height=\"1094\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Frecipe-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"When searching for a Pancake recipe, you can see the Recipes section appear, with the help of recipe schema markup.\" class=\"wp-image-29083\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"organization\">Organization\u003C\u002Fh3>\n\n\n\n\u003Cp>The \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FOrganization\">Organization schema markup\u003C\u002Fa> should be put in place by any business. It helps generate positive brand signals, enhancing your Knowledge Graph entry and website snippet presence in the SERPs by making the basic business information, such as logo, social links and contact numbers, more accessible.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Foerganisation-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"A company Knowledge Panel, supported by Organization schema\" class=\"wp-image-29075\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"localbusiness\">LocalBusiness\u003C\u002Fh3>\n\n\n\n\u003Cp>Any business with a physical address should use\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fschema.org\u002FLocalBusiness\"> LocalBusiness\u003C\u002Fa> Schema markup to aid visibility for localised searches – a crucial aspect of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Flocal-seo\u002F\">local SEO\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>This schema works in combination with local Google Business profiles and becomes increasingly useful if the business has multiple stores\u002F addresses. By specifying the address, opening hours, contact details, payment types accepted, etc., for each store, these are recognised as stores in their own right and begin to rank independently of the main site. This means the most accessible store will be listed based on location, speeding up the whole search experience for the user.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth noting that there are also industry-specific schema formats that can be used in conjunction with LocalBusiness structured data, such as AutomotiveBusiness, SelfStorage, TravelAgency and many more.\u003C\u002Fp>\n\n\n\n\u003Cp>The primary use case of this schema is for physical businesses or branches of an organisation. Examples of applicable local businesses include restaurants, branches of a restaurant chain, branches of a bank, medical practices, clubs, etc. When paired with a Google Business Profile, adding LocalBusiness schema makes it easier for Google to show your business hours, different departments in your business, and more.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Flocalbusiness-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"Local business schema markup with business address, reviews and website.\" class=\"wp-image-29069\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"product-offer\">Product & Offer\u003C\u002Fh3>\n\n\n\n\u003Cp>Used together, the \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fschema.org\u002FProduct\">Product\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fschema.org\u002FOffer\">Offer\u003C\u002Fa> markups can help search engines discover key information, including the price and status of a product, which can then be displayed to users in the SERPs. Google understands and displays this additional information thanks to the structured data markup on a particular product detail page.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1438\" height=\"394\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Foffer-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"Product schema markup with ratings, reviews, price and stock availability.\" class=\"wp-image-29080\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This enhances the user experience for potential buyers who are browsing options, giving them the key details they need to make a decision without having to navigate back and forth between product pages and the SERPs. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s important to note that the Offer markup is required for the price to appear in Google SERPs. For Product schema, only the “name” property is required, but aggregateRating can also be applied to support listings by acquiring rating stars. For the Offer schema, the “price” and “priceCurrency” properties are both required. The latter, “priceCurrency’ tag, is often overlooked and not typically implemented.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"rating\">Rating \u003C\u002Fh3>\n\n\n\n\u003Cp>As with the Product and Offer markup, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FRating\">Rating schema\u003C\u002Fa> offers additional enticing information immediately for the user in the form of star rating-rich snippets in the SERPs.\u003C\u002Fp>\n\n\n\n\u003Cp>This schema is primarily used on e-commerce sites but can also be used for local business sites, such as restaurants. When an item has multiple ratings that have been averaged together to produce an aggregate rating, then it would enhance the site to use the aggregateRating Schema.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1316\" height=\"428\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fratings-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"Example of ratings shown for local businesses in search results.\" class=\"wp-image-29084\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Google assumes the use of a five-point scale, with 1 being the worst and 5 being the best. If you use anything other than a 1–5 scale, you’ll need to indicate the highest possible rating with the “bestRating” property.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"breadcrumb\">Breadcrumb\u003C\u002Fh3>\n\n\n\n\u003Cp>The \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fdata-types\u002Fbreadcrumbs\">Breadcrumb schema\u003C\u002Fa> enables you to add a breadcrumb trail rather than a single URL in SERPs. This not only looks a lot more attractive and organised but is especially useful on mobile. Users can navigate all the way up in the site hierarchy, one level at a time, by starting from the last breadcrumb in the breadcrumb trail.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"340\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fbreadcrumb-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"Breadcrumb schema markup indicating the page's position in the site hierarchy.\" class=\"wp-image-29073\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Breadcrumb schema is often implemented by default in CMS platforms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"discussion-and-forums\">Discussion and Forums\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fstructured-data\u002Fdiscussion-forum\">DiscussionForumPosting\u003C\u002Fa> markup is intended for any forum-style website where users discuss their experiences with one another. \u003C\u002Fp>\n\n\n\n\u003Cp>To be eligible for this markup, the forum must be a community where users can contribute to discussions on specific topics or a forum that generally hosts sub-forum content. This markup can only be used to describe a user-generated post on a website forum, not the publishers of the websites.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1664\" height=\"784\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fdiscussion-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"An example of Google’s Discussions and forums feature in the SERPs.\" class=\"wp-image-29076\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"faq\">FAQ\u003C\u002Fh3>\n\n\n\n\u003Cp>The FAQ schema markup is only available for well-known, authoritative government and health websites. It is used to highlight pages that contain answers to common questions and, for eligible sites, can produce search appearances as seen below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"656\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Ffaq-schema-code-example.png?auto=compress%2Cformat&q=90\" alt=\"FAQ schema markups from Gov.uk.\" class=\"wp-image-29078\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-add-schema-markup-to-a-website\">\u003Cstrong>How to add schema markup to a website\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are 3 main ways in which you can add schema to a web page:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Generate the code using the Schema Generator tools and ask a developer to implement\u003C\u002Fli>\n\n\n\n\u003Cli>Use the Data Highlighter tool in Google Search Console.\u003C\u002Fli>\n\n\n\n\u003Cli>Directly tag the HTML code on your web pages via Google Tag Manager\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>There are also some Schema plugins, particularly for WordPress sites, that can help to do the job for you.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking to add a specific type? See \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1qhe_Q6rxu4LXOryZWUFe5oehuaB053gJJO1xSuZCNQA\u002Fedit#heading=h.9lnm7vjsrve8\">how to implement 6 common structured data types\u003C\u002Fa> below.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-add-schema-via-google-tag-manager\">How to add schema via Google Tag Manager\u003C\u002Fh3>\n\n\n\n\u003Cp>This is by far our most preferred way to implement schema markup because it requires minimal coding knowledge and is a relatively smooth process. By following these 5 steps, you should be able to get any type of schema added in no time.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-1-create-the-code\">Step 1. Create the code\u003C\u002Fh4>\n\n\n\n\u003Cp>You’ll need to find the specific JSON-LD that you need using the Schema.org website. Be sure to customise this code with your specific information and wrap it with the blue code as shown below. You should then check your code using the ‘Code Snippet’ function of the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fstructured-data\u002Ftesting-tool\u002Fu\u002F0\u002F\">Structured Data Testing Tool\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode><script>\n(function() {\n  var jsonData = {\n“@context” : “http:\u002F\u002Fschema.org”,\n  “@type” : “Organization”,\n  “url” : “http:\u002F\u002Fwww.your-company-site.com”,\n  “contactPoint” : [\n    { “@type” : “ContactPoint”,\n      “telephone” : “+1-401-555-1212”,\n      “contactType” : “customer service”\n    }\n  },]};\n  var el = document.createElement(‘script’);\n  el.type = ‘application\u002Fld+json’;\n  el.innerHTML = JSON.stringify(jsonData);\n  document.head.appendChild(el);\n})();\n<\u002Fscript>\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-2-create-a-trigger\">Step 2. Create a trigger\u003C\u002Fh4>\n\n\n\n\u003Cp>In Tag Manager, create a Page View trigger using the exact URL of the page that you want to add the schema to.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-3-create-a-custom-html-tag\">Step 3. Create a custom HTML tag\u003C\u002Fh4>\n\n\n\n\u003Cp>Copy and paste your code, then apply the Page View trigger that you just created.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-4-preview-and-publish\">Step 4. Preview and publish\u003C\u002Fh4>\n\n\n\n\u003Cp>Use preview mode to check your changes in the wild. If you’re happy, you can then publish the changes.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-5-check-your-implementation\">Step 5. Check your implementation\u003C\u002Fh4>\n\n\n\n\u003Cp>Check using the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fstructured-data\u002Ftesting-tool\u002Fu\u002F0\u002F\">Structured Data Testing Tool\u003C\u002Fa> to see if the code is working as it should. \u003C\u002Fp>\n\n\n\n\u003Cp>You can also run your web page through the \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fschema.org\">Schema.org Markup Validator.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-implement-common-schema-markup-types\">\u003Cstrong>How to implement common schema markup types\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now that you’ve got a handle on the methods for implementing structured data, it’s time to look at the code required for different types. This section provides examples for some common kinds of schema, highlighting the recommended properties in each case. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"organization\">Organization\u003C\u002Fh3>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode><script type='application\u002Fld+json'>\n{\n\"@context\": \"http:\u002F\u002Fwww.schema.org\",\n\"@type\": \"Organization\",\n\"name\": \"Example Store\",\n\"url\": \"https:\u002F\u002Fwww.example.co.uk\u002F\",\n\"sameAs\": [\n\"https:\u002F\u002Fwww.facebook.com\u002Fexample.co.uk\u002F\",\n\"https:\u002F\u002Ftwitter.com\u002Fexample\",\n\"https:\u002F\u002Fwww.youtube.com\u002Fexample\"\n],\n\"logo\": \"https:\u002F\u002Fexample-logo-here.png\",\n\"description\": \"Example description of business services and products.\",\n\"address\": {\n\"@type\": \"PostalAddress\",\n\"streetAddress\": \"123 Example Rd\",\n\"addressLocality\": \"Nottingham\",\n\"postalCode\": \"NG1 1AA\",\n\"addressCountry\": \"England\"\n},\n\"geo\": {\n\"@type\": \"GeoCoordinates\",\n\"latitude\": \"52.5555555\",\n\"longitude\": \"-1.55555555\n},\n\"openingHours\": {\n\"Mo, Tu, We, Th, Fr, Sa 09:30-18:00\"\n},\n\"contactPoint\": {\n\"@type\": \"ContactPoint\",\n\"telephone\": \"+44 (0)123 456 7890\",\n\"contactType\": \"customer Service”\n}\n}\n<\u002Fscript>\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"localbusiness\">LocalBusiness\u003C\u002Fh3>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode><script type='application\u002Fld+json'>\n{\n\"@context\": \"http:\u002F\u002Fwww.schema.org\",\n\"@type\": \"ExampleStore\",\n\"name\": \"Example Store\",\n\"url\": \"https:\u002F\u002Fwww.example.co.uk\u002F\",\n\"sameAs\": [\n\"https:\u002F\u002Fwww.facebook.com\u002Fexample.co.uk\u002F\",\n\"https:\u002F\u002Ftwitter.com\u002Fexample\",\n\"https:\u002F\u002Fwww.youtube.com\u002Fexample\"\n],\n\"logo\": \"https:\u002F\u002Fexample-logo-here.png\",\n\"image\": \"https:\u002F\u002Fexample-image-here.png\",\n\"description\": \"Example description of business services and products.\",\n\"address\": {\n\"@type\": \"PostalAddress\",\n\"streetAddress\": \"123 Example Rd\",\n\"addressLocality\": \"Nottingham\",\n\"postalCode\": \"NG1 1AA\",\n\"addressCountry\": \"England\"\n},\n\"geo\": {\n\"@type\": \"GeoCoordinates\",\n\"latitude\": \"52.5555555\",\n\"longitude\": \"-1.55555555\n},\n\"openingHours\": {\n\"Mo, Tu, We, Th, Fr, Sa 09:30-18:00\"\n},\n\"contactPoint\": {\n\"@type\": \"ContactPoint\",\n\"telephone\": \"+44 (0)123 456 7890\",\n\"contactType\": \"Customer Service\"\n}\n}\n<\u002Fscript>\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"product-offer-and-aggregaterating\">Product, Offer, and aggregateRating\u003C\u002Fh3>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode><script type=\"application\u002Fld+json\">\n{\n  \"@context\": \"https:\u002F\u002Fschema.org\u002F\", \n  \"@type\": \"Product\", \n  \"name\": \"Nike Dunk Low Retro Men's Shoe\",\n  \"image\": \"https:\u002F\u002Fstatic.nike.com\u002Fa\u002Fimages\u002Ft_default\u002F9bc016bc-cd7a-49cc-a399-47930b00c59f\u002Fdunk-low-retro-shoe-wwlDHh.png\",\n  \"description\": \"Created for the hardwood but taken to the streets, the Nike Dunk Low Retro returns with crisp overlays and original team colours. This basketball icon channels '80s vibes with premium leather in the upper that looks good and breaks in even better. Modern footwear technology helps bring the comfort into the 21st century.\",\n  \"brand\": {\n    \"@type\": \"Brand\",\n    \"name\": \"Nike\"\n  },\n  \"sku\": \"13382500\",\n  \"offers\": {\n    \"@type\": \"Offer\",\n    \"url\": \"https:\u002F\u002Fwww.nike.com\u002Fgb\u002Ft\u002Fdunk-low-retro-shoe-wwlDHh\u002FDD1391-103\",\n    \"priceCurrency\": \"GBP\",\n    \"price\": \"109.99\",\n    \"availability\": \"https:\u002F\u002Fschema.org\u002FInStock\",\n    \"itemCondition\": \"https:\u002F\u002Fschema.org\u002FNewCondition\"\n  },\n  \"aggregateRating\": {\n    \"@type\": \"AggregateRating\",\n    \"ratingValue\": \"4.7\",\n    \"bestRating\": \"5\",\n    \"worstRating\": \"1\",\n    \"ratingCount\": \"23002\"\n  }\n}\n<\u002Fscript>\n\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"rating\">Rating\u003C\u002Fh3>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode><div itemscope itemtype=\"http:\u002F\u002Fschema.org\u002FThing\">\n<h2 itemprop=\"name\"> Example <\u002Fh2>\n<div itemprop=\"description\">Ultra interesting. Super impressive.<\u002Fdiv>\n<div itemprop=\"aggregateRating\" itemscope itemtype=\"http:\u002F\u002Fschema.org\u002FAggregateRating\">\n<div>Book rating:\n<span itemprop=\"ratingValue\">9<\u002Fspan>\n<meta itemprop=\"bestRating\" content=\"10\"\u002F>\n<meta itemprop=\"worstRating\" content=\"1\"\u002F>\nbased on <span itemprop=\"ratingCount\">20<\u002Fspan> ratings\n<\u002Fdiv>\n<\u002Fdiv>\n<\u002Fdiv>\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"breadcrumblist\">BreadcrumbList\u003C\u002Fh3>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode><ol itemscope itemtype=\"http:\u002F\u002Fschema.org\u002FBreadcrumbList\">\n<li itemprop=\"itemListElement\" itemscope\nitemtype=\"http:\u002F\u002Fschema.org\u002FListItem\">\n<a itemprop=\"item\" href=\"https:\u002F\u002Fwww.ebay.com\">\n<span itemprop=\"name\">Home<\u002Fspan><\u002Fa>\n<meta itemprop=\"position\" content=\"1\" \u002F>\n<\u002Fli>\n›\n<li itemprop=\"itemListElement\" itemscope\nitemtype=\"http:\u002F\u002Fschema.org\u002FListItem\">\n<a itemprop=\"item\" href=\"https:\u002F\u002Fwww.ebay.com\u002Fdvds-movies\">\n<span itemprop=\"name\">Activewear<\u002Fspan><\u002Fa>\n<meta itemprop=\"position\" content=\"2\" \u002F>\n<\u002Fli>\n›\n<li itemprop=\"itemListElement\" itemscope\nitemtype=\"http:\u002F\u002Fschema.org\u002FListItem\">\n<a itemprop=\"item\" href=”https:\u002F\u002Fwww.ebay.com\u002Fdvds-movies\u002Fdvds-blur-ray-discs\">\n<span itemprop=\"name\">Tops<\u002Fspan><\u002Fa>\n<meta itemprop=\"position\" content=\"3\" \u002F>\n<\u002Fli>\n<\u002Fol>\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"use-cases-for-schema-markup\">\u003Cstrong>Use cases for schema markup\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Schema markup has many use cases in search beyond common and traditional text-based search engines. It can also be leveraged for visual search, voice search and across various platforms to enhance content visibility, engagement, and functionality. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"optimising-for-visual-search\">Optimising for visual search\u003C\u002Fh3>\n\n\n\n\u003Cp>Visual search optimisation is becoming increasingly important in digital marketing, with more than \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fgoogle-lens\u002Fgoogle-lens-features\u002F\">12 billion searches using Google Lens\u003C\u002Fa> monthly. This platform works by first analysing an image you supply, and then hunting for comparable images. Google accomplishes this by focusing on minute aspects like hues, patterns, and forms. In this way, it can help you find what you are searching for even if you can’t quite put it into words. \u003C\u002Fp>\n\n\n\n\u003Cp>Some types of schema markup are specifically designed for images, including \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FImageObject\">ImageObject\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fschema.org\u002FCreativeWork\">CreativeWork\u003C\u002Fa>, and Product schema types. Key schema properties to include for visual content may include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>“Name”: The image title\u003C\u002Fli>\n\n\n\n\u003Cli>“Description”: A concise summary of the image content\u003C\u002Fli>\n\n\n\n\u003Cli>“Url”: Link to the image file\u003C\u002Fli>\n\n\n\n\u003Cli>“thumbnailUrl”: A smaller version of the image for previews.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Additionally, schema markup can be used to indicate the context in which images appear, such as within articles, recipes, or product listings. This structured data helps search engines better understand the purpose and relevance of images on web pages.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1724\" height=\"816\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fgoogle-lens-source.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29077\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Flens.google\u002Fintl\u002Fen-GB\u002F\">Google\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"schema-markup-for-voice-search\">Schema markup for voice search\u003C\u002Fh3>\n\n\n\n\u003Cp>In the field of voice search optimisation, the main objective is to be picked by voice\u002Fdigital assistants and read aloud by them when users conduct voice searches. \u003C\u002Fp>\n\n\n\n\u003Cp>Using specific schema markup to relevant content improves search engines’ capacity to comprehend and use your material, which is crucial for voice searches that require rapid and precise information retrieval.\u003C\u002Fp>\n\n\n\n\u003Cp>Thus, as Google works on conversational commerce and local search, we now use voice search to help make instant purchases, for example: “Order me a King Prawn Linguine from Zizzi.” Implementing schema markup to facilitate booking services, appointments, reservations, and other activities will allow voice assistants to handle user requests straight from search results.\u003C\u002Fp>\n\n\n\n\u003Cp>A wide range of other schema markup types can help to facilitate voice search. For example, Article, Recipe, and Person schema can all help to provide search engines with additional context about your pages – in turn, this context makes it easier for search engines to identify relevant information pertaining to a user’s voice query, increasing the likelihood that your answer will be read out in response.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1333\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fvoice-search-schema.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29085\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"enhancing-local-search-presence-with-structured-data\">Enhancing local search presence with structured data\u003C\u002Fh3>\n\n\n\n\u003Cp>With Local Business schema markup, you can enhance the appearance of your local business listings on platforms like Google Maps, providing additional context and information to users searching for nearby businesses. By including schema properties like “image,” “description,” “priceRange,” “aggregateRating,” and “review,” local businesses can create more compelling and informative listings that stand out in local search results and attract more clicks and visits from potential customers.\u003C\u002Fp>\n\n\n\n\u003Cp>In \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.score.org\u002Fresource\u002Finfographic\u002Finfographic-voice-search-101-small-businesses\">one study\u003C\u002Fa>, 76% of consumers aged 18-34 reported that they’d used voice search to find a local business in the last 12 months. You can optimise your Google Business profile for information on local voice queries. Schema markup properties like “address,” “telephone,”, “openingHours,” and “geo,” can help improve your local business visibility while people using voice search and increase the likelihood of being featured as a relevant result by voice assistants. \u003C\u002Fp>\n\n\n\n\u003Cp>In addition to improving visibility and enhancing listings, schema markup can also help local businesses build trust and credibility. Local companies can reinforce their brand identification and authority in their community by showcasing consistency and validity across various online platforms by using schema attributes like “sameAs,” which connect to the business’s official website and social media pages.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"cross-platform-schema-markup\">Cross-platform schema markup\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst schema plays a significant role in SEO, it also relates to a range of other platforms beyond search, from social networks to review sites.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"social-media\">Social media\u003C\u002Fh4>\n\n\n\n\u003Cp>Schema markup can optimise and customise how content is displayed and shared on social media channels, leading to increased reach and interaction. \u003C\u002Fp>\n\n\n\n\u003Cp>By including schema properties like “name,” “description,” “image,” and “author” within social media metadata, businesses can ensure that their posts and shares appear more informative and visually appealing when shared on platforms like Facebook, Twitter, and LinkedIn. This can increase the likelihood of users clicking on your content and visiting your site.\u003C\u002Fp>\n\n\n\n\u003Cp>Structured data also enables you to create associations between pages on your site and social media. For example, as part of the Person schema applied to author profile pages, you can provide additional information about the author and include the URL of their LinkedIn profile – helping search engines to recognise their authority within their industry.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"review-sites\">Review sites\u003C\u002Fh4>\n\n\n\n\u003Cp>Review sites like TripAdvisor, Trustpilot, Yelp, etc., are another area where schema markup can have a significant impact, allowing businesses to showcase their ratings, reviews, and testimonials more prominently. By including schema properties like “aggregateRating” or “review” within review site metadata, businesses can enhance the credibility and trustworthiness of their listings, encouraging potential customers to choose their products or services over competitors. \u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand, if users are leaving reviews on any platform, from Trustpilot to TripAdvisor, you can use schema markup to aggregate them and display a star rating in SERPs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"schema-and-e-e-a-t\">\u003Cstrong>Schema and E-E-A-T\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>E-E-A-T (experience, expertise, authority, and trustworthiness) has come to play an increasingly significant part in SEO, with search engines like Google looking favourably on pages, authors, and websites that showcase these qualities in droves.