[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002Fpage\u002F3":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":184,"head_links":186,"breadcrumbs":172,"posts":190,"pages":167,"head":1465},"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":168},"\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 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"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},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Petar Jovetic’s posts",{"data":100,"pages":167},[101,115,125,136,146,156],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Establishing trust in PR campaigns: Leveraging the power of expert commentary","\u003Cp>Many Digital PR strategies aim to establish your brand as a trusted and authoritative voice within your industry. This is crucial for connecting with your target audience and cultivating trust. One way to do this involves crafting and sharing expert commentary. By leveraging expert comments, you give your brand an authentic voice whilst also strengthening […]\u003C\u002Fp>\n","\u002Fblog\u002Fleveraging-the-power-of-expert-commentary-in-pr\u002F","2023-07-11T15:47:07",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-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},"Using data to inspire your digital PR ideation","\u003Cp>When it comes to planning seasonal calendars, we want to put our best ideas forward. But often ideation can leave us in an endless loop of reusing the same methods in our digital PR strategy.  This can become apparent when you’ve had previous success with one; however just because a campaign tactic has worked in […]\u003C\u002Fp>\n","\u002Fblog\u002Fdata-to-inspire-your-digital-pr-ideation\u002F","2023-05-03T08:43:52",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Ftobias-fischer-PkbZahEG2Ng-unsplash.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":107,"image":130,"authors":131,"category":133},"SEO & CRO: Why to utilise both for organic growth","\u003Cp>With SEO and CRO both being primarily involved in improving your website’s performance, it can give you a real competitive advantage to understand why these two digital marketing practices are so complementary and why you should invest in them both for more impactful organic performance. While both processes ultimately look to increase revenue from your […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-cro\u002F","2023-01-20T11:49:41","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002FSEO-CRO.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":4,"image":111},{"to":134,"name":135},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":102,"title":137,"excerpt":138,"to":139,"postedAt":140,"readingTime":107,"image":141,"authors":142,"category":144},"Things to consider before adding a disallow to your robots.txt file","\u003Cp>The robots.txt file is a core tool in any technical SEO specialist’s arsenal. Auditing it is paramount in any standard technical SEO review due to the hard-line nature that typically comes with the file. Unlike other SEO components, directives within the file are usually more respected (for search engines, anyway) as opposed to just being […]\u003C\u002Fp>\n","\u002Fblog\u002Fthings-consider-before-adding-disallow-robots-txt-file\u002F","2025-05-07T16:01:05","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FQBAX7xiT-050720211625513367_robots.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":111},{"to":145,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":147,"excerpt":148,"to":149,"postedAt":150,"readingTime":151,"image":152,"authors":153,"category":155},"REVEALED: New Study Shows Your Idea Has Probably Been Done Before","\u003Cp>It’s crushing when you have an idea for a campaign and think you’ve hit the jackpot, until you have a quick Google and realise it was done about six months ago AND it was successful.  Subconsciously you might have seen it and that’s how you got to the idea you have now, that’s one reason, […]\u003C\u002Fp>\n","\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F","2022-02-07T16:48:16",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154],{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":157,"excerpt":158,"to":159,"postedAt":150,"readingTime":160,"image":161,"authors":162,"category":164},"Lockdown Cooking Searches: Feeding Your Marketing Strategy","\u003Cp>In the way most posts start at the moment, we have to acknowledge the circumstances we find ourselves in. But, for some businesses, the pandemic has opened up the opportunity to pivot a business or to react to what is a very rapidly changing market and series of events.  One sector is FMCG, or fast-moving […]\u003C\u002Fp>\n","\u002Fblog\u002Flockdown-cooking-search-trends\u002F",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163],{"name":4,"image":111},{"to":165,"name":166},"\u002Fblog\u002Fcategory\u002Fcovid\u002F","COVID","7",{"type":169,"style":170,"title":171,"heading":4,"intro":10,"services":12,"breadcrumbs":172,"photo":56,"social":184},"author","dark","Meet the Team",[173,176,179,182],{"path":174,"name":175},"\u002F","Home",{"path":177,"name":178},"\u002Fabout\u002F","About Us",{"path":180,"name":181},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":183,"name":4},null,{"twitter":5,"linkedin":185},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F",[187],{"rel":188,"href":189},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[191,511,698,889,1080,1272],{"id":192,"date":193,"date_gmt":193,"guid":194,"modified":106,"modified_gmt":106,"slug":196,"status":19,"type":102,"link":105,"title":197,"content":198,"excerpt":201,"author":202,"featured_media":203,"comment_status":20,"ping_status":20,"sticky":200,"template":5,"format":204,"meta":205,"categories":208,"collections":210,"coauthors":211,"class_list":213,"acf":221,"head_links":222,"breadcrumbs":223,"url_path":105,"search_description":207,"featured_image_urls":230,"authors":265,"type_nicename":276,"reading_minutes":107,"category":277,"yoast_title":206,"yoast_meta":279,"yoast_json_ld":336,"_links":461},24016,"2023-07-11T15:47:06",{"rendered":195},"\u002F?p=24016","leveraging-the-power-of-expert-commentary-in-pr",{"rendered":103},{"rendered":199,"protected":200},"\n\u003Cp>Many Digital PR strategies aim to establish your brand as a trusted and authoritative voice within your industry. This is crucial for connecting with your target audience and cultivating trust. One way to do this involves crafting and sharing expert commentary.\u003C\u002Fp>\n\n\n\n\u003Cp>By leveraging expert comments, you give your brand an authentic voice whilst also strengthening your Digital PR activities, helping you acquire valuable backlinks for your website.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-expert-commentary-and-why-is-it-important\">What is expert commentary and why is it important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-use-expert-commentary-in-campaigns\">How to use expert commentary in campaigns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#commenting-on-campaign-findings\">Commenting on campaign findings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#using-expert-comments-to-form-planned-reactives\">Using expert comments to form planned reactives\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#reacting-to-trending-industry-news\">Reacting to trending industry news\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#responding-to-journalist-requests\">Responding to journalist requests\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-find-the-right-expert-within-your-business\">How to find the right expert within your business\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-takeaways\">Key takeaways\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-expert-commentary-and-why-is-it-important\">\u003Cstrong>What is expert commentary and why is it important?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Expert comments are priceless nuggets of wisdom shared by industry spokespeople. These insights can come from experts within your organisation or be sourced externally, such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Frichard-nelson\u002F\">solicitors\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fand-so-to-bed-digital-pr\u002F\">medical professionals\u003C\u002Fa>. By incorporating these comments, your Digital PR activities gain a boost in credibility and depth, as they feature quotes from figures of knowledge and authority in the industry.\u003C\u002Fp>\n\n\n\n\u003Cp>Expert comments are a great way to engage journalists and catch their attention. As a result, your efforts can help win powerful backlinks from high-authority publications, contributing to improving your SEO performance and all-important E-E-A-T signals.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we will be exploring several ways you can utilise expert commentary in your Digital PR activity. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-use-expert-commentary-in-campaigns\">\u003Cstrong>How to use expert commentary in campaigns\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"commenting-on-campaign-findings\">Commenting on campaign findings\u003C\u002Fh3>\n\n\n\n\u003Cp>There is very rarely an occasion where you wouldn’t want to include a comment from a spokesperson to supplement a PR campaign. This could be as simple as someone from within the organisation commenting on the findings of a survey, this simple addition can significantly bolster the credibility and impact of a PR campaign, or in some cases can form a solid base for the findings.\u003C\u002Fp>\n\n\n\n\u003Cp>An example of how we’ve done this at Impression is a campaign we executed for learner driver insurer, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wearemarmalade.co.uk\u002Fdriver-hub\u002Fnews\u002Fdriving-instructor-shortage-and-test-delays\">Marmalade\u003C\u002Fa>, that shed light on the scarcity of driving instructors and the backlog of driving tests. To bolster this campaign and shed light on the issues, we collaborated with various industry experts, including representatives from Marmalade, experienced driving instructors, and the chair of the Approved Driving Instructors National Joint Council. \u003C\u002Fp>\n\n\n\n\u003Cp>These experts shared their valuable insights on the challenges confronting instructors and learners, as well as offering comments on the research with perspectives from their industries. The inclusion of these expert insights turned out to be crucial in shaping the campaign’s findings, resulting in its success, achieving coverage across core industry press, to national news.