[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002Fpage\u002F3":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":193,"head_links":196,"breadcrumbs":181,"posts":200,"pages":176,"head":1607},"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":177},"\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":176},[102,116,131,143,153,166],{"type_key":103,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":113},"post","The AIDA Model in Marketing: Uses & Examples","\u003Cp>The AIDA model can be applied to help businesses really understand their customer journey, whether that be online or offline. Learn more about what this means for marketing communications here.\u003C\u002Fp>\n","\u002Fblog\u002Faida-model-and-digital-marketing\u002F","2025-02-13T15:10:18",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FImpression-Banner-scaled-1.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\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":103,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":121,"image":122,"authors":123,"category":128},"Site Architecture for SEO","\u003Cp>In SEO, site architecture decisions can make or break your organic visibility. Whether you’re building a website from scratch or reassessing the existing structure of an enterprise site, the theory is the same: keep your website’s architecture as simple and organised as possible. This definitive guide to structuring a website for SEO covers everything you […]\u003C\u002Fp>\n","\u002Fblog\u002Fwebsite-architecture-seo\u002F","2024-09-25T15:09:17",29,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FtTHgw1oV-Screenshot-2024-09-23-at-12.03.39.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124,125],{"name":4,"image":112},{"name":126,"image":127},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":129,"name":130},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":103,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":140},"August 2024 Google algorithm and search industry updates","\u003Cp>This month we bring you some exciting developments and updates from the world of search including the release of an eagerly awaited Core Update from Google.  First and foremost, Google rolled out the August 2024 core algorithm update which is the second one this year. This follows months of feedback from creators since the previous […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2024-google-algorithm-and-search-industry-updates\u002F","2024-09-11T11:05:29",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139],{"name":4,"image":112},{"to":141,"name":142},"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"type_key":103,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":148,"image":149,"authors":150,"category":152},"July 2024 Google algorithm and search industry updates","\u003Cp>This month we bring you some exciting developments and updates from the world of search. From new features to major partnerships, there’s a lot to cover, including the launch of Bing’s generative search experience and an ongoing development from the collaboration between Reddit and Google. Firstly, Reddit has updated its robots.txt file to block most […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2024-google-algorithm-and-search-industry-updates\u002F","2024-08-22T16:03:25",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C0%2C1418%2C1418&w=640",[151],{"name":4,"image":112},{"to":141,"name":142},{"type_key":103,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":158,"image":159,"authors":160,"category":165},"Impression Picks – Digital marketing roundup June 2024","\u003Cp>Welcome to June’s edition and the final edition of Impression Picks. We hope you have enjoyed us exploring a wide range of topics each month! This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-june-2024\u002F","2024-06-28T09:41:23",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161,164],{"name":162,"image":163},"Salik Chaudry","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":112},{"to":114,"name":115},{"type_key":103,"title":167,"excerpt":168,"to":169,"postedAt":170,"readingTime":171,"image":172,"authors":173,"category":175},"May 2024 Google algorithm and search industry updates","\u003Cp>This month, we bring you some of the latest developments from the world of search, including the highly anticipated roll-out of AI Overviews and the leak of Google’s Search API documentation. Firstly, the leaked Google Search API document has been a major talking point within the SEO industry. This document details over 2,000 modules and […]\u003C\u002Fp>\n","\u002Fblog\u002Fmay-2024-google-algorithm-and-search-industry-updates\u002F","2024-06-12T10:59:42",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[174],{"name":4,"image":112},{"to":141,"name":142},"7",{"type":178,"style":179,"title":180,"heading":4,"intro":10,"services":12,"breadcrumbs":181,"photo":57,"social":193},"author","dark","Meet the Team",[182,185,188,191],{"path":183,"name":184},"\u002F","Home",{"path":186,"name":187},"\u002Fabout\u002F","About Us",{"path":189,"name":190},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":192,"name":4},null,{"twitter":194,"linkedin":195},"https:\u002F\u002Ftwitter.com\u002Ftheuring_seo","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fjonathantheuring\u002F",[197],{"rel":198,"href":199},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002F",[201,531,807,1000,1187,1418],{"id":202,"date":203,"date_gmt":203,"guid":204,"modified":107,"modified_gmt":107,"slug":206,"status":19,"type":103,"link":106,"title":207,"content":208,"excerpt":211,"author":212,"featured_media":213,"comment_status":20,"ping_status":20,"sticky":98,"template":5,"format":214,"meta":215,"categories":218,"collections":223,"coauthors":224,"class_list":226,"acf":237,"head_links":238,"breadcrumbs":239,"url_path":106,"search_description":217,"featured_image_urls":247,"authors":282,"type_nicename":293,"reading_minutes":108,"category":294,"yoast_title":216,"yoast_meta":303,"yoast_json_ld":359,"_links":482},11290,"2024-12-11T17:41:28",{"rendered":205},"\u002Fblog\u002Faida-model-and-digital-marketing-2\u002F","aida-model-and-digital-marketing",{"rendered":104},{"rendered":209,"protected":210},"\n\u003Cp>The AIDA model can be applied to help businesses \u003Cem>really\u003C\u002Fem> understand their customer journey, whether that be online or offline. Traditional AIDA model marketing has been adapted across the past three centuries and can be used to help understand and guide future \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital marketing strategies\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Even in the age of artificial intelligence (AI) and machine learning (ML), marketers are still using the AIDA framework to enrich customer journeys and experiences – read on to discover how.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-aida-model-marketing\">What is AIDA Model Marketing?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-does-aida-stand-for\">What does AIDA stand for?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#who-created-the-aida-model\">Who created the AIDA model?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-aida-marketing-model-explained-with-examples\">The AIDA Marketing Model explained with examples\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-apply-aida-to-digital-marketing\">How to apply AIDA to Digital Marketing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#applying-aida-marketing-to-seo\">Applying AIDA Marketing to SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#applying-aida-marketing-to-paid-media\">Applying AIDA Marketing to Paid Media\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#outbound-strategy\">Outbound strategy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#inbound-strategy\">Inbound strategy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#aida-and-social-media\">AIDA and Social Media\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#applying-aida-marketing-to-digital-pr\">Applying AIDA Marketing to Digital PR\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#aida-marketing-for-multi-channel-strategies\">AIDA Marketing for multi-channel strategies\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#awareness\">Awareness\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#interest\">Interest\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#desire\">Desire\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#action\">Action\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#nurture\">Nurture\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#aida-model-template\">AIDA Model template\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#alternative-hierarchy-of-needs-models\">Alternative hierarchy of needs models\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#evolving-the-aida-model-in-2025-with-the-use-of-ai-and-machine-learning\">Evolving the AIDA Model in 2025 with the use of AI and Machine Learning\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#aida-model-marketing-by-impression\">AIDA Model Marketing by Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-aida-model-marketing\">\u003Cstrong>What is AIDA Model Marketing?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>AIDA model marketing, also known as the conversion funnel, is the process we use to slowly nurture prospective customers through every single touchpoint throughout their customer journey, with the intention of eventually converting.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-aida-stand-for\">What does AIDA stand for?\u003C\u002Fh3>\n\n\n\n\u003Cp>The AIDA framework is an acronym for Awareness, Interest, Desire and Action; we have \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faida-model-and-digital-marketing#aida-stages\">expanded on each section below\u003C\u002Fa>. Each part of the acronym refers to a different stage of the conversion funnel: the framework holds that prospects first become aware of a brand and its offering, then develop an interest in it, begin to desire it, and finally complete an action (whether this is purchasing a product, signing up for a service, or simply downloading a marketing brochure).\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth noting that each conversion funnel is likely to differ in terms of their objectives depending on whether they’re B2B or B2C and which industry they operate in. The principle of the model remains the same and the funnel can be adapted to every single business model.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"who-created-the-aida-model\">Who created the AIDA model?\u003C\u002Fh3>\n\n\n\n\u003Cp>The AIDA model was created in 1898 by American advertising advocate, Elias St. Elmo Lewis. His theory regarding the various communication methods that can be used to push consumers down the conversion funnel towards the moment of purchase has since become widely used in the marketing industry.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-aida-marketing-model-explained-with-examples\">\u003Cstrong>The AIDA Marketing Model explained with examples\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FJC63Z0vj-conversion-funnel-impression.png?auto=compress%2Cformat&q=90\" alt=\"The AIDA conversion model (a graphic by Impression)\" class=\"wp-image-5113\" width=\"330\" height=\"269\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>A\u003C\u002Fstrong>wareness → Creating brand awareness and gaining attention from potential customers.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>I\u003C\u002Fstrong>nterest → Once attention is gained, sustaining that interest in your product or service by creating arousal (for example, detailing information about the product of interest).\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>D\u003C\u002Fstrong>esire → Once the interest is aroused, at this point you want to persuade the customer as to why they should purchase your product or service. This can be done by outlining the benefits of the product to address the emotions of your target customer.  \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>A\u003C\u002Fstrong>ction → As soon as the desire has been invoked, you want the customer to convert. This can be achieved by creating a seamless purchasing process, such as an online shopping cart, with no distractions.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>The framework helps us to identify different cognitive stages that an individual goes through during their purchasing process for a product or service. As mentioned earlier, this traditional marketing model has been used for offline strategies, such as billboards, print, flyering and coupons.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the flexibility of this conversion theory allows us to apply it to our digital marketing strategies. We can use it to help distinguish users (current and potential) and drive traffic.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-apply-aida-to-digital-marketing\">\u003Cstrong>How to apply AIDA to Digital Marketing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Whether you’re carrying out \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">search engine optimisation\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">paid media\u003C\u002Fa> marketing or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> activities, the AIDA marketing model can be used to speak to your designated audience at different touch points across their customer journey and interaction with your brand online. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"applying-aida-marketing-to-seo\">Applying AIDA Marketing to SEO\u003C\u002Fh3>\n\n\n\n\u003Cp>For \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">search engine optimisation\u003C\u002Fa> strategies, we like to utilise the conversion funnel when creating content across the site. When users are at the top of the funnel, the awareness and informational stage, they are most likely not sure what product or service they’re really looking for. They are simply browsing and gathering more information before they make an informed purchase. \u003C\u002Fp>\n\n\n\n\u003Cp>But, how can we act on this with content? During these early stages, these potential customers are asking many questions in search engines. By analysing and creating content around your specific longer-tailed product or service queries, you can funnel these customers down the AIDA marketing model, or if not, increase brand awareness for future purchases. We have seen question-based queries on the rise with the mass adoption of smart speakers and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-voice-search\u002F\">voice search\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, if you’re marketing a car dealership and looking to target young drivers to purchase their first car, you want to be visible in the search engine results pages (SERPs) for question-based queries, such as “\u003Cem>what is the safest car for a first-time driver?\u003C\u002Fem>” or “\u003Cem>what are the best cars for young drivers?\u003C\u002Fem>” These types of queries can be attributed to the awareness\u002Finformational aspect of the framework.\u003C\u002Fp>\n\n\n\n\u003Cp>During this stage, longer-tailed content located in a website’s resource ‘hub’ is grouped into themes and is likely to improve the overall user experience when starting their customer journey. An excellent example is from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fintl\u002Fen-gb\u002F\">Think With Google’s\u003C\u002Fa> content hub, which provides a range of resources perfectly siloed into different themes, making it easier for users to find useful content. With deep internal links across the site, it is far more efficient for search engine bots to crawl and index your content.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"439\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fsb4bfo7Q-Screenshot-2020-04-07-at-16.52.48.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5114\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>As customers move down the funnel, they become more valuable as they are less likely to bounce and might consider purchasing. At this point, you’re wanting to convince the user to buy through your content. During the decision and converting aspect of the AIDA marketing model, product landing pages inherit the benefits of granular targeting of category pages across the site. As a result, product pages should be developed when users are ready to convert, targeting high-intent queries. At this stage, provide key information and avoid hindrances to conversion.\u003C\u002Fp>\n\n\n\n\u003Cp>Enhancing the bottom of the funnel experience further from an organic perspective can be delivered by adding on-site data to entice the user and distinguish you from your competitors. On-site examples of this can include adding a trusted review aggregator, pulling together \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">case-studies\u003C\u002Fa>, testimonials of previous customers and including a FAQ section for further questions to help make their decision to purchase.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"applying-aida-marketing-to-paid-media\">Applying AIDA Marketing to Paid Media\u003C\u002Fh3>\n\n\n\n\u003Cp>When carrying out paid marketing activities, such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">search ads\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">Google shopping\u003C\u002Fa>, a whole host of data around audiences already exists from paid search to help target and convert prospects more effectively. These audience data sets can be used strategically to understand where the user is currently on their purchase journey and bid accordingly. This can be separated into two sub-categories that naturally fit into two distinctive groups of customers: inbound and outbound.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"outbound-strategy\">Outbound strategy\u003C\u002Fh4>\n\n\n\n\u003Cp>When users are at the top of the AIDA marketing model, you want to create brand awareness campaigns to help the user discover more about the business and what is being offered. From a paid search perspective, it’s recommended to utilise the following services to best capitalise on top of the funnel customer activity: \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">display advertising\u003C\u002Fa>, paid social, targeted videos and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002Fremarketing\u002F\">remarketing\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>At this point, the ads are not brand-heavy as such, but visually appealing to help increase their reach. When users are in the middle of the funnel, around the informational or desired stage, this is where you want to carry out campaigns that are going to engage your target audience and drive traffic to the site. These could include retargeting ads of products or services that a user had been looking at previously.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"inbound-strategy\">Inbound strategy\u003C\u002Fh4>\n\n\n\n\u003Cp>When you’re targeting users who are at the bottom of the funnel and ready to convert, you want to focus on your USPs and the conversion element of your paid adverts. During the action stage of the AIDA framework, hone in on audience demographics and utilise the following services: Google search ads, Google Shopping and remarketing lists for search ads (RLSAs).\u003C\u002Fp>\n\n\n\n\u003Cp>At this crucial stage, you want to direct the user who clicks on your ads to the most relevant page. For example, for a lead-generating website towards the contact or quote form and for an e-commerce site, the exact product page where the user can convert easily from with a discount code. \u003C\u002Fp>\n\n\n\n\u003Cp>Upon reaching the very bottom of the conversion funnel, it is key to capture the action of the user and encourage them to convert. For example, offer a price promotion on Google Search or a hyper-targeted paid advert to influence the decision to convert.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"aida-and-social-media\">AIDA and Social Media\u003C\u002Fh4>\n\n\n\n\u003Cp>A wide audience can be reached across the various social media platforms, leading to a wealth of data that can be used for refined targeting. \u003C\u002Fp>\n\n\n\n\u003Cp>Awareness can be developed by prospecting users with emotive language, supported by a video to build interest and intrigue. For already engaged users, action can then be encouraged by asking for a sign-up, contact or donation, and, finally, remarketing can be used to develop brand loyalty. Ultimately, the conversion funnel can help to build a well-rounded and highly effective social media strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>In a separate post, PPC Specialist, Charlie Byrne, explains the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsocial-media-advertising-for-charities\u002F\">conversion funnel process in relation to social media marketing\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Top Tip – Any brand that fundamentally wants to grow their awareness and increase conversions should ideally include a blend of inbound and outbound paid services, as appropriate for their audience demographics.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"applying-aida-marketing-to-digital-pr\">Applying AIDA Marketing to Digital PR\u003C\u002Fh3>\n\n\n\n\u003Cp>Within traditional PR campaigns, the AIDA marketing model is often used to support the full user journey. But this is much more difficult to measure. With the evolution of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa>, we can again adapt this model to accurately measure the effectiveness of campaigns, the impact on SEO goals and the revenue generated from multi-channels. \u003C\u002Fp>\n\n\n\n\u003Cp>Usually, digital PR campaigns focus on the top-of-the-funnel activity and directly relate to the “awareness” and “interest” stages. It’s worth noting that digital PR is mainly off-site and therefore cannot be associated with the whole funnel. Digital PR can help to boost brand awareness and stimulate users to pass through the funnel with the assistance of other channels. Good \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Flink-building\u002F\">link building\u003C\u002Fa> strategies should act to build meaningful referral traffic further down the funnel as well as links for SEO purposes.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to create a digital PR campaign that can deliver a higher return-on-investment (ROI), it’s important to truly understand what the end user looks like for the brand. This will also benefit the delivery of online campaigns that target the end-users’ motivations and challenges. Angles to expose through link building campaigns to align with the AIDA funnel could involve seasonal roundups, product reviews, product benefits and traits to create the desire of the brand being discussed. If you’d like to find out more about tangible tips and advice for your digital PR campaign, view \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fimproving-the-measurable-impact-of-digital-pr-webinar\u002F\">Laura Hampton’s webinar\u003C\u002Fa> here. