[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpetar-jovetic":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":194,"head_links":196,"breadcrumbs":182,"posts":200,"pages":177,"head":1617},"Petar Jovetic","","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":38,"page_content_modules":94,"hero":178},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n","Executive Director - Organic Media",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":23,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-10-13 10:10:21","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":23,"date":48,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 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Jovetic’s posts",{"data":100,"pages":177},[101,115,125,138,153,164],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Building effective PR strategies ‘BRIC’ by ‘BRIC’","\u003Cp>At Impression, all of our PR strategies are developed off the back of our B.R.I.C framework.  BRIC is a process designed to understand our client’s business through to the customer, their motivations and challenges, through data. The process ensures we can hold our ideas to account, ensure their relevance and build effective customer personas, to […]\u003C\u002Fp>\n","\u002Fblog\u002Fbric-pr-strategies\u002F","2025-02-28T10:33:50",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fgetty-images-RyEfgNzyNT0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":114},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":102,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"Traditional PR vs Digital PR: The key differences and why it’s important","\u003Cp>When approached with a brief for ‘traditional PR’, ‘brand PR’ or ‘Digital PR’, the process we undergo is largely the same… PR fundamentally, is PR, the development of the strategy and the approach are all rooted in creating news and stories that travel across the media.  The purpose of this guide is to outline what […]\u003C\u002Fp>\n","\u002Fblog\u002Ftraditional-pr-vs-digital-pr-whats-difference-whats-point\u002F","2025-02-20T12:06:01",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoOJHByww-050720211625519423_flipboard-650225-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":137},"Measurement in Digital PR and Link Building","\u003Cp>When measuring the performance of digital PR, one common go-to metric is the number of links achieved. Brands may see this as the quintessential KPI that must be included in any campaign. However, we will cover why you should consider a variety of metrics when measuring the success of your digital PR campaigns, rather than […]\u003C\u002Fp>\n","\u002Fblog\u002Fmeasurement-in-digital-pr-and-link-building\u002F","2025-02-11T17:05:24",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=254%2C159%2C1564%2C1564&w=640",[133,136],{"name":134,"image":135},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":139,"excerpt":140,"to":141,"postedAt":142,"readingTime":143,"image":144,"authors":145,"category":150},"ComplE-E-A-T: A framework to unite SEO and CRO strategy","\u003Cp>Historically, getting SEO and CRO teams to align on strategy and agree on the needs of a website has been challenging for marketing and product teams alike. This is despite both of their motivations requiring user-centricity. SEO tactics can easily sway towards influencing search engines only to build organic visibility, losing sight of user needs […]\u003C\u002Fp>\n","\u002Fblog\u002Fcomple-e-a-t-a-framework\u002F","2026-07-07T13:37:39",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=0%2C1200%2C2400%2C2400&w=640",[146,147],{"name":4,"image":111},{"name":148,"image":149},"Isabel Nunez-Lopez","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":151,"name":152},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":102,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":130,"image":158,"authors":159,"category":161},"4 Digital PR tips for Black Friday","\u003Cp>Black Friday is one of those key dates that every PR and marketer worth their salt will be prepared for well in advance of the actual date. So, truth be told, if you haven’t started thinking about your own digital PR strategy for Black Friday 2024, you’re on the back foot. But given the pace […]\u003C\u002Fp>\n","\u002Fblog\u002Fdigital-pr-for-black-friday\u002F","2024-11-14T14:37:54","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FD6Xq1Wo8-050720211625503719_black-friday-pr.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[160],{"name":4,"image":111},{"to":162,"name":163},"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday",{"type_key":102,"title":165,"excerpt":166,"to":167,"postedAt":168,"readingTime":169,"image":170,"authors":171,"category":176},"Optimising UX for Airline websites: 5 steps to good accessibility","\u003Cp>As we hit the summer months, more people will be browsing holiday destinations and booking their annual beach break. For airlines, an increase in traffic to their website is great for business, resulting in a higher conversion rate of users going from wishful window shoppers to purchasing jet setters. But what if there was a […]\u003C\u002Fp>\n","\u002Fblog\u002Foptimising-ux-for-airline-websites\u002F","2025-02-12T17:13:08",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[172,175],{"name":173,"image":174},"Michael Weir","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":111},{"to":151,"name":152},"7",{"type":179,"style":180,"title":181,"heading":4,"intro":10,"services":12,"breadcrumbs":182,"photo":56,"social":194},"author","dark","Meet the Team",[183,186,189,192],{"path":184,"name":185},"\u002F","Home",{"path":187,"name":188},"\u002Fabout\u002F","About Us",{"path":190,"name":191},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":193,"name":4},null,{"twitter":5,"linkedin":195},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F",[197],{"rel":198,"href":199},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[201,519,712,947,1191,1380],{"id":202,"date":203,"date_gmt":203,"guid":204,"modified":106,"modified_gmt":106,"slug":206,"status":19,"type":102,"link":105,"title":207,"content":208,"excerpt":211,"author":212,"featured_media":213,"comment_status":20,"ping_status":20,"sticky":210,"template":5,"format":214,"meta":215,"categories":217,"collections":219,"coauthors":220,"class_list":222,"acf":230,"head_links":231,"breadcrumbs":232,"url_path":105,"search_description":239,"featured_image_urls":240,"authors":275,"type_nicename":286,"reading_minutes":107,"category":287,"yoast_title":216,"yoast_meta":289,"yoast_json_ld":343,"_links":469},32273,"2025-02-28T10:33:49",{"rendered":205},"\u002F?p=32273","bric-pr-strategies",{"rendered":103},{"rendered":209,"protected":210},"\n\u003Cp>At Impression, all of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa> strategies are developed off the back of our \u003Cstrong>\u003Cem>B.R.I.C framework\u003C\u002Fem>\u003C\u002Fstrong>. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>BRIC\u003C\u002Fstrong> is a process designed to understand our client’s business through to the customer, their motivations and challenges, through data. The process ensures we can hold our ideas to account, ensure their relevance and build effective customer personas, to make sure that they work hand-in-hand for our client’s objectives. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"brand\">\u003Cstrong>Brand\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Here, we work to understand the brand itself, what are the current perceptions of the brand, how it’s portrayed and how consumers currently react to it. This is based on the sentiment of the brand currently, how the service or product is being reviewed, or how it’s communicated across socials. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"resonance\">\u003Cstrong>Resonance\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Resonance digs into the topics that our customers engage with and care about. By viewing sites with high-affinity (e.g. the sites that customers visit on the same day as yours) we can start to build a picture of topics likely to resonate. Natural language processing can help to identify the topics on these sites specifically, further informing the broader picture. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"issues\">\u003Cstrong>Issues\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>All PR strategies should solve an issue that relates to the customer, but we have to understand these issues first. A customer census is an effective way to dig into issues, or interviewing a handful of customers directly. We can also deduce issues from industry research and publications. After painting a picture of the issues, we can use this to take effective avenues to ideation and produce ideas that will have a real impact. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"customer\">\u003Cstrong>Customer\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>By using the data above, we can begin crafting a picture of the customer, building out clear and defined personas. We understand the issues, topics that resonate and how they may be reacting to the brand and with that understanding we can create an accurate view of those we need to connect with through our PR strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>This process ensures our ideation sessions and ideas are held accountable and given strategic direction and confines when we enter the process. It’s a helpful tool to ensure relevance and to keep the customer and their challenges at the core of our work. \u003C\u002Fp>\n\n\n\n\u003Cp>Successful use of the BRIC framework led to this work we carried out for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fmarmalade-driving-test-backlog\u002F\">Marmalade\u003C\u002Fa> which had understanding and relevance at its core.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-PR_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27525\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":104,"protected":210},59,32280,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":216,"_yoast_wpseo_metadesc":5,"inline_featured_image":210,"footnotes":5},"Building effective PR strategies 'BRIC' by 'BRIC' | Impression",[218],45,[],[221],143,[223,102,224,225,226,227,228,229],"post-32273","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",[],[],[233,234,237,238],{"path":184,"name":185},{"path":235,"name":236},"\u002Fblog\u002F","Blog",{"path":113,"name":114},{"path":193,"name":103},"At Impression, all of our PR strategies are developed off the back of our B.R.I.C framework.  BRIC is a process designed to understand our client’s business through to the customer, their motivations and challenges, through data. The process ensures we can hold our ideas to account, ensure their relevance and build effective customer personas, to 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Lots of names for much of the same thing… \u003C\u002Fp>\n\n\n\n\u003Cp>Essentially, all of the disciplines first and foremost are tasked with earning press coverage and creating positive perceptions of a business between the brand and customers. \u003C\u002Fp>\n\n\n\n\u003Cp>When we think of the media and their readers, many of us will default to what we know – local news sites, tabloid red tops and broadsheets. But press comes in many forms and news is delivered to audiences across different types of sites – some of which we define as ‘non-traditional media’, business’ blog pages, council newsletters, university blogs etc etc. \u003C\u002Fp>\n\n\n\n\u003Cp>The challenge is that the latter doesn’t come with the ‘glitz and glamour’ of the typical red tops. Though for many businesses, coverage in these areas is the pinnacle and places them directly in front of an engaged customer. Typically, this may be seen as leaning more into ‘link building’, ‘digital pr’ or ‘online pr’ and not considered in ‘brand pr’ or ‘traditional pr’. We think that to differentiate all of this activity based on the target is wrong.