\u003C\u002Fp>\n\n\n\n\u003Cp>By providing search engines with more context, schema helps to reinforce the E-E-A-T signals that are already present on your site. For example, author profile pages can be supported by Person schema – and informational pages can be marked up using BlogPosting or Article structured data, combined with the ‘author’ property to showcase their expertise. \u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F\">comprehensive E-E-A-T guide\u003C\u002Fa> to learn more.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"schema-markup-common-pitfalls\">\u003Cstrong>Schema markup common pitfalls\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Implementing schema markup is a challenging and complicated process. Some common pitfalls might prevent you from doing the right things to get your schema markup work.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Syntax\u003C\u002Fstrong>: The difference between curly quotation marks and brackets can cause a lot of issues if incorrect.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Vocabulary\u003C\u002Fstrong>: We recommend you pay attention and use specific vocabulary to give Google the best chance to understand your structured data.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Nesting errors:\u003C\u002Fstrong> Make sure to attribute the correct product to the correct category type. Improperly nesting schema markup can lead to confusion, making it hard for search engines to interpret your content correctly.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Missing or incomplete markup:\u003C\u002Fstrong> Each schema type has a defined list of required properties in order to be eligible, along with some optional properties for providing richer data. One typical issue is not including schema markup or supplying incomplete data. This may impede search engines from fully interpreting your material, resulting in missed possibilities for rich snippets.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Policy violations:\u003C\u002Fstrong> Google has a range of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fstructured-data\u002Fsd-policies\">policies on the use of structured data\u003C\u002Fa>, and violating these policies can make your schema markup ineligible for rich results. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"schema-markup-best-practices\">\u003Cstrong>Schema markup best practices\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To maximise the value of your schema markup and enhance how your site appears in search, there are certain best practices you should follow. Read on for our top tips for successfully implementing structured data for SEO.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"be-specific-with-schema\">Be specific with schema\u003C\u002Fh3>\n\n\n\n\u003Cp>Select the most appropriate schema type for your webpage content to ensure optimal search engine understanding. For example, you should only use Article schema on pages containing articles, Product on product pages, Recipe on recipe listings – and so on.\u003C\u002Fp>\n\n\n\n\u003Cp>To help you with better selection, we suggest considering two questions as part of your research:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Reviewing the most visible sites for your most important keywords, which search appearances have they acquired? Follow this up with research into the schema necessary to achieve these appearances.\u003C\u002Fli>\n\n\n\n\u003Cli>What schema markup do your competitors use? If they all use a form of markup that you don’t, consider what goals they’re looking to achieve with it and whether you want to test it on your site.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Ultimately, you should always try to use the most specific type of schema that’s applicable to the page and situation – remember that every type of schema is documented in full on schema.org.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"leverage-json-ld-format\">Leverage JSON-LD format\u003C\u002Fh3>\n\n\n\n\u003Cp>For efficient implementation and maintenance of schema markup, Google recommends using the JSON-LD format. Its clarity simplifies the process compared to alternative formats like Microdata or RDFa.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"validate-your-schema-markup\">Validate your schema markup\u003C\u002Fh3>\n\n\n\n\u003Cp>Before publishing, validate your schema markup using Google’s Rich Result Test tool. This proactive step guarantees accurate implementation and avoids potential errors.\u003C\u002Fp>\n\n\n\n\u003Cp>Remember to use the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fvalidator.schema.org\u002F\">Schema.org Markup Validator\u003C\u002Fa> to check your work. To use it, simply insert your URL and hit ‘Run Test.’\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"maintain-schema-markup\">Maintain schema markup\u003C\u002Fh3>\n\n\n\n\u003Cp>To ensure consistent alignment with your webpage content, regularly update your schema markup whenever the content itself undergoes revisions. Better still, try to implement automated solutions for adding and updating schema wherever possible – for example, many CMS platforms will automate Product structured data on your behalf\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"implement-ethically\">Implement ethically\u003C\u002Fh3>\n\n\n\n\u003Cp>Adhere to best practices by using schema markup in a transparent and non-misleading manner. Avoid incorporating irrelevant forms of structured data or attempting to manipulate search results through deceptive tactics.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"stay-informed-with-ongoing-updates\">Stay informed with ongoing updates\u003C\u002Fh3>\n\n\n\n\u003Cp>Schema markup is a dynamic field that undergoes periodic updates from Google and other key players. Remain informed about these revisions to guarantee the continued effectiveness and compliance of your schema markup implementation.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend bookmarking \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fupdates\">Google’s latest documentation updates\u003C\u002Fa>.  \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"tracking-and-measuring-the-impact-of-schema-markup\">\u003Cstrong>Tracking and measuring the impact of schema markup\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To gauge the effectiveness of schema markup implementation, businesses need to track key metrics and analyse data to assess its impact on search visibility, user engagement, and conversions. \u003C\u002Fp>\n\n\n\n\u003Cp>But which KPIs should you be focusing on – and how can you access the relevant data?\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"checking-and-validating-enhancements\">Checking and validating – Enhancements\u003C\u002Fh3>\n\n\n\n\u003Cp>You can review the validity of your schema implementation in your Google Search Console Enhancements report. This report provides information on how many of your pages have valid or invalid schema, plus a view of trends over time.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1952\" height=\"1270\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fschema-valid-checker.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29074\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"search-appearances\">Search appearances \u003C\u002Fh3>\n\n\n\n\u003Cp>Certain schema types are geared towards influencing particular search appearances (for example, JobPosting structured data relates to the Job listing feature). It’s worth keeping track of these appearances via the Performance > Search Appearance interface in Google Search Console, where you’ll find the number of clicks driven by different SERP features.\u003C\u002Fp>\n\n\n\n\u003Cp>As with any report in the platform, you can filter this data by query, page, country, and device to help answer questions like:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Which keywords are driving job applications?\u003C\u002Fli>\n\n\n\n\u003Cli>Are users discovering our event listings on mobile or desktop?\u003C\u002Fli>\n\n\n\n\u003Cli>Which countries are my product snippets being shown in?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1866\" height=\"816\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fschema-search-apperances.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29079\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"click-through-rate-ctr\">Click-through rate (CTR)\u003C\u002Fh3>\n\n\n\n\u003Cp>One of our objectives when using structured data is to enhance the appearance of our search listings and thereby attract more clicks to our site, so it’s vital to keep track of the impact of adding schema on CTRs. This data can likewise be found in the Google Search Console Performance reports, and can be filtered at the page and keyword level, as highlighted in the screenshot below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1862\" height=\"1008\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fschema-click-through-rate.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29082\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"which-schema-powered-rich-results-has-google-deprecated\">\u003Cstrong>Which schema-powered rich results has Google deprecated?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Schema markup remains a major part of how search engines can find and rank your page. But in recent years, Google has started deprecating some methods in order to filter out spammy schema usage.\u003C\u002Fp>\n\n\n\n\u003Cp>Instead of allowing all methods of schema markup, Google has focused on more general, easily accessible, and harder-to-abuse methods. This means that the following methods have been deprecated:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>FAQ Rich Results are now fully deprecated and officially stopped showing FAQ dropdown accordions in search results for all websites in May 2026.\u003C\u002Fli>\n\n\n\n\u003Cli>How-To Rich Results, such as step-by-step guides on mobile and desktop, were also fully deprecated in 2026.\u003C\u002Fli>\n\n\n\n\u003Cli>Book Actions were deprecated in June 2025, but have since come back.\u003C\u002Fli>\n\n\n\n\u003Cli>Course Listings were removed from dedicated search carousels in January 2025.\u003C\u002Fli>\n\n\n\n\u003Cli>Automotive\u002FVehicle Listings were deprecated on Google Business Profiles in November 2025.\u003C\u002Fli>\n\n\n\n\u003Cli>Practice Problems were officially removed entirely in January 2026.\u003C\u002Fli>\n\n\n\n\u003Cli>Special Announcements were eventually fully deprecated around September 2025. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-schema-features-are-still-active\">What schema features are still active?\u003C\u002Fh3>\n\n\n\n\u003Cp>Although Google has deprecated a lot of schema features, they have done so to keep the core and less aggressive features at the forefront of search. These include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Product & Merchant Listings that show prices, availability, and delivery info for e-commerce sites.\u003C\u002Fli>\n\n\n\n\u003Cli>Review Snippets, such as star ratings and review counts.\u003C\u002Fli>\n\n\n\n\u003Cli>Organised details of events, showing dates, times, and locations for concerts or webinars.\u003C\u002Fli>\n\n\n\n\u003Cli>Articles & BlogPosting, giving Google explicit metadata about authors, headlines, and publication dates.\u003C\u002Fli>\n\n\n\n\u003Cli>Local Businesses that can enhance Google Maps and local search results.\u003C\u002Fli>\n\n\n\n\u003Cli>Breadcrumbs that help clean up the URL trail shown in search results.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"should-you-stop-using-schema-features-that-are-no-longer-supported\">Should you stop using schema features that are no longer supported?\u003C\u002Fh3>\n\n\n\n\u003Cp>Not necessarily. If you have an FAQ Page or a How-To schema markup on your site, you don’t need to delete it. Google has explicitly stated that leaving unused or unsupported structured data on your site won’t harm your rankings.\u003C\u002Fp>\n\n\n\n\u003Cp>Keeping your data structured is also highly beneficial for ranking in AIOs. LLMs still read the code of your website to better understand entity relationships and extract clean, factual answers to cite, so keeping them there can still benefit your page.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-future-of-schema-markup\">\u003Cstrong>The future of schema markup\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For many years now, the primary purpose of schema markup has been to provide search engines with context that can be used to enhance how our pages appear in search. When implemented correctly, structured data can improve visibility through appearances such as recipe cards and job posts; it can also help our standard organic listings to stand out and boost CTRs, as with rating stars promoted by Product and aggregateRating schema.\u003C\u002Fp>\n\n\n\n\u003Cp>But moving forward, structured data will come to play an evolving role in search – particularly with the rollout of innovative features such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">AI Overviews\u003C\u002Fa> (formerly known as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-generative-experience-generative-ai-sge-guide\u002F\">Search Generative Experience\u003C\u002Fa>). Google uses information obtained from structured data to build on and enhance its Knowledge Graph, and this database of information forms the basis of how responses are provided in SGE.\u003C\u002Fp>\n\n\n\n\u003Cp>The applications of schema markup may become far broader in the years to come, as SEOs learn to optimise for an ever-growing variety of SERP features.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"schema-markup-faqs\">\u003Cstrong>S\u003C\u002Fstrong>\u003Cstrong>chema markup FAQs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-the-difference-between-schema-structured-data-and-json-ld\">What is the difference between schema, structured data, and JSON-LD?\u003C\u002Fh3>\n\n\n\n\u003Cp>Structured data is the concept you are trying to achieve to make it easier for search engines and LLMs to identify your content. The schema is the vocabulary or meaning you’re trying to get across to the search engines, and JSON-LD is the code format that’s preferred by Google.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"does-schema-markup-directly-improve-organic-rankings\">Does schema markup directly improve organic rankings?\u003C\u002Fh3>\n\n\n\n\u003Cp>While a schema markup won’t directly improve organic rankings, it will dramatically improve Click-Through-Rates and AI search visibility.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"where-do-i-place-json-ld-schema-markup-on-a-website\">Where do I place JSON-LD schema markup on a website?\u003C\u002Fh3>\n\n\n\n\u003Cp>Preferably, place the JSON-LD schema markup in the <head> section, but you can put it in the <body> section.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-do-i-test-if-my-schema-markup-is-working\">How do I test if my schema markup is working?\u003C\u002Fh3>\n\n\n\n\u003Cp>You can visit \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fstructured-data\">Google’s schema markup testing tool\u003C\u002Fa> to ensure your schema markup is working correctly.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-schema-markup-in-ai\">What is schema markup in AI?\u003C\u002Fh3>\n\n\n\n\u003Cp>Schema markup provides the necessary context that an AI or LLM needs to understand and value a webpage by making entities and relationships explicit. This allows the LLM to trust and value your web page accordingly.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"seo-by-impression\">\u003Cstrong>SEO by Impression\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>If your organisation needs support with implementing schema markup or any other facet of SEO, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">speak to our team\u003C\u002Fa> to find out how we can help.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,{"rendered":105,"protected":205},42,29095,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":211,"inline_featured_image":205,"footnotes":5},"Schema markup or structured data has myriad uses in SEO, from promoting job vacancies to achieving review stars in the SERPs. 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Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global market in 2026 with an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgs.statcounter.com\u002Fsearch-engine-market-share\">90.01% market share\u003C\u002Fa>, challenger search engines like Microsoft’s Bing have pushed to eat up a portion of this share in recent years.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite living in Google’s shadow from a market share perspective, Microsoft has been honing its search offering, achieving excellent performance in search ads in particular. The Bing equivalent to Google Ads, Microsoft Advertising, has made significant strides: in its \u003Ca href=\"https:\u002F\u002Fwww.microsoft.com\u002Fen-us\u002Finvestor\u002Fearnings\u002Ffy-2026-q2\u002Fpress-release-webcast\">FY26 Q2 earnings release\u003C\u002Fa>, Microsoft reported $81.3 billion in total revenue (up 17% year-on-year) with search and news advertising revenue increasing by 10%.\u003C\u002Fp>\n\n\n\n\u003Cp>Although digital marketers often prioritise Google over Bing, the reality is that our strategies should focus on both search engines to ensure maximum market coverage. As you’ll see in the course of this article, Bing represents an opportunity for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> specialists to increase their sites’ search visibility whilst reaching new users from different demographics.\u003C\u002Fp>\n\n\n\n\u003Cp>To take full advantage, it’s important that you understand the nuances of Bing and Google, particularly with regard to their ranking processes and advertising offerings. Read on to learn more.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-white-color has-text-color has-background\" style=\"background-color:#02b893\">NOTE: This post has been updated for 2026 👍\u003C\u002Fp>\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#a-brief-history-of-bing-and-google\">A Brief History of Bing and Google\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-search-engine-history\">Google Search Engine History\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bing-search-engine-history\">Bing Search Engine History\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#bing-vs-google-market-share-in-2026\">Bing vs Google Market Share in 2026\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#differences-between-bing-and-google\">Differences Between Bing and Google\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bing-vs-google-differences-in-ranking-factors\">Bing vs Google: Differences in Ranking Factors\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#googles-mobile-first-indexing\">Google’s Mobile-First Indexing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#core-web-vitals\">Core Web Vitals\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#302-redirects-and-indexing-issues\">302 Redirects and Indexing Issues\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#google-has-a-better-understanding-of-javascript-content\">Google Has a Better Understanding of JavaScript Content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-places-more-emphasis-on-keywords-in-title-tags-and-urls\">Bing Places More Emphasis on Keywords in Title Tags and URLs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-prefers-official-domain-types\">Bing Prefers Official Domain Types\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#backlinks-and-off-page-seo\">Backlinks and Off-Page SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-pays-attention-to-social-signals\">Bing Pays Attention to Social Signals\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#content-quality-relevancy-and-recency\">Content Quality, Relevancy, and Recency\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bing-vs-google-beyond-ranking-factors\">Bing vs Google: Beyond Ranking Factors\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#google-has-additional-serp-features\">Google Has Additional SERP Features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#ai-overviews\">AI Overviews\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-generative-search\">Bing Generative Search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-is-more-visually-immersive\">Bing Is More Visually Immersive\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#local-search-and-user-proximity\">Local Search and User Proximity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-and-google-maps-side-by-side\">Bing and Google Maps Side by Side\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-impresses-with-image-and-visual-search\">Bing Impresses with Image and Visual Search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#voice-search-bing-and-google-comparison\">Voice Search – Bing and Google Comparison\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#bing-offers-no-equivalent-to-google-books-and-scholarly-articles\">Bing Offers No Equivalent to Google Books and Scholarly Articles\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#google-got-ahead-of-the-game-with-flights-and-finance\">Google Got Ahead of the Game With Flights and Finance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#ai-in-search-google-gemini-vs-bing-chat-microsoft-copilot\">AI in Search: Google Gemini vs Bing Chat (Microsoft Copilot)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bing-vs-google-paid-advertising\">Bing vs Google: Paid Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#a-brief-history-of-google-ads-and-microsoft-advertising\">A Brief History of Google Ads and Microsoft Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#differences-between-google-ads-and-microsoft-advertising\">Differences Between Google Ads and Microsoft Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#privacy-and-tracking-in-2026\">Privacy and tracking in 2026\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#bing-vs-google-which-is-best\">Bing vs Google: Which Is Best?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#wrapping-up\">Wrapping Up\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-vs-bing-faqs\">Google Vs Bing FAQs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#why-would-someone-use-bing-instead-of-google\">Why would someone use Bing instead of Google?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-are-the-disadvantages-of-bing\">What are the disadvantages of Bing?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#should-i-use-bing-or-google\">Should I use Bing or Google?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"a-brief-history-of-bing-and-google\">A Brief History of Bing and Google\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-search-engine-history\">Google Search Engine History\u003C\u002Fh3>\n\n\n\n\u003Cp>In the early 90s, just as the Internet was being adopted by home users, a site called Jerry’s Guide to the World Wide Web was created. The brainchild of Stanford graduates, Jerry Yang and David Filo, this site would go on to become Yahoo in April 1994. As you can see from the image below, Yahoo was initially a database of websites that was organised through a hierarchical system rather than a searchable index of pages.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002FQdPZwW6R-Yahoo-homepage-in-1996.png\" alt=\"A screenshot of Yahoo’s homepage in 1996 from web.archive.org\" class=\"wp-image-18891\" style=\"width:1024px;height:505px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>A screenshot of Yahoo’s homepage in 1996 from web.archive.org\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The next big move in the history of search engines came in 1998 when two Stanford PhD students– Larry Page and Sergey Brin – founded Google. It started out as a research project known as BackRub, so-called due to its ranking method of analysing site backlinks to determine relative authority. This was what gave Google the edge over its competitors during its early days. \u003C\u002Fp>\n\n\n\n\u003Cp>As an interesting aside, the name Google derives from the word Googol, a number equivalent to ten raised to the power of a hundred (10100). Page and Brin attempted to secure the domain Googol.com at the time, but changed the name to Google when they found that it wasn’t available.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-search-engine-history\">\u003Cstrong>Bing Search Engine History\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>The history of Microsoft’s Bing, on the other hand, is much more recent. Descended from Windows Live Search and MSN Search, Bing came into being when these services were amalgamated and rebranded in July 2009. The first major update occurred in August 2011, with Microsoft introducing a new index-serving technology known as “Tiger”. Bing was then completely redesigned in 2015, followed by updates that penalised keyword stuffing and enhanced local search. More recently, in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fbing-officially-rebrands-as-microsoft-bing\u002F383090\u002F\">October 2020\u003C\u002Fa>, “Bing” rebranded to “Microsoft Bing”, complete with a new logo and colours.