[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002Fpage\u002F4":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":182,"head_links":184,"breadcrumbs":170,"posts":188,"pages":165,"head":1439},"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":166},"\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":165},[101,115,126,135,144,155],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Link Intersecting For Digital PR: A Source Of Inspiration","\u003Cp>I didn’t want to include the C word in this blog post (not that one) but, I’ll say it once and get it out of the way, if you’re struggling for inspiration and ideas have run dry, if Coronavirus is getting in the way of your campaigns and you need to adapt, why not use […]\u003C\u002Fp>\n","\u002Fblog\u002Flink-intersecting-for-digital-pr-a-source-of-inspiration\u002F","2022-02-07T16:48:17",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FgPI5JvUN-050720211625504630_chain-690088_1920.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":5,"authors":121,"category":123},"How to build a technical SEO dashboard using Google Data Studio","\u003Cp>In the modern SEO landscape, practitioners are almost powerless without their tools and the data they provide. Experience is still essential but we need the data first to leverage this experience after. Only then can we properly interpret shortfalls when it comes to more technical and data-driven optimisations. Nowhere are SEO tools rifer than in […]\u003C\u002Fp>\n","\u002Fblog\u002Ftechnical-seo-google-data-studio-dashboard\u002F","2025-01-23T12:20:04",5,[122],{"name":4,"image":111},{"to":124,"name":125},"\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F","Technical SEO",{"type_key":102,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":107,"image":131,"authors":132,"category":134},"Are Product Stunts ‘Fake News’?","\u003Cp>No.  Product stunts are rife in PR, both long ago in the traditional world and now in digital, they have proven successful and I anticipate will continue to succeed in the future.  But does creating something as a stunt and allowing the press to cover it mean we’re distributing fake news? Is there a moral […]\u003C\u002Fp>\n","\u002Fblog\u002Fare-product-stunts-fake-news\u002F","2022-02-07T16:48:20","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F20d4SjgC-050720211625507816_fake-1909821_1920.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133],{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":107,"image":140,"authors":141,"category":143},"Collaboration Is Key In Digital PR, And Here’s Why…","\u003Cp>Digital PR as we all know is a rapidly evolving discipline, taking elements of SEO and the core of traditional PR to create results for clients that have a measurable impact far beyond AVE and reach.  But, with this being such a new and evolving concept, no one can be leading the way as an […]\u003C\u002Fp>\n","\u002Fblog\u002Fcollaborating-is-key-in-digital-pr-and-heres-why\u002F","2022-02-07T16:48:21","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":4,"image":111},{"to":113,"name":114},{"type_key":102,"title":145,"excerpt":146,"to":147,"postedAt":148,"readingTime":149,"image":150,"authors":151,"category":153},"Five key takeaways from Gary Illyes’ AMA on Reddit","\u003Cp>I find Gary Illyes quite funny. While John Mueller, another public-facing Webmaster Trends Analyst at Google, is often conscientious and considered in his online guidance to SEO folk, I can’t help but feel that sometimes Gary is the polar opposite. Even to his admission, he’s quite often candid and sarcastic, also sometimes prone to offending […]\u003C\u002Fp>\n","\u002Fblog\u002Ffive-key-takeaways-from-gary-illyes-ama-on-reddit\u002F","2025-01-23T12:46:55",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FGQsfgmwS-050720211625513010_Gary-Illyes-AMA.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[152],{"name":4,"image":111},{"to":154,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":160,"image":161,"authors":162,"category":164},"A guide to the mobile-first index and how to prepare your SEO workflow for it","\u003Cp>After years of testing, Google finally began rolling out their mobile-first index last month on Monday 26th March 2018. With that in mind, I deemed it necessary to update this blog post that I originally published back in September 2017. This update better explains what the mobile-first index involves while still providing plenty of actionable […]\u003C\u002Fp>\n","\u002Fblog\u002Fmobile-first-index-guide\u002F","2025-02-11T16:53:56",20,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FFSvNVhUj-050720211625519620_mobile-first-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163],{"name":4,"image":111},{"to":154,"name":18},"7",{"type":167,"style":168,"title":169,"heading":4,"intro":10,"services":12,"breadcrumbs":170,"photo":56,"social":182},"author","dark","Meet the Team",[171,174,177,180],{"path":172,"name":173},"\u002F","Home",{"path":175,"name":176},"\u002Fabout\u002F","About