[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fluke-davis":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":167,"head_links":170,"breadcrumbs":155,"posts":174,"pages":150,"head":1331},"Luke Davis","","I’ve been messing around on the Web since 2000 and my fascination has never stopped growing. And that’s what led me to SEO (via self-taught HTML and CSS, a Music Tech degree and over 10 years of blogging).",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":29,"page_content_modules":84,"hero":151},"\u003Cp>Senior Technical SEO Specialist, joined Impression in February 2021.\u003C\u002Fp>\n\u003Cp>I’ve been messing around on the Web since 2000 and my fascination has never stopped growing. This is what led me to SEO via self-taught HTML and CSS, a Music Tech degree and over 10 years of blogging. I worked in a customer service role for 5 years before officially entering the digital marketing sector in 2019.\u003C\u002Fp>\n\u003Cp>At Impression, my role sees me working on a range of accounts where I conduct technical and on-page audits, speak to clients about their progress, write and optimise copy, and use software and programming languages to analyse the technical health of a site.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nLearning Python when a few years ago, I thought I couldn’t. I also have a Simpsons meme for any situation.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me blogging, making music, coding in Python, playing Pokémon or watching YouTube.\u003C\u002Fp>\n","Senior Technical SEO Specialist",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},7440,"Luke-Davis","k5t2wVcf-Luke-Davis.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&q=90","\u002Fluke-davis\u002F","12","luke-davis","inherit","2021-06-24 16:11:35","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[85],{"acf_fc_layout":86,"reduced":87,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":88,"posts":89},"author_posts",true,"Luke Davis’ posts",{"data":90,"pages":150},[91,104,117,129,139],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":102},"post","How to measure and improve page speed","\u003Cp>Page speed is the amount of time it takes for a web page to load for a user visiting your site. Having a fast page load on mobile is important because it provides a good user experience with lower bounce rates, which can improve conversion rates, but it is also a ranking factor for search […]\u003C\u002Fp>\n","\u002Fblog\u002Fpage-speed\u002F","2025-03-31T15:53:28",16,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=744%2C360%2C1234%2C1234&w=640",[100],{"name":4,"image":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":103,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":92,"title":105,"excerpt":106,"to":107,"postedAt":108,"readingTime":109,"image":110,"authors":111,"category":116},"How to scale SEO content with AI","\u003Cp>Interest in AI has increased over the last year with news about models such as ChatGPT being mentioned all over the web. Search engine giants such as Microsoft, Google and Baidu have been investing heavily in AI software, such as OpenAI, but we want to provide you with a balanced perspective on how you can […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-scale-seo-content-with-ai\u002F","2025-01-23T12:45:05",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[112,113],{"name":4,"image":101},{"name":114,"image":115},"Charlie Norledge","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":103,"name":18},{"type_key":92,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":126},"January 2022 Google algorithm and search industry updates","\u003Cp>January 2022 saw some Google products updates, tweaks, and a new Search Console API. This month’s Google algorithm and search updates post explores: Timeline for bringing page experience ranking to desktop John Mueller: Impressions do not equal search volume Changes to Google’s advice on recipe structured data Google SERP analysis: PAA appears 10x more than […]\u003C\u002Fp>\n","\u002Fblog\u002Fjanuary-2022-google-algorithm-and-search-industry-updates\u002F","2023-01-09T12:29:52",10,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":4,"image":101},{"to":127,"name":128},"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"type_key":92,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":138},"August 2021 Google Algorithm and Search Industry Updates","\u003Cp>This post explores key Google algorithm and industry updates from August 2021, including Google’s controversial title tag rewrites. Read more now.\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2021-google-algorithm-search-industry-updates\u002F","2022-02-07T16:48:12",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgBaJE7oJ-raphael-biscaldi-7RQf2X6aXXI-unsplash-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":4,"image":101},{"to":127,"name":128},{"type_key":92,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":122,"image":144,"authors":145,"category":147},"BrightonSEO: Our Round Up from March 2021","\u003Cp>BrightonSEO has come and gone once more with one of its best sets of talks yet. It was the second online-only conference due to the COVID-19 pandemic and a group of the Impression team attended a variety of talks. We discussed the ones we watched and what we learnt from them. About brightonSEO BrightonSEO is […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-round-up-march-2021\u002F","2022-02-07T16:48:13","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXPbVnswB-050720211625502801_chris-montgomery-smgTvepind4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[146],{"name":4,"image":101},{"to":148,"name":149},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content","1",{"type":152,"style":153,"title":154,"heading":4,"intro":10,"services":12,"breadcrumbs":155,"photo":46,"social":167},"author","dark","Meet the Team",[156,159,162,165],{"path":157,"name":158},"\u002F","Home",{"path":160,"name":161},"\u002Fabout\u002F","About Us",{"path":163,"name":164},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":166,"name":4},null,{"twitter":168,"linkedin":169},"https:\u002F\u002Ftwitter.com\u002FLukeDavisSEO","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Flukealexdavis\u002F",[171],{"rel":172,"href":173},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fluke-davis\u002F",[175,520,750,939,1130],{"id":176,"date":177,"date_gmt":177,"guid":178,"modified":96,"modified_gmt":96,"slug":180,"status":19,"type":92,"link":95,"title":181,"content":182,"excerpt":185,"author":186,"featured_media":187,"comment_status":20,"ping_status":20,"sticky":184,"template":5,"format":188,"meta":189,"categories":192,"collections":195,"coauthors":196,"class_list":198,"acf":207,"head_links":208,"breadcrumbs":209,"url_path":95,"search_description":191,"featured_image_urls":216,"authors":251,"type_nicename":260,"reading_minutes":97,"category":261,"yoast_title":266,"yoast_meta":267,"yoast_json_ld":323,"_links":470},21416,"2024-01-30T08:11:56",{"rendered":179},"\u002F?p=21416","page-speed",{"rendered":93},{"rendered":183,"protected":184},"\n\u003Cp>Page speed is the amount of time it takes for a web page to load for a user visiting your site. Having a fast page load on mobile is important because it provides a good user experience with lower bounce rates, which can improve conversion rates, but it is also a ranking factor for search engines and can increase organic traffic. As such, page speed is a core requirement of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>In this guide, we’ll go through our top tips for improving page speed and how you can measure loading times across your site. Along the way, we’ll touch on:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#page-speed-matters-now-more-than-ever\">Page speed matters now more than ever\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#does-page-speed-affect-seo\">Does page speed affect SEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tools-for-testing-page-speed\">Tools for testing page speed\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-pagespeed-insights\">Google PageSpeed Insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-lighthouse\">Google Lighthouse\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#google-search-console\">Google Search Console\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#crux-dashboard-on-data-studio\">CrUX Dashboard on Data Studio\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#pingdom\">Pingdom\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#webpagetest\">WebPageTest\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tips-for-improving-page-speed\">Tips for improving page speed\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-adopt-a-clean-simple-site-design\">1. Adopt a clean, simple site design\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-leverage-browser-caching\">2. Leverage browser caching\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-minimise-redirects\">3. Minimise redirects\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-remove-query-strings-from-static-resources\">4. Remove query strings from static resources\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-specify-a-cache-validator\">5. Specify a cache validator\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-avoid-bad-requests\">6. Avoid bad requests\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#7-minimise-request-size\">7. Minimise request size\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#8-serve-static-content-from-a-cookieless-domain\">8. Serve static content from a cookieless domain\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#9-combine-scripts\">9. Combine scripts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#10-compress-minify-scripts\">10. Compress\u002Fminify scripts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#11-enable-apache-compression\">11. Enable Apache compression\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#12-enable-browser-caching\">12. Enable browser caching\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#13-audit-files-and-resources\">13. Audit files and resources\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#14-move-to-a-faster-server\">14. Move to a faster server\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#15-sprite-images\">15. Sprite images\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#16-compress-images\">16. Compress images\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#17-make-use-of-a-cdn\">17. Make use of a CDN\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#18-correctly-insert-code-into-the-webpage\">18. Correctly insert code into the webpage\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#19-load-asynchronously\">19. Load asynchronously\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#20-define-performance-budgets\">20. Define performance budgets\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#page-speed-faqs\">Page speed FAQs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-find-a-page-speed-expert\">How to find a page speed expert\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"page-speed-matters-now-more-than-ever\">\u003Cstrong>Page speed matters now more than ever\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As the web has become more advanced, users have become more impatient. We’re busier than ever before and with more people using their mobiles to browse on the go, Google is clear on the impact that poor page speeds have on bounce rates. In one study, Google used a deep neural network to test exactly how much page speed contributed to a user’s likelihood of bouncing, and the results were fairly damning:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fwhy-page-speed-matters-thinkwithgoogle.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: As page load time goes from 1 seconds to 3 seconds, the probability of bounce increases 32%. From 1 second to 5 seconds the probability of bounce increases 90%. From 1 second to 6 seconds the probability of bounce increases 106%. From 1 second to 10 seconds the probability of bounce increases 123%.\" class=\"wp-image-21485\" width=\"560\" height=\"391\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Fintl\u002Fen-aunz\u002Fmarketing-strategies\u002Fapp-and-mobile\u002Fau-mobile-page-speed-new-industry-benchmarks\u002F\">\u003Cem>thinkwithgoogle.com\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-left\">Shaving just a couple of seconds off your loading times can help to reduce the likelihood of users bouncing off your pages. And every bounce is one potential conversion that your site has lost, so it’s clear to see the financial impact that improving page speed times and keeping users on your site can have.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"does-page-speed-affect-seo\">Does page speed affect SEO?\u003C\u002Fh3>\n\n\n\n\u003Cp>Page speed has been used as a ranking factor by search engines for quite some time. The focus on the technical performance of websites has only grown in recent years, with Google placing an ever-increasing focus on page speed and how it impacts the user experience.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">In 2021, Google announced the launch of a new set of page experience ranking factors, called \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\">Core Web Vitals\u003C\u002Fa>. These metrics include things like how long it takes for a page to load, how long it takes for a user to be able to interact with the page, and how often users experience layout shifts (when elements of a page move around unexpectedly). The fact that page speed forms a key part of these metrics means that it is vital to account for it in your SEO strategy.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">The mobile friendly ranking system and the page speed systems are now a part of the page experience system. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FAKymjId0Vj\">pic.twitter.com\u002FAKymjId0Vj\u003C\u002Fa>\u003C\u002Fp>— Marie Haynes (@Marie_Haynes) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FMarie_Haynes\u002Fstatus\u002F1594750770771263489?ref_src=twsrc%5Etfw\">November 21, 2022\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FMarie_Haynes\u002Fstatus\u002F1594750770771263489\">Read the full Twitter thread here\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>The evidence for the link between page speed and SEO performance doesn’t just stop with what Google has said. The correlation has also been \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.emerald.com\u002Finsight\u002Fcontent\u002Fdoi\u002F10.1108\u002FOIR-05-2022-0276\u002Ffull\u002Fhtml#sec004\">corroborated by academic research\u003C\u002Fa>. With this in mind, fast loading times aren’t just important for encouraging conversions from the users who arrive on your site – they are also a factor when it comes to actually getting them there in the first place.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth caveating here that there are many ranking factors to take into account when developing and implementing a holistic SEO strategy. Improving page load times and Core Web Vitals can (and likely will) help your site’s organic visibility, but this isn’t a catch-all method for achieving top rankings.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tools-for-testing-page-speed\">\u003Cstrong>Tools for testing page speed\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve already discussed the SEO and user experience benefits that your site can reap from improving loading times. But before you can start doing this, you need a reliable set of tools for testing page load speed. Here, we’ve gathered a selection of the very best for you to try.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-pagespeed-insights\">Google PageSpeed Insights\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpagespeed.web.dev\u002F\">Google’s PageSpeed Insights \u003C\u002Fa>is a tool that helps developers optimise their webpages for performance. It provides insight into how a web page is loading, including what resources are being loaded and how long each resource takes to load.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-field-data-page-speed.