[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002Fpage\u002F6":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":189,"head_links":192,"breadcrumbs":177,"posts":196,"pages":172,"head":1490},"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":173},"\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":172},[102,116,128,140,152,163],{"type_key":103,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":113},"post","February 2021 – Google Algorithm and Search Industry Updates","\u003Cp>As we do each month, we’ve brought together a roundup of the most important Google algorithm and search industry updates from February 2021. The traffic light system signals the importance and severity of the various updates, from green (most important) to red (least important). Over the course of this post, we discuss: Google Search Console […]\u003C\u002Fp>\n","\u002Fblog\u002Ffebruary-2021-google-algorithm-and-search-industry-updates\u002F","2022-02-07T16:48:13",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625503335_michal-kubalczyk-WecngmAT-KY-unsplash-1-scaled.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\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"type_key":103,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":121,"image":122,"authors":123,"category":125},"Redirection: 301 & 302 Redirects","\u003Cp>Redirection refers to the process of diverting a user or search engine crawler from the URL they requested to a different URL, which can be achieved by using a redirect. This blog takes a deep dive into redirection, exploring the different types of redirect; ways to implement redirects (using plugins or otherwise), and potential problems […]\u003C\u002Fp>\n","\u002Fblog\u002Fredirection-301-302-redirects\u002F","2022-02-07T16:48:16",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504485_frederick-tubiermont-pPyHkWYSFbk-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124],{"name":4,"image":112},{"to":126,"name":127},"\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F","Technical SEO",{"type_key":103,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":133,"image":134,"authors":135,"category":137},"COVID-19: The SEO Impact and How to Respond","\u003Cp>Throughout the world, we’ve felt the effects of coronavirus (COVID-19) across all areas of life. In addition to threatening lives, the outbreak has caused businesses to struggle and economies to falter, presenting an unprecedented challenge to decision-makers around the globe. Now more than ever, it’s vital that we push on and work together to make […]\u003C\u002Fp>\n","\u002Fblog\u002Fcovid-19-the-seo-impact-and-how-to-respond\u002F","2022-09-02T06:26:37",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504644_cdc-w9KEokhajKw-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[136],{"name":4,"image":112},{"to":138,"name":139},"\u002Fblog\u002Fcategory\u002Fcovid\u002F","COVID",{"type_key":103,"title":141,"excerpt":142,"to":143,"postedAt":144,"readingTime":145,"image":146,"authors":147,"category":149},"How to Use Heatmapping to Improve UX","\u003Cp>Heatmapping is an investigative technique that’s often used in conversation rate optimisation (CRO), the area of digital marketing which is concerned with increasing the profitability of a website by making more of its existing traffic. In essence, it involves analysing the journeys taken by site users in order to determine how the user experience (UX) […]\u003C\u002Fp>\n","\u002Fblog\u002Fuse-heatmapping-to-improve-ux\u002F","2022-02-07T16:48:18",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F91g9JjxQ-050720211625506279_Scroll-heatmap-Hotjar.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[148],{"name":4,"image":112},{"to":150,"name":151},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":103,"title":153,"excerpt":154,"to":155,"postedAt":156,"readingTime":145,"image":157,"authors":158,"category":160},"Using Search Intent to Shape a Content Strategy","\u003Cp>Understanding search intent has always been a vital aspect of creating content online. Sites that give searchers what they’re looking for have been popular forever, but with recent developments in digital marketing Google is now able to reward them as well. Google’s understanding of search intent is improving with developments to its natural language processing […]\u003C\u002Fp>\n","\u002Fblog\u002Fusing-search-intent-to-shape-a-content-strategy\u002F","2024-06-25T11:26:36","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FuwgFIcLd-050720211625506496_google-logo-on-a-phone-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[159],{"name":4,"image":112},{"to":161,"name":162},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":103,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":145,"image":168,"authors":169,"category":171},"What is the Google BERT Update?","\u003Cp>BERT is the latest Google algorithm update. Pandu Nayak, Google’s Vice President of Search, announced it in a post on Friday 25th October. One of the major updates of the last five years, BERT will revolutionise the way that Google processes search queries. At their core, search engines are designed to provide useful, relevant answers […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhat-is-the-google-bert-update\u002F","2022-02-07T16:48:20","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FhL42DYVt-050720211625507824_charles-leqrylJNYUQ-unsplash-1-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[170],{"name":4,"image":112},{"to":114,"name":115},"7",{"type":174,"style":175,"title":176,"heading":4,"intro":10,"services":12,"breadcrumbs":177,"photo":57,"social":189},"author","dark","Meet the Team",[178,181,184,187],{"path":179,"name":180},"\u002F","Home",{"path":182,"name":183},"\u002Fabout\u002F","About Us",{"path":185,"name":186},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":188,"name":4},null,{"twitter":190,"linkedin":191},"https:\u002F\u002Ftwitter.com\u002Ftheuring_seo","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fjonathantheuring\u002F",[193],{"rel":194,"href":195},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjonathan-theuring\u002F",[197,527,719,912,1106,1299],{"id":198,"date":199,"date_gmt":199,"guid":200,"modified":107,"modified_gmt":107,"slug":202,"status":19,"type":103,"link":106,"title":203,"content":204,"excerpt":207,"author":208,"featured_media":209,"comment_status":210,"ping_status":20,"sticky":206,"template":5,"format":211,"meta":212,"categories":215,"collections":218,"coauthors":219,"class_list":221,"acf":230,"head_links":231,"breadcrumbs":232,"url_path":106,"search_description":214,"featured_image_urls":239,"authors":274,"type_nicename":285,"reading_minutes":108,"category":286,"yoast_title":213,"yoast_meta":291,"yoast_json_ld":347,"_links":478},5957,"2021-03-02T12:10:40",{"rendered":201},"https:\u002F\u002Fimpression.test\u002Fblog\u002Ffebruary-2021-google-algorithm-and-search-industry-updates\u002F","february-2021-google-algorithm-and-search-industry-updates",{"rendered":104},{"rendered":205,"protected":206},"\n\u003Cp>As we do each month, we’ve brought together a roundup of the most important \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">Google algorithm and search industry updates\u003C\u002Fa> from February 2021. The traffic light system signals the importance and severity of the various updates, from green (most important) to red (least important).\u003C\u002Fp>\n\n\n\n\u003Cp>Over the course of this post, we discuss:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Google Search Console updates Discover report with Chrome data\u003C\u002Fli>\u003Cli>Changes to the boundaries on the Core Web Vitals report in Google Search Console\u003C\u002Fli>\u003Cli>Google has agreed to pay money to Australian news publishers\u003C\u002Fli>\u003Cli>Update to Google shopping results with ‘Black-owned’ label\u003C\u002Fli>\u003Cli>More info about domains has been added to the Google search results\u003C\u002Fli>\u003Cli>Google adds 12 new manual action penalties for Google Discover & Google News\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-search-console-updates-discover-report-with-chrome-data\">Google Search Console updates Discover report with Chrome data\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FymiqCd7g-Orange.png\" alt=\"This image has an empty alt attribute; its file name is Orange.png\" width=\"133\" height=\"133\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google has \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2021\u002F02\u002Fsearch-console-performance-discover-chrome\">updated the Discover report\u003C\u002Fa> in Search Console to include data from users who view content on the platform via the Chrome browser. The new data will be added to this report gradually over the course of the next few months.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"304\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FDzKuNFpiPHlnMlrIiVwEF90KngS8m21SD6z3AnIPGZglG-s4W-4XO7l34pg7WP-Pd7VlenVbdcoSVN9k5oxMAKuuAiEIKr0jsyVI1P3brh4wC4U7jNySyXgdNA4dbD5j02i-RaJS.png\">\u003C\u002Fp>\n\n\n\n\u003Cp>Prior to this, the data contained within this report was sourced only from Android and iOS users on the Google app.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-is-google-discover\">What is Google Discover?\u003C\u002Fh3>\n\n\n\n\u003Cp>Google Discover is a mobile experience that enables users to discover new content that they hadn’t previously considered viewing. The feature suggests content that’s unique to each user based on their search activity, application activity, location history, and location settings.\u003C\u002Fp>\n\n\n\n\u003Cp>You can find Google Discover by loading up a new tab in Chrome or using the Google app on a mobile device. The suggested pieces of content will appear at the bottom of the screen beneath the search bar.\u003C\u002Fp>\n\n\n\n\u003Cp>Until now, data from the Chrome browser was not included in Search Console’s Discover report.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-you\">\u003Cstrong>What does this mean for you?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>If you’re in the news publishing space or run a site with content that regularly features in Google Discover, the new update to the Discover report could mean that you see an increase in the reported levels of traffic to your site.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-changes-the-boundaries-on-the-core-web-vitals-report-in-search-console\">Google changes the boundaries on the Core Web Vitals report in Search Console\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FymiqCd7g-Orange.png\" alt=\"This image has an empty alt attribute; its file name is Orange.png\" width=\"156\" height=\"156\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>With plenty of updates to Search Console rolled out in February 2021, we’ve also seen a change made to the Core Web Vitals report (if you’re unsure about these new metrics, take a look at our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\">Guide to Core Web Vitals\u003C\u002Fa> to learn more). You can see what the report looks like in Search Console below:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"312\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FwTB-TQieuVo_wUFTpIPrZsSLNLFKae4ww1gM-chiWg_qzUQ4ZJ7tmcZrejiGSObPnBcjvz5r3YdwnjAIWw5JGGCEGC2Tq053iLkSYbEEc4LgA9aEERn7D3yWoHNHaGLZnluosKNf.png\">\u003C\u002Fp>\n\n\n\n\u003Cp>As of the 17th of February, a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-search-console-core-web-vitals-boundaries-new-30949.html#:~:text=Google%20Search%20Console%20Core%20Web%20Vitals%20Boundaries%20Changed%20On%20February%2017th,-Feb%2018%2C%202021&text=Google%20made%20a%20small%20change,less%20than%20or%20equal%20to.\">minor alteration was introduced\u003C\u002Fa> to the Search Console boundaries for URLs that are considered ‘good’, ‘needs improvement’, and ‘poor’ in relation to CLS, FID, and LCP: where the boundaries used to be < (less than) particular scores, this has now been changes to <= (less than or equal to).\u003C\u002Fp>\n\n\n\n\u003Cp>The boundaries are now as follows:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>LCP: \u003C\u002Fstrong>\u003Cspan class=\"has-inline-color has-vivid-green-cyan-color\">Good (<=2.5s); \u003C\u002Fspan>\u003Cspan class=\"has-inline-color has-luminous-vivid-amber-color\">needs improvement (<=4s);\u003C\u002Fspan> \u003Cspan class=\"has-inline-color has-vivid-red-color\">poor (>4s)\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cstrong>FID: \u003C\u002Fstrong>\u003Cspan class=\"has-inline-color has-vivid-green-cyan-color\">Good (<=100ms);\u003C\u002Fspan> \u003Cspan class=\"has-inline-color has-luminous-vivid-amber-color\">needs improvement (<=300ms);\u003C\u002Fspan> \u003Cspan class=\"has-inline-color has-vivid-red-color\">poor (>300ms)\u003C\u002Fspan>\u003C\u002Fli>\u003Cli>\u003Cstrong>CLS: \u003C\u002Fstrong>\u003Cspan class=\"has-inline-color has-vivid-green-cyan-color\">Good (<=0.1);\u003C\u002Fspan> \u003Cspan class=\"has-inline-color has-luminous-vivid-amber-color\">needs improvement (<=0.25);\u003C\u002Fspan> \u003Cspan class=\"has-inline-color has-vivid-red-color\">poor (>0.25)\u003C\u002Fspan>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-you\">\u003Cstrong>What does this mean for you?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst the change in boundaries may be relatively small, it could have a positive effect on your site’s Core Web Vitals metrics if you have URLs on the cusp of these boundaries.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, pages with an LCP score of 2.5s would previously have fallen into the ‘needs improvement’ category – they will now be classed as ‘good’. This change in category would have a positive effect on your site’s ranking capacity when the Core Web Vitals metrics are introduced to Google’s ranking algorithms in May 2021.