\u003C\u002Fp>\n\n\n\n\u003Cp>Google’s algorithm updates have been well documented, starting out sporadically with one in 2000 and another in 2002, then becoming increasingly more frequent over the years. In the present climate, hundreds of search algorithm changes are made every year, ranging from minor changes to far-reaching broad core algorithm updates that shake up the search engine results pages (SERPs). By contrast, Bing algorithm changes are rarely spoken about in the SEO community.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-vs-google-market-share-in-2026\">\u003Cstrong>Bing vs Google Market Share in 202\u003C\u002Fstrong>6\u003C\u002Fh2>\n\n\n\n\u003Cp>Although Google still dominates the global search market in 2026, Microsoft has seen some incremental gains in recent times. Google retains an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgs.statcounter.com\u002Fsearch-engine-market-share\">90.01% share of the global market\u003C\u002Fa>, although this has fallen from 93.37% since February 2023; during the same timeframe, Bing’s share has risen from 2.81% up to 4.98%.\u003C\u002Fp>\n\n\n\n\u003Cp>Combined, Bing and Google currently hold nearly 94% of the global search engine market share. Yandex, the most widely used search engine in Russia, is next with 2.51%, followed by Yahoo at 1.33%. These four sites account for the vast majority of search engine usage around the world, although there are many alternatives out there, including the likes of Ecosia, DuckDuckGo, and Brave Search.\u003C\u002Fp>\n\n\n\n\u003Cp>The levels of competition between the search engine giants are intense, but this is healthy and necessary. It is largely as a result of the intense rivalry between Bing and Google that points of difference have emerged between them, driven by the need to differentiate themselves and thereby increase market share.\u003C\u002Fp>\n\n\n\n\u003Cp>In its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.sec.gov\u002FArchives\u002Fedgar\u002Fdata\u002F1652044\u002F000165204426000012\u002Fgoogexhibit991q42025.htm\">FY 2025 year-end report\u003C\u002Fa>, Alphabet announced that its annual revenues exceeded $400 billion for the first time. A major driver of this milestone was ‘Google Search & other’, which saw a 16.7% year-over-year increase in the final quarter of 2025. This surge, fueled by the integration of Gemini 3 into the search experience, underscores why Google remains the dominant force that challenger engines are fighting to disrupt\u003C\u002Fp>\n\n\n\n\u003Cp>When Google announced the new AI Mode during I\u002FO 2025, Alphabet’s share price dropped by more than 7% as fear that the company would not effectively monetise their new AI search engine spread. Whilst the price per share has more than recovered since, with the share price hitting an all-time high in February 2026 when we published this blog, investors have remained sceptical about AI in search. Google still comfortably holds the market lead, but it’s becoming increasingly clear that the company must adopt a more aggressive strategy to AI development, and moreover, the monetisation of AI, in order to maintain its position. With Open AI announing that ChatGPT is set to trial ads last month, this is sure to encourage further competitive practices. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"differences-between-bing-and-google\">\u003Cstrong>Differences Between Bing and Google\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Bing and Google are both search engines that offer paid advertising and follow the same broad set of principles to rank organic results, considering backlinks, content quality, technical health, and so on. Yet when we search for the same query in both of these search engines, we can often find a different set of organic results – or the same pages, just organised into a different order. The purpose of the next section is, in part, to explore why this is.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-1536x1536\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2373\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fimage.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19677\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n \n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-vs-google-differences-in-ranking-factors\">Bing vs Google: Differences in Ranking Factors\u003C\u002Fh3>\n\n\n\n\u003Cp>Although there isn’t a definitive list of confirmed ranking factors, we know that Google analyses more than 200 factors to rank search results. The official documentation from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.microsoft.com\u002Fen-us\u002Ftopic\u002Fhow-bing-delivers-search-results-d18fc815-ac37-4723-bc67-9229ce3eb6a3#:~:text=Complex%20algorithms%20generate%20Microsoft%20Bing,collection%20of%20search%20results%20available.\">Bing\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.com\u002Fintl\u002Fen_uk\u002Fsearch\u002Fhowsearchworks\u002Fhow-search-works\u002Franking-results\u002F\">Google\u003C\u002Fa> does, however, contain some useful information, and allows us to pick out key similarities and differences between their ranking algorithms.\u003C\u002Fp>\n\n\n\n\u003Cp>Google and Bing both look at factors like content quality, backlinks, and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fpage-speed\u002F\">page speed\u003C\u002Fa> as part of their ranking algorithms, so it’s worthwhile investing time in these areas. But there are also some notable differences in what the two search engines consider important when it comes to rankings.\u003C\u002Fp>\n\n\n\n\u003Cp>The summary table below gives a quick overview of how the two search engines’ automated ranking systems compare. Read on to discover more about each of these factors below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"has-white-background-color has-background\">\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Ranking Factor\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Bing\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Google\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Mobile-First Indexing\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">❌\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Site speed\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Core Web Vitals\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">❌\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">302 redirects can cause indexing issues\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">❌\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Understands JavaScript content?\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Less so\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">More so\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Keywords in title tags and URLs\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">More so\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Less so\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Prefers .gov or .edu domains?\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">❌\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Backlinks\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Less so\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">More so\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Social media signals\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">❌\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Indexing short-form video content (TikToks\u002FReels\u002FShorts)\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Helpful, people-first content\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Relevance of content to search terms\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Content freshness and recency\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">✅\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"googles-mobile-first-indexing\">\u003Cstrong>Google’s Mobile-First Indexing\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Most SEOs will be aware of Google’s mobile-first indexing policy and its implications. In short, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fmobile-sites\u002Fmobile-first-indexing\">Google uses the mobile version of a site for indexing and ranking purposes\u003C\u002Fa>, making it important for all mobile content and metadata to be optimised fully and match that of the desktop version. (In practice, it’s best to avoid having separate mobile and desktop sites at all by implementing responsive design.) \u003C\u002Fp>\n\n\n\n\u003Cp>According to a previous \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-mobile-first-indexing-to-be-applied-to-all-sites-within-a-year-329733\">announcement,\u003C\u002Fa> mobile-first indexing was set to be applied to all websites by the end of 2020, this was \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2020\u002F07\u002Fprepare-for-mobile-first-indexing-with\">then pushed back\u003C\u002Fa> to a deadline of March 2021. Any sites that still use a mobile version must optimise it appropriately and improve the mobile user experience (UX) where possible – read our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmobile-first-index-guide\u002F\">guide on mobile-first indexing\u003C\u002Fa> for more information on this.\u003C\u002Fp>\n\n\n\n\u003Cp>Bing has a very different policy from Google when it comes to indexing content. Bing’s Christi Olson has confirmed that \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thesempost.com\u002Fbing-search-will-not-mobile-first-search-index\u002F\">Bing has no plans to implement any equivalent mobile-first indexing policy\u003C\u002Fa>, and is \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbing-no-separate-mobile-index\u002F\">sticking to a device-agnostic approach\u003C\u002Fa>, stating that “we maintain a single index that is optimised for both mobile and desktop to ensure our users continue to receive the most relevant, fresh, and consistent results no matter where they are.” Despite this, you should still allow Google’s mobile-first indexing policy to guide your SEO and UX efforts (as outlined in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmobile-first-index-guide\u002F\">our mobile-first indexing guide\u003C\u002Fa>) because doing so will not hurt your performance with Bing.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1555\" height=\"1036\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Farkan-perdana-eKTLh4_u7Ao-unsplash-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19679\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"core-web-vitals\">Core Web Vitals\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">In 2021, Google released a ranking factor called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fcore-web-vitals\">Core Web Vitals\u003C\u002Fa>. It describes these as a set of metrics designed to “measure real-world user experience for loading performance, interactivity, and visual stability of the page.” Since they were first launched, the interactivity metric – First Input Delay – has been replaced by \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-core-web-vital-inp\u002F\">Interaction to Next Paint (INP)\u003C\u002Fa>. Page load times are still evaluated by Largest Contentful Paint (LCP), whilst Cumulative Layout Shift (CLS) measures visual stability.\u003C\u002Fp>\n\n\n\n\u003Cp>Bing also wants to provide users with a great experience by serving pages that load fast and perform well on mobile, but it doesn’t have a proprietary equivalent to Core Web Vitals.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-css-opacity\"\u002F>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>\u003Cem>You can read in detail about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\">Core Web Vitals\u003C\u002Fa> in our guide.\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-css-opacity\"\u002F>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"302-redirects-and-indexing-issues\">302 Redirects and Indexing Issues\u003C\u002Fh4>\n\n\n\n\u003Cp>When implementing permanent redirects in SEO, it is considered good housekeeping to use 301 redirects as opposed to temporary 302 redirects. The use of 302 redirects can sometimes cause indexing issues with Google, but Bing’s system works by automatically interpreting a 302 redirect as a 301 after it has been crawled a few times. 302 redirects are therefore unlikely to cause any problems with Bing. To ensure your site is optimised for both Bing and Google, however, it’s important not to use 302 redirects when a permanent redirect is required.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-has-a-better-understanding-of-javascript-content\">Google Has a Better Understanding of JavaScript Content\u003C\u002Fh4>\n\n\n\n\u003Cp>Contrary to popular belief, Google’s crawlers have been able to understand JavaScript sections of your site for a while, and this will only improve over time: in 2015, a post on the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2015\u002F10\u002Fdeprecating-our-ajax-crawling-scheme.html\">Google Webmaster Central Blog\u003C\u002Fa> stated that “as long as you’re not blocking Googlebot from crawling your JavaScript or CSS files, we are generally able to render and understand your pages like modern browsers.” By contrast, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmaster\u002Fhelp\u002Fwebmaster-guidelines-30fba23a\">Bing’s Webmaster Guidelines\u003C\u002Fa> caution that “rich media (Flash, JavaScript, etc.) can lead to Bing not being able to crawl through navigation, or not see content embedded in a webpage.”\u003C\u002Fp>\n\n\n\n\u003Cp>Taken together, the responses from Google and Bing provide a few useful takeaways when it comes to rich media and SEO:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Firstly, sites should certainly avoid burying any important links on a page within JavaScript, as these may not be read by all search engines. \u003C\u002Fli>\n\n\n\n\u003Cli>Secondly, the general advice provided by Bing on this should be suitable for both Google and Bing SEO: “to avoid any potential issues, consider implementing a down-level experience which includes the same content elements and links as your rich version does.” \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Here, the term ‘down-level experience’ refers to the content that would be rendered on the site without all of the rich media (i.e. how some crawlers would see the page). Use an SEO browser tool to check how your site appears to crawlers and make sure that all of the important content is visible.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-places-more-emphasis-on-keywords-in-title-tags-and-urls\">Bing Places More Emphasis on Keywords in Title Tags and URLs\u003C\u002Fh4>\n\n\n\n\u003Cp>Bing relies more heavily on old-school methods of understanding and ranking content, such as the use of keywords in title tags and URLs.\u003C\u002Fp>\n\n\n\n\u003Cp>Both search engines still look for keywords in title tags as a way of matching queries with relevant results – a quick glance at their official search documentation tells you as much. However, thanks to its ever-evolving natural language processing capabilities, Google has less need to rely on metadata (particularly since the advent of the RankBrain and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-the-google-bert-update\u002F\">BERT\u003C\u002Fa> updates).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"567\" height=\"138\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fg7DE2yfP-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26616\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Historically, search engines have also looked for keywords in URLs and used this as a way to rank results.  Google’s John Mueller has explicitly \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fjohn-mueller-on-keyword-domain-names-and-branding-for-seo\u002F504786\u002F\">advised against relying on keyword-rich URLs\u003C\u002Fa>, going so far as to say that “a keyword domain name is not going to give you any recognisable SEO advantage” on the search engine. Despite this, it’s common even now to see exact match domain names performing well for queries they align with, but this occurs more often on Bing than on Google.\u003C\u002Fp>\n\n\n\n\u003Cp>Thinking beyond SEO, using descriptive, keyword-rich URLs is best for your users: clear URL naming conventions send a clear signal about the purpose of your pages, whilst also highlighting where they sit in your site’s structure.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-prefers-official-domain-types\">\u003Cstrong>Bing Prefers Official Domain Types\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Bing prefers established content that has either been live for quite some time or has gained a large amount of traffic. This preference is also reflected in the fact that Bing favours more official top-level domains such as .gov or .edu, whereas Google considers commercial or popular websites to be just as valuable in many situations and relies more on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-seo\u002F#introducing-pagerank\">PageRank\u003C\u002Fa>. With this in mind, you could argue that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> and link building campaigns are more important for ranking on Google than Bing.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"backlinks-and-off-page-seo\">Backlinks and \u003Cstrong>Off-Page SEO\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>We’ve already noted that Google’s ranking process originated with a PhD project called BackRub, which used backlinks to determine relative site authority. Even now, the search engine still utilises backlink analysis as a primary method for ranking websites: the more links to your site, the better its authority (and the better it will stand out in the search results). Although still a deciding factor in ranking, Bing does not place quite as much importance on backlinks.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite the fact that backlinks are more important for Google SEO, there are some significant commonalities between the two search engines’ treatment of links. In both cases, it is not just the quantity of backlinks that determines authority but also the quality and relevance. Links from well-established sites that are relevant to the recipient site pass on more link equity than their less authoritative counterparts.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-pays-attention-to-social-signals\">\u003Cstrong>Bing Pays Attention to Social Signals\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>In 2016, Google’s Gary Illyes was asked if the search engine incorporates social signals (e.g. consumer-brand interaction on Facebook) into its ranking algorithms. His concise answer: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fagain-google-doesnt-use-social-media-for-ranking-22200.html\">“no, we don’t”\u003C\u002Fa>. Bing, however, is much keener on social media engagement, a preference that is reflected by its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmaster\u002Fhelp\u002Fwebmaster-guidelines-30fba23a\">use of social signals as a ranking factor\u003C\u002Fa>. Pages that have earned a greater number of likes, shares, and retweets are more likely to rank highly on Bing (although this is not a major ranking factor). Some form of social media marketing should be integrated into your digital marketing strategy by now, but Bing gives you an added incentive in the form of ranking boosts for strong social media performance.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"content-quality-relevancy-and-recency\">Content Quality, Relevancy, and Recency\u003C\u002Fh4>\n\n\n\n\u003Cp>What unites Bing and Google is their shared focus on surfacing high-quality content for users. Google’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Ffundamentals\u002Fcreating-helpful-content\">Helpful Content Update guidance\u003C\u002Fa> states that its “automated ranking systems are designed to present helpful, reliable information” in the top search results. Similar sentiments around providing “fair, balanced, and comprehensive content” are expressed in Bing’s documentation. Both search engines, then, look to reward content that responds helpfully to search queries and objectively adds value to users.\u003C\u002Fp>\n\n\n\n\u003Cp>A further point of similarity is their emphasis on the recency or “freshness” of content, particularly when ranking results for highly topical or news-related queries. Pages containing the most recent, up-to-date information on a topic tend to rank higher than those that have become outdated. For this reason, it’s vital to continue publishing new content – and refreshing older pages – as part of your SEO strategy.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-vs-google-beyond-ranking-factors\">Bing vs Google: Beyond Ranking Factors\u003C\u002Fh3>\n\n\n\n\u003Cp>We’ve covered a range of areas in which Bing’s ranking process varies from Google’s. But there are plenty of other differences between the two search engines aside from their ranking algorithms. Read on to discover how Bing and Google differ in terms of search results features, functionalities, AI capabilities and more.\u003C\u002Fp>\n\n\n\n\u003Cp>The main contrasts between Bing and Google are summarised in this comparison table, and then considered in more depth in the sections below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-stripes\" style=\"font-size:15px\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Point of Comparison\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Bing\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Google\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">SERP features\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Fewer different types\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">20+ many of which are unique\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Visual immersion\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Image-heavy infographics shown for certain informational queries\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Generally less focused on visual media, but with image and video packs\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Local search results\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Localised results using a range of SERP features to display information \u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Hyper-localised results from the immediate vicinity with fewer features\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Map functionalities\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Bing Maps displays slightly different routes and journey time estimates\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Google Maps displays slightly different routes and journey time estimates\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Image search\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">More advanced image search, released prior to Google’s offering\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Less advanced functionality, but Google is rapidly closing the gap with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fintroducing-mum\u002F\">MUM\u003C\u002Fa>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Voice search\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Copilot Voice offers superior speech recognition overall\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Google Assistant offers enhanced understanding of context\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Books and Scholarly Articles\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Not available in Bing at the time of writing\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Have been available in Google for well over a decade\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Flights\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Recently added to Bing, along with other travel functionalities\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Google was the first search engine to offer this feature\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Finance\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Not available in Bing at the time of writing\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Google Finance is unique in offering trends and share price information\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">AI in search\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Powered by Microsoft Copilot\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Powered by Google Gemini\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-has-additional-serp-features\">\u003Cstrong>Google Has Additional SERP Features\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Bing has kept pace with Google throughout many SERP feature updates over the last few years. Whilst many of following SERP features were first created by Google (excluding the Twitter SERP feature), both search engines now use them:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Knowledge cards\u002Fpanels\u002Fcarousels\u003C\u002Fli>\n\n\n\n\u003Cli>Maps (Local Packs)\u003C\u002Fli>\n\n\n\n\u003Cli>News (Top stories)\u003C\u002Fli>\n\n\n\n\u003Cli>Images\u003C\u002Fli>\n\n\n\n\u003Cli>Video Packs\u003C\u002Fli>\n\n\n\n\u003Cli>Sitelinks (and mini-sitelinks)\u003C\u002Fli>\n\n\n\n\u003Cli>Twitter\u003C\u002Fli>\n\n\n\n\u003Cli>In-depth articles\u003C\u002Fli>\n\n\n\n\u003Cli>Featured snippets (text\u002Flist\u002Ftable)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Recipes\u003C\u002Fli>\n\n\n\n\u003Cli>Apps\u003C\u002Fli>\n\n\n\n\u003Cli>Reviews\u003C\u002Fli>\n\n\n\n\u003Cli>Related Searches\u003C\u002Fli>\n\n\n\n\u003Cli>Jobs\u003C\u002Fli>\n\n\n\n\u003Cli>Flights\u003C\u002Fli>\n\n\n\n\u003Cli>Shopping\u003C\u002Fli>\n\n\n\n\u003Cli>AI summaries (known as AI Overviews in Google)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>That said, there are some examples where Bing has decided not to follow the path taken by its main competitor in this area, such as Google Books and Scholarly Articles. \u003C\u002Fp>\n\n\n\n\u003Cp>Depending on your point of view, the increased implementation of SERP features across both search engines could be considered a blessing or a curse. Some SEOs rail against the rise of featured snippets, People Also Ask (PAA) boxes, and, more recently, AI Overviews in Google SERPs, citing studies that suggest they \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fanother-featured-snippet-study-shows-steal-significant-traffic-first-organic-result-275967\">lower click-through rates (CTRs) for all sites on the first page\u003C\u002Fa>. Indeed, since Google removed pages that have featured snippets from the organic listings below them, this view has become more and more popular – particularly within ecommerce, some sites are opting out of featured snippets in favour of a listing using the max-snippet or no-snippet meta tags.