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"721\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fmarmalade-digital-pr-comment-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24031\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"using-expert-comments-to-form-planned-reactives\">Using expert comments to form planned reactives\u003C\u002Fh3>\n\n\n\n\u003Cp>A tactic you can plan into your PR strategies involves leveraging planned reactives, such as awareness days, weather events, sports occasions, or any other scheduled happenings that can be anticipated in advance. By utilising expert spokesperson\u002Fpeople, you can provide newsworthy tips and insightful opinions on topics relevant to the industry, capitalising on these occasions to garner media attention and as a result, enhancing a brand’s visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>An example of how we have done this here at Impression was during a recent heatwave in the UK. We know that summer months mean hot weather and sleeping in hot weather is a common complaint among Brits in the summer. We were able to collaborate with an in-house sleep doctor from our client, And So To Bed ahead of time, ready for the reactive opportunity. Together, we drafted 12 expert tips on \u003Cem>how to sleep better in the heat\u003C\u002Fem>. This initiative resulted in securing coverage in 7 different media outlets with an average domain rating of 83, including \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.indy100.com\u002Fnews\u002Fexpert-tips-sleep-uk-heatwave\">Indy100\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.heart.co.uk\u002Flifestyle\u002Fsimple-cheap-ways-to-cool-down-a-room-house-summer-heatwave\u002F\">Heart FM\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Finews.co.uk\u002Finews-lifestyle\u002Fhow-keep-cool-hot-weather-experts-sleeping-exercise-children-pets-2429132\">i news\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.idealhome.co.uk\u002Fbedroom\u002Ftoo-hot-to-sleep-stay-cool-in-bed-173174\">Ideal Home\u003C\u002Fa> and The \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.independent.co.uk\u002Flife-style\u002Fhealth-and-families\u002Fwindows-open-closed-heatwave-hot-house-b2353719.html\">Independent\u003C\u002Fa>, effectively positioning And So To Bed as a credible authority on sleep-related matters.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"976\" height=\"352\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FASTB-digital-pr-comment-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24030\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Our expert commentary on The Indy 100 for And So To Bed won through planned reactive content\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"reacting-to-trending-industry-news\">Reacting to trending industry news\u003C\u002Fh3>\n\n\n\n\u003Cp>Having a prompt and knowledgeable spokesperson internally allows you to capitalise on breaking or trending news in multiple different industries effectively. A prime example of this is when JLo announced her engagement, and our client, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fqueensmith\u002F\">Queensmith\u003C\u002Fa>, a retailer of engagement rings swiftly responded by providing expert commentary on her engagement ring, including its estimated value. This timely response earned Queensmith a feature in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marieclaire.co.uk\u002Ffashion\u002Fj-lo-engagement-ring-774443\">Marie Claire\u003C\u002Fa>, showcasing expertise and establishing the brand as a reliable source in the industry.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1318\" height=\"622\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fqueensmith-digital-pr-comment-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24029\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Expert commentary on Marie Claire for Queensmith won through reacting to trending industry news\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"responding-to-journalist-requests\">Responding to journalist requests\u003C\u002Fh3>\n\n\n\n\u003Cp>Journalists and other PRs constantly seek experts to enrich their articles or campaigns with valuable insights. By providing expert commentary, you can quickly and easily secure high-quality coverage while establishing the spokesperson as a credible industry authority.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, a journalist is working on an article about “How to Paint a Garden Shed” and seeks expert advice. If you work for a paint brand, you will have knowledgeable paint experts in-house who can offer valuable comments and insights on the topic, bolstering the journalist’s article with their expertise. This collaboration between the journalist and your expert (this could be you!) not only benefits the article’s quality but also establishes your brand as a reliable source of knowledge in the field of painting.\u003C\u002Fp>\n\n\n\n\u003Cp>Moreover, journalists are likely to save your spokesperson’s contact information for future articles, leading to additional opportunities for similar requests down the line. \u003C\u002Fp>\n\n\n\n\u003Cp>As you begin responding to these requests, you will gradually build a bank of comments that can be readily reused whenever relevant opportunities arise. This bank of comments will streamline your future interactions with journalists and other PRs, making it easier to respond to similar requests efficiently and effectively.\u003C\u002Fp>\n\n\n\n\u003Cp>Some of the best ways to spot journalist requests are:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Sign-up to receive request emails from media\u002Fjournalist databases (e.g Response Source, HARO, Ēditoriellē, Homes4Media)\u003C\u002Fli>\n\n\n\n\u003Cli>Check Twitter for ‘#journorequest’ and ‘#prrequest’ as well as search relevant keywords\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1308\" height=\"530\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fthe-paint-shed-digital-pr-comment-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24028\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Our expert commentary on House Beautiful for The Paint Shed won by responding to a journalist request\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-find-the-right-expert-within-your-business\">\u003Cstrong>How to find the right expert within your business\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s likely that you will have multiple different experts internally who would be able to provide valuable insight into your PR campaigns. Knowing how to find the right people to provide commentary can be difficult. By asking these questions, you can pinpoint the right spokesperson within your business who will contribute effectively to your PR initiatives and strengthen the overall impact of your campaigns:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Do they have experience in the topic? Ensuring that you approach people within your organisation who possess knowledge and expertise directly related to the subject matter is crucial.\u003C\u002Fli>\n\n\n\n\u003Cli>Do they have any thoughts on the topic? It’s worth establishing whether they have any strong opinions on specifics in the industry and are they happy to discuss these. \u003C\u002Fli>\n\n\n\n\u003Cli>Are they willing to help, and what is their availability? For time-sensitive situations like newsjacking or responding to journalist requests, it’s essential to collaborate with those who can provide comments promptly to meet tight deadlines. \u003C\u002Fli>\n\n\n\n\u003Cli>Are they happy to be named and pictured and in some cases speak to journalists directly? \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-takeaways\">\u003Cstrong>Key takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Expert comments add authority to your digital PR activity and help to position your client as a thought leader in their industry\u003C\u002Fli>\n\n\n\n\u003Cli>You can utilise expert comments to compliment your PR strategy in a number of ways including newsjacking, responding to journalists’ requests, complimenting campaigns and leveraging planned reactives \u003C\u002Fli>\n\n\n\n\u003Cli>Expert commentary is a great way to build relationships – journalists are  likely to save your spokesperson’s contact information for future articles, leading to additional opportunities for similar requests down the line\u003C\u002Fli>\n\n\n\n\u003Cli>You can use Twitter and media\u002Fjournalist databases to find comment opportunities as well as source external experts \u003C\u002Fli>\n\n\n\n\u003Cli>Ensure you ask the right questions across your company to find the right experts as these will be key to coverage in the press\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Interested in learning more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> and what it can achieve? Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F?service=digital-pr\">case studies\u003C\u002Fa> go in-depth into how we’ve been able to deliver impactful results for our clients. For more insightful pieces on Digital PR, check out more of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F\">blogs\u003C\u002Fa>.\u003C\u002Fp>\n",false,{"rendered":104,"protected":200},59,24041,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":206,"_yoast_wpseo_metadesc":207,"inline_featured_image":200,"footnotes":5},"Leveraging the Power of Expert Commentary in PR | Impression","By leveraging expert comments, you give your brand an authentic voice whilst also strengthening your Digital PR and SEO activities. Learn more.",[209],45,[],[212],143,[214,102,215,216,217,218,219,220],"post-24016","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",[],[],[224,225,228,229],{"path":174,"name":175},{"path":226,"name":227},"\u002Fblog\u002F","Blog",{"path":113,"name":114},{"path":183,"name":103},{"thumbnail":231,"medium":233,"medium_large":235,"large":237,"1536x1536":241,"2048x2048":243,"post-thumbnail":245,"12_col":247,"default_landscape":249,"default_portrait":251,"6_col_and_margin_short":253,"11_col_and_margin":255,"9_col_rectangle":257,"11_col":259,"staff_image_696_600":261,"rectangular_thumbnail":263},{"url":108,"width":232,"height":232},640,{"url":234,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":236,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":238,"width":239,"height":240},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":242,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":244,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":246,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":248,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":250,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":252,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":254,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":256,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":258,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":260,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":262,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":264,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002Fjonathan-farber-Zxdf_tN9eC8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[266],{"id":202,"path":267,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":268},"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":269,"photo":274},[270,272],{"page":271,"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":273,"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":275},{"thumb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Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":409,"streetAddress":410,"addressLocality":411,"addressRegion":412,"postalCode":413,"addressCountry":414},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[416,425,437],{"@type":417,"name":418,"geo":419,"address":423,"photo":396,"telephone":424},"Place","Impression Digital - Nottingham",{"@type":420,"latitude":421,"longitude":422},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":409,"streetAddress":410,"addressLocality":411,"addressRegion":412,"postalCode":413,"addressCountry":414},"+44 01158 242 212",{"@type":417,"name":426,"geo":427,"address":430,"photo":435,"telephone":436},"Impression Digital - London",{"@type":420,"latitude":428,"longitude":429},"51.50237208377361","-0.09229841534284115",{"@type":409,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":414},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":417,"name":438,"geo":439,"address":442},"Impression