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-has-agreed-to-pay-money-to-australian-news-publishers\">Google has agreed to pay money to Australian news publishers\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignleft is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fw5ObaZiK-Red.png\" alt=\"red traffic light\" width=\"144\" height=\"144\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>In \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjanuary-2021-google-algorithm-updates\u002F\">January’s search industry updates blog\u003C\u002Fa>, we discussed the Australian government’s proposed introduction of laws that would make tech giants like Google pay Australian media outlets to display links to news content in the Google News Showcase. \u003C\u002Fp>\n\n\n\n\u003Cp>There was a lot of friction between the two parties, with Google even considering withdrawing its services from the Australian market (the effects of which could have been disastrous for Australian news publishers and searchers alike).\u003C\u002Fp>\n\n\n\n\u003Cp>In what seems like a reversal of their position, Google has now stated that it will be paying news publishers that feature in News Showcase in the following \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fnews\u002Fgoogle-news-showcase-launches-australia\u002F\">4th February announcement\u003C\u002Fa>:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“Starting today, a growing number of Australian publishers, leading examples of the best of local and regional journalism, will be paid to provide content for News Showcase. The initial publishers featured in today’s launch were among the first globally to sign up, providing early feedback and input on how the product could help bring their journalism to the fore for readers.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-you\">\u003Cstrong>What does this mean for you?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This announcement is unlikely to have an effect on you unless you live in Australia. For Australian searchers and news publishers, however, this is really positive news: it looks like Google now won’t be pulling out of the Australian market, where its search engine currently accounts for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2021\u002F02\u002F01\u002Fgoogle-v-australia-who-will-prevail\">more than 90% of search\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>News outlets will no doubt be appreciative of the additional revenue that will now be coming in from Google.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-introduces-black-owned-label-in-google-shopping\">Google introduces ‘Black-owned’ label in Google Shopping\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fxe6tBjL7-Green.png\" alt=\"This image has an empty alt attribute; its file name is Green.png\" width=\"139\" height=\"139\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google has begun trialling a new label to help identify black-owned businesses the US Google Shopping tab. With February being black history month, Google is helping users find and support black-owned businesses, given that search demand for this has increased by 600% in the past year. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FEXuuh6MOotDHEMuADjeWYr91N6yYbf0vAWWtQ05kI_WJBwGBhBrfUzOiIh29OS746qsMNNVUFjmPn7JXcY41E6ruT38jj91syndLOXjLODEQ2-Tp1oTIbcPC13bbA-etRTbCsIZd.png\" alt=\"\"\u002F>\u003Cfigcaption>\u003Cem>Source: Google Trends\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Businesses can add the attribute in Google Merchant Center, with it being made available gradually in the US. It is currently only available in the US, and it is uncertain if it will be implemented in other countries in the future. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FmxEjlxjTlSGaMjgsJ4nwGKhBMQWd2HzftZs9GmOStpsn1SgPhoHU4GclVeK3DUQnCmoE6nwf8gQYLPJs8_oXZE-7UvNs2Qlfm9UlYEx8wUJ3GvdBoW0jdp6awCYpMjm3Hs9Qoppq.jpeg\" alt=\"\" width=\"205\" height=\"391\"\u002F>\u003Cfigcaption>\u003Cem>Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Foutreach-initiatives\u002Fsmall-business\u002Fblack-history-month-2021\u002F\">Google\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-you\">\u003Cstrong>What does this mean for you?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This badge is currently only available in the US, so it will only be relevant if you own a Google Merchant Center in the US itself. However, it will be interesting to see whether the popularity of the feature will result in it being made available in other countries in the near future.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-rolls-out-information-cards-about-domains-in-us\">Google rolls out information cards about domains in US\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignleft is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FymiqCd7g-Orange.png\" alt=\"This image has an empty alt attribute; its file name is Orange.png\" width=\"145\" height=\"145\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google is trialling a new feature that allows users to find out more information about a website before clicking onto it. Users can click onto three dots in the top right corner of a result and find out information such as the age of the domain, whether it’s on HTTPS and whether it’s an organic or paid result.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FCGwIHf8eNj87acUFbh3xm9tNZFZZ5-XKYpFC0NokNqQcSibp-sRNp4dcPhq3V_f1e4OoEsblbnpUD1PZYwwBDbQtvBodCIzvDmQnUbBCvHct2ZuPYgwc9-cjwzojqv5FrFbRCfM0.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The search engine giant has announced that domains with a Wikipedia profile will be automatically eligible for this new feature. There are no actions that can be taken on-site to add this functionality. \u003C\u002Fp>\n\n\n\n\u003Cp>This new feature has now rolled out across US results in English across desktop and mobile. It is currently in beta testing mode, so will likely change in the new future. Google has not announced when it will become available in other countries.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-you\">\u003Cstrong>What does this mean for you?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>This new feature follows Google’s trend of trying to provide as much information as possible to users in the SERP itself, rather than having users click onto websites. On one hand, Google argues that this helps the user make more informed decisions, while on the other hand people can argue that this benefits larger domains with Wikipedia profiles, consequently making it harder for smaller businesses to compete in organic search results. \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:39px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-adds-12-new-types-of-manual-action-penalty\">Google adds 12 new types of manual action penalty\u003C\u002Fh2>\n\n\n\n\u003Cp>Google has introduced \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-adds-12-new-types-of-manual-action-penalties\u002F395539\u002F#close\">12 new types of manual action penalties\u003C\u002Fa> related to violations of its Google News & Google Discover policies. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FymiqCd7g-Orange.png\" alt=\"This image has an empty alt attribute; its file name is Orange.png\" width=\"157\" height=\"157\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Previously, manual actions were only applicable to search results, with a human reviewer issuing the action if a website was not compliant with Google’s policy. Receiving a manual action could mean that your website is ranked lower in Google Search. It is still unclear what the repercussions of the new manual actions for News & Discover will be.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-are-the-new-manual-action-penalties\">What are the new manual action penalties?\u003C\u002Fh3>\n\n\n\n\u003Cp>Some of the new \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F9044175?hl=en#zippy=%2Cnews-and-discover-policy-violations\">manual action penalties\u003C\u002Fa> are split between Google News & Google Discover, whereas the others relate to both.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Google News\u003C\u002Fstrong>:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Violation of transparency policy – You must include dates, authors, a clear byline, as well as information and contact details for the publication.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Google Discover\u003C\u002Fstrong>:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Misleading content – If the content of a story\u002Farticle does not reflect the byline, Google can issue a manual action for misleading readers.\u003C\u002Fli>\u003Cli>Adult themed content – Google can now issue manual actions for sexually explicit content and\u002For nudity within Discover.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Google News & Discover\u003C\u002Fstrong>:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Dangerous content – Any content that could cause serious and immediate harm to people or animals.\u003C\u002Fli>\u003Cli>Harassing content – Content which contains harassment, bullying, or is deemed threatening.\u003C\u002Fli>\u003Cli>Hateful content – Any content that incites hatred.\u003C\u002Fli>\u003Cli>Manipulated media –  Audio, video or image content that has been manipulated to deceive, defraud, or mislead.\u003C\u002Fli>\u003Cli>Medical content – Content aimed at providing medical advice, diagnosis or treatment for commercial purposes.\u003C\u002Fli>\u003Cli>Sexually explicit content – Articles which contain explicit sexual imagery or videos.\u003C\u002Fli>\u003Cli>Terrorist content – Google has detected content that promotes terrorist or extremist acts.\u003C\u002Fli>\u003Cli>Violence and gore content –  Content that incites or glorifies violence. \u003C\u002Fli>\u003Cli>Vulgar language and profanity –  Articles which contain gratuitous obscenities or profanities.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-you\">\u003Cstrong>What does this mean for you?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>If your content appears on either Google News or Google Discover, you must ensure that it meets expectations set out in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fadvanced\u002Fguidelines\u002Fwebmaster-guidelines?visit_id=637502735275587703-2669244503&rd=1#quality_guidelines\">webmaster guidelines.\u003C\u002Fa> If you were to receive a manual action for violating the policies in place, your website could be penalised and potentially lose its rankings. \u003C\u002Fp>\n\n\n\n\u003Cp>Manual actions will appear in Google Search Console under the ‘Security & Manual Actions’ tab. You would also receive an email notification were you to receive a manual action.\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n",false,{"rendered":105,"protected":206},42,7697,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":213,"_yoast_wpseo_metadesc":214,"inline_featured_image":206,"footnotes":5},"Feb 2021 - Google Algorithm & Search Industry Updates | Impression","This Impression post explores the key Google algorithm and search industry updates from February 2021, explaining what they mean for you. Learn more 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This blog takes a deep dive into redirection, exploring the different types of redirect; ways to implement redirects (using plugins or otherwise), and potential problems with redirection.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-different-types-of-redirect\">The Different Types of Redirect\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-are-301-redirects\">What Are 301 Redirects?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#when-should-you-use-a-301-redirect\">When Should You Use a 301 Redirect?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#302-redirects\">302 Redirects\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#when-should-you-use-a-302-redirect\">When Should You Use a 302 Redirect?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#307-redirects\">307 Redirects\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-is-a-meta-refresh\">What Is a Meta Refresh?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ways-to-implement-redirects\">Ways to Implement Redirects\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#using-the-redirection-plugin-for-wordpress\">Using the Redirection Plugin for WordPress\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#implementing-redirects-for-apache-sites\">Implementing Redirects for Apache Sites\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#creating-a-redirect-for-a-windows-iis-site\">Creating a Redirect for a Windows\u002FIIS Site\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#potential-problems-with-redirection\">Potential Problems with Redirection\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#too-many-redirects-error\">Too Many Redirects Error\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#redirect-chains\">Redirect Chains\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#conclusion\">Conclusion\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-different-types-of-redirect\">The Different Types of Redirect\u003C\u002Fh2>\n\n\n\n\u003Cp>Several different types of redirect exist, each with their own \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-to-status-codes\u002F\">HTTP status code\u003C\u002Fa>:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>301 redirect (moved permanently)\u003C\u002Fli>\u003Cli>302 redirect (found\u002Fmoved temporarily)\u003C\u002Fli>\u003Cli>307 redirect (moved temporarily) \u003C\u002Fli>\u003Cli>Meta refresh\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>301 redirects are the most common form and should be used in the vast majority of cases. Aside from 302s redirects, the other types should generally be avoided (more on this in a moment).