\u003Cmeta charset=\"utf-8\">\u003C\u002Fmeta>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ai-overviews\">\u003Cstrong>AI Overviews\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>AI Overviews have scaled up to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Ftechnology\u002Fai\u002Fio-2025-keynote\u002F#ai-mode\">1.5 billion monthly users\u003C\u002Fa> in 200 countries and territories and in their biggest markets are \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fgoogle-search-ai-mode-update\u002F\">driving over 10% increase\u003C\u002Fa> in the queries utilising AI Overviews. They make up \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fsensor?db=UK\">11.6%\u003C\u002Fa> of search results in the UK and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fsensor\">10.37%\u003C\u002Fa> in the US and are forcing businesses to adapt, many of which won’t be able or willing to, leaving opportunity for savvy organisations to become more aggressive in the market. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s not surprising that some within the digital marketing community will therefore happily vie for SERP real estate by striving to obtain AI Overviews. It’s true that these features can reduce CTRs in situations where a satisfactory answer is supplied without actually having to click through to a website – and the data we’ve seen from clients across many different industries supports this, with CTRs dropping where AI Overviews are prevalent.\u003C\u002Fp>\n\n\n\n\u003Cp>However, sites that hold prominent search result features for more complex topics often see the affected keywords driving plenty of clicks. Your content being shown as a snippet also increases your brand visibility and reputation, potentially leading to more clicks in future as users are more likely to click on familiar brands. What’s more, obtaining SERP space for long-tail keywords can enable sites to target users with niche questions and attract high-intent traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>And AIOs aren’t the only thing Google is implementing. In March of 2026 they \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts-and-platforms\u002Fproducts\u002Fsearch\u002Fsearch-live-global-expansion\u002F\">expanded their Search Live feature to over 200 countries\u003C\u002Fa>, allowing users to have interactive conversations with an AI as part of their search experience, utilising voice and camera to make it immersive. This converts traditional searching to a more natural conversation with an AI assistant and allows hands-free searching with your phone. It also means that you can provide context for your situation by providing the AI assistant with a photo or video of what you’re doing. \u003C\u002Fp>\n\n\n\n\u003Cp>AI Overviews and other such AI-driven features aren’t going away – and their rapid adoption suggests that users don’t hate this mode of search. Maintaining bottom-of-funnel visibility across traditional search results that drive revenue is still key. But it’s likewise important to keep pace with changing search behaviour: if your ideal customers are searching where AI Overviews are commonly present, your brand should be present there too.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1198\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fpaid-search-agency-overview.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33855\"\u002F>\u003C\u002Ffigure>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-generative-search\">\u003Cstrong>Bing Generative Search\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Bing is conscious of this paradigm shift, and in July of 2024 they introduced their own answer to AI Overviews and Search Live: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblogs.bing.com\u002Fsearch\u002FJuly-2024\u002Fgenerativesearch\">Bing Generative Search\u003C\u002Fa>. Bing Generative Search works by combining the power of generative AI and large language models (LLMs) with the search results page to give extensive and dynamic responses to queries. It understands the search query, reviews available information across the web, and presents extensive research in a compact way. The information not only answers the query searched but recommends other sources with additional or related information as well as the citations. \u003C\u002Fp>\n\n\n\n\u003Cp>Bing claims based on early data that this generative AI maintains the number of clicks to websites, giving it a benefit over AI Overviews, due to it retaining traditional search results and increasing the number of clickable links. Whilst many businesses will be glad of this fact, as it means page ranking is largely unaffected, there’s one question that remains: with Google pushing for more AI Overviews that don’t submit to traditional page ranking, will businesses flock to Bing as a reliable substitute to Google or will it simply be left behind?\u003Cmeta charset=\"utf-8\">\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-is-more-visually-immersive\">\u003Cstrong>Bing Is More Visually Immersive\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>In March 2021, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmarch-2021-search-industry-algorithm-updates\u002F\">Microsoft Bing released a number of updates\u003C\u002Fa> to their search features with the aim of moving towards “search results that seamlessly combine information with visually rich imagery in a single beautiful view”, as described by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblogs.bing.com\u002Fsearch\u002F2021_03\u002FMicrosoft-Bing-delivers-more-visually-immersive-experiences-that-save-you-time\">Bing\u003C\u002Fa>. This tactic of displaying all of the key details in one aesthetically appealing panel reduces the cost of information retrieval – as with Google featured snippets and more recently AI Overviews, users may no longer need to leave the SERPs to have their query answered. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"alignright size-medium_large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"493\" height=\"646\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fimage.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19681\" style=\"width:303px;height:397px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>An infographic displayed in Bing for the keyword ‘tiger’\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In the example shown here, a search for ‘tiger’ brings up an infographic style search feature. Visually pleasing and immediately engaging, this panel presents key information about tigers in a way that is easy for users to digest. Each fact within the infographic links to a specific source website, so that users can dig deeper if they wish to.\u003C\u002Fp>\n\n\n\n\u003Cp>The overall effect is that the user has no need to visit a website and sift through large amounts of text, but can instead gather important information directly from Microsoft Bing through engaging SERP features. In that sense, then, Bing is much more visually immersive than Google. \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"local-search-and-user-proximity\">\u003Cstrong>Local Search and User Proximity\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Bing differs from Google in its approach to handling local search queries such as ‘restaurants near me’, displaying an entirely different set of results for the same localised keywords. \u003C\u002Fp>\n\n\n\n\u003Cp>Both search engines display a map of the local area with pins indicating the locations of businesses and places that are relevant to the search. However, Google typically focuses on the user’s immediate vicinity by default, whereas Bing provides a larger view of the wider area.\u003C\u002Fp>\n\n\n\n\u003Cp>Compare and contrast the two SERPs below for ‘restaurants near me’, the first of which is from Bing and the second from Google:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002FNM57SdS1-Bing-22restaurants-near-me22.png\" alt=\"Bing results for “restaurants near me” with a wide-focus map\" class=\"wp-image-18897\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Bing results for “restaurants near me” with a wide-focus map\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002FJ9LCf9CK-Google-22restaurants-near-me22.png\" alt=\"Google results for “restaurants near me” with a slightly more zoomed-in map\" class=\"wp-image-18896\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Google results for “restaurants near me” with a more zoomed-in map\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This hyper-local vs local pattern also applies in terms of the top pages that Bing and Google will provide for local searches: Google tends to serve top listings that are very close to the user, whilst Bing will provide the most relevant listing from a wider radius. In the example above, the top restaurant for Google is closer to the user’s actual location than the one provided by Bing. In 2019, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fheres-what-you-need-to-know-about-googles-newest-algorithm-update-possum-2-0-324927\">Google updated its local search ranking process to prioritise user proximity\u003C\u002Fa>, so this is unsurprising.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblogs.bing.com\u002Fsearch\u002F2021_03\u002FMicrosoft-Bing-delivers-more-visually-immersive-experiences-that-save-you-time\">Bing announced\u003C\u002Fa> an update in March 2021 to their local search results in order to display aggregated information from a variety of sources. In other words, instead of just a piece of text or image carousel for a local search, Bing now shows Bing Maps, images, reviews, and other features to give as much detail on the location as possible. First launched in the US, this move was a sign of Bing’s continued efforts to provide design-focused informational searches and offer a more comprehensive overview than Google currently achieves.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-and-google-maps-side-by-side\">\u003Cstrong>Bing and Google Maps Side by Side\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Bing Maps and Google Maps are both integral components of their respective search engines – these map functionalities have become widely used and are now central to Bing and Google’s offerings. We’ve briefly touched upon the differences between them in the context of local search, but it’s worth digging a little deeper into this.\u003C\u002Fp>\n\n\n\n\u003Cp>At first glance, there aren’t too many visual differences between the user interfaces (UIs) of Bing Maps and Google Maps, as you can see from these screenshots of the two:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002FTgA4rcMY-Bing-Maps-screenshot.png\" alt=\"Results for "Nottingham" in Bing Maps\" class=\"wp-image-18898\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Results for “Nottingham” in Bing Maps\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F03\u002FmZNTrmPK-Google-Maps-screenshot.png\" alt=\"Results for "Nottingham" in Google Maps\" class=\"wp-image-18899\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Results for “Nottingham” in Google Maps\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n \n\n\n\n\u003Cp>Both maps functions provide the user with a knowledge panel containing information about the area or business, in addition to direction, sharing, and saving functionalities. The main section of both UIs is taken up by the map itself – in both cases, the map allows the user to zoom in and move about.\u003C\u002Fp>\n\n\n\n\u003Cp>The most significant differences between Bing Maps and Google Maps come down to the directions they provide and the data that goes with this. The estimated journey times and accompanying route information differs between the two web mapping services.\u003C\u002Fp>\n\n\n\n\u003Cp>Google appears to give slightly longer estimates: when searching for directions between Impression’s Fothergill House office in Nottingham and St Pancras Station in London by car, Bing estimates a 2 hour 39 minute journey and Google suggests 2 hours 45 minutes. Other journeys produce a similar disparity, with Google tending to add around 3-5% of the estimated journey time that was suggested by Bing in each case.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">Although not important in SEO, it’s interesting that Google Maps provides the user with additional information regarding the fastest route between the destinations. When searching for Impression-St Pancras directions, for example, Google Maps highlights the fact that the chosen route avoids the closure of a major bridge along the way, whereas Bing Maps makes no reference to this potentially significant closure.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-impresses-with-image-and-visual-search\">\u003Cmeta charset=\"utf-8\">\u003Cstrong>Bing Impresses with Image and Visual Search\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.businesswire.com\u002Fnews\u002Fhome\u002F20180829005092\u002Fen\u002FNew-Research-ViSenze-Finds-62-Percent-Generation\">Recent studies\u003C\u002Fa> have found that 62% of Gen Z and Millennials want visual search capabilities. With the advancement of AI and machine learning, the demand for image search is continuously growing – but who is currently ahead of the game between Google vs Bing? \u003C\u002Fp>\n\n\n\n\u003Cp>While Google offers users a wider selection of images and an Advanced Search function for helpful filtering, Bing offers higher-quality images with more detailed information than Google. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fvisualsearch\">Bing also offers visual search\u003C\u002Fa> capabilities straight from the search engine, giving users the ability to complete a wide range of immersive functions (called specialised skills), such as shopping for furniture or clothing, identifying celebrities, exploring landmarks and finding similar images. The search engine is particularly good at displaying information alongside the images, such as pricing.\u003C\u002Fp>\n\n\n\n\u003Cp>Another advantage of Bing Visual Search is that it allows developers to tell Bing what actions should be offered to a user directly from the image, such as leading users to a sale on a product page. Considering this together with higher quality images and more detailed information, Bing may currently have the upper hand on Google over image search capabilities.\u003C\u002Fp>\n\n\n\n\u003Cp>However, Google is hot on the tails of its main rival with an ever-improving image search offering powered by its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fintroducing-mum\u002F\">Multitask Unified Model (MUM)\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"voice-search-bing-and-google-comparison\">\u003Cstrong>Voice Search – Bing and Google Comparison\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>According to data from an \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fnine-voice-search-stats-to-close-out-2019-326884\">Adobe survey\u003C\u002Fa>, 48% of consumers use voice search for “general web searches” and 39% use virtual personal assistants (VPAs) via their smart speaker devices. Clearly, voice search represents a huge opportunity for SEOs and digital marketers more generally, but what are the key differences between the functionalities provided by Bing and Google?\u003C\u002Fp>\n\n\n\n\u003Cp>Previous commentators have suggested that the two search engines offer different benefits to users of voice search. Writing for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginewatch.com\u002F2017\u002F09\u002F21\u002Fhow-does-bings-voice-search-compare-to-googles\u002F\">Search Engine Watch\u003C\u002Fa>, Clark Boyd has argued that Microsoft’s digital assistant, Cortana, has superior speech recognition but less accurate understanding of context than the Google Assistant. The point regarding the understanding of context makes sense when we consider recent Google developments such as MUM and its predecessor \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-the-google-bert-update\u002F\">BERT\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>As mentioned above, many voice searches take place via a physical smart speaker device such as an Amazon Echo. Given that these devices are one of the primary means by which voice searches are made, we might want to know which of the two major search engines’ results are used to answer queries most often as a further point of contrast.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1470\" height=\"980\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fimage.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29941\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">There are no published statistics regarding the number of smart speaker VPA queries that are answered by Bing in comparison to Google. However, three of the four VPAs – Apple’s Siri, Microsoft’s Cortana, and Amazon’s Alexa – use Bing for this purpose, with only the Google Assistant providing answers from Google. As such, we can assume that the majority of smart speaker users are receiving answers to their questions from Bing rather than Google.\u003C\u002Fp>\n\n\n\n\u003Cp>Whatever the source of the results provided to users, the process of optimising your website for voice search remains the same. Fortunately for SEOs, this means that the same optimisation techniques will help to ensure that your content is used for voice search results powered by both Bing and Google.  Read our dedicated guide for more information on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-voice-search\u002F\">optimising your site for voice search\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-offers-no-equivalent-to-google-books-and-scholarly-articles\">\u003Cstrong>Bing Offers No Equivalent to Google Books and Scholarly Articles\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>University students and book-lovers alike will tend to be drawn to Google over Bing due to the search engine’s useful features for carrying out research, including Google Books and Scholarly Articles. Similar to Google Images, these are displayed as separate tabs within the UI that users can switch over to if they are looking for books or academic papers on a given topic.\u003C\u002Fp>\n\n\n\n\u003Cp>There are plenty of useful applications for these functionalities. Students looking to find that one key reference to support their thesis can use Scholarly Articles to help narrow down the search without having to pore over endless tomes in a physical library. And if you like the sound of a new novel from your favourite author but want to try before you buy, Google Books can help you do just that, with previews available for many titles.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-medium_large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1436\" height=\"1144\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FzJ7xZBvb-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19699\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>The Google Books results for ‘search engine optimisation’.\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-got-ahead-of-the-game-with-flights-and-finance\">Google Got Ahead of the Game With Flights and Finance\u003C\u002Fh4>\n\n\n\n\u003Cp>Flights and Finance are two other handy features pioneered by Google. Similar to sites like Skyscanner, Google Flights does exactly what it says on the tin: users can search and book flights via third-party operators all from one page, with the added benefit that you can filter flights by their environmental impact in terms of carbon emissions. In 2026, Bing Travel is now highly integrated with Copilot for itinerary building, meaning that Google Finance remains unique. This interface allows you to view market trends and current share prices alongside a collection of relevant news stories, all without leaving Google.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2328\" height=\"1058\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002F90yllLyK-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-19701\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>The Google Flights UI\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ai-in-search-google-gemini-vs-bing-chat-microsoft-copilot\">\u003Cstrong>AI in Search: Google Gemini vs Bing Chat (Microsoft Copilot)\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>In February 2023, Bing took a leap with OpenAI’s GPT-4, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theverge.com\u002F2023\u002F5\u002F4\u002F23710071\u002Fmicrosoft-bing-chat-ai-public-preview-plug-in-support\">debuting Bing Chat\u003C\u002Fa> (since rebranded to Copilot). This was a new feature allowing users to engage in conversations with its AI chatbot instead of traditional search queries. Responding swiftly in March 2023, Google introduced its AI chatbot, Gemini, powered by Google’s PaLM 2 language model. Differing from ChatGPT, Gemini leverages a distinct approach by directly extracting information from the web. \u003C\u002Fp>\n\n\n\n\u003Cp>Comparing the two, Gemini presents three response drafts for selection, while Copilot allows for response refinement upon request. Furthermore, Copilot can create AI-generated images, whereas Gemini can only retrieve images from the internet.\u003C\u002Fp>\n\n\n\n\u003Cp>Overall, Copilot’s versatility and accessibility has outshone Google Gemini. However, Google launched \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fgoogle-search-ai-mode-update\u002F#ai-mode-search\">AI Mode\u003C\u002Fa> in the US in May 2025 and in the UK in July 2025. Google AI Mode boasts significant usability upgrades compared to Google Gemini, including live recommendations, custom personalised experiences, and extensive research assistance – all of which can be used via text or verbal command. \u003C\u002Fp>\n\n\n\n\u003Cp>This feature challenges Bing’s own AI search feature, which was released in April of 2025 and put pressure on Google with its extensive research capabilities: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.microsoft.com\u002Fen-us\u002Fbing\u002Fcopilot-search\u002F?form=MA13XW&cs=2199494592\">Bing Copilot Search\u003C\u002Fa>. Reminiscent of chatbots like ChatGPT, Copilot Search provides a stream of conversational paragraphs, aided with imagery and related links, to answer the user’s query. Whilst it provides extensive and often accurate research, it fails to compete with Google’s more niche features. \u003C\u002Fp>\n\n\n\n\u003Cp>Google’s AI Mode is integrated very conveniently, being able to shop for you, provide clothing previews based on a picture of you, provide extensive graphs and charts with research, and even create a fully cited report based on research pulled from the web. Contrastingly, Bing’s Copilot Search is relatively basic in functionality. Copilot Search provides extensive research into the query, suggests further related content, and allows a follow-up query, potentially providing a more refined search experience, but can’t present findings in graphs, help with shopping and price tracking, or assist with live footage.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst it seems that Google has increased its versatility to overshadow Copilot, the accessibility and refinement of Copilot, as well as its ability to produce images and art for free, still keep Bing a tempting alternative to Google. This space is a fast-moving and unpredictable one. Inevitably, these search engines will evolve, with AI only becoming smarter and more integrated. Watch this space for further developments!