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-PR_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27525\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Across all of these terms, the output is creative and generally about producing stories that resonate with people and as a result earn press coverage.\u003C\u002Fp>\n\n\n\n\u003Cp>The way we measure PR has changed over the years, largely driven by the value it can bring and the changing media landscape. PR has naturally developed to earn coverage predominantly online. Links earned from one site to another benefit the organic performance of a site on the receiving end and so ‘digital pr’, ‘online pr’ and ‘link building’ was born – and as a channel, sits in the hands of SEOs. \u003C\u002Fp>\n\n\n\n\u003Cp>For the other half, ‘traditional’ and ‘brand PR’, the activity maintains as a brand builder, sitting with PR and marketing teams, but solid, consistent and standard measurement here lacks. \u003C\u002Fp>\n\n\n\n\u003Cp>When we consider the output across all of these channels, there’s multiple tactics. A good ‘PR’ team, however you want to preface it, should be selecting the tactics best suited to achieve your objectives. They should also be measuring organic search impact \u003Cstrong>\u003Cem>and\u003C\u002Fem>\u003C\u002Fstrong>\u003Cem> \u003C\u002Fem>brand impact. PR is the answer to achieving all of these objectives and a good PR team should answer all of these questions and challenges, not just one or the other. \u003C\u002Fp>\n\n\n\n\u003Cp>SEO has long disconnected and siloed from \u003Cem>brand,\u003C\u002Fem> and more often than it should, so has ‘digital pr’, ‘online pr’ and ‘link building’. But it shouldn’t. Often, there’s a real breakdown in businesses between SEO, marketing, social, influencer, brand and comms teams, and the lynchpin to bring them all together is good PR. Employing a PR agency should come from a combined brief across all of these teams, because ultimately it impacts the full performance spectrum and feeds into multiple drivers. If we continue to silo PR within businesses we start to see weight placed in different areas of impact and this is where we see the growth of one-dimensional strategies that fit into the many, many names given to PR. \u003C\u002Fp>\n\n\n\n\u003Cp>While it shouldn’t be the case in our opinion, there are currently differences considered when it comes to the types of activity, why it’s utilised and how the impact of results is measured: \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-activity-measurement\">\u003Cstrong>The activity & measurement\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Fundamentally, all activity within any proactive PR strategy has to be sharable, newsworthy, and have human interest. Press coverage builds brand and affinity, it is also a way for businesses to talk and own issues that are important to them and their customers. \u003C\u002Fp>\n\n\n\n\u003Cp>The outcome or at least the expected outcome of the activity may differ depending on the ‘type’ of PR. In traditional or brand PR, strategies will largely aim for coverage that communicates key messaging or explicitly references a key initiative, service or new offering. The coverage can be earned across print, online and broadcast media. Its success is measured on brand mentions, reach, sentiment, and clarity of the key messaging and in the titles it lands coverage. Its value is dictated by what it may have cost to pay for the piece – historically Advertising Value Equivalent (AVE) was the metric used here. \u003C\u002Fp>\n\n\n\n\u003Cp>Digital PR has the same goals but rather than being treated largely as a communication arm for key messaging within a marketing strategy, it’s leveraged as part of an SEO strategy. SEO strategies have three pillars; content, tech and authority. Digital PR fulfils the authority requirement by earning links back to a target site through press coverage – press titles are naturally authoritative, and links from them are valuable in passing much-needed authority signals to support the organic visibility of a website. \u003C\u002Fp>\n\n\n\n\u003Cp>To encourage a link back to a target website, Digital PR activity generally needs a supporting ‘asset’ hosted on the target site. This asset provides additional insight and content, offering journalists a reason to link to it. Once a link is earned, its impact along with subsequent links, can be measured through the effect it has has on rankings, traffic, impressions and revenue. It’s here where the key difference lies in the main goal of the activity and how it’s measured.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"experience-expertise-authority-and-trust\">\u003Cstrong>Experience, expertise, authority and trust\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>One core principle of PR is to build individual profiles within a business,  increasing the authority businesses have in a field by leveraging the expertise within to secure press coverage. A consideration as part of any successful SEO strategy is how a site communicates its \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F\">EEAT\u003C\u002Fa> credentials and how it can garner trust. PR in any guise is key to achieving that and when considered as part of a wider \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> strategy, where the goal is to drive value to a site – these signals are even more important. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"should-you-invest-in-traditional-pr-or-digital-pr\">\u003Cstrong>Should you invest in traditional PR or digital PR? \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>First, you must establish the key objectives of the activity and how you want its impact to be measured and demonstrated. We’re firm believers that PR is PR and your ‘traditional PR’, ‘brand PR’, ‘digital PR’ or ‘online PR’ team should all be working from the same foundations and knowledge of effective communications. \u003C\u002Fp>\n\n\n\n\u003Cp>We know that all of these strategies will be vying for press coverage and for the most part, there’s no reason why these activities cannot also be leveraged to impact channels like SEO, except for potential barriers related to understanding or integration. \u003C\u002Fp>\n\n\n\n\u003Cp>The skills of all teams should be the same and knowledge and understanding of the PR spectrum should also be present in whichever guise of PR you invest in. When considering the objectives, you may opt to go down a more ‘traditional’ route if you have, for example, an event to plan to launch a new bar. Traditional PR teams may be better equipped here to support where nuances in experience and skill will be important to reaching success. \u003C\u002Fp>\n\n\n\n\u003Cp>Conversely, if you’re within an SEO team and your goal is solely to increase organic visibility, a dedicated Digital PR team will be more effective, owing to the demonstrable experience of building strategies to influence an SEO strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Impression’s Approach\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>We’re a team made up of ex-journalists, traditional PRs and SEOs. We understand the spectrum of PR and our approach will work to deliver against a key business objective, where PR is the channel to drive value and impact, whether this is through communicating key messaging to driving authority to support an SEO strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>Our approach works to fulfil both of these requirements – not neglecting one for another. If you’re considering investing in Digital PR and you already pay for ‘traditional PR’, you should consider how you can make your budget work harder and how you can ensure value is driven across the spectrum from one well-thought-out and effective strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>We did exactly this for our client, Marmalade, fulfilling both its ‘traditional pr’, ‘brand pr’ and ‘digital pr’ requirements within one effective and comprehensive strategy. You can read the full case study \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fmarmalade-digital-pr\u002F\">here\u003C\u002Fa> along with an in-depth campaign example \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fmarmalade-dangerous-driving\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-PR_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27525\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":117,"protected":210},8104,"open",{"_yoast_wpseo_focuskw":532,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":210,"footnotes":5},"traditional PR vs digital PR",[218],[],[221],[537,102,224,225,226,227,228,229],"post-6117",[],[],[541,542,543,544],{"path":184,"name":185},{"path":235,"name":236},{"path":113,"name":114},{"path":193,"name":116},"When approached with a brief for ‘traditional PR’, ‘brand PR’ or ‘Digital PR’, the process we undergo is largely the same… PR fundamentally, is PR, the development of the strategy and the approach are all rooted in creating news and stories that travel across the media.  The purpose of this guide is to outline what 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measuring the performance of \u003Ca style=\"color: orange;\" rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa>, one common go-to metric is the number of links achieved. Brands may see this as the quintessential KPI that must be included in any campaign. However, we will cover why you should consider a variety of metrics when measuring the success of your digital PR campaigns, rather than relying on link quotas. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-current-state-of-link-quotas-in-digital-pr\">\u003Cstrong>The current state of link quotas in digital PR\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignright size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Flink-building-alt-icon.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18046\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>It’s understandable why brands might look for a strong performance metric to measure against. Many brands seek quick or short-term measurement, simple agency or interdepartmental comparisons, or rough-and-ready ROI or pricing calculations. The two of the most common metrics a brand may use to determine this are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>‘How many links have we gained’ \u003C\u002Fli>\n\n\n\n\u003Cli>‘How much coverage have we gained’\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The number of links and coverage gained is easily measurable, so brands tend to focus on establishing link quota requirements as short-term tangible goals – but it’s not ‘just the links’ you should be considering.\u003C\u002Fp>\n\n\n\n\u003Cp>This is not to say that just link measurement should be ignored, however, as link building and coverage are key components of digital PR. But what’s important is to recognise that link gains are not the only determinant of success, but rather a consideration among other a variety of metrics that will help a brand meet its wider business goals.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-focus-on-a-variety-of-metrics-to-measure-success-in-digital-pr\">\u003Cstrong>Why focus on a variety of metrics to measure success in digital PR?