\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-are-301-redirects\">What Are 301 Redirects?\u003C\u002Fh3>\n\n\n\n\u003Cp>301 redirects are used to permanently redirect a URL to another location. When a user visits a URL that has been redirected elsewhere via a 301, their browser requests access to the page and the server responds by stating that the URL has been permanently redirected. As a result, the browser takes the user to the new URL.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>For most redirection tasks, we would implement a permanent 301 redirect. There are SEO benefits to using a 301 redirect rather than one of the other types, the most important of which relates to link equity. When a 301 redirect is used, most of the link equity from the original page is passed on to the recipient page. Google’s Gary Illyes has even stated that no PageRank will be lost:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed-twitter wp-block-embed is-type-rich is-provider-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">30x redirects don't lose PageRank anymore.\u003C\u002Fp>— Gary 鯨理／경리 Illyes (@methode) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fmethode\u002Fstatus\u002F757923179641839616?ref_src=twsrc%5Etfw\">July 26, 2016\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"when-should-you-use-a-301-redirect\">When Should You Use a 301 Redirect?\u003C\u002Fh3>\n\n\n\n\u003Cp>There are many situations in which you should use a 301 redirect. For example, when a particular page is outdated and has been replaced with another page, a 301 is used to redirect users from the old URL to its replacement. Equally, this can apply to an entire site refresh: if the new version of the site has different URLs to the original, you would use 301 redirects to divert users towards the new set of URLs.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The most widely applicable use of 301 redirects is to reroute users towards the full version of a site’s URL (including the ‘www’). When navigating towards a site, users often miss off this part of the URL to save time, entering sitename.com as opposed to www.sitename.com. It’s important to redirect users to the full URL to avoid canonicalisation errors. Following the same logic, site-wide 301 redirects are also used to divert users in the following scenarios:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>When a user enters a http URL instead of a https.\u003C\u002Fli>\u003Cli>If uppercase letters are used instead of lowercase.\u003C\u002Fli>\u003Cli>When the trailing slash is omitted (e.g. https:\u002F\u002Fwww.websitename\u002Fpage instead of https:\u002F\u002Fwww.websitename\u002Fpage\u002F).\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Whilst browsing the Internet, you might also come across another interesting usage for 301 redirects. As part of their digital marketing strategies, large brands will often purchase other domains and use 301 redirects to divert visitors towards the URL of their main site, thereby increasing traffic and accruing link equity.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>In some cases, these URLs will be variations of the main site name (or even misspellings), ensuring that users reach the site even if they input the URL incorrectly – for example, try navigating to \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Ffacebock.com\">facebock.com\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgoogl.com\">googl.com\u003C\u002Fa>. Other brands purchase high authority domains that are relevant to them purely as an off-page SEO tactic (the digital equivalent of mergers and acquisitions).\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"302-redirects\">302 Redirects\u003C\u002Fh3>\n\n\n\n\u003Cp>A 302 redirect is used to indicate that a page or site has moved on a temporary basis. The lesser-used cousin of the 301, it is recommended that you avoid 302s in most cases due to issues with indexing. When a 302 redirect is implemented, search engines will take much longer to index the destination URL, during which time no link equity will be passed along. After a while, the 302 will eventually be treated as a permanent 301. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"when-should-you-use-a-302-redirect\">When Should You Use a 302 Redirect?\u003C\u002Fh3>\n\n\n\n\u003Cp>You should only ever consider using a 302 redirect if you intend to bring the old page or site back at some point. During a site update or redesign, for example, you could use a 302 to send users to another page whilst the developers are working on the old one. We also use 302 redirects during \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002Fab-testing\u002F\">A\u002FB testing\u003C\u002Fa> and to experiment with a new page design, allowing us to test how users respond to a new page without affecting the rankings of the old page.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"307-redirects\">307 Redirects\u003C\u002Fh3>\n\n\n\n\u003Cp>307 redirects are the successor to temporary 302 redirects under HTTP 1.1, the current Hypertext Transfer Protocol that determines how URLs work. Technically, 302s now mean “found” instead of “moved temporarily” as they did under HTTP 1.0 (although they still perform the same function). \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this may all seem pretty confusing, you don’t really need to worry about it. In practice, SEOs almost always use 302s for temporary redirects instead of 307s because of the way they are viewed by search engines: search engines unanimously treat 302s as temporary redirects. Most search engines interpret 307s in the same way as 302s, but not in all cases.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-is-a-meta-refresh\">What Is a Meta Refresh?\u003C\u002Fh3>\n\n\n\n\u003Cp>A meta refresh is a form of redirect that works through individual pages rather than the server. You should avoid using a meta refresh because they pass less link equity along and take much longer to load than other forms of redirect. In the past, you may have seen URLs that prompt you to ‘click here if you are not redirected in 5 seconds’ – these would have been redirected using a meta refresh.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ways-to-implement-redirects\">Ways to Implement Redirects\u003C\u002Fh2>\n\n\n\n\u003Cp>As we’ve established, the use of 301 redirects is preferable in the vast majority of cases. Once you’ve decided which redirect to implement, however, there are multiple methods of doing so depending on the type of web server that your site runs on (such as Apache or Windows\u002FIIS).\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"using-the-redirection-plugin-for-wordpress\">Using the Redirection Plugin for WordPress\u003C\u002Fh3>\n\n\n\n\u003Cp>If your content management system (CMS) is WordPress, then the whole process is remarkably easy to complete using the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwordpress.org\u002Fplugins\u002Fredirection\u002F\">Redirection plugin\u003C\u002Fa>: \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The first step is to install the Redirection plugin by downloading it, unzipping it, and uploading the Redirection directory to your \u002Fwp-content\u002Fplugins directory. \u003C\u002Fli>\u003Cli>Next, enable it via the plugin management page in WordPress.\u003C\u002Fli>\u003Cli>Finally, you’ll be able to find Redirection under Tools.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The Redirection plugin makes it easy to implement 301 redirects by simply inputting the source URL and target URL as in the image below.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FNwzTiFHoqypf0YC2UJgf2uY17K37J2_ojFj9ksJ-kbkJY_wTvRXmfcNCBc47IGTc3Xkm1d5ANgugt3x8_Xr8YQqr4C-DsZhUBXnQgDV2V-E7XRZ8TbJeXb7qCo728GWIDmpoDIv5.png\" alt=\"The Redirection plugin interface\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Unfortunately, if you don’t use WordPress as your CMS, then the process of implementing a 301 redirect is a little more complicated (but still manageable if you’re willing to persevere). Use the instructions below if your site runs on Apache or Windows\u002FIIS.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"implementing-redirects-for-apache-sites\">Implementing Redirects for Apache Sites\u003C\u002Fh3>\n\n\n\n\u003Cp>To implement a 301 redirect on a site that runs on Apache, you’ll first need to locate your .htaccess file. Open up your file transfer protocol (FTP) and enable your FTP browser. Next, you’ll need to log in, then open up your root web folder (also known as root directory, root folder, or document root). You should find your .htaccess file in this folder.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>IMPORTANT NOTE:\u003C\u002Fstrong> if there’s no .htaccess file there, you’ll need to create one. For instructions on how to create a .htaccess file, look for a tutorial that’s specific to your FTP.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Once you’ve located your .htaccess file, open it up using a HTML or code editor such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcode.visualstudio.com\u002F\">Visual Studio Code\u003C\u002Fa>. Now you need to insert a line in this file that instructs the server on what to do, which differs depending on whether you want to redirect a page or a whole site.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>To implement a 301 redirect on an individual page, add a line with the following format (replacing the URLs with your own):\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>RedirectPermanent \u002Fold-file.html http:\u002F\u002Fwww.domain.com\u002Fnew-file.html\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Should you need to 301 direct your entire site, add a line with this format instead (again, replace the URL with your own):\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>RedirectPermanent \u002F http:\u002F\u002Fwww.new-domain.com\u002F\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>With your additional line inserted, add an extra blank line at the bottom of the .htaccess file (sometimes referred to as an “endline”). Now it’s time to test out your redirection by visiting the relevant URL in your browser.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"creating-a-redirect-for-a-windows-iis-site\">Creating a Redirect for a Windows\u002FIIS Site\u003C\u002Fh3>\n\n\n\n\u003Cp>To create a redirect for a Windows\u002FIIS site, follow these instructions carefully:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Navigate to the Internet Information Services (IIS) Manager (Start > Administrative Tools > IIS Manager).\u003C\u002Fli>\u003Cli>Select the relevant website from the list of your sites in the left-hand panel.\u003C\u002Fli>\u003Cli>Check that the URL Rewrite module is present; if not, install it \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.iis.net\u002Fdownloads\u002Fmicrosoft\u002Furl-rewrite\">here\u003C\u002Fa>.\u003C\u002Fli>\u003Cli>Open URL Rewrite, then click Add Rules > Blank Rule > OK.\u003C\u002Fli>\u003Cli>Give the rule a suitable, identifiable name.\u003C\u002Fli>\u003Cli>Go to the Match URL Panel, choose Matches the Pattern for the requested URL, and select Using as Regular Expressions.\u003C\u002Fli>\u003Cli>The Pattern field is where you specify the page that you want to redirect. As with Apache, the process differs for a single page or entire domain:\u003Cul>\u003Cli> If you want to redirect a single page, input the path and page name from the URL (to redirect this blog, we would input \u002Fblog\u002Fredirection-301-302-redirects).\u003C\u002Fli>\u003Cli>To redirect the whole site, just put (.*) under Pattern.\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fli>\u003Cli>Next, scroll down the Action panel. You’ll see an Action Type drop-down menu – select Redirect.\u003C\u002Fli>\u003Cli>Under Action Properties, input the destination URL. Should you wish to redirect the entire site, type in the new URL followed by {R:0}.\u003C\u002Fli>\u003Cli>If you’re using tracking parameters and you’d like these to be carried over, tick Append Query String.\u003C\u002Fli>\u003Cli>In the Redirect Type field, click Permanent (301) and then click Apply in the Actions column.\u003C\u002Fli>\u003Cli>Finally, test out your redirection by visiting the original URL in your browser.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"potential-problems-with-redirection\">Potential Problems with Redirection\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve covered the different types of redirect, their uses, and various implementation methods, but haven’t touched upon any of the potential complications associated with redirection just yet. Used correctly, redirects are a helpful way of diverting users to the content you want them to see and transferring link equity at the same. There can be issues, however, if redirects are used excessively.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"too-many-redirects-error\">Too Many Redirects Error\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst browsing, you may have come across the error message “ERR_TOO_MANY_REDIRECTS.” As the name suggests, this occurs when too many redirects have been attempted on a particular page of a site. The too many redirects error is often associated with a redirect loop, a situation in which URL A is redirected to URL B and then back again ad infinitum. It’s important to be careful when implementing 301 redirects, ensuring that you avoid any troubles with redirect loops. (You can use a website crawling tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.deepcrawl.com\u002F\">DeepCrawl\u003C\u002Fa> to identify existing redirect loops on your site.)