\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-vs-google-paid-advertising\">Bing vs Google: Paid Advertising\u003C\u002Fh3>\n\n\n\n\u003Cp>We’ve now discussed the vast majority of differences between the two search engine giants when comparing them from an organic search perspective. All that remains in this Bing and Google comparison is to explore how the two search engines vary in terms of their paid advertising services: Google Ads (formerly Google AdWords) and Microsoft Advertising (formerly Bing Ads). Here at Impression, we believe in the value of both platforms, offering \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fmicrosoft-advertising-management\u002F\">Microsoft Advertising Management\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads Management\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"a-brief-history-of-google-ads-and-microsoft-advertising\">\u003Cstrong>A Brief History of Google Ads and Microsoft Advertising\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>Microsoft Advertising is a much younger paid ad offering than Google Ads, beginning life as MSN adCenter in 2006. Prior to this, all of the PPC advertising on MSN Search was supplied by Overture and then Yahoo. Microsoft was definitely late to the party by comparison to the other major search engine providers, but soon realised that there was a burgeoning market to tap into.\u003C\u002Fp>\n\n\n\n\u003Cp>By the time MSN adCenter was launched, Google Adwords was in its prime and had been running for 6 years, putting the new challenger on the back foot from the outset. To begin with, its business model was distinct from the present offering: utilising a subscription-based model, Google would set up and manage campaigns on behalf of businesses. All of this changed in 2005 with the release of the Adwords self-service portal, the basis for the contemporary Google Ads service.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"differences-between-google-ads-and-microsoft-advertising\">\u003Cstrong>Differences Between Google Ads and Microsoft Advertising\u003C\u002Fstrong>\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">When starting out with PPC advertising, the first thing that many businesses want to know is which platform has the greatest reach. Given Google’s dominance in the search market from an early stage, it’s unsurprising that Google Ads enables sites to reach a far larger volume of users than Microsoft Advertising. \u003C\u002Fp>\n\n\n\n\u003Cp>That said, Microsoft has made several strategic moves over the years in an effort to eat into Google’s share of the paid search market:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Following the launch of advertising on Facebook in 2006, Microsoft teamed up with the social network and adverts from its adCenter were published across the site (although Facebook replaced this by launching its own ad service the year after). \u003C\u002Fli>\n\n\n\n\u003Cli>With the launch of Bing in 2010, Microsoft partnered with Yahoo. The partnership enabled Bing ads to be syndicated on the Yahoo network.\u003C\u002Fli>\n\n\n\n\u003Cli>At present, Microsoft Advertising is the single source of advertising across the Yahoo and AOL networks.\u003Cmeta charset=\"utf-8\">\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In 2021, Bing announced a new responsive ad format called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fabout.ads.microsoft.com\u002Fen-gb\u002Fblog\u002Fpost\u002Fjuly-2021\u002Flet-your-brand-shine-with-multimedia-ads\">Multimedia Ads\u003C\u002Fa> following their focus on visually immersive search, which uses machine learning to combine images, headlines and descriptions. Importantly, only one Multimedia Ad will be displayed on a page, giving it prominence in the SERP. Google Ads does not currently offer a similar ad format with such exclusivity.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">Despite Microsoft’s best efforts, Google Ads remains the dominant force in PPC. But with this position comes great competition between businesses for Google’s SERP space, which can be off-putting for smaller firms and new entrants to the paid search market. Achieving the top-paid positions on Google is far more difficult than on Bing, requiring high-quality scores and significant levels of investment.\u003C\u002Fp>\n\n\n\n\u003Cp>This brings us on to another key difference between Google Ads and Microsoft Advertising: the cost. The cost per click (CPC) on individual keywords tends to be lower with Microsoft Advertising than with its paid search rival, with aggregate effects on the cost of campaigns as a whole. (Keep in mind, however, that this is not the case in some verticals.) Whilst costs are generally lower with Microsoft, there’s a trade-off between price and audience volume – costs may be higher on Google Ads, but you’ll reach a much larger audience.\u003C\u002Fp>\n\n\n\n\u003Cp>The composition of Bing’s audience likewise differs from Google’s. The challenger search engine is typically frequented by older users with higher levels of education than Google’s average user, so working with the UK’s second-favourite search engine can really benefit businesses that target this demographic specifically. Even for brands that have adopted a mass-market targeting strategy, spreading your paid search advertising across both channels can help to ensure even coverage.\u003C\u002Fp>\n\n\n\n\u003Cp>In relation to this, there’s also variation between the targeting options offered by the two paid ad services. Both platforms enable sites to target specific user segments based on characteristics such as demographics, increasing the efficiency of ad spend. Google Ads offers a wide range of targeting options, from remarketing to dynamic search ads; Microsoft Advertising provides several targeting options, but is generally considered to be less advanced than its main competitor in this respect. In 2021, Bing announced the expansion of the Microsoft Audience Network and also the release of Similar Audiences targeting, although this has only been rolled out to the US market.\u003C\u002Fp>\n\n\n\n\u003Cp>Microsoft Advertising does allow you to use data from users’ LinkedIn profiles to create target segments. This information can be really useful for certain types of businesses that want to target users who work in specific industries (recruitment firms, for example, would benefit from this). Working at a more granular level, it can also be used as a tool to target employees of particular companies with ads. The LinkedIn targeting function is exclusive to Microsoft Advertising and LinkedIn Ads.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"privacy-and-tracking-in-2026\">Privacy and tracking in 2026\u003C\u002Fh3>\n\n\n\n\u003Cp>While LinkedIn targeting remains a unique advantage for Microsoft, the biggest technical differentiator in 2026 is how each platform handles the “cookieless” transition. Following Google’s 2025 pivot, third-party cookies in Chrome now operate on a \u003Cstrong>User Choice\u003C\u002Fstrong> model. To combat the resulting signal loss, both platforms have launched sophisticated first-party tools:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Google Ads relies on Enhanced Conversions and the Privacy Sandbox to model lost data.\u003C\u002Fli>\n\n\n\n\u003Cli>Microsoft Advertising leverages its Universal Event Tracking (UET) and deep integration with the Edge browser and Windows ecosystem to maintain stable, first-party attribution.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>For businesses trying to decide which PPC platform to choose, we would recommend using both of them as part of an integrated digital marketing strategy. As we’ve seen, each search engine has its own unique flaws, merits, and audiences, so sites often see the best performance overall when combining the two and serving ads on both.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-vs-google-which-is-best\">\u003Cmeta charset=\"utf-8\">Bing vs Google: Which Is Best?\u003C\u002Fh2>\n\n\n\n\u003Cp>Google is still the market leader, with an 90.01% market share in February 2026. It is often the first to launch innovative features like AI Overviews and has a larger index to pull high-quality pages from. However, Bing has kept pace by bringing AI into its search results with Microsoft Copilot, and excels in offering users a more visually immersive search experience.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"wrapping-up\">\u003Cstrong>Wrapping Up\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve covered a huge amount of ground here, so let’s wrap up with a quick overview.\u003C\u002Fp>\n\n\n\n\u003Cp>Starting with the history of the two firms and their competitive rivalry, we went on to consider the main differences in their organic ranking processes. This section put forward a number of actionable recommendations around how to optimise sites for both Bing and Google.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Choose URLs and metadata that help include your target keywords and help users to understand the content of your pages.\u003C\u002Fli>\n\n\n\n\u003Cli>Never use a 302 redirect when a permanent 301 redirect is required.\u003C\u002Fli>\n\n\n\n\u003Cli>Focus your off-page efforts on gaining high-quality links from relevant, authoritative sites.\u003C\u002Fli>\n\n\n\n\u003Cli>Encourage users to engage with your brand via social media (Bing takes social media metrics into account in its organic ranking process).\u003C\u002Fli>\n\n\n\n\u003Cli>For pages that contain lots of JavaScript and rich media content, ensure that crawlers can read all of the important information. To do this, create a down-level experience with the same elements as the rich version, expressing important details through HTML (you can check how crawlers see your page using an SEO browser tool).\u003C\u002Fli>\n\n\n\n\u003Cli>If your site still has separate desktop and mobile versions, check that they are both optimised in the same way and that the mobile UX is seamless.\u003C\u002Fli>\n\n\n\n\u003Cli>Above all, keep publishing fresh, helpful content that will add value to your audience – and regularly update older pages.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This blog has also provided a comparison of Bing and Google beyond ranking factors, looking at SERP features, local search, maps functionalities, and voice search. There are a number of important takeaways from this section:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Google offers additional SERP features such as Google Scholar. \u003C\u002Fli>\n\n\n\n\u003Cli>Bing’s local search scours a wider radius by default, whereas Google tends to focus on listings that are in closer proximity to the user.\u003C\u002Fli>\n\n\n\n\u003Cli>Google Maps estimates longer journey times than Bing Maps, but also provides more important information regarding the route you have selected.\u003C\u002Fli>\n\n\n\n\u003Cli>Bing is moving towards a more visually immersive search experience, offering unique search features not currently used by Google\u003C\u002Fli>\n\n\n\n\u003Cli>Google offers a wider selection of images, however Bing has higher-quality images and offers more detailed information.\u003C\u002Fli>\n\n\n\n\u003Cli>In relation to voice search, the Google Assistant has a greater understanding of linguistic context but less accurate speech recognition than Microsoft’s Cortana, which has now pivoted to Copilot Voice(see our blog for tips on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-voice-search\u002F\">optimising for voice search\u003C\u002Fa> across both search engines).\u003C\u002Fli>\n\n\n\n\u003Cli>Only Google smart speakers and Google Assistant-enabled devices use Google results for VPA responses, whereas Apple’s Siri, Microsoft’s Copilot Voice, and Amazon’s Alexa all use Bing results.\u003C\u002Fli>\n\n\n\n\u003Cli>Both search engines are vying to get ahead with AI in search – Google has launched AI Overviews, providing AI-generated summaries and answers to questions directly in search results.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The third section of this guide compared the two search engines’ paid advertising services (Google Ads and Microsoft Advertising). It’s worth remembering from this section that Google’s offering predates Bing’s by six years, having been launched as Google AdWords in 2000. Another key point to take away is that Microsoft has made several attempts to obtain a share of the PPC market over the years, but Google remains the dominant force in this area.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, we evaluated the pros and cons of Google Ads by comparison to Microsoft Advertising: the former service is more expensive, has a larger reach, and offers more advanced targeting options, but we would advise businesses to adopt an integrated PPC strategy that combines both services. In doing so, your campaigns will benefit from the unique features of both platforms and reach a much wider audience in total.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-vs-bing-faqs\">\u003Cstrong>Google Vs Bing FAQs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-would-someone-use-bing-instead-of-google\">Why would someone use Bing instead of Google?\u003C\u002Fh3>\n\n\n\n\u003Cp>Someone may use Bing instead of Google, as Bing offers higher-quality images with more detailed information than Google. Bing also has impressive AI capabilities with Microsoft Copilot, in which their image creation is widely sought after. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-the-disadvantages-of-bing\">What are the disadvantages of Bing?\u003C\u002Fh3>\n\n\n\n\u003Cp>The disadvantages of Bing often include the lack of comprehensive search results compared to Google, alongside Google having more helpful features and filtering. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"should-i-use-bing-or-google\">Should I use Bing or Google?\u003C\u002Fh3>\n\n\n\n\u003Cp>This depends on your needs. You want to use Google for maximum accuracy, speed, and comprehensive search results, like local queries and information. \u003C\u002Fp>\n\n\n\n\u003Cp>However, you should use Bing for better image search and to take advantage of features like Microsoft Copilot.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n \n\n\n\n\u003Cp class=\"has-white-background-color has-background\">\u003Cstrong>As a full-service \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing agency\u003C\u002Fa>, we bring decades of combined expertise in partnering with global brands to achieve sustainable growth across both organic and paid channels. If you think you might need Impression’s help with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa> for Bing or Google, don’t hesitate to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fp>\n",{"rendered":118,"protected":205},19666,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":533,"_yoast_wpseo_metadesc":534,"inline_featured_image":205,"footnotes":5},"Bing vs Google: Search Engine Comparison 2026 | Impression","Our guide compares Bing and Google, exploring their histories, ranking processes, features, and paid advertising offerings. Find out more here.",[536,537,213],39,40,[],[216],[541,103,219,220,221,222,223,542,543,224],"post-2309","category-digital-marketing","category-ppc",[],[],[547,548,549,550],{"path":178,"name":179},{"path":231,"name":232},{"path":114,"name":115},{"path":187,"name":117},{"thumbnail":552,"medium":553,"medium_large":555,"large":557,"1536x1536":559,"2048x2048":561,"post-thumbnail":563,"12_col":565,"default_landscape":567,"default_portrait":569,"6_col_and_margin_short":571,"11_col_and_margin":573,"9_col_rectangle":575,"11_col":577,"staff_image_696_600":579,"rectangular_thumbnail":581},{"url":122,"width":237,"height":237},{"url":554,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=scale&h=135&q=90&w=200",{"url":556,"width":63,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=scale&h=517&q=90&w=768",{"url":558,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":560,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=scale&h=1034&q=90&w=1536",{"url":562,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=scale&h=1379&q=90&w=2048",{"url":564,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":566,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":568,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":570,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":572,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":574,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":576,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":578,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":580,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":582,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[584],{"id":207,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":112,"acf":585},{"full_bio":10,"job_title":11,"specialist_service_links":586,"photo":591},[587,589],{"page":588,"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":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"page":590,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"ID":41,"id":41,"title":42,"filename":43,"filesize":25,"url":44,"link":45,"alt":5,"author":46,"description":5,"caption":5,"name":47,"status":48,"uploaded_to":25,"date":49,"modified":49,"menu_order":25,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":54,"height":55,"sizes":592},{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":61,"medium_large":62,"medium_large-width":63,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":73,"post-thumbnail":74,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":77,"12_col-width":78,"12_col-height":79,"default_landscape":80,"default_landscape-width":81,"default_landscape-height":55,"defa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wp-json\u002Fwp\u002Fv2\u002Fposts\u002F2309",{"allow":683},[477,478,479,480,481],[685],{"href":484},[687],{"href":487},[689],{"embeddable":98,"href":490},[691],{"embeddable":98,"href":692},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=2309",[694],{"count":695,"href":696},58,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F2309\u002Frevisions",[698],{"id":699,"href":700},39273,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F2309\u002Frevisions\u002F39273",[702],{"embeddable":98,"href":703},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F19666",[705],{"href":706},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=2309",[708,710,712],{"taxonomy":510,"embeddable":98,"href":709},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=2309",{"taxonomy":513,"embeddable":98,"href":711},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=2309",{"taxonomy":173,"embeddable":98,"href":713},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=2309",[715],{"name":519,"href":520,"templated":98},{"id":717,"date":718,"date_gmt":718,"guid":719,"modified":132,"modified_gmt":132,"slug":721,"status":19,"type":103,"link":131,"title":722,"content":723,"excerpt":725,"author":207,"featured_media":726,"comment_status":20,"ping_status":20,"sticky":205,"template":5,"format":209,"meta":727,"categories":730,"collections":732,"coauthors":733,"class_list":734,"acf":737,"head_links":738,"breadcrumbs":739,"url_path":131,"search_description":729,"featured_image_urls":744,"authors":776,"type_nicename":281,"reading_minutes":133,"category":786,"yoast_title":728,"yoast_meta":789,"yoast_json_ld":816,"_links":868},38234,"2026-04-15T11:48:13",{"rendered":720},"\u002F?p=38234","march-2026-google-algorithm-and-search-industry-updates",{"rendered":129},{"rendered":724,"protected":205},"\n\u003Cp>This month, we bring you some exciting developments and updates from the world of search.\u003C\u002Fp>\n\n\n\n\u003Cp>The search landscape continues to shift toward a more AI-driven, guided, and personalised experience. Google is testing deeper AI integration, from headline rewrites that reshape how content appears to guided research journeys that reduce the need to explore results manually. At the same time, it is exploring giving publishers more control over AI usage, including potential opt-outs from generative features. \u003C\u002Fp>\n\n\n\n\u003Cp>Meanwhile, platforms like ChatGPT are advancing context-aware search with location-based responses, competing directly in local discovery. These updates signal a major transition of search evolving from simple information retrieval into an AI-mediated, interactive, and increasingly personalised experience.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition, as users increasingly discover content across platforms like TikTok, YouTube, and AI tools, influencer content must be structured to be visible across multiple ecosystems. The shift reflects a broader change in search behaviour, where discovery happens across social, video, and AI platforms. Brands should align influencer strategies with SEO principles to maximise reach and visibility across all digital touchpoints.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ll explore these updates and more in detail in the article below.\u003C\u002Fp>\n\n\n\n\u003Cp>Allow our traffic light system to guide you to the articles that need your attention, so watch out for Red light updates as they’re major changes that will need you to take action, whereas amber updates may make you think and are definitely worth knowing, but aren’t urgent. And finally, green light updates, which are great for your SEO and site knowledge, but are less significant than others\u003C\u002Fp>\n\n\n\n\u003Cp>Keen to know more about any of these changes and what they mean for your SEO? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> page to find out how we can help.\u003C\u002Fp>\n\n\n\n\u003Cp>In this post, we’ll explore:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-is-developing-an-opt-out-for-generative-ai-features-in-search\">Google is \"developing\" an opt-out for Generative AI features in search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-confirms-ai-headline-rewrite-test-in-search-results\">Google confirms 'AI headline rewrite' test in search results\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-tests-skip-digging-start-guided-research-to-drive-users-to-web-guide-like-results\">Google tests \"Skip digging, start guided research\" to drive users to web guide-like results\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#chatgpt-enables-location-sharing-for-more-precise-local-responses\">ChatGPT enables location sharing for more precise local responses\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-gemini-may-adapt-ai-answers-to-match-user-tone-report\">Google Gemini may adapt AI answers to match user tone: Report\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-tests-reply-to-reviews-with-ai\">Google tests reply to reviews with AI\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-optimise-influencer-content-for-search-everywhere\">How to optimise influencer content for search everywhere\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-is-developing-an-opt-out-for-generative-ai-features-in-search\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-developing-opt-out-of-generative-ai-features-in-search-41083.html\">Google is “developing” an opt-out for Generative AI features in search\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google is developing new controls that would allow website owners to opt out of having their content used in generative AI search features, including AI Overviews and AI Mode. This development was revealed in response to proposals from the UK’s Competition and Markets Authority (CMA), which is introducing new digital market rules focused on fairness, transparency, and competition.\u003C\u002Fp>\n\n\n\n\u003Cp>The CMA has proposed that publishers should have greater control over how their content is used in AI systems, including the ability to prevent their content from being used for AI summaries or model training. Google acknowledged these concerns and stated it is exploring ways to expand its existing controls, such as robots.txt and Google-Extended, to specifically address generative AI usage.\u003C\u002Fp>\n\n\n\n\u003Cp>However, Google also emphasised that any opt-out solution must avoid breaking the core functionality of Search. The company warned that overly restrictive controls could lead to a fragmented or confusing user experience.\u003C\u002Fp>\n\n\n\n\u003Cp>This potential change reflects increasing tension between publishers and search platforms. Many content creators argue that AI Overviews and similar features use their content without driving sufficient traffic back to their sites. Giving publishers an opt-out could address these concerns, but it also raises questions about trade-offs, such as losing visibility into AI-driven results if they opt out.\u003C\u002Fp>\n\n\n\n\u003Cp>Overall, the move signals a shift toward greater publisher control in the AI search era, driven by regulatory pressure and industry feedback. While still in development, it could reshape how content is used, attributed, and monetised in AI-powered search environments.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-confirms-ai-headline-rewrite-test-in-search-results\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-search-ai-headline-rewrites-test-472146\">Google confirms ‘AI headline rewrite’ test in search results\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google is experimenting with using AI to rewrite headlines in Search results, replacing publishers’ original titles with AI-generated alternatives. The company confirmed that this is a small, limited test designed to improve how headlines match user queries and increase engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>In observed examples, Google shortened or simplified titles and sometimes altered tone or intent. For instance, longer or more nuanced headlines were shortened to more direct ones.\u003C\u002Fp>\n\n\n\n\u003Cp>This experiment builds on Google’s long-standing practice of modifying titles but represents a significant shift toward AI-mediated content presentation. Historically, title rewrites relied on existing page elements like headings or anchor text. Now, AI may generate new wording that the publisher never wrote.