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"aida-marketing-for-multi-channel-strategies\">\u003Cstrong>AIDA Marketing for multi-channel strategies\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Not only can the AIDA marketing model be applied to individual marketing disciplines, but it can also be used across a range of different channels, helping to maximise the ROI from your digital marketing efforts. This also ensures that users are nurtured at every single touchpoint with your brand and ultimately helps to convert. Below, we outline each section within AIDA and how digital marketing activities can enhance brand visibility and work towards overall targets.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"awareness\">Awareness\u003C\u002Fh3>\n\n\n\n\u003Cp>The main aim of top-of-the-funnel digital marketing activities is to grow brand awareness and create a much larger audience. Therefore, we’re not just looking into users but also into specific \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fmarketing-resources\u002Fmicro-moments\u002Fmicro-moments-understand-new-consumer-behavior\u002F\">micro-moments\u003C\u002Fa>, where customers know exactly what they want and when they want it.\u003C\u002Fp>\n\n\n\n\u003Cp>During the awareness stage of the AIDA marketing model, it’s recommended to focus on a range of digital marketing disciplines. A strong \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> strategy will help earn mentions and backlinks from authoritative, industry-relevant publications that your target audience will be reading, increasing brand awareness and benefitting your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> efforts. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid social media marketing\u003C\u002Fa> allows businesses to reach users right at the top of the funnel as they are starting their user journey. With an array of extensive targeting options on platforms such as Facebook, Instagram and LinkedIn, you’ll be able to communicate your message to a specific audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"interest\">Interest\u003C\u002Fh3>\n\n\n\n\u003Cp>The Interest stage is where you’re able to create content that will answer almost every question or problem a customer may have. Search engines are, without a doubt, the go-to solution for gaining further information about anything and everything. Within this stage, we’d recommend completing thorough organic keyword research to identify SEO targeting opportunities.\u003C\u002Fp>\n\n\n\n\u003Cp>With the SERPs altering rapidly to enhance the overall user experience, look into informational and longer-tailed keyword opportunities such as Featured Snippets and People Also Ask boxes. This will help increase your overall brand awareness, gain search engine real estate against your competitors and ultimately reach your target audience’s query during the informational stage of their user journey.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"desire\">Desire\u003C\u002Fh3>\n\n\n\n\u003Cp>Within the Desire stage, this is where you’re able to focus on a high-quality \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">content marketing\u003C\u002Fa> strategy that is relevant to your target audience. Your content should discuss the benefits of the product or service to encourage the audience to move into the latter stage of the funnel and convert.\u003C\u002Fp>\n\n\n\n\u003Cp>Completing fresh keyword research from both an organic and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-shopping\u002F\">paid search\u003C\u002Fa> query data perspective can help to identify what your audience is seeking to know about your product or service. From the research, useful content can be created around related topics and placed within a siloed content hub. Not only will this hub make it easy for your customers to retrieve the content, but it can also help to build up trust and move them closer to making their purchasing decisions.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"action\">Action\u003C\u002Fh3>\n\n\n\n\u003Cp>The final stage of the framework is to capture and trigger the specific audience to make the decision to purchase, turning them into a customer for your business. Complete digital marketing activities such as hyper-targeted paid search and shopping campaigns that get in front of the audience who are likely to convert. This could include offering an attractive price promotion on your products that incentivises the customer to purchase now.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"nurture\">Nurture\u003C\u002Fh3>\n\n\n\n\u003Cp>An extension of the traditional AIDA model we’ve seen over the recent years is the need to nurture your new customers throughout their entire purchasing process. This involves going above and beyond to ensure the customer is delighted with the brand relationship, helping with advocacy to grow your target audience further. Other variations and adaptations of the model are discussed below.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"aida-model-template\">\u003Cstrong>AIDA Model template\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Looking to plan out a marketing communications strategy based on the AIDA model? Below, we’ve provided an AIDA framework template, giving you a framework within which to plot out the most appropriate consumer touch points for each stage of the conversion funnel.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"320\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FAIDA-Model-Template.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24250\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"alternative-hierarchy-of-needs-models\">\u003Cstrong>Alternative hierarchy of needs models\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As we mentioned earlier, AIDA marketing has been adapted across the last three centuries, resulting in slight variants to the traditional model. Below we have listed just four examples, though there are many more out there which are being used to drive digital strategy.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>AIDAS\u003C\u002Fstrong> – Attention, Interest, Desire, Action and Satisfaction\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>AIDCA\u003C\u002Fstrong> – Attention, Interest, Desire, Conviction, Action\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>AIDEA\u003C\u002Fstrong> – Attention, Interest, Desire, Evidence, Action\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>REAN\u003C\u002Fstrong> – Reach, Engage, Activate and Nurture\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Essentially, the models still focus on the basis of Attention, Interest, Desire and Action, however, new developments tend to put more emphasis on the retention of customers or in building trust to develop brand loyalty. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Top Tip – Solidify your AIDA strategy and build conviction by displaying trust signals such as customer reviews or showcasing the number of recent customer purchases.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"evolving-the-aida-model-in-2025-with-the-use-of-ai-and-machine-learning\">\u003Cstrong>Evolving the AIDA Model in 2025 with the use of AI and \u003C\u002Fstrong>Machine Learning\u003C\u002Fh2>\n\n\n\n\u003Cp>With a vast array of digital channels at our disposal, the contemporary customer journey is no longer a straightforward and linear process in most cases – and the practice of plotting out customer touchpoints is increasingly complex. Consequently, a lot of people view the AIDA framework as outdated. However, rather than discarding the AIDA model altogether, savvy digital marketers should look to adapt it by integrating AI and Machine Learning (ML) into their workflows.\u003C\u002Fp>\n\n\n\n\u003Cp>AI and ML have all been combined to enable organisations to comprehend client interactions at every stage. This in-depth knowledge is essential for “narrowcasting” or creating customised communications and promotions that cater to particular needs. With modern AI and ML tools at our fingertips, we can unlock deeper insights into customer behaviour – enabling \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmarketing-automation\u002F\">marketing automation\u003C\u002Fa> and more personalised experiences. Smart devices, for example, offer direct consumer interactions that marketers can monitor to gain insights into shopping habits and lifestyles throughout the AIDA funnel. These technologies help analyse data, inform marketing strategies, and tailor promotions and loyalty programs.\u003C\u002Fp>\n\n\n\n\u003Cp>In this context, the AIDA model can also be used as an evaluative framework for selecting appropriate AI\u002FML tools for gathering and analysing data to support marketing activities. Perhaps your business has identified a need to nurture leads or potential customers more effectively and drive them closer towards the desire and action phases. AI-powered software can help with this, automatically categorising your target audience into segments based on behavioural triggers and allowing you to create custom lead nurturing flows for each group.\u003C\u002Fp>\n\n\n\n\u003Cp>Beyond tool selection, AI\u002FML can help you to refine your marketing efforts throughout each stage of the AIDA funnel. Consider the example of a potential customer in the interest phase who visits your website without a fixed idea of the products or services that best meet their needs. To ensure that they quickly reach the desire phase in this scenario, we need to help them refine their search, and this is where modern machine learning comes into play.\u003C\u002Fp>\n\n\n\n\u003Cp>Recommendation engines can generate tailored suggestions based on factors such as browsing history, search queries, and other on-site interactions. By layering this data in with the demographic information we have available, these systems can profile users and present them with the right products or solutions in the right moments. Achieving this whilst a user is still on site greatly increases the likelihood of conversion. AI chatbots can support the customer journey in a similar way, helping users to find the information they need to feel confident in converting with your business.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve just scratched the surface of what can be achieved by leveraging AI and ML to support AIDA model marketing. Piqued your interest? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch today\u003C\u002Fa> to explore what more your business could achieve.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"aida-model-marketing-by-impression\">\u003Cstrong>AIDA Model Marketing by Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With significant changes occurring across the entire media landscape – both online and offline – it’s vital that you adapt and react to changes in your target audience’s behaviour. As we’ve seen, AI and ML technology can play a role in helping you to achieve this. But you also need to keep marketing fundamentals in mind – and even in a modern context, the AIDA model offers an easy-to-grasp framework that keeps your activity honed in on those crucial moments in the customer journey. As an integrated \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing agency\u003C\u002Fa>, we work in a collaborative manner to elevate your strategy and grow through experimentation at each stage of the AIDA funnel. If you’d like to hear more about how we can create an integrated marketing campaign spanning everything from \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cbr>\u003Cbr>\u003C\u002Fp>\n",false,{"rendered":105,"protected":210},42,11291,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":216,"_yoast_wpseo_metadesc":217,"inline_featured_image":210,"footnotes":5},"The AIDA Model in Marketing: Uses & Examples | Impression","Discover how you can apply the traditional AIDA marketing model to your digital marketing strategy, 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Get in touch with us if you think we can work together.","01158 242 212",{"@type":429,"streetAddress":430,"addressLocality":431,"addressRegion":432,"postalCode":433,"addressCountry":434},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[436,445,457],{"@type":437,"name":438,"geo":439,"address":443,"photo":416,"telephone":444},"Place","Impression Digital - Nottingham",{"@type":440,"latitude":441,"longitude":442},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":429,"streetAddress":430,"addressLocality":431,"addressRegion":432,"postalCode":433,"addressCountry":434},"+44 01158 242 212",{"@type":437,"name":446,"geo":447,"address":450,"photo":455,"telephone":456},"Impression Digital - London",{"@type":440,"latitude":448,"longitude":449},"51.50237208377361","-0.09229841534284115",{"@type":429,"streetAddress":451,"addressLocality":452,"addressRegion":453,"postalCode":454,"addressCountry":434},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":437,"name":458,"geo":459,"address":462},"Impression Digital - New York",{"@type":440,"latitude":460,"longitude":461},"40.726722746949","-74.00527778220652",{"@type":429,"streetAddress":463,"addressLocality":464,"addressRegion":465,"postalCode":466,"addressCountry":467},"160 Varick St","New York","NY","10013","USA",[469,472,474],{"@type":470,"name":471},"Country","Worldwide",{"@type":470,"name":473},"GBR",{"@type":470,"name":467},{"@type":476,"@id":477,"name":4,"image":478,"description":6,"sameAs":480,"url":199},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fbb0288b5483384c650642c8bb7922033",{"@type":385,"inLanguage":374,"@id":479,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=9696192be81146cac3d7e0a75a825edef6",[195,481],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002Ftheuring_seo",{"self":483,"collection":493,"about":496,"author":499,"replies":502,"version-history":505,"predecessor-version":508,"wp:featuredmedia":512,"wp:attachment":515,"wp:term":518,"curies":527},[484],{"href":485,"targetHints":486},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F11290",{"allow":487},[488,489,490,491,492],"GET","POST","PUT","PATCH","DELETE",[494],{"href":495},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[497],{"href":498},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[500],{"embeddable":98,"href":501},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F42",[503],{"embeddable":98,"href":504},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=11290",[506],{"count":148,"href":507},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F11290\u002Frevisions",[509],{"id":510,"href":511},31980,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F11290\u002Frevisions\u002F31980",[513],{"embeddable":98,"href":514},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F11291",[516],{"href":517},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=11290",[519,522,525],{"taxonomy":520,"embeddable":98,"href":521},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=11290",{"taxonomy":523,"embeddable":98,"href":524},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=11290",{"taxonomy":178,"embeddable":98,"href":526},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=11290",[528],{"name":529,"href":530,"templated":98},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":532,"date":533,"date_gmt":533,"guid":534,"modified":120,"modified_gmt":120,"slug":536,"status":19,"type":103,"link":119,"title":537,"content":538,"excerpt":540,"author":212,"featured_media":541,"comment_status":20,"ping_status":20,"sticky":210,"template":5,"format":214,"meta":542,"categories":545,"collections":546,"coauthors":547,"class_list":549,"acf":552,"head_links":553,"breadcrumbs":554,"url_path":119,"search_description":544,"featured_image_urls":559,"authors":591,"type_nicename":293,"reading_minutes":121,"category":685,"yoast_title":543,"yoast_meta":690,"yoast_json_ld":719,"_links":769},29901,"2024-09-23T11:09:32",{"rendered":535},"\u002F?p=29901","website-architecture-seo",{"rendered":117},{"rendered":539,"protected":210},"\n\u003Cp>In SEO, site architecture decisions can make or break your organic visibility. Whether you’re building a website from scratch or reassessing the existing structure of an enterprise site, the theory is the same: keep your website’s architecture as simple and organised as possible.\u003C\u002Fp>\n\n\n\n\u003Cp>This definitive guide to structuring a website for SEO covers everything you need to know to establish strong technical foundations. It unpacks the different types of site architecture you can choose from, explores all of the important structural components, and explains what you can do to optimise your site. You’ll also find plenty of practical tips from our in-house experts throughout.\u003C\u002Fp>\n\n\n\n\u003Cp>There’s a lot of ground to cover here. If you’re looking for something in particular, use the table of contents below to navigate to it. \u003C\u002Fp>\n\n\n\n\u003Cp>Ready to get started with a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEO agency\u003C\u002Fa>? For a free consultation, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">speak to our team\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-site-structure-for-seo\">What is site structure for SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-website-architecture-important-for-seo\">Why is website architecture important for SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#link-equity-distribution\">Link equity distribution\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#crawlability-and-indexability\">Crawlability and indexability\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#topical-authority\">Topical authority\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sitelinks\">Sitelinks\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#user-experience\">User experience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#types-of-website-structure\">Types of website structure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#hierarchical-structure\">Hierarchical structure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#contentsilos\">Content silos\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sequential-structure\">Sequential structure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#matrix-structure\">Matrix structure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#database-structure\">Database structure\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#components-of-site-architecture-for-seo\">Components of site architecture for SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#homepage\">Homepage\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#urloptimisation\">URL optimisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#short\">Keep URLs short and neat\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#groupcontent\">Group content by theme\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#keywordtargeting\">Consider keyword targeting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#usercentric\">Take a user-centric approach\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sitemaps\">Sitemaps\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#internalstructures\">Internal linking structures\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#breadcrumbs\">Breadcrumbs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#menusnavigation\">Menus and navigation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#internalsite\">Internal site search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#subdomains\">Subdomains\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ecommerceseo\">How to structure an ecommerce site for SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#producturl\">Product URL structures for ecommerce sites\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ecommercesites\">Internal linking for ecommerce sites\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#internationalconsiderations\">International SEO site structure considerations\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#structureissues\">Identifying site structure issues\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#architecturechanges\">Making site architecture changes\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seobyimpression\">SEO by Impression\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-site-structure-for-seo\">\u003Cstrong>What is site structure for SEO?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Site structure (or site architecture) is the arrangement of URLs on a site to form groups and connections. A well-defined structure establishes the relationships between pages and facilitates easy navigation between them. It also allows search engines to crawl the site effectively and supports organic rankings.\u003Cbr>The structure of your site creates a hierarchy: more important pages appear higher up in the architecture, with your homepage right at the top. As you progress deeper into a website via links, the position of each page can be measured in terms of \u003Cem>click depth\u003C\u002Fem>; that is, the number of clicks required to reach a URL from the homepage, or primary entry point.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"924\" height=\"692\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FScreenshot-2024-09-23-at-12.03.04.png?auto=compress%2Cformat&q=90\" alt=\"A diagram illustrating how click depth works\" class=\"wp-image-30398\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>If a page is buried deep within a site (requiring lots of clicks before it can be found) users will naturally see it as less important than pages that are easily accessible from the homepage. Search engines follow a similar principle. Pages higher up in a site’s architecture are crawled more frequently — they also tend to rank higher in search results more easily than pages deeper into the site structure. Read on to discover more about why this is.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-is-website-architecture-important-for-seo\">\u003Cstrong>Why is website architecture important for SEO?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To understand why site architecture is critical for SEO, it’s important first to acknowledge how a search engine works and consider Google’s mission:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-white-color has-vivid-cyan-blue-background-color has-text-color has-background has-medium-font-size\">\u003Cstrong>“To organise the world’s information and make it universally accessible and useful.”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>To achieve this, Google must be able to navigate around websites and, more importantly, understand which pages contain the most important information. It does this through something not too far removed from its \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.google.com\u002Fpatents\u002FUS6285999\">proprietary IP\u003C\u002Fa> which dates back to the mid 90s: PageRank. \u003C\u002Fp>\n\n\n\n\u003Cp>In its earliest form, PageRank determined the relative importance of a page – and how highly it should rank in the results for relevant queries – by viewing backlinks as votes of confidence. It provided a ranking boost to websites and pages that had backlinks from other relevant, authoritative sources. URLs with higher PageRank scores passed on more value through links. This idea still exists in Google’s current ranking algorithms, but it has evolved significantly and hundreds of other factors are now considered when ranking pages in Search.