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Field data - over the previous 28-day collection period, field data shows that this page does not pass the Core Web Vitals assessment.\" class=\"wp-image-21474\" width=\"-50\" height=\"-16\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\">\u003Cem>https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-lighthouse\">Google Lighthouse\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.chrome.com\u002Fdocs\u002Flighthouse\u002Foverview\u002F\">Google Lighthouse \u003C\u002Fa>is an open-source, automated tool within Chrome’s DevTools that audits a web page for quality. It can be run against any web page, public or requiring authentication. Lighthouse runs a series of tests against the page, and then generates a report on the page’s performance, accessibility, SEO, and more.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-page-speed-performance.jpg?auto=compress%2Cformat&q=90\" alt=\"Google Lighthouse core web vitals performance display.\" class=\"wp-image-21476\" width=\"702\" height=\"461\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\">\u003Cem>https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-search-console\">Google Search Console\u003C\u002Fh3>\n\n\n\n\u003Cp>Within \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fsearch-console\u002Fabout\">Google Search Console \u003C\u002Fa>there’s a Core Web Vitals report where you can identify specific issues related to pages broken down by the different Core Web Vitals metrics. The LCP scores that you’ll find in here relate to your page loading times (more specifically, how quickly the main element on each page loads).\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-mobile-vs-desktop-example.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21481\" width=\"561\" height=\"447\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearch.google.com\u002Fsearch-console\">\u003Cem>https:\u002F\u002Fsearch.google.com\u002Fsearch-console\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"crux-dashboard-on-data-studio\">CrUX Dashboard on Data Studio\u003C\u002Fh3>\n\n\n\n\u003Cp>You can \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fchrome-ux-report-data-studio-dashboard\u002F\">create a Chrome UX report\u003C\u002Fa> (CrUX) within Data Studio to explore user experiences of a domain over time. This enables you to track changes in LCP scores across your entire site over time, offering a useful method to gauge the success of your page speed improvement efforts. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-page-speed-example.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Core Web Vitals. Largest Contentful Paint (LCP). First Input Delay (FID). Cumulative Layout Shift (CLS).\" class=\"wp-image-21484\" width=\"632\" height=\"661\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\">\u003Cem>https:\u002F\u002Fweb.dev\u002Fvitals-tools\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"pingdom\">Pingdom\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pingdom.com\u002F\">Pingdom \u003C\u002Fa>is a sophisticated website speed test tool, although it does require a subscription to use. It tests the load time of a website and provides feedback on what could be causing the site to load slowly.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-performance-recommendations.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Pingdom suggestions for increasing page speed. Compress components with gzip. Make fewer HTTP requests. Add Expires headers. Reduce DNS lookups. Use cookie-free domains. Avoid empty src or href. Put JavaScript at bottom.\" class=\"wp-image-21478\" width=\"717\" height=\"394\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwinningwp.com\u002Fpingdom\u002F\">\u003Cem>https:\u002F\u002Fwinningwp.com\u002Fpingdom\u002F\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"webpagetest\">WebPageTest\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.webpagetest.org\u002F\">WebPageTest\u003C\u002Fa> is a web performance testing tool. It lets you test the performance of your web pages and see how they load in different browsers and on different devices. WebPageTest is free and open source.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fwebpagetest-testing-tool.jpg?auto=compress%2Cformat&q=90\" alt=\"WebPageTest performance results for: Lighthouse Performance, Security Score, First Byte time, Keep-alive enabled, Compress transfer, compress images, cache static content, effective use of CDN.\" class=\"wp-image-21480\" width=\"744\" height=\"421\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.webpagetest.org\u002F\">\u003Cem>https:\u002F\u002Fwww.webpagetest.org\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tips-for-improving-page-speed\">\u003Cstrong>Tips for improving page speed\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now that you’re armed with all of the tools you need to monitor progress, let’s move on to discuss some tips for improving page speed. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-adopt-a-clean-simple-site-design\">1. Adopt a clean, simple site design\u003C\u002Fh3>\n\n\n\n\u003Cp>You can learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa> and its effect on page speed in our guide.\u003C\u002Fp>\n\n\n\n\u003Cp>Using a clean template design not only allows you to be more concise and clear with your content, but it also benefits user experience. The fewer HTTP requests are required to render a page, the fast it will load and the more satisfied your site visitors will be. By contrast, excessive JavaScript, CSS, and image files slow everything down.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s not to say you should remove all images and style elements for the sake of page speed – but definitely don’t oversaturate your page with unnecessary high-res photos or gimmicky code that doesn’t add value.\u003C\u002Fp>\n\n\n\n\u003Cp>H&M’s homepage is an excellent example of this in action, with no unnecessary frills in the code and a hero image that displays a core product well without using a large image file:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1266\" height=\"548\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fh-m-web-design-page.jpg?auto=compress%2Cformat&q=90\" alt=\"H&M homepage\" class=\"wp-image-21487\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww2.hm.com\u002Fen_gb\u002Findex.html\">\u003Cem>H&M\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-leverage-browser-caching\">2. Leverage browser caching\u003C\u002Fh3>\n\n\n\n\u003Cp>Your website and its individual templates are built up of lots of different elements, some of which are repeated across pages. This can include uniform headers and footers, images, such as your logo and the CSS files. \u003C\u002Fp>\n\n\n\n\u003Cp>When loading, the browser fetches all of these individual elements which can extend the loading process. To make it easier browsing from page to page, the browser will remember recurring elements, \u003Cem>caching\u003C\u002Fem> them so it doesn’t have to go fetch them time and time again. This is why it is considered good web practice to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1NKxys_z0dDFV6wGt16HyNcl5v-gUKGWOWR1uiyHAuZc\u002Fedit#heading=h.dznssdte4jyc\">enable browser caching\u003C\u002Fa> and use a clear uniform layout of templates as the backbone of your website.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-minimise-redirects\">3. Minimise redirects\u003C\u002Fh3>\n\n\n\n\u003Cp>A page redirect functions by ‘redirecting’ browsers to another resource. Typically these are either \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fredirection-301-302-redirects\u002F\">301 or 302 redirects\u003C\u002Fa>, the former referring to a permanent redirect and the latter to a temporary redirect. Redirects are necessary when changes are actively made to a website, or documentation is in flux. \u003C\u002Fp>\n\n\n\n\u003Cp>However, employing redirects increases page loading times. The key thing to look out for here is to avoid redirect chains – where one URL redirects to another, which redirects to another – at all costs. Equally, it’s vital to keep an eye out for redirect loops, a scenario in which the target URL of a redirect then diverts users back to the original URL. This causes a loop that goes on forever until the browser gives up the ghost, producing the error message shown below.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fpage-not-working-too-many-redirects.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: This page isn't working. Example.com redirected you too many times.\" class=\"wp-image-21479\" width=\"700\" height=\"369\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-remove-query-strings-from-static-resources\">4. Remove query strings from static resources\u003C\u002Fh3>\n\n\n\n\u003Cp>A query string is an extension of a URL that assigns values to specific parameters and is separated from the main part of the URL by a question mark. These can appear when a user utilises the internal search function of a website, or in cases where a plugin is used to transfer content values. To reduce page load times, it is important to avoid using query strings on static resources where possible – HubSpot has produced a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.hubspot.com\u002Fwebsite\u002Fremove-query-strings-from-static-resources\">guide\u003C\u002Fa> explaining how to do this in detail.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-specify-a-cache-validator\">5. Specify a cache validator\u003C\u002Fh3>\n\n\n\n\u003Cp>A cache validator is used to check whether a cached response is still good and hasn’t been pulled or taken away. Specifying a cache validator usually involves embedding either a Last-Modified or an ETag to the coding. This will inevitably make it easier for the page to load.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-avoid-bad-requests\">6. Avoid bad requests\u003C\u002Fh3>\n\n\n\n\u003Cp>Sometimes the website will be pulling links or images from another source. If these resources are taken away and therefore no longer present, this can cause the browser to go in circles when requesting the information (a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-to-status-codes\u002F\">status code 400 bad request\u003C\u002Fa>). This wastes time and can prolong loading sequences.\u003C\u002Fp>\n\n\n\n\u003Cp>Bad requests can also be caused by:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>URL syntax errors\u003C\u002Fli>\n\n\n\n\u003Cli>Resources that are too large\u003C\u002Fli>\n\n\n\n\u003Cli>Out-of-sync DNS data.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>See \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FHTTP\u002FStatus\u002F400\">developer.mozilla.org\u003C\u002Fa> for guidance on identifying and fixing these issues, and in turn limiting the effect of bad requests on your page loading times.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fgoogle-error-400-example.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Google. 400. That's an error. Your client has issued a malformed or illegal request.\" class=\"wp-image-21486\" width=\"590\" height=\"233\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"7-minimise-request-size\">7. Minimise request size\u003C\u002Fh3>\n\n\n\n\u003Cp>As a rule, you should ensure that your cookie and request headers should be no bigger than a single packet. If you’re unsure how to do this, we would recommend speaking to your website developers or contacting specialist \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEOs\u003C\u002Fa> to support you.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"8-serve-static-content-from-a-cookieless-domain\">8. Serve static content from a cookieless domain\u003C\u002Fh3>\n\n\n\n\u003Cp>Static content refers to an item that is fixed and cannot be changed. Typically they are easy to transfer, but to ensure that page loading isn’t extended, they are ideally pulled from a cookieless domain.\u003C\u002Fp>\n\n\n\n\u003Cp>You may see the “serve static content from a cookieless domain” warning in page speed tools such as Pingdom or Google PageSpeed Insights. The easiest way to address this – and prevent it from extending load times – is to use a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1NKxys_z0dDFV6wGt16HyNcl5v-gUKGWOWR1uiyHAuZc\u002Fedit#heading=h.r4vio1r5phv2\">content delivery network (CDN)\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, you can create a subdomain to host static content (e.g. static.domain.com) if you’re using a WordPress site. You’ll then need to amend the subdomain’s DNS record as a CNAME pointing to your main domain, and point your subdomain to your \u002Fwp-content directory by editing your wp-config.php file.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re unsure how to do this, it’s best to contact a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing agency\u003C\u002Fa> or your web developers for help.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fcore-web-vitals-page-speed-diagnostics.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: Diagnostics report for poor core web vitals. Avoid enormous network payloads, minimise main-thread work, avoid an excessive DOM size, serve static assets with an efficient cache policy.\" class=\"wp-image-21482\" width=\"753\" height=\"331\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpagespeed.web.dev\u002F\">\u003Cem>https:\u002F\u002Fpagespeed.web.dev\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"9-combine-scripts\">9. Combine scripts\u003C\u002Fh3>\n\n\n\n\u003Cp>Many JavaScript and CSS files are often loaded in by various plugins and are added over time. Each additional file that is added to the list requires an additional round trip request from the user’s browser to the server; combining these files into one – ideally just one CSS and one JS file – limits this considerably.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"10-compress-minify-scripts\">10. Compress\u002Fminify scripts\u003C\u002Fh3>\n\n\n\n\u003Cp>Scripts that contain unnecessary whitespace and comments take longer to download than their compressed counterparts. Scripts, once combined, can be ‘minified’ and can save in excess of 50% of their file sizes in some cases.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"11-enable-apache-compression\">11. Enable Apache compression\u003C\u002Fh3>\n\n\n\n\u003Cp>Utilising Apache technology to reduce the server’s response file size can reduce the amount of data transferred by over 50%. It will require either mod_gzip or mod_deflate to be installed on the Apache server, which most will have as standard. mod_deflate is widely seen as an easier method, but moz_gzip has additional features. Either would achieve the desired effect and can be configured by adding to the .htaccess file.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fapache-helicopter.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21475\" width=\"424\" height=\"282\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Funsplash.com\u002Fphotos\u002F7s_iqUXFuFE\">\u003Cem>Unsplash\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"12-enable-browser-caching\">12. Enable browser caching\u003C\u002Fh3>\n\n\n\n\u003Cp>Browser caching can be enabled via .htaccess files for hosts that have the mod_expires configuration enabled. Setting expiry dates far into the future for regularly used elements means these do not require client PCs to download as often.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"13-audit-files-and-resources\">13. Audit files and resources\u003C\u002Fh3>\n\n\n\n\u003Cp>Remove references to files that are not used or do not exist. This prevents the server from sending and receiving bad requests, all of which take time. This will also improve search engine crawler’s effectiveness of their time on your website.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"14-move-to-a-faster-server\">14. Move to a faster server\u003C\u002Fh3>\n\n\n\n\u003Cp>If possible, and not currently set up, switch to a host that offers solid state drives – this increases the entire website load speed, as the server is already hosted in the UK.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"15-sprite-images\">15. Sprite images\u003C\u002Fh3>\n\n\n\n\u003Cp>Each individual image requires an individual request to the server. Image sprites reduce total file size and limit the number of server requests.