\u003C\u002Fp>\n\n\n\n\u003Cp>Google said it uses these sources to “automatically determine title links”\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Content in <title> elements\u003C\u002Fli>\n\n\n\n\u003Cli>Main visual title shown on the page\u003C\u002Fli>\n\n\n\n\u003Cli>Heading elements, such as <h1> elements\u003C\u002Fli>\n\n\n\n\u003Cli>Content in og:title meta tags\u003C\u002Fli>\n\n\n\n\u003Cli>Other content that’s large and prominent through the use of style treatments\u003C\u002Fli>\n\n\n\n\u003Cli>Other text contained in the page\u003C\u002Fli>\n\n\n\n\u003Cli>Anchor text on the page\u003C\u002Fli>\n\n\n\n\u003Cli>Text within links that point to the page\u003C\u002Fli>\n\n\n\n\u003Cli>WebSite structured data\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The move has sparked concerns among publishers and SEOs. Rewritten headlines could misrepresent content, remove nuance, or change editorial intent. It also raises questions about ownership and control, as publishers may no longer fully control how their content appears in search results.\u003C\u002Fp>\n\n\n\n\u003Cp>At the same time, Google argues the goal is to improve relevance and user experience by aligning titles more closely with search queries. This reflects a broader trend where search engines increasingly mediate how content is presented, rather than simply displaying it.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-tests-skip-digging-start-guided-research-to-drive-users-to-web-guide-like-results\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fskip-digging-start-guided-research-41110.html\">Google tests “Skip digging, start guided research” to drive users to web guide-like results\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google is experimenting with a new search experience described as “Skip digging, start guided research,” which aims to simplify how users explore complex topics. Instead of requiring users to perform multiple searches and manually refine queries, the feature provides a more structured and guided approach to information discovery.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"827\" height=\"526\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fskip-digging-research.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38269\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"650\" height=\"661\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fstart-digging-research-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38267\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Example spotted by a user @lenraleigh (\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Flenraleigh\u002Fstatus\u002F2036649020722909338\">\u003Cem>Source\u003C\u002Fem>\u003C\u002Fa>\u003Cem>).\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The experience presents users with suggested subtopics, follow-up questions, and pathways that help them explore a subject step by step. Rather than clicking through multiple pages and piecing together information, users can navigate a curated flow of related ideas directly within the search interface.\u003C\u002Fp>\n\n\n\n\u003Cp>This approach reflects a broader shift in Google’s strategy toward AI-assisted exploration. For users, this could make research faster and more intuitive, particularly for complex or unfamiliar topics. For publishers and SEOs, it raises questions about visibility, as users may rely more on guided flows rather than clicking through traditional search results.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"chatgpt-enables-location-sharing-for-more-precise-local-responses\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fchatgpt-enables-location-sharing-for-more-precise-local-responses-473060\">ChatGPT enables location sharing for more precise local responses\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>ChatGPT has introduced a new feature that lets users share their location to get more precise, relevant local responses. By accessing approximate location data (with user permission), ChatGPT can tailor answers to queries involving nearby businesses, services, and activities, such as restaurants, shops, or travel recommendations.\u003C\u002Fp>\n\n\n\n\u003Cp>This update significantly improves the usefulness of AI for local search scenarios, where context like geography is critical. Previously, users had to manually specify their location in queries. With location sharing enabled, ChatGPT can automatically personalise responses, making interactions faster and more accurate.\u003C\u002Fp>\n\n\n\n\u003Cp>The feature is optional and designed with user control in mind. Users can choose whether to share their location and can disable the feature at any time. This aligns with broader expectations around privacy and transparency in AI systems.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"726\" height=\"631\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fgpt-location-sharing-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38265\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"639\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fgpt-location-sharing-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38263\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>An example from a user @glenngabe (\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Fglenngabe\u002Fstatus\u002F2038595234410471841\">\u003Cem>Source\u003C\u002Fem>\u003C\u002Fa>\u003Cem>)\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>From a competitive standpoint, this move positions ChatGPT more directly against traditional local search platforms like Google Search and Google Maps. By combining conversational AI with real-time contextual data, ChatGPT is evolving from a general assistant into a context-aware discovery tool.\u003C\u002Fp>\n\n\n\n\u003Cp>For businesses and marketers, this development signals a shift in how local visibility may work in the future. Instead of relying solely on rankings in search results, businesses may need to ensure they are discoverable within AI-driven recommendation systems.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-gemini-may-adapt-ai-answers-to-match-user-tone-report\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-gemini-tone-emotions-report-473118\">Google Gemini may adapt AI answers to match user tone: Report\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>An unverified report suggests that Google’s Gemini AI is guided by internal system instructions designed to mirror user tone, intent, and emotional context while still grounding responses in factual information. According to the report, Gemini is instructed to match the user’s energy, validate their emotions, and align answers with their perspective before delivering information.\u003C\u002Fp>\n\n\n\n\u003Cp>This creates a potential tension: while the model is meant to provide accurate, reality-based responses, the “supportive collaborator” approach may override neutrality, leading the AI to reinforce the user’s framing. For example, negatively framed queries may elicit more negative answers, whereas positive queries may amplify favourable viewpoints. Rather than balancing perspectives, as traditional search results do, AI responses may reflect and reinforce existing sentiment.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"972\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fai-user-tone.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38271\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>A negative framed query (\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fberreby.ai\u002Fgemini-leak-prompt-injection-internal-system-information\u002F\">\u003Cem>Source\u003C\u002Fem>\u003C\u002Fa>\u003Cem>)\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The report also claims that query framing influences which sources are cited, how summaries are written, and the overall tone of responses. This aligns with observed behaviour in AI Overviews, where tone often shifts based on user intent.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"972\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fai-user-tone-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38259\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>A similar, yet positive-framed query (\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fberreby.ai\u002Fgemini-leak-prompt-injection-internal-system-information\u002F\">\u003Cem>Source\u003C\u002Fem>\u003C\u002Fa>\u003Cem>).\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Although Google has not confirmed the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fberreby.ai\u002Fgemini-leak-prompt-injection-internal-system-information\u002F\">leak\u003C\u002Fa>, the findings highlight a broader implication: AI search may be shaped as much by user emotion as by objective information, making perception and sentiment increasingly important in visibility and reputation.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-tests-reply-to-reviews-with-ai\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-reply-to-reviews-with-al-41095.html\">Google tests reply to reviews with AI\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1082\" height=\"530\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Freview-with-ai.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38257\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Google is testing an AI feature that automatically generates replies to customer reviews on Google Business Profiles. The tool suggests responses based on the review content, allowing businesses to quickly respond without writing replies manually. \u003C\u002Fp>\n\n\n\n\u003Cp>This feature is believed to save time and encourage more consistent engagement with customer feedback. It also reflects Google’s broader push to integrate AI into local business tools, helping businesses manage reputation and communication more efficiently while maintaining responsiveness in customer interactions.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-optimise-influencer-content-for-search-everywhere\">How to optimise influencer content for search everywhere\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>The article from Search Engine Land explores how brands should optimise influencer content for a “search everywhere” environment, where discovery happens across multiple platforms, including traditional search engines, social media, video platforms, and AI-powered tools.\u003C\u002Fp>\n\n\n\n\u003Cp>As user behaviour evolves, people are increasingly using platforms like TikTok, YouTube, Instagram, and AI assistants to search for information, products, and recommendations. This means influencer content is no longer confined to social engagement alone, but it also plays a role in search visibility.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1523\" height=\"731\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Foptimise-influencer-content-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38261\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>TikTok Creative Centre Keyword Insights\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The article emphasises that influencer content should be treated as part of a broader content ecosystem. Brands need to align influencer strategies with their overall \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and content strategies, ensuring consistency in messaging, keywords, and topics. This helps reinforce visibility across different platforms and improves the likelihood of content being discovered in multiple contexts.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1388\" height=\"740\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Foptimise-influencer-content-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38273\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>What people are saying SERP feature for “best skin care for moms”. Source: Search Engine Land\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Another key point is the importance of multi-format optimisation. Content should be adapted for different platforms, considering how each platform surfaces and ranks content. For example, video content may require transcripts and captions, while social posts benefit from clear, keyword-rich descriptions.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cp>Keep an eye on our blog for the latest \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">Google Algorithm updates\u003C\u002Fa>, or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> if you want to discuss your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital solutions\u003C\u002Fa>, such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, for 2026 and beyond.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":130,"protected":205},38283,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":728,"_yoast_wpseo_metadesc":729,"inline_featured_image":205,"footnotes":5},"March 2026 Google algorithm and search industry updates | Impression","Explore the March 2026 Google Algorithm and Search Industry Updates. From guided research to influencer SEO, discover how AI is reshaping search. Learn 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:459,"name":460},{"@type":459,"name":462},{"@type":459,"name":456},{"@type":465,"@id":466,"name":4,"image":866,"description":6,"sameAs":867,"url":194},{"@type":372,"inLanguage":361,"@id":468,"url":8,"contentUrl":8,"caption":4},[190,470],{"self":869,"collection":874,"about":876,"author":878,"replies":880,"version-history":883,"predecessor-version":886,"wp:featuredmedia":890,"wp:attachment":893,"wp:term":896,"curies":903},[870],{"href":871,"targetHints":872},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38234",{"allow":873},[477,478,479,480,481],[875],{"href":484},[877],{"href":487},[879],{"embeddable":98,"href":490},[881],{"embeddable":98,"href":882},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=38234",[884],{"count":145,"href":885},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38234\u002Frevisions",[887],{"id":888,"href":889},38282,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38234\u002Frevisions\u002F38282",[891],{"embeddable":98,"href":892},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F38283",[894],{"href":895},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=38234",[897,899,901],{"taxonomy":510,"embeddable":98,"href":898},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=38234",{"taxonomy":513,"embeddable":98,"href":900},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=38234",{"taxonomy":173,"embeddable":98,"href":902},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=38234",[904],{"name":519,"href":520,"templated":98},{"id":906,"date":907,"date_gmt":907,"guid":908,"modified":144,"modified_gmt":144,"slug":910,"status":19,"type":103,"link":143,"title":911,"content":912,"excerpt":914,"author":207,"featured_media":915,"comment_status":20,"ping_status":20,"sticky":205,"template":5,"format":209,"meta":916,"categories":919,"collections":920,"coauthors":921,"class_list":922,"acf":924,"head_links":925,"breadcrumbs":926,"url_path":143,"search_description":918,"featured_image_urls":931,"authors":963,"type_nicename":281,"reading_minutes":145,"category":973,"yoast_title":917,"yoast_meta":975,"yoast_json_ld":1004,"_links":1055},5907,"2026-03-04T08:12:00",{"rendered":909},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fguide-to-bing-webmaster-tools\u002F","guide-to-bing-webmaster-tools",{"rendered":141},{"rendered":913,"protected":205},"\n\u003Cp>Bing Webmaster Tools is Bing’s equivalent to Google Search Console. It offers a wide variety of functionalities, allowing the user to analyse organic traffic rom Bing by keyword and page, explore and control how Bingbot is crawling your site, and plenty more.\u003C\u002Fp>\n\n\n\n\u003Cp>Bing may not have the largest market share, but its influence is growing all the time – making it worth looking into as part of your SEO strategy. In our experience, a good proportion of your organic traffic may still be coming from this search engine, particularly if you’re in a B2B vertical. What’s more, we’ve seen cases of clients experiencing much higher conversion rates via Bing traffic than with Google.\u003C\u002Fp>\n\n\n\n\u003Cp>With this in mind, getting to grips with Bing Webmaster Tools is a brilliant idea. Notably, the platform has undergone several recent updates to amplify its Search Performance report. Now, website owners and SEO professionals can benefit from expanded performance metrics, providing in-depth insights into how their sites perform on Bing’s search engine and chatbot, Copilot. The addition of crawl requests, crawl errors, and indexed pages further enhances the user experience.\u003C\u002Fp>\n\n\n\n\u003Cp>What’s more, in October 2024, Bing responded to user feedback by increasing the time range covered by its Search Performance feature up to 16 months, bringing it in line with Google Search Console. At the same time, it rolled out Recommendations – a new feature offering tailored suggestions to help you optimise your site’s organic visibility in Bing. As a site owner, you’ll now receive actionable insights about issues such as pages with insufficient content or identical title tags, empowering you to make data-driven decisions and plan your strategy. The rollout of exciting new features like these makes now a great time to get into using the platform. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1300\" height=\"740\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F01\u002Fimage.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-31551\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Recommendations in Bing Webmaster Tools (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblogs.bing.com\u002Fwebmaster\u002FOctober-2024\u002FIntroducing-Recommendations-Bing-Webmaster-Tools-Next-Evolution-in-Analytics-and-SEO\">Source: blogs.bing.com\u003C\u002Fa>)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>We’ll explore each and every feature of Bing Webmaster Tools in this comprehensive, up-to-date guide, from adding a website and submitting sitemaps right through to analysing performance and backlinks. If there’s a feature that interests you in particular, then use the links below to find what you’re after.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>NOTE: This post has been updated for 2026 👍 \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#adding-a-website-to-bing-webmaster-tools\">Adding a website to Bing Webmaster Tools\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#bing-webmaster-tools-verification\">Bing Webmaster Tools verification\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#dns-auto-verification\">DNS Auto Verification\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#xml-file-authentication\">XML file authentication\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#meta-tag-authentication\">Meta tag authentication\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#add-cname-record-to-dns\">Add CNAME record to DNS\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#home\">Home\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#search-performance\">Search Performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#keyword-and-page-level-analysis\">Keyword- and page-level analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#new-additions-to-search-performance\">New additions to Search Performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#url-inspection\">URL Inspection\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#site-explorer\">Site Explorer\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#sitemaps\">Sitemaps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#submitting-a-sitemap-to-bing\">Submitting a sitemap to Bing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#url-submission\">URL Submission\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seo\">SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#backlinks\">Backlinks\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#keyword-research\">Keyword Research\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#seo-reports\">SEO Reports\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#site-scan\">Site Scan\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#configuration\">Configuration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#crawl-control\">Crawl Control\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#block-urls\">Block URLs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tools-enhancements\">Tools & Enhancements\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#robots-txt-tester\">Robots.txt Tester\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#verify-bingbot\">Verify Bingbot\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#security-privacy\">Security & Privacy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#copyright-removal-notices\">Copyright Removal Notices\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#user-management\">User Management\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#microsoft-clarity\">Microsoft Clarity\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"adding-a-website-to-bing-webmaster-tools\">\u003Cstrong>Adding a website to Bing Webmaster Tools\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Once you’ve \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmasters\u002Fhomepage\">opened an account\u003C\u002Fa>, the first step in your Bing Webmaster Tools journey is to add a website. You’ll be prompted to do this once you sign in. If your site is already set up in Google Search Console, Bing offers a useful import functionality that allows you to bypass the need for verification.\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, you can add your site manually and verify ownership.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FWelcome-Screen-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-46996\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Existing users can add an extra site using the ‘+ Add a site’ icon at the bottom of the drop-down domain list to the left of the home screen:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAdd-site-icon-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-46997\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"bing-webmaster-tools-verification\">Bing Webmaster Tools verification\u003C\u002Fh3>\n\n\n\n\u003Cp>When adding a website manually, you’ll need to go through the Bing Webmaster Tools verification process. There are four methods for verifying your site:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>DNS Auto Verification\u003C\u002Fli>\n\n\n\n\u003Cli>XML File authentication\u003C\u002Fli>\n\n\n\n\u003Cli>Meta tag authentication\u003C\u002Fli>\n\n\n\n\u003Cli>Add CNAME record to DNS\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"dns-auto-verification\">DNS Auto Verification\u003C\u002Fh4>\n\n\n\n\u003Cp>As the quickest and easiest method, we’d always recommend choosing DNS Auto Verification. If your domain provider supports this, you’ll be given the option to ‘Sign in to verify’ via the interface pictured below. Simply sign in using your domain provider login and you’re good to go!\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FVerification-options-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-46998\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"xml-file-authentication\">XML file authentication\u003C\u002Fh4>\n\n\n\n\u003Cp>To verify using your XML file, download the BingSiteAuth.xml file and upload it to the root directory of your site via the file manager in your CMS.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FXML-File-authentication-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-46999\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"meta-tag-authentication\">Meta tag authentication\u003C\u002Fh4>\n\n\n\n\u003Cp>For the meta tag authentication option, copy and paste the meta tag provided into the HTML for your home page – it should go in the <head> section, before the first <body> section.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FMeta-Tag-authentication-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47000\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"add-cname-record-to-dns\">Add CNAME record to DNS\u003C\u002Fh4>\n\n\n\n\u003Cp>To get set up using this method, copy the series of letters and numbers provided (your CNAME record). Sign in to your domain provider and paste the CNAME record into the relevant field.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAdd-CNAME-record-to-DNS-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47001\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"home\">\u003Cstrong>Home\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Once your site is verified, you can visit the Home page by clicking on your site in the top-left drop-down menu. This page gives you a top-level overview of your site’s performance.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FHome-Bing-Webmaster-Tools.jpg\" alt=\"\" class=\"wp-image-47002\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The left-hand navigation includes all of the features at your disposal in Bing Webmaster Tools. We’ll run through each of these in detail below.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FNavigation-menu-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47003\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"search-performance\">\u003Cstrong>Search Performance\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For the bread and butter of your SEO work in Bing Webmaster Tools, you’ll be looking at the Search Performance tab.