\u003C\u002Fp>\n\n\n\n\u003Cp>Many organisations have since sought to emulate PageRank, helping SEOs to measure and track it as a metric. Moz contributed the earliest on in this field with its introduction of Page Authority and Domain Authority; tools like Ahrefs and SEMrush later followed suit. No matter which metric you use, however, the idea of \u003Cem>link juice\u003C\u002Fem> or \u003Cem>link equit\u003C\u002Fem>y flowing from one page to another via links and aggregating there is common. It is also the key factor to consider when striving to surface the best content within your site’s architecture.\u003C\u002Fp>\n\n\n\n\u003Cp>This is one of the key reasons why your site’s structure is vital for SEO, but it’s not the only point to take into account. Let’s dig a little deeper.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"link-equity-distribution\">Link equity distribution\u003C\u002Fh3>\n\n\n\n\u003Cp>We’ve seen how PageRank can positively impact a page’s ability to rank in organic search as it accrues more equity through backlinks. Internal links then pass this equity onwards to other pages, which gain authority from the perspective of search engines and are themselves given a ranking boost.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"924\" height=\"688\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FScreenshot-2024-09-23-at-12.03.11.png?auto=compress%2Cformat&q=90\" alt=\"A diagram illustrating how link equity distribution works\" class=\"wp-image-30399\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"crawlability-and-indexability\">Crawlability and indexability\u003C\u002Fh3>\n\n\n\n\u003Cp>Before a search engine can even rank a page, however, it must first be crawled and indexed. This is where site structure comes into play. A robust architecture with strong internal linking makes it easier for search engines to crawl your site via links, locate important pages for the index, and then rank them in search results.\u003C\u002Fp>\n\n\n\n\u003Cp>Your site’s architecture acts as a roadmap for crawlers to follow. The logical grouping and connecting of pages via URL hierarchies and internal links allows search engines to discover and categorise content more effectively, particularly when supported by an organised \u003Ca rel=\"noreferrer noopener\" href=\"#sitemaps\">sitemap\u003C\u002Fa>. More pages then make it into the index, giving you the opportunity to grow organic visibility by optimising for a wider range of keywords.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\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\u003Ch3 class=\"wp-block-heading\" id=\"topical-authority\">Topical authority\u003C\u002Fh3>\n\n\n\n\u003Cp>URL structures and internal links send important signals about how pages relate to each other. Organised URL hierarchies, with relevant child pages nested in parent subfolders, help users and search engines to recognise categories of interrelated content. And these relationships are then reinforced through well-planned linking structures.\u003C\u002Fp>\n\n\n\n\u003Cp>Savvy SEOs will leverage this to demonstrate expertise on a particular topic. By arranging related content to signal thematic relationships and creating internal links between the associated pages, you can build up topical authority. This, in turn, contributes to relevant rankings across the site.\u003C\u002Fp>\n\n\n\n\u003Cp>Take the example of the Impression website. Our service pages are organised into subfolders with each channel as the parent page (such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u002Fseo\u002F\u003C\u002Fa>). Within these subdirectories, we have interlinked child service pages like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Finternational-seo\u002F\">\u002Fseo\u002Finternational-seo\u002F\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">\u002Fseo\u002Ftechnical-seo\u002F\u003C\u002Fa>. These rank on their own for terms like ‘international SEO services’ and ‘technical SEO agency’. But thanks to the URL hierarchy and linking structures, search engines see the main SEO page as related to the child pages – and because we’ve shown that we have the authority to rank highly for keywords like ‘technical SEO agency’, we’re more likely to rank for the parent term (‘SEO agency’ in this case).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"920\" height=\"551\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FScreenshot-2024-09-23-at-12.03.24.png?auto=compress%2Cformat&q=90\" alt=\"Website architecture example based on the Impression Digital structure\" class=\"wp-image-30400\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>We’ll explore how you can leverage your site’s architecture to convey topical authority later on in the context of \u003Ca rel=\"noreferrer noopener\" href=\"#contentsilos\">content silo structures\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"sitelinks\">Sitelinks\u003C\u002Fh3>\n\n\n\n\u003Cp>Sitelinks often appear for branded searches in Google, providing users with deep links to key pages on your website. When searching for ‘Impression Digital’, for example, you’re presented with a link to our homepage and a handful of sitelinks:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXfgJW2GZDT2Wg7K9345PAhTsFu-aLXY4Enc-lo-c5g4EKDLVjN8KTZBqC-P-ZgWqJCToGQwyQeGwvIs4_n2r0sFgjz0e83BU8GgHna32hN_CGlHyzzLlAnt19kSaRGiphcJRxjOK3DgVYLYSoxBsTuwATR8?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"486\" height=\"391\">\u003C\u002Fp>\n\n\n\n\u003Cp>But how do search engines work out which pages to include in this feature? You guessed it – once again, the answer lies in your site’s architecture.\u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fsitelinks\">Google’s documentation on sitelinks\u003C\u002Fa>, they are generated by ‘analys[ing] the link structure of your site to find shortcuts that will save users time and allow them to quickly find the information they’re looking for.’ If you want to promote a particular page via sitelinks, you should:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Feature the page prominently in site-wide linking components, including your main navigation and footer.\u003C\u002Fli>\n\n\n\n\u003Cli>Create links towards it from other key pages on your site (where contextually relevant).\u003C\u002Fli>\n\n\n\n\u003Cli>Use concise and relevant anchor text when linking towards the page.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"user-experience\">User experience\u003C\u002Fh3>\n\n\n\n\u003Cp>By now you’ll have started to see the value of site architecture for SEO. But perhaps most importantly of all, a carefully designed structure enhances your site’s user experience (UX). \u003C\u002Fp>\n\n\n\n\u003Cp>Think back to a time where you struggled to navigate a website. Maybe you wanted to find a certain product, but when you navigated to the most relevant category page, it wasn’t there. It’s likely you were on a website with poor site structure, and this can be frustrating for users. \u003C\u002Fp>\n\n\n\n\u003Cp>Google takes this into account when ranking your website. Reflect again on Google’s mission, shared at the beginning of this article: “To organise the world’s information and make it universally accessible and useful.” Google wants to serve up information which is relevant and accessible for all users. It doesn’t want users to get frustrated on a website with difficult navigation. \u003C\u002Fp>\n\n\n\n\u003Cp>As \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fnathan-dale\u002F\">Nathan Dale\u003C\u002Fa>, SEO lead, puts it:\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>\u003Cem>“The ideal site structure is one that empowers the user to move easily through the content they need, and which supports them in completing the goals we as businesses want them to complete.”\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>If your site structure isn’t organised, users will struggle to complete their goals – whether that’s purchasing a product or simply finding out more information about your company’s offering. Search engines recognise this, and as a result they are less likely to serve badly organised sites to users in search results. This fits into a wider movement in the industry that has seen search engines place increasing emphasis on user experience as part of their ranking algorithms.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"types-of-website-structure\">\u003Cstrong>Types of website structure\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Before optimising your site architecture for SEO, first consider what type of structure is best for your website and its aims. There are several types of site structure for you to weigh up here: hierarchical, sequential, matrix, and database.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"hierarchical-structure\">Hierarchical structure\u003C\u002Fh3>\n\n\n\n\u003Cp>Hierarchical structures, sometimes referred to as tree-like structures, are the most popular type in use today. Starting with the homepage, this structure progresses hierarchically from the most general top-level pages to more specific pages as click depth increases and you move further into the site’s architecture.\u003C\u002Fp>\n\n\n\n\u003Cp>Websites that naturally rely on categorisation and subcategorisation such as \u003Ca rel=\"noreferrer noopener\" href=\"#ecommerceseo\">ecommerce websites\u003C\u002Fa> benefit from hierarchical structures. Take, for example, a musical instrument retailer that has high-level product categories (e.g. guitars) flowing into smaller and more specific subcategories (e.g. bass guitars, electric guitars, acoustic guitars).\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"922\" height=\"338\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FScreenshot-2024-09-23-at-12.03.31.png?auto=compress%2Cformat&q=90\" alt=\"An example site structure for a musical instrument retailer website\" class=\"wp-image-30401\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"contentsilos\">Content silos\u003C\u002Fh4>\n\n\n\n\u003Cp>Building on hierarchical principles, content silos are used to organise a website via distinct themes. With this approach, each theme is assigned a dedicated subfolder, and any content that falls under a given theme will sit as a child page in its subfolder, regardless of whether it is an informational or commercial page.\u003C\u002Fp>\n\n\n\n\u003Cp>Imagine a website that sells different types of business software. Two of the site’s main categories are payroll and event management software, each of which has its own top-level subfolder. Within these subfolders, users can find interlinked pages exploring everything they need to know in order to understand and purchase a particular software, from introductory information about how it works right down to pages on pricing and product details.\u003C\u002Fp>\n\n\n\n\u003Cp>Siloed content could include specific FAQs or guide pages that provide more information than commercial content on its own. We’ve seen evidence of this approach not only supporting the user journey, but also improving keyword rankings: our legal client saw valuable rankings for commercial keywords like ‘tax investigation solicitors’ increase from positions 70-80 right up to the top few organic spots, simply by adding informational content to the same folder.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fsean-burton\u002F\">Sean Burton\u003C\u002Fa>, head of SEO, points out that this type of site hierarchy can deliver the best of both worlds for users and search engines:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-white-color has-vivid-cyan-blue-background-color has-text-color has-background has-medium-font-size\">\u003Cstrong>“Silos allow you to produce pyramid-like hierarchical structures, categorising pages neatly and making your topical authority immediately clear to search engines. At the same time, they show users clear connections between related commercial and informational content, making for a quick and smooth journey towards the point of conversion.”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In the strictest definition of the term, a content silo should only contain pages that link to each other – with no links out to content housed within other silo subfolders. As such, a common criticism of the approach is that it creates dead-ends for users and reduces link equity distribution around a site. \u003C\u002Fp>\n\n\n\n\u003Cp>If you adopt content silos as part of your SEO strategy, we recommend that you are more flexible in your approach. As well as thinking about \u003Ca rel=\"noreferrer noopener\" href=\"#internalstructures\">internal links\u003C\u002Fa> \u003Cem>within\u003C\u002Fem> your silos, plot out plenty of cross-links \u003Cem>between\u003C\u002Fem> them to help keep link equity flowing around the site.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"sequential-structure\">Sequential structure\u003C\u002Fh3>\n\n\n\n\u003Cp>A sequential structure follows a simple page-to-page path and can be used on goal-driven sections of sites or microsites that only have a few essential pages. This architecture is powered by a straight A-B-C linking system: having landed on page A and engaged with its content, the user is signposted to page B, which then links to page C and so on.\u003C\u002Fp>\n\n\n\n\u003Cp>Checkout pages on ecommerce sites are an excellent example of a sequential structure in action. Whilst this only applies to a small part of the site, users are taken on a linear journey from a product through to a basket and other pages along the way, finally landing on a ‘Thank you for your order’ page to complete the sequence once they’ve made their purchase.\u003C\u002Fp>\n\n\n\n\u003Cp>Such sequences are often used when there’s a story to tell in a logical order – or, as in the typical checkout process, where you have a clear goal in mind at the end of the journey.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\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\u003Ch3 class=\"wp-block-heading\" id=\"matrix-structure\">Matrix structure\u003C\u002Fh3>\n\n\n\n\u003Cp>Rather than using URL hierarchies, the matrix site architecture (also known as the network or web-linked structure) relies heavily on internal linking to signal relationships between content.\u003C\u002Fp>\n\n\n\n\u003Cp>Wikipedia is the most often-cited instance of a matrix architecture. As well as having a flat URL structure with no subfolder categorisation, every Wikipedia entry is connected to other pages by a series of internal links, allowing the user endless possibilities of where they can navigate to.\u003C\u002Fp>\n\n\n\n\u003Cp>Particularly apt for publishing sites with a narrow focus (such as video game wikis), matrix structures promote user engagement by making interlinked pages easier to find. However, they use a flat URL structure and no \u003Ca rel=\"noreferrer noopener\" href=\"#breadcrumbs\">breadcrumbs\u003C\u002Fa>, so it’s vital to plan carefully – without extensive internal linking in place, neither users nor search engines will be able to navigate and discover your content.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwitcher.fandom.com\u002F\">Witcher Wiki\u003C\u002Fa>, a site dedicated to The Witcher franchise, shows how to overcome the potential challenges associated with the matrix architecture. Here, you can see how the site developers have used an intricate system of citation links to connect related entities, keeping users engaged and distributing link equity effectively:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXfBUyL9qnJ1Yh2VWiMLLXgYdq1-5FZUl69_B9PznCNydlnAoh8AwfA48m2KTlGBb5GYYGa1JPdd3bGlWDuArdEHz1YlZgrdNAEOem6t0rR8Xq4O0qg0aRpUyC_3fkWKOgDykI0RkeHDSGdcem1IK2BwXQM?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"643\" height=\"580\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwitcher.fandom.com\u002F\">\u003Cem>https:\u002F\u002Fwitcher.fandom.com\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem>  \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"database-structure\">Database structure\u003C\u002Fh3>\n\n\n\n\u003Cp>Some sites with a significant focus on user-generated content opt to use a database structure. As the name suggests, this architecture uses a database to shape the organisation of pages based on taxonomies and metadata. Also referred to as a dynamic site structure, this model allows users to access highly specific or personalised content easily based on their interactions or on-site search queries.\u003C\u002Fp>\n\n\n\n\u003Cp>Sites like Pinterest make fantastic use of this model, dynamically generating pages based on a database of information that users are adding to over time. With this architecture, the site can offer incredibly specific landing page experiences on niche topics and current events, made up entirely of user-generated posts. Head over to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pinterest.co.uk\u002Ftoday\u002F\">https:\u002F\u002Fwww.pinterest.co.uk\u002Ftoday\u002F\u003C\u002Fa> to see a range of trending pages that have been created from the database just this morning.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXf8tK4k6fCf9_BZ5eKGdzbv04ssNaR0wMz4m9YCYNptZWz1CY7jMAs4NcmNKEuux_mzIXHdSE5CkzhSd-J1dXH1y4xsVV-_ufHIo46djHLn3YkOEM77i3GBzRjFbvRGRwb0gRuCD9hu7f1w-AmEwomTzEZK?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"643\" height=\"363\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pinterest.co.uk\u002F\">\u003Cem>https:\u002F\u002Fwww.pinterest.co.uk\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Online banking sites are another great example. Users need to access their financial data quickly and securely, and this is achieved via bespoke pages generated from a database that’s kept up to date constantly – all utilising a dynamic site architecture.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"components-of-site-architecture-for-seo\">\u003Cstrong>Components of site architecture for SEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Having explored the different overarching types, it’s time now to turn our attention towards the individual elements that make up a site’s architecture.\u003C\u002Fp>\n\n\n\n\u003Cp>There’s a lot to consider when optimising site structure for SEO. If you’re looking to learn about one component in particular, head straight to it using the links below:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#homepage\">Homepage\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#urloptimisation\">URL optimisation\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#sitemaps\">Sitemaps\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#internalstructures\">Internal linking structures\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#breadcrumbs\">Breadcrumbs\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#menusnavigation\">Menus and navigation\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#internalsite\">Internal site search\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"#subdomains\">Subdomains\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"homepage\">Homepage\u003C\u002Fh3>\n\n\n\n\u003Cp>Your site’s homepage is the foundation on which its architecture is built. As the primary entry point for users and search engine crawlers, it must act as a hub that links out to other important areas of the site. It should also make the ‘why’ behind your website immediately clear.\u003C\u002Fp>\n\n\n\n\u003Cp>The screenshot below shows how we’ve achieved these two aims simultaneously via a module on our homepage:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXc5zoY66LmjCbkYkl3QDh4eTJxaE_3lcegcc1v4xc1ohtWri9Uk1uw-goY7jwvbN2pcONFKSVKbZV87Kx7n8L3_7sqMY9fh2jX1L-6RhQVraZaDFomzLB0wVf0e3juW5a_k2L4t3wrZccV00wuc0Gc4mav2?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"643\" height=\"404\">\u003C\u002Fp>\n\n\n\n\u003Cp>The module first highlights that Impression is an agency offering innovative digital campaigns and a range of digital marketing services. But beyond this, the deep links to service pages are categorised by channel to give an indication of how the site is structured. You can see straight away from the visual hierarchy that our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> page is a top-level subfolder, with subservice pages such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fseo-consultancy\u002F\">SEO consultancy\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">ecommerce SEO\u003C\u002Fa> nested beneath it.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"urloptimisation\">URL optimisation\u003C\u002Fh3>\n\n\n\n\u003Cp>URLs are another core component of site structure for SEO. Search engines like short URLs, but also a sense of order. As a result, there’s no right answer when it comes to URL optimisation — only guidelines.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"short\">Keep URLs short and neat\u003C\u002Fh4>\n\n\n\n\u003Cp>When choosing URL structures, try to keep them quite flat and don’t bury them in unnecessary folders such as \u002Fsite\u002F, \u002Fpages\u002F or \u002Fcategory\u002F. With certain content management system (CMS) providers, these kinds of subdirectories are added to URLs by default, so are unavoidable. But if it’s possible with your setup, then keeping shorter, neater URLs is the best option.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"groupcontent\">Group content by theme\u003C\u002Fh4>\n\n\n\n\u003Cp>If, like most sites, your site architecture is hierarchical, then you’ll also want to group pages by theme or page type using different subfolders. As you can see from the Impression site, our service areas are grouped by clearly named top-level subfolders such as \u002Fseo\u002F and \u002Fpaid-media\u002F. More specific subservice pages then sit within each of these.\u003C\u002Fp>\n\n\n\n\u003Cp>Grouping content logically in this way is easy with lead generation sites, but gets a little more complicated if you sell products online. See our dedicated section on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1ml-hun3HwVePwvo5ferTVky6d45X9F8bmlOKEjnoqes\u002Fedit#heading=h.sgzairgnegtb\">how to structure an ecommerce site for SEO\u003C\u002Fa> for a detailed breakdown.\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\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"keywordtargeting\">Consider keyword targeting\u003C\u002Fh4>\n\n\n\n\u003Cp>When you’re planning your site’s architecture, it’s important to do so with the foundation of up-to-date keyword research. Using tools like Ahrefs or Google Keyword Planner, you can work out what people are searching for in relation to any page you create, whether they’re commercial or informational in nature.\u003C\u002Fp>\n\n\n\n\u003Cp>Several elements of a page should contain the primary keywords that you want it to rank for, including the copy and the metadata, but it can also be helpful to include the main keyword in the URL. If possible, you should also avoid strings of numbers in a key page’s URL, as this waters down the topical signals you’re sending Google. Optimised, keyword-rich URLs are not as powerful ranking signals as they were in the past, but it’s better to include them than not.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"usercentric\">Take a user-centric approach\u003C\u002Fh4>\n\n\n\n\u003Cp>Well-optimised URLs can also make your website easier for humans to navigate. The inclusion of the primary keyword in the URL’s string is one important element, helping to communicate the key topic of the page, but a logical folder structure, as described above, is also helpful.