\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FjqT95PgkSZtPidvoCf5z4HsH0P7zqMNSRjvdCwJ9xtx0FcKZrUb1DeyyFgyLmIwEufGOIGmcy2gEWV2nlWznPiwWXO0xrHeg_sBoeUtBIOlJ1pfAX0oAffhd1-lZu-64Vy0XrCzX.png\" alt=\"Redirect loop error message\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"redirect-chains\">Redirect Chains\u003C\u002Fh3>\n\n\n\n\u003Cp>Whilst redirect loops involve an endless series of redirects between two URLs, a redirect chain occurs when one URL redirects to another then another (and so on). Redirect chains slow down the speed at which the destination page will load, causing problems from a user experience (UX) perspective. During the time it takes to arrive at the final page, many users would have left the site.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>There are also SEO issues associated with redirect chains. According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fheres-how-to-keep-301-redirects-from-ruining-your-seo\">Moz\u003C\u002Fa>, each step in a redirect chain causes around 10% of link equity to be lost. Theoretically, then, a long series of 301 redirects could result in the total depletion of link equity by the time you get to the final destination URL in the series. Multiple redirect chains across a site can have aggregate effects on its authority as a whole.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Rather than using a chain of redirects when a page on your site is repeatedly updated over the years, cut out the middleman by implementing a 301 redirect straight from the source URL to the destination URL. To check if there are redirect chains already in place on your site, use a tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.deepcrawl.com\u002F\">DeepCrawl\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"conclusion\">Conclusion\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve covered a lot of ground regarding redirection over the course of this blog, so it might be helpful to finish off with a quick roundup of the key takeaways. At the beginning, we looked at the different kinds of redirects including 301s (moved permanently); 302s (found\u002Fmoved temporarily); 307s (the HTTP 1.1 version of moved temporarily), and meta refreshes. You should be using 301 redirects in most cases, but 302s can be used if you plan on restoring the old page.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Next up, we explored three different ways to implement redirects depending on the web server that your site runs on. For WordPress users, the process is made easy by using the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwordpress.org\u002Fplugins\u002Fredirection\u002F\">Redirection plugin\u003C\u002Fa>. If your site is on Apache, you’ll need to edit your .htaccess file (follow the instructions outlined above). Redirects can be implemented on Windows\u002FIIS sites using the IIS Manager. The final section explained some common redirection errors and how to avoid them, including redirect loops (the too many redirects error) and redirect chains.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Hopefully this guide has provided you with some insight into redirection and helped you to implement redirects on your site. If you need help with any aspect of your digital marketing, don’t hesitate to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>!\u003Cbr>\u003C\u002Fp>\n",{"rendered":118,"protected":206},7805,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":539,"inline_featured_image":206,"footnotes":5},"Want to learn about redirection? This Impression blog covers different redirect types, implementation, plugins, and potential issues. Find out more here.",[208],[],[220],[544,103,223,224,225,226,227,545],"post-5280","category-technical-seo",[],[],[549,550,551,552],{"path":179,"name":180},{"path":235,"name":236},{"path":126,"name":127},{"path":188,"name":553},"Redirection: 301 & 302 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301 & 302 Redirects - Impression",[600,601,602,603,605,606,607,608,609,610,611,612,614,616,618,619,621,622,623,624,625],{"property":293,"content":598},{"property":295,"content":539},{"name":297,"content":298},{"property":194,"content":604},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fredirection-301-302-redirects\u002F",{"name":302,"content":303},{"property":305,"content":306},{"property":308,"content":598},{"property":310,"content":539},{"property":312,"content":604},{"property":314,"content":315},{"property":317,"content":318},{"property":320,"content":613},"2020-05-05T12:50:40+00:00",{"property":323,"content":615},"2022-02-07T16:48:16+00:00",{"property":326,"content":617},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504485_frederick-tubiermont-pPyHkWYSFbk-unsplash-scaled.jpg?auto=compress%2Cformat",{"property":329,"content":330},{"property":332,"content":620},1764,{"property":335,"content":336},{"property":174,"content":4},{"property":339,"content":340},{"property":342,"content":343},{"property":345,"content":346},{"@context":348,"@graph":627},[628,643,649,650,657,661,679],{"@type":285,"@id":629,"isPartOf":630,"author":631,"headline":117,"datePublished":613,"dateModified":615,"mainEntityOfPage":632,"wordCount":633,"commentCount":25,"publisher":634,"image":635,"thumbnailUrl":637,"articleSection":638,"inLanguage":363,"potentialAction":639},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fredirection-301-302-redirects\u002F#article",{"@id":604},{"name":4,"@id":354},{"@id":604},2184,{"@id":358},{"@id":636},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fredirection-301-302-redirects\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504485_frederick-tubiermont-pPyHkWYSFbk-unsplash-scaled.jpg?auto=compress%2Cformat&q=90",[127],[640],{"@type":366,"name":367,"target":641},[642],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fredirection-301-302-redirects\u002F#respond",{"@type":371,"@id":604,"url":604,"name":598,"isPartOf":644,"primaryImageOfPage":645,"image":646,"thumbnailUrl":637,"datePublished":613,"dateModified":615,"description":539,"breadcrumb":647,"inLanguage":378},{"@id":373},{"@id":636},{"@id":636},{"@id":648},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fredirection-301-302-redirects\u002F#breadcrumb",{"@type":380,"inLanguage":363,"@id":636,"url":637,"contentUrl":637,"width":330,"height":620},{"@type":382,"@id":648,"itemListElement":651},[652,653,654,656],{"@type":385,"position":217,"name":180,"item":386},{"@type":385,"position":388,"name":236,"item":389},{"@type":385,"position":391,"name":127,"item":655},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",{"@type":385,"position":394,"name":117},{"@type":396,"@id":373,"url":386,"name":315,"description":5,"publisher":658,"inLanguage":363,"potentialAction":659},{"@id":398},{"@type":400,"target":660,"query-input":404},{"@type":402,"urlTemplate":403},{"@type":406,"@id":398,"name":315,"url":386,"logo":662,"image":412,"sameAs":663,"@context":417,"email":418,"foundingDate":419,"legalName":420,"vatID":421,"description":422,"telephone":423,"address":664,"location":665,"areaServed":675},{"@type":380,"inLanguage":363,"@id":408,"url":409,"contentUrl":409,"width":410,"height":411,"caption":315},[414,415,416],{"@type":425,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":430},[666,669,672],{"@type":433,"name":434,"geo":667,"address":668,"photo":412,"telephone":440},{"@type":436,"latitude":437,"longitude":438},{"@type":425,"streetAddress":426,"addressLocality":427,"addressRegion":428,"postalCode":429,"addressCountry":430},{"@type":433,"name":442,"geo":670,"address":671,"photo":451,"telephone":452},{"@type":436,"latitude":444,"longitude":445},{"@type":425,"streetAddress":447,"addressLocality":448,"addressRegion":449,"postalCode":450,"addressCountry":430},{"@type":433,"name":454,"geo":673,"address":674},{"@type":436,"latitude":456,"longitude":457},{"@type":425,"streetAddress":459,"addressLocality":460,"addressRegion":461,"postalCode":462,"addressCountry":463},[676,677,678],{"@type":466,"name":467},{"@type":466,"name":469},{"@type":466,"name":463},{"@type":472,"@id":473,"name":4,"image":680,"description":6,"sameAs":681,"url":195},{"@type":380,"inLanguage":363,"@id":475,"url":8,"contentUrl":8,"caption":4},[191,477],{"self":683,"collection":688,"about":690,"author":692,"replies":694,"version-history":697,"predecessor-version":700,"wp:featuredmedia":704,"wp:attachment":707,"wp:term":710,"curies":717},[684],{"href":685,"targetHints":686},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5280",{"allow":687},[484,485,486,487,488],[689],{"href":491},[691],{"href":494},[693],{"embeddable":98,"href":497},[695],{"embeddable":98,"href":696},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5280",[698],{"count":217,"href":699},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F528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the world, we’ve felt the effects of coronavirus (COVID-19) across all areas of life. In addition to threatening lives, the outbreak has caused businesses to struggle and economies to falter, presenting an unprecedented challenge to decision-makers around the globe. Now more than ever, it’s vital that we push on and work together to make it through this difficult time.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The COVID-19 pandemic has affected different industries in different ways. According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hospitalityandcateringnews.com\u002F2020\u002F03\u002Fcovid-19-impact-hospitality-industry-now-catastrophic-says-uk-hospitality\u002F\">UK Hospitality\u003C\u002Fa>, the impact on the hospitality industry has been “catastrophic” so far, with companies closing or switching to a delivery service following the lockdown; meanwhile, the work-from-home policy has seen the video conferencing industry skyrocket, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.cmcmarkets.com\u002Fen-gb\u002Fopto\u002Fzoom-share-price-what-to-expect-in-q4-earnings\">share price increases\u003C\u002Fa> for major players like Zoom.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Reflecting the volatility of the business world, we’ve also seen the organic search landscape undergo considerable changes over the past days and weeks. Organic performance has plummeted in certain verticals whilst soaring in others, with knock-on effects on the digital marketing industry as a whole. Although SERP volatility has been lower than expected, position changes have tended to favour more official sites, with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pathinteractive.com\u002Fblog\u002Fseo\u002Fimpact-of-the-coronavirus-covid-19-on-google-organic-search-visibility\u002F\">governments and NGOs shooting up the Google rankings\u003C\u002Fa>.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The purpose of this article is to piece together the effects of the outbreak on organic search and provide actionable advice to businesses and SEOs. We’ll explore the SEO impact that the virus has had on a range of industries, as well as examining some individual websites more closely. To conclude, we’ll discuss why businesses should keep investing in digital marketing to pull through and the practical steps that SEOs can take to help them achieve this.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#impact-on-organic-search\">Impact on Organic Search\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#coronavirus-covid-19-serp-features\">Coronavirus (COVID-19) SERP Features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#organic-performance-across-different-industries\">Organic Performance Across Different Industries\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-should-businesses-and-seos-respond\">How Should Businesses and SEOs Respond?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#content-writing\">Content Writing\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#instil-confidence-and-trust\">Instil Confidence and Trust\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#technical-seo-page-speed-and-crawlability\">Technical SEO: Page Speed and Crawlability\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#rounding-up\">Rounding Up\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"impact-on-organic-search\">Impact on Organic Search\u003C\u002Fh2>\n\n\n\n\u003Cp>In recent weeks, the SEO community has been abuzz with commentary on the impact of the COVID-19 outbreak on organic search. With significant drops in organic performance across certain verticals and new SERP features emerging, there has been lots for SEOs to discuss.