Digital - New York",{"@type":420,"latitude":440,"longitude":441},"40.726722746949","-74.00527778220652",{"@type":409,"streetAddress":443,"addressLocality":444,"addressRegion":445,"postalCode":446,"addressCountry":447},"160 Varick St","New York","NY","10013","USA",[449,452,454],{"@type":450,"name":451},"Country","Worldwide",{"@type":450,"name":453},"GBR",{"@type":450,"name":447},{"@type":456,"@id":457,"name":4,"image":458,"description":6,"sameAs":460,"url":189},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fbee0a5f3728d9ea70a88abf24a323c8e",{"@type":363,"inLanguage":352,"@id":459,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=962a3fd5db6f3dc00862f90bacced770aa",[185],{"self":462,"collection":472,"about":475,"author":478,"replies":481,"version-history":484,"predecessor-version":488,"wp:featuredmedia":492,"wp:attachment":495,"wp:term":498,"curies":507},[463],{"href":464,"targetHints":465},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24016",{"allow":466},[467,468,469,470,471],"GET","POST","PUT","PATCH","DELETE",[473],{"href":474},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[476],{"href":477},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[479],{"embeddable":97,"href":480},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F59",[482],{"embeddable":97,"href":483},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=24016",[485],{"count":486,"href":487},15,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24016\u002Frevisions",[489],{"id":490,"href":491},24040,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F24016\u002Frevisions\u002F24040",[493],{"embeddable":97,"href":494},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F24041",[496],{"href":497},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=24016",[499,502,505],{"taxonomy":500,"embeddable":97,"href":501},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=24016",{"taxonomy":503,"embeddable":97,"href":504},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=24016",{"taxonomy":169,"embeddable":97,"href":506},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=24016",[508],{"name":509,"href":510,"templated":97},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":512,"date":513,"date_gmt":513,"guid":514,"modified":119,"modified_gmt":119,"slug":516,"status":19,"type":102,"link":118,"title":517,"content":518,"excerpt":520,"author":202,"featured_media":521,"comment_status":20,"ping_status":20,"sticky":200,"template":5,"format":204,"meta":522,"categories":525,"collections":526,"coauthors":527,"class_list":528,"acf":530,"head_links":531,"breadcrumbs":532,"url_path":118,"search_description":524,"featured_image_urls":537,"authors":569,"type_nicename":276,"reading_minutes":120,"category":579,"yoast_title":523,"yoast_meta":581,"yoast_json_ld":609,"_links":660},22477,"2023-04-21T13:31:14",{"rendered":515},"\u002F?p=22477","data-to-inspire-your-digital-pr-ideation",{"rendered":116},{"rendered":519,"protected":200},"\n\u003Cp>When it comes to planning seasonal calendars, we want to put our best ideas forward. But often ideation can leave us in an endless loop of reusing the same methods in our digital PR strategy. \u003C\u002Fp>\n\n\n\n\u003Cp>This can become apparent when you’ve had previous success with one; however just because a campaign tactic has worked in the past, doesn’t always mean it’s the best route to take going forward. \u003C\u002Fp>\n\n\n\n\u003Cp>Instead, this is where data can play a vital part in getting the most from your ideation session. There are countless resources available to digital PRs and marketing professionals that can help guide more relevant ideas. \u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we share the benefits of data-driven digital PR campaigns and our favourite free resources you can start using now.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-data-necessary-in-your-digital-pr-strategy\">Why is data necessary in your digital PR strategy?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-you-should-embrace-data-led-campaigns\">Why you should embrace data-led campaigns\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#where-to-find-free-data\">Where to find free data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#our-most-recent-data-led-campaigns\">Our most recent data-led campaigns:\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#\">1. Queensmith, Engagement Ring Trends to Watch in 2023\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-marmalade-driving-test-backlog\">2. Marmalade, Driving Test Backlog\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-national-scrap-car-the-uks-worst-mot-failure-rates\">3. National Scrap Car, The UK’s Worst MOT Failure Rates\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-takeaways\">Key takeaways\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-is-data-necessary-in-your-digital-pr-strategy\">\u003Cstrong>Why is data necessary in your digital PR strategy?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>By implementing data into your digital PR strategy, you’re helping to build trust and credibility with readers, thus increasing the brand’s reputation. Data-led campaigns can also spark interest in your target audience by uncovering topics, whether that be through a new angle or bringing past discussions back into the light.\u003C\u002Fp>\n\n\n\n\u003Cp>Where a news story can share insight, data provides answers in the form of numbers and statistics. This can be even more significant if you have original data that can be outreached.\u003C\u002Fp>\n\n\n\n\u003Cp>We used this tactic to create a campaign for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.funkypigeon.com\u002Fblog\u002Fsealed-2022-the-most-generous-people-and-places-in-the-uk\u002F\">Funky Pigeon\u003C\u002Fa>, utilising its internal data to reveal which names and regions in the UK send the most cards and gifts. This campaign offers angles beyond just a roundup of the year, with the proprietary data allowing further stories to be outreached throughout the year as well.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to benefiting your digital PR strategy, data-led assets can also aid other SEO efforts. A newsworthy campaign with insightful statistics would feed into vital \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdecember-2022-google-algorithm-and-search-industry-updates\u002F#googles-latest-update-to-the-quality-rater-guidelines-e-a-t-gets-an-extra-e-for-experience\">E-E-A-T\u003C\u002Fa> requirements, and when placed in authoritative publications, can instil desire in the reader to click through into your landing page. This in turn can result in an increase of user sessions, click-through rates, and most ideally, conversions.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-you-should-embrace-data-led-campaigns\">\u003Cstrong>Why you should embrace data-led campaigns\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are many reasons why you should include data campaigns into your strategies:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>They open up ideation:\u003C\u002Fstrong> By running through the data sources available to you, it can often open up conversation for topics in ideation.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>They provide more angles:\u003C\u002Fstrong> More angles means the possibility to expand your list of journalists, publications and consequently, referring domains as well as overall backlinks.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Journalists value them: \u003C\u002Fstrong>When executed well, a data-led campaign provides journalists with a unique story that would save them both time and resource in their busy schedule.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Data tells a story: \u003C\u002Fstrong>Once you analyse the research, data campaigns write their own headlines.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>There’s many forms:\u003C\u002Fstrong> You don’t always need to have a huge dataset to create a successful data-led piece of content. Quicker methods like surveys and search volume tools can provide great insights.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"where-to-find-free-data\">\u003Cstrong>Where to find free data\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Our favourite places to source data include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Freedom of Information requests:\u003C\u002Fstrong> You can request recorded information from any public authority in the UK, such as councils, police departments and even Ofcom. For more information on what sort of information they hold, as well as to gain some inspiration, have a look on \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.whatdotheyknow.com\">www.whatdotheyknow.com\u003C\u002Fa>.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Search volume tools:\u003C\u002Fstrong> This is a really great way of outreaching data if you have a tight turnaround time or lower budget client. Google Trends allows you to look at the average monthly search volume for your chosen keywords. For a more in depth analysis, we recommend downloading the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Fgoogle-trends-supercharge\u002Focmojhiloccgbpjnkeiooioedaklapap\">Glimpse\u003C\u002Fa> Chrome extension. We recently used this tactic to rank \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwearewildgoose.com\u002Fusa\u002Fnews\u002Fmost-popular-christmas-songs-for-usa-states\u002F\">the most popular Christmas song in every state\u003C\u002Fa>.  \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Surveys:\u003C\u002Fstrong> Surveys are especially great when you want your audience to resonate with a topic, as they provide a human angle. You can survey the public on an array of subjects such as their spending habits, personal experiences or favourite actors. We recommend surveying at least 2,000 people, or more if you’re looking to outreach regional angles, always be sure to check the data you own and have to hand.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Web-scraping:\u003C\u002Fstrong> Although more time consuming, you can collect data from most websites including TripAdvisor, IMDb and Reed, but ensure that this is appropriate to do so.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Internal data: \u003C\u002Fstrong>Your own internal data is your digital PR strategy’s best friend. Whether you have CRM data that can be analysed to create a report, or a large following on social media where you can host short surveys, use this to your advantage wherever possible. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Public datasets: \u003C\u002Fstrong>There are many public datasets available, the majority of which have annual updates. These include: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyougov.co.uk\u002F\">YouGovUK\u003C\u002Fa> for opinions, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ons.gov.uk\u002F\">Office for National Statistics\u003C\u002Fa> for demographics, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.metoffice.gov.uk\u002Fresearch\u002Flibrary-and-archive\">MET Office\u003C\u002Fa> for weather trends, particularly great for travel campaigns, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftfl.gov.uk\u002Fcorporate\u002Fpublications-and-reports\u002Ftravel-in-london-reports\">Transport for London\u003C\u002Fa> to name a few.