\u003C\u002Fp>\n\n\n\n\u003Cp>If your folder structure is descriptive (e.g. \u002Fcoats\u002Fparkas\u002F rather than \u002Fcategory\u002Fparkas\u002F), it helps users see which area of the website they’re in and what else there is to explore. In the example given there, the fact that ‘coats’ is present in the URL structure may encourage a user to explore more of your products than if they only focused on parkas.\u003C\u002Fp>\n\n\n\n\u003Cp>As with the SEO benefits, the UX benefits of URL optimisation are sometimes over-emphasised, but when you’re designing your site architecture from scratch it makes sense to get all the small details right first time.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"sitemaps\">Sitemaps\u003C\u002Fh3>\n\n\n\n\u003Cp>URL optimisation goes hand in hand with sitemap planning. As you think about how to group pages on your site, it helps to visualise these groups fitting together to form an overall site structure – and a tree diagram is often used for this purpose.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s a visual sitemap showing how a small cross-section of the Impression site fits together:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXdodsL6qFiC_pzuRF9dWMAQsdJx38b-K9pUK6xRXj1qDDzD_8gMKiTls6sim5nc9RB3APPmuI7fXe5p5elSatnlBR-Qfz4TO_0Oe8TKs_qxNlY8Ok0fFhFRh8_ieOEPN0xY3Fz2BVIKZq61DuMdbMwTOh8_?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"643\" height=\"308\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>A visual sitemap showing the structure of Impression’s Digital Experience section\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Visualising the hierarchy of your main subfolders in this way gives you a quick snapshot of your site’s architecture. To share your structure with search engines and help them understand how your content fits together, you can produce and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-submit-sitemap\u002F\">submit XML sitemap(s)\u003C\u002Fa>. Search engines will then crawl your XML sitemap(s) routinely to find new pages and get the lay of the land.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fchris-rogers\u002F\">Chris Rogers\u003C\u002Fa>, senior technical SEO specialist, offers this insight:\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>\u003Cem>“Outside of crawling a website naturally, search engines utilise XML sitemaps to cross-reference and crawl any pages they have missed. Include all your indexable pages to ensure they can be found and indexed.”\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"internalstructures\">Internal linking structures\u003C\u002Fh3>\n\n\n\n\u003Cp>Like sitemaps, internal links communicate site structure to search engines. We’ve already explored how these links:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Help users to find their way around a site\u003C\u002Fli>\n\n\n\n\u003Cli>Enable search engine crawlers to discover and index pages\u003C\u002Fli>\n\n\n\n\u003Cli>Distribute link equity between pages to help them rank\u003C\u002Fli>\n\n\n\n\u003Cli>Highlight the relationships between different pages, strengthening the connections created by a logical folder structure.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>But how can you go about improving your site’s linking structures? To help evaluate the effectiveness of internal links between pages on a site, we can think about the concept of \u003Cem>Internal PageRank\u003C\u002Fem>. This metric is based on PageRank, the well-known core part of Google’s algorithm discussed earlier in this article, which scores pages based on the number and quality of inbound links from other sites. \u003C\u002Fp>\n\n\n\n\u003Cp>Internal PageRank does a similar thing, but instead scores pages by the number and type of inlinks from other pages within the same site. Its aim is to provide a metric for showing how important Google might consider different pages to be relative to the other pages on your site, based on the internal links between them.\u003C\u002Fp>\n\n\n\n\u003Cp>There are plenty of tools out there that can help you to approximate Internal PageRank (see Screaming Frog’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fseo-spider\u002Ftutorials\u002Flink-score\u002F\">Link Score metric\u003C\u002Fa>, for example). You can then use this data to inform the creation of new internal links from URLs with high Internal PageRank towards other important pages that have lower Internal PageRank. By adjusting your internal linking structures in this way, you’ll increase the crawlability of pages, distribute more link equity towards them, and funnel users towards key conversion points.\u003C\u002Fp>\n\n\n\n\u003Cp>As part of our SEO retainers, we carry out data-driven internal linking reviews on a regular basis to ensure we’re making incremental improvements to your site’s architecture over time. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to learn how we can help your business.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\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\u003Ch3 class=\"wp-block-heading\" id=\"breadcrumbs\">Breadcrumbs\u003C\u002Fh3>\n\n\n\n\u003Cp>We’ve seen that optimised URL structures, sitemaps, and internal links all have a part to play in establishing a strong site structure for SEO. With all of the above in place, you can reinforce the impact of the work you’ve done so far by adding breadcrumbs.\u003C\u002Fp>\n\n\n\n\u003Cp>Breadcrumbs are internal links that help users to identify where they currently are on a site. They highlight where a child page sits in the overall subfolder structure, and allow users to navigate back to parent pages easily. Because of this, Google recommends that you implement breadcrumbs as standard.\u003C\u002Fp>\n\n\n\n\u003Cp>Take the example of the breadcrumbs found on our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002Fremarketing\u002F\">remarketing agency\u003C\u002Fa> page:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXdY0iwixU7OIUis9Or8KqBa57WiHA9J6g1TQ-FR2TPm3zW5hGJ_74tc0mcOEisKqKqLDEM1c-HTmbZJWfB2HXMP11BMI4yU7iiWOm7u2T9l1gKoO3_1ftkXw6IvUZNDGAtIUInxku92d7tVDWlDqi7RYa0?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"643\" height=\"129\">\u003C\u002Fp>\n\n\n\n\u003Cp>Even though a user may have landed directly on the remarketing page from a search engine, they can immediately see where they are in the site architecture using these breadcrumbs. They might also choose to click back to the top-level \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media agency\u003C\u002Fa> parent page and check out the other options available for running ads online.\u003C\u002Fp>\n\n\n\n\u003Cp>With most CMS platforms adding breadcrumbs is simple. And if you’re on WordPress, consider using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyoast.com\u002Ffeatures\u002Fbreadcrumbs\u002F\">Yoast’s breadcrumbs functionality\u003C\u002Fa>. This covers the important elements for you by default:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>It ensures that navigation breadcrumbs and URL patterns match up, so users can easily understand your site’s structure.\u003C\u002Fli>\n\n\n\n\u003Cli>The plugin also adds Breadcrumb schema to highlight your subfolder hierarchy to search engines.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"menusnavigation\">Menus and navigation\u003C\u002Fh3>\n\n\n\n\u003Cp>Site-wide menus, such as your navigation menu and footer, are another key avenue to explore when it comes to creating better internal links as part of your site architecture.\u003C\u002Fp>\n\n\n\n\u003Cp>There are several considerations to take into account here:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Adding key pages to menus distributes link equity towards them, helping to improve their rankings in organic search.\u003C\u002Fli>\n\n\n\n\u003Cli>As these menus are present across your entire site, including important pages in them guarantees that search engine crawlers can find them, whichever URL they start out from.\u003C\u002Fli>\n\n\n\n\u003Cli>By the same logic, pages in site-wide menus are also immediately more visible to visitors, encouraging users to click through to them from other areas.\u003C\u002Fli>\n\n\n\n\u003Cli>Google likes to use pages that are included in your main navigation as sitelinks in the search results for branded queries.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The upshot here is fairly straightforward – if you’re looking to promote pages to users and search engines, consider including them in your main navigation and footer.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"internalsite\">Internal site search\u003C\u002Fh3>\n\n\n\n\u003Cp>Increasingly, we’re seeing that users are relying on internal site search to help them navigate sites, particularly in the case of larger websites with complex architectures. Implementing an effective internal search functionality on your site can provide several key benefits:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Users can find what they’re looking for faster, making it easier for them to convert\u003C\u002Fli>\n\n\n\n\u003Cli>Data on what users are searching for can be tracked in Google Analytics (this can then be used to make user experience improvements and source ideas for new landing pages).\u003C\u002Fli>\n\n\n\n\u003Cli>You can become eligible for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fstructured-data\u002Fsitelinks-searchbox\">Sitelinks Search Box\u003C\u002Fa> – so users can navigate to relevant pages, straight from Google Search results.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXcpLvXJqIjWxPTm_4pp5u1sgoUOxMK0GE8Z2GnywW1y8UonBZNtyhmqGe21028JBA9Qupcf-L54spHgMxGOdmELAr9FLbMhC9JzXV6sFhpYjy9t4tpDh2r1ZVEZyQLmDBi6fLG88WzaxplP5gsAwc53BQGq?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"643\" height=\"361\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Impression’s internal site search functionality\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"subdomains\">Subdomains\u003C\u002Fh3>\n\n\n\n\u003Cp>Some sites make use of subdomains as part of their architecture, often as a way of partitioning off certain types of content away from the main domain. HubSpot’s blog – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.hubspot.com\u002F\">blog.hubspot.com\u003C\u002Fa> – is a classic example of this, where the blog subdomain is used to separate guides and other informational content from the commercial content found on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hubspot.com\u002F\">hubspot.com\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>When structuring a site for SEO, it is best to avoid hosting important content on a subdomain, as this can dilute your site’s topical authority and ability to rank. Search engines view content hosted on a subdomain as one step removed from content hosted on the main domain. If you position some of your top-ranking content on a subdomain, the topical authority benefits that would come from this content are diminished.\u003C\u002Fp>\n\n\n\n\u003Cp>In \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Ftensar\u002F\">our work for Tensar\u003C\u002Fa>, a global leader in the geosynthetics industry, we saw excellent results from migrating blog content away from a subdomain and instead hosting it in a subfolder on the main domain. Not only did the preexisting blog rankings carry over following the migration, but commercial rankings across the site also saw a benefit from the move:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh7-qw.googleusercontent.com\u002Fdocsz\u002FAD_4nXcSUcjfVeH4H-DKOhZWvamMm_wIGJhS4BgGl0JdMiuRe3rSBBxq_a-tqAwLxTiJHBjOquOFeEFeOStAhU4t6XYNWsFrm6tgBF8X9ceNd79XBWqVGnP0W8s9uQnAPecU5tEiKxUTAyzBukeW47F7NIZ2xZQQ?key=R6wZiXv30NIhSW_ErCA9Pg\" width=\"643\" height=\"301\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>SISTRIX Visibility Index graph of tensar.co.uk – the ‘A’ marks the point where the subdomain migration was completed.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>The sudden rise in organic visibility can be explained by the fact that all of the site’s topical authority became concentrated on the main domain after the migration. Search engines could then see the connection between the informational and commercial content more clearly. And because Tensar’s guides rank highly for product-adjacent terms like ‘geosynthetics’, its commercial pages are now able to achieve higher rankings than they did before by association.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ecommerceseo\">\u003Cstrong>How to structure an ecommerce site for SEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Structuring an ecommerce site for SEO can be significantly more complicated than some of the cases we’ve looked at so far. \u003C\u002Fp>\n\n\n\n\u003Cp>The key components remain the same as with any site architecture. But with ecommerce sites, there are often thousands of product pages – if not millions. There’s also a need to group content extensively into categories, subcategories, sub-subcategories, and so on. As such, we need to think carefully about URLs and internal linking structures for ecommerce sites.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"producturl\">Product URL structures for ecommerce sites\u003C\u002Fh3>\n\n\n\n\u003Cp>Consider the case of a vast ecommerce site with extensive categorisation:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"912\" height=\"555\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FScreenshot-2024-09-23-at-12.03.39.png?auto=compress%2Cformat&q=90\" alt=\"Site structure for a vast ecommerce site with extensive categorisation\" class=\"wp-image-30402\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>An example sitemap highlighting a complex ecommerce site architecture with categories, subcategories, and sub-subcategories.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>If we were to adopt a fully hierarchical URL structure for this site, the URLs for the important pages — the products — would be buried under at least three directories, increasing click depth. Product URLs would also become long and messy very quickly. And there are yet more complications to consider. What about instances where the same product needs to appear in multiple categories: which category subfolder should the URL be hosted in?\u003C\u002Fp>\n\n\n\n\u003Cp>To get around these challenges, many ecommerce sites instead choose to adopt a flat URL structure for products (e.g. \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fexample-site.com\u002Fproduct-name\">example-site.com\u002Fproduct-name\u003C\u002Fa>). You can then link to these short, neat product URLs from a range of different categories and subcategories. What’s more, the product pages can still have breadcrumbs to show which main category the product belongs to. This makes it easy for users to navigate straight back to a parent category to compare prices or look at alternatives if an item is out of stock.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\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\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ecommercesites\">Internal linking for ecommerce sites\u003C\u002Fh3>\n\n\n\n\u003Cp>To distribute link equity around a large-scale ecommerce site effectively and create smooth user journeys, you need strong internal linking between its categories, subcategories, and product pages. \u003C\u002Fp>\n\n\n\n\u003Cp>Breadcrumbs and other naturally occurring links between levels in the hierarchy go a long way towards achieving this. But beyond this basic structure, there are a range of linking tactics that can bolster your site’s architecture and help users find the products they need:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Related product or ‘people also bought’ modules, which link product pages together.\u003C\u002Fli>\n\n\n\n\u003Cli>Secondary navigation menus to highlight sales, bestsellers, and seasonal events (often positioned beneath the main navigation).\u003C\u002Fli>\n\n\n\n\u003Cli>Contextual links in category and product page descriptions.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Promotional links (often referred to as \u003Cem>promo tiles\u003C\u002Fem>) positioned around the site.\u003C\u002Fli>\n\n\n\n\u003Cli>Related search modules with links to category pages, positioned at the top of on-site search results pages.\u003C\u002Fli>\n\n\n\n\u003Cli>Faceted navigation links to static category landing pages.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"internationalconsiderations\">\u003Cstrong>International SEO site structure considerations\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When structuring an international site for SEO, there are a whole host of options to consider. Fundamentally, global brands need to decide between the following architectures:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Subdirectories on a global .com site (e.g. \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Fgb\u002F\">www.businessname.com\u002Fgb\u002F\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.com\u002Ffr\u002F\">www.businessname.com\u002Ffr\u002F\u003C\u002Fa>).\u003C\u002Fli>\n\n\n\n\u003Cli>Country-code top-level domains (ccTLDs) such as \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.co.uk\">www.businessname.co.uk\u003C\u002Fa> and  \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.businessname.fr\">www.businessname.fr\u003C\u002Fa>. \u003C\u002Fli>\n\n\n\n\u003Cli>International subdomains like \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.uk.businessname.com\">www.uk.businessname.com\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.fr.businessname.com\">www.fr.businessname.com\u003C\u002Fa>. \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Going into more detail here is way beyond the scope of this article. Want to discover more about these different types of site structure and their implications? Check out our guide on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-choose-a-website-setup-for-international-seo\u002F\">international SEO URL structures\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"structureissues\">\u003Cstrong>Identifying site structure issues\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As we’ve seen, regular internal linking reviews are critical to identifying structural issues that could limit your site’s SEO potential. By following the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1ml-hun3HwVePwvo5ferTVky6d45X9F8bmlOKEjnoqes\u002Fedit#heading=h.a9if2g3205l6\">Internal PageRank method\u003C\u002Fa> discussed above, you can narrow down a site-wide review to focus just on pages that have low Internal PageRank. If any of these pages have target keywords with worthwhile search volumes, but poor ranking positions, you can then consider different approaches for building internal links towards them. Possible options include new navigation menu links, modules, or contextual links in copy.\u003C\u002Fp>\n\n\n\n\u003Cp>But this only considers one half of the site architecture equation. What about URL-based issues? The key here is to identify which type of architecture your site uses (the section above can help you with this) and then question whether it is fit for purpose. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, you may currently be using a flat, matrix-style URL structure. If you run a wiki site with a complex web of interrelated informational pages that can’t be categorised clearly, then this structure is appropriate (provided that you reinforce it with extensive internal links). For a lead generation or ecommerce site, a hierarchical structure would be a more suitable starting point to allow for categorisation.\u003C\u002Fp>\n\n\n\n\u003Cp>Having identified whether your overall architecture type aligns with the purpose of your site, you can move on to think about issues that affect only certain sections or individual URLs. In ecommerce, product pages are the most common area where URLs may not fit exactly with the URL optimisation best practices we discussed early. \u003C\u002Fp>\n\n\n\n\u003Cp>Consider this product URL from the B&Q website:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.diy.com\u002Fdepartments\u002Fbelgravia-d-cor-oliana-panel-grey-smooth-wallpaper\u002F5018323084923_BQ.prd\">diy.com\u002Fdepartments\u002Fbelgravia-d-cor-oliana-panel-grey-smooth-wallpaper\u002F5018323084923_BQ.prd\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Here, a wallpaper product page has its European Article Number (EAN) appended to the URL, which may at first look messy from a user experience perspective. However, it’s possible that this URL format is determined by a default setting in the CMS that can’t be changed. We might also consider the possibility that users are actually searching for this EAN in Google, in which case including it in the URL could be beneficial from an SEO and UX perspective.\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\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"architecturechanges\">Making site architecture changes\u003C\u002Fh3>\n\n\n\n\u003Cp>The B&Q example above shows the importance of challenging URL optimisation best practices – and taking a nuanced approach to site architecture changes more generally. You should always weigh up the pros and cons when contemplating changes, particularly in cases where they are just designed to neaten up URLs. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F\">Petar Jovetic\u003C\u002Fa>, organic director, offers this advice on deciding whether to change your site architecture and how to approach the migration process:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“It’s worth mentioning as a caveat the implications that changing an existing site’s URL structure can have on your rankings. While a different architecture may be better in the long run, you’re likely to see decreases in rankings, traffic, and revenue for a few months after implementing major changes.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“Ideally, you should roll out a new site architecture in a phased approach to isolate any particular issues that need fixing before moving to the next stage. If you can, you should start out with lower risk areas of your site before changing the higher performance pages, allowing those crucial transitions to be as seamless as possible.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>If you are considering changing your site’s structure – for SEO purposes or otherwise – it’s well worth \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">getting a free consultation\u003C\u002Fa> from our team of experts before making your decision. We’ll analyse the current architecture of your site, advise on whether a different approach would work better, and then guide you through the process of migrating URLs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"seobyimpression\">\u003Cstrong>SEO by Impression\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve taken an in-depth look at a range of important considerations when it comes to site structure for SEO, from the different types of architecture to structuring ecommerce and international websites. \u003C\u002Fp>\n\n\n\n\u003Cp>Have a question about how this might apply to your site? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Speak to our team today\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":118,"protected":210},30403,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":543,"_yoast_wpseo_metadesc":544,"inline_featured_image":210,"footnotes":5},"Site Architecture for SEO: The Definitive Site Structure Guide","Site architecture influences SEO by ensuring the relationships between pages can be understood by search engines and users. Learn how this works 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SEO","\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",[691,692,693,694,696,697,698,699,700,701,702,703,705,707,709,711,713,714,716,717,718],{"property":305,"content":543},{"property":307,"content":544},{"name":309,"content":310},{"property":198,"content":695},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-architecture-seo\u002F",{"name":314,"content":315},{"property":317,"content":318},{"property":320,"content":543},{"property":322,"content":544},{"property":324,"content":695},{"property":326,"content":327},{"property":329,"content":330},{"property":332,"content":704},"2024-09-23T11:09:32+00:00",{"property":335,"content":706},"2024-09-25T15:09:17+00:00",{"property":338,"content":708},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FtTHgw1oV-Screenshot-2024-09-23-at-12.03.39.png?auto=compress%2Cformat&q=90",{"property":341,"content":710},912,{"property":344,"content":712},555,{"property":347,"content":50},{"property":178,"content":715},"Jonathan Theuring, Aaron Dicks",{"property":351,"content":352},{"property":354,"content":355},{"property":357,"content":358},{"@context":360,"@graph":720},[721,731,737,738,744,748,766],{"@type":293,"@id":722,"isPartOf":723,"author":724,"headline":117,"datePublished":704,"dateModified":706,"mainEntityOfPage":725,"wordCount":726,"publisher":727,"image":728,"thumbnailUrl":708,"articleSection":730,"inLanguage":374},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-architecture-seo\u002F#article",{"@id":695},{"name":4,"@id":366},{"@id":695},5748,{"@id":370},{"@id":729},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-architecture-seo\u002F#primaryimage",[130,688],{"@type":376,"@id":695,"url":695,"name":543,"isPartOf":732,"primaryImageOfPage":733,"image":734,"thumbnailUrl":708,"datePublished":704,"dateModified":706,"description":544,"breadcrumb":735,"inLanguage":383},{"@id":378},{"@id":729},{"@id":729},{"@id":736},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fwebsite-architecture-seo\u002F#breadcrumb",{"@type":385,"inLanguage":374,"@id":729,"url":708,"contentUrl":708,"width":710,"height":712},{"@type":387,"@id":736,"itemListElement":739},[740,741,742,743],{"@type":390,"position":222,"name":184,"item":391},{"@type":390,"position":393,"name":243,"item":394},{"@type":390,"position":396,"name":130,"item":397},{"@type":390,"position":158,"name":117},{"@type":400,"@id":378,"url":391,"name":327,"description":5,"publisher":745,"inLanguage":374,"potentialAction":746},{"@id":402},{"@type":404,"target":747,"query-input":408},{"@type":406,"urlTemplate":407},{"@type":410,"@id":402,"name":327,"url":391,"logo":749,"image":416,"sameAs":750,"@context":421,"email":422,"foundingDate":423,"legalName":424,"vatID":425,"description":426,"telephone":427,"address":751,"location":752,"areaServed":762},{"@type":385,"inLanguage":374,"@id":412,"url":413,"contentUrl":413,"width":414,"height":415,"caption":327},[418,419,420],{"@type":429,"streetAddress":430,"addressLocality":431,"addressRegion":432,"postalCode":433,"addressCountry":434},[753,756,759],{"@type":437,"name":438,"geo":754,"address":755,"photo":416,"telephone":444},{"@type":440,"latitude":441,"longitude":442},{"@type":429,"streetAddress":430,"addressLocality":431,"addressRegion":432,"postalCode":433,"addressCountry":434},{"@type":437,"name":446,"geo":757,"address":758,"photo":455,"telephone":456},{"@type":440,"latitude":448,"longitude":449},{"@type":429,"streetAddress":451,"addressLocality":452,"addressRegion":453,"postalCode":454,"addressCountry":434},{"@type":437,"name":458,"geo":760,"address":761},{"@type":440,"latitude":460,"longitude":461},{"@type":429,"streetAddress":463,"addressLocality":464,"addressRegion":465,"postalCode":466,"addressCountry":467},[763,764,765],{"@type":470,"name":471},{"@type":470,"name":473},{"@type":470,"name":467},{"@type":476,"@id":477,"name":4,"image":767,"description":6,"sameAs":768,"url":199},{"@type":385,"inLanguage":374,"@id":479,"url":8,"contentUrl":8,"caption":4},[195,481],{"self":770,"collection":775,"about":777,"author":779,"replies":781,"version-history":784,"predecessor-version":788,"wp:featuredmedia":792,"wp:attachment":795,"wp:term":798,"curies":805},[771],{"href":772,"targetHints":773},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29901",{"allow":774},[488,489,490,491,492],[776],{"href":495},[778],{"href":498},[780],{"embeddable":98,"href":501},[782],{"embeddable":98,"href":783},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=29901",[785],{"count":786,"href":787},20,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29901\u002Frevisions",[789],{"id":790,"href":791},30404,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29901\u002Frevisions\u002F30404",[793],{"embeddable":98,"href":794},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F30403",[796],{"href":797},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=29901",[799,801,803],{"taxonomy":520,"embeddable":98,"href":800},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=29901",{"taxonomy":523,"embeddable":98,"href":802},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=29901",{"taxonomy":178,"embeddable":98,"href":804},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=29901",[806],{"name":529,"href":530,"templated":98},{"id":808,"date":809,"date_gmt":809,"guid":810,"modified":135,"modified_gmt":135,"slug":812,"status":19,"type":103,"link":134,"title":813,"content":814,"excerpt":816,"author":212,"featured_media":817,"comment_status":20,"ping_status":20,"sticky":210,"template":5,"format":214,"meta":818,"categories":820,"collections":822,"coauthors":823,"class_list":824,"acf":827,"head_links":828,"breadcrumbs":829,"url_path":134,"search_description":834,"featured_image_urls":835,"authors":867,"type_nicename":293,"reading_minutes":136,"category":877,"yoast_title":819,"yoast_meta":880,"yoast_json_ld":909,"_links":962},30318,"2024-09-11T11:05:28",{"rendered":811},"\u002F?p=30318","august-2024-google-algorithm-and-search-industry-updates",{"rendered":132},{"rendered":815,"protected":210},"\n\u003Cp>This month we bring you some exciting developments and updates from the world of search including the release of an eagerly awaited Core Update from Google. \u003C\u002Fp>\n\n\n\n\u003Cp>First and foremost, Google rolled out the August 2024 core \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkey-google-algorithm-changes\u002F\">algorithm update\u003C\u002Fa> which is the second one this year. This follows months of feedback from creators since the previous updates, with Google stating that they have considered this feedback for this release. \u003C\u002Fp>\n\n\n\n\u003Cp>Concerning the core update, Google has also revised a couple of pieces of documentation including their advice for recovery following a core update and a blog which covers new recommendations which will be a new feature in Google Search Console. \u003C\u002Fp>\n\n\n\n\u003Cp>In other news, the ongoing antitrust trial is heating up with new allegations and implications against Google. Despite beginning in September last year, another federal trial is set to take place this month, which will focus primarily on Google’s role and dominance in digital advertising.  \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-releases-and-completes-its-august-core-update\">Google releases and completes its August Core Update\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-has-been-the-impact-of-the-update\">What has been the impact of the update?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-updates-its-core-update-documentation\">Google updates its core update documentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-core-updates-work\">How core updates work\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-investigate-a-ranking-drop\">How to investigate a ranking drop\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#things-to-keep-in-mind-when-making-changes\">Things to keep in mind when making changes\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#length-of-time-to-see-the-impact-of-changes\">Length of time to see the impact of changes\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-anti-rust-trial-unraveling-allegations-and-implications\">Google anti-rust trial: Unraveling allegations and implications\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-does-this-impact-seo\">How does this impact SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#yelp-sues-google-over-local-search-dominance\">Yelp sues Google over local search dominance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-is-introducing-recommendations-to-google-search-console\">Google is introducing recommendations to Google Search Console\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#does-google-search-console-only-show-35-of-your-data\">Does Google Search Console only show 35% of your data?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#state-of-seo-report-top-insights-for-2025-success\">State of SEO report: Top insights for 2025 success\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#top-challenges\">Top challenges\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#algorithm-changes\">Algorithm changes\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#budget-constraints\">Budget constraints\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-could-seo-change\">How could SEO change?\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\" id=\"google-releases-and-completes-its-august-core-update\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-august-2024-core-update-rollout-is-now-complete-446225\">Google releases and completes its August Core Update\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fw5HeD56D-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28040\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>On 15th August Google \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatus.search.google.com\u002Fincidents\u002FgVx6b2o78zke7GrMidGy\">launched their core update\u003C\u002Fa> to Google Search. In a short blog article, they announced that the update is designed to improve the quality of search results but provide users with genuinely useful content, over content that was purely designed to do well in search. \u003C\u002Fp>\n\n\n\n\u003Cp>They also add that this update has taken onboard feedback from creators over the last few months following the previous \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkey-google-algorithm-changes\u002F\">algorithm update\u003C\u002Fa> in March, stating that they aim to improve the way they identify and reward sites that have taken the correct steps for improvement. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-has-been-the-impact-of-the-update\">What has been the impact of the update?\u003C\u002Fh3>\n\n\n\n\u003Cp>Initial reports suggest that some websites that were negatively impacted by the previous core update have begun to see improvements in traffic and search rankings. While there was significant SERP volatility in the US during and after the update, it was less pronounced in the UK and throughout Europe. \u003C\u002Fp>\n\n\n\n\u003Cp>At the beginning of the update, a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-ranking-glitch-live-updates\u002F524620\u002F\">Google ranking bug\u003C\u002Fa> affected numerous search results. While this did affect rankings, it was unrelated to the update and the issue was fixed several days later.   \u003C\u002Fp>\n\n\n\n\u003Cp>Glenn Gabe, an SEO consultant at G-Squared Interactive, was also tracking visibility figures for over 390 websites and has noted that 18% of them have seen improvements during the rollout of the update.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1178\" height=\"404\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fglenn-gabe-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30334\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1074\" height=\"459\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fglenn-gabe-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30336\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1335\" height=\"344\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fglenn-gabe-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30331\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Screenshots taken from \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Fglenngabe\u002Fstatus\u002F1827687187170611690?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1827687187170611690%7Ctwgr%5Ec7aef3047d4fb320c92561427a4c373aacd05be5%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fsurferseo.com%2Fblog%2Fgoogle-august-2024-core-update%2F\">\u003Cem>Glenn Gab, X\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In another article published by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-august-2024-core-update-impact-poll-results-37989.html\">SEO Roundtable\u003C\u002Fa>, poll results suggest that the impacts from the August core update were evenly distributed between ranking\u002Ftraffic seeing improvement and no change. When the data across each platform was combined, it appeared that most users saw a decline in ranking\u002Ftraffic during the update. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"954\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fseo-roundtable-august-2024.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30332\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image taken from \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-august-2024-core-update-impact-poll-results-37989.html\">\u003Cem>SEO Roundtable\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The impact of the core update on Google’s AI Overviews\u003C\u002Fp>\n\n\n\n\u003Cp>With Google releasing their AI Overviews in the US back in May and since rolling them out worldwide, many people have had questions surrounding what impact the core updates will have on them. It has since been \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Ffeed\u002Fupdate\u002Furn:li:activity:7232741933431828484\">confirmed by John Mueller\u003C\u002Fa> that core updates do affect them. Whilst it isn’t clear exactly how we can assume that it likely affects changes in the sources and how information is presented within the AI summaries. This presents many new questions for those in the SEO community and highlights the importance of adapting your content strategy to accommodate these new features.\u003C\u002Fp>\n\n\n\n\u003Cp>If your website has experienced a drop in rankings, visibility or overall performance following an algorithm update, we can help. With our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Falgorithm-recovery\u002F\">algorithm recovery\u003C\u002Fa> services, we can work with you to help you understand why your site was affected and formulate a strategy to help you recover.\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\" id=\"google-updates-its-core-update-documentation\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fupdates\u002Fcore-updates\">Google updates its core update documentation\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In addition to the release of the core update, Google has also updated its core update documentation. The latest version brings in 5 key changes which we will take a closer look at below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"806\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Faleyda-solis-linkedin.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30335\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image taken from \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Ffeed\u002Fupdate\u002Furn:li:activity:7229884156799774721\u002F\">\u003Cem>Aleyda Solis, LinkedIn\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-core-updates-work\">How core updates work\u003C\u002Fh3>\n\n\n\n\u003Cp>The first section which provides information about the inner workings of core updates has been reworded entirely. It still states general advice including that their mission is to “present helpful and reliable results for searchers” through their core updates and that the core updates are “broad in nature and don’t target specific sites or individual web pages”. \u003C\u002Fp>\n\n\n\n\u003Cp>In addition to this, they have also added a new paragraph which provides further context to the intention of core updates: \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“One way to think about a core update is to imagine that a friend asked you for your top food recommendations. While you do have a list of your 20 favorite restaurants, things have changed since you initially wrote it in 2019… The list will change, and restaurants that move down aren’t necessarily “bad”; there are just other restaurants that make your top 20.” \u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-investigate-a-ranking-drop\">How to investigate a ranking drop\u003C\u002Fh3>\n\n\n\n\u003Cp>The second section goes on to provide advice if users suspect that they have experienced a ranking drop due to a core update. Firstly, they recommend confirming that the core update has finished rolling out by checking the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatus.search.google.com\u002F\">Search Status Dashboard\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>They then recommend waiting at least a full week after a core update before analysing your website using Search Console. Once this time has passed, they then suggest comparing that week with the week before the core update began rolling out. \u003C\u002Fp>\n\n\n\n\u003Cp>In this analysis, they suggest reviewing any top pages and queries to assess for small drops (from position 2 to 4) and large drops (from position 4 to 29). If small drops are experienced, then they state that no drastic action is needed and you should avoid making changes to this content. For large drops, however, they recommend doing a deeper analysis and looking into different searches to determine where the drop happened. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"things-to-keep-in-mind-when-making-changes\">Things to keep in mind when making changes\u003C\u002Fh3>\n\n\n\n\u003Cp>In another new section, they explicitly highlight the things that users should keep in mind when making changes across their websites. This includes avoiding making “quick fix” changes and instead focusing on how your content can be improved in meaningful ways that aid the user. \u003C\u002Fp>\n\n\n\n\u003Cp>Deleting content is highly discouraged and only recommended if it is a last resort. Instead, users should look to salvage the content unless it’s unhelpful and has only been created with search engines in mind. If this is the case, they suggest that deleting unhelpful content can help the good content on your website perform better. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"length-of-time-to-see-the-impact-of-changes\">Length of time to see the impact of changes\u003C\u002Fh3>\n\n\n\n\u003Cp>Finally, they end the document by addressing how long users can expect to wait until they see results from making improvements. This advice is quite ambiguous, as they suggest that changes can take effect within a few days to several months. This is due to their systems working to determine how the site as a whole is contributing to providing helpful, reliable, people-first content. For users who haven’t seen any effect, they advise waiting until the next core update.\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\" id=\"google-anti-rust-trial-unraveling-allegations-and-implications\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fneilpatel.com\u002Fblog\u002Fgoogle-antitrust-trial\u002F\">Google anti-rust trial: Unraveling allegations and implications\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In early August, a federal judge ruled that Google has been using its dominance to create a monopoly, suppress competition, and stifle innovation. This decision follows the start of an antitrust trial a year ago and could significantly reshape how we approach search and online advertising.\u003C\u002Fp>\n\n\n\n\u003Cp>The judge found that Google abused its market power by striking exclusive deals with device manufacturers and browsers to make Google the default search engine. In 2021 alone, Google spent $26 billion on these agreements. The judge pointed to Microsoft’s Edge browser, where Bing controls 80% of the search traffic, as proof that other search engines can succeed when Google isn’t the default.\u003C\u002Fp>\n\n\n\n\u003Cp>These exclusive deals make it difficult for smaller search engines to grow, and they reduce innovation, allowing Google to avoid further investment in improving its search engine.\u003C\u002Fp>\n\n\n\n\u003Cp>A new legal phase will begin on September 6th to determine what changes or penalties should be implemented to undo the damage and restore competition in the market.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-does-this-impact-seo\">How does this impact SEO?\u003C\u002Fh3>\n\n\n\n\u003Cp>If Google is required to change its algorithms as a result of this ruling, it could affect SEO strategies. Businesses might need to focus even more on high-quality, authoritative content and factors like E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to stay competitive.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"yelp-sues-google-over-local-search-dominance\">Yelp sues Google over local search dominance\u003C\u002Fh3>\n\n\n\n\u003Cp>Shortly after a judge ruled that Google had illegally maintained its monopoly in search, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fyelp-sues-google-over-local-search-dominance\u002F525687\u002F\">Yelp filed an antitrust lawsuit\u003C\u002Fa> against the tech giant, challenging its dominance in local search. In the lawsuit, Yelp alleges that Google has unlawfully exploited its monopoly to control local search and advertising, harming both competition and consumer choice.\u003C\u002Fp>\n\n\n\n\u003Cp>Yelp accuses Google of engaging in anti-competitive behaviour by prioritising its own ‘inferior’ local search results and products over those of its competitors. They claim this diverts traffic and revenue from sites like Yelp, driving up their costs and making it more difficult for them to grow, while also restricting consumer options.\u003C\u002Fp>\n\n\n\n\u003Cp>Yelp argues that Google’s local listings are ‘inferior’ because they are, on average, “shorter, more prone to error, less subject to quality control, and less useful to consumers” when compared with rival services.\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\" id=\"google-is-introducing-recommendations-to-google-search-console\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fclick.convertkit-mail2.com\u002F5quwx4n0zeh7hv69mnmt6h94xo444tn\u002Fvqh3hrhpr8p6ovtw\u002FaHR0cHM6Ly9kZXZlbG9wZXJzLmdvb2dsZS5jb20vc2VhcmNoL2Jsb2cvMjAyNC8wOC9zZWFyY2gtY29uc29sZS1yZWNvbW1lbmRhdGlvbnM=\">Google is introducing recommendations to Google Search Console\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In August, Google introduced Search Console recommendations, allowing website owners to easily access suggested actions to improve their visibility on the search engine.