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are many other metrics that should be considered in digital PR in addition to link building. Links acquired for your business impact metrics such as site traffic, impressions, search engine visibility (both keyword growth and page rank), and even revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>Digital PR ties both the measurable and technical aspects of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> with the creative nature and outreach of PR. Link building is an invaluable aspect of SEO as it improves your visibility and authority on search engine results pages (SERPs). The importance of backlinks comes from the fact they can directly affect the metrics mentioned above. In addition, they can have benefits such as establishing your expertise, authority, and reputation as an industry leader based on the content produced through thought leadership and creative \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002Fcreative-content-campaigns\u002F\">consumer PR campaigns\u003C\u002Fa>, for example. Additionally, traditional PR methods cannot be understated as the skill sets and techniques required to build the links are essential. Nowadays, more people read coverage online than in print, so there are all of the benefits associated with that as well.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"alignright size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgood-bad-link-building-quality-scales.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18045\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>A link quota can undermine the value of an individual link. Even if outreach results in a link immediately, if you don’t measure the impact, you do your work or your investment a disservice. A link quota-focused digital PR strategy may force lots of links, but if the additional impact of those links are not measured you won’t get a good return on investment. Alternatively, high-quality links, resulting from extensive audience research and accurate outreach targeting, will leave you with a good pool of links that are able to deliver beneficial and tangible outcomes, such as an increase in SERP position and revenue growth. As a result, brands should focus on the multi-faceted impact of quality link building.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"measuring-digital-pr\">\u003Cstrong>Measuring digital PR \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In contrast to traditional SEO link building, digital PR is about trying to understand the product or service being advertised, extracting the key messages surrounding it, and exploring ways to best communicate those messages. This is to ensure that your product or service is featured in places where your audience is already on the web – whether your brand has a specific niche or is well-established in a wider market.\u003C\u002Fp>\n\n\n\n\u003Cp>To take away the key aspects of this blog, digital PR is not a short term silver bullet to change the course of an organic investment, it’s a medium to long term, targeted approach which can generate results far beyond expectations. These are the types of goals you should be considering when building a digital PR campaign:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Owned goals\u003C\u002Fstrong> – A goal directly affected by link building & coverage\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Number of links \u002F linked coverage\u003C\u002Fli>\n\n\n\n\u003Cli>Quality of links\u003C\u002Fli>\n\n\n\n\u003Cli>Topical relevance of links\u003C\u002Fli>\n\n\n\n\u003Cli>Positioning of links\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Shared goals – \u003C\u002Fstrong>A metric to increase alongside other channels\n\u003Cul class=\"wp-block-list\">\n\u003Cli>SERP visibility (keyword growth + ranking growth)\u003C\u002Fli>\n\n\n\n\u003Cli>Website traffic\u003C\u002Fli>\n\n\n\n\u003Cli>Impressions\u003C\u002Fli>\n\n\n\n\u003Cli>Revenue growth\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Ultimately, all digital PR activity should be targeted – every strategy should have an overarching goal – ideally feeding into an ongoing SEO strategy. In addition to recording the measurable gains of digital PR, including links and SEO metrics, brands should also consider the broader benefits, as this will provide you with the ability to fully understand the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fimproving-the-measurable-impact-of-digital-pr\u002F\">measurable impact of digital PR\u003C\u002Fa>. This includes brand awareness, brand sentiment, and the many ways it can be integrated into other marketing channels too, such as building remarketing lists that can be targeted later via paid media. \u003C\u002Fp>\n\n\n\n\u003Cp>If you have any further questions about what measurements you should be considering in your digital PR campaign or how to integrate a digital PR strategy into an ongoing SEO strategy, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>! Alternatively, find out how our digital PR team has helped our clients grow beyond links in our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fservice\u002Fdigital-pr\u002F\">digital PR case studies\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":127,"protected":210},18049,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":724,"_yoast_wpseo_metadesc":725,"inline_featured_image":210,"footnotes":5},"Measurement in Digital PR and Link Building | Impression","When measuring the success of your digital PR campaigns, you should consider a variety of metrics, rather than relying just on link building quotas.",[218,727],41,[],[730,221],164,[732,102,224,225,226,227,228,229,733],"post-18043","category-measurement",[],[],[737,738,739,740],{"path":184,"name":185},{"path":235,"name":236},{"path":113,"name":114},{"path":193,"name":126},{"thumbnail":742,"medium":743,"medium_large":745,"large":747,"1536x1536":749,"2048x2048":751,"post-thumbnail":753,"12_col":755,"default_landscape":757,"default_portrait":759,"6_col_and_margin_short":761,"11_col_and_margin":763,"9_col_rectangle":765,"11_col":767,"staff_image_696_600":769,"rectangular_thumbnail":771},{"url":131,"width":242,"height":242},{"url":744,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":746,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":748,"width":249,"height":250},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":750,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=1151&q=90&w=1536",{"url":752,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=scale&h=1535&q=90&w=2048",{"url":754,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=183%2C385%2C1885%2C1195&w=1860",{"url":756,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":758,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":760,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":762,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":764,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":766,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":768,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":770,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":772,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmeasurment-in-digital-pr-blog-featured-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[774,817],{"id":775,"path":776,"display_name":134,"job_title":777,"description":778,"avatar_url":135,"acf":779},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.",{"job_title":777,"full_bio":780,"specialist_service_links":781,"photo":792},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[782],{"page":783,"link_text":791},{"ID":784,"post_author":16,"post_date":785,"post_date_gmt":785,"post_content":5,"post_title":786,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":787,"to_ping":5,"pinged":5,"post_modified":788,"post_modified_gmt":788,"post_content_filtered":5,"post_parent":23,"guid":789,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":790},33,"2020-03-12 15:00:28","Digital Marketing Services","digital-marketing","2026-04-13 15:14:11","\u002F?page_id=33","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":793,"id":793,"title":794,"filename":795,"filesize":23,"url":796,"link":797,"alt":5,"author":45,"description":5,"caption":5,"name":798,"status":47,"uploaded_to":23,"date":799,"modified":799,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":800},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","matthew-ahern_new2","2022-04-21 11:54:30",{"thumbnail":801,"thumbnail-width":57,"thumbnail-height":57,"medium":802,"medium-width":59,"medium-height":60,"medium_large":803,"medium_large-width":62,"medium_large-height":63,"large":804,"large-width":65,"large-height":66,"1536x1536":805,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":806,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":807,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":808,"12_col-width":77,"12_col-height":78,"default_landscape":809,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":810,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":811,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":812,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":813,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":814,"11_col-width":89,"11_col-height":78,"staff_image_696_600":815,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":816,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":212,"path":277,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":818},{"full_bio":10,"job_title":11,"specialist_service_links":819,"photo":824},[820,822],{"page":821,"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":823,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":23,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":23,"date":48,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":825},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"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class=\"has-medium-font-size\">\u003Cstrong>Historically, getting SEO and CRO teams to align on strategy and agree on the needs of a website has been challenging for marketing and product teams alike. This is despite both of their motivations requiring user-centricity.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whats-the-solution\">What’s the solution?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-comple-e-a-t-framework\">The ComplE-E-A-T Framework\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#experience\">Experience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#expertise\">Expertise\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#authority\">Authority\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#trust\">Trust\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ease\">Ease\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#value\">Value\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#motivation\">Motivation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#when-to-use-comple-e-a-t\">When to use ComplE-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#research-and-analysis\">Research and analysis\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#strategy-execution\">Strategy & execution\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-long-term-use-of-comple-e-a-t\">The long-term use of ComplE-E-A-T\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>SEO tactics can easily sway towards influencing search engines only to build organic visibility, losing sight of user needs integral to modern algorithms and how you can use this knowledge to move customers along the journey. On the other hand, CRO tactics can lose sight of what acquired users to be on-site in the first place and the balance required to maintain this.\u003C\u002Fp>\n\n\n\n\u003Cp>Over time, this can result in a siloed approach between \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseo-and-cro\u002F\">SEO and CRO\u003C\u002Fa> teams, meaning;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Wasted resources\u003C\u002Fstrong>: having differing goals and not sharing insights can lead to duplication or conflicting work and, therefore, unhappy stakeholders.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Lost performance:\u003C\u002Fstrong> Content which ranks well may not convert if the user experience lacks ease and persuasive design after clicks occur on SERPs. Conversely, a well-optimised page from a CRO perspective may not drive enough organic traffic.