Us",{"path":178,"name":179},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":181,"name":4},null,{"twitter":5,"linkedin":183},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F",[185],{"rel":186,"href":187},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[189,510,682,870,1058,1249],{"id":190,"date":191,"date_gmt":191,"guid":192,"modified":106,"modified_gmt":106,"slug":194,"status":19,"type":102,"link":105,"title":195,"content":196,"excerpt":199,"author":200,"featured_media":201,"comment_status":202,"ping_status":20,"sticky":198,"template":5,"format":203,"meta":204,"categories":205,"collections":207,"coauthors":208,"class_list":210,"acf":218,"head_links":219,"breadcrumbs":220,"url_path":105,"search_description":227,"featured_image_urls":228,"authors":263,"type_nicename":274,"reading_minutes":107,"category":275,"yoast_title":277,"yoast_meta":278,"yoast_json_ld":331,"_links":461},5150,"2020-03-31T16:26:22",{"rendered":193},"https:\u002F\u002Fimpression.test\u002Fblog\u002Flink-intersecting-for-digital-pr-a-source-of-inspiration\u002F","link-intersecting-for-digital-pr-a-source-of-inspiration",{"rendered":103},{"rendered":197,"protected":198},"\n\u003Cp>I didn’t want to include the C word in this blog post (not that one) but, I’ll say it once and get it out of the way, if you’re struggling for inspiration and ideas have run dry, if Coronavirus is getting in the way of your campaigns and you need to adapt, why not use your time for a bit of strategy? \u003C\u002Fp>\n\n\n\n\u003Cp>For some this may be like sucking eggs, for others this will change your life! So, let me begin: \u003C\u002Fp>\n\n\n\n\u003Cp>You have your client and its domain – perhaps you’re about to begin a new round of ideation, looking to launch your new campaign, or are planning a schedule of targeted thought leadership articles… but you need some inspiration? \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002Fdashboard\">ahrefs\u003C\u002Fa>, head to more > link intersect.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Favy2wpGiF3emP08FD1z5pyuaooESroYrDH5soIMcray5bQtd9uGzz9bEW10nLyWvQGWdLr4aSP11Ufazn6eJZrhLEmmdqIq7n-eAovdEpLog3Nd8mokfGvcmBKH-j67BwZeauEc.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Once you land on the Link Intersect page, you want to see all of the domains that link to your client’s competitors*, but not yours in order to give you an idea of where you should be targeting or the type of campaigns you should be building. \u003Cstrong>\u003Cem>*If you don’t know their competitors, ask your client and do your own research – they’ll probably be different, with SERP competitors and commercial differing, but helpful for this task nonetheless.\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002F7XlC0gxzwH3xYJ6jx9_i2XX_GPBqkPmI8s-sVQofjHlVCGIFs3uxc661CURv_L4eLCFMnAbYrzwukoHwwhHl5RoHwpRhzA4zzT-njUnoVg59CWkbnWekmr1Dmqk2eXfJKLP-1bA.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Select\u003Cstrong> ‘show link opportunities’ \u003C\u002Fstrong>and I personally would filter by DR, to cut out a lot of the spam and directories etc. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FWsZbKSkbU8S6Hgr_hWyByLEX-CxnLt3cZHNyhc0IXETYuPKOpqBeTMe41v4F8FssrX6PYHjkLJLtOAsPV55Oxhph2fBClz-GY6PhMOgt4ERUlZn3OThvFQ1ckrjzsMzN1ukpCbg.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Of course, you can export this list and sort through it in Google Sheets or Excel. Filter through the likes of Youtube and Google and you will begin to see publications cropping up which you recognise, and some you don’t. \u003C\u002Fp>\n\n\n\n\u003Cp>You might even start to see trends, for example in the image below. This domain is missing out on a lot of links from local news sites, which its competitor is making a use of. So for this business, a local campaign would be beneficial, or a campaign that really lends itself to localised data or various local hooks: \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FWQUAPnC2CSfCq_xU3Yp3AduSa9MK-G72qbDbGb7VhRy__T96JEjscnGyrJoWc6w3Q5Gnt5rku6_t5uoGY7evyaa2XqhRQz9pjQOr1r9JObuNaq40gETJiTZXf5BCjL7UZVTPu_4.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Using this same logic throughout all of the intersected domains, you will begin to see trends in titles and different verticals. If the competitors can land links there with a campaign, so can you and this can help to steer your ideation. Maybe you’ve never thought of targeting music press, but the competition are all over it and this is proof it works. \u003C\u002Fp>\n\n\n\n\u003Cp>To get even more detail and a further take on this and to understand exactly what content these publications want, select the number on the row of the publication in the competitor’s column to show all instances of links from that specific title to the competitor’s domain.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FYa576ZPCaK73MsFnj3PUoEx1ejQwiL0vfH2kSHESEx0K2Iz64stOtGAl9_p2HQF5C0EWkPj__ztFjEgYaDX9yOjXgxUfewLBtfc7bR_KIqRIj0oVKCe0p96fGRprOfhwZZrsIN4.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>By doing so, we can see each news story by Yahoo, what the story is about and on the right, the original content or research. This is useful for inspiration and knowing what sort of content you should be producing for relevancy to the publication.\u003C\u002Fp>\n\n\n\n\u003Cp>This intersection is domain wide, but you can limit this to specific areas of the site, if you know that your client and its competitors are all targeting specific pages and keywords with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa> activity. \u003C\u002Fp>\n\n\n\n\u003Cp>If this is the first time you have used this feature, have a play around with it and see what information you can get, it’s a really useful tool and can be a great source for inspiration when times are tough.