\u003C\u002Fp>\n\n\n\n\u003Cp>These recommendations are based on data available in Google Search Console, such as indexing and crawling issues. The aim of this new feature is to make Search Console more user-friendly by offering direct, regularly updated suggestions.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1250\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fgoogle-search-console-recommendations.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30333\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2024\u002F08\u002Fsearch-console-recommendations?utm_source=convertkit&utm_medium=email&utm_campaign=%E2%9A%96%EF%B8%8F%20Core%20Updates%3A%20%20Google%20declared%20an%20illegal%20monopoly%20and%20new%20GSC%20recommendations%20%5B12%20August%5D%20-%2014685752\">\u003Cem>Source: Google Search Central Blog\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>To access these recommendations, simply go to the Overview page. If you can’t see this feature yet, don’t worry—Google is rolling it out gradually, so it may not be available for your site just yet.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"does-google-search-console-only-show-35-of-your-data\">Does Google Search Console only show 35% of your data?\u003C\u002Fh3>\n\n\n\n\u003Cp>When the recommendations feature began rolling out on Google Search Console, some website owners noticed a suggestion to ‘bulk export your data’ due to Search Console displaying only 35% of their performance data.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1774\" height=\"986\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fgoogle-search-console-recommendations-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30337\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-search-console-35-percent-data-37901.html\">Source: \u003Cem>Search Engine Roundtable\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>John Mueller addressed this, explaining that most sites will see all of their data in Search Console, but larger sites may receive less comprehensive data. If Google believes that a significant portion of your data isn’t being shown in Search Console, you may see this recommendation. If you don’t see it, you can assume the data displayed is representative of your entire site.\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\" id=\"state-of-seo-report-top-insights-for-2025-success\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fstate-of-seo-report-2025\u002F523463\u002F\">State of SEO report: Top insights for 2025 success\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Although summer has only just ended, it’s never too early to start discussing the opportunities SEO professionals can capitalise on in 2025, as highlighted in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fstate-of-seo\u002F?itm_source=website-announcement-post&itm_medium=organic&itm_campaign=ebook-state-of-seo-0824\">State of SEO Report\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"top-challenges\">Top challenges\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"algorithm-changes\">Algorithm changes\u003C\u002Fh4>\n\n\n\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002F\">Search Engine Journal\u003C\u002Fa>, 22% of SEO professionals identified algorithm changes as their primary concern. Many of those surveyed noted that core and general algorithm updates were a major source of traffic instability over the past year. Interestingly, last year’s report showed that over half of those surveyed felt these updates had actually benefited their sites. This indicates that creating high-quality, authoritative content no longer guarantees a top spot in the SERPs.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"budget-constraints\">Budget constraints\u003C\u002Fh4>\n\n\n\n\u003Cp>Another major challenge facing SEO professionals is budget constraints. This not only limits the scope of work SEO practitioners can perform but is also a leading reason why clients leave.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-could-seo-change\">How could SEO change?\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Those surveyed predicted that AI will drive the most significant changes in the industry.\u003C\u002Fli>\n\n\n\n\u003Cli>16% of respondents believed that algorithm updates will continue to play a key role in shaping the industry.\u003C\u002Fli>\n\n\n\n\u003Cli>Nearly 70% (69.8%) of SEO professionals observed increased competition in the SERPs over the past 12 months.\u003C\u002Fli>\n\n\n\n\u003Cli>Only 13.2% of respondents thought that zero-click searches would cause major shifts in the SEO landscape.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Access the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002F\">full report by Search Engine Journal\u003C\u002Fa>.\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":133,"protected":210},30342,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":819,"_yoast_wpseo_metadesc":5,"inline_featured_image":210,"footnotes":5},"August 2024 Google algorithm and search industry updates | Impression",[821,222],43,[],[225],[825,103,228,229,230,231,232,826,236],"post-30318","category-google-algorithm-updates",[],[],[830,831,832,833],{"path":183,"name":184},{"path":242,"name":243},{"path":129,"name":130},{"path":192,"name":132},"This month we bring you some exciting developments and updates from the world of search including the release of an eagerly awaited Core Update from Google.  First and foremost, Google rolled out the August 2024 core algorithm update which is the second one this year. This follows months of feedback from creators since the previous […]",{"thumbnail":836,"medium":837,"medium_large":839,"large":841,"1536x1536":843,"2048x2048":845,"post-thumbnail":847,"12_col":849,"default_landscape":851,"default_portrait":853,"6_col_and_margin_short":855,"11_col_and_margin":857,"9_col_rectangle":859,"11_col":861,"staff_image_696_600":863,"rectangular_thumbnail":865},{"url":137,"width":249,"height":249},{"url":838,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":840,"width":63,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":842,"width":256,"height":257},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":844,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":846,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":848,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":850,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":852,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":854,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":856,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":858,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":860,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":862,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":864,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":866,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[868],{"id":212,"path":284,"display_name":4,"job_title":11,"description":6,"avatar_url":112,"acf":869},{"full_bio":10,"job_title":11,"specialist_service_links":870,"photo":875},[871,873],{"page":872,"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":874,"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":876},{"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-t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n":4},[195,481],{"self":963,"collection":968,"about":970,"author":972,"replies":974,"version-history":977,"predecessor-version":981,"wp:featuredmedia":985,"wp:attachment":988,"wp:term":991,"curies":998},[964],{"href":965,"targetHints":966},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30318",{"allow":967},[488,489,490,491,492],[969],{"href":495},[971],{"href":498},[973],{"embeddable":98,"href":501},[975],{"embeddable":98,"href":976},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=30318",[978],{"count":979,"href":980},16,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30318\u002Frevisions",[982],{"id":983,"href":984},30341,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30318\u002Frevisions\u002F30341",[986],{"embeddable":98,"href":987},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F30342",[989],{"href":990},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=30318",[992,994,996],{"taxonomy":520,"embeddable":98,"href":993},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=30318",{"taxonomy":523,"embeddable":98,"href":995},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=30318",{"taxonomy":178,"embeddable":98,"href":997},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=30318",[999],{"name":529,"href":530,"templated":98},{"id":1001,"date":1002,"date_gmt":1002,"guid":1003,"modified":147,"modified_gmt":147,"slug":1005,"status":19,"type":103,"link":146,"title":1006,"content":1007,"excerpt":1009,"author":212,"featured_media":1010,"comment_status":20,"ping_status":20,"sticky":210,"template":5,"format":214,"meta":1011,"categories":1014,"collections":1015,"coauthors":1016,"class_list":1017,"acf":1019,"head_links":1020,"breadcrumbs":1021,"url_path":146,"search_description":1013,"featured_image_urls":1026,"authors":1058,"type_nicename":293,"reading_minutes":148,"category":1068,"yoast_title":1012,"yoast_meta":1071,"yoast_json_ld":1098,"_links":1150},30044,"2024-08-22T16:03:24",{"rendered":1004},"\u002F?p=30044","july-2024-google-algorithm-and-search-industry-updates",{"rendered":144},{"rendered":1008,"protected":210},"\n\u003Cp>This month we bring you some exciting developments and updates from the world of search. From new features to major partnerships, there’s a lot to cover, including the launch of Bing’s generative search experience and an ongoing development from the collaboration between Reddit and Google.\u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, Reddit has updated its robots.txt file to block most search engines, except Google, from accessing its content. The company claims this decision follows unsuccessful negotiations with other search engines. However, many SEOs are sceptical of this explanation.\u003C\u002Fp>\n\n\n\n\u003Cp>Meanwhile, Bing is following in Google’s footsteps by testing its own generative search experience. Early images reveal that this feature prominently displays AI-generated content alongside traditional organic results. Initial data indicates that this layout may reduce the occurrence of zero-click searches, potentially avoiding the traffic losses associated with similar functions.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, other exciting developments include the testing of country labels in search engine results pages (SERPs) and the launch of SearchGPT.\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=\"#reddit-is-now-blocking-bing-from-crawling-their-website\">Reddit is now blocking Bing from crawling their website\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#openai-has-launched-searchgpt\">OpenAI has launched SearchGPT\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#a-closer-look-at-the-platform\">A closer look at the platform\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#bing-has-announced-a-new-ai-answers-interface\">​Bing has announced a new AI answers interface\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#googles-gemini-has-added-related-content-and-links-in-its-latest-update\">Google's Gemini has added related content and links in its latest update\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#new-features-and-improvement-highlights\">New features and improvement highlights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#faster-and-smarter-responses\">Faster and smarter responses\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#file-uploads\">File uploads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#related-content-feature\">Related content feature\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#inline-links\">Inline links\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#double-check-feature\">Double-check feature\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#gemini-in-google-messages\">Gemini in Google Messages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#safety-and-guidance\">Safety and guidance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-will-soon-test-search-shopping-ads-in-ai-overviews\">Google will ‘soon’ test search, shopping ads in AI Overviews\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#country-specific-serp-labels-have-been-tested-in-search\">Country-specific SERP labels have been tested in Search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-does-this-impact-seo\">How does this impact SEO?\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\" id=\"reddit-is-now-blocking-bing-from-crawling-their-website\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Freddit-blocked-bing-search-37791.html\">Reddit is now blocking Bing from crawling their website\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>On July 1st, Reddit updated its robots.txt file to block most search engines (except Google) and AI crawlers from accessing its content. Reddit claims this decision is not related to its recent partnership with Google. Instead, the company \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theverge.com\u002F2024\u002F7\u002F24\u002F24205244\u002Freddit-blocking-search-engine-crawlers-ai-bot-google\">told The Verge\u003C\u002Fa> that it has been in discussions with multiple search engines but couldn’t reach agreements with all of them, as some were unable or unwilling to make enforceable promises regarding their use of Reddit content, particularly for AI purposes.\u003C\u002Fp>\n\n\n\n\u003Cp>However, many are sceptical of this explanation, pointing out that Google pays Reddit $60 million a year to access its content, and Reddit results have become more prominent in search results. This move has sparked concerns about Google promoting monopolies and stifling competition.\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\" id=\"openai-has-launched-searchgpt\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theverge.com\u002F2024\u002F7\u002F25\u002F24205701\u002Fopenai-searchgpt-ai-search-engine-google-perplexity-rival\">OpenAI has launched SearchGPT\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>OpenAI has announced the launch of a new search product named SearchGPT. It is described as a “temporary prototype” with limited availability to just 10,000 users and publishers at its launch. The company aims to eventually integrate the best features of SearchGPT directly into ChatGPT.\u003C\u002Fp>\n\n\n\n\u003Cp>SearchGPT combines OpenAI’s AI models with real-time web information to respond to user queries. It also includes links to relevant sources within its answers, ensuring users have clear references to verify the information provided.\u003C\u002Fp>\n\n\n\n\u003Cp>Along with the platform, openAI have also developed a new crawler named OAI-SearchBot, which is specifically for search purposes. This crawler surfaces websites in search results within the SearchGPT prototype. However, it is not used for training OpenAI’s generative AI foundation models. Websites are encouraged to allow OAI-SearchBot via their robots.txt file to ensure their inclusion in search results. More information on their web crawlers can be found in their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fplatform.openai.com\u002Fdocs\u002Fbots\">official documentation\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>OpenAI is introducing tools for publishers to manage how their content appears in SearchGPT. This approach provides publishers with more control over their content in search results while maintaining a separation from the data used to train OpenAI’s AI models. Despite this, it is important to note that websites can appear in search results even if they opt out of participating in AI training.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"a-closer-look-at-the-platform\">\u003Cstrong>A closer look at the platform\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Search Box: The interface begins with a simple search box that prompts users with “What are you searching for?”\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Search Results: After a query is submitted, SearchGPT provides answers integrated with source links. The sources are visibly displayed below the main answer.\u003C\u002Fli>\n\n\n\n\u003Cli>Additional Results: A sidebar presents additional search results, offering more information and options to users.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"864\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fsearchgpt-a-closer-look.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30065\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>SearchGPT represents OpenAI’s ambitious step into the search engine landscape, leveraging AI to enhance user experience with rapid, source-backed answers. In the future, OpenAI plans to enhance SearchGPT’s capabilities, especially in areas like local information and commerce-related searches.\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\" id=\"bing-has-announced-a-new-ai-answers-interface\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblogs.bing.com\u002Fsearch\u002FJuly-2024\u002Fgenerativesearch\">​Bing has announced a new AI answers interface\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>At the end of July, Bing announced they had been working on a generative search experience. This new feature means that when a user searches for a query, they will be presented with an AI-generated overview that delves into the topic and provides detailed information.\u003C\u002Fp>\n\n\n\n\u003Cp>As part of this experience, the central answer will be AI-generated, and users will have access to a table of contents to navigate through both the AI-generated content and organic search results. Additionally, organic search results will be displayed on the right-hand side, allowing users to continue their search journey seamlessly.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1937\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fbing-ai-answers-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30064\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblogs.bing.com\u002Fsearch\u002FJuly-2024\u002Fgenerativesearch\">\u003Cem>Source: Bing\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>According to Bing, they have tested this interface and early data suggests that this feature maintains the same amount of clicks to websites and avoids a layout that increases zero-click search results. AI’s generative search experience is being slowly rolled out and the search engine is collecting user feedback which will be used to improve the feature in the future.\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\" id=\"googles-gemini-has-added-related-content-and-links-in-its-latest-update\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fgemini\u002Fgoogle-gemini-new-features-july-2024\u002F\">Google’s Gemini has added related content and links in its latest update\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Gemini, an AI-powered tool designed to enhance productivity, creativity, and curiosity, is receiving a significant upgrade with the release of Gemini 1.5 Flash. \u003C\u002Fp>\n\n\n\n\u003Cp>This update will be available in over 40 languages and over 230 countries and territories as it looks to improve speed and response quality and expand language accessibility. It also brings a host of new features across the platform including a mobile app and Gemini for Teens which has been designed to provide educational and creative support. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"new-features-and-improvement-highlights\">\u003Cstrong>New features and improvement highlights\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"faster-and-smarter-responses\">Faster and smarter responses\u003C\u002Fh4>\n\n\n\n\u003Cp>The introduction of Gemini 1.5 Flash aims to provide quicker and higher-quality responses, available now in the free version of Gemini. This update enhances response quality, particularly in reasoning and image understanding.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"file-uploads\">File uploads\u003C\u002Fh4>\n\n\n\n\u003Cp>Soon, users will be able to upload files from Google Drive or directly from their device, similar to features available in Gemini Advanced. This functionality will enable users to interact with their content more effectively, such as creating practice questions from study guides or analysing data files for insights and visualisations.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"related-content-feature\">Related content feature\u003C\u002Fh4>\n\n\n\n\u003Cp>Gemini now includes links to related content within its responses for fact-seeking prompts, helping users explore topics more comprehensively. This feature aims to reduce hallucinations by providing access to additional verified information.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"inline-links\">Inline links\u003C\u002Fh4>\n\n\n\n\u003Cp>For English language prompts in select regions, users can click on links embedded in responses to explore websites and delve deeper into topics. This includes links to relevant emails if the information is sourced using the Gmail extension.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"double-check-feature\">Double-check feature\u003C\u002Fh4>\n\n\n\n\u003Cp>To strive for accuracy, Gemini uses Google Search to verify its responses, highlighting statements that are corroborated or contradicted on the web. This allows users to further verify information as needed.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"gemini-in-google-messages\">Gemini in Google Messages\u003C\u002Fh4>\n\n\n\n\u003Cp>The ability to chat with Gemini directly in Google Messages is being expanded to the European Economic Area (EEA), the UK, and Switzerland. New languages, including French, Polish, and Spanish, are being added, enhancing accessibility for more users.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"safety-and-guidance\">Safety and guidance\u003C\u002Fh4>\n\n\n\n\u003Cp>Gemini is designed with safety and developmental needs in mind and has put additional policies and safeguards in place. This includes a teen-specific onboarding process and an AI literacy guide to promote responsible use of AI. OpenAI has also partnered with child safety experts to ensure the platform meets the unique needs of teens and their families.\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\" id=\"google-will-soon-test-search-shopping-ads-in-ai-overviews\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-ai-overviews-ads-444366\">Google will ‘soon’ test search, shopping ads in AI Overviews\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Back in May, Google announced that ads would be coming to AI Overviews. Fast forward to now, and although they haven’t been implemented yet, Alphabet’s Senior Vice President, Philipp Schindler, has confirmed that they are coming “soon.”\u003C\u002Fp>\n\n\n\n\u003Cp>No specific date was given, but Schindler confirmed that users in the U.S. will soon start to see shopping ads in AI Overviews. These shopping ads will be labelled as ‘sponsored’ and will only appear for relevant queries and when appropriate for the content in the AI Overviews. According to Google\u002FAlphabet’s CEO, Sundar Pichai, early tests suggest that ads appearing above or below AI Overviews are helpful to users.