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"coronavirus-covid-19-serp-features\">Coronavirus (COVID-19) SERP Features\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pathinteractive.com\u002Fblog\u002Fseo\u002Fimpact-of-the-coronavirus-covid-19-on-google-organic-search-visibility\u002F\">Lily Ray at Path Interactive\u003C\u002Fa> noted that the first significant change came with the release of several new SERP features designed to provide users with crucial information about coronavirus (COVID-19). Triggered by coronavirus-related searches, the new knowledge panels gather information from sources such as the NHS, the Centre for Disease Control, and the World Health Organisation:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FEoWUyikJkNa_26cbIKsyKhIZ_QrFRUgdsv-xcZxQy4bjOFDZhUQIYn_Ua1pSq9AbBrijAJcfcnEcUWpxI00t4xofY5s1h9vBSU0QFT9EJEeQM8tk5ngKREXtF-FGRJPPNEJYCqtL.png\" alt=\"Coronavirus (COVID-19) SERP Features\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FahpvU3utCMXS0MALkWwTwaksWW_cQbF-8yCmQtHe5s_utifDj5BD7YkhTJfWD-hdaM7LLP1jMU7ItUGZbHSQdnfggF53phZt-SCUjFiPna6FnZm6UFOgXKlnATaPLqbcZDotBKwC.png\" alt=\"Coronavirus (COVID-19) SERP Features\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Impression’s Ian Humphreys added here that “Google has enabled their SOS alert SERP features and has made changes to their algorithm to provide higher authoritative organic search results for all related queries.” Positioned at the top of the coronavirus-related SERPs, this feature warns users of the current emergency status of the COVID-19 pandemic and allows users to share the alert:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FTgbynA8yNI-iw7_sIO4tWB7qm51XLiq5obzfn3xtHFbUjBxwHdWkS3qiElcBueLHcUzxMgLwmNOwbwAgyoSxtYqxQLoUhEoIQXtfI_tZYCLDzHzFvo6tZevlOkbCq6_-wmVeMMqS.png\" alt=\"Coronavirus (COVID-19) SERP Features\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:28px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>As Ian also points out, “these SERP features are not only present for general COVID-19 search queries but can also be found within industry-specific verticals.” The events industry has been hit hard by the outbreak. With a lot of countries now on lockdown, it is likely that online information about events will be incorrect. In response, Google has replace the events SERP feature with the following message:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FmvVBvlDpvyumLioRy-ydJIgF0vKnOZ_hO6d0IkmDoOqbeENVcHQGwQThqoHGPQgnhTp52ROlalZs6-g8_3pR1Xbzww3ey6SSka5ig9T75LUZxItQgbjKG_24FeD35ycDhNGkXle.png\" alt=\"Coronavirus (COVID-19) SERP Features\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>We may see further updates in the form of new SERP features or updates to existing ones, particularly in relation to industries that have been affected in the offline world. For example, the film industry has ground to a halt as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ffilm\u002F2020\u002Fmar\u002F17\u002Fcinemas-across-the-uk-to-shut-in-response-to-coronavirus-odeon-cineworld\">cinemas are closed throughout the UK\u003C\u002Fa>, but there don’t seem to have been updates to the featured snippets that list film times just yet.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"organic-performance-across-different-industries\">Organic Performance Across Different Industries\u003C\u002Fh3>\n\n\n\n\u003Cp>Periods of instability and economic uncertainty tend to have diverse effects on different businesses, and this certainly applies in the case of the coronavirus (COVID-19) outbreak. Much of the discussion regarding the SEO impact of the pandemic has centred on the notable variation in organic performance across different industries.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnickleroy.com\u002Fblog-posts\u002Fcovid19-impact\u002F\">Nick LeRoy\u003C\u002Fa> was amongst the first to comment on this phenomenon. Analysing data from 10 anonymised sites across a range of verticals, Nick reported the most significant week-on-week (WoW) changes in organic sessions and revenue during the period 12th Match to 16th March:\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>An ecommerce site that sells “very niche” commercial machinery suffered a 25% drop in organic sessions and a 35% decrease in organic revenue WoW.\u003C\u002Fli>\u003Cli>An online health food shop saw a 56% increase in organic sessions and an incredible 188% increase in organic revenue WoW.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Whilst these individual sites are not representative of entire industries, SimilarWeb has helpfully provided daily updates on cross-sector changes to website traffic over the past 28 days. This data also encompasses traffic from direct, paid, and social sources, but we would expect to observe roughly proportional changes if purely organic traffic was investigated.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>According to the most recent \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.similarweb.com\u002Fcoronavirus\">SimilarWeb report\u003C\u002Fa>, the travel and tourism sector has been worst affected, with a 32.52% decrease in traffic for car rental sites; a 34.02% decrease for air travel sites, and a staggering 38.83% decrease for accommodation and hotel sites. On a more positive note, food delivery sites have seen a 7.80% uptick in traffic, along with a 9.07% increase for TV and movie streaming sites. \u003Ca href=\"https:\u002F\u002Fwww.fenews.co.uk\u002Fpress-releases\u002F44238-the-open-university-s-free-online-learning-site-sees-50-boost-in-visitors\">Further Education News\u003C\u002Fa> reported that traffic to e-learning sites is increasing, too, with The Open University’s platform seeing a 50% increase in daily sessions.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Collating the recent reports on industry-specific performance, the main winners have been remote software sites. The \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Flearn.g2.com\u002Fcoronavirus-changes-the-way-we-use-software\">G2 report\u003C\u002Fa> concerning the influence of the COVID-19 crisis on software usage has highlighted that downloads via its marketplace have increased significantly for remote work, learning, and entertainment platforms: over the past month, the relative growth in downloads of audio-conferencing software was 565% compared to 52% for virtual reality social platforms.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>The rising level of demand for remote software through the G2 marketplace is mirrored by a surge in organic traffic to websites in this category. Zoom, for example, has seen a 136% increase in organic sessions since the beginning of 2020, rising from 2,153,643 per month to 5,079,582:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F9QT9NraFaHpfZ0-_3hLBovFOR4NKiHQlLeeCVS1Udvd7qsRVM2D66sk2JI-9-OEwrhEfINRPZ60DSNq7WSTF89QkauyiIh7-9gKhvrVD-4nETP9Vfmu0HofIndTq-zk_u2z-urb.png\" alt=\"Graph showing the 136% increase in monthly organic sessions for video conferencing site, Zoom.\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Anecdotal evidence from a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FMarie_Haynes\u002Fstatus\u002F1239912867899547648?__mixins=function%20a()%7Bthis.__observableEvents%3D%7B%7D%7D&getConfig=function()%7Breturn%20b%3Fb%3A%7B%7D%7D&getParams=function()%7Breturn%20a%7D&parent=function()%7Bthis.parent%3Da.prototype.parent%2Ca.apply(this%2Carguments)%7D&parentCall=function(b)%7Breturn%20a.prototype%5Bb%5D.apply(this%2CArray.prototype.slice.call(arguments%2C1))%7D&ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1239912867899547648&ref_url=https%3A%2F%2Fwww.mariehaynes.com%2Fcoronavirus-affecting-traffic%2F\">Twitter thread\u003C\u002Fa> started by Marie Haynes suggests that Zoom is not the only remote software site to see a significant increase in organic traffic. Amongst the replies were SEOs reporting notable organic improvements for remote working sites.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-should-businesses-and-seos-respond\">How Should Businesses and SEOs Respond?\u003C\u002Fh2>\n\n\n\n\u003Cp>Set in motion by the coronavirus (COVID-19) outbreak, these sudden changes in organic performance have understandably generated a second line of discussion amongst digital marketers and the businesses they work for: how should we respond?\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>For businesses that have seen their organic performance adversely affected by the crisis, the advice we give following Google algorithm updates holds true here – avoid knee jerk reactions and continue to invest. Even if your industry as a whole has seen drops in search volume, there’s still the opportunity to use this time wisely to improve your rankings and come out on top when the outbreak is over.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>You may need to adjust your tactics temporarily so that your site(s) can thrive in the long term. There has been plenty of discussion around the most important areas of SEO to focus on during these turbulent times. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"content-writing\">Content Writing\u003C\u002Fh3>\n\n\n\n\u003Cp>First off, as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.aymen-loukil.com\u002Fen\u002Fblog-en\u002Fe-commerce-and-covid-19\u002F?utm_source=Aleyda%27s+SEO+Tips&utm_campaign=eed4594a9f-seofomo-newsletter-by-aleyda-March23&utm_medium=email&utm_term=0_408af963b1-eed4594a9f-1284799649&mc_cid=eed4594a9f&mc_eid=7b8f9f5c95#5-Pursue_your_content_production_but_differently\">Aymen Loukil\u003C\u002Fa> and others note, it’s worth assessing whether your site should have some content related to coronavirus (COVID-19). The pressing matter at hand is to get an official policy published on the site if this is relevant to the business. You may also want to look into producing some fresh top-of-the-funnel content around the crisis, provided it’s helpful, sensitive, and relevant to the site. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Writing for Search Engine Journal, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fseo-after-covid-19-8-opportunities-to-start-working-on-now\u002F357068\u002F?utm_source=email&utm_medium=daily-newsletter&utm_campaign=daily-newsletter#close\">Adam Heitzman\u003C\u002Fa> has recommended that SEOs build up a bank of evergreen content during this period. Quite rightly, he argues that “having a stockpile of great content ready to go and out there ahead of time will give you a leg-up on the competition.” \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002F@WillmannTobias\u002F10-reason-why-seo-is-the-best-marking-channel-during-coronavirus-times-1ba0f6997773\">Tobias Willmann\u003C\u002Fa> reiterates this suggestion in another article, making the point that even travel-related content could still prove useful once the current crisis is over.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"instil-confidence-and-trust\">Instil Confidence and Trust\u003C\u002Fh3>\n\n\n\n\u003Cp>Luke Carthy’s excellent article on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Flukecarthy.com\u002Fblog\u002Fmy-thoughts-on-the-foreseeable-future-of-ecommerce\u002F?utm_source=Aleyda%27s+SEO+Tips&utm_campaign=eed4594a9f-seofomo-newsletter-by-aleyda-March23&utm_medium=email&utm_term=0_408af963b1-eed4594a9f-1284799649&mc_cid=eed4594a9f&mc_eid=7b8f9f5c95\">the foreseeable future of ecommerce\u003C\u002Fa> has a lot to say about how consumer behaviour is changing in response to the crisis. As supply outstrips demand and panic buying sweeps across communities, Luke believes that customers will begin to buy based on confidence and trust rather than price. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>This idea has gained support from other members of the digital marketing community. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fben-garry\u002F\">Ben Garry\u003C\u002Fa>, content specialist here at Impression, commented that Carthy’s point “cuts right to the core of E-A-T”. His advice to ecommerce sites is that they must be seen to keep their promises: “Tell people realistic delivery dates and don’t promise next day delivery if you can’t back it up. At a time like this, the ability to provide certainty is critical.”\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"technical-seo-page-speed-and-crawlability\">Technical SEO: Page Speed and Crawlability\u003C\u002Fh3>\n\n\n\n\u003Cp>In the current climate, the crucial point for SEOs is to focus on tactics that can add value to a site in the long term. Increasing the performance of your site(s) by addressing page speed is a perfect place to start, as any incremental gains that you can achieve now will provide SEO and UX benefit for years to come. A recent Impression blog on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fquick-wins-to-improve-your-seo\u002F\">quick SEO wins\u003C\u002Fa> recommended compressing large images and using the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\">PageSpeed Insights Tool\u003C\u002Fa> to get bespoke recommendations for your website.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FyenZsL4s5wbaLmQ-9cEHZnIyP-ON0iA1e9Thpo5gDj4qXmIdZkN1SitEt3DkkYyTkhGwdtUvdxgZXLuyDhdh1DXR28HJ9FrmJwDsATm5Ne1fYJjwZWmwYYQLqIaItx-ytoe3a_NO.png\" alt=\"Opportunities report from Google's PageSpeed Insights Tool\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Finally, optimising the crawlability of your site is a valuable use of time at this stage. Numerous articles have suggested that now is a good time to have a thorough review using Search Console to identify any potential crawling and indexing issues. SEOs should review and update robots.txt file(s) to limit crawl waste.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"rounding-up\">Rounding Up\u003C\u002Fh2>\n\n\n\n\u003Cp>There’s no doubt that the coronavirus (COVID-19) pandemic will be remembered as one of the darker periods in world history. It’s important, however, that we all work hard to get through this troubling time and come out of it in the best possible position. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Although the overall impact of the outbreak on organic performance has been negative, we’ve seen that it’s not all doom and gloom across the board. Many businesses and industries appear to have been relatively unscathed or have even seen improvements.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Where possible, businesses and SEOs alike should stick to their guns and weather it out. You may need to adjust your strategy slightly, but it will all be worth it when you emerge from this with a site that performs better than it ever has, ready for your customers to return.