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"16-compress-images\">16. Compress images\u003C\u002Fh3>\n\n\n\n\u003Cp>To reduce page loading times, try compressing images to a lower quality that is not noticeable from the user’s perspective. Unnecessarily large image files are a common cause of slow page speeds, particularly if you notice that this only applies to certain pages on your site.\u003C\u002Fp>\n\n\n\n\u003Cp>Your content management system (CMS) may allow for image compression by default, or in many cases, you can install a plugin to do this for you automatically. If automated image compression isn’t an option, you can still use a free tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.reduceimages.com\u002F\">https:\u002F\u002Fwww.reduceimages.com\u002F\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fresize-an-image.jpg?auto=compress%2Cformat&q=90\" alt=\"Resize an image.\" class=\"wp-image-21483\" width=\"654\" height=\"234\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.reduceimages.com\u002F\">\u003Cem>https:\u002F\u002Fwww.reduceimages.com\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"17-make-use-of-a-cdn\">17. Make use of a CDN\u003C\u002Fh3>\n\n\n\n\u003Cp>Content delivery networks (CDNs) cache content around the globe so that local users get served local content and are saved from the pain of waiting for the information to travel around the world. As the server is already in the UK, this may not be an entirely valid point as the data is already local, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fedge-seo\u002F\">but CDNs can have a small impact when used locally too\u003C\u002Fa>, as the requests aren’t all sent to the one server, and CDNs often have load balancers and additional architecture in place that smaller web hosting packages do not.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"18-correctly-insert-code-into-the-webpage\">18. Correctly insert code into the webpage\u003C\u002Fh3>\n\n\n\n\u003Cp>Some CSS loaded into the body of the HTML can cause rendering issues. Consider auditing this orphaned code and moving it to within the document’s style sheet. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-glossary\u002F\">JavaScript\u003C\u002Fa> can also be moved to the document footer to speed up rendering time (in some cases).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"19-load-asynchronously\">19. Load asynchronously\u003C\u002Fh3>\n\n\n\n\u003Cp>Many third-party scripts load content following the page load, including those from Universal Analytics, Facebook, and Twitter. Consider any other non-important content to be loaded into the page once the page has ‘loaded’ to speed up the page load time and rendering, without compromising on usability (this is known as asynchronous loading).\u003C\u002Fp>\n\n\n\n\u003Cp>You want to maintain a balance between the time taken to load a page and the functions and features you want to effectively illustrate your brand. Often, all that is required is for a developer to go through the code of your website and streamline it. The simpler it is to read, the simpler a browser will read it.\u003C\u002Fp>\n\n\n\n\u003Cp>A tool like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgtmetrix.com\u002F\">GMetrix\u003C\u002Fa> can be used to identify the order in which elements on the page are loading, as shown in the diagram below:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fgtmetrix-loading-elements-example.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21477\" width=\"805\" height=\"235\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image source: \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgtmetrix.com\u002F\">\u003Cem>https:\u002F\u002Fgtmetrix.com\u002F\u003C\u002Fem>\u003C\u002Fa>\u003Cem> \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>From here, you can discuss the potential for asynchronous loading with your web developers.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"20-define-performance-budgets\">20. Define performance budgets\u003C\u002Fh3>\n\n\n\n\u003Cp>With all of this work taking place behind the scenes, performance budgets are a useful tool in your arsenal. These are essentially limits imposed on metrics that affect site performance and user experience such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-glossary\u002F#:~:text=First%20Contentful%20Paint%20(FCP)\">First Contentful Paint\u003C\u002Fa>. When a metric reaches a predefined limit, this can either trigger a warning or an error to ensure that the issue is prioritised.\u003C\u002Fp>\n\n\n\n\u003Cp>See Mozilla’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FPerformance\u002FPerformance_budgets\">guide to performance budgets\u003C\u002Fa> to learn more.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"page-speed-faqs\">\u003Cstrong>Page speed FAQs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"schema-faq wp-block-yoast-faq-block\">\u003Cdiv class=\"schema-faq-section\" id=\"faq-question-1675770887403\">\u003Cstrong class=\"schema-faq-question\">How can I check page speed in Google Analytics?\u003Cbr\u002F>\u003C\u002Fstrong> \u003Cp class=\"schema-faq-answer\">To check page speed in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guide-to-google-analytics\u002F\">Google Analytics\u003C\u002Fa>, go to the “Behaviour” section and click on “Site Speed.” From there, you can see how fast your pages are loading and which pages are loading slowly.\u003C\u002Fp> \u003C\u002Fdiv> \u003Cdiv class=\"schema-faq-section\" id=\"faq-question-1675770930315\">\u003Cstrong class=\"schema-faq-question\">What is a good Google PageSpeed Insights score?\u003C\u002Fstrong> \u003Cp class=\"schema-faq-answer\">\u003Cbr\u002F>Within PageSpeed insights a score of 90 or above is considered good. However, Core Web Vitals isn’t measured via how bots perceive the site, but rather by users, so it’s best to measure across a range of tools and devices as Google LightHouse and PageSpeed Insights use slower devices.\u003Cbr\u002F>\u003C\u002Fp> \u003C\u002Fdiv> \u003Cdiv class=\"schema-faq-section\" id=\"faq-question-1675770945595\">\u003Cstrong class=\"schema-faq-question\">Is PageSpeed Insights reliable?\u003C\u002Fstrong> \u003Cp class=\"schema-faq-answer\">\u003Cbr\u002F>There are a number of reasons why PageSpeed Insights is not always reliable. First, the tool relies on a number of factors that can change over time, including the type of devices used to access the website, the type of internet connection, and the location of the users. This means that the results can vary depending on when the test is conducted.\u003Cbr\u002F>\u003Cbr\u002F>However, PageSpeed Insight is a good starting point and can provide good benchmarks to measure against.\u003Cbr\u002F>\u003C\u002Fp> \u003C\u002Fdiv> \u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-find-a-page-speed-expert\">\u003Cstrong>How to find a page speed expert\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’re looking to improve your page speed, finding an expert can be a great help. Here are a few tips on how to find the right expert for you:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Check out \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fseo\u002F\">online resources\u003C\u002Fa>. There are plenty of great online resources that can help you find an expert on page speed. Google also provides a plethora of guides & advice on this.\u003C\u002Fli>\n\n\n\n\u003Cli>Ask around. If you know someone who’s well-versed in website optimisation, they may be able to recommend a page speed expert to you.\u003C\u002Fli>\n\n\n\n\u003Cli>Check out freelancer websites. There are many freelancers who specialise in page speed optimisation. \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>At Impression, our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEOs\u003C\u002Fa> have decades of combined experience in improving page speed and Core Web Vitals for various clients and platforms. If it’s a particular pain point for your website, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in contact\u003C\u002Fa> with us today.\u003C\u002Fp>\n",false,{"rendered":94,"protected":184},50,21459,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":190,"_yoast_wpseo_metadesc":191,"inline_featured_image":184,"footnotes":5},"%%title%% %%page%% | %%sitename%%","As website loading times are a ranking factor for SEO, it's important to know how to measure and improve page speed. Learn how to do both here.",[193,194],1,42,[],[197],112,[199,92,200,201,202,203,204,205,206],"post-21416","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-technical-seo",[],[],[210,211,214,215],{"path":157,"name":158},{"path":212,"name":213},"\u002Fblog\u002F","Blog",{"path":103,"name":18},{"path":166,"name":93},{"thumbnail":217,"medium":219,"medium_large":221,"large":223,"1536x1536":227,"2048x2048":229,"post-thumbnail":231,"12_col":233,"default_landscape":235,"default_portrait":237,"6_col_and_margin_short":239,"11_col_and_margin":241,"9_col_rectangle":243,"11_col":245,"staff_image_696_600":247,"rectangular_thumbnail":249},{"url":98,"width":218,"height":218},640,{"url":220,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":222,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=510&q=90&w=768",{"url":224,"width":225,"height":226},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":228,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1021&q=90&w=1536",{"url":230,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1361&q=90&w=2048",{"url":232,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=121%2C290%2C2056%2C1304&w=1860",{"url":234,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":236,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":238,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":240,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":242,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":244,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":246,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":248,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":250,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fjake-givens-iR8m2RRo-z4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[252],{"id":186,"path":253,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":254},"\u002Fabout\u002Four-team\u002Fluke-davis\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":255,"photo":258},[256],{"page":257,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":259},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"Article",[262,263],{"id":193,"name":18,"path":103},{"id":194,"name":264,"path":265},"Technical SEO","\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F","How to measure and improve page speed | Impression",[268,270,272,275,277,280,283,285,287,289,292,295,298,301,304,307,310,313,314,317,320],{"property":269,"content":266},"title",{"property":271,"content":191},"description",{"name":273,"content":274},"robots","index, follow, max-snippet:-1, max-image-preview:large, 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name=search_term_string",{"@type":384,"@id":376,"name":291,"url":364,"logo":385,"image":390,"sameAs":391,"@context":395,"email":396,"foundingDate":397,"legalName":398,"vatID":399,"description":400,"telephone":401,"address":402,"location":409,"areaServed":442},"Organization",{"@type":358,"inLanguage":338,"@id":386,"url":387,"contentUrl":387,"width":388,"height":389,"caption":291},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[392,393,394],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":403,"streetAddress":404,"addressLocality":405,"addressRegion":406,"postalCode":407,"addressCountry":408},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[410,419,431],{"@type":411,"name":412,"geo":413,"address":417,"photo":390,"telephone":418},"Place","Impression Digital - Nottingham",{"@type":414,"latitude":415,"longitude":416},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":403,"streetAddress":404,"addressLocality":405,"addressRegion":406,"postalCode":407,"addressCountry":408},"+44 01158 242 212",{"@type":411,"name":420,"geo":421,"address":424,"photo":429,"telephone":430},"Impression Digital - London",{"@type":414,"latitude":422,"longitude":423},"51.50237208377361","-0.09229841534284115",{"@type":403,"streetAddress":425,"addressLocality":426,"addressRegion":427,"postalCode":428,"addressCountry":408},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":411,"name":432,"geo":433,"address":436},"Impression Digital - New York",{"@type":414,"latitude":434,"longitude":435},"40.726722746949","-74.00527778220652",{"@type":403,"streetAddress":437,"addressLocality":438,"addressRegion":439,"postalCode":440,"addressCountry":441},"160 Varick St","New York","NY","10013","USA",[443,446,448],{"@type":444,"name":445},"Country","Worldwide",{"@type":444,"name":447},"GBR",{"@type":444,"name":441},{"@type":450,"@id":451,"name":4,"image":452,"description":6,"sameAs":454,"url":173},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Ffff79fa2cc11466d5884c7af0bdc5803",{"@type":358,"inLanguage":338,"@id":453,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002Fk5t2wVcf-Luke-Davis.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96b9db765d5a0195365d90bb999721bca3",[169,455],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002FLukeDavisSEO",{"@type":457,"@id":351,"position":193,"url":351,"name":458,"answerCount":193,"acceptedAnswer":459,"inLanguage":338},"Question","How can I check page speed in Google Analytics?",{"@type":460,"text":461,"inLanguage":338},"Answer","To check page speed in \u003Ca href=\"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbeginners-guide-to-google-analytics\u002F\">Google Analytics\u003C\u002Fa>, go to the \"Behaviour\" section and click on \"Site Speed.\" From there, you can see how fast your pages are loading and which pages are loading slowly.",{"@type":457,"@id":353,"position":366,"url":353,"name":463,"answerCount":193,"acceptedAnswer":464,"inLanguage":338},"What is a good Google PageSpeed Insights score?",{"@type":460,"text":465,"inLanguage":338},"\u003Cbr\u002F>Within PageSpeed insights a score of 90 or above is considered good. However, Core Web Vitals isn’t measured via how bots perceive the site, but rather by users, so it’s best to measure across a range of tools and devices as Google LightHouse and PageSpeed Insights use slower devices.\u003Cbr\u002F>",{"@type":457,"@id":355,"position":369,"url":355,"name":467,"answerCount":193,"acceptedAnswer":468,"inLanguage":338},"Is PageSpeed Insights reliable?",{"@type":460,"text":469,"inLanguage":338},"\u003Cbr\u002F>There are a number of reasons why PageSpeed Insights is not always reliable. First, the tool relies on a number of factors that can change over time, including the type of devices used to access the website, the type of internet connection, and the location of the users. This means that the results can vary depending on when the test is conducted.\u003Cbr\u002F>\u003Cbr\u002F>However, PageSpeed Insight is a good starting point and can provide good benchmarks to measure against.