\u003C\u002Fp>\n\n\n\n\u003Cp>Enjoy!\u003Cbr>\u003C\u002Fp>\n",false,{"rendered":104,"protected":198},59,7823,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":198,"footnotes":5},[206],45,[],[209],143,[211,102,212,213,214,215,216,217],"post-5150","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",[],[],[221,222,225,226],{"path":172,"name":173},{"path":223,"name":224},"\u002Fblog\u002F","Blog",{"path":113,"name":114},{"path":181,"name":103},"I didn’t want to include the C word in this blog post (not that one) but, I’ll say it once and get it out of the way, if you’re struggling for inspiration and ideas have run dry, if Coronavirus is getting in the way of your campaigns and you need to adapt, why not use 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Experience is still essential but we need the data \u003Cem>first\u003C\u002Fem> to leverage this experience \u003Cem>after\u003C\u002Fem>. Only then can we properly interpret shortfalls when it comes to more technical and data-driven optimisations.\u003C\u002Fp>\n\n\n\n\u003Cp>Nowhere are SEO tools rifer than in the technical SEO camp. From cloud crawling tools such as DeepCrawl, OnCrawl and Botify to local solutions like Screaming Frog and Sitebulb, it can be an expensive space to operate in.\u003C\u002Fp>\n\n\n\n\u003Cp>What’s more, the deeper you dive, the more of a requirement tools become. Logfile analysis, for example, can be achieved with a simple Google Sheet and other free solutions, but it’s far easier to interpret server logs using solutions like those mentioned above and more specialist tools like Logz.io, Loggly and Splunk (to name but a few).\u003C\u002Fp>\n\n\n\n\u003Cp>The tricky part then comes after. Once you have obtained access to these tools, they largely work in silos and are disjointed from the remainder of your workflow. That means tying your efforts back to your core performance-based KPIs can be difficult and take some navigating.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition, the tools I noted above typically come with a high barrier to entry, meaning other stakeholders struggle to visualise your efforts in the technical SEO space. This can make some conversations difficult, especially when it comes to signing off budgets and communicating the value of your work.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s where \u003Ca href=\"https:\u002F\u002Fdatastudio.google.com\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Google Data Studio\u003C\u002Fa> (GDS) can help. With a large library of custom data connectors, you can near-enough visualise any data you wish to complement another data set and tell a story. At Impression, we typically refer to these datasets as “owned goals” and “shared goals” (first coined by Laura Hampton in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdigital-pr-brighton-seo\u002F\">a digital PR context\u003C\u002Fa> but the methodology can also be applied to a technical SEO-driven search strategy).\u003C\u002Fp>\n\n\n\n\u003Cp>Here, “owned goals” refer to the metrics we can directly improve, e.g. crawling and indexing optimisations, while “shared goals” refer to those we share with in-house teams and other SEOs to help influence, i.e. improvements in visibility, traffic acquisition and revenue. With Google Data Studio, we can capture both owned and shared goals and start connecting the dots.\u003C\u002Fp>\n\n\n\n\u003Cp>Many data connectors already exist that allow you to include technical-SEO driven data into your reports but after researching online, I discovered few (if any) templates exist that pull this all together. With that in mind, we created a technical SEO dashboard that’s now available for download.\u003C\u002Fp>\n\n\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 0;\" src=\"https:\u002F\u002Fdatastudio.google.com\u002Fembed\u002Freporting\u002F1wGgZKc3JImqmac4jnjmLHjP4y87f-YxT\u002Fpage\u002FoBJDB\" width=\"100%\" height=\"440\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdatastudio.google.com\u002Fopen\u002F1wGgZKc3JImqmac4jnjmLHjP4y87f-YxT\">\u003Cstrong>Download Impression’s Technical SEO Google Data Studio Dashboard\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-the-technical-seo-dashboard-report-on\">What does the technical SEO dashboard report on?