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"our-most-recent-data-led-campaigns\">\u003Cstrong>Our most recent data-led campaigns:\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>From analysing our client’s internal data to Freedom of Information requests(and everything in between), here are some of our most recent data-led campaigns:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\">1. \u003Cstrong>Queensmith, \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.queensmith.co.uk\u002Fengagement-ring-trends-to-watch-in-2023?utm_term=&utm_campaign=IMP+%7C%7C+Performance+Max+%7C%7C+Wedding&utm_source=adwords&utm_medium=ppc&hsa_acc=1450241797&hsa_cam=17308001743&hsa_grp=&hsa_ad=&hsa_src=x&hsa_tgt=&hsa_kw=&hsa_mt=&hsa_net=adwords&hsa_ver=3&gclid=Cj0KCQjwlPWgBhDHARIsAH2xdNeosMEnJgTTV0cGGjLlD32XR5xdiBfetXnFBsEq5_DGVFot-F-52P8aAhguEALw_wcB\">\u003Cstrong>Engagement Ring Trends to Watch in 2023\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1646\" height=\"938\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fqueensmith-digital-pr-blog-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22489\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>As mentioned above, a client’s internal data is invaluable to their digital PR strategy and provides newsworthy insights that journalists can’t get elsewhere. At the start of 2023, we worked closely with Queensmith to analyse its database and unveil the following industry trends: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How much people spent on engagement rings in 2022\u003C\u002Fli>\n\n\n\n\u003Cli>The most popular months to buy an engagement ring\u003C\u002Fli>\n\n\n\n\u003Cli>The most popular shapes and styles of engagement rings\u003C\u002Fli>\n\n\n\n\u003Cli>Bespoke vs pre-made rings\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-marmalade-driving-test-backlog\">2. \u003Cstrong>Marmalade, \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wearemarmalade.co.uk\u002Flearner-driver-insurance\u002Flearner-advice\u002Fdriving-test\u002Fdriving-test-backlog\">\u003Cstrong>Driving Test Backlog\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1850\" height=\"1004\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fmarmalade-digital-pr-blog-2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22487\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Following the backlog caused by lockdown, learners up and down the country were agonising over when they may finally be able to book a driving test. We took this opportunity to conduct a Freedom of Information request (FOI) to the DVSA to find out how many tests have already been booked, and compared this with the average monthly capacity for driving tests from the Office for National Statistics (ONS). This allowed us to predict how long it will take for the UK’s driving test backlog to clear up.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-national-scrap-car-the-uks-worst-mot-failure-rates\">3. \u003Cstrong>National Scrap Car, \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnationalscrapcar.co.uk\u002Fblog\u002Fan-investigation-into-the-uks-worst-mot-failure-rates\u002F\">\u003Cstrong>The UK’s Worst MOT Failure Rates\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"836\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fnational-scrap-car-digital-pr-blog-3.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22488\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>By scraping public Government records on MOT test results from 2021-22, we were able to rank which car makes and models have failed the most MOTs. Our research also unveiled the regions most failing their test, alongside which months have the least success rate. \u003C\u002Fp>\n\n\n\n\u003Cp>Off the back of this campaign we also created a reactive press release informing readers of how they can appeal a failed MOT test. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-takeaways\">\u003Cstrong>Key takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Using data in your digital PR strategy helps to build trust and credibility with readers.\u003C\u002Fli>\n\n\n\n\u003Cli>Data can also act as an aid in SEO.\u003C\u002Fli>\n\n\n\n\u003Cli>Journalists value data-led campaigns.\u003C\u002Fli>\n\n\n\n\u003Cli>Data can help to open up ideation.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you’re interested in finding out more about how a data-led campaign could help you, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team, or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR page\u003C\u002Fa> to learn more about the work we do.\u003C\u002Fp>\n",{"rendered":117,"protected":200},22486,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":523,"_yoast_wpseo_metadesc":524,"inline_featured_image":200,"footnotes":5},"Using data to inspire your Digital PR ideation | Impression","In this blog, we share the benefits of data-driven digital PR campaigns and our favourite free resources you can start using 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":352,"@id":459,"url":8,"contentUrl":8,"caption":4},[185],{"self":661,"collection":666,"about":668,"author":670,"replies":672,"version-history":675,"predecessor-version":679,"wp:featuredmedia":683,"wp:attachment":686,"wp:term":689,"curies":696},[662],{"href":663,"targetHints":664},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22477",{"allow":665},[467,468,469,470,471],[667],{"href":474},[669],{"href":477},[671],{"embeddable":97,"href":480},[673],{"embeddable":97,"href":674},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=22477",[676],{"count":677,"href":678},12,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22477\u002Frevisions",[680],{"id":681,"href":682},22495,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22477\u002Frevisions\u002F22495",[684],{"embeddable":97,"href":685},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F22486",[687],{"href":688},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=22477",[690,692,694],{"taxonomy":500,"embeddable":97,"href":691},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=22477",{"taxonomy":503,"embeddable":97,"href":693},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=22477",{"taxonomy":169,"embeddable":97,"href":695},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=22477",[697],{"name":509,"href":510,"templated":97},{"id":699,"date":700,"date_gmt":700,"guid":701,"modified":129,"modified_gmt":129,"slug":703,"status":19,"type":102,"link":128,"title":704,"content":705,"excerpt":707,"author":202,"featured_media":708,"comment_status":20,"ping_status":20,"sticky":200,"template":5,"format":204,"meta":709,"categories":712,"collections":714,"coauthors":715,"class_list":716,"acf":720,"head_links":721,"breadcrumbs":722,"url_path":128,"search_description":711,"featured_image_urls":728,"authors":760,"type_nicename":276,"reading_minutes":107,"category":770,"yoast_title":710,"yoast_meta":773,"yoast_json_ld":800,"_links":852},20805,"2023-01-16T17:30:00",{"rendered":702},"\u002F?p=20805","seo-and-cro",{"rendered":126},{"rendered":706,"protected":200},"\n\u003Cp>With SEO and CRO both being primarily involved in improving your website’s performance, it can give you a real competitive advantage to understand why these two digital marketing practices are so complementary and why you should invest in them both for more impactful organic performance.\u003C\u002Fp>\n\n\n\n\u003Cp>While both processes ultimately look to increase revenue from your owned media, how they accomplish this macro objective is different, with each having their own distinct set of KPIs. Interestingly though, once you unpack these, it’s important to note how they can then align.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"seo-vs-cro-different-yet-mutually-beneficial\">SEO vs CRO: different yet mutually beneficial\u003C\u002Fh2>\n\n\n\n\u003Cp>SEO increases your website’s performance by acquiring organic traffic via search engines. It achieves this through SEO strategies rooted in on-site and off-site tactics. CRO then works to leverage this traffic. It tests customer journeys before proposing more optimal routes towards a conversion, thus increasing your revenue.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s break this down further.\u003C\u002Fp>\n\n\n\n\u003Cp>SEO understands the needs of your audience, tailors content around this and uses this approach to influence KPIs such as visibility and click-through rate (CTR) from organic SERPs. An increase in revenue is therefore attributed to the subsequent increase in organic traffic and feeding \u003Cem>this\u003C\u002Fem> element of the mix through your conversion funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>Granted, SEO can indirectly improve other KPIs like conversion rate to influence revenue, from tactics rooted in content and page speed optimisation, for instance, but that isn’t the practice’s primary outcome. Instead, that’s the job of CRO.\u003C\u002Fp>\n\n\n\n\u003Cp>CRO uses the acquisition you have available to understand how audiences currently reach desired actions, typically associated with a product sale or a service enquiry. It then hypotheses, tests variants and learns from these iteratively to implement more optimal and conversion-centric pathways. Therefore, the core KPI is conversion rate, establishing a baseline for this before influencing its increase.\u003C\u002Fp>\n\n\n\n\u003Cp>So, while SEO and CRO’s core KPIs are quite different, the explanation above details how they’re not actually conflicting towards your overarching objective. Instead, they can work in a mutually beneficial way.\u003C\u002Fp>\n\n\n\n\u003Cp>Applying resources to both SEO and CRO, therefore, offers a more complete solution to maximising your organic revenue, where end-to-end KPIs are accounted for to reach your macro objective.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002FSEO-and-CRO-KPIs-working-together.jpg?auto=compress%2Cformat&q=90\" alt=\"cro seo\" class=\"wp-image-20957\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-do-seo-and-cro-work-together\">How do SEO and CRO work together?\u003C\u002Fh2>\n\n\n\n\u003Cp>Though CRO’s relationship with SEO can also be applied to any other acquisition-based marketing activity, there are direct strategic benefits when conversion practices are coupled specifically with an organic growth strategy. These benefits are based on the search landscape and how Google has developed its search engine visually, algorithmically and strategically over the last few years.\u003C\u002Fp>\n\n\n\n\u003Cp>By combining CRO with SEO, you can:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Offset the decline in organic SERP CTRs\u003C\u002Fli>\u003Cli>Become more user-centric to align with Google’s rankings systems\u003C\u002Fli>\u003Cli>Validate changes to stakeholders with user data\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>Let’s look to break these three considerations down.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator\"\u002F>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"offset-the-decline-in-organic-serp-ctrs\">Offset the decline in organic SERP CTRs\u003C\u002Fh3>\n\n\n\n\u003Cp>Google search has undoubtedly come a long way since \u003Ca href=\"https:\u002F\u002Fwww.google.com\u002Fintl\u002Fen_uk\u002Fsearch\u002Fhowsearchworks\u002Four-history\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">the product was launched in 1998\u003C\u002Fa>. From the creation of PageRank to its ranking algorithm now consisting of many \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Franking-systems-guide\" target=\"_blank\" rel=\"noreferrer noopener\">AI-powered systems\u003C\u002Fa>, Google has not only developed how to better understand and serve the intent of its users but also how to present this information via ever-evolving \u003Ca href=\"\u002Fblog\u002Fserp-features\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">SERP features\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Though they’re useful mechanisms for users to find the information they’re looking for more quickly, it’s largely accepted that these Google-owned properties, on aggregate, have distributed fewer clicks to publishers over time.