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Unclear attribution:\u003C\u002Fstrong> if both parties are changing experiences on-site simultaneously, it becomes difficult to ascertain whose efforts have contributed to which performance success. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"whats-the-solution\">\u003Cstrong>What’s the solution?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fcompleeat-diagram.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29849\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Figure 1.0\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Our aim is to bridge the gap by bringing the needs of SEO and CRO together with \u003Cstrong>ComplE-E-A-T\u003C\u002Fstrong>. \u003C\u002Fp>\n\n\n\n\u003Cp>Building on the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F\">SEO principle of E-E-A-T\u003C\u002Fa> (fig. 1.0), \u003Cstrong>ComplE-E-A-T\u003C\u002Fstrong> was created by realising the following two statements:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>E-E-A-T concerns user needs and building trust at its core. It’s therefore just as applicable to CRO strategy as it is to SEO strategy, due to the former’s inherent focus on persuading users and building trust with them\u003C\u002Fli>\n\n\n\n\u003Cli>If we accept that as true, we have to then recognise how there are also \u003Cem>other\u003C\u002Fem> user needs just as central to trust\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Taking the above into account, we expanded considerations like \u003Cstrong>Experience\u003C\u002Fstrong>, \u003Cstrong>Expertise\u003C\u002Fstrong>, \u003Cstrong>Authority\u003C\u002Fstrong> and \u003Cstrong>Trust\u003C\u002Fstrong> to also include \u003Cstrong>Ease\u003C\u002Fstrong>, \u003Cstrong>Value\u003C\u002Fstrong> and \u003Cstrong>Motivation\u003C\u002Fstrong>. All of these considerations combined form what we’re now calling \u003Cstrong>ComplE-E-A-T \u003C\u002Fstrong>(fig 2.0), giving us a comprehensive overview of \u003Cem>every\u003C\u002Fem> critical user need required to ensure SEO and CRO success, and ultimately, total customer-centricity.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FComplE-E-A-T.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29853\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Figure 2.0\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>You’ll notice how we’ve placed \u003Cstrong>Persuasion\u003C\u002Fstrong> at the core of \u003Cstrong>ComplE-E-A-T\u003C\u002Fstrong>, as opposed to \u003Cstrong>Trust\u003C\u002Fstrong> which anchors Google’s E-E-A-T principle. This isn’t to diminish the importance of trust as a critical consideration, rather, we acknowledge this facet needs to ladder into persuasion. After all, everything we do as SEOs and CROs culminates in persuading users to take action, in order to showcase the returns on investments made across these disciplines.\u003C\u002Fp>\n\n\n\n\u003Cp>This developed framework now allows teams to build a combined user-focused strategy to influence user behaviour. It\u003Cstrong> \u003C\u002Fstrong>provides them with a unified compass, meaning user research and SEO recommendations can be contextualised from the start of a strategy, to set a new benchmark for integrated excellence.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-comple-e-a-t-framework\">\u003Cstrong>The ComplE-E-A-T Framework\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FComplE-E-A-T-Framework.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29852\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Figure 3.0\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The ComplE-E-A-T Framework (Figure 3.0) consists of 7 persuasive considerations, each containing relevant user needs specific to most facets of SEO and CRO, including content, technical SEO, link acquisition, brand building, user experience and behavioural science. \u003C\u002Fp>\n\n\n\n\u003Cp>While we’ve broken down each consideration in detail below, you can watch our video for a visual guide on how these 7 persuasive elements work together to create a unified strategy:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"ComplE-E-A-T: Expanding the SEO Principle with Additional User Considerations\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FVRJpdT_rgMg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"experience\">Experience\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3640\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FExperience.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29855\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Experience should demonstrate how a brand or organisation has first-hand experience or direct involvement with the industry or subject matter. Experience is particularly important when considering content and how genuine exposure is communicated. This can also be reinforced by third-party validation, e.g. via customer reviews who have used products and services. Some considerations for experience are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How many years of proven experience do we have?\u003C\u002Fli>\n\n\n\n\u003Cli>What proven results or evidenced claims do we have? \u003C\u002Fli>\n\n\n\n\u003Cli>What third-party validation do we have or could we go after? (e.g. awards, accreditations, certifications, qualifications, legitimate customer reviews)\u003C\u002Fli>\n\n\n\n\u003Cli>Are we harnessing the above sufficiently in relevant content?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"expertise\">Expertise\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3640\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FExpertise.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29856\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Expertise relates to how a brand or organisation demonstrates proficiency in their field via their content. It links closely with Experience as it involves having the required knowledge or skill surrounding the topic at hand.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How can we demonstrate our knowledge and skills on our website? \u003C\u002Fli>\n\n\n\n\u003Cli>How can we showcase expertise through our people? How well is this communicated, either indirectly by fact-checking content or directly via author pages and About Us pages?\u003C\u002Fli>\n\n\n\n\u003Cli>Is expertise communicated in a way that links to the customer’s pain points, showing a genuine understanding of their needs?\u003C\u002Fli>\n\n\n\n\u003Cli>Is content presented in a trustworthy way where it’s underpinned by expertise and accuracy?\u003C\u002Fli>\n\n\n\n\u003Cli>Do we give subject matter the correct depth to do it justice?\u003C\u002Fli>\n\n\n\n\u003Cli>If we’re showcasing facts or claims, how can this be verified by first-party research or third-party sources?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"authority\">Authority\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3640\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FAuthority.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29851\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Authority covers the recognised and respected position an author, brand or organisation holds within its field online amongst users. Here’s how some of the considerations break down:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How are we recognised by others? How widely known are we within the industry and outside of it as a go-to source?\u003C\u002Fli>\n\n\n\n\u003Cli>What is the sentiment behind our recognition? \u003C\u002Fli>\n\n\n\n\u003Cli>How are we mentioned and linked across the web? Can other authorities validate our authority? \u003C\u002Fli>\n\n\n\n\u003Cli>What partnerships and affiliations do we have, and what potential opportunities are there to develop our connectivity with other bodies across the industry we reside in?\u003C\u002Fli>\n\n\n\n\u003Cli>How do our users and target audience perceive us? How do we compare to competitors?\u003C\u002Fli>\n\n\n\n\u003Cli>What does our content architecture look like and how can we optimise it to showcase authority?\u003C\u002Fli>\n\n\n\n\u003Cli>Does our overall design convey authority? (e.g. visuals, information architecture, layout and navigation).\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"trust\">Trust\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3640\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FTrust.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29858\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Trust builds on the foundations of expertise, experience and authority, signifying the confidence users have in your content. Though it is its own pillar, it can also be seen as a culmination of everything involved in \u003Cstrong>ComplE-E-A-T\u003C\u002Fstrong>, much like the idea of E-E-A-T.\u003C\u002Fp>\n\n\n\n\u003Cp>Important aspects to consider when it comes to Trust are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How can we showcase \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-leverage-social-proofing-to-improve-trust\u002F\">social proof\u003C\u002Fa> on our website? Do we have a competitive volume of good, legitimate reviews?\u003C\u002Fli>\n\n\n\n\u003Cli>Do we have case studies we can showcase to validate experience, expertise and authority?\u003C\u002Fli>\n\n\n\n\u003Cli>What security do we have in place to protect customers and provide peace of mind? This applies to both transactions, for when data is being exchanged, and information, for when advice is being provided.\u003C\u002Fli>\n\n\n\n\u003Cli>Does our information need to be fact-checked or verified in any way, and how can we showcase this?\u003C\u002Fli>\n\n\n\n\u003Cli>What customer care do we offer and how do we communicate this?\u003C\u002Fli>\n\n\n\n\u003Cli>How can we further showcase our legitimacy? Further considerations like social proofing, showcasing accreditation and certifications again apply here.\u003C\u002Fli>\n\n\n\n\u003Cli>Is our site’s design built in a way that inherently conveys trust?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ease\">Ease\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3640\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FEase.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29854\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Ease is a critical user consideration as it can help augment and contextualise your brand or organisation’s trust. See it as how effectively you’re putting other factors of ComplE-E-A-T into practice across your online presence as it should all output into a fluid user experience.  When considering Ease, ask questions such as:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Is valuable and unique content of ours crawlable and indexable by search engines and other relevant user-agents?\u003C\u002Fli>\n\n\n\n\u003Cli>What do the user journey flows look like, and is discovery fluid between different page content? Where are the drop off areas and why are these occurring?\u003C\u002Fli>\n\n\n\n\u003Cli>Do we meet accessibility guidelines for users? How easy is the site to use for anyone and everyone?\u003C\u002Fli>\n\n\n\n\u003Cli>Is our content clear, consistent and easy-to-use across all devices, viewports and browsers?\u003C\u002Fli>\n\n\n\n\u003Cli>Does the product\u002Fservice meet the needs of the target customer? Are we communicating this clearly?\u003C\u002Fli>\n\n\n\n\u003Cli>Does \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\">core web vital data\u003C\u002Fa> show competitive performance for our users? Is there anything here that’s disruptive or jarring to the journey? \u003C\u002Fli>\n\n\n\n\u003Cli>How easy is it to find our website through relevant external sources? \u003C\u002Fli>\n\n\n\n\u003Cli>How easy is it to find and search for content on the website? \u003C\u002Fli>\n\n\n\n\u003Cli>What are the key user journey points? What do we want them to do? Are we making this easy and intuitive for them? \u003C\u002Fli>\n\n\n\n\u003Cli>Do we have the tools in place to monitor and alert us when discoverability and accessibility are jeopardised?