\u003Cbr\u002F>",{"self":471,"collection":481,"about":484,"author":487,"replies":490,"version-history":493,"predecessor-version":497,"wp:featuredmedia":501,"wp:attachment":504,"wp:term":507,"curies":516},[472],{"href":473,"targetHints":474},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21416",{"allow":475},[476,477,478,479,480],"GET","POST","PUT","PATCH","DELETE",[482],{"href":483},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[485],{"href":486},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[488],{"embeddable":87,"href":489},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F50",[491],{"embeddable":87,"href":492},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=21416",[494],{"count":495,"href":496},27,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21416\u002Frevisions",[498],{"id":499,"href":500},32744,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F21416\u002Frevisions\u002F32744",[502],{"embeddable":87,"href":503},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F21459",[505],{"href":506},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=21416",[508,511,514],{"taxonomy":509,"embeddable":87,"href":510},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=21416",{"taxonomy":512,"embeddable":87,"href":513},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=21416",{"taxonomy":152,"embeddable":87,"href":515},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=21416",[517],{"name":518,"href":519,"templated":87},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":521,"date":522,"date_gmt":522,"guid":523,"modified":108,"modified_gmt":108,"slug":525,"status":19,"type":92,"link":107,"title":526,"content":527,"excerpt":529,"author":186,"featured_media":530,"comment_status":20,"ping_status":20,"sticky":184,"template":5,"format":188,"meta":531,"categories":534,"collections":535,"coauthors":536,"class_list":538,"acf":540,"head_links":541,"breadcrumbs":542,"url_path":107,"search_description":533,"featured_image_urls":547,"authors":579,"type_nicename":260,"reading_minutes":109,"category":631,"yoast_title":532,"yoast_meta":634,"yoast_json_ld":662,"_links":712},21642,"2023-02-24T17:44:00",{"rendered":524},"\u002F?p=21642","how-to-scale-seo-content-with-ai",{"rendered":105},{"rendered":528,"protected":184},"\n\u003Cp>Interest in AI has increased over the last year with news about models such as ChatGPT being mentioned all over the web.\u003C\u002Fp>\n\n\n\n\u003Cp>Search engine giants such as Microsoft, Google and Baidu have been investing heavily in AI software, such as OpenAI, but we want to provide you with a balanced perspective on how you can leverage AI in a useful way to speed up your marketing processes.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we will be exploring AI, covering the benefits, risks and real-world examples of where we have seen success.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-ai\">What is AI?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-can-we-use-ai-as-marketers\">How can we use AI as marketers?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#content-ideation\">Content ideation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#technical-seo\">Technical SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#knowledge-graphs\">Knowledge graphs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#redirect-automation\">Redirect automation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ai-inception\">AI inception\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#use-cases-of-ai-driven-success\">Use cases of AI-driven success\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#best-practices-to-adopt-when-using-ai-to-generate-content\">Best practices to adopt when using AI to generate content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#do-i-really-need-ai-for-this-task\">Do I really need AI for this task?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#calculate-the-cost\">Calculate the cost\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#make-your-prompts-clear-and-detailed\">Make your prompts clear and detailed\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#check-for-plagiarism\">Check for plagiarism\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-potential-risks-and-pitfalls-of-content-automation\">The potential risks and pitfalls of content automation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#copyright-issues\">Copyright issues\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#hallucinations\">Hallucinations\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#harmful-content\">Harmful content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ai-wont-replace-human-expertise\">AI won’t replace human expertise\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#you-cant-game-the-system-for-too-long\">You can’t game the system (for too long)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tools-available-to-help-you-craft-your-own-ai-generated-content\">Tools available to help you craft your own AI-generated content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-takeaways\">Key takeaways\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#qa\">Q&A\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-ai\">\u003Cstrong>What is AI?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>AI is a field of computer science dedicated to the perception, process, and inference of information by machines. It is a broad field that also covers two areas important in marketing right now:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Natural language processing\u003C\u002Fli>\n\n\n\n\u003Cli>Machine learning\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This field is so broad that you may have used these two techniques without realising, and these two concepts have been around for quite some time too. It’s important to have this definition made clear because, as always, AI is usually given a bad reputation in the media. Instead, this form of AI is very specific to certain tasks, such as being able to help you within your SEO workflow.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-can-we-use-ai-as-marketers\">\u003Cstrong>How can we use AI as marketers?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Now that we have given AI a strong definition of what it is, how can marketers use it to speed up and improve SEO work?\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"content-ideation\">Content ideation\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the most popular, you can use AI for content ideation, from SEO title tags to complete content pieces. With applications such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.copy.ai\u002F\">copy.ai\u003C\u002Fa>, you can use this tool to create a blog brief (see below) – prompting the tool with the title ‘How to hang up curtains’ and including a small amount of keyword research – the tool has then been able to create a blog brief. Brief creation can be a time-consuming task and being able to speed this up with just a title and some keyword research makes this activity more scalable. Using these tools for this type of activity can efficiently help to create a strong content strategy for your business.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1606\" height=\"1556\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-content-ideation.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21657\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"technical-seo\">Technical SEO\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fdocument\u002Fd\u002F1jKjTAfg97SoMLNBA4o8U24rkpXxWIp5ZcTRggapYJ2E\u002Fedit#heading=h.r5ny28p8z2yw:~:text=link%20to%20this%3F-,https%3A\u002Fseo\u002Ftechnical%2Dseo\u002F,-Luke%20Davis\">Technical SEO\u003C\u002Fa> can be a headache for many marketers, however, with the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fhallanalysis.com\u002F5-powerful-chatgpt-prompts-for-technical-seo\u002F\">right prompts\u003C\u002Fa>, tools such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fopenai.com\u002Fblog\u002Fchatgpt\u002F\">ChatGPT\u003C\u002Fa> can help to remove that roadblock. When it comes to activities such as creating sitemaps, ChatGPT can be prompted to create a valid \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">XML sitemap\u003C\u002Fa> including the URLs you want, which can be then uploaded into Search Console. If you do not have the resource or software available to dedicate to creating site maps, this tool makes it really easy to generate accurate and valid site maps.\u003C\u002Fp>\n\n\n\n\u003Cp>Beyond sitemaps, ChatGPT can be prompted to create robot.txt rules, but AI won’t be able to do things such as fixing duplicate content on a site.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"756\" height=\"1194\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-technical-seo.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21664\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"knowledge-graphs\">Knowledge graphs\u003C\u002Fh3>\n\n\n\n\u003Cp>For working with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ontotext.com\u002Fknowledgehub\u002Ffundamentals\u002Fwhat-is-a-knowledge-graph\u002F\">knowledge graphs\u003C\u002Fa>, tools such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwordlift.io\u002F\">wordlift.io\u003C\u002Fa> can help supply your content with the relevant schema to power the knowledge graph (see an example below). AI tools can go away and markup opportunities for schema and entities, the latter being important to help you build your brand in search engines. Beyond marking up opportunities, AI such as this can actually create structured data for you.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"778\" height=\"582\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-knowledge-graph.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21659\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"redirect-automation\">Redirect automation\u003C\u002Fh3>\n\n\n\n\u003Cp>If you’re carrying out a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fsite-migrations\u002F\">site migration\u003C\u002Fa>, AI can be utilised to create redirect maps. Redirect maps can be one of those tasks which can be very time-consuming. When looking to redirect to relevant pages that pass value, you can use software or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fredis.com\u002Fblog\u002Fwhat-is-fuzzy-matching\u002F#:~:text=Fuzzy%20matching%20(FM)%2C%20also,elements%20in%20data%20table%20sets.\">fuzzy matching\u003C\u002Fa> within Python to match staging URLs with live URLs and compare them. Tools such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgetredirects.com\u002F\">getredirects.com\u003C\u002Fa> are able to match URLs on H1s, page titles and the URL (see below), and this is a great way to start a redirect map. Splitting down your time by 50%, this tool opens up more time for you to enjoy the more exciting parts of site migrations, such as making sure content is optimised or checking core web vitals.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst this tool does not do absolutely everything, meaning human input is needed as redirects are very important to get right, it is still a valuable AI tool in helping you progress your redirect maps quicker.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"775\" height=\"558\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-redirect-automation.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21663\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ai-inception\">AI inception\u003C\u002Fh3>\n\n\n\n\u003Cp>ChatGPT released their own tool called ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fopenai.com\u002Fblog\u002Fnew-ai-classifier-for-indicating-ai-written-text\u002F\">AI Text Classifier\u003C\u002Fa>’ to check if content has been automated. The classifier is not quite there yet, ChatGPT \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ayima.com\u002Finsights\u002Fseo\u002Fhow-we-taught-chatgpt-to-fool-ai-detection-tools.html\">can be trained\u003C\u002Fa> to fool its own AI Text Classifier. We recommend taking a look at alternative AI-generated content detectors such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgptradar.com\u002F\">GPT Radar\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Foriginality.ai\u002F\">Originality.AI\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdng.ai\u002F\">Draft & Goal\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"719\" height=\"305\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-ai-inception.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21656\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"use-cases-of-ai-driven-success\">\u003Cstrong>Use cases of AI-driven success\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Here, we have a real-world example of how we have used AI for a client to drive success.\u003C\u002Fp>\n\n\n\n\u003Cp>Our client wanted to add ~80 new category pages to the website and writing content would take about 40 hours, probably over 3 months. We needed to think of a way to do this efficiently and effectively. As a solution, we created a script to use OpenAI and content automation to generate introductory category text at scale. We then spent ~7 hours proofreading and editing the content.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1362\" height=\"922\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-opay-example-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21661\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>The way we did this was by using our tool, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Foapy-impression.streamlit.app\u002F\">Oapy\u003C\u002Fa>, to speed up the process. We started to write different prompts in OpenAI to create SEO content for category pages, such as ‘Write a small description for Wide Single Beds’. This gave us a spreadsheet with the prompts and the text it had written. After extensive proofreading and edits, we had a complete list of category page text for 80 pages.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1294\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-oapy-example-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21660\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"best-practices-to-adopt-when-using-ai-to-generate-content\">\u003Cstrong>Best practices to adopt when using AI to generate content\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Here, we’ve outlined some considerations and questions you should keep in mind when looking to use AI to generate content.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"do-i-really-need-ai-for-this-task\">Do I really need AI for this task?\u003C\u002Fh3>\n\n\n\n\u003Cp>Before you embark on an AI journey, confirm that there is quantifiable business value in solving the problem with AI. Using AI requires buy-in from decision-makers, resources to organise, refine, and implement output, and subject matter experts to fact-check and optimise.\u003C\u002Fp>\n\n\n\n\u003Cp>A good way to think about AI is not to think; we have this tool, what can we do with it? Instead; we have a problem, how can I use AI to solve it?\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"calculate-the-cost\">Calculate the cost\u003C\u002Fh3>\n\n\n\n\u003Cp>Whether you’re using an AI platform or building your own with a large language model, there’s a cost. Make sure to look up the pricing models, estimate how much work you need to do, and how that compares to using a copywriter – or a hybrid system where you are using both.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-regular\">\n\u003Ctable>\n\u003Ctbody>\n  \u003Ctr>\n    \u003Cth>Service\u003C\u002Fth>\n    \u003Cth>Free plan?\u003C\u002Fth>\n    \u003Cth>Paid plan?\u003C\u002Fth>\n    \u003Cth>Features\u003C\u002Fth>\n  \u003C\u002Ftr>\n  \u003Ctr>\n    \u003Ctd>Copy.ai\u003C\u002Ftd>\n    \u003Ctd>Yes\u003C\u002Ftd>\n    \u003Ctd>$49\u002Fmo\u003C\u002Ftd>\n    \u003Ctd>Copywriting tool, content generation\u003C\u002Ftd>\n  \u003C\u002Ftr>\n  \u003Ctr>\n    \u003Ctd>Jasper\u003C\u002Ftd>\n    \u003Ctd>No\u003C\u002Ftd>\n    \u003Ctd>From $49\u002Fmo to $499\u002Fmo\u003C\u002Ftd>\n    \u003Ctd>Content generation, chatbot, AI templates\u003C\u002Ftd>\n  \u003C\u002Ftr>\n  \u003Ctr>\n    \u003Ctd>TextWizard\u003C\u002Ftd>\n    \u003Ctd>Yes\u003C\u002Ftd>\n    \u003Ctd>From $49\u002Fmo to $99\u002Fmo\u003C\u002Ftd>\n    \u003Ctd>Content generation, AI tools, document editing and saving\u003C\u002Ftd>\n  \u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"make-your-prompts-clear-and-detailed\">Make your prompts clear and detailed\u003C\u002Fh3>\n\n\n\n\u003Cp>Large language models like ChatGPT can infer what words come next in a sentence but they can’t infer hidden meanings (e.g. idioms and entendre). You need to enter your prompts in a clear and detailed way to get the desired output. One way you can do this is by offering examples, so the model can learn more about what is needed in an output (also known as “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fresearch.aimultiple.com\u002Ffew-shot-learning\u002F\">few-shot learning\u003C\u002Fa>”). Another way is to repeat inputs to help the model learn how to get right (also known as “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.cohere.ai\u002Fdocs\u002Fprompt-engineering\">prompt engineering\u003C\u002Fa>”).