\u003C\u002Fp>\n\n\n\n\u003Cp>This is reinforced by analysing data from \u003Ca href=\"https:\u002F\u002Fwww.advancedwebranking.com\u002Fctrstudy\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">AWR’s CTR study\u003C\u002Fa>. By comparing 2022 to 2015, we can see how CTRs have decreased by ~4% across the first page of ranking results during that period.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002FNon-branded-CTRs-2022-vs-2015.jpg?auto=compress%2Cformat&q=90\" alt=\"A graph showing difference in non-branded CTRs 2022 vs 2015\" class=\"wp-image-20958\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>The solution?\u003C\u002Fstrong> Businesses investing in SEO can use CRO to offset this decline in CTR. This will influence the subsequent traffic that is available, making it work harder to convert customers and reach your goals.\u003C\u002Fp>\n\n\n\n\u003Cp>This strategic workaround is something that’s supported by Will Reynolds. Catch him below, as part of Seer Interactive’s Fireside Chat, where he discusses overcoming SERP ‘distractions’ with a CRO investment.\u003C\u002Fp>\n\n\n\n\u003Ciframe loading=\"lazy\" width=\"100%\" height=\"500\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FY-r8iJRsdVE?start=1510\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen=\"\">\u003C\u002Fiframe>\n\n\n\n\u003Chr class=\"wp-block-separator\"\u002F>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"become-more-user-centric-to-align-with-googles-rankings-systems\">Become more user-centric to align with Google’s rankings systems\u003C\u002Fh3>\n\n\n\n\u003Cp>Continuing on the theme of Google’s development and how their search engine product has become more sophisticated, it’s important to recognise its impact on SEO as a practice. Now, the accepted, modern approach to SEO is to tailor your strategy to your audience’s needs rather than conducting the discipline to manipulate the search engine’s algorithm.\u003C\u002Fp>\n\n\n\n\u003Cp>This user-centric focus is supported across much of Google’s documentation, including their \u003Ca href=\"https:\u002F\u002Fstatic.googleusercontent.com\u002Fmedia\u002Fguidelines.raterhub.com\u002Fen\u002F\u002Fsearchqualityevaluatorguidelines.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Search Quality Evaluator Guidelines\u003C\u002Fa>. Here, not only is the notion of ‘user experience’ explicitly referenced throughout the resource but how they refer to its importance when evaluating the quality of ‘main content’ is most telling.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002FSearch-Quality-Evaluator-Guidelines-Importance-of-User-Experience.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-20806\" width=\"840\" height=\"443\"\u002F>\u003Cfigcaption>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatic.googleusercontent.com\u002Fmedia\u002Fguidelines.raterhub.com\u002Fen\u002F\u002Fsearchqualityevaluatorguidelines.pdf\">Source\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Granted, the quality of your content’s communication here is critical. There are also other tactics SEOs can adopt to improve page experience directly, such as those related to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcore-web-vitals-a-guide-to-googles-new-page-experience-signals\u002F\">Core Web Vitals signals\u003C\u002Fa>. However, improving user experience sits more within the camp of CRO & UX above all else, as these teams have access to the data to enable user-centricity.\u003C\u002Fp>\n\n\n\n\u003Cp>CRO can support SEO by providing a treasure trove of helpful user information, especially in their research phases, to complement a user-focused on-page optimisation approach. This type of data can include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Analytics reviews\u003C\u002Fli>\u003Cli>Funnel tracking (to pinpoint drop-offs across the user journey)\u003C\u002Fli>\u003Cli>Visual intelligence (via heat maps to understand how users are interacting with elements on a page)\u003C\u002Fli>\u003Cli>Usability testing and surveying (to obtain qualitative and quantitative user insights through journeys; see types of user testing \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fusabilityhub.com\u002Fguides\">here\u003C\u002Fa>)\u003C\u002Fli>\u003Cli>Previous test data via A\u002FB testing\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Ultimately, \u003Cem>believing\u003C\u002Fem> your SEO efforts are user-focused without having access to user research to validate your claims is an inherently flawed belief. You need user research in your arsenal to fully consider the usability of your landing pages.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator\"\u002F>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"validate-seo-changes-with-user-data\">Validate SEO changes with user data\u003C\u002Fh3>\n\n\n\n\u003Cp>Some stakeholders, especially those less initiated to the intricacies of SEO, will care less about optimisations when the user and commercial implications aren’t so clear – and that’s okay. Communicating these benefits while accounting for SEO considerations can be a challenge, especially when long development queues and differing priorities are working against you, and this often requires experience to navigate.\u003C\u002Fp>\n\n\n\n\u003Cp>Beyond forecasting and leaning on theory, experience and previous case studies, this is another area where CRO can help you. Leveraging their methodology to enable user experience insights is a helpful way to validate your SEO changes, helping you reinforce your proposals, secure buy-in from your stakeholders and demonstrate your strategy’s overall \u003Cstrong>impact\u003C\u002Fstrong> and \u003Cstrong>value\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>To adopt this validation process internally, follow Impression’s 5-step framework below:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fw11vkPqo-SEO-Validation-Framework-Using-CRO.jpg?auto=compress%2Cformat&q=90\" alt=\"An SEO validation framework using CRO\" class=\"wp-image-20959\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Though this doesn’t work for technical SEO and metadata considerations (here, we’d recommend a solution like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchpilot.com\u002F\">SearchPilot\u003C\u002Fa>), it’s certainly impactful for content improvements where almost any on-page element can be A\u002FB tested:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Heading and subheadings\u003C\u002Fli>\u003Cli>CTAs\u003C\u002Fli>\u003Cli>Content layout and structure\u003C\u002Fli>\u003Cli>Copy, video and images\u003C\u002Fli>\u003Cli>Choices and journeys\u003C\u002Fli>\u003Cli>Overall design\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-thoughts-e-e-a-t\">Final Thoughts (E-E-A-T)\u003C\u002Fh2>\n\n\n\n\u003Cp>As mentioned, utilising CRO as part of your SEO strategy matures your methodology and further rationalises the improvements you’re looking to make – both for yourself as a digital marketer and for stakeholders. Above all else, it also makes your organic acquisition work harder amongst a competitive search landscape.\u003C\u002Fp>\n\n\n\n\u003Cp>A final consideration that’s arguably the most significant is the output you’re looking to achieve and why SEOs do what they do. And that, right there, is the clincher: \u003Cstrong>E-E-A-T\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Everything an SEO does needs to be underpinned with communicating \u003Cstrong>experience\u003C\u002Fstrong>, \u003Cstrong>expertise\u003C\u002Fstrong>, \u003Cstrong>authority\u003C\u002Fstrong> and \u003Cstrong>trust\u003C\u002Fstrong>, as these are the considerations most impactful to users and showcasing to search engines that your brand, business and site are worth their salt.\u003C\u002Fp>\n\n\n\n\u003Cp>Though E-E-A-T isn’t an explicit term shared with the CRO community, the essence of what it’s looking to capture certainly is.\u003C\u002Fp>\n\n\n\n\u003Cp>CRO inherently looks to surface these qualities across sites as it recognises their power in influencing audiences and conversion. Whether showcasing experience and expertise through evaluating value propositions, or authority through social proofing, reviews and testimonials, CRO, like SEO, also wants to communicate \u003Cstrong>trust\u003C\u002Fstrong> above all else.\u003C\u002Fp>\n\n\n\n\u003Cp>With both practices hinged on showcasing E-E-A-T, having them work in tandem can be a powerful tool for your organic success.\u003C\u002Fp>\n\n\n\n\u003Cp>How else does CRO complement SEO? Let me know your thoughts on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F\">LinkedIn\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FPetejov\">Twitter\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cbr>\u003Cp xmlns:cc=\"http:\u002F\u002Fcreativecommons.org\u002Fns#\" style=\"font-size: small;\">Images licensed under \u003Ca href=\"http:\u002F\u002Fcreativecommons.org\u002Flicenses\u002Fby\u002F4.0\u002F?ref=chooser-v1\" target=\"_blank\" rel=\"license noopener noreferrer\" style=\"display:inline-block;\">CC BY 4.0\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fbr>\n",{"rendered":127,"protected":200},20956,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":710,"_yoast_wpseo_metadesc":711,"inline_featured_image":200,"footnotes":5},"SEO & CRO: Why To Utilise Both for Organic Growth | Impression","Investing in SEO & CRO influences full-funnel organic performance, from visibility and clicks to conversion. Learn more about these complimentary practices.",[713,371],55,[],[212],[717,102,215,216,217,218,219,718,719],"post-20805","category-cro","category-seo",[],[],[723,724,725,726],{"path":174,"name":175},{"path":226,"name":227},{"path":134,"name":135},{"path":183,"name":727},"SEO & CRO: Why to utilise both for organic 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robots.txt file is a core tool in any \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEO specialist’s\u003C\u002Fa> arsenal. Auditing it is paramount in any standard technical SEO review due to the hard-line nature that typically comes with the file.\u003C\u002Fp>\n\n\n\n\u003Cp>Unlike other SEO components, directives within the file are \u003Cem>usually\u003C\u002Fem> more respected (for search engines, anyway) as opposed to just being hints or general suggestions. Configuring them incorrectly, therefore, can prove harmful to your site’s organic visibility.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-robots-txt-file\">What is a robots.txt file?\u003C\u002Fh2>\n\n\n\n\u003Cp>Found at root domain level, i.e. \u002Frobots.txt, the robots.txt file is an exclusion protocol targeted at web crawlers. It’s designed to communicate which parts of a site they are allowed and, more commonly, not allowed to crawl. This is done by setting crawl directives.