\u003C\u002Fli>\n\n\n\n\u003Cli>How easy is it to understand the information being presented? Is it believable?\u003C\u002Fli>\n\n\n\n\u003Cli>Is the content digestible and engaging?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"value\">Value\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3640\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FValue.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29860\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Value comes down to the perceived cost vs the return for the user. This isn’t just financial cost; time, effort and other personal investments should also be considered when evaluating value. \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How do we communicate pricing and is this competitive within the marketplace?\u003C\u002Fli>\n\n\n\n\u003Cli>Do we have offers, savings\u002Fbundling and finance options to increase value?\u003C\u002Fli>\n\n\n\n\u003Cli>How can we frame it to lower the perceived cost to the user?\u003C\u002Fli>\n\n\n\n\u003Cli>Does product\u002Fservice content sufficiently explain how it solves user needs and problems? \u003C\u002Fli>\n\n\n\n\u003Cli>What are the additional benefits of purchasing or taking action with us? (e.g. free delivery, free content, no commitment, warranties, guarantees etc).\u003C\u002Fli>\n\n\n\n\u003Cli>What safety and reassurance measures and communications can we give users for their peace of mind? (This is particularly important in highly sensitive industries (YMYL), such as health and finance). \u003C\u002Fli>\n\n\n\n\u003Cli>What additional value can we give our users to educate them and build our brand? (E.g. knowledge, blogs, resources, post-purchase care and support).\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"motivation\">Motivation\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3640\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FMotivation.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29857\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Motivation includes some of the core behavioural principles to help nudge and persuade users through the journey and towards taking a desired action in order to solve their problem.\u003C\u002Fp>\n\n\n\n\u003Cp>Some key questions to ask when considering how persuasive your website is are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>What is our position in the market, and how is this differentiated through our proposition and brand?\u003C\u002Fli>\n\n\n\n\u003Cli>Is our value proposition clearly stated, where customers can clearly see the benefits of engaging with us as an organisation and our products?\u003C\u002Fli>\n\n\n\n\u003Cli>What are our core values and how do we appropriately convey these on our website?\u003C\u002Fli>\n\n\n\n\u003Cli>What social responsibility initiatives do we undertake, if any, and how do we communicate these to show business for good?\u003C\u002Fli>\n\n\n\n\u003Cli>Are we prompting users to take action?\u003C\u002Fli>\n\n\n\n\u003Cli>Is our content easy to understand, readable and engaging?\u003C\u002Fli>\n\n\n\n\u003Cli>Is our proposition clear, with adequate information? \u003C\u002Fli>\n\n\n\n\u003Cli>How are we using urgency messages to persuade users?\u003C\u002Fli>\n\n\n\n\u003Cli>How are we using loss-aversion tactics?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How much cognitive load is required to comprehend the information?\u003C\u002Fli>\n\n\n\n\u003Cli>Is our product range competitive amongst the market and how discoverable are these products?\u003C\u002Fli>\n\n\n\n\u003Cli>Do we offer supplementary products when appropriate, to enhance the experience of our users?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"when-to-use-comple-e-a-t\">\u003Cstrong>When to use ComplE-E-A-T\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>ComplE-E-A-T is designed to be used from the start of the optimisation journey, from auditing, research and hypothesis formation, to when strategy is being created and executed. It exists to contextualise this type of work, giving rationale to focus areas and why they’ve been effective. Let’s break these two stages down. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"research-and-analysis\">Research and analysis\u003C\u002Fh3>\n\n\n\n\u003Cp>ComplE-E-A-T is designed to apply to all areas of SEO and CRO research, though the lens shifts depending on the analysis conducted:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Technical SEO analysis\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>This work mainly operates around Trust and Ease, where components like security, discoverability, accessibility, user journeying (via internal linking) and core web vital performance are critical for technical SEO success.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Content analysis\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>As we’d expect, content has a further reaching remit across ComplE-E-A-T, where we could easily make the case that it’s applicable to all 7 persuasive considerations. Even beyond regular E-E-A-T, user needs within Ease, Value and Motivation are worth noting as it’s critical for content to be educational, easily comprehended, and highlight the perceived return of consuming your brand. \u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Link analysis\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Link analysis exists to eventually heighten your Experience, Expertise and Authority, all in a bid to bolster Trust to users and search engines alike. However, it plays a hand in Ease too, where backlinks across relevant referring domains can increase the discoverability of your website via referral traffic. \u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Customer behaviour analysis\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Using qualitative and quantitative research methods, ComplE-E-A-T now allows CROs to pinpoint all the considerations and needs that are effective when influencing user behaviour. All components of the framework are therefore applicable to this research. It’s particularly interesting to see just how significant the overlap is when we consider Google’s original principles of Experience, Expertise, Authority and Trust. It almost feels reductive considering this as an SEO-only concern when CRO can just as effectively influence these facets. \u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"strategy-execution\">Strategy & execution\u003C\u002Fh3>\n\n\n\n\u003Cp>Once you’ve conducted your research and defined the opportunities and recommendations, ComplE-E-A-T can help to structure your strategy;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>You can use the ComplE-E-A-T guiding principles against test ideas and centring hypotheses.\u003C\u002Fli>\n\n\n\n\u003Cli>Bring your CRO and SEO teams together to understand the areas of focus for each team and the user needs behind these. It’s likely you have areas of crossover where you can benefit each other by working together, avoiding siloed work.\u003C\u002Fli>\n\n\n\n\u003Cli>Even after testing is complete, and SEO tactics have been deployed, you can use ComplE-E-A-T to understand where resources are being spent, and where more or less might be needed.\u003C\u002Fli>\n\n\n\n\u003Cli>You can also use ComplE-E-A-T to build a dashboard of how your experiments and optimisations perform against each principle. This will help you understand which persuasive consideration has been most impactful to performance, helping you forecast further where you should spend more effort as you mature. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-long-term-use-of-comple-e-a-t\">\u003Cstrong>The long-term use of ComplE-E-A-T\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As your experimentation library expands over time and valuable insights will surface, you’ll see which principles are most frequently applied and which ones deliver the biggest wins. You can leverage this data to refine your hypotheses, building on past successes and avoiding past pitfalls. This knowledge, combined with the ComplE-E-A-T framework, empowers you to assess your organisation’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-impact-of-digital-maturity-on-your-marketing-performance\u002F\">digital maturity\u003C\u002Fa>. By pinpointing your strengths and weaknesses, you can chart a clear path towards a more mature and data-driven approach.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":140,"protected":210},29869,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":959,"_yoast_wpseo_metadesc":960,"inline_featured_image":210,"footnotes":5},"ComplE-E-A-T: A framework to unite SEO and CRO strategy | Impression","ComplE-E-A-T is a framework to unite SEO and CRO teams and build better website performance. Click here to learn how to apply it to your digital strategy.",[962,218,963,378],55,284,[],[221,966],258,[968,102,224,225,226,227,228,969,229,970,971],"post-29833","category-cro","category-digital-strategy","category-seo",[],[],[975,976,977,979],{"path":184,"name":185},{"path":235,"name":236},{"path":978,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"path":193,"name":139},{"thumbnail":981,"medium":982,"medium_large":984,"large":986,"1536x1536":988,"2048x2048":990,"post-thumbnail":992,"12_col":994,"default_landscape":996,"default_portrait":998,"6_col_and_margin_short":1000,"11_col_and_margin":1002,"9_col_rectangle":1004,"11_col":1006,"staff_image_696_600":1008,"rectangular_thumbnail":1010},{"url":144,"width":242,"height":242},{"url":983,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":985,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":987,"width":249,"height":250},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":989,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":991,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":993,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=0%2C1614%2C2400%2C1522&w=1860",{"url":995,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":997,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":999,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1001,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1003,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1005,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1007,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1009,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1011,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002Fakira-hojo-cI-Ctf3PRPs-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&rect=0%2C1717%2C2400%2C960&w=750",[1013,1022],{"id":212,"path":277,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1014},{"full_bio":10,"job_title":11,"specialist_service_links":1015,"photo":1020},[1016,1018],{"page":1017,"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":1019,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":23,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":23,"date":48,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":1021},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},{"id":1023,"path":1024,"display_name":148,"job_title":1025,"description":1026,"avatar_url":149,"acf":1027},153,"\u002Fabout\u002Four-team\u002Fisabel-nunez-lopez\u002F","Senior Digital Experience Specialist","I'm a Senior Digital Experience Specialist here at Impression. I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. Find me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not.",{"job_title":1025,"full_bio":1028,"specialist_service_links":1029,"photo":1039},"\u003Cp>Senior Digital Experience Specialist. Joined Impression in April 2023.