\u003Cbr>\u003C\u002Fp>\n",{"rendered":130,"protected":206},7826,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":731,"inline_featured_image":206,"footnotes":5},"COVID-19 has caused global disruption in many areas of life. This Impression article explores its effects on organic search and how SEOs should 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The SEO Impact and How to Respond - 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u002Fv2\u002Fposts\u002F5102\u002Frevisions",[894],{"id":895,"href":896},18995,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5102\u002Frevisions\u002F18995",[898],{"embeddable":98,"href":899},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7826",[901],{"href":902},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5102",[904,906,908],{"taxonomy":516,"embeddable":98,"href":905},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5102",{"taxonomy":519,"embeddable":98,"href":907},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5102",{"taxonomy":174,"embeddable":98,"href":909},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5102",[911],{"name":525,"href":526,"templated":98},{"id":913,"date":914,"date_gmt":914,"guid":915,"modified":144,"modified_gmt":144,"slug":917,"status":19,"type":103,"link":143,"title":918,"content":919,"excerpt":921,"author":208,"featured_media":922,"comment_status":210,"ping_status":20,"sticky":206,"template":5,"format":211,"meta":923,"categories":926,"collections":928,"coauthors":929,"class_list":930,"acf":933,"head_links":934,"breadcrumbs":935,"url_path":143,"search_description":925,"featured_image_urls":940,"authors":972,"type_nicename":285,"reading_minutes":145,"category":982,"yoast_title":984,"yoast_meta":985,"yoast_json_ld":1013,"_links":1069},4849,"2020-01-13T15:30:18",{"rendered":916},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fuse-heatmapping-to-improve-ux\u002F","use-heatmapping-to-improve-ux",{"rendered":141},{"rendered":920,"protected":206},"\u003Cp>\u003Cspan>Heatmapping is an investigative technique that’s often used in \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-cro\u002F\">\u003Cspan>conversation rate optimisation (CRO)\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan>, the area of digital marketing which is concerned with increasing the profitability of a website by making more of its existing traffic. In essence, it involves analysing the journeys taken by site users in order to determine how the user experience (UX) can be improved.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>By exploring where users click, how long they spend on certain sections, and the routes that they ultimately take to convert, we can make their experience easier and more enjoyable through subtle adjustments to the site. The changes that are made should not only enhance the UX but also encourage users to convert.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>This guide will first take a look at some of the functionalities of heatmapping tools, using the specific example of Hotjar. It will go on to explore some of the ways in which heatmapping data and visualisations can be utilised as part of your CRO strategy, providing some examples of how heatmaps have been used at Impression.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"heatmapping-tools-and-their-functionalities\">\u003Cspan>Heatmapping Tools and Their Functionalities\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>To get to grips with what heatmapping is all about, it’s easiest to begin by taking a look at a heatmapping tool and explore its functionalities. Hotjar is one of the industry leaders and offers a number of different functions that CRO experts use when hotmapping, making it a great place to start for this. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Of course, many other tools are available. There are even free Google Chrome extensions such as Google’s Page Analytics, which enables you to analyse users’ clicks but lacks some of the more advanced functionalities provided by premium services.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"click-heatmaps\">\u003Cspan>Click Heatmaps\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>The most common (and arguably most helpful) type of heatmap is a click heatmap, which enables you to track where users click on important sections of a site. This can be really useful for showing up which on-page elements attract most clicks and informing design decisions such as the order of items in a navigation bar or the placement of calls-to-action (CTAs).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4850 size-full aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fsw1HM30y-Click-heatmap-hotjar.jpg?auto=compress%2Cformat&q=90\" alt=\"An example of a click heatmap used in heatmapping from Hotjar\" width=\"1086\" height=\"720\" \u002F>\u003C\u002Fa>\u003Ci>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Ci>\u003Cspan>An example of a click heatmap from \u003C\u002Fspan>\u003C\u002Fi>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\">\u003Ci>\u003Cspan>Hotjar\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>\u003Cspan>This type of heatmapping is best used in conjunction with \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fattribute-unattributed-conversion-data-analytics\u002F\">\u003Cspan>conversion path analysis\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> in your analytics platform. Using the two tools together can help you to figure out the steps that users commonly take during their journey from landing page to the point of conversion, highlighting areas that are causing users to drop off and paths which enable users to convert most easily.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"move-or-hover-heatmaps\">\u003Cspan>Move (or Hover) Heatmaps\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>This type of heatmap allows you to see where users have moved or hovered their cursors over whilst using your site. Move heatmaps inform your CRO activity in a similar way to click heatmaps, albeit that they can help you to pinpoint site elements that briefly attracted users’ attention but did not ultimately get clicked on.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4851 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FTmJS9TZj-Move-Heatmap-Hotjar.jpg?auto=compress%2Cformat&q=90\" alt=\"An example of a move heatmap used in heatmapping from Hotjar\" width=\"1086\" height=\"720\" \u002F>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Ci>\u003Cspan>An example of a move heatmap from \u003C\u002Fspan>\u003C\u002Fi>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\">\u003Ci>\u003Cspan>Hotjar\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch3 id=\"scroll-heatmaps\">\u003Cspan>Scroll Heatmaps\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>The third and final form of heatmap facilitates the tracking of how far users scroll down the page on different parts of your site. This is particularly useful for content-heavy sites. By understanding how far users get down each page before leaving, you can optimise the length of your content more effectively. You should combine scroll heatmaps with analytics data on bounce rates and the average time spent on each page. In this way, you can work out if the content you are producing actually appeals to the users who visit your site.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4852 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F1divPxiQ-Scroll-heatmap-Hotjar.jpg?auto=compress%2Cformat&q=90\" alt=\"An example of a scroll heatmap used in heatmapping from Hotjar\" width=\"1086\" height=\"720\" \u002F>\u003C\u002Fa>\u003Ci>\u003C\u002Fi>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Ci>\u003Cspan>An example of a scroll heatmap from \u003C\u002Fspan>\u003C\u002Fi>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002Ftour\">\u003Ci>\u003Cspan>Hotjar\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"utilising-the-data-how-to-improve-the-user-experience-on-a-site\">\u003Cspan>Utilising the Data: How to Improve the User Experience on a Site\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>Once you’ve explored users’ behaviour on an important page with the click, move, and scroll heatmaps, it’s time to put all of this data to good use. So, using this information, how can you improve the UX on a site? Heatmap data is used most commonly\u003C\u002Fspan>\u003Cspan> in CRO is to make adjustments to the layout of pages.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"making-layout-adjustments\">\u003Cspan>Making Layout Adjustments\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>The order and positioning of elements on a page can be rearranged off the back of a heatmap analysis. Here is an example from some recent CRO client work that was carried out at Impression, although the details of this case have been omitted to maintain the client’s anonymity.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>The client has a lead generation site, the primary goal of which is to drive users to submit their details through a contact form page. Heatmap analysis revealed that, for some of the pages on the site, users were not clicking through to the contact form page very often by comparison to other pages.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>By examining the differences in layout between the pages in question, it was possible to make design recommendations with the objective of increasing conversion rates. In this case, the client added a large contact form button to the right of the page along with additional CTAs in the copy. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>The effectiveness of these adjustments was checked through a period of \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-cro\u002F\">\u003Cspan>A\u002FB testing\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan>, which involves serving an A and a B version of a website to different users and observing how they compare in terms of metrics such as conversion rate. In this particular example, a 4% increase in conversion rate was observed in the modified version of the page over the following months, demonstrating that the analysis and adjustments were worthwhile. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"bringing-elements-above-the-fold\">\u003Cspan>Bringing Elements Above the Fold\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>Scroll heatmaps can be really useful for identifying situations in which important, conversion-related elements need bringing above the fold. This form of heatmap analysis resulted in a page structure recommendation for a recent Impression client.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>The client’s lead generation site is designed to encourage users to sign up for marketing emails from the brand. There is an element on the homepage to allow users to subscribe with minimal effort, but a scroll heatmap revealed that this was too far down the page: just 10% of users were actually scrolling down to the element’s position on the homepage.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>As a result of this analysis, Impression recommended that the client brought the important element\u003C\u002Fspan>\u003Cspan> above the fold on the homepage to make it easier for users to find.  They increased the percentage of users who clicked on the email subscription element in the months after the recommendation was actioned, validating the change.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"modifying-existing-elements\">\u003Cspan>Modifying Existing Elements\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>In some cases, heatmapping points out areas where existing elements on a page can be modified to increase the likelihood of conversion. Another recent heatmap analysis for an Impression client facilitated this type of CRO recommendation.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>This client likewise has a lead generation site but with a primary focus on driving users to phone the company after visiting the site. A click heatmap of the contact page showed that a lot of users were clicking on the phone number that was listed despite the fact that this was not actually a clickable element.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>In order to rectify this situation, we recommended that a [tel:] code should be implemented to enable users to ring up by clicking on the phone number. Not enough time has passed for the outcome of the change to be confirmed in this case, but it is highly likely that the new clickable phone number element will increase the number of users who ring up after visiting the page.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"key-takeaways\">\u003Cspan>Key Takeaways\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan>Hopefully this blog has given you some insight into how heatmaps can be used to improve the UX on a site and increase conversion rates. We’ve covered several different forms of heatmapping and looked at various ways in which the data can be used to inform CRO adjustments. Below is a summary of the most important points so that you can go and put heatmapping into practice.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>During heatmap analysis, we commonly use three types of heatmap:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan>Click heatmaps reveal where users have clicked on a webpage.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Move (or hover) heatmaps show the areas on a page where users often hover over with their cursors but don’t necessarily click.