\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"687\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-prompt-detail.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21662\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"check-for-plagiarism\">Check for plagiarism\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>You should always check your outputs for plagiarism. \u003C\u002Fstrong>This is regardless of whether a human is writing a piece of content or when an AI is assisting with generating content.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Faicontentdojo.com\u002Fgpt-3-ai-plagiarism-and-fact-checking\u002F\">AI Content Dojo\u003C\u002Fa> says AI plagiarism is:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>“When a machine uses real-world words from source texts to write its own text. Machines cannot invent their own words, so they use words from other sources — but an issue can arise when the source text is plagiarized.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-potential-risks-and-pitfalls-of-content-automation\">\u003Cstrong>The potential risks and pitfalls of content automation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"copyright-issues\">Copyright issues\u003C\u002Fh3>\n\n\n\n\u003Cp>There has been a lot of talk about copyright infringement within AI tools and their outputs. Some examples include\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theverge.com\u002F2023\u002F1\u002F17\u002F23558516\u002Fai-art-copyright-stable-diffusion-getty-images-lawsuit\">Getty Images suing AI art platform Stable Diffusion for illegal use of its images.\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ffuturism.com\u002Fai-written-article-plagiarized\">A Substack blog plagiarising human-written content, word-for-word\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ffuturism.com\u002Fthe-byte\u002Fcnet-publishing-articles-by-ai\">CNET and Bankrate were publishing AI-generated content without thorough checks\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>At the moment, whilst there is no strict legislation involved in regards to AI content – there could be in the future.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"hallucinations\">Hallucinations\u003C\u002Fh3>\n\n\n\n\u003Cp>Large language models are prone to making up facts that sound very convincing. These are known as “hallucinations”. Hallucinations are a particular problem in academic writing where students have used LLMs to write their essays and left in made-up facts that appear correct but aren’t. You should always fact-check your AI outputs!\u003C\u002Fp>\n\n\n\n\u003Cp>For example, below we entered a prompt for ‘Evander Holyfield vs Mike Tyson’, with the AI writing a description of what occurred during that event. Testing out 3 AI tools, we had 3 different answers with none of them being true. The last answer is more accurate than the others featured in the image below, but it still isn’t 100% accurate.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"772\" height=\"746\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Fleveraging-ai-seo-hallucinations.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-21658\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"harmful-content\">Harmful content\u003C\u002Fh3>\n\n\n\n\u003Cp>Harmful content is unfortunately inevitable in large language models that use data from the internet with minimal filtering. This could be content sourced from places such as Reddit or Wikipedia as it trawls through the web. Language models like GPT3 and ChatGPT, for example, have been used to create racist and sexist content by bypassing the safeguards put in place. Companies like Meta are using machine learning techniques to reduce these impacts, but we’re not quite there yet.\u003C\u002Fp>\n\n\n\n\u003Cp>This means that it is important to have processes in place where content is checked by humans to avoid harmful content generated by AI being published online.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ai-wont-replace-human-expertise\">AI won’t replace human expertise\u003C\u002Fh3>\n\n\n\n\u003Cp>With the current buzz around AI-generated content, there will always be a question of what content you can create at scale. But search engines have guidelines like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdecember-2022-google-algorithm-and-search-industry-updates\u002F#googles-latest-update-to-the-quality-rater-guidelines-e-a-t-gets-an-extra-e-for-experience\">E-E-A-T\u003C\u002Fa> where experience, expertise, authoritativeness, and trustworthiness are required and—most importantly—not qualities an AI can demonstrate.\u003C\u002Fp>\n\n\n\n\u003Cp>Due to these updates, such as the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fupdates\u002Fproduct-reviews-update\">product review update\u003C\u002Fa>, now more than ever, it’s important to have human expertise involved and provide proof of a product or service has been experienced with genuine human reviews.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"you-cant-game-the-system-for-too-long\">You can’t game the system (for too long)\u003C\u002Fh3>\n\n\n\n\u003Cp>Sitting under the umbrella of ‘black hat SEO’, there’s been talk of Google’s “inability to cope” with the influx of AI-generated content, but churning out AI content isn’t a strategy and its effectiveness won’t last long when Google improves its detection algorithms in the future.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tools-available-to-help-you-craft-your-own-ai-generated-content\">\u003Cstrong>Tools available to help you craft your own AI-generated content\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To help you get started with crafting some of your own AI-generated content, we’ve listed some tools we recommend and have experience using too.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fopenai.com\u002Fblog\u002Fchatgpt\u002F\">\u003Cstrong>ChatGPT\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>This is the most popular language tool which marketers have been testing at the moment. It’s not freely available just yet – but it will be soon. They’ve recently announced a pricing model which is about £20 per month.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Faiprm-for-chatgpt\u002Fojnbohmppadfgpejeebfnmnknjdlckgj\">\u003Cstrong>AIPRM (ChatGPT)\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>This is a Google extension by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.aiprm.com\u002F\">AIPRM\u003C\u002Fa> which provides a list of pre-built prompts for you to use via ChatGPT, such as meta description, frameworks, checklists, etc. This is useful for testing ChatGPT.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.copy.ai\u002F\">\u003Cstrong>Copy.ai\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>We briefly touched on this tool in this blog, it’s an AI tool that helps you generate copy at scale and can provide outlines for blogs. With a free plan, this tool is ideal for testing content generation.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Foapy-impression.streamlit.app\u002F\">Oapy\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Oapy is the tool that we use to automate simple SEO tasks such as creating metadata and category copy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-takeaways\">\u003Cstrong>Key takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We hope this blog has given you a better understanding of AI, its benefits, pitfalls and ultimately how marketers like you can use it to improve your SEO workflow. From everything we have covered, the key takeaways from this blog are:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>AI is not going to be the end SEO but it should become part of your toolkit\u003C\u002Fli>\n\n\n\n\u003Cli>Ensure you have a human reviewing anything you’re automating\u003C\u002Fli>\n\n\n\n\u003Cli>Don’t let AI do the SEO for you!\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"qa\">\u003Cstrong>Q&A\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cem>“How can you use ChatGPT and to what extent to speed up content creation without harming the website?”\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The important thing to have is a hybrid process (AI + Human) rather than just having one or the other. It purely depends on the use case and you want to see what content is there currently, do your keyword research, what topics you want to cover, and what you want out of that content. Then you want to streamline your prompts to cover that information, with the idea in mind of ‘we have this idea, how can AI help us?’. Make sure you check it for plagiarism and it is reviewed by a human.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cem>“Will you be releasing Oapy to the public or will you be using it internally for Impression?”\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Oapy will be available to the public. It started initially as internal but there has been a lot of interest in it and what it can achieve. It should be coming out soon. [UPDATE: Oapy has been released to the public, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Foapy-impression.streamlit.app\u002F\">click here\u003C\u002Fa>]\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cem>“What is the best strategy to ask the right questions to get the best possible answer from AI?”\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Here we need to go back to few-shot learning and prompt engineering to get the best possible output. Ask a question as specific as you can from the model and if you provide an example, or five, to make sure the model knows what it needs to give you – you’ll probably get the best result there. In some cases, some models are trained on datasets which don’t have a specific niche, meaning that you might get some nonsense text which isn’t relevant, this is when you’ll want to train it. We recommend giving some examples as this will help you get better results in the form of human-like language.\u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>This blog is an adaptation of a webinar, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fleveraging-ai-to-accelerate-your-seo-workflow\u002F\">watch it for free here\u003C\u002Fa>, or learn more about our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO offering\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":106,"protected":184},21670,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":532,"_yoast_wpseo_metadesc":533,"inline_featured_image":184,"footnotes":5},"How to scale SEO content with AI | Impression","In this blog, we explore AI for SEO, covering the benefits, risks and real-world examples of where we have seen success. Get started with AI SEO.",[193,194],[],[197,537],109,[539,92,200,201,202,203,204,205,206],"post-21642",[],[],[543,544,545,546],{"path":157,"name":158},{"path":212,"name":213},{"path":103,"name":18},{"path":166,"name":105},{"thumbnail":548,"medium":549,"medium_large":551,"large":553,"1536x1536":555,"2048x2048":557,"post-thumbnail":559,"12_col":561,"default_landscape":563,"default_portrait":565,"6_col_and_margin_short":567,"11_col_and_margin":569,"9_col_rectangle":571,"11_col":573,"staff_image_696_600":575,"rectangular_thumbnail":577},{"url":110,"width":218,"height":218},{"url":550,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":552,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":554,"width":225,"height":226},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":556,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":558,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":560,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":562,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":564,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":566,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":568,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":570,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":572,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":574,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":576,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":578,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F02\u002Frolf-van-root-oLthDWAG244-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C259%2C2400%2C960&w=750",[580,587],{"id":186,"path":253,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":581},{"full_bio":10,"job_title":11,"specialist_service_links":582,"photo":585},[583],{"page":584,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":586},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margi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Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.",{"full_bio":593,"job_title":590,"specialist_service_links":594,"photo":605},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n",[595,597],{"page":596,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"page":598,"link_text":264},{"ID":599,"post_author":16,"post_date":600,"post_date_gmt":600,"post_content":5,"post_title":264,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":601,"to_ping":5,"pinged":5,"post_modified":602,"post_modified_gmt":602,"post_content_filtered":5,"post_parent":15,"guid":603,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":604},57,"2020-03-12 15:49:37","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":606,"id":606,"title":607,"filename":608,"filesize":23,"url":609,"link":610,"alt":5,"author":35,"description":5,"caption":5,"name":611,"status":37,"uploaded_to":23,"date":612,"modified":613,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":614},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","charlie-norledge","2021-07-15 16:28:10","2021-10-11 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dered":118},{"rendered":758,"protected":184},"\n\u003Cp>January 2022 saw some Google products updates, tweaks, and a new Search Console API.\u003C\u002Fp>\n\n\n\n\u003Cp>This month’s Google algorithm and search updates post explores:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Timeline for bringing page experience ranking to desktop\u003C\u002Fli>\u003Cli>John Mueller: Impressions do not equal search volume\u003C\u002Fli>\u003Cli>Changes to Google’s advice on recipe structured data\u003C\u002Fli>\u003Cli>Google SERP analysis: PAA appears 10x more than featured snippets\u003C\u002Fli>\u003Cli>Google announces business profile API deprecations\u003C\u002Fli>\u003Cli>Google’s new Search Console URL inspection API\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As usual, we’re using a traffic light system to demonstrate each update’s relative significance:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>A red light is for a priority update that requires your attention\u003C\u002Fli>\u003Cli>An amber light signifies an update requiring less attention but worth keeping an eye on\u003C\u002Fli>\u003Cli>A green light highlights less pressing news\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"timeline-for-bringing-page-experience-ranking-to-desktop\">Timeline for bringing page experience ranking to desktop\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cmeta charset=\"utf-8\">Google has announced its timeline for bringing page experience ranking to desktop. This work will build on top of the page experience update rolled out on mobile between June and August 2021.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"rollout-will-begin-in-february-2022\">Rollout will begin in February 2022\u003C\u002Fh3>\n\n\n\n\u003Cp>Google will begin using page experience as part of the desktop ranking system beginning in February 2022, with a view to completing the rollout by the end of March. The ranking launch will be based on all of the same page experience signals rolled out for mobile in the summer last year. \u003C\u002Fp>\n\n\n\n\u003Cp>This means that the three Core Web Vitals metrics, LCP, FID, and CLS, and their associated thresholds will apply for desktop ranking. Other aspects of page experience including HTTPS security and the absence of intrusive interstitials will remain the same as well.\u003C\u002Fp>\n\n\n\n\u003Cp>For websites with separate desktop and mobile URLs with an appropriate configuration, the desktop signal is based on the URLs that desktop users see.  \u003Cbr>Site owners are able to understand how their desktop pages are performing with regards to page experience using the Desktop section in the \u003Ca href=\"https:\u002F\u002Fsearch.google.com\u002Fsearch-console\u002Fpage-experience\" target=\"_blank\" rel=\"noreferrer noopener\">Google Search Console Page Experience report.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>It is now important to ensure that pages on your website for both desktop and mobile users perform well for the page experience metrics. If your desktop pages are currently performing poorly for any of these metrics, you may experience a decrease in rankings once Google has finished rolling out the update. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"john-mueller-impressions-do-not-equal-search-volume\">John Mueller: Impressions do not equal search volume\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In response to a question on Twitter, Google’s Search Advocate John Mueller has explained that impressions in Google Search Console do not equal search volume:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">The impressions are the impressions your site received in search. It's not necessarily all the impressions shown to all users. It's not the search volume. Also, all tools guess & simplify search volume, so the numbers you see in search volume tools will always be wrong.\u003C\u002Fp>— 🐄 John 🐄 (@JohnMu) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FJohnMu\u002Fstatus\u002F1487502695434969094?ref_src=twsrc%5Etfw\">January 29, 2022\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>That is to say, there’s not a direct correlation between impressions in Google Search Console and the search volumes you find in tools like Google Keyword Planner, Ahrefs, and Semrush.\u003C\u002Fp>\n\n\n\n\u003Cp>This is an important point to get your head around as impressions can be an invaluable source of data in SEO. They help us to gauge the search demand behind the topics our sites rank for and inform our optimisation efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Google’s \u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F7042828?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">guidance on the impression metric\u003C\u002Fa> states that:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“An impression means that a user has “seen” a link to your site in Search, Discover, or News […] an impression is counted whenever an item appears in the current page, whether or not the item is scrolled into view. For scrolled results without paging, such as image search in mobile, the item must typically be scrolled into view to count an impression.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>If your site is ranking on the second page of the search results for a keyword, an impression will be counted every time a user clicks through to the second page (they don’t necessarily have to scroll down to your sitelink).\u003C\u002Fp>\n\n\n\n\u003Cp>With this definition in mind, you might expect the impressions for a site ranking in position one for a keyword to equate to the total search volume shown by your tools. The explanation as to why this isn’t the case is twofold:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>The search volume data shown in your keyword research tool is an estimate – the numbers will never be completely accurate.\u003C\u002Fli>\u003Cli>Google’s ranking algorithm personalises search results based on information such as the user’s current location and search history, meaning different people see different results. So, even if your site ranks in the top spot for \u003Cem>some\u003C\u002Fem> searches, this won’t be the case for \u003Cem>all\u003C\u002Fem> searches (so impression data won’t account for 100% of total search volume). \u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>The key takeaway here is that the total number of searches for a keyword will always be more than the impressions you’re seeing in Google Search Console.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Even though Search Console impressions will never account for the total number of searches, they still offer us crucial first-party insight into the search demand behind the keywords we rank for. \u003C\u002Fp>\n\n\n\n\u003Cp>As SEOs, we can use this data to inform our optimisation work. If we know that a URL is ranking and receiving lots of impressions for certain keyword clusters, we can optimise the page to focus more closely on the topics behind these keywords. This is a data-driven decision based on the understanding that users are searching for the terms and Google already views us as a somewhat relevant result.\u003C\u002Fp>\n\n\n\n\u003Cp>Our impression data might not give us a complete picture, but it’s still a much more valid source of insight than the search volumes provided by third-party tools. The fact that a page receives impressions for a keyword tells us that real-world users in relevant locations are actually searching for it (and being shown our site in the results).\u003C\u002Fp>\n\n\n\n\u003Cp>Third-party search volume data has its place when we’re initially creating pages and don’t yet have first-party data available. That said, once the pages have been indexed and we’re looking to optimise them further, it’s advisable to shift our focus towards the firsthand Search Console data we have at our disposal.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"changes-to-googles-advice-on-recipe-structured-data\">Changes to Google’s Advice on Recipe Structured Data\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Cstrong>Google has updated its guidance on using Recipe structured data. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In general terms, structured data is used to help search engines understand our content and display it in \u003Ca href=\"\u002Fblog\u002Fserp-features\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">SERP features\u003C\u002Fa>. Recipe structured data is a specific type that enables Google to include a site’s recipe content in Recipe Enhancements such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Recipes on Search (see the example below)\u003C\u002Fli>\u003Cli>Recipe Carousels (similar but in a scrolling carousel layout)\u003C\u002Fli>\u003Cli>Guided Recipes (recipe guidance on Google Home and smart displays).\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"698\" height=\"407\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fcocktail-recipes-structured-data-example.png?auto=compress%2Cformat&q=90\" alt=\"Example of recipes structured data for pina colada cocktails in SERPs.\" class=\"wp-image-15465\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>In January 2022, Google amended its guidance on how to implement Recipe structured data. The following changes have been made:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>The prepTime and cookTime properties no longer accept a range of times – only exact preparation and cooking times are now allowed.\u003C\u002Fli>\u003Cli>You can now use minimum and maximum elements to specify a range of times for the totalTime property instead.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>These changes in guidance might seem relatively small, but it’s important to update your Recipe structured data implementation if your site posts recipe content. \u003C\u002Fp>\n\n\n\n\u003Cp>Structured data that specifies a time range for prepTime and cookTime is no longer valid, so you’ll need to update this to ensure your recipes are still eligible for rich results such as Recipes on Search. Equally, you may want to consider adding a range of times to your totalTime properties.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-serp-analysis-paa-appears-10x-more-than-featured-snippets\">Google SERP analysis: PAA appears 10x more than featured snippets\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>A traditional practice of optimising your content for better organic search performance has been to try and earn what are known as featured snippets. However, data recently published by Kevin Indig, director of SEO at Shopify, suggests that a decline in the number of featured snippets over the past 3 years may mean that optimising for featured snippets should be lower on your priority list than first thought. \u003C\u002Fp>\n\n\n\n\u003Cp>What’s interesting, is that as featured snippets have been slowly fading out of the search landscape, People Also Asked (PAA) boxes have been taking their place.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-the-data-tells-us\">What the data tells us \u003C\u002Fh3>\n\n\n\n\u003Cp>Indig looked at three years’ worth of data (June 2018 – June 2021), looking at a sample of more than 100,000 keywords and the percentage of SERP features displayed for those keywords on both mobile and desktop search. \u003C\u002Fp>\n\n\n\n\u003Cp>The notable findings were:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The noticeable decline of featured snippets and subsequent increase in PPA boxes started in around March 2020 and can be seen on both mobile and desktop. \u003C\u002Fli>\u003Cli>PAA boxes appeared on 10x more SERPs – 65% vs 6% as of June 2021.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Changes like this may seem minor, but it can have implications for your day-to-day SEO work and can even result in some unexpected traffic changes. You can use tools to track how many featured snippets you’ve won or lost, and earning a featured snippet may lead to greater SERP visibility. With fewer featured snippets available, you may have seen an impact on the amount of traffic certain pages have been receiving, as well as organic click-through rates.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-announces-business-profile-api-deprecations\">Google announces Business profile API deprecations\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>With the release of Google’s new APIs as part of their federated model, existing endpoints will be deprecated and eventually sunset.\u003C\u002Fp>\n\n\n\n\u003Cp>Deprecation indicates that the version of the API will continue to function as expected, but may not be updated with new features or bug fixes. Support will be limited.\u003C\u002Fp>\n\n\n\n\u003Cp>Sunset indicates that the version of the API is removed and no longer available.\u003C\u002Fp>\n\n\n\n\u003Cp>The Business Profile API lets developers build applications that interact directly with their business location information on the Business Profile server. With these applications, chains and third parties can more efficiently manage their large or complex Business Profile accounts.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The full list of deprecations can be found \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fmy-business\u002Fcontent\u002Fsunset-dates\" target=\"_blank\" rel=\"noreferrer noopener\">here\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Business profile API’s are important for showing up when customers search for businesses on Google Search and Maps. They allow you to easily manage multiple locations and leverage the latest engagement features to stay connected to customers. Users should be aware of the deprecations to ensure their local SEO efforts are not impacted.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"googles-new-search-console-url-inspection-api\">Google’s new Search Console URL Inspection API\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>At the end of January, Google launched a brand new \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2022\u002F01\u002Furl-inspection-api\" target=\"_blank\" rel=\"noreferrer noopener\">Google Search Console URL Inspection API\u003C\u002Fa> to complement the existing \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fwebmaster-tools\" target=\"_blank\" rel=\"noreferrer noopener\">Search Console API\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>The URL Inspection API allows SEOs and webmasters to programmatically access URL data for properties they manage in Search Console. That also allows for implementations into external apps to debug and optimise their pages for improved crawling and indexation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s still early days but having this API is a great way to access URL-level data for more granular analysis of technical SEO practices. \u003Ca href=\"https:\u002F\u002Fsearchengineland.com\u002Fseo-tools-google-search-console-url-inspection-api-379955\" target=\"_blank\" rel=\"noreferrer noopener\">Aleyda Solis put together a list of use cases for the URL Inspection API\u003C\u002Fa>, with the most notable one being inspecting URLs in bulk.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>If you’d like to discuss how these changes will affect you – and what Impression can do to help out – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today.\u003C\u002Fp>\n",{"rendered":119,"protected":184},15650,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":762,"_yoast_wpseo_metadesc":763,"inline_featured_image":184,"footnotes":5},"January 2022 Google algorithm and search industry updates | Impression","This post explores key Google algorithm and search industry updates from January 2022 and explains what they mean for you. Learn more here.",[765,193],43,[],[197],[769,92,200,201,202,203,204,770,205],"post-15451","category-google-algorithm-updates",[],[],[774,775,776,777],{"path":157,"name":158},{"path":212,"name":213},{"path":127,"name":128},{"path":166,"name":118},{"thumbnail":779,"medium":780,"medium_large":782,"large":784,"1536x1536":786,"2048x2048":788,"post-thumbnail":790,"12_col":792,"default_landscape":794,"default_portrait":796,"6_col_and_margin_short":798,"11_col_and_margin":800,"9_col_rectangle":802,"11_col":804,"staff_image_696_600":806,"rectangular_thumbnail":808},{"url":123,"width":218,"height":218},{"url":781,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":783,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":785,"width":225,"height":226},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":787,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":789,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":791,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":793,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":795,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":797,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":799,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":801,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":803,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":805,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":807,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":809,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F02\u002Fjanuary-2022-google-algorithm-and-search-industry-updates-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[811],{"id":186,"path":253,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":812},{"full_bio":10,"job_title":11,"specialist_service_links":813,"photo":816},[814],{"page":815,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":817},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium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ntry":408},{"@type":411,"name":432,"geo":892,"address":893},{"@type":414,"latitude":434,"longitude":435},{"@type":403,"streetAddress":437,"addressLocality":438,"addressRegion":439,"postalCode":440,"addressCountry":441},[895,896,897],{"@type":444,"name":445},{"@type":444,"name":447},{"@type":444,"name":441},{"@type":450,"@id":451,"name":4,"image":899,"description":6,"sameAs":900,"url":173},{"@type":358,"inLanguage":338,"@id":453,"url":8,"contentUrl":8,"caption":4},[169,455],{"self":902,"collection":907,"about":909,"author":911,"replies":913,"version-history":916,"predecessor-version":920,"wp:featuredmedia":924,"wp:attachment":927,"wp:term":930,"curies":937},[903],{"href":904,"targetHints":905},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F15451",{"allow":906},[476,477,478,479,480],[908],{"href":483},[910],{"href":486},[912],{"embeddable":87,"href":489},[914],{"embeddable":87,"href":915},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=15451",[917],{"count":918,"href":919},18,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F15451\u002Frevisions",[921],{"id":922,"href":923},20815,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F15451\u002Frevisions\u002F20815",[925],{"embeddable":87,"href":926},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F15650",[928],{"href":929},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=15451",[931,933,935],{"taxonomy":509,"embeddable":87,"href":932},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=15451",{"taxonomy":512,"embeddable":87,"href":934},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=15451",{"taxonomy":152,"embeddable":87,"href":936},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=15451",[938],{"name":518,"href":519,"templated":87},{"id":940,"date":941,"date_gmt":941,"guid":942,"modified":133,"modified_gmt":133,"slug":943,"status":19,"type":92,"link":132,"title":944,"content":945,"excerpt":947,"author":186,"featured_media":948,"comment_status":949,"ping_status":949,"sticky":184,"template":5,"format":188,"meta":950,"categories":952,"collections":953,"coauthors":954,"class_list":955,"acf":957,"head_links":958,"breadcrumbs":959,"url_path":132,"search_description":951,"featured_image_urls":964,"authors":996,"type_nicename":260,"reading_minutes":134,"category":1004,"yoast_title":1007,"yoast_meta":1008,"yoast_json_ld":1036,"_links":1093},11305,"2021-09-13T00:00:00",{"rendered":132},"august-2021-google-algorithm-search-industry-updates",{"rendered":130},{"rendered":946,"protected":184},"\n\u003Cp>A little late of schedule, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fgooglesearchc\u002Fstatus\u002F1433503909742534658\">Google announced that its Page Experience update had been fully rolled out as of 2nd September\u003C\u002Fa>. Aside from that, there were several other algorithm and search industry updates. In this post, we’ll explore:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The completed roll out of Google’s Link Spam Update\u003C\u002Fli>\u003Cli>Google rewriting meta titles in SERPs\u003C\u002Fli>\u003Cli>Google limiting one ClaimReview element per page\u003C\u002Fli>\u003Cli>Safe browsing no longer being a page experience ranking signal\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Following our approach in previous posts, updates are set out in terms of their significance using our traffic light system – a red light is used for a key update that should be a priority, a green light is for news that is less immediately significant, and amber signifies that the update is of moderate importance.