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSearch-Performance-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47004\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The top half of this page provides you with a graph of recent performance set to three months by default. You can alter the timeframe using the drop-down menu at the top right of the screen, with options to view data from a custom timeframe or the last:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>7 days\u003C\u002Fli>\n\n\n\n\u003Cli>30 days\u003C\u002Fli>\n\n\n\n\u003Cli>3 months\u003C\u002Fli>\n\n\n\n\u003Cli>6 months\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The purple line (clicks) represents the number of users who clicked through from Bing’s organic search results to your site; the blue line (impressions) highlights how many users were shown your site in these same results. As with Google Search Console, you also have the option to display the average click-through rate and average position.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"keyword-and-page-level-analysis\">Keyword- and page-level analysis\u003C\u002Fh3>\n\n\n\n\u003Cp>The bottom half of the interface segments this data by keyword or page – a really useful for monitoring the effects of your on- and off-page optimisation efforts. Within the keywords tab, you can click into an individual keyword to see a list of ‘served pages’ (the URLs from your site which appear in Bing’s organic search results for that keyword).\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FKeyword-served-pages-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47005\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"new-additions-to-search-performance\">New additions to Search Performance\u003C\u002Fh3>\n\n\n\n\u003Cp>A recent addition to Bing Webmaster Tools has seen it branch off from Google Search Console: you can now view crawl requests, crawl errors, and indexed pages within the Search Performance report itself. This new feature is particularly handy for larger sites that are looking to increase the crawlability and indexability of their content. \u003C\u002Fp>\n\n\n\n\u003Cp>In 2026, Bing Webmaster Tools added its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmasters\u002Fhelp\u002F9f8e7d6c\">AI Performance Report\u003C\u002Fa>, marking the platform out as the first major player to separate AI citations from traditional search. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"url-inspection\">\u003Cstrong>URL Inspection\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Next up, you’ll find the new-and-improved URL Inspection tool (previously called Fetch as Bingbot). In this tab, you can dig a little deeper by investigating individual URLs. Any errors with crawling, indexing, or markup will show up here, as well as the option to request indexing if you’ve updated the page recently.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FURL-Inspection-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47006\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>By clicking on the Live URL tab then ‘View Tested page’, you can:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>See the HTML viewed by Bingbot and check that this matches up with the content you want to serve;\u003C\u002Fli>\n\n\n\n\u003Cli>Find out what your page source and HTTP header look like to Bingbot;\u003C\u002Fli>\n\n\n\n\u003Cli>Determine if a URL is being blocked in your robots.txt file.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Bing Webmaster Tools also offers additional functionality compared to the equivalent Google Search Console feature by highlighting SEO issues with the URL in question. For example, it might highlight the fact that an image on the page is missing an alt attribute.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"site-explorer\">\u003Cstrong>Site Explorer\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Previously known as Index Explorer, the new Site Explorer function is another example of Bing Webmaster Tools taking things one step further than Google Search Console. It allows you to view the structure of your site exactly as it is seen by Bingbot:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSite-Explorer-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47007\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Here, you can select the subfolder or page you’re interested in using the Explorer panel to the left of the interface. Users are offered a wealth of information, including:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Crawl data\u003C\u002Fstrong> on the pages in the subfolder broken down by indexed, error, warning, and excluded page;\u003C\u002Fli>\n\n\n\n\u003Cli>The number of \u003Cstrong>clicks\u003C\u002Fstrong> and \u003Cstrong>impressions\u003C\u002Fstrong> for the subfolder\u002Fpage in the last six months;\u003C\u002Fli>\n\n\n\n\u003Cli>How many \u003Cstrong>backlinks\u003C\u002Fstrong> are pointing towards the subfolder\u002Fpage;\u003C\u002Fli>\n\n\n\n\u003Cli>The dates when the subfolder\u002Fpage was \u003Cstrong>last crawled\u003C\u002Fstrong> and \u003Cstrong>discovered\u003C\u002Fstrong> by Bingbot;\u003C\u002Fli>\n\n\n\n\u003Cli>The \u003Cstrong>HTTP code\u003C\u002Fstrong> for the subfolder\u002Fpage;\u003C\u002Fli>\n\n\n\n\u003Cli>The \u003Cstrong>document size\u003C\u002Fstrong> of the subfolder\u002Fpage.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>With all of this data at your fingertips, Bing Webmaster Tool’s Site Explorer provides the ability to delve deep into different areas of your site and gain a comprehensive understanding of how they’re performing in search.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"sitemaps\">\u003Cstrong>Sitemaps\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>All of your sitemaps are housed within this tab. The top of the page features counters for the number of known sitemaps, those with errors, those with warnings, and the total URLs on the site. In the table below, you’ll find a complete list of sitemaps with the ability to order by:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>URL;\u003C\u002Fli>\n\n\n\n\u003Cli>The date a sitemap was last submitted;\u003C\u002Fli>\n\n\n\n\u003Cli>The date it was last crawled;\u003C\u002Fli>\n\n\n\n\u003Cli>Status;\u003C\u002Fli>\n\n\n\n\u003Cli>Number of URLs discovered.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSitemaps-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47008\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"submitting-a-sitemap-to-bing\">Submitting a sitemap to Bing\u003C\u002Fh3>\n\n\n\n\u003Cp>To submit a sitemap to Bing, visit the sitemaps page and click on the blue ‘Submit sitemap’ icon at the top right of the interface. \u003C\u002Fp>\n\n\n\n\u003Cp>The accepted formats are XML, RSS 2.0, mRSS (Media RSS), Atom 0.3 & 1.0 and text files; this is another point of departure from Google Search Console, which only takes XML.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"url-submission\">\u003Cstrong>URL Submission\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Recently updated a piece of content or published a new landing page on your site? Use the URL Submission tab to request that the page is recrawled and indexed as a priority – simply click on one of the blue submit URLs icons at the top and bottom of the interface.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FURL-Submission-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47009\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Unlike Google Search Console, Bing Webmaster Tools allows you to submit a handful of URLs for indexing at once:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSubmit-URL-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47010\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>By default, your site gets up to 10,000 URL submissions each day (this limit applies to the vast majority of sites). If you’re dealing with a high volume of page uploads or updates on a daily basis, it’s worth implementing Bing’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmasters\u002Furl-submission-api#APIs\">Submission API\u003C\u002Fa> to automate this process, part of its IndexNow protocol.\u003C\u002Fp>\n\n\n\n\u003Cp>Bing encourages the use of IndexNow as it provides the freshness signals to Copilot that help the tool ground its answers in the latest available information. Most modern SEO plugins (like Yoast or RankMath) now use this to ping Bing the second you hit “Publish,” making manual URL submission less necessary than it used to be.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"seo\">\u003Cstrong>SEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now for the exciting part: the Bing Webmaster Tools SEO section, replete with useful tools to help you with your on- and off-page optimisation work.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"backlinks\">Backlinks\u003C\u002Fh3>\n\n\n\n\u003Cp>First up is the Backlinks tool, which was updated last year to include a raft of new functionalities. In the main ‘All Links’ tab, you’ll find all of the backlinks directed towards pages on your site, with the option to view them by:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Domains;\u003C\u002Fli>\n\n\n\n\u003Cli>Pages (with source URL and target URL);\u003C\u002Fli>\n\n\n\n\u003Cli>Anchor text.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The top of the page is populated with counters for the total number of referring domains, referring pages, and unique anchor texts.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1018\" height=\"857\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002FyAX4vNVr-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26671\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>One cool feature that really sets the Bing Webmaster Tools Backlinks feature apart is the ability to compare your site’s off-page performance with others. Head over to the ‘Similar sites’ tab and click the ‘Add a site to compare’ button at the top right. In this view, you’ll see a side-by-side comparison of the sites across top referring domains and top anchor texts.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSimilar-Sites-Backlinks-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47013\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"keyword-research\">Keyword Research\u003C\u002Fh3>\n\n\n\n\u003Cp>The Bing Webmaster Tools Keyword Research interface is a useful innovation that allows you to search for queries and view trends data showing impressions by country:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FKeyword-Research-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47014\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This tool also lets you segment by language and device (desktop\u002Fmobile) with the option to change the timeframe at the top right of the page. \u003C\u002Fp>\n\n\n\n\u003Cp>Lower down, you’ll find a bunch of handy research tools that can help you to discover new search terms and expand on your content work, including related keywords, question keywords, and newly discovered terms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"seo-reports\">SEO Reports\u003C\u002Fh3>\n\n\n\n\u003Cp>Bing Webmaster Tools also takes a step in a different direction from Google Search Console with its SEO Reports. Particularly useful if you’re new to SEO, this section of the tool identifies issues with your on-page optimisation efforts – this includes common problems like the presence of multiple <h1> tags or lack of <img> alt attributes.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSEO-Reports-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47015\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>To help you prioritise your workload and gauge the impact each change could have, the error types are broken down into low, moderate, and high severity.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"site-scan\">Site Scan\u003C\u002Fh3>\n\n\n\n\u003Cp>Building on the same principle as the SEO Reports but viewed at a page-by-page level, the Site Scan function gives you the option to carry out a full site audit. To kick things off, click on the blue ‘Start new scan’ icon at the top right of the interface and fill in the form.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSite-Scan-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47016\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>From here, you’ll be taken to a page that lists all of the SEO issues detected across your site:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FExample-Site-Scan-Bing-Webmaster-Tools-1.png\" alt=\"\" class=\"wp-image-47018\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>These are broken down into different types of issue such as errors (e.g. missing meta description), warnings (e.g. title tag too long), and notices (e.g. more than one h1 tag).\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"configuration\">\u003Cstrong>Configuration\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The Configuration section of Bing Webmaster Tools offers you ways to control how Bingbot crawls your site.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"crawl-control\">Crawl Control\u003C\u002Fh3>\n\n\n\n\u003Cp>Incredibly useful if your site experiences significant peaks of traffic at certain times, the Crawl Control tab allows you to specify when you’d like Bingbot to crawl your site. If you know that most of your users browse the site during the afternoon, you can tell Bing to crawl your site fastest in the morning and at night to avoid overloading your servers.\u003C\u002Fp>\n\n\n\n\u003Cp>In the screenshot below, you can see that Impression’s Crawl Control is set to slow down the crawling process during working hours when the site is at its busiest:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FCrawl-Control-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47019\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"block-urls\">Block URLs\u003C\u002Fh3>\n\n\n\n\u003Cp>URL parameters are used to differentiate between multiple versions of the same resource on a site. Ecommerce sites that allow you to filter by colour or style, for example, use a short section of text after a question mark in the URL to achieve this:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>https:\u002F\u002Fexample.com\u002Fmens_shoes?name=nikeu0026color=purple\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Search engines don’t differentiate based on these URL parameters, which can cause issues such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-cannibalisation\u002F\">keyword cannibalisation\u003C\u002Fa> (check out Impression’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fan-essential-guide-to-url-parameters\u002F\">guide to URL parameters\u003C\u002Fa> to learn more about the problems that these can cause from an SEO perspective).\u003C\u002Fp>\n\n\n\n\u003Cp>In Bing Webmaster Tools, you can use the Block URLs function to prevent unwanted URL parameters from being indexed. This provides an immediate (but temporary) fix – you should also \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmasters\u002Fhelp\u002F?topicid=37c07477\">add a NOINDEX robots meta tag\u003C\u002Fa> to the affected pages.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"tools-enhancements\">\u003Cstrong>Tools & Enhancements\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>You’ll find technical features to check that your pages are crawlable and prevent malicious bots from crawling your site under Tools & Enhancements.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"robots-txt-tester\">Robots.txt Tester\u003C\u002Fh3>\n\n\n\n\u003Cp>As the name suggests, this tool gives you an opportunity to test whether a URL on your site is blocked from indexation via your robots.txt file. The lower panel goes one step further by enabling you to edit your robots.txt file within Bing Webmaster Tools itself.\u003C\u002Fp>\n\n\n\n\u003Cp>If you find that any important pages are blocked, simply remove them and click proceed in the bottom right corner of the screen.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FRobots.txt-Tester-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47020\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"verify-bingbot\">Verify Bingbot\u003C\u002Fh3>\n\n\n\n\u003Cp>Search engine bots like Bingbot and Googlebot are helpful pieces of software that crawl content from across the web, helping to make it available to users everywhere. Unfortunately, the Internet is also full of malicious bots seeking to break into accounts and spam online forms with useless data.\u003C\u002Fp>\n\n\n\n\u003Cp>The Verify Bingbot tool lets you check an IP address to make sure that it’s from Bing rather than a harmful source elsewhere.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"security-privacy\">\u003Cstrong>Security & Privacy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"copyright-removal-notices\">Copyright Removal Notices\u003C\u002Fh3>\n\n\n\n\u003Cp>This tool flags any URLs that have been flagged for copyright infringements. Bing will investigate this and prevent your content from being served in search results if it finds that your content infringes copyright.\u003C\u002Fp>\n\n\n\n\u003Cp>If you find that any copyright allegations have been made against your site, you can submit a counter notice via this page to contest the claim.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"user-management\">\u003Cstrong>User Management\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The User Management page is relatively self-explanatory, allowing you to control who can access the account and their permission level. There are three levels to choose form:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Read Only\u003C\u002Fli>\n\n\n\n\u003Cli>Read\u002FWrite\u003C\u002Fli>\n\n\n\n\u003Cli>Administrator\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"microsoft-clarity\">\u003Cstrong>Microsoft Clarity\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Microsoft Clarity, the final feature in the Bing Webmaster Tools arsenal, marks a huge departure from Google Search Console’s offering. Made available to all users in October 2020, it’s a free-to-use analytics product that can enhance your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">conversion rate optimisation (CRO)\u003C\u002Fa> efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>Want to learn more about how users are engaging with the content on your site? Microsoft Clarity offers a free \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fuse-heatmapping-to-improve-ux\u002F\">heatmapping\u003C\u002Fa> functionality that allows you to track where users click and scroll, as well as how they move about on your site. This insight into the user journey highlights elements that are causing confusion or delays – use it to streamline your design and boost conversions.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FMicrosoft-Clarity-Bing-Webmaster-Tools.png\" alt=\"\" class=\"wp-image-47021\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The session playbacks feature offers individual session recordings to back up the aggregated data. With these recordings, you can look closely at user behaviour on your site as it unfolds in real-time.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-css-opacity\"\u002F>\n\n\n\n\u003Cp>This post has provided a comprehensive guide to Bing Webmaster Tools, exploring all of the features it has to offer. If you’d like to learn more about how Impression can help your business with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, don’t hesitate to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":142,"protected":205},15338,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":917,"_yoast_wpseo_metadesc":918,"inline_featured_image":205,"footnotes":5},"Guide to Bing Webmaster Tools (2026 Update) | Impression","This guide explains all you need to know about Bing Webmaster Tools, from submitting a sitemap to analysing backlinks. Learn more 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Generative Experience (SGE) was first announced in 2023, and then officially rolled out as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">AI Overviews (AIO)\u003C\u002Fa> on 14th May 2024. It uses advanced machine learning techniques to generate organic search results and recommendations that are tailored to the specific needs and preferences of individual users.\u003C\u002Fp>\n\n\n\n\u003Cp>Traditional search engines use keyword, site speed and domain authority-based algorithms to retrieve and rank results, which may not always capture the user’s intent accurately or provide personalised recommendations.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s a video from Google that shows examples of what the original SGE looked like:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"What's next for AI and Google Search | Google I\u002FO 2023\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FdVsiusLQy5Q?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-does-sge-mean-in-practice\">What does SGE mean in practice?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-does-this-mean-for-digital-marketers\">What does this mean for digital marketers?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#adapt-or-rethink-your-content-strategies\">Adapt or rethink your content strategies\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#consider-the-shrinking-search-real-estate\">Consider the shrinking search real estate\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#acknowledge-the-ethical-implications\">Acknowledge the ethical implications\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-can-you-start-doing-now-for-sge\">What can you start doing now for SGE?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>SGE leverages natural language processing (NLP), deep learning, and neural networks to understand context, semantics, and search intent in order to generate more relevant and personalised search results. It can consider various factors such as user behaviour, browsing history, location, demographics, and even sentiment analysis to deliver more accurate and contextual results.\u003C\u002Fp>\n\n\n\n\u003Cp>By incorporating SGE techniques, Google can understand user queries in a more human-like manner and generate responses that are coherent and aligned with user expectations. This can enhance the search experience by providing more relevant and tailored results, improving user satisfaction, and increasing engagement.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-does-sge-mean-in-practice\">What does SGE mean in practice?\u003C\u002Fh2>\n\n\n\n\u003Cp>Users historically might’ve asked Google lots of little questions, such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>What is the best skincare for combination skin?\u003C\u002Fli>\n\n\n\n\u003Cli>What is the best cleanser for 30s?\u003C\u002Fli>\n\n\n\n\u003Cli>What is the best daytime moisturiser for combination skin?\u003C\u002Fli>\n\n\n\n\u003Cli>What is the best serum for early fine lines and wrinkles?\u003C\u002Fli>\n\n\n\n\u003Cli>What age do I need to start using retinol?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>With SGE, they could instead ask “What is the best skincare routine for a 30-year-old with combination skin?” and expect a fully formed answer from Google, now in the form of AI Overviews. They can go further with follow-up questions in AI Mode. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-does-this-mean-for-digital-marketers\">\u003Cstrong>What does this mean for digital marketers?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>AI Overview and AI Mode present both opportunities and challenges for digital marketers:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"adapt-or-rethink-your-content-strategies\">Adapt or rethink your content strategies\u003C\u002Fh3>\n\n\n\n\u003Cp>As search engines become more capable of understanding user intent and generating diverse results, digital marketers may need to adapt their content strategies to focus on providing value and relevance rather than solely optimising for specific keywords. Creating high-quality, engaging content that aligns with user intent will be crucial. Moving forward, it’ll be key to not be dictated by the monthly search volume. AI Overviews and AI Mode will make long-tail, low-search-volume searches much more common. Client-side, collaboration between SEO partners and in-house teams will be key to making sure all possible questions have been answered in the user journey.\u003Cbr>\u003Cbr>If your content strategy already looks like this, then great! Carry on with the user at the forefront of all minds and make sure that your content is marked up with all the relevant schema to make it as easy as possible for search engines to understand.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"consider-the-shrinking-search-real-estate\">Consider the shrinking search real estate\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsgw-search-functions.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24765\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">How AI Overviews and AI Mode started. Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fgenerative-ai-search\u002F\">Google – The Keyword (May 2023)\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The rich results that AI Overviews brings to search will mean that real estate for “traditional” search results will be limited to page one. This will impact paid and organic visibility, and potentially click-through rate in the future. Whether you are agency-side or in-house, communicating these changes to your stakeholders will be key. \u003C\u002Fp>\n\n\n\n\u003Cp>The best action here is to keep a close eye on the search landscape for your priority keywords. Digital marketers might’ve been able to report that your rankings position #1-10 in the past were on “page one”. However, you will need to closely monitor whether that stays true as this update is rolled out.