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Scroll heatmaps highlight users’ scrolling behaviour, allowing you to see how far they generally scroll down a page before leaving.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan>You can use heatmapping data and visualisations to make changes to important pages of a site, including:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cspan>Adjustments to the layout of a page (for example, moving the position of CTAs or adding a contact form button to the sidebar).\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Relocation of conversion-related elements, bringing them above the fold so that users can find them without scrolling down.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cspan>Modification of existing elements to align with how users are currently interacting with the site – if users are often trying to click on a non-clickable element, for example, it could be modified to make it clickable.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Chr \u002F>\n\u003Cp>\u003Cspan>If your business needs help with CRO or any other area of digital marketing, don’t hesitate to \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cspan>get in touch\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan> today.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":142,"protected":206},7861,{"_yoast_wpseo_focuskw":924,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":925,"inline_featured_image":206,"footnotes":5},"Heatmapping","Want to improve the user experience (UX) of a site? Impression’s guide explains heatmapping and how it can be used to improve UX and encourage 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style=\"font-weight: 400;\">Understanding search intent has always been a vital aspect of creating content online. Sites that give searchers what they’re looking for have been popular forever, but with recent developments in digital marketing Google is now able to reward them as well.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Google’s understanding of search intent is improving with developments to its natural language processing (NLP) capabilities, most recently through the \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-the-google-bert-update\u002F\">\u003Cspan style=\"font-weight: 400;\">BERT algorithm update\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. At the same time, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F16237\u002Fhow-to-optimise-for-voice-search\u002F\">\u003Cspan style=\"font-weight: 400;\">voice search\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> has become an increasingly popular phenomenon and users are submitting more complex, long-tail queries than ever. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">With these advancements in mind, it’s crucial that we produce content which aligns with what users are really looking for when they enter particular search queries. Creating content that addresses different types of search intent and explicitly targets different phases of the conversion funnel is an excellent way to ensure that we achieve this aim.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">In addition, matching search intent makes users more likely to engage and convert once they land on your site, which increases the commercial value of the traffic that you attract through organic search. Your content strategy should never be separate from your wider business goals.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"the-different-types-of-search-intent\">\u003Cspan style=\"font-weight: 400;\">The Different Types of Search Intent\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Getting to grips with search intent is all about being aware of why a user has searched for a particular term and what they hope to achieve by doing so. It’s important to understand the difference between the search terms “best MacBook 2019” and “buy 2019 MacBook Pro”. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This is a pretty clear-cut example: in the first instance, the user is most likely searching for information about the different types of MacBook available in 2019; the second query, on the other hand, is likely from a user who wants to buy the most recent Macbook Pro.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">These two queries exemplify informational and transactional searches, two of the four types of search intent. Most search terms can be assigned to one of these four types of intent: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Informational\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Navigational\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Commercial Investigation\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Transactional\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">When thinking about search intent, it’s useful to consider the different parts of the conversion funnel (see the image below). Users tend to search for informational queries when they are in the awareness or interest phases of the funnel; commercial and transactional searches are usually made further down the funnel during the interest, desire, and action stages.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-1607 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002F891lw0vW-conversion-funnel-impression.png?auto=compress%2Cformat&fit=scale&h=163&q=90&w=200\" alt=\"conversion funnel impression\" width=\"300\" height=\"244\" \u002F>\u003C\u002Fh3>\n\u003Ch3 id=\"\">\u003C\u002Fh3>\n\u003Ch3 id=\"informational\">\u003Cspan style=\"font-weight: 400;\">Informational\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As the name suggests, informational queries indicate that the user wishes to find some sort of information on a given topic. Informational search terms are often – but not always – phrased as a question. An example of an informational query is “what software and hardware do I need for graphic design?”\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">We’ve already seen that informational searches are usually made during the awareness or interest stages. At this point, the user often recognises that they have a need which they would like to satisfy. They’re not sure about how to achieve this yet so they’re looking for information that might be able to help them. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">It’s also important to note that not all informational queries have commercial undertones. Many users search for information on Google without any intention of buying something.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"navigational\">\u003Cspan style=\"font-weight: 400;\">Navigational\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This type of search intent is not necessarily connected with the customer journey. Users often submit navigational queries into search engines simply to navigate to the website of a particular brand or organisation. An example of a navigational query is “Facebook” – here, the search engine is just being used as a more efficient means of reaching Facebook than entering the URL.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"commercial-investigation\">\u003Cspan style=\"font-weight: 400;\">Commercial Investigation\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Further down the conversion funnel, we have commercial investigation queries. Although not always recognised as separate from informational, these queries nevertheless serve a recognisable purpose. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Users make this type of search when they realise that they want to buy a certain category of product but need more information before they make a purchase. This usually occurs somewhere around the desire phase in the conversion funnel.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For example, a user who wants to compare the different features and prices of the iPhone 11 and the iPhone 11 Pro might search for “iPhone 11 or iPhone 11 Pro”. Commercial searches such as this are characteristic of the evaluation of alternatives phase of the consumer decision-making process – having identified a need and narrowed down the options, the user now wants to choose between potential options.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"transactional\">\u003Cspan style=\"font-weight: 400;\">Transactional\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Transactional queries occur right at the end of the conversion funnel during the action stage. This type of search is made with the intention of buying something in particular even if the user doesn’t know where to buy it from yet. Developing on the example above, the user may have decided that they want to buy the Pro version of the latest iPhone and so searches for “buy iPhone 11 Pro”. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"what-is-a-content-strategy\">\u003Cspan style=\"font-weight: 400;\">What Is a Content Strategy?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Now that you understand the different types of search intent and how they fit into the conversion funnel, it’s time to return to the question of content strategies. But before we go any further, it’s important to define what we mean by a content strategy and take a look at an example of a content roadmap. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A content strategy outlines the planning, creation, and management of the content to be published by a particular organisation or brand. To design a content strategy, you first need to understand what kinds of information your target audience is looking for and how they are phrasing their searches. This is usually achieved through a combination of competitor analysis and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-research-tips-for-seo\u002F\">keyword research\u003C\u002Fa>.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Once you’ve discovered what kinds of posts are ranking and driving traffic to your competitors’ sites, it’s time to come up with titles for your own blogs and designate target keywords that have sufficient search volume. At this stage, it’s useful to create a content schedule (sometimes referred to as a content roadmap) that outlines when blogs will be written and published as in the example below.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4740 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FZEIXTwJA-Content-Roadmap-Example.png?auto=compress%2Cformat&q=90\" alt=\"Content roadmap example\" width=\"913\" height=\"375\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"how-search-intent-can-inform-your-content-strategy\">\u003Cspan style=\"font-weight: 400;\">How Search Intent Can Inform Your Content Strategy\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">From the example content roadmap above, it may already be starting to become more clear how search intent can inform your content strategy. We can ensure that we reach users who are at each stage of the customer journey by using a roadmap like this one.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Each piece of content that you plan should be targeted at a specific point of the conversion funnel. In the example, the first blog (Solving Cash Flow Problems) targets the awareness stage. To make sure that this content reaches users who are recognising that they need to solve their cash flow issues, we might target a keyword like “how can I solve my cash flow problems?”\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Producing high-quality informational content that answers users questions can be beneficial for many different types of business:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">E-commerce firms that sell physical products can communicate the benefits of their products through informational blogs. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">A service provider that uses its site for lead generation could create informational content that helps to position the brand as a thought leader within its field and earn the trust of potential clients.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Of course, not all of your content should be designed to address informational queries. It’s important that you cover the full spectrum of queries in your content roadmap and vary the type of search intent that your content addresses. As in the example above, we can create content paths for users to follow that guide them right through the decision-making process (users could even be encouraged to click through the sequence of blogs via internal links).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The aim here is to reach users in the awareness phase who have identified a need, communicate how your product or service can help them, persuade them to choose your company, and then ultimately encourage them to convert. Whilst it would be difficult to achieve all of this with a single blog post, planning your content strategy to target each stage with dedicated pieces of content ensure that you don’t miss out on any potential customers.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"key-takeaways\">\u003Cspan style=\"font-weight: 400;\">Key Takeaways\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">With developments such as voice search and the BERT algorithm update, it’s now more important than ever to supply content that explicitly addresses the intent behind searches.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">The four categories of search intent are informational, navigational, commercial investigation, and transactional – these types of query map onto different parts of the conversion funnel (awareness, interest, desire, action).