\u003C\u002Fp>\n\n\n\n\u003Cp>Crawl directives are signified by the \u003Cstrong>Disallow:\u003C\u002Fstrong> or \u003Cstrong>Allow:\u003C\u002Fstrong> syntax whereby you state which URLs on your site are permitted for crawling. Crawl directives then need to be coupled with a user agent target, i.e. \u003Cstrong>User-agent:\u003C\u002Fstrong>, in order to form the “rules” for web crawlers to abide by.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s an example of a robots.txt rule that’s typically found on a WordPress site;\u003C\u002Fp>\n\n\n\n\u003Cp>User-agent: *\u003Cbr>Disallow: \u002Fwp\u002Fwp-admin\u002F\u003Cbr>Allow: \u002Fwp\u002Fwp-admin\u002Fadmin-ajax.php\u003C\u002Fp>\n\n\n\n\u003Cp>Here, all user-agents are targeted, as signified by the asterisk symbol. Two directives then follow; the first stating to not crawl \u003Cem>\u002Fwp\u002Fwp-admin\u002F\u003C\u002Fem> with the second stating to override the first disallow directive, but only for the following URL; \u003Cem>\u002Fwp\u002Fwp-admin\u002Fadmin-ajax.php\u003C\u002Fem>.\u003C\u002Fp>\n\n\n\n\u003Cp>At its core, its purpose and setup is relatively straightforward. However, I still witness some misconceptions regarding the robots.txt file where SEOs still overlook it’s impact on the remainder of a site’s organic presence. I’d like to unpack these here.\u003C\u002Fp>\n\n\n\n\u003Cp>Here are to some things to remember before opting to disallow URLs and directories via robots.txt.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-robots-txt-files-purpose\">What is a robots.txt file’s purpose?\u003C\u002Fh2>\n\n\n\n\u003Cp>Robots.txt is concerned with crawling – no more, no less.\u003C\u002Fp>\n\n\n\n\u003Cp>However, depending on where you look, it’s still used interchangeably with the notion of indexing. Here’s a screenshot from Ryte.com’s Website Success tool where they knowingly muddle the differentiation.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1149\" height=\"266\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FTlmVbAba-ryte-crawl-configurations.png?auto=compress%2Cformat&q=90\" alt=\"ryte crawl configurations\" class=\"wp-image-4210\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>When setting a crawl, Ryte asks the user whether they want their crawler to obey the robots.txt or not, in order to find “which pages are set to noindex”.\u003C\u002Fp>\n\n\n\n\u003Cp>This is incorrect.\u003C\u002Fp>\n\n\n\n\u003Cp>A page disallowed by robots.txt can still find its way into a search engine index. The notion of “noindex” (alluding to the use of the meta robots noindex tag) becomes applicable after a crawl and determines whether or not to include an item of content into a search engine’s index.\u003C\u002Fp>\n\n\n\n\u003Cp>Google explains this clearly in their guidance below;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"775\" height=\"131\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FMt4L1mh5-google-robots-txt.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4211\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>This is where understanding the definition of crawling and indexing is essential, especially when applying the two to robots.txt files.\u003C\u002Fp>\n\n\n\n\u003Cp>Crawling is the process search engines take to navigate around the web to find information – this is where robots.txt becomes applicable.\u003C\u002Fp>\n\n\n\n\u003Cp>Indexing, on the other hand, is the process after this, where new or updated information is stored, processed and interpreted – this is where the notion of a meta robots noindex tag would apply.\u003C\u002Fp>\n\n\n\n\u003Cp>Granted, my point here is simply regarding nomenclature. You may well be aware of the differentiation between crawling and indexing and the tools you can use to control these two constructs. However, to those less versed in the nuances of technical SEO, it’s a fundamental requirement to ensure you understand how search works.\u003C\u002Fp>\n\n\n\n\u003Cp>What’s more, if these definitions are not understood, you can run into problems when it comes to applying robots.txt into your SEO strategies.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-it-can-impact-your-index-presence\">How it can impact your index presence\u003C\u002Fh2>\n\n\n\n\u003Cp>While the robots.txt file is there to manage crawl traffic, a consideration still needs to be made on the impact it can have on your site’s index presence.\u003C\u002Fp>\n\n\n\n\u003Cp>We know that a disallowed page can still find its way into the index – this has been confirmed and documented by Google several times. When this happens, snippets like this find themselves in SERPs;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"325\" height=\"108\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F7blxDv73-Indexed-though-blocked-via-robots.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4212\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>But what causes this? Likely three things, either;\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>The page is being linked-to via an external source, or;\u003C\u002Fli>\n\n\n\n\u003Cli>The page was already crawled and indexed, with the disallow directive being applied after;\u003C\u002Fli>\n\n\n\n\u003Cli>The directive that the page applies to has been ignored (this is increasingly uncommon, though it’s still \u003Ca href=\"https:\u002F\u002Fwww.contentkingapp.com\u002Facademy\u002Frobotstxt\u002F\" target=\"_blank\" rel=\"noopener\">accepted that it can happen\u003C\u002Fa>).\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>So when Google attempts to index the page again, the content is largely unavailable (aside from a few components). Finding exactly where this occurring on your site is now made simple via the new Search Console by navigating to \u003Cstrong>Coverage\u003C\u002Fstrong> > \u003Cstrong>Valid with warnings\u003C\u002Fstrong> > \u003Cstrong>Indexed, though blocked via robots.txt\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"913\" height=\"431\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FxsdNFlNI-Indexed-though-blocked-via-robots-report.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4213\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Here, you’re able to pinpoint exactly which URLs are being blocked by your robots.txt file but still discoverable via search.\u003C\u002Fp>\n\n\n\n\u003Cp>Now, it’s short-sighted to instantly presume these are critical errors. Google themselves class them as warnings, acknowledging how they may be intentionally set like that. If it is a necessary evil then so be it. However, if it was unintentional, then some further investigation is worthwhile by looking at each blocked but indexed URL individually.\u003C\u002Fp>\n\n\n\n\u003Cp>What you need to decipher is why these URLs were disallowed in the first place. If it was to reduce duplication, then a far more optimal solution is to consider canonicalisation. If the intention was to remove the page from search entirely then a meta robots noindex tag is more appropriate. Finally, and arguably most importantly, if a URL has been blocked by mistake then this needs to be resolved altogether by removing the disallow.\u003C\u002Fp>\n\n\n\n\u003Cp>Making blanket recommendations in technical SEO is difficult since the discipline is so dependent on context. However, what remains true is keeping an eye on these URLs. After all, having several blocked URLs indexed can dilute your index presence and make for a sub-optimal search experience. This is especially the case if disallowed URLs are still receiving organic traffic, which can be identified via DeepCrawl and their “\u003Ca href=\"https:\u002F\u002Fwww.deepcrawl.com\u002Fknowledge\u002Freports\u002Fdisallowed_pages_with_traffic\u002F\" target=\"_blank\" rel=\"noopener\">Disallowed Pages with Traffic\u003C\u002Fa>” report.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"639\" height=\"137\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F9gjvemog-disallowed-urls-with-traffic-deepcrawl.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4214\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-it-impacts-link-equity\">How it impacts link equity\u003C\u002Fh2>\n\n\n\n\u003Cp>Another point to consider before disallowing via robots.txt is how it prevents the spread of link equity. This is important to bear in mind if you’re looking to introduce robots.txt directives as a means to control crawl efficiency.\u003C\u002Fp>\n\n\n\n\u003Cp>Again, it’s not a one size fits all solution as managing crawl budget typically comes with some trade-offs depending on the avenue you go with. Luke Carthy conveyed this perfectly during his talk at SearchLeeds 2018, “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FLukeCarthy\u002Fhow-to-optimise-the-st-out-of-your-internal-search\">How to Optimise the S*** out of Your Internal Search\u003C\u002Fa>”. It’s the below slide in particular that outlines your options well;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1230\" height=\"590\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F7Ly2z5Fa-luke-carthy-slide.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-4215\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>As we can see, while disallow directives via robots.txt “fix” duplicate content issues and improve crawl efficiency, the setup comes with negatives implications your regarding internal and inbound links.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s the inbound links we need to be particularly concerned with, especially if they’re of quality. Ensuring these link to URLs that are able to redistribute link equity is the main objective here to ensure your site benefits from the authority. DeepCrawl can visualise this for you with their “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.deepcrawl.com\u002Fknowledge\u002Freports\u002Fbacklink_pages_disallowed_uncrawled\u002F\">Disallowed URLs with Backlinks\u003C\u002Fa>” report.\u003C\u002Fp>\n\n\n\n\u003Cp>Working directly with DeepCrawl’s Majestic integration, this report allows you to investigate all links with disallow directives applied to them. From there, it’s a case determining a resolution such as removing the disallow, redirecting the URL to a more appropriate destination or even asking the site owner to reposition the link to a landing page that’s more integral to your SEO strategy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"rounding-up-robots-txt\">Rounding up robots.txt\u003C\u002Fh2>\n\n\n\n\u003Cp>Robots.txt is a powerful tool that needs to be handled carefully. Typically, you’re safe to use the file to avoid user agents crawling unimportant content but even then, the definition of “unimportant” becomes inherently problematic!\u003C\u002Fp>\n\n\n\n\u003Cp>Above all, it’s important to remember the implications it can have on your index presence and link equity. Always consider all the options available to you, such as canonicalisation, meta robots tagging or even authentication if the content you’re looking to deter search engines from is particularly sensitive or private.