\u003C\u002Fp>\n\u003Cp>Before joining Impression I was a CRO specialist at Boots, where I’d been for almost 8 years, starting in e-commerce in 2015, and moving into digital optimisation and CRO later on. I got into CRO whilst studying digital marketing at uni and found I loved the blend of digital strategy and creativity. After almost 8 years in-house I’ve made the switch to agency side with Impression and am excited to be working with clients across different industries and sectors.\u003C\u002Fp>\n\u003Cp>I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. This includes website analysis, hypothesis creation, test planning and prioritising, user research, UX design, A\u002FB testing and reporting.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my digital marketing degree with 1st class honours whilst working full time. Whilst studying I was able to expand my knowledge of a variety of marketing disciplines including CRO, strategy, optimisation and campaign planning.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not. I also love eating out, live music and am partial to a wine tasting here and there.\u003C\u002Fp>\n",[1030],{"page":1031,"link_text":1034},{"ID":1032,"post_author":16,"post_date":1033,"post_date_gmt":1033,"post_content":5,"post_title":1034,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":1035,"to_ping":5,"pinged":5,"post_modified":1036,"post_modified_gmt":1036,"post_content_filtered":5,"post_parent":23,"guid":1037,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":1038},24873,"2023-09-19 15:41:00","Digital Experience","digital-experience","2026-09-25 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":1212,"breadcrumbs":1213,"url_path":156,"search_description":1218,"featured_image_urls":1219,"authors":1251,"type_nicename":286,"reading_minutes":130,"category":1261,"yoast_title":1203,"yoast_meta":1264,"yoast_json_ld":1290,"_links":1343},5701,"2024-11-14T14:37:53",{"rendered":1195},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fdigital-pr-for-black-friday\u002F","digital-pr-for-black-friday",{"rendered":154},{"rendered":1199,"protected":210},"\n\u003Cp>Black Friday is one of those key dates that every PR and marketer worth their salt will be prepared for well in advance of the actual date.\u003C\u002Fp>\n\n\n\n\u003Cp>So, truth be told, if you haven’t started thinking about your own \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> strategy for Black Friday 2024, you’re on the back foot. But given the pace with which the media landscape is changing, there’s still space to get it right – but you need to get on it now.\u003C\u002Fp>\n\n\n\n\u003Cp>Here are our tips for digital PR success around Black Friday.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#1-consider-the-consumer-journey\">1. Consider the consumer journey\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#2-capitalise-on-the-quick-wins\">2. Capitalise on the quick wins\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#3-cut-through-the-noise\">3. Cut through the noise\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#4-is-black-friday-right-for-your-digital-pr-strategy\">4. Is Black Friday right for your digital PR strategy?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-consider-the-consumer-journey\">1. Consider the consumer journey\u003C\u002Fh2>\n\n\n\n\u003Cp>This should be the first step of any investment into digital PR (or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing\u003C\u002Fa> more generally). It’s important to ascertain the specific goals of your investment and how you expect to engage your customers through your activities in order to find the best route to achieve them.\u003C\u002Fp>\n\n\n\n\u003Cp>One question to ask yourself is how long does the sale of one of your products typically take? If it’s a quick purchase decision, then you’ll want to focus your activities on driving traffic and links direct to the product page, knowing that this is where you’ll get the most revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>Product stunts or similar can be a great strategy for this, where the aim is to get your product on the front pages of the nationals and in front of a mass audience. It needn’t be a ‘stunt’, either – simply “PR’ing” a product or selection of products can work well; consider sending round-ups to journalists of your best deals, for example.\u003C\u002Fp>\n\n\n\n\u003Cp>If your product is usually a longer-term consideration, then, frankly, Black Friday might not be for you… but it also can be, if you use it as part of a strategic plan.\u003C\u002Fp>\n\n\n\n\u003Cp>Look at a typical customer journey. What steps does a consumer typically take from the point of first hearing about your product to deciding that they want to buy it? What questions do they need answering before they click that all-important ‘buy’ button? How can you then use these questions to inspire digital PR campaign content?\u003C\u002Fp>\n\n\n\n\u003Cp>In this way, you can build links but also activity which is likely to push your existing audience from thinking about buying, to buying, encouraging them to move from the top of the funnel to the middle and eventually, the bottom.\u003C\u002Fp>\n\n\n\n\u003Cp>Given there are still a few weeks to go before Black Friday hits, digital PR can be a great tactic to build remarketing audiences, too. This is where you can go pretty tangential to your core product but by creating a campaign that is going to earn interest from your potential customers right at the top of the funnel, you can then build audiences ripe for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002Fremarketing\u002F\">remarketing\u003C\u002Fa> over the next few weeks.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-capitalise-on-the-quick-wins\">2. Capitalise on the quick wins\u003C\u002Fh2>\n\n\n\n\u003Cp>When it comes to Black Friday, there’s one thing everybody wants, and that’s a good deal.\u003C\u002Fp>\n\n\n\n\u003Cp>In the run-up to Black Friday, many news stories including the terms “Black Friday” and “deal” or “offer” pop up quickly across the word – and we’re still weeks away from Black Friday. This just shows the appetite journalists have for Black Friday deal content.\u003C\u002Fp>\n\n\n\n\u003Cp>If yours is an ecommerce brand with products that will be reduced in price around Black Friday, the next few weeks should absolutely include the promotion of those products to relevant journalists. Gather your key products together, along with imagery and pricing information, and send them over to the journalists already covering Black Friday deals.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-cut-through-the-noise\">3. Cut through the noise\u003C\u002Fh2>\n\n\n\n\u003Cp>While journalists will be well up for great deals, they’ll also be inundated with Black Friday content, so you’ll want to be sure you have something that will cut through the noise.\u003C\u002Fp>\n\n\n\n\u003Cp>Doing something a bit ‘wacky’ or ‘out there’ might be the key. A great product stunt like “you can now buy the world’s biggest bean bag and it’s half price for one week only” could capture the attention of journalists at this time but at the cost of the only product being promoted being that ‘stunt’ rather than your full range. Of course, internal linking from that stunt page will share the equity but even so, it’s a less effective tactic than links direct to the product itself.\u003C\u002Fp>\n\n\n\n\u003Cp>You might also look to periphery content ideas, that don’t talk specifically about Black Friday deals but about concepts and topics relating to Black Friday – giving journalists something topical and relevant, but not just ‘yet another deals piece’.\u003C\u002Fp>\n\n\n\n\u003Cp>Whatever route you take, it’s important to consider the volume of content journos will be receiving around this time. If yours is a business\u002Fbrand that has no place in promoting Black Friday content – e.g. it’s not an ecomms business or it doesn’t have anything to sell on Black Friday – it’s unlikely you’ll get placements around this topic. This leads us to…\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"4-is-black-friday-right-for-your-digital-pr-strategy\">4. Is Black Friday right for your digital PR strategy?\u003C\u002Fh2>\n\n\n\n\u003Cp>Aligning your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> strategies with key dates throughout the year is a great idea. Recognising the content that’s most likely to land at various points such as Black Friday, Christmas, Valentine’s Day, Halloween and so on is an important step to being relevant and useful to journalists.\u003C\u002Fp>\n\n\n\n\u003Cp>But that only works if you have something valuable to contribute to that ‘hook’. If not, you’re at risk of actually being unhelpful – and losing relationships that would otherwise benefit you in the future. Be sure to consider this when crafting your strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>If you would like further advice on how to best leverage Digital PR for Black Friday or the coming Holiday Season, be sure to check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F\">blogs\u003C\u002Fa>, or feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch with our team\u003C\u002Fa>!\u003C\u002Fp>\n",{"rendered":155,"protected":210},7736,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1203,"_yoast_wpseo_metadesc":5,"inline_featured_image":210,"footnotes":5},"4 Digital PR tips for Black Friday | Impression",[1205,218],141,[],[221],[1209,102,224,225,226,227,228,1210,229],"post-5701","category-black-friday",[],[],[1214,1215,1216,1217],{"path":184,"name":185},{"path":235,"name":236},{"path":113,"name":114},{"path":193,"name":154},"Black Friday is one of those key dates that every PR and marketer worth their salt will be prepared for well in advance of the actual date. So, truth be told, if you haven’t started thinking about your own digital PR strategy for Black Friday 2024, you’re on the back foot. But given the pace 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we hit the summer months, more people will be browsing holiday destinations and booking their annual beach break.\u003C\u002Fp>\n\n\n\n\u003Cp>For airlines, an increase in traffic to their website is great for business, resulting in a higher conversion rate of users going from wishful window shoppers to purchasing jet setters.\u003C\u002Fp>\n\n\n\n\u003Cp>But what if there was a way for airlines to reach a further 17% of the population with their website? With \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.who.int\u002Fnews-room\u002Ffact-sheets\u002Fdetail\u002Fdisability-and-health#:~:text=Key%20facts,1%20in%206%20of%20us.\">1 in 6\u003C\u002Fa> of the world’s population experiencing a significant disability in their lifetime, accessible websites are the key to unlocking wider reach and improved search engine ranking.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-website-accessibility\">What is website accessibility?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#when-accessibility-becomes-law\">When accessibility becomes law\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#accessibility-in-the-airline-industry\">Accessibility in the airline industry\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#research-data\">Research data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#top-accessibility-issues\">Top accessibility issues\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#websites-with-the-lowest-accessibility-scores\">Websites with the lowest accessibility scores\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#5-easy-steps-to-ensure-your-websites-accessibility\">5 Easy steps to ensure your website’s accessibility\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-the-correct-colour-contrast\">1. The correct colour contrast\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-add-alt-text\">2. Add alt text\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-use-aria-labels\">3. Use ARIA labels\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-descriptive-headings\">4. Descriptive headings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-make-navigation-easy\">5. Make navigation easy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-bottom-line\">The bottom line\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-website-accessibility\">\u003Cstrong>What is website accessibility?