\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">As part of your content strategy, creating a roadmap that specifically addresses particular types of search query and parts of the conversion funnel ensures that you don’t miss out on prospects who are at different stages of the customer journey.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">A comprehensive, targeted content strategy can help you to guide users through the decision-making process, ultimately encouraging them to convert.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Chr \u002F>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Hopefully this blog has given you some useful guidance on how to create a content strategy that takes search intent into account. The SEO team at Impression has a number of content specialists who can help you with crafting a comprehensive content strategy to suit your company’s needs – \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cspan style=\"font-weight: 400;\">contact us\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> now to find out more.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":154,"protected":206},7881,{"_yoast_wpseo_focuskw":1118,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1119,"inline_featured_image":206,"footnotes":5},"Search intent","Your content strategy should be shaped by search intent. 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Search Intent to Shape a Content Strategy - 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wp-json\u002Fwp\u002Fv2\u002Fposts\u002F4739\u002Frevisions",[1281],{"id":1282,"href":1283},29288,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4739\u002Frevisions\u002F29288",[1285],{"embeddable":98,"href":1286},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7881",[1288],{"href":1289},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4739",[1291,1293,1295],{"taxonomy":516,"embeddable":98,"href":1292},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4739",{"taxonomy":519,"embeddable":98,"href":1294},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4739",{"taxonomy":174,"embeddable":98,"href":1296},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4739",[1298],{"name":525,"href":526,"templated":98},{"id":1300,"date":1301,"date_gmt":1301,"guid":1302,"modified":167,"modified_gmt":167,"slug":1304,"status":19,"type":103,"link":166,"title":1305,"content":1306,"excerpt":1308,"author":208,"featured_media":1309,"comment_status":210,"ping_status":20,"sticky":206,"template":5,"format":211,"meta":1310,"categories":1313,"collections":1314,"coauthors":1315,"class_list":1316,"acf":1318,"head_links":1319,"breadcrumbs":1320,"url_path":166,"search_description":1312,"featured_image_urls":1325,"authors":1357,"type_nicename":285,"reading_minutes":145,"category":1367,"yoast_title":1370,"yoast_meta":1371,"yoast_json_ld":1398,"_links":1453},4671,"2019-10-31T15:01:53",{"rendered":1303},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fwhat-is-the-google-bert-update\u002F","what-is-the-google-bert-update",{"rendered":164},{"rendered":1307,"protected":206},"\u003Cp>BERT is the latest Google algorithm update. Pandu Nayak, Google’s Vice President of Search, announced it in a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.blog.google\u002Fproducts\u002Fsearch\u002Fsearch-language-understanding-bert\u002F\">post\u003C\u002Fa> on Friday 25th October. One of the major updates of the last five years, BERT will revolutionise the way that Google processes search queries.\u003C\u002Fp>\n\u003Cp>At their core, search engines are designed to provide useful, relevant answers to users’ queries. This task involves natural language processing: search engine algorithms must understand the meaning of a query and, as far as possible, the intent behind it before they can supply us with the answers that we’re looking for.\u003C\u002Fp>\n\u003Cp>With BERT, Google has updated its algorithms to improve the way they understand the meaning and intent behind queries. Previously, Google interpreted search queries by looking at the words individually and in order. Following the update, the context in which words appear is more important. Google now places greater emphasis on how each word relates to the others in a given sentence.\u003C\u002Fp>\n\u003Cp>This has been achieved through advances in machine learning. Google has been training its algorithms using a neural network-based approach to natural language processing called Bidirectional Encoder Representations from Transformers (BERT). The “transformers” part of this refers to models that understand language by looking at how words relate to others around them.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7896 \" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FhL42DYVt-050720211625507824_charles-leqrylJNYUQ-unsplash-1-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"Google Search on smartphone\" width=\"320\" height=\"424\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"how-will-bert-change-search\">How Will BERT Change Search?\u003C\u002Fh2>\n\u003Cp>But what does this all mean for search? Google states that BERT will affect around 10% of search queries. The overall outcome for users should be that the results produced by Google are much more relevant to their queries, reflecting a more refined understanding of the language they use.\u003C\u002Fp>\n\u003Cp>As we’ve already established, Google will now consider the context around words to a greater extent. In doing so, the search engine will be able to recognise situations in which small modifying words such as ‘for’ are particularly important to the meaning of a sentence.\u003C\u002Fp>\n\u003Cp>In his original post, Pandu Nayak explained this by highlighting how several Google SERPs had changed following the update. He used the following before and after examples:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4673 \" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F4s9fHu0Q-Screen-Shot-2019-10-30-at-12.20.33.png?auto=compress%2Cformat&q=90\" alt=\"Google BERT example Brazil\" width=\"796\" height=\"411\" \u002F>\u003C\u002Fp>\n\u003Cp>In the above search query, the word ‘to’ is particularly important to the meaning of the sentence. It indicates that the traveller in question wants to travel from Brazil to the US (and not the other way around). Google couldn’t understand this prior to the BERT update.\u003C\u002Fp>\n\u003Cp>Consequently, the top result it pulled for this query related to US citizens obtaining a visa to travel to Brazil. As you can see, the top result is much more relevant to the user after the update – it now pertains to Brazilians who want to obtain a visa to travel to America.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4674 \" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fq8Gf5Ah5-Screen-Shot-2019-10-30-at-12.20.53.png?auto=compress%2Cformat&q=90\" alt=\"Google BERT example estheticians\" width=\"783\" height=\"407\" \u002F>\u003C\u002Fp>\n\u003Cp>This example shows how BERT is enabling Google to grasp the unique meaning of a word in its context. Previously, Google had responded to the verb ‘stand’ in the query by displaying an article about estheticians containing the compound adjective ‘stand-alone’.\u003C\u002Fp>\n\u003Cp>It’s clear to us that the meanings of the two words are different, but Google couldn’t see this before BERT. With the new update, the search engine is capable of recognising ‘stand’ as a verb that refers to the ‘estheticians’ in the query, so pulls a more relevant article about the physical demands of the job.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4675 \" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmFtxiXce-Screen-Shot-2019-10-30-at-12.22.48.png?auto=compress%2Cformat&q=90\" alt=\"Google BERT Example Math Book\" width=\"791\" height=\"414\" \u002F>\u003C\u002Fp>\n\u003Cp>Before the BERT update, Google’s algorithms saw the word ‘adults’ in this last query and matched it with a ‘teen & young adult’ math practice book on Amazon. The search engine didn’t pick up on the context that the book was for young adults. With its new natural language processing capabilities, Google now pulls up a much more helpful book that’s actually for adults.\u003C\u002Fp>\n\u003Cp>These examples should help to clarify exactly how BERT will help Google to arrive at a more accurate understanding of your queries and pull the most relevant results. But how will this affect our use of the search engine in the years to come?\u003C\u002Fp>\n\u003Ch3 id=\"improvements-for-the-user\">Improvements for the User\u003C\u002Fh3>\n\u003Cp>From the user’s perspective, the main improvement is that we’ll now be able to use more conversational, natural search terms in Google search queries and get more relevant results. Longer search queries were often misunderstood prior to the update, producing results that didn’t really answer the question.\u003C\u002Fp>\n\u003Cp>As a result of these misunderstandings, many users resorted to writing queries in what Pandu Nayak refers to as “keyword-ese”. This entailed searching for strings of words on Google rather than writing out queries in the kind of language we would normally use elsewhere.\u003C\u002Fp>\n\u003Cp>With the advent of BERT, users should now be able to search for what they want in more natural language and still be understood. One of the key benefits of BERT, then, is the ability to find the answers to our questions without having to think like Google.\u003C\u002Fp>\n\u003Cp>Not many commentators have talked about how the update will bring improvements to featured snippets. In addition to applying BERT to the ranking process, Google is also using its new natural language processing techniques to provide more relevant featured snippet text that answers users’ questions in a concise fashion.\u003C\u002Fp>\n\u003Ch2 id=\"implications-for-seos\">Implications for SEOs\u003C\u002Fh2>\n\u003Ch3 id=\"not-many-changes-to-serps\">Not many changes to SERPs\u003C\u002Fh3>\n\u003Cp>In the days following the BERT announcement, the main talking point amongst SEOs was the lack of significant changes to SERPs. This algorithm update is supposed to be one of the biggest changes of the past five years, so many in the community were surprised to see so little change by comparison to previous updates.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Falgoroo.com\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4676 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fn8REQZ3u-Screen-Shot-2019-10-30-at-13.51.53.png?auto=compress%2Cformat&q=90\" alt=\"Algoroo search fluctuation graph\" width=\"1386\" height=\"353\" \u002F>\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp>This graph of SERP fluctuation levels from Algoroo highlights the relative impact of BERT compared to the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-algorithm-update-september\u002F\">September 2019 Core Update\u003C\u002Fa>. As you can see, the update hasn’t shaken things up nearly as much as many were anticipating. But why is this?\u003C\u002Fp>\n\u003Cp>One answer is that SERP fluctuation tools such as Algoroo primarily measure changes to the results pages for shorter keywords. The BERT update, on the other hand, has mostly affected long-tail keywords in an effort to understand longer, more conversational search queries.\u003C\u002Fp>\n\u003Cp>The same is true of your own site’s analytics. Most of your data likely focus on shorter keywords with high search volume, providing little insight into the types of SERPs that will be affected by BERT. If there are long-tail keywords that regularly bring visitors to your site, it might be interesting to track any changes in your search position for these queries.\u003C\u002Fp>\n\u003Ch3 id=\"can-i-optimise-for-bert\">Can I Optimise for BERT?\u003C\u002Fh3>\n\u003Cp>Similar to RankBrain, there are no quick fixes when it comes to tailoring your content to BERT. In fact, optimising for both of these updates is more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsmx-london-machine-vs-human-what-really-matters-for-seo-success\u002F\">optimising for humans\u003C\u002Fa> than anything else.\u003C\u002Fp>\n\u003Cp>The key is to write clearly. Google is now able to understand the meaning of words in their context with greater clarity. As a result, SEOs need to ensure that they’re using the right words in the right places and that their content makes grammatical sense – errors that arise due to a lax approach to writing will be punished now more than ever.\u003C\u002Fp>\n\u003Cp>Before BERT, many SEOs would only cover sub-topics that had reasonable keyword volume in their content. Given that we’re now focussing our optimisation on humans, it will be best to cover as much of the topic as the reader will find genuinely interesting and useful.\u003C\u002Fp>\n\u003Cp>It’s also important to focus on answering users’ questions accurately and succinctly through your content. Google’s improved interpretative capabilities mean that featured snippets should only be granted to pages that provide genuinely useful answers to search queries, so you’ll have to include these in your content if you want to rank at position zero.\u003C\u002Fp>\n\u003Chr \u002F>\n\u003Cp>Hopefully this blog has answered your questions regarding the Google BERT update. If you need professional assistance with your SEO, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact us\u003C\u002Fa> to enlist the help of an award-winning team of digital marketers.\u003C\u002Fp>\n",{"rendered":165,"protected":206},7896,{"_yoast_wpseo_focuskw":1311,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1312,"inline_featured_image":206,"footnotes":5},"BERT update","Want to know more about the Google BERT update? This guide covers everything you need to know about the update, including how it will change search and 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