\u003C\u002Fp>\n\n\n\n\u003Cp>Advertisers do not need to create separate ads for this; Google will use the existing ads that have already been set up. Google mentioned that these AI-powered recommendation ads will be tested with select advertisers in the U.S. over the coming weeks.\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\" id=\"country-specific-serp-labels-have-been-tested-in-search\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.stanventures.com\u002Fnews\u002Fcountry-labels-in-google-search-snippets-318\u002F\">Country-specific SERP labels have been tested 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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In July, users noticed that Google began providing country labels next to some websites in search results, indicating their geographic location. The purpose of these labels is to show how geographically relevant a site is, helping users determine whether the services or information provided will be useful to them.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"679\" height=\"408\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fcountry-specific-serps.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30066\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Fbrodieseo\u002Fstatus\u002F1810999999859454082?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1810999999859454082%7Ctwgr%5E49e9cb02530733d0d17a16aa6a6dcbac88c92cc6%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.seroundtable.com%2Fgoogle-country-label-in-search-result-snippets-37690.html\">\u003Cem>Source: @brodieseo on X\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This new feature has received mixed responses from those in the industry. Some commentators question its superficiality, while others are more optimistic, suggesting it could improve the user experience and potentially impact click-through rates (CTR). The reasoning is that country labels help users easily identify whether a site is relevant to their country, simplifying their search process.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-does-this-impact-seo\">How does this impact SEO?\u003C\u002Fh3>\n\n\n\n\u003Cp>If this feature is rolled out globally, it could significantly impact global SEO. Country labels may encourage websites to adopt a more localised approach to ensure relevance to specific markets, thereby increasing the importance of local SEO strategies. It may also allow local businesses to compete more effectively with global players.\u003C\u002Fp>\n\n\n\n\u003Cp>To prepare for this potential change, optimise your website for local SEO. This includes ensuring your site indicates its geographical relevance through factors like metadata and on-page content, and keeping your Google My Business page up-to-date and optimised for local 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":145,"protected":210},30068,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1012,"_yoast_wpseo_metadesc":1013,"inline_featured_image":210,"footnotes":5},"July 2024 Google algorithm and search industry updates | Impression","Bing’s launch of generative search experience, the ongoing development from the collaboration between Reddit and Google, and more SEO news!",[821,222],[],[225],[1018,103,228,229,230,231,232,826,236],"post-30044",[],[],[1022,1023,1024,1025],{"path":183,"name":184},{"path":242,"name":243},{"path":129,"name":130},{"path":192,"name":144},{"thumbnail":1027,"medium":1028,"medium_large":1030,"large":1032,"1536x1536":1034,"2048x2048":1036,"post-thumbnail":1038,"12_col":1040,"default_landscape":1042,"default_portrait":1044,"6_col_and_margin_short":1046,"11_col_and_margin":1048,"9_col_rectangle":1050,"11_col":1052,"staff_image_696_600":1054,"rectangular_thumbnail":1056},{"url":149,"width":249,"height":249},{"url":1029,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=118&q=90&w=200",{"url":1031,"width":63,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=454&q=90&w=768",{"url":1033,"width":256,"height":257},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1035,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=908&q=90&w=1536",{"url":1037,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1211&q=90&w=2048",{"url":1039,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C0%2C2236%2C1418&w=1860",{"url":1041,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1043,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1045,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1047,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1049,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1051,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1053,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1055,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1057,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Farno-smit-qY_yTu7YBT4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1059],{"id":212,"path":284,"display_name":4,"job_title":11,"description":6,"avatar_url":112,"acf":1060},{"full_bio":10,"job_title":11,"specialist_service_links":1061,"photo":1066},[1062,1064],{"page":1063,"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":1065,"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":1067},{"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":6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Code":466,"addressCountry":467},[1144,1145,1146],{"@type":470,"name":471},{"@type":470,"name":473},{"@type":470,"name":467},{"@type":476,"@id":477,"name":4,"image":1148,"description":6,"sameAs":1149,"url":199},{"@type":385,"inLanguage":374,"@id":479,"url":8,"contentUrl":8,"caption":4},[195,481],{"self":1151,"collection":1156,"about":1158,"author":1160,"replies":1162,"version-history":1165,"predecessor-version":1168,"wp:featuredmedia":1172,"wp:attachment":1175,"wp:term":1178,"curies":1185},[1152],{"href":1153,"targetHints":1154},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30044",{"allow":1155},[488,489,490,491,492],[1157],{"href":495},[1159],{"href":498},[1161],{"embeddable":98,"href":501},[1163],{"embeddable":98,"href":1164},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=30044",[1166],{"count":786,"href":1167},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30044\u002Frevisions",[1169],{"id":1170,"href":1171},30067,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F30044\u002Frevisions\u002F30067",[1173],{"embeddable":98,"href":1174},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F30068",[1176],{"href":1177},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=30044",[1179,1181,1183],{"taxonomy":520,"embeddable":98,"href":1180},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=30044",{"taxonomy":523,"embeddable":98,"href":1182},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=30044",{"taxonomy":178,"embeddable":98,"href":1184},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=30044",[1186],{"name":529,"href":530,"templated":98},{"id":1188,"date":1189,"date_gmt":1189,"guid":1190,"modified":157,"modified_gmt":157,"slug":1192,"status":19,"type":103,"link":156,"title":1193,"content":1194,"excerpt":1196,"author":212,"featured_media":1197,"comment_status":20,"ping_status":20,"sticky":210,"template":5,"format":214,"meta":1198,"categories":1200,"collections":1201,"coauthors":1202,"class_list":1204,"acf":1206,"head_links":1207,"breadcrumbs":1208,"url_path":156,"search_description":1213,"featured_image_urls":1214,"authors":1246,"type_nicename":293,"reading_minutes":158,"category":1299,"yoast_title":1199,"yoast_meta":1301,"yoast_json_ld":1328,"_links":1380},29392,"2024-06-28T09:41:22",{"rendered":1191},"\u002F?p=29392","impression-picks-digital-marketing-roundup-june-2024",{"rendered":154},{"rendered":1195,"protected":210},"\n\u003Cp>Welcome to June’s edition and the final edition of Impression Picks. We hope you have enjoyed us exploring a wide range of topics each month! This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seos-google-wont-comment-on-a-potentially-massive-leak-of-its-search-algorithm-documentation\">SEOs: Google won’t comment on a potentially massive leak of its search algorithm documentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#homepage-pagerank-and-trust\">Homepage PageRank and Trust\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#site-authority\">Site Authority\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-role-of-e-e-a-t\">The role of E-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ppc-take-advantage-of-additional-insights-with-sa360-u-variables\">PPC: Take advantage of additional insights with SA360 & U-Variables\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1880\" height=\"775\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fjune-impression-picks-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29398\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"seos-google-wont-comment-on-a-potentially-massive-leak-of-its-search-algorithm-documentation\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theverge.com\u002F2024\u002F5\u002F28\u002F24166177\u002Fgoogle-search-ranking-algorithm-leak-documents-link-seo\">\u003Cstrong>SEOs: Google won’t comment on a potentially massive leak of its search algorithm documentation\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>If the US vs Google anti-trust trial taught us SEOs anything, it was that the search engine hasn’t always told us the truth. And the recent leak of an internal document only added to this doubt. Although the document didn’t provide much context into what it contained, it did give us some insights into how the algorithm \u003C\u002Fstrong>\u003Cstrong>\u003Cem>might\u003C\u002Fem>\u003C\u002Fstrong>\u003Cstrong> work (heavy emphasis on the \u003C\u002Fstrong>\u003Cstrong>\u003Cem>might\u003C\u002Fem>\u003C\u002Fstrong>\u003Cstrong>).\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Over 2,500 pages of internal documentation were leaked. Here are some key takeaways:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"homepage-pagerank-and-trust\">\u003Cstrong>Homepage PageRank and Trust\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Your homepage plays a pivotal role in the customer journey. A poorly designed homepage can not only increase the bounce rate and reduce conversions, but it can negatively impact your brand and customer’s perceptions of you. It is no wonder then, that according to these leaked documents, Google measures factors like ‘homepage PageRank’ and ‘Homepage Trust’. While the exact influence of these factors is unclear, it would be logical if they influenced rankings as your homepage is a gateway to your website and brand.\u003C\u002Fp>\n\n\n\n\u003Cp>As an SEO, we consistently emphasise the importance of building a site people trust and view as authoritative. This leak not only reinforces this but also highlights the need for organisations to adopt a multichannel approach. In addition to SEO, organisations need to use other channels such as PR and social media to build a strong reputation that goes beyond Google.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"site-authority\">\u003Cstrong>Site Authority\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Although Google has repeatedly denied using Domain Authority as a ranking factor, many have suspected otherwise. It turns out, we might be right as they measure something called ‘SiteAuthority’ which explains why larger, more established sites often dominate SERPs. \u003C\u002Fp>\n\n\n\n\u003Cp>Once again, this underscores the importance of a multi-channel approach. SEO alone is beneficial, but its effectiveness is amplified when supported by other channels like PR and PPC to boost visibility. Without this established credibility and reputation, smaller organisations may not see the complete benefits of SEO compared to larger sites.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-role-of-e-e-a-t\">\u003Cstrong>The role of E-E-A-T\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Despite listing over 2,000 modules, this document made little reference to E-E-A-T, something which is quite a contentious subject in the SEO community. However, it does note that Google stores the document authors and treats them as entities, suggesting the potential value in establishing author profiles for online visibility. While the impact of E-E-A-T is inconclusive, as marketers it’s good practice to follow these principles to show there are knowledge and trustworthy individuals behind the brand.\u003C\u002Fp>\n\n\n\n\u003Cp>These insights show how complex Google’s ranking systems are and the importance of interpreting their information carefully. Don’t just take everything at face value—experiment to see what works best for your website.\u003C\u002Fp>\n\n\n\n\u003Cp>For a quick overview of the document, I’d recommend reading \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theverge.com\u002F2024\u002F5\u002F28\u002F24166177\u002Fgoogle-search-ranking-algorithm-leak-documents-link-seo\">\u003Cstrong>this article\u003C\u002Fstrong>\u003C\u002Fa> that draws up various sources. Yet for a more detailed review of the leak, read \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipullrank.com\u002Fgoogle-algo-leak\">\u003Cstrong>this article by Mike King\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Article reviewed by: Emma Robinson\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1880\" height=\"775\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fjune-impression-picks-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29397\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ppc-take-advantage-of-additional-insights-with-sa360-u-variables\">\u003Cstrong>PPC: Take advantage of additional insights with SA360 & U-Variables\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>U-Variables are an additional conversion segment you can add to your campaigns in SA360 that opens up a whole new world of insights for your campaigns.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s start off with what a U-Variable is. It’s a custom \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Ffloodlight-tracking-campaign-manager\u002F\">Floodlight\u003C\u002Fa> variable in SA360 that allows you to collect more information about your conversions allowing deeper analysis\u002Finsight into your campaign’s activity.\u003C\u002Fp>\n\n\n\n\u003Cp>There are a few examples of typical pieces of information that advertisers tend to track such as user locations, product names and destination locations depending on the industry vertical and what advertisers\u002Fclients deem important.\u003C\u002Fp>\n\n\n\n\u003Cp>For our client in the commercial aviation industry, we have been able to implement a custom Floodlight variable that pulls in the destination a customer has booked, allowing us to see the true destination of a user. Previously we captured conversions with a bog standard conversion goal which only measured revenue value as a variable.\u003C\u002Fp>\n\n\n\n\u003Cp>This is helpful in adding additional insight to reporting in terms of what routes have sold best across certain campaigns, but more significantly, it allows us to gain more visibility in terms of what Pmax is contributing towards, given its ‘black box’ nature.\u003C\u002Fp>\n\n\n\n\u003Cp>Historically within \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-ads-360-how-to-guide\u002F\">SA360\u003C\u002Fa>, there has been the option to optimise towards U-Variables allowing bid strategies to focus on specific conversions, however, this option appears to have been removed when the new SA360 platform was launched a few months ago.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to get custom Floodlight variables set up in your SA360 account there is some tagging wizardry needed in regards to adding the custom variable to your floodlight tags or event snippets on your site, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">something we at Impression can help support you in\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\n\u003Cp>Insight provided by: Salik Chaudry\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\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",{"rendered":155,"protected":210},29403,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1199,"_yoast_wpseo_metadesc":5,"inline_featured_image":210,"footnotes":5},"June 2024 Digital Marketing Roundup - Impression Picks | Impression",[219],[],[1203,225],238,[1205,103,228,229,230,231,232,233],"post-29392",[],[],[1209,1210,1211,1212],{"path":183,"name":184},{"path":242,"name":243},{"path":114,"name":115},{"path":192,"name":154},"Welcome to June’s edition and the final edition of Impression Picks. We hope you have enjoyed us exploring a wide range of topics each month! This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share […]",{"thumbnail":1215,"medium":1216,"medium_large":1218,"large":1220,"1536x1536":1222,"2048x2048":1224,"post-thumbnail":1226,"12_col":1228,"default_landscape":1230,"default_portrait":1232,"6_col_and_margin_short":1234,"11_col_and_margin":1236,"9_col_rectangle":1238,"11_col":1240,"staff_image_696_600":1242,"rectangular_thumbnail":1244},{"url":159,"width":249,"height":249},{"url":1217,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1219,"width":63,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1221,"width":256,"height":257},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1223,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1225,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1227,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1229,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1231,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1233,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1235,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1237,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1239,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1241,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1243,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1245,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1247,1290],{"id":1248,"path":1249,"display_name":162,"job_title":1250,"description":1251,"avatar_url":163,"acf":1252},114,"\u002Fabout\u002Four-team\u002Fsalik-chaudry\u002F","Senior Paid Media Strategist","I'm a Senior Paid Media Strategist at Impression, helping to devise and deliver strategies that drive growth for our clients.",{"job_title":1250,"full_bio":5,"specialist_service_links":1253,"photo":1263},[1254],{"page":1255,"link_text":1258},{"ID":1256,"post_author":16,"post_date":1257,"post_date_gmt":1257,"post_content":5,"post_title":1258,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":1259,"to_ping":5,"pinged":5,"post_modified":1260,"post_modified_gmt":1260,"post_content_filtered":5,"post_parent":25,"guid":1261,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":1262},169,"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":1264,"id":1264,"title":1265,"filename":1266,"filesize":1267,"url":1268,"link":1269,"alt":5,"author":16,"description":5,"caption":5,"name":1270,"status":48,"uploaded_to":25,"date":1271,"modified":1271,"menu_order":25,"mime_type":50,"type":51,"subtype":52,"icon":53,"width":1272,"height":899,"sizes":1273},22476,"Salik-Chaudry (1)","Salik-Chaudry-1.png",1902800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&q=90","\u002Fsalik-chaudry-1\u002F","salik-chaudry-1","2023-04-11 13:23:41",1392,{"thumbnail":1274,"thumbnail-width":58,"thumbnail-height":58,"medium":1275,"medium-width":60,"medium-height":61,"medium_large":1276,"medium_large-width":63,"medium_large-height":64,"large":1277,"large-width":66,"large-height":67,"1536x1536":1278,"1536x1536-width":69,"1536x1536-height":70,"2048x2048":1279,"2048x2048-width":72,"2048x2048-height":73,"post-thumbnail":1280,"post-thumbnail-width":75,"post-thumbnail-height":76,"12_col":1281,"12_col-width":78,"12_col-height":79,"default_landscape":1282,"default_landscape-width":81,"default_landscape-height":55,"default_portrait":1283,"default_portrait-width":55,"default_portrait-height":81,"6_col_and_margin_short":1284,"6_col_and_margin_short-width":75,"6_col_and_margin_short-height":79,"11_col_and_margin":1285,"11_col_and_margin-width":85,"11_col_and_margin-height":79,"9_col_rectangle":1286,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":1287,"11_col-width":90,"11_col-height":79,"staff_image_696_600":1288,"staff_image_696_600-width":54,"staff_image_696_600-height":55,"rectangular_thumbnail":1289,"rectangular_thumbnail-width":93,"rectangular_thumbnail-height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FSalik-Chaudry-1.