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on for the latest news and updates in the search industry.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-link-spam-update-has-finished-rolling-out\">Google Link Spam Update Has Finished Rolling Out\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZSroDEol-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"350\" height=\"350\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-link-spam-update-done-rolling-out-351483\">Google originally said the link spam update would take two weeks to roll out\u003C\u002Fa>. However, it took a total of 4 weeks, and therefore an additional two weeks to complete. Google did not address why there was a delay in the roll out. \u003C\u002Fp>\n\n\n\n\u003Cp>The reason for this update was to improve the quality of the search results. This algorithm is designed to be effective at identifying and nullifying link spam more broadly, across multiple languages. \u003C\u002Fp>\n\n\n\n\u003Cp>“Sites taking part in link spam will see changes in Search as those links are re-assessed by our algorithms,” Google wrote.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>If you see any big changes to your rankings over the last month, it might be related to this update. Make sure your links are natural and in accordance with Google’s webmaster guidelines. \u003C\u002Fp>\n\n\n\n\u003Cp>Google has stated that  “Site owners should make sure that they are following the best practices on links, both incoming and outgoing. Focusing on producing high-quality content and improving user experience always wins when compared to manipulating links. Promote awareness of your site using appropriately tagged links, and monetize it with properly tagged affiliate links.”\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-has-started-rewriting-title-tags-in-serps\">Google has started rewriting title tags in SERPs\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FKKBIE02u-Red.png\" alt=\"red traffic light\" class=\"wp-image-14608\" width=\"350\" height=\"350\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Over the course of August, we saw \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-is-rewriting-title-tags-in-serps\u002F416793\u002F\">Google starting to rewrite title tags in SERPs\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>For many years now, the search engine has been known to make small tweaks to title tags – for example, adding the brand’s name at the end or modifying the title to make it more relevant to a user’s query. However, the changes we are now seeing are more significant.\u003C\u002Fp>\n\n\n\n\u003Cp>In most cases, title tags are being replaced with the h1 tag on a given page. Other SEOs have noticed that the new titles have been derived from alternative sources, including other headings on the page and even the anchor text of internal links pointing to the page:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">This is interesting… I think someone posted about this earlier today:\u003Cbr>\u003Cbr>For this article's title in the SERP, Google is not only *not* displaying the <title> tag, it's also not displaying the <h1>.\u003Cbr>\u003Cbr>Instead, it's displaying the anchor text from an internal link to the article. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FCmQS4Lvgf9\">pic.twitter.com\u002FCmQS4Lvgf9\u003C\u002Fa>\u003C\u002Fp>— Lily Ray 😏 (@lilyraynyc) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Flilyraynyc\u002Fstatus\u002F1427755621311471616?ref_src=twsrc%5Etfw\">August 17, 2021\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Google’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2021\u002F08\u002Fupdate-to-generating-page-titles\">announcement on how it generates web page titles\u003C\u002Fa> had this to say about the sources of the new titles:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“We consider the main visual title or headline shown on a page, content that site owners often place within <H1> tags or other header tags, and content that’s large and prominent through the use of style treatments.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>Other text contained in the page might be considered, as might be text within links that point at pages.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Where previously some titles were adapted to suit a user’s query, Google has now opted to go with one universal title for each page irrespective of the search term used:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>“Before this [update], titles might change based on the query issued. This generally will no longer happen with our new system. This is because we think our new system is producing titles that work better for documents overall, to describe what they are about, regardless of the particular query.”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst the update is well-intentioned, numerous commentators on Twitter have pointed out instances in which the new title tags are either a much worse fit for the page or even misrepresent what a particular page is about –  \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FJohnMu\u002Fstatus\u002F1428009891885682694\">see the full discussion\u003C\u002Fa> for examples.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>In some cases, the updated title tags have resulted in a massive decrease in the number of users clicking through to a page from the search results, causing a drop in traffic to the site. Wordstream reported that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wordstream.com\u002Fblog\u002Fws\u002F2021\u002F08\u002F26\u002Fgoogle-page-title-update\">title rewrites had dropped its CTRs by as much as 37%\u003C\u002Fa>. So, how can you tell if this update has affected your site?\u003C\u002Fp>\n\n\n\n\u003Cp>The first step is to identify which (if any) of your site’s title tags are being rewritten. If you have access to the SEO tool, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.sistrix.com\u002F\">SISTRIX\u003C\u002Fa>, you can make use of their new title changes functionality: enter your domain name, then navigate to SERPs > SERP-Snippets > Show title changes. The interface displays the title tag of a page in red and the changes in green:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002Fsistrix-screenshot.png\" alt=\"\" class=\"wp-image-50127\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>If you don’t have access to this tool, Andrew Charlton has created a free title checker script that works in Google Sheets. He’s shared a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fbertiecharlton\u002Fstatus\u002F1430116062620798977\">demo of the tool on Twitter\u003C\u002Fa> – you can register and download it to get free access to up to 600 requests per month.\u003C\u002Fp>\n\n\n\n\u003Cp>Once you’ve identified any new titles, consider whether the changes are problematic or if they might actually be for the best. Look at how the CTR of the page has changed, as well as other engagement metrics that could indicate a mismatch between the new title and the content of the page (e.g. a dramatic increase in bounce rate or reduced time on page).\u003C\u002Fp>\n\n\n\n\u003Cp>Should you find that Google is replacing your title tags with h1s, the simple solution is to change your h1 tags to match title tags more closely. Alternatively, choose a different h1 that you’d be happy being used as both the heading and title of a page.\u003C\u002Fp>\n\n\n\n\u003Cp>Whichever way you respond to title rewrites, bear in mind that the keywords you use in your original title tag are what Google looks at for ranking purposes – whilst the new titles might affect CTRs and could hinder the performance of a page over time, they shouldn’t have any direct effect on your organic rankings.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-now-limits-one-claimreview-element-per-page\">Google now limits one ClaimReview element per page\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FfugZ2nnt-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"350\" height=\"350\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>If your web page reviews claims made by others, you can include ClaimReview structured data on your web page. ClaimReview structured data can enable a summarised version of your fact check to display in Google Search results when your page appears in search results for that claim.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has updated its technical guidelines for Fact Check structured data, meaning that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-now-limits-one-claimreview-element-per-page-350862\">a page must only have \u003Cstrong>one\u003C\u002Fstrong> ClaimReview element\u003C\u002Fa> and that multiple fact checks per page is no longer allowed.\u003C\u002Fp>\n\n\n\n\u003Cp>Guidelines now state that “to be eligible for the single fact check rich result, a page must only have one ClaimReview element. If you add multiple ClaimReview elements per page, the page won’t be eligible for the single fact check rich result.”\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>If your site does show fact check rich results in search and you are using multiple ClaimReview elements on a single page, you may want to try removing all ClaimReview elements apart from one in order to adhere to guidelines. Google’s guidelines now only allow one per page and thus your rich results for Fact Check may stop showing if you are showing more than one per page.\u003C\u002Fp>\n\n\n\n\u003Cp>Make sure to review the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fadvanced\u002Fstructured-data\u002Ffactcheck#technical-guidelines\">guidelines\u003C\u002Fa> for Fact Check rich results \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-drops-safe-browsing-as-a-page-experience-ranking-signal\">Google drops safe browsing as a page experience ranking signal\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FfugZ2nnt-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"350\" height=\"350\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Via \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-drops-safe-browsing-as-a-page-experience-ranking-signal-350995\">Search Engine Land\u003C\u002Fa> on 4th August, Google announced the removal of the safe browsing signal from its page experience update. The company made the decision after recognising that issues such as site hacking weren’t “always within the control of site owners”.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Having a secure site will always be important for users so that makes it important for site owners and search marketers. But it’s good that this won’t be a ranking signal that could otherwise affect a site that went under attack despite their security measures, for example.\u003C\u002Fp>\n",{"rendered":131,"protected":184},11307,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":951,"inline_featured_image":184,"footnotes":5},"This post explores key Google algorithm and industry updates from August 2021, including Google's controversial title tag 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has come and gone once more with one of its best sets of talks yet. It was the second online-only conference due to the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcovid-19-the-seo-impact-and-how-to-respond\u002F\">COVID-19 pandemic\u003C\u002Fa> and a group of the Impression team attended a variety of talks. We discussed the ones we watched and what we learnt from them.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"about-brightonseo\">About brightonSEO\u003C\u002Fh2>\n\n\n\n\u003Cp>BrightonSEO is a bi-annual digital marketing conference with training courses and talks covering every facet of our industry. It usually takes place in April and September each year but this year’s Spring edition was at the end of March with a summer edition scheduled for 8th–9th July.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"jonathan-theuring\">Jonathan Theuring\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"link-building-in-2021-when-youre-a-bit-crap-at-pr-by-stacey-macnaught\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Fstaceycav\u002Flink-building-in-2021-when-youre-a-bit-crap-at-pr-brightonseo\">Link Building in 2021 (When You’re a Bit Crap at PR)\u003C\u002Fa> by Stacey MacNaught\u003C\u002Fh3>\n\n\n\n\u003Cp>Stacey began the talk by clarifying that she is an SEO who builds links as part of her job – definitely \u003Cem>not\u003C\u002Fem> a PR pro. Digital PR, she argues, is about so much more than just building links: PRs look into social, brand awareness, TV, and even crisis management.\u003C\u002Fp>\n\n\n\n\u003Cp>The approach Stacey puts forward is about building links in passive ways. This involves a mindset shift: rather than \u003Cem>being \u003C\u002Fem>the story as is usually the case in digital PR, it’s possible to be a part of someone else’s story.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Reactive PR or “inbound PR”\u003C\u002Fstrong>: Stacey’s top tips are to respond fast and selectively things like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fhashtag\u002Fjournorequest\">#journorequest on Twitter\u003C\u002Fa> and prepare a bio with headshots ready, and check platforms constantly.\u003C\u002Fli>\u003Cli>\u003Cstrong>Link bait\u003C\u002Fstrong>: This approach definitely works for keyword areas like “statistics”, “trends”, and “downloads”, and builds links gradually over time.\u003C\u002Fli>\u003Cli>\u003Cstrong>“Stealable assets”\u003C\u002Fstrong>: Create banks of assets like images and publish under \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcreativecommons.org\u002F\">Creative Commons\u003C\u002Fa>. Stacey uses Flickr for distribution, setting the images as available for reuse under Creative Commons.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fstaceycav\">@staceycav on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"automating-content-optimisation-and-how-to-test-the-impact-on-ctr-and-ranks-by-michael-costanzo\">Automating content optimisation and how to test the impact on CTR and ranks by Michael Costanzo\u003C\u002Fh3>\n\n\n\n\u003Cp>Michael is currently a Senior SEO Manager at Trainline. The aim of automating content optimisation is to identify quick-wins that can be applied to lots of pages at scale to achieve growth. However this only works for already semi-automated sites with lots of Google Search Console (GSC) data and a developer or CMS that allows you to roll out page changes in bulk.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>For larger sites, it’s impossible to optimise pages one at a time so everything has to be done at scale.\u003C\u002Fli>\u003Cli>Identify quick-wins that are applicable to many pages at scale to achieve growth.\u003C\u002Fli>\u003Cli>Michael’s approaches won’t work for sites that upload content one page at a time.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuk.linkedin.com\u002Fin\u002Fmichaelcostanzo1\">Michael Costanzo on LinkedIn\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ben-garry\">Ben Garry\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-weve-discovered-about-discover-by-alice-foster\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FAliceFoster16\u002Fbrighton-seo-2021-what-weve-discovered-about-discover\">What we’ve discovered about Discover\u003C\u002Fa> by Alice Foster\u003C\u002Fh3>\n\n\n\n\u003Cp>Alice Foster gave us a fascinating glimpse into both the world of Google Discover and the life of an SEO in the journalism world with her talk. She started with surprising stats about the reach of Google Discover, including that it provides more traffic for her paper, The Times, than Google Search does.\u003C\u002Fp>\n\n\n\n\u003Cp>She then provided insights into what does and doesn’t work for the platform, emphasising the need for catching a user’s eye and engaging them in the feed over the usual SEO approach of keyword targeting, which doesn’t apply here.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cp>Alice finished by summing up her recommendations into 6 points: think in topics, write compelling headlines, use scroll-stopping pictures, demonstrate \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseo-and-e-a-t-considerations-ymyl-sector-2020\u002F\">E-A-T\u003C\u002Fa>, provide a great mobile experience, and experiment with web stories.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Falice__foster\">@Alice__Foster on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"rhianne-moriarty\">Rhianne Moriarty\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-content-marketing-can-skyrocket-your-brand-authority-by-amanda-milligan\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FFractl\u002Fhow-content-marketing-can-skyrocket-your-brand-authority\">How Content Marketing Can Skyrocket Your Brand Authority\u003C\u002Fa> by Amanda Milligan\u003C\u002Fh3>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>“Amazing content can’t make up for a bad product or service.”\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Authoritative content is determined by how rank worthy and link worthy it is.\u003C\u002Fp>\n\n\n\n\u003Cp>Rank worthy content shows authority through consumers seeing you as the people who ‘know best’. In order to rank, you need to meet the user’s intent, and think about whether you’re answering what people want to know. The intent and format should inform the content that you create.\u003C\u002Fp>\n\n\n\n\u003Cp>Link worthy content follows a ‘promotional trifecta’ involving widely appealing content, original data and a surprise factor.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpromotional-trifecta.jpg\" alt=\"\" class=\"wp-image-49217\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Search intent is the most important thing for building authority – answer the questions.\u003C\u002Fli>\u003Cli>User intent informs article length, included topics, graphic types, content format, promotional plan\u003C\u002Fli>\u003Cli>Just because something is ranking high now doesn’t mean it’s the best answer to the keyword inquiry, it might just mean nothing better exists yet\u003C\u002Fli>\u003Cli>Use the promotional trifecta when creating link worthy content to help build authority\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fmillanda\">@millanda on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-successfully-create-audiences-that-drive-action-for-your-brand-by-ned-quekett\">\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002FEdwardQuekett\u002Frelevance-how-to-successfully-create-audiences-that-drive-action-for-your-brand-brightonseo-spring-2021\">How to successfully create audiences that drive action for your brand\u003C\u002Fa> by Ned Quekett\u003C\u002Fh3>\n\n\n\n\u003Cp>Ned outlined that “just because someone is spending money, it doesn’t mean that they are the one who is consciously deciding how that money is being spent” – deciding who to reach is important when it comes to SEO.\u003C\u002Fp>\n\n\n\n\u003Cp>Examples of this in action is the parents vs kids\u002Fteens. Kids\u002Fteens are the audience but it’s the parents that pay for it, e.g. for video games, cereals etc.\u003C\u002Fp>\n\n\n\n\u003Cp>Ned had a great analogy about survivorship bias and targeting your audiences from a book called how not to be wrong by Jordan Ellenberg, which makes an analogy with planes and bullet holes. The analogy can be read \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002F@penguinpress\u002Fan-excerpt-from-how-not-to-be-wrong-by-jordan-ellenberg-664e708cfc3d\">here\u003C\u002Fa> and relates back to the talk in the sense that you should not put armour where the bullet holes are, you should put armour where the bullet holes aren’t.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Target those who drive action – not necessarily those who do the ‘paying’ – junior professionals are often the ones who drive change.\u003C\u002Fli>\u003Cli>Use your site analytics to your advantage.\u003C\u002Fli>\u003Cli>What are the standout trends that unite the analytics of the visitors for your site?\u003C\u002Fli>\u003Cli>What passions unite your customers? You need to put things that resonate with them, in front of them, what can you do to make sure people know you are speaking to them and just to them?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Frevisit\">@revisit on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"luca-hargrave\">Luca Hargrave\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"user-experience-and-accessibility-by-niki-mosier\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FNikiMosier\u002Fuser-experience-and-accessibility-brightonseo-march-2021\">User Experience and Accessibility\u003C\u002Fa> by Niki Mosier\u003C\u002Fh3>\n\n\n\n\u003Cp>This talk was about web accessibility and the importance of good user experience, not just from a user perspective, but now increasingly for SEO. The \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-webinar\u002F\">Core Web Vitals update\u003C\u002Fa> will put a lot more emphasis on usability for SEO and websites with good visibility across all devices for multiple users will be rewarded.\u003C\u002Fp>\n\n\n\n\u003Cp>Around 17% of the American population suffers from some form of disability, whether it be visual or auditory, or mobility issues and cognitive impairments, and these factors should be taken into consideration when creating digital content to accommodate the various methods people use to access the web.\u003C\u002Fp>\n\n\n\n\u003Cp>As well as users with disabilities, you should consider whether your content is easily accessible to the elderly or those with poor wifi speed. Failing to make your website accessible inadvertently narrows your target market, leading to lost revenue, negative effects on your brand reputation, and potential legal and ADA accessibility standards breaches.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Making your content more accessible is not only vital for inclusivity, as of spring 2021, it should also help improve your website’s rankings.\u003C\u002Fli>\u003Cli>There are some useful tools to help you test your site’s usability including Google Lighthouse and WordPress Plugins.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fnikers85\">@nikers85 on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"international-linkbuilding-how-to-scale-continental-by-dennis-akkerman\">International Linkbuilding – How To Scale Continental by Dennis Akkerman\u003C\u002Fh3>\n\n\n\n\u003Cp>This talk was all about how to approach international link building and how there is no “one size fits all approach” to growing a strong backlink profile in a new country and gaining authority.\u003C\u002Fp>\n\n\n\n\u003Cp>Once businesses navigate their chosen path of international site structure, they must find a link building method that works for them. The talk covered several European countries and highlighted the differences in how people like to access content in those countries, as well as the amount of high quality and authoritative domains are based in that country.\u003C\u002Fp>\n\n\n\n\u003Cp>There are also countries in which you should be wary of black-hat link building practices that you may unwittingly be sucked into without having a native speaker working on outreach.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Be patient with international link building as it takes time, and utilise digital PR if possible to accelerate getting local branded backlinks.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FDennis_Akkerman\">@Dennis_Akkerman on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"stakeholder-salad-communication-skills-for-seo-by-kayleigh-toyra\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FKayleighT\u002Fbrightonseo-2021-stakeholder-salad-communication-skills-for-seos-talk-your-way-into-getting-shit-done-245068835\">Stakeholder Salad: Communication Skills For SEO\u003C\u002Fa> by Kayleigh Töyrä\u003C\u002Fh3>\n\n\n\n\u003Cp>This talk was about breaking through some of those stakeholder communication pain points that SEOs deal with regularly in order to be more productive and efficient in their SEO endeavours.\u003C\u002Fp>\n\n\n\n\u003Cp>It covered common communication blockers when dealing with clients and developers, and techniques to overcome them such as education, scoping, and building better relationships.\u003C\u002Fp>\n\n\n\n\u003Cp>Another interesting part of this talk broke down how people view SEO and how they overlook its importance to user experience, accessibility, and serving users better content.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Scoping is a great way of communicating in SEO. Ask yourself, “what am I asking this person to do and what is the purpose behind it?”.\u003C\u002Fli>\u003Cli>Give clear directives, explaining the purpose of what you’re ordering, a time frame and what it will mean in the future context of the SEO strategy.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FKayleighToyra\">@KayleighToyra on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"luke-davis\">Luke Davis\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"control-your-indexability-by-areej-abuali\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Fareejabuali\u002Fbrightonseo-2021-control-your-indexability-243969995\">Control Your Indexability\u003C\u002Fa> by Areej AbuAli\u003C\u002Fh3>\n\n\n\n\u003Cp>Areej’s talk delved into the world of indexability and suggested the best ways to reduce index bloat for larger sites like aggregators and classified ads sites.\u003C\u002Fp>\n\n\n\n\u003Cp>Areej’s advice on how to communicate with product teams and stakeholders to explain necessary changes was my favourite part as that can be more challenging than the implementations at times.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>SEOs shouldn’t work in silos and must integrate with other parts of the business to get results\u003C\u002Fli>\u003Cli>We should also measure our wins in a language that stakeholders can understand and businesses care about\u003C\u002Fli>\u003Cli>It’s okay to feel overwhelmed sometimes (I needed to hear that!)\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fareej_abuali\">@areej_abuali on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-build-simple-web-apps-in-python-to-automate-your-seo-tasks-by-charly-wargnier\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FCharlyWargnier\u002Fhow-to-build-simple-web-apps-to-automate-your-seo-tasks-brightonseo-spring-2021\">How to build simple Web apps in Python to automate your SEO tasks!\u003C\u002Fa> By Charly Wargnier\u003C\u002Fh3>\n\n\n\n\u003Cp>Charly gave a really insightful talk on how to build simple Python Web apps using the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstreamlit.io\u002F\">Streamlit framework\u003C\u002Fa>. He demonstrated some use cases and also demystified the idea that Python or learning to code was difficult or essential for an SEO to be successful. It was probably my favourite talk as I’ve been learning Python over the last couple of years and it has already helped me take my education to the next level.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Ditch Excel when using larger datasets as it can’t handle them\u003C\u002Fli>\u003Cli>Play with APIs to get an idea of how they work\u003C\u002Fli>\u003Cli>Find ways that Python can automate your workflow, freeing up time for tasks that need a human touch\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FDataChaz\">@DataChaz on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"neural-matching-and-how-machines-construct-language-by-jessica-peck\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fpresentation\u002Fd\u002F1l3RLYaw5ti7Qt8m5MdB6v0eGO1lUWaU__fm_jZ4ohwE\u002Fedit\">Neural Matching and How Machines Construct Language\u003C\u002Fa> by Jessica Peck\u003C\u002Fh3>\n\n\n\n\u003Cp>Jess’s talk discussed neural matching and how Google uses it to find connections in language. She looked at it from a search perspective and how digital marketing professionals can use natural language processing (NLP) to optimise content that helps it to rank higher on search engines and serve users the impactful copy at the same time.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways:\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Look past keywords as the start and end of content\u003C\u002Fli>\u003Cli>Provide context for those “fuzzy edges” – the queries that aren’t specific but can still have specific answers\u003C\u002Fli>\u003Cli>Don’t be robotic, be robot-like – use APIs to inform content beyond the traditional sense of copywriting\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Social links\u003C\u002Fstrong>: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fjessthebp\">@jessthebp on Twitter\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"summary\">Summary\u003C\u002Fh2>\n\n\n\n\u003Cp>For many, the Spring 2021 edition of brightonSEO was one of the best yet thanks to a variety of talks from some of the top names in the industry. So many different topics were covered and showcased the advancements in automation, link building, accessibility, and strategy that everyone can use.\u003C\u002Fp>\n\n\n\n\u003Cp>Hopefully, we can also head down to Brighton for the Autumn edition and do it all again but for now, we can take action on some of those key takeaways.\u003C\u002Fp>\n",{"rendered":141,"protected":184},7682,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":184,"footnotes":5},[1143,1144,194],38,45,[1146],{"id":1147,"name":1148,"path":1149},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[197],[1152,92,200,201,202,203,204,1153,1154,206,1155],"post-6060","category-content","category-digital-pr","collections-brighton-seo",[],[],[1159,1160,1161,1162],{"path":157,"name":158},{"path":212,"name":213},{"path":148,"name":149},{"path":166,"name":140},"BrightonSEO has come and gone once more with one of its best sets of talks yet. It was the second online-only conference due to the COVID-19 pandemic and a group of the Impression team attended a variety of talks. We discussed the ones we watched and what we learnt from them. About brightonSEO BrightonSEO is 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