\u003C\u002Fp>\n\n\n\n\u003Cp>In practice, digital marketers will need to take an “in it to win it” approach with SGE so your site can be featured in these new results:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Revisit top-performing guides and articles: \u003C\u002Fstrong>Are you offering unique and genuinely useful information that your competitors do not? Providing a fresh take with valuable intel could help you get sourced.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Clearly communicate product uses and USPs: \u003C\u002Fstrong>Are your reviews marked up and pulling through? What about delivery and returns information? Is it crystal clear to users and search engines the purpose of your products and their benefits?\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Is your Merchant Centre fully optimised for? \u003C\u002Fstrong>This will be key for ensuring that your shopping listing appears in the new rich results.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"acknowledge-the-ethical-implications\">Acknowledge the ethical implications\u003C\u002Fh3>\n\n\n\n\u003Cp>SGE raises ethical concerns and challenges related to data usage, and algorithmic bias. Digital marketers must be mindful of these issues and ensure compliance with regulations and ethical frameworks to build trust with their audience.\u003C\u002Fp>\n\n\n\n\u003Cp>In the US where SGE has started rolling out, digital marketers have already noticed significant errors and flaws in the update:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Avran Piltch \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fgeekinchief\">\u003Cstrong>@geekinchief\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> spotted SGE “offering legal advice” which it “culled from user comments”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">Google SGE is now dishing out legal advice it culled from user comments. I asked it whether recording concerts was illegal. Paragraph 1 says it's illegal (based on Findlaw), but p3 says it's ok for personal use (based on a user comment on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002F9EKRIfHcJy\">https:\u002F\u002Ft.co\u002F9EKRIfHcJy\u003C\u002Fa>). \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002F9X0BchTo9l\">pic.twitter.com\u002F9X0BchTo9l\u003C\u002Fa>\u003C\u002Fp>— Avram Piltch (@geekinchief) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fgeekinchief\u002Fstatus\u002F1695153885550186552?ref_src=twsrc%5Etfw\">August 25, 2023\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Here’s a quick video that Avran put together to show what he’s spotted:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Google SGE Draws Legal Advice from User Comment\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FddPoRILraDc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Lily Ray \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Flilyraynyc\">\u003Cstrong>@lilyraynyc\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> highlighted some significant harmful flaws in SGE too:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">NOTHING TO SEE HERE.\u003Cbr>\u003Cbr>h\u002Ft \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fgeekinchief?ref_src=twsrc%5Etfw\">@geekinchief\u003C\u002Fa> for the search query \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FlBHNmHLqc2\">pic.twitter.com\u002FlBHNmHLqc2\u003C\u002Fa>\u003C\u002Fp>— Lily Ray 😏 (@lilyraynyc) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Flilyraynyc\u002Fstatus\u002F1694007103248080923?ref_src=twsrc%5Etfw\">August 22, 2023\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>Lily also pointed out that Google has already stated that SGE should not appear at all if the answers are of this nature:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">To those justifying why it’s ok for SGE to show Hitler and Stalin in results for “best world leaders,” Google has already been on the record saying SGE should not appear at all if the answers are shocking, harmful, or hateful.\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FgR8qmtVP6A\">https:\u002F\u002Ft.co\u002FgR8qmtVP6A\u003C\u002Fa> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FZFQPUWLDG2\">pic.twitter.com\u002FZFQPUWLDG2\u003C\u002Fa>\u003C\u002Fp>— Lily Ray 😏 (@lilyraynyc) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Flilyraynyc\u002Fstatus\u002F1694325499491717389?ref_src=twsrc%5Etfw\">August 23, 2023\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>SGE has now been rolled out through the AIO products, meaning you will see AI-powered summaries appearing in response to a diverse range of queries in Google Search. If you ever spot an error or flaw in a response, you can provide feedback to Google via Quick Settings in the right-hand settings icon when you do a test (shown to the right).\u003C\u002Fp>\n\n\n\n\u003Cp>Overall, SGE has the potential to revolutionise the way digital marketers reach and engage users. It offers opportunities for more targeted and personalised marketing strategies but also requires adaptability and an ethical approach to ensure optimal outcomes for both marketers and users.\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"540\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-quick-settings.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24759\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-can-you-start-doing-now-for-sge\">What can you start doing now for SGE?\u003C\u002Fh2>\n\n\n\n\u003Cp>To start utilising SGE, you can consider the following steps:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>If you’re in a country where SGE has rolled out, familiarise yourself with its applications in search. For SEO, keep an eye on the search landscape for your priority keywords to see how it may impact your visibility.\u003C\u002Fli>\n\n\n\n\u003Cli>Monitor industry Twitter for updates from digital marketers in SGE-first markets and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">Google updates\u003C\u002Fa> to familiarise yourself with the new search landscape to get ahead of the curve.\u003C\u002Fli>\n\n\n\n\u003Cli>Hone in on your first-party data. Understand where users are navigating after they land on your website, areas for attrition, or what queries are not resulting in clicks. This should give you insight into the gaps in your existing on-page content or topics that need to be covered.\u003C\u002Fli>\n\n\n\n\u003Cli>Prioritise creating genuinely helpful content for your target audience, not simply chasing high search-volume keywords.\u003C\u002Fli>\n\n\n\n\u003Cli>Look at how you can demonstrate E-E-A-T (experience, expertise, authority and trustworthiness) on your site. If you have no in-house expertise, look at utilising industry experts to review your content.\u003C\u002Fli>\n\n\n\n\u003Cli>Report and feedback on any hateful, harmful or discriminatory results that you might see in SGE.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Remember that adapting your marketing strategy to fit with SGE will be an iterative process. It requires a deep understanding of AI technologies, data analysis, and user behaviour. Consider working with an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO partner\u003C\u002Fa> and leveraging external resources to enhance your capabilities in SGE and maximise your potential in search.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":152,"protected":205},24763,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":151,"_yoast_wpseo_metadesc":1105,"inline_featured_image":205,"footnotes":5},"Search Generative Experience (SGE) developed to offer AI-powered responses to increasingly complex queries in Google Search. Discover more here.",[1107,213],323,[],[216],[1111,103,219,220,221,222,223,1112,224],"post-24736","category-ai",[],[],[1116,1117,1118,1119],{"path":178,"name":179},{"path":231,"name":232},{"path":114,"name":115},{"path":187,"name":151},{"thumbnail":1121,"medium":1122,"medium_large":1124,"large":1126,"1536x1536":1128,"2048x2048":1130,"post-thumbnail":1132,"12_col":1134,"default_landscape":1136,"default_portrait":1138,"6_col_and_margin_short":1140,"11_col_and_margin":1142,"9_col_rectangle":1144,"11_col":1146,"staff_image_696_600":1148,"rectangular_thumbnail":1150},{"url":156,"width":237,"height":237},{"url":1123,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1125,"width":63,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1127,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1129,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1131,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":1133,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1135,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1137,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1139,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1141,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1143,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1145,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1147,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1149,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1151,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fsge-guide-header.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1153],{"id":207,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":112,"acf":1154},{"full_bio":10,"job_title":11,"specialist_service_links":1155,"photo":1160},[1156,1158],{"page":1157,"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":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"page":1159,"link_text":34},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":37,"guid":38,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":39},{"ID":41,"id":41,"title":42,"filename":43,"filesize":25,"url":44,"link":45,"alt":5,"author":46,"description":5,"caption":5,"name":47,"status":48,"uploaded_to":25,"date":49,"modified":49,"menu_order":25,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":54,"height":55,"sizes":1161},{"thumbnail":57,"thumbnail-width":58,"thumbnail-height":58,"medium":59,"medium-width":60,"medium-height":61,"medium_large":62,"medium_large-width":63,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":73,"post-thumbnail":74,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":77,"12_col-wid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id":468,"url":8,"contentUrl":8,"caption":4},[190,470],{"self":1246,"collection":1251,"about":1253,"author":1255,"replies":1257,"version-history":1260,"predecessor-version":1264,"wp:featuredmedia":1268,"wp:attachment":1271,"wp:term":1274,"curies":1281},[1247],{"href":1248,"targetHints":1249},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24736",{"allow":1250},[477,478,479,480,481],[1252],{"href":484},[1254],{"href":487},[1256],{"embeddable":98,"href":490},[1258],{"embeddable":98,"href":1259},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=24736",[1261],{"count":1262,"href":1263},29,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24736\u002Frevisions",[1265],{"id":1266,"href":1267},37671,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24736\u002Frevisions\u002F37671",[1269],{"embeddable":98,"href":1270},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F24763",[1272],{"href":1273},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=24736",[1275,1277,1279],{"taxonomy":510,"embeddable":98,"href":1276},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=24736",{"taxonomy":513,"embeddable":98,"href":1278},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=24736",{"taxonomy":173,"embeddable":98,"href":1280},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=24736",[1282],{"name":519,"href":520,"templated":98},{"id":1284,"date":1285,"date_gmt":1285,"guid":1286,"modified":166,"modified_gmt":166,"slug":1288,"status":19,"type":103,"link":165,"title":1289,"content":1290,"excerpt":1292,"author":207,"featured_media":1293,"comment_status":20,"ping_status":20,"sticky":205,"template":5,"format":209,"meta":1294,"categories":1296,"collections":1297,"coauthors":1298,"class_list":1299,"acf":1301,"head_links":1302,"breadcrumbs":1303,"url_path":165,"search_description":1295,"featured_image_urls":1308,"authors":1340,"type_nicename":281,"reading_minutes":155,"category":1350,"yoast_title":1353,"yoast_meta":1354,"yoast_json_ld":1380,"_links":1432},36725,"2025-12-10T15:06:18",{"rendered":1287},"\u002F?p=36725","november-2025-google-algorithm-and-search-industry-updates",{"rendered":163},{"rendered":1291,"protected":205},"\n\u003Cp>This month, we bring you some exciting developments and updates from the world of search.\u003C\u002Fp>\n\n\n\n\u003Cp>Google layered its systems with quieter but meaningful upgrades: Search Console gained future-dated annotations, letting teams map upcoming changes directly onto performance timelines, and a new branded-queries filter to clarify when an audience is searching for you rather than merely near you. Local businesses received more tactical muscle, too, with Google Posts now supporting scheduling and multi-location publishing.\u003C\u002Fp>\n\n\n\n\u003Cp>On the broader front, AI kept tugging at the industry’s foundations. Seer Interactive reported that AI Overviews cut organic CTR by 61% and paid CTR by 68% for informational queries. And Google’s agentic tools began booking flights, hotels and dinner, signalling a shift from search-as-navigation to search-as-action.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ll explore these updates and more in detail in the article below.\u003C\u002Fp>\n\n\n\n\u003Cp>Allow our traffic light system to guide you to the articles that need your attention, so watch out for Red light updates as they’re major changes that will need you to take action, whereas amber updates may make you think and are definitely worth knowing, but aren’t urgent. And finally, green light updates, which are great for your SEO and site knowledge, but are less significant than others\u003C\u002Fp>\n\n\n\n\u003Cp>Keen to know more about any of these changes and what they mean for your SEO? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> page to find out how we can help.\u003C\u002Fp>\n\n\n\n\u003Cp>In this post, we’ll explore: \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-search-console-annotations-and-brand-queries-updates\">Google Search Console annotations and brand queries updates\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-search-console-annotations-now-allow-current-future-dates\">Google Search Console annotations now allow current\u002Ffuture dates\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-search-console-adds-branded-queries-filter\">Google Search Console adds branded queries filter\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-ai-overviews-drive-61-drop-in-organic-ctr-68-in-paid\">Google AI Overviews drive 61% drop in organic CTR, 68% in paid\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-business-profiles-adds-scheduling-and-multi-location-publishing-to-google-posts\">Google Business Profiles adds scheduling and multi-location publishing to Google Posts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-releases-gemini-3-it-already-powers-ai-mode\">Google releases Gemini 3 – it already powers AI Mode\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-can-book-your-flights-hotels-and-dinner-reservations-using-ai\">Google can book your flights, hotels and dinner reservations using AI\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-search-console-annotations-and-brand-queries-updates\">Google Search Console annotations and brand queries updates\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-search-console-annotations-now-allow-current-future-dates\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-search-console-annotations-future-dates-40461.html\">Google Search Console annotations now allow current\u002Ffuture dates\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Google has updated the custom annotations feature in Google Search Console (GSC) to allow users to add notes not only for past dates but also for the current date or future dates. Previously, this wasn’t possible: for example, when a user was trying to annotate the day of a major outage (a Cloudflare issue), Google’s interface rejected the date because it was after the last available data date. On 19 November 2025, that restriction was lifted. Now you can schedule annotations even before any data is displayed.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1344\" height=\"1044\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002F2025-google-annotation-update.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-36746\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Before, it was not possible to add an annotation for data that Search Console did not have. \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In simple terms, annotations in GSC let you add contextual notes (site changes, migrations, marketing campaigns, outages, etc.) directly on the performance chart. For SEO, this means you can now plan ahead. If you’re launching a site redesign or content overhaul in 2 weeks, you can add an annotation now. Later, when you view performance data, you’ll remember exactly when that change happened, even if nothing was showing at annotation time.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-search-console-adds-branded-queries-filter\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-search-console-adds-branded-queries-filter-464928\">Google Search Console adds branded queries filter\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Google announced that new branded query filters are rolling out gradually within Google Search Console reporting.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1984\" height=\"1400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002F2025-google-query-update-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-36750\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The filter, powered by AI, automatically recognises brand names, variations, product names or misspellings, then shows impressions, clicks, average position and CTR separately for each.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has introduced a new feature within the Insights report to help users understand their brand recognition and the effectiveness of their brand presence. This report now clearly separates total clicks into two categories: branded and non-branded queries.\u003C\u002Fp>\n\n\n\n\u003Cp>According to Google, this breakdown allows you to “measure brand recognition and compare the volume of traffic from people already familiar with your brand to the volume of traffic from those who didn’t explicitly intend to visit your site.” In essence, it shows the difference in traffic volume between users who were already searching for your brand and those who found you via generic searches.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1984\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002F2025-google-search-console-top-countries-update.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-36744\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-ai-overviews-drive-61-drop-in-organic-ctr-68-in-paid\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-ai-overviews-drive-drop-organic-paid-ctr-464212\">Google AI Overviews drive 61% drop in organic CTR, 68% in paid\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>A new study by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seerinteractive.com\u002Finsights\u002Faio-impact-on-google-ctr-september-2025-update\">Seer Interactive\u003C\u002Fa> analysed 3,119 informational queries (June 2024 – September 2025) and found that when Google AI Overviews (AIO) appear, organic click-through rates (CTR) plunged roughly 61% (from 1.76% to 0.61%), while paid CTR dropped a larger 68% (from 19.7% down to 6.34%).\u003C\u002Fp>\n\n\n\n\u003Cp>Interestingly, even for queries without AIOs, organic CTR fell 41% year-over-year, suggesting a broader shift away from clicks, not just due to AIO presence. However, the study also found that brands cited within AIOs performed better: they received about 35% more organic clicks and 91% more paid clicks than non-cited brands. The pattern holds across a large sample spanning many organisations and millions of impressions, indicating that this is not a seasonal or outlier phenomenon but likely a stable shift.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1080\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002Fgoogle-aio-paid-and-organic-ctr-trends.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-36740\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Getting cited by AIOs becomes a new form of visibility. Brands that appear in AIOs see relatively better CTRs than those that don’t. So being findable and quote-worthy becomes more important than ranking or click optimisation.\u003C\u002Fp>\n\n\n\n\u003Cp>Rather than focusing solely on clicks and traffic, SEO strategies should shift to measuring visibility, share of voice, brand presence, and conversions. Impressions and AIO inclusion may become more critical KPIs.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-business-profiles-adds-scheduling-and-multi-location-publishing-to-google-posts\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-business-profiles-adds-scheduling-and-multi-location-publishing-to-google-posts-465177\">Google Business Profiles adds scheduling and multi-location publishing to Google Posts\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>It is reported that \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-business-page-optimisation\">Google Business Profiles\u003C\u002Fa> now lets businesses schedule Google Posts to publish at a chosen future date\u002Ftime, and replicate a single post across multiple locations with one click. This means businesses managing several branches no longer have to manually post separately per location or log in at the exact posting time. As noted by a Google spokesperson, the new scheduling option helps businesses “plan your entire week or month in advance.”\u003C\u002Fp>\n\n\n\n\u003Cp>For local businesses and multi-location brands, this adds convenience and consistency. It ensures timely updates, handy around events, promotions, and holiday seasons, and helps maintain an active presence across all locations.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-releases-gemini-3-it-already-powers-ai-mode\">\u003Ca href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-releases-gemini-3-464860\">Google releases Gemini 3 – it already powers AI Mode\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google has launched Gemini 3, which it touts as its “most intelligent” model, and is now powering \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fai-mode-uk-launch\u002F\">AI Mode\u003C\u002Fa> within Google Search. This new model reportedly features state-of-the-art reasoning, deep multimodal understanding, and “agentic” capabilities. These advancements allow Gemini 3 to deliver dynamic and rich outputs, such as interactive tools, real-time visuals, tables, and simulations, tailored to the user’s specific query.\u003C\u002Fp>\n\n\n\n\u003Cp>The introduction of Gemini 3 into AI Mode (currently available to a limited user base, with likely expansion) signals an evolution for Google Search. Search results are becoming richer and more interactive, offering more comprehensive answers, especially for complex, data-driven, or scientific queries. They are expected to rely less on a conventional list of links.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-can-book-your-flights-hotels-and-dinner-reservations-using-ai\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-can-book-your-flights-hotels-and-dinner-reservations-using-ai-464687\">Google can book your flights, hotels and dinner reservations using AI\u003C\u002Fa>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"700\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" style=\"width:200px\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google AI Mode is introducing “agentic booking” features that let users not only search for but also book flights, hotels, and dinner reservations via natural-language prompts. Initially launching in the U.S. for dinner reservations via partners such as OpenTable and Resy, support for booking hotels and flights will follow later through collaborations with companies like Booking.com, Expedia, and major hotel chains.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1415\" height=\"1104\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F12\u002Fgoogle-ai-flight-and-booking-reservations.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-36742\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In addition, Google re-launched its “Canvas” planning tool in AI Mode, to help users organise travel plans, from flights, hotels and itineraries to find deals via simple natural-language instructions (“I want a 7-day trip to Morocco under £X”). Flight deals are expanding globally to more than 200 countries, with support for over 60 languages. For travel and hospitality businesses, visibility inside Google’s booking-AI may become as important as or more important than ranking in classic search results.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":164,"protected":205},36754,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1295,"inline_featured_image":205,"footnotes":5},"Navigate the major changes in the November 2025 Google Algorithm and Search Industry Updates. See how AI Overviews impact CTR and master new GSC features. Learn 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