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":212,"path":284,"display_name":4,"job_title":11,"description":6,"avatar_url":112,"acf":1291},{"full_bio":10,"job_title":11,"specialist_service_links":1292,"photo":1297},[1293,1295],{"page":1294,"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":1296,"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":1298},{"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,"2048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Chaudry, Jonathan Theuring",{"property":351,"content":352},{"property":906,"content":1318},{"property":354,"content":355},{"property":357,"content":358},{"@context":360,"@graph":1329},[1330,1341,1347,1348,1355,1359,1377],{"@type":293,"@id":1331,"isPartOf":1332,"author":1333,"headline":154,"datePublished":1314,"dateModified":1316,"mainEntityOfPage":1334,"wordCount":1335,"publisher":1336,"image":1337,"thumbnailUrl":1339,"articleSection":1340,"inLanguage":374},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-june-2024\u002F#article",{"@id":1305},{"name":4,"@id":366},{"@id":1305},859,{"@id":370},{"@id":1338},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-june-2024\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcess-idul-k8hNYh5ymZ8-unsplash.jpg?auto=compress%2Cformat&q=90",[115],{"@type":376,"@id":1305,"url":1305,"name":1199,"isPartOf":1342,"primaryImageOfPage":1343,"image":1344,"thumbnailUrl":1339,"datePublished":1314,"dateModified":1316,"breadcrumb":1345,"inLanguage":383},{"@id":378},{"@id":1338},{"@id":1338},{"@id":1346},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-june-2024\u002F#breadcrumb",{"@type":385,"inLanguage":374,"@id":1338,"url":1339,"contentUrl":1339,"width":929,"height":930},{"@type":387,"@id":1346,"itemListElement":1349},[1350,1351,1352,1354],{"@type":390,"position":222,"name":184,"item":391},{"@type":390,"position":393,"name":243,"item":394},{"@type":390,"position":396,"name":115,"item":1353},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@type":390,"position":158,"name":154},{"@type":400,"@id":378,"url":391,"name":327,"description":5,"publisher":1356,"inLanguage":374,"potentialAction":1357},{"@id":402},{"@type":404,"target":1358,"query-input":408},{"@type":406,"urlTemplate":407},{"@type":410,"@id":402,"name":327,"url":391,"logo":1360,"image":416,"sameAs":1361,"@context":421,"email":422,"foundingDate":423,"legalName":424,"vatID":425,"description":426,"telephone":427,"address":1362,"location":1363,"areaServed":1373},{"@type":385,"inLanguage":374,"@id":412,"url":413,"contentUrl":413,"width":414,"height":415,"caption":327},[418,419,420],{"@type":429,"streetAddress":430,"addressLocality":431,"addressRegion":432,"postalCode":433,"addressCountry":434},[1364,1367,1370],{"@type":437,"name":438,"geo":1365,"address":1366,"photo":416,"telephone":444},{"@type":440,"latitude":441,"longitude":442},{"@type":429,"streetAddress":430,"addressLocality":431,"addressRegion":432,"postalCode":433,"addressCountry":434},{"@type":437,"name":446,"geo":1368,"address":1369,"photo":455,"telephone":456},{"@type":440,"latitude":448,"longitude":449},{"@type":429,"streetAddress":451,"addressLocality":452,"addressRegion":453,"postalCode":454,"addressCountry":434},{"@type":437,"name":458,"geo":1371,"address":1372},{"@type":440,"latitude":460,"longitude":461},{"@type":429,"streetAddress":463,"addressLocality":464,"addressRegion":465,"postalCode":466,"addressCountry":467},[1374,1375,1376],{"@type":470,"name":471},{"@type":470,"name":473},{"@type":470,"name":467},{"@type":476,"@id":477,"name":4,"image":1378,"description":6,"sameAs":1379,"url":199},{"@type":385,"inLanguage":374,"@id":479,"url":8,"contentUrl":8,"caption":4},[195,481],{"self":1381,"collection":1386,"about":1388,"author":1390,"replies":1392,"version-history":1395,"predecessor-version":1399,"wp:featuredmedia":1403,"wp:attachment":1406,"wp:term":1409,"curies":1416},[1382],{"href":1383,"targetHints":1384},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29392",{"allow":1385},[488,489,490,491,492],[1387],{"href":495},[1389],{"href":498},[1391],{"embeddable":98,"href":501},[1393],{"embeddable":98,"href":1394},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=29392",[1396],{"count":1397,"href":1398},7,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29392\u002Frevisions",[1400],{"id":1401,"href":1402},29407,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F29392\u002Frevisions\u002F29407",[1404],{"embeddable":98,"href":1405},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F29403",[1407],{"href":1408},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=29392",[1410,1412,1414],{"taxonomy":520,"embeddable":98,"href":1411},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=29392",{"taxonomy":523,"embeddable":98,"href":1413},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=29392",{"taxonomy":178,"embeddable":98,"href":1415},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=29392",[1417],{"name":529,"href":530,"templated":98},{"id":1419,"date":1420,"date_gmt":1420,"guid":1421,"modified":170,"modified_gmt":170,"slug":1423,"status":19,"type":103,"link":169,"title":1424,"content":1425,"excerpt":1427,"author":212,"featured_media":1428,"comment_status":20,"ping_status":20,"sticky":210,"template":5,"format":214,"meta":1429,"categories":1432,"collections":1433,"coauthors":1434,"class_list":1435,"acf":1437,"head_links":1438,"breadcrumbs":1439,"url_path":169,"search_description":1431,"featured_image_urls":1444,"authors":1476,"type_nicename":293,"reading_minutes":171,"category":1486,"yoast_title":1430,"yoast_meta":1489,"yoast_json_ld":1516,"_links":1569},29006,"2024-06-12T10:57:35",{"rendered":1422},"\u002F?p=29006","may-2024-google-algorithm-and-search-industry-updates",{"rendered":167},{"rendered":1426,"protected":210},"\n\u003Cp>This month, we bring you some of the latest developments from the world of search, including the highly anticipated roll-out of AI Overviews and the leak of Google’s Search API documentation.\u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, the leaked Google Search API document has been a major talking point within the SEO industry. This document details over 2,000 modules and 14,000 attributes, offering a glimpse into the extensive data Google collects. We’ll discuss what this leak means and how it should be approached.\u003C\u002Fp>\n\n\n\n\u003Cp>In another significant update, Google has begun rolling out its AI Overviews to users in the UK. A comprehensive study by Onely, which analysed 25,000 e-commerce search queries, aims to shed light on the impact of this new feature. In this article, we’ll discuss the key findings of the study and shed light on how this may impact you.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, Google has clarified that the algorithmic actions targeting site reputation abuse have not yet been launched. This clarification comes amid widespread speculation that sites were already being penalised under this policy.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ll delve into these developments in detail 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=\"#leaked-google-api-documents-cause-a-stir\">Leaked Google API documents cause a stir\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#googles-ai-overviews-shake-up-ecommerce-search-visibility\">Google’s AI Overviews shake up ecommerce search visibility\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-does-this-mean-for-ecommerce-brands\">What does this mean for ecommerce brands?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-can-be-done-to-try-and-feature-in-an-ai-overview\">What can be done to try and feature in an AI Overview?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-confirms-no-algorithmic-actions-for-site-reputation-abuse-yet\">Google confirms: No algorithmic actions for site reputation abuse yet\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-helpful-content-update-system-is-being-retired\">The Helpful Content Update system is being retired\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#an-overview-of-the-previous-helpful-content-system\">An overview of the previous helpful content system\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-the-helpful-content-system-has-changed-in-light-of-the-core-update\">How the helpful content system has changed in light of the core update\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#advice-for-seos-and-website-owners\">Advice for SEOs and website owners\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#may-a-volatile-month-for-serps\">May: A volatile month for SERPs\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\" id=\"leaked-google-api-documents-cause-a-stir\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipullrank.com\u002Fgoogle-algo-leak\">Leaked Google API documents cause a stir\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>During May, there was an apparent leak of Google Search API documents, causing a stir within the SEO community. \u003C\u002Fp>\n\n\n\n\u003Cp>A total of 2,569 modules and 14,014 attributes were mentioned in the leaked documentation. Initially shared by Erfan Azimi, these documents raised suspicions about Google’s transparency regarding its ranking signals. However, these concerns have since diminished, with many in the SEO community advising caution in interpreting the leak and its content.\u003C\u002Fp>\n\n\n\n\u003Cp>The authenticity of the documents is still uncertain, though former Google employees have indicated they appear legitimate. The leaked document, titled “Document AI Warehouse Overview,” contains a vast amount of information about the search engine’s attributes and modules. While it lacks context on the provided information and the weighting of features, it reveals significant details about the data Google collects. Some SEOs hastily concluded that the document listed all of Google’s ranking signals, but this is inaccurate. The document includes some ranking factors, but others are not, so caution should be taken when interpreting the document.\u003C\u002Fp>\n\n\n\n\u003Cp>In an article published by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipullrank.com\u002Fgoogle-algo-leak\">ipullrank\u003C\u002Fa>, a careful analysis of the leaked document is provided. King contextualises the information contained to provide a more rounded summary of what the document really means.\u003C\u002Fp>\n\n\n\n\u003Cp>Key takeaways from the document include:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Site Authority:\u003C\u002Fstrong> Despite Google’s denial of Domain Authority as a ranking factor, the document mentions a feature called “siteAuthority.” Its measurement and impact on rankings are unclear, but its existence and monitoring by Google are confirmed.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Click Monitoring: \u003C\u002Fstrong>Google tracks “badClicks” and “goodClicks.” The purpose and usage of this data are unknown, but considering the role of Navboost, clicks likely influence ranking algorithms.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Host Age: \u003C\u002Fstrong>Although Google has previously dismissed the idea of a Sandbox preventing new sites from ranking well, the document references “hostAge,” a concept used “to sandbox fresh spam during serving time.”\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Algorithmic Demotions: \u003C\u002Fstrong>The document details several demotion types, including:\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Anchor Mismatch: Links that do not align with their target sites are demoted.\u003C\u002Fli>\n\n\n\n\u003Cli>SERP Demotion: Factors like user dissatisfaction or high bounce rates might lead to demotion.\u003C\u002Fli>\n\n\n\n\u003Cli>Location Demotions: “Global” and “super global” pages can be demoted, suggesting Google associates pages with specific locations for ranking purposes.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>While intriguing, these insights highlight the nuanced nature of Google’s ranking systems, showing the need to carefully interpret and contextualise any information provided by the search engine.\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\" id=\"googles-ai-overviews-shake-up-ecommerce-search-visibility\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogles-ai-overviews-shake-up-ecommerce-search-visibility\u002F517577\u002F\">Google’s AI Overviews shake up ecommerce search visibility\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>A recent study conducted by Bartosz Góralewicz, founder of Onely, analysed 25,000 ecommerce search queries in an attempt to discover the impact of the roll-out of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-ai-overviews\u002F\">Google’s AI Overviews\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>This study discovered that in the US: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>16% of ecommerce queries\u003C\u002Fstrong> now feature AI overviews in search results, accounting for \u003Cstrong>13% of the total search volume\u003C\u002Fstrong> in this sector.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>80% of the sources listed\u003C\u002Fstrong> in these AI overviews do not rank organically for the original query. This implies a major shift away from traditional organic rankings.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Ranking in positions 1-3\u003C\u002Fstrong> only gives you an \u003Cstrong>8% chance\u003C\u002Fstrong> of being shown in an AI Overview.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"731\" height=\"358\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fauto-generated-query-stats.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29025\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Caption: The percentage of ecommerce queries that now feature AI overviews in search results. Image from \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Fbart_goralewicz\">\u003Cem>@bart_goralewicz on X\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"686\" height=\"398\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fai-source-ranking-stat.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29022\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Caption: The percentage of ecommerce sources that rank vs. their chance of being featured in an AI overview. Image from \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Fbart_goralewicz\">\u003Cem>@bart_goralewicz on X\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-ecommerce-brands\">What does this mean for ecommerce brands?\u003C\u002Fh3>\n\n\n\n\u003Cp>According to international SEO consultant Aleyda Solis, Google is focusing on an “accelerated” approach, showcasing direct results instead of summarising ranked pages. This means traditional rankings (e.g., category pages, reviews, buying guides) are being bypassed.\u003C\u002Fp>\n\n\n\n\u003Cp>This shift can be unsettling for established brands but opens new opportunities for visibility without targeting the most commercially valuable keywords.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-can-be-done-to-try-and-feature-in-an-ai-overview\">What can be done to try and feature in an AI Overview?\u003C\u002Fh3>\n\n\n\n\u003Cp>In order to feature in an AI Overview, ecommerce retailers have been advised to optimise product data and detail pages to fit the AI overview format, which can offer visibility opportunities without competing for top organic rankings.\u003C\u002Fp>\n\n\n\n\u003Cp>To assess AI Overview traffic impact, Solis has created a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FBwmc5JrHFJ\">Google AI Overviews (AIO) Traffic Risk Impact Assessment Sheet\u003C\u002Fa>.  This sheet can be used to assess and analyse the potential traffic impact of AI overviews in order to prioritise content optimisations accordingly. \u003C\u002Fp>\n\n\n\n\u003Cp>As Google might expand AI overviews to include high-cost queries when enabling ads, it’s important that all online retailers optimise their product pages taking into consideration not only traditional SEO practices but also the data requirements of AI overviews. These changes and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">ecommerce SEO\u003C\u002Fa> strategies should then be monitored and updated based on data and trends.\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\" id=\"google-confirms-no-algorithmic-actions-for-site-reputation-abuse-yet\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-confirms-no-algorithmic-actions-for-site-reputation-abuse-yet\u002F517337\u002F\">Google confirms: No algorithmic actions for site reputation abuse yet\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Back in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmarch-2024-google-algorithm-and-search-industry-updates\u002F\">March search and industry update blog\u003C\u002Fa>, we covered the conclusion of the first Spam update of 2024. Alongside this update, Google also announced three new spam policies, one being the site reputation abuse policy which was due to come into effect in May. \u003C\u002Fp>\n\n\n\n\u003Cp>Contrary to speculation, sites that were being hit by algorithmic penalties concerning the site reputation abuse policy, Google’s Search Liaison, Danny Sullivan, confirmed that the algorithmic actions targeting site reputation abuse have not yet been launched:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"568\" height=\"339\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmay-2024-google-search-liason.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29026\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In addition to this, Sullivan also added that current manual actions only affect specific content and are not sitewide. However, he did not comment on the scope of the algorithmic actions once they have been rolled out. \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\" id=\"the-helpful-content-update-system-is-being-retired\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gsqi.com\u002Fmarketing-blog\u002Fgoogle-march-2024-core-update-helpful-content-system\u002F\">The Helpful Content Update system is being retired\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gsqi.com\u002Fmarketing-blog\u002Fgoogle-march-2024-core-update-helpful-content-system\u002F\">recent article published by Glenn Gabe\u003C\u002Fa>, he reflected on the March 2024 Google core update, highlighting the transition of Google’s helpful content system (HCS) into its core ranking system.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"an-overview-of-the-previous-helpful-content-system\">An overview of the previous helpful content system\u003C\u002Fh3>\n\n\n\n\u003Cp>Previously, the helpful content system was a separate classifier. This means that the old HCS classifier, evaluated websites at a site-wide level and could cause significant drops in rankings if a site was deemed to have “unhelpful content”. Since the release of the 2024 March Core Update, the HCS is now part of the core ranking system.  \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-the-helpful-content-system-has-changed-in-light-of-the-core-update\">How the helpful content system has changed in light of the core update\u003C\u002Fh3>\n\n\n\n\u003Cp>Now embedded into the core ranking system, the HCS now works alongside other systems to provide an overall evaluation of a website’s helpfulness. With this integrated approach, it means that a site with generally positive scores from some systems could still see a poor overall performance if the content helpfulness system scores it negatively.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"advice-for-seos-and-website-owners\">Advice for SEOs and website owners\u003C\u002Fh3>\n\n\n\n\u003Cp>Gabe wrapped up his article with one key piece of advice for SEOs and website owners, stating that if you experience a significant drop in positions, you must reevaluate your websites overall and not focus on individual pages. He hammers home the fact that we must no longer think of the helpful content system as a standalone system and need to remember that it is working in tandem with other systems to determine the helpfulness of content.\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\" id=\"may-a-volatile-month-for-serps\">\u003Ca rel=\"noreferrer noopener\" href=\"May: A volatile month for SERPs\">May: A volatile month for SERPs\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\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>For the past few weeks, Google Search has been particularly volatile, particularly from May 17th through to early June. Google has not officially reported any updates during this period so the causes behind these fluctuations remain uncertain. Despite the lack of confirmed reports from Google, the SEO community and website owners saw a significant surge in SEO-related discussions, and many tracking tools continue to display high volatility, surpassing previous levels.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1262\" height=\"652\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fmay-2024-google-search-volatility.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29024\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Google Search Volatility Tracking from Semrush (Image from \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fsensor?date=2024-06-02&db=UK\">\u003Cem>Semrush\u003C\u002Fem>\u003C\u002Fa>\u003Cem>)\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In possibly related news, SEO commentators like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Flilyraynyc\u002Fstatus\u002F1790296794347295007\">Lily Ray\u003C\u002Fa> have observed a surprising trend: large, popular brands are seeing significant increases in visibility seemingly overnight. These brands have started ranking higher for non-branded keywords, despite having much lower or nonexistent rankings just days before.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1060\" height=\"860\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Flily-ray-volatility-x.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29023\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fx.com\u002Flilyraynyc\u002Fstatus\u002F1790296794347295007\">\u003Cem>Lily Ray on X\u003C\u002Fem>\u003C\u002Fa>\u003Cem> (@lilyraynyc)\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Robin Fry, from Properllernet, explored this further, investigating the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.propellernet.co.uk\u002Fwhy-are-popular-brands-suddenly-winning-big-in-google-results\u002F\">potential causes as to why Google is favouring big brands\u003C\u002Fa> more than it has ever done before. The analysis suggests that these ranking increases are affecting service and blog pages rather than homepages. Even without content changes or relevant content on the ranked pages, these brands are surpassing other sites, clearly benefiting from their stronger brand names.\u003C\u002Fp>\n\n\n\n\u003Cp>Fry concludes that factors such as links, brand mentions, or user behaviour might play a role, or perhaps RankBrain or another AI element of the algorithm has improved in associating certain brands with specific keywords. However, this spike in visibility raises more questions than it answers.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Keep up-to-date with our dedicated \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">algorithm and search industry round-ups\u003C\u002Fa>. For any further information about these posts, or to learn how we can support you, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today.\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":168,"protected":210},29029,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1430,"_yoast_wpseo_metadesc":1431,"inline_featured_image":210,"footnotes":5},"May 2024 Google algorithm and search industry updates | Impression","During May, there was an apparent leak of Google Search API documents, causing a stir within the SEO community. Read all the updates for May 2024.",[821,222],[],[225],[1436,103,228,229,230,231,232,826,236],"post-29006",[],[],[1440,1441,1442,1443],{"path":183,"name":184},{"path":242,"name":243},{"path":141,"name":142},{"path":192,"name":167},{"thumbnail":1445,"medium":1446,"medium_large":1448,"large":1450,"1536x1536":1452,"2048x2048":1454,"post-thumbnail":1456,"12_col":1458,"default_landscape":1460,"default_portrait":1462,"6_col_and_margin_short":1464,"11_col_and_margin":1466,"9_col_rectangle":1468,"11_col":1470,"staff_image_696_600":1472,"rectangular_thumbnail":1474},{"url":172,"width":249,"height":249},{"url":1447,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=150",{"url":1449,"width":63,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=768",{"url":1451,"width":256,"height":257},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1453,"width":69,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1152",{"url":1455,"width":72,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1536",{"url":1457,"width":75,"height":76},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1459,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1461,"width":81,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1463,"width":55,"height":81},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1465,"width":75,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1467,"width":85,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1469,"width":87,"height":88},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1471,"width":90,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1473,"width":54,"height":55},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1475,"width":93,"height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fcloris-ying-CC0Py6CZBIc-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1477],{"id":212,"path":284,"display_name":4,"job_title":11,"description":6,"avatar_url":112,"acf":1478},{"full_bio":10,"job_title":11,"specialist_service_links":1479,"photo":1484},[1480,1482],{"page":1481,"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":1483,"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":1485},{"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-he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