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For a website to be accessible, it must allow everyone to access it effectively without barriers limiting disabled users from having the same experience as non-disabled users.\u003C\u002Fp>\n\n\n\n\u003Cp>All websites, whether for clothes shopping, flight booking, or video streaming, operating from the UK, USA, and EU must adhere to a series of requirements to be accessible. \u003C\u002Fp>\n\n\n\n\u003Cp>There is a vast range of disabilities that affect how a user may navigate a website, including but not limited to site loss, hearing loss, motor difficulties, cognitive difficulties, and temporary injuries like broken bones and sprains.\u003C\u002Fp>\n\n\n\n\u003Cp>And, while the primary function of website accessibility is to support disabled users, ensuring your website is compliant can also help its search engine rankings and usability for all users, e.g. subtitles for users watching videos in loud environments.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"when-accessibility-becomes-law\">\u003Cstrong>When accessibility becomes law\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While an accessible website is morally right and good for business, in many instances, it is also a legal requirement. \u003C\u002Fp>\n\n\n\n\u003Cp>In the UK, website accessibility is detailed in the Equality Act 2010 and requires site owners to make reasonable adjustments for disabled users. \u003C\u002Fp>\n\n\n\n\u003Cp>Similarly, across the EU, member states have to make their websites and mobile apps meet common accessibility standards. \u003C\u002Fp>\n\n\n\n\u003Cp>In the US, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ada.gov\u002Fresources\u002Fweb-guidance\u002F\">Americans with Disabilities Act (ADA) Title III\u003C\u002Fa> covers website accessibility under discrimination.\u003C\u002Fp>\n\n\n\n\u003Cp>The \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gov.uk\u002Fservice-manual\u002Fhelping-people-to-use-your-service\u002Funderstanding-wcag\">Web Content Accessibility Guidelines\u003C\u002Fa> (WCAG) is the international gold standard for website accessibility and is the basis for many countries’ legislation. \u003C\u002Fp>\n\n\n\n\u003Cp>WCAG has four core principles that dictate sites must be:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Perceivable \u003C\u002Fstrong>All users can accurately see and read website content without excluding people with vision loss, hearing loss, and other disabilities.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Operable\u003C\u002Fstrong> Website content is responsive and simple to navigate for all users, e.g. those using keyboard-only commands to navigate.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Understandable \u003C\u002Fstrong>Website interfaces and information are organised to make them easy to use, predictable to navigate, and contain language understandable to all users.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Robust \u003C\u002Fstrong>Websites are compatible with a wide range of technology, including assistive technology tools commonly used by users with disabilities.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"accessibility-in-the-airline-industry\">\u003Cstrong>Accessibility in the airline industry\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With the summer holidays fast approaching, more users will head online to airline websites. \u003C\u002Fp>\n\n\n\n\u003Cp>So, we thought this would be the perfect time to take a deep dive into 48 of the most popular airlines’ websites across the United Kingdom, United States, and Europe to see how they score for their accessibility.\u003C\u002Fp>\n\n\n\n\u003Cp>Booking holidays can be stressful, but for disabled holidaymakers, there are additional hurdles. \u003C\u002Fp>\n\n\n\n\u003Cp>The UK Government \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fassets.publishing.service.gov.uk\u002Fmedia\u002F5a82f1c6ed915d74e62386b6\u002Fdisabled-peoples-travel-behaviour-and-attitudes-to-travel.pdf\">reports\u003C\u002Fa> that 25% of people with disabilities experience difficulties with trips of any kind, compared with 10% of people without disabilities.\u003C\u002Fp>\n\n\n\n\u003Cp>As there are usually several options for airlines when booking a flight, having an inaccessible website is a surefire way to drive disabled users straight off your site and onto a competitor’s.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"research-data\">Research data\u003C\u002Fh2>\n\n\n\n\u003Cp>Google enables users and site owners to assess the accessibility of a website through a free tool called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchromewebstore.google.com\u002Fdetail\u002Flighthouse\u002Fblipmdconlkpinefehnmjammfjpmpbjk?pli=1\">Lighthouse\u003C\u002Fa>, which crawls pages to find issues and provides an overall score. An accessibility score is out of 100, with anything under 90 requiring additional optimisation. \u003C\u002Fp>\n\n\n\n\u003Cp>Our research revealed that airline websites score an average of 81\u002F100, with the most common recorded issues being Aria, Contrast, Name and Label, and Navigation. \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Aria \u003C\u002Fstrong>Or Accessible Rich Internet Applications is a group of HTML roles, states, and properties added to describe the meaning and purpose of specific user interface elements that don’t have semantic HTML tags. In layman’s terms, ARIA provides more context for assistive technologies where plain HTML cannot.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Faria-jet2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28433\" width=\"634\" height=\"475\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Contrast \u003C\u002Fstrong>Refers to the colour contrasts used on a page. A poor colour contrast can make it especially difficult for people with low vision or colour blindness to read text.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fname-and-label-jet2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28430\" width=\"637\" height=\"478\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Name and Label\u003C\u002Fstrong> Visual names and Labels on parts of websites, like buttons, make them easier to navigate for everyone. However, hidden names and labels are vital for users with visual impairments who need to use screen readers.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fnavigation-jet2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28434\" width=\"636\" height=\"477\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Navigation\u003C\u002Fstrong> An issue with navigation means it is more difficult for users to move from page to page on your website and can be down to missing elements like clear headings and menu options.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"top-accessibility-issues\">Top accessibility issues\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Accessibility issue \u003C\u002Fstrong>\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Number of websites with  issues\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Total number of issues recorded across websites \u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Name & Label issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">34\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">81\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Aria\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">36\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">80\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Navigation issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">23\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">27\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Contrast issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">22\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">24\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Best practices issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">17\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">17\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Table & list issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">13\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">15\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Internationalisation & localisation issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">1\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">1\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Audio and video\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">2\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">2\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"websites-with-the-lowest-accessibility-scores\">Websites with the lowest accessibility scores\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Airline\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Accessibility score \u002F 100\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">EasyJet\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">56\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Croatia Airlines\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">60\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Southwest\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">64\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Aer Lingus\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">65\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Pegasus\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">69\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Tui\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">72\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Air Baltic\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">72\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Bulgaria Air\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">73\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Eastern Airways\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">73\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fmjwcro\u002F\">Michael Weir\u003C\u002Fa>, Head of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fbehavioural-science\u002F\">Behavioural Science\u003C\u002Fa> at Impression, comments on the findings: “As an agency, we are committed to improving the digital advancement of our clients, and website accessibility is a core component of this mission.”\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>“Your website is a representation of your business and often one of the core streams of revenue, for this reason, our teams work diligently to ensure client web pages are fully functional for all.”\u003C\u002Fp>\n\u003Ccite>Michael Weir, Head of Behavioural Science at Impression\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"5-easy-steps-to-ensure-your-websites-accessibility\">\u003Cstrong>5 Easy steps to ensure your website’s accessibility\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-the-correct-colour-contrast\">1. The correct colour contrast\u003C\u002Fh3>\n\n\n\n\u003Cp>A strong colour contrast is vital to ensure that people with low vision and colour blindness can access your website. \u003C\u002Fp>\n\n\n\n\u003Cp>The WCAG recommends a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebaim.org\u002Fresources\u002Fcontrastchecker\u002F\">contrast ratio of at least 4.5:1 for standard text and 3:1 for large text\u003C\u002Fa> on web pages. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2868\" height=\"1112\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fjet2-colour-contrast.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28414\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jet2’s website feature red, white, blue, dark blue, and yellow\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\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\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1392\" height=\"796\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28423\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Contrast Checker Test of red on white\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"776\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-result-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28418\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Fail with minimal passes\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1392\" height=\"796\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28422\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Contrast Checker Test of white on blue\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"776\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-result-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28419\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Fail with minimal passes\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1392\" height=\"796\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28421\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Contrast Checker Test of dark blue on yellow\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"776\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-result-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28420\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Pass on all accounts\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>But it’s not all about contrast, colour choices are equally important. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Faccessibility.blog.gov.uk\u002F2016\u002F06\u002F17\u002Fcolour-contrast-why-does-it-matter\u002F\">Around 1 in 12 men and 1 in 200 women are colour blind\u003C\u002Fa>, with deuteranomaly, red\u002Fgreen colourblindness, the most common. So, you’ll want to avoid putting these two too close together when selecting themes for your website.\u003C\u002Fp>\n\n\n\n\u003Cp>Stay clear of clashing colours that can be hard to distinguish (e.g. a fluorescent pink on green) and make use of white space to help visually differentiate between different sections of content. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-add-alt-text\">2. Add alt text\u003C\u002Fh3>\n\n\n\n\u003Cp>The majority of websites have imagery somewhere (even if it is just a logo and some stock photos), so ensuring everyone can engage with them is key.\u003C\u002Fp>\n\n\n\n\u003Cp>Assistive technology uses \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.perkins.org\u002Fresource\u002Fhow-write-alt-text-and-image-descriptions-visually-impaired\u002F\">alt text\u003C\u002Fa> to describe what an image is to a user; missing or incorrect alt text can make a website inaccessible, making it vital to add accurate alt text descriptions for every present image. \u003C\u002Fp>\n\n\n\n\u003Cp>The more detail in an image alt text, the better, as it should paint a picture for the user. For example, the alt text for the image below would read: Two colleagues sit together side by side at a table. One is on a laptop with their back to the camera, the other facing the camera, smiling while taking notes.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Foffice-image-impression.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28432\" width=\"454\" height=\"269\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-use-aria-labels\">3. Use ARIA labels\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FAccessibility\u002FARIA\u002FAttributes\u002Faria-label\">ARIA labels are used in areas where HTML cannot add more context\u003C\u002Fa>, i.e. in the case that there is no visible text on an element, you will want to add an ARIA label.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s an example: this is our cookie preferences icon. You can see it is a button with no text.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"114\" height=\"93\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcookie-icon-example-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28431\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>So, to ensure users using assistive readers can still access it, we added the following aria-label.\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode>aria-label: \"Consent Preferences\"\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Cp>Go through your site in the backend and ensure that all elements that don’t have HTML headings\u002Ftext are attributed aria-labels for users using assistive technology and screen readers. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-descriptive-headings\">4. Descriptive headings\u003C\u002Fh3>\n\n\n\n\u003Cp>Descriptive headings will make your website easier to use for all and may even help improve your search engine rankings. \u003C\u002Fp>\n\n\n\n\u003Cp>Utilise HTML heading tags (H1-H6) to split your content into logical sections using H1 tags for page titles and H2 tags for subheadings, following the format H3-H6 for descending information.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002FTable-of-contents-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28409\" width=\"464\" height=\"210\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Example of a table of contents with H2 headings followed by H3 headings under it, making it easy to navigate\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Always use descriptive titles to help both users and search engines understand the copy and structure of your website. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-make-navigation-easy\">5. Make navigation easy\u003C\u002Fh3>\n\n\n\n\u003Cp>We have all had the frustration of trying to find a specific item, like a phone number, on a website and having to trawl through countless pages due to poor site navigation. \u003C\u002Fp>\n\n\n\n\u003Cp>This experience is frustrating for anyone but an even greater stress for users using screen readers and assistive technologies.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2880\" height=\"206\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fimpression-navigation-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28404\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Impression’s navigation bar\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Make a start on the navigation basics by first checking that users using adaptive technology like specialist keyboards and trackball mice can use your website.\u003C\u002Fp>\n\n\n\n\u003Cp>Ensure all essential information, including contact, about, product pages, etc, are easily accessible on a labelled menu. And that you have a well-functioning search function for users to look for content at their leisure.\u003C\u002Fp>\n\n\n\n\u003Cp>A site map is another, more complex, feature that can greatly improve your website accessibility and something (as well as the above) that our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">dedicated UX team\u003C\u002Fa> can support you with today.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-bottom-line\">\u003Cstrong>The bottom line\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Website accessibility is essential for all websites. As well as being a legal requirement (and frankly the right thing to do), it can also improve search engine rankings making it for business. If you are looking to improve the accessibility, and functionality, of your website \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">contact us\u003C\u002Fa> today and kickstart your journey to digital success.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>If you are looking to improve the accessibility, and functionality, of your website our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing services\u003C\u002Fa> could help. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Contact us today\u003C\u002Fa> and kickstart your journey to digital success.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n",{"rendered":166,"protected":210},28442,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1392,"_yoast_wpseo_metadesc":1393,"inline_featured_image":210,"footnotes":5},"Optimising UX for Airline websites: 5 steps to good accessibility | Impression","Explore 5 ways you can improve website accessibility for airline websites following guidelines from WCAG and UX recommendations. Read more.",[962,1395],39,[],[1398,221],261,[1400,102,224,225,226,227,228,969,1401],"post-28333","category-digital-marketing",[],[],[1405,1406,1407,1409],{"path":184,"name":185},{"path":235,"name":236},{"path":1408,"name":791},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"path":193,"name":165},{"thumbnail":1411,"medium":1412,"medium_large":1414,"large":1416,"1536x1536":1418,"2048x2048":1420,"post-thumbnail":1422,"12_col":1424,"default_landscape":1426,"default_portrait":1428,"6_col_and_margin_short":1430,"11_col_and_margin":1432,"9_col_rectangle":1434,"11_col":1436,"staff_image_696_600":1438,"rectangular_thumbnail":1440},{"url":170,"width":242,"height":242},{"url":1413,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":1415,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":1417,"width":249,"height":250},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1419,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":1421,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1365",{"url":1423,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1425,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1427,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1429,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1431,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1433,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1435,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1437,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1439,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1441,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1443,1487],{"id":1444,"path":1445,"display_name":173,"job_title":1446,"description":5,"avatar_url":174,"acf":1447},157,"\u002Fabout\u002Four-team\u002Fmichael-weir\u002F","Director, Head of DX",{"job_title":1446,"full_bio":1448,"specialist_service_links":1449,"photo":1461},"\u003Cp>Director, Head of DX. 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Landing this new role at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nWhen I’m not working on my PhD I enjoy socialising with friends and family and day trips to the pub.\u003C\u002Fp>\n",[1450,1452],{"page":1451,"link_text":1034},{"ID":1032,"post_author":16,"post_date":1033,"post_date_gmt":1033,"post_content":5,"post_title":1034,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":1035,"to_ping":5,"pinged":5,"post_modified":1036,"post_modified_gmt":1036,"post_content_filtered":5,"post_parent":23,"guid":1037,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":1038},{"page":1453,"link_text":1456},{"ID":1454,"post_author":16,"post_date":1455,"post_date_gmt":1455,"post_content":5,"post_title":1456,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":1457,"to_ping":5,"pinged":5,"post_modified":1458,"post_modified_gmt":1458,"post_content_filtered":5,"post_parent":1032,"guid":1459,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":1460},24848,"2023-09-19 15:52:10","Behavioural 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