\u003C\u002Fp>\n\n\n\n\u003Cp>If you have any further thoughts about this post or when you think it’s best to use robots.txt, feel free to let me know on \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FPetejov\" target=\"_blank\" rel=\"noopener\">twitter\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":138,"protected":200},8023,{"_yoast_wpseo_focuskw":901,"_yoast_wpseo_title":902,"_yoast_wpseo_metadesc":903,"inline_featured_image":200,"footnotes":5},"robots.txt","Robots.txt for SEO: Things To Consider Before Disallowing - Impression","It's important to understand the intracies of the robots.txt file before using it in your optimisations. Here are some things to consider before 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crushing when you have an idea for a campaign and think you’ve hit the jackpot, until you have a quick Google and realise it was done about six months ago AND it was successful. \u003C\u002Fp>\n\n\n\n\u003Cp>Subconsciously you might have seen it and that’s how you got to the idea you have now, that’s one reason, but I don’t think that’s the case. It’s been done before because it’s a good idea and you’ve followed the same steps to get to it. Now, the question you need to ask yourself is, ‘how can I do it better?’.\u003C\u002Fp>\n\n\n\n\u003Cp>We know how relentless \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> is, there’s hundreds and hundreds of agencies all looking for that one idea that’s relevant, good for the brand, newsworthy, builds links and hits every headline and sometimes you might have that one unique idea, and if you do, run with it. \u003C\u002Fp>\n\n\n\n\u003Cp>But, if we’re being optimistic about the unrelenting nature of PR and how incredibly competitive it is, we can see that if an idea has been done already, then we have a solid foundation to build off!\u003C\u002Fp>\n\n\n\n\u003Cp>When I interviewed for my job at Impression I pitched a series of ideas for a client, once I had the job I got the opportunity to bring the ideas to life, but… I found the first one had been done before.\u003C\u002Fp>\n\n\n\n\u003Cp>I wanted to find the perfect formula for a lullaby and upon Googling it on my first day in the job, I found it had been covered \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mirror.co.uk\u002Ftech\u002Fartificially-intelligent-machine-composed-lullaby-11599978\">here\u003C\u002Fa> in a campaign where AI created the perfect lullaby with an actual composer and had given it a ‘21st century twist’, it had done what I wanted to do and produced something I didn’t have the means to!\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignleft size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fdownload.jpg\" alt=\"\" class=\"wp-image-22279\" width=\"186\" height=\"183\"\u002F>\u003Cfigcaption>Something like this?\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>So I had to think about how I could do it better and what would make it more newsworthy. The question I kept coming back to was ‘I wonder if there’s a rap song that sends kids off to sleep?’. \u003C\u002Fp>\n\n\n\n\u003Cp>To cut a long story short, I eventually figured out a way to make the campaign completely different through lots of analysis of lullabies and some creativity. It turned out U2’s ‘One’ ticked all aspects of the ‘lullaby formula’ we created, and it was a really successful campaign offering us loads of angles and multiple stabs at pushing it out, you can read the full case study \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcase-studies\u002Fcuckooland-digital-pr\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>I guess what I’m getting at is, most ideas have been done before. People sneer at dream job campaigns, ‘best playlists to do XX to’ and most Instagrammed XX, but they’re just vehicles, formats, what makes them different is the content, the headlines, the angles and the relevancy. Granted, you should offer your clients bags more creativity than just using a tried and tested format over and over again, and you should always be aiming to innovate and be original, but if it happens to tick all of the boxes, go for it and make it better. \u003C\u002Fp>\n\n\n\n\u003Cp>So here’s some quick tips and things to consider around how you can make your idea much better if it’s already been done before:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Think headline first, can you reach a newsworthy headline that the other hasn’t?\u003C\u002Fli>\u003Cli>Can you pull the data from other places and spin it in a different way?\u003C\u002Fli>\u003Cli>Does the client have its own data that no one else has?\u003C\u002Fli>\u003Cli>Can you add more expertise to the piece?\u003C\u002Fli>\u003Cli>Can you create something, like an asset, formula, calculator?\u003C\u002Fli>\u003Cli>Can you emphasise how topical it is with other assets, like search data, trends, tweets etc?\u003C\u002Fli>\u003Cli>Can you tap into the regionals or a new vertical and niche the other campaign didn’t?\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>There you have it. It’s likely someone has pipped you to an idea before, most things have already been done you just have to do it better!\u003C\u002Fp>\n\n\n\n\u003Cp>Mark Twain once said: “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of coloured glass that have been in use through all the ages.”\u003C\u002Fp>\n\n\n\n\u003Cp>So just make those pieces of glass shine and look better!\u003C\u002Fp>\n\n\n\n\u003Cp>Good luck and don’t do any of mine better than me.\u003C\u002Fp>\n",{"rendered":148,"protected":200},7768,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":200,"footnotes":5},[209,371],[],[212],[1097,102,215,216,217,218,219,220,719],"post-5538",[],[],[1101,1102,1103,1104],{"path":174,"name":175},{"path":226,"name":227},{"path":113,"name":114},{"path":183,"name":147},"It’s crushing when you have an idea for a campaign and think you’ve hit the jackpot, until you have a quick Google and realise it was done about six months ago AND it was successful.  Subconsciously you might have seen it and that’s how you got to the idea you have now, that’s one reason, […]",{"thumbnail":1107,"medium":1108,"medium_large":1110,"large":1112,"1536x1536":1114,"2048x2048":1116,"post-thumbnail":1118,"12_col":1120,"default_landscape":1122,"default_portrait":1124,"6_col_and_margin_short":1126,"11_col_and_margin":1128,"9_col_rectangle":1130,"11_col":1132,"staff_image_696_600":1134,"rectangular_thumbnail":1136},{"url":152,"width":232,"height":232},{"url":1109,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=scale&h=113&q=90&w=200",{"url":1111,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=scale&h=432&q=90&w=768",{"url":1113,"width":239,"height":240},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1115,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=scale&h=864&q=90&w=1536",{"url":1117,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=2048",{"url":1119,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1121,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1123,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1125,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1127,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1129,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1131,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1133,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1135,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1137,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1139],{"id":202,"path":267,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1140},{"full_bio":10,"job_title":11,"specialist_service_links":1141,"photo":1146},[1142,1144],{"page":1143,"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":1145,"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":1147},{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"me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New Study Shows Your Idea Has Probably Been Done Before - Impression",[1153,1154,1155,1157,1158,1159,1160,1161,1162,1163,1164,1166,1168,1170,1172,1174,1175,1176,1177,1178],{"property":281,"content":1151},{"name":285,"content":286},{"property":188,"content":1156},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F",{"name":290,"content":291},{"property":293,"content":294},{"property":296,"content":1151},{"property":298,"content":1105},{"property":300,"content":1156},{"property":302,"content":303},{"property":305,"content":306},{"property":308,"content":1165},"2020-07-31T16:07:05+00:00",{"property":311,"content":1167},"2022-02-07T16:48:16+00:00",{"property":314,"content":1169},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat",{"property":317,"content":1171},1920,{"property":320,"content":1173},1080,{"property":323,"content":604},{"property":169,"content":4},{"property":326,"content":327},{"property":332,"content":333},{"property":335,"content":333},{"@context":337,"@graph":1180},[1181,1197,1203,1204,1210,1214,1232],{"@type":276,"@id":1182,"isPartOf":1183,"author":1184,"headline":147,"datePublished":1165,"dateModified":1167,"mainEntityOfPage":1185,"wordCount":62,"commentCount":23,"publisher":1186,"image":1187,"thumbnailUrl":1189,"articleSection":1190,"inLanguage":352,"potentialAction":1191},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F#article",{"@id":1156},{"name":4,"@id":343},{"@id":1156},{"@id":347},{"@id":1188},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2a587ucg-050720211625504302_light-bulbs-1125016_1920.jpg?auto=compress%2Cformat&q=90",[114,18],[1192],{"@type":1193,"name":1194,"target":1195},"CommentAction","Comment",[1196],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F#respond",{"@type":354,"@id":1156,"url":1156,"name":1151,"isPartOf":1198,"primaryImageOfPage":1199,"image":1200,"thumbnailUrl":1189,"datePublished":1165,"dateModified":1167,"breadcrumb":1201,"inLanguage":361},{"@id":356},{"@id":1188},{"@id":1188},{"@id":1202},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F#breadcrumb",{"@type":363,"inLanguage":352,"@id":1188,"url":1189,"contentUrl":1189,"width":1171,"height":1173},{"@type":367,"@id":1202,"itemListElement":1205},[1206,1207,1208,1209],{"@type":370,"position":371,"name":175,"item":372},{"@type":370,"position":374,"name":227,"item":375},{"@type":370,"position":160,"name":114,"item":377},{"@type":370,"position":151,"name":147},{"@type":380,"@id":356,"url":372,"name":303,"description":5,"publisher":1211,"inLanguage":352,"potentialAction":1212},{"@id":382},{"@type":384,"target":1213,"query-input":388},{"@type":386,"urlTemplate":387},{"@type":390,"@id":382,"name":303,"url":372,"logo":1215,"image":396,"sameAs":1216,"@context":401,"email":402,"foundingDate":403,"legalName":404,"vatID":405,"description":406,"telephone":407,"address":1217,"location":1218,"areaServed":1228},{"@type":363,"inLanguage":352,"@id":392,"url":393,"contentUrl":393,"width":394,"height":395,"caption":303},[398,399,400],{"@type":409,"streetAddress":410,"addressLocality":411,"addressRegion":412,"postalCode":413,"addressCountry":414},[1219,1222,1225],{"@type":417,"name":418,"geo":1220,"address":1221,"photo":396,"telephone":424},{"@type":420,"latitude":421,"longitude":422},{"@type":409,"streetAddress":410,"addressLocality":411,"addressRegion":412,"postalCode":413,"addressCountry":414},{"@type":417,"name":426,"geo":1223,"address":1224,"photo":435,"telephone":436},{"@type":420,"latitude":428,"longitude":429},{"@type":409,"streetAddress":431,"addressLocality":432,"addressRegion":433,"postalCode":434,"addressCountry":414},{"@type":417,"name":438,"geo":1226,"address":1227},{"@type":420,"latitude":440,"longitude":441},{"@type":409,"streetAddress":443,"addressLocality":444,"addressRegion":445,"postalCode":446,"addressCountry":447},[1229,1230,1231],{"@type":450,"name":451},{"@type":450,"name":453},{"@type":450,"name":447},{"@type":456,"@id":457,"name":4,"image":1233,"description":6,"sameAs":1234,"url":189},{"@type":363,"inLanguage":352,"@id":459,"url":8,"contentUrl":8,"caption":4},[185],{"self":1236,"collection":1241,"about":1243,"author":1245,"replies":1247,"version-history":1250,"predecessor-version":1253,"wp:featuredmedia":1257,"wp:attachment":1260,"wp:term":1263,"curies":1270},[1237],{"href":1238,"targetHints":1239},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5538",{"allow":1240},[467,468,469,470,471],[1242],{"href":474},[1244],{"href":477},[1246],{"embeddable":97,"href":480},[1248],{"embeddable":97,"href":1249},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=5538",[1251],{"count":371,"href":1252},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5538\u002Frevisions",[1254],{"id":1255,"href":1256},14611,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F5538\u002Frevisions\u002F14611",[1258],{"embeddable":97,"href":1259},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7768",[1261],{"href":1262},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=5538",[1264,1266,1268],{"taxonomy":500,"embeddable":97,"href":1265},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=5538",{"taxonomy":503,"embeddable":97,"href":1267},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=5538",{"taxonomy":169,"embeddable":97,"href":1269},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=5538",[1271],{"name":509,"href":510,"templated":97},{"id":1273,"date":1274,"date_gmt":1274,"guid":1275,"modified":150,"modified_gmt":150,"slug":1277,"status":19,"type":102,"link":159,"title":1278,"content":1279,"excerpt":1281,"author":202,"featured_media":1282,"comment_status":1091,"ping_status":20,"sticky":200,"template":5,"format":204,"meta":1283,"categories":1286,"collections":1288,"coauthors":1289,"class_list":1290,"acf":1293,"head_links":1294,"breadcrumbs":1295,"url_path":159,"search_description":1285,"featured_image_urls":1300,"authors":1332,"type_nicename":276,"reading_minutes":160,"category":1342,"yoast_title":1284,"yoast_meta":1345,"yoast_json_ld":1372,"_links":1428},5293,"2020-05-11T17:42:28",{"rendered":1276},"https:\u002F\u002Fimpression.test\u002Fblog\u002Flockdown-cooking-search-trends\u002F","lockdown-cooking-search-trends",{"rendered":157},{"rendered":1280,"protected":200},"\n\u003Cp>In the way most posts start at the moment, we have to acknowledge the circumstances we find ourselves in. But, for some businesses, the pandemic has opened up the opportunity to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fcovid\u002F\">pivot a business\u003C\u002Fa> or to react to what is a very rapidly changing market and series of events. \u003C\u002Fp>\n\n\n\n\u003Cp>One sector is FMCG, or fast-moving consumer goods, predominantly most items you would find in the supermarket. We have all seen the trends in people flocking to stockpile toilet roll and then tinned food and flour, but what is really happening beyond the headlines?\u003C\u002Fp>\n\n\n\n\u003Cp>With things moving so rapidly, we wanted to look into the trends worldwide and show brands where they could be focussing and adapting strategies. We have opted to use search data from Google’s keyword planner looking at the lockdown recipes the world really has been searching for, is it really just banana bread? Or have people used this opportunity to really experiment and how does this differ between countries?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"methodology\">Methodology\u003C\u002Fh2>\n\n\n\n\u003Cp>Inputting the seed term ‘recipe’ into keyword planner exported all searches up until April 2019. The data shows the percentage of changes and the numerical change in terms of searches from April 2019 to March 2020. \u003C\u002Fp>\n\n\n\n\u003Cp>The rationale behind this is that year-on-year comparisons remove any seasonality, so we can be pretty sure that any change is due to COVID-19 and not due to it being a month where banana bread is usually baked every day…\u003C\u002Fp>\n\n\n\n\u003Cp>In the analysis of the 47 countries across the world that have had some form of lockdown over the past few weeks, and all search terms related to recipes, we set about finding the recipes most in-demand during the pandemic. \u003C\u002Fp>\n\n\n\n\u003Cp>The findings can be found below and SHOCKINGLY it isn’t all about banana bread, it seems each country has its own fads. However, it’s safe to say all of the results could be considered as some form of comfort food – something we all need right now!\u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FRecipe-Map_02_Logo-scaled-1.jpg\" alt=\"\" class=\"wp-image-20004\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n\n\n\n\u003Cp>Using the percentage change in searches April 2019 v March 2020, it seems the pandemic forced the UK to bake bread, with a bog-standard loaf seemingly the antidote to the stress. While Lithuania opted for the perfect cinnamon roll, Kenya perfected its focaccia making skills.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>To view the full data set, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdocs.google.com\u002Fspreadsheets\u002Fd\u002F1xSCQWNedearLGBWeUiRqjP5nWZQB9urnQE_3SanZN_Q\u002Fedit?usp=sharing\">click here\u003C\u002Fa>\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>If you are keen to try any of the recipes yourself, we have included a link to 20 of our favourite lockdown nation’s recipes below:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>UK – \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fbbcgoodfood.com\u002Frecipes\u002Feasy-white-bread\">easy bread recipe\u003C\u002Fa>\u003C\u002Fli>\u003Cli>USA – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Firish-soda-bread\">Irish soda bread\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Germany – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.chex.com\u002Frecipes\u002Fchex-muddy-buddies\u002F\">muddy buddies\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Italy – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Ffluffy-pancakes\">fluffy pancakes\u003C\u002Fa>\u003C\u002Fli>\u003Cli>South Africa – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.easypeasyfoodie.com\u002Fchicken-chilli-con-carne\u002F\">chicken chilli\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Saudi Arabia – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsallysbakingaddiction.com\u002Fmini-cheesecakes\u002F\">mini cheesecakes\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Colombia – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Fcollection\u002Fvegan-burger\">vegan burger\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Australia – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.food.com\u002Frecipe\u002Fbeer-bread-73440\">beer bread\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Jordan – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbc.co.uk\u002Ffood\u002Frecipes\u002Fsourdough_starter_22976\">sourdough starter\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Israel – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Fvintage-chocolate-chip-cookies\">chocolate chip cookies\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Lithuania – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ambitiouskitchen.com\u002Fbest-cinnamon-rolls\u002F\">cinnamon rolls\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Spain – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.allrecipes.com\u002Frecipe\u002F16310\u002Fcorned-beef-and-cabbage-i\u002F\">corned beef and cabbage\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Norway – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Frealfood.tesco.com\u002Frecipes\u002Fhasselback-potatoes.html\">hasselback potatoes\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Denmark – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tasteofhome.com\u002Frecipes\u002Fmelt-in-your-mouth-chuck-roast\u002F\">chuck roast\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Indonesia – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Fchicken-noodle-soup\">chicken noodle soup\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Portugal – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Fraita\">raita\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Thailand – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Fcollection\u002Fgranita\">granita\u003C\u002Fa>\u003C\u002Fli>\u003Cli>Kenya – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbc.co.uk\u002Ffood\u002Frecipes\u002Ffocaccia_08389\">focaccia \u003C\u002Fa>\u003C\u002Fli>\u003Cli>Greece – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Feasy-butter-chicken\">butter chicken\u003C\u002Fa>\u003C\u002Fli>\u003Cli>UAE – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bbcgoodfood.com\u002Frecipes\u002Ffettucine-alfredo\">fettuccine alfredo\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The research reveals exactly what people want to see during this lockdown and this seems like it could be a huge win for FMCG brands if they are quick and able to adapt and react to the sudden changes in demand from consumers. \u003C\u002Fp>\n\n\n\n\u003Cp>Of course, it isn’t as simple as that, but marketing and communications should be quick to adapt, as is the nature with digital marketing and this insight could be key to making the most out of a bad situation.\u003C\u002Fp>\n\n\n\n\u003Cp>Can you use any of the data above to adapt your marketing or content strategy right now? \u003C\u002Fp>\n\n\n\n\u003Cdiv style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\">\u003C\u002Fdiv>\n",{"rendered":158,"protected":200},7802,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1284,"_yoast_wpseo_metadesc":1285,"inline_featured_image":200,"footnotes":5},"Lockdown Cooking Searches: Feeding Your FMCG Marketing Strategy","We look in to the food and cooking trends that have emerged during the covid outbreak that could help you pivot your FMCG makreting strategy for quick wins.",[1287,371],88,[],[212],[1291,102,215,216,217,218,219,1292,719],"post-5293","category-covid",[],[],[1296,1297,1298,1299],{"path":174,"name":175},{"path":226,"name":227},{"path":165,"name":166},{"path":183,"name":157},{"thumbnail":1301,"medium":1302,"medium_large":1304,"large":1306,"1536x1536":1308,"2048x2048":1310,"post-thumbnail":1312,"12_col":1314,"default_landscape":1316,"default_portrait":1318,"6_col_and_margin_short":1320,"11_col_and_margin":1322,"9_col_rectangle":1324,"11_col":1326,"staff_image_696_600":1328,"rectangular_thumbnail":1330},{"url":161,"width":232,"height":232},{"url":1303,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1305,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1307,"width":239,"height":240},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1309,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1311,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":1313,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1315,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1317,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1319,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1321,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1323,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1325,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1327,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1329,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1331,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504472_kate-remmer-RZn4_FzNUCY-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1333],{"id":202,"path":267,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":1334},{"full_bio":10,"job_title":11,"specialist_service_links":1335,"photo":1340},[1336,1338],{"page":1337,"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":1339,"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,"autho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