\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"technical-seo-metrics\">Technical SEO metrics\u003C\u002Fh3>\n\n\n\n\u003Cp>Though a work in progress, the dashboard currently captures:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Automated data from DeepCrawl, including:\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Crawling considerations\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Indexable URLs\u003C\u002Fli>\n\n\n\n\u003Cli>Non-indexable URLs via:\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Non-200 status codes: 3XXs, 4XXs, 5XXs\u003C\u002Fli>\n\n\n\n\u003Cli>Robot Directives: canonicals, meta robots noindex\u002Fnofollow tags and disallows via robots.txt\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>Crawl optimisations available through your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">XML sitemap\u003C\u002Fa>(s)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>Indexing considerations\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Thin URLs\u003C\u002Fli>\n\n\n\n\u003Cli>Duplicate URLs\u003C\u002Fli>\n\n\n\n\u003Cli>Orphaned URLs\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Automated Google Analytics data, including:\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Page load times\u003C\u002Fli>\n\n\n\n\u003Cli>Server response times\u003C\u002Fli>\n\n\n\n\u003Cli>Domain lookup times\u003Cbr>* available via various dimensions, e.g. site-wide, page, device and user-level\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Automated Chrome User Experience data, including:\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>First paint\u003C\u002Fli>\n\n\n\n\u003Cli>First contentful paint\u003C\u002Fli>\n\n\n\n\u003Cli>DOM content loaded\u003C\u002Fli>\n\n\n\n\u003Cli>First input delay\u003Cbr>*using the origin URL originally stated upon setup of the data connector.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>While the idea is to build on this over time, we consider these to be integral to a technical SEO’s “owned goals” when related to a campaign’s overall progress and success. By adding this dashboard into your current GDS reports, you will be able to supplement the KPIs related to your “shared goals”.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"quarterly-progress\">Quarterly progress\u003C\u002Fh3>\n\n\n\n\u003Cp>The dashboard is only intended to report on quarterly progress. Granted, data over a longer period of time is always more valuable but with so many individual reports present, we were limited by space. Three months was the trade-off to include enough reports for it to be useful while showing enough of a date range for it to still be interpreted in a user-friendly way.\u003C\u002Fp>\n\n\n\n\u003Cp>The dashboard is set to report on the previous quarter and should update automatically upon the following month of each completed quarter, i.e. April for Q1, July for Q2 etc.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"getting-started\">Getting started\u003C\u002Fh2>\n\n\n\n\u003Cp>The dashboard’s current iteration only uses three sample data connectors. These are:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>The Google Sheets connector\u003C\u002Fli>\n\n\n\n\u003Cli>The Google Analytics connector\u003C\u002Fli>\n\n\n\n\u003Cli>The Chrome UX Report connector\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Before making a copy of the dashboard and getting stuck in, we recommend following these steps to ensure you successfully add your data to the connectors before adding them into the template:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F12\u002Fgoogle-data-studio-copy-this-report-e1580749802962.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-13631\" width=\"552\" height=\"338\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"next-steps\">Next steps\u003C\u002Fh2>\n\n\n\n\u003Cp>This dashboard is only really applicable to DeepCrawl users for now. However, over time, we can look to elaborate on it with data feeds from other technical SEO crawlers like those from Botify and OnCrawl. In addition, there are still more useful reports to see even from the likes of DeepCrawl, like those related to crawl depth and log file metrics, so we’re looking forward to building on the dashboard over time.\u003C\u002Fp>\n\n\n\n\u003Cp>And that’s really our intention; for it to be a work in progress so it becomes increasingly more valuable. if you have any feedback of things you’d like to see via the technical SEO dashboard, feel free to share those with me via \u003Ca rel=\"noreferrer noopener\" href=\"mailto:hello@impression.co.uk\">email\u003C\u002Fa> or \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fpetejov\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":117,"protected":198},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":521,"_yoast_wpseo_metadesc":522,"inline_featured_image":198,"footnotes":5},"Technical SEO GDS Dashboard (Free Download) - Impression","Use our technical SEO dashboard using Google Data Studio to better communicate the value of your work to stakeholders. Free download available.",[524],42,[],[209],[528,102,212,213,214,216,529],"post-4923","category-technical-seo",[],[],[533,534,535,536],{"path":172,"name":173},{"path":223,"name":224},{"path":124,"name":125},{"path":181,"name":116},{"thumbnail":538,"medium":539,"medium_large":540,"large":541,"1536x1536":542,"2048x2048":543,"post-thumbnail":544,"12_col":545,"default_landscape":546,"default_portrait":547,"6_col_and_margin_short":548,"11_col_and_margin":549,"9_col_rectangle":550,"11_col":551,"staff_image_696_600":552,"rectangular_thumbnail":553},{"url":198,"width":230,"height":230},{"url":198,"width":59,"height":59},{"url":198,"width":62,"height":23},{"url":198,"width":237,"height":238},{"url":198,"width":68,"height":68},{"url":198,"width":71,"height":71},{"url":198,"width":74,"height":75},{"url":198,"width":77,"height":78},{"url":198,"width":80,"height":54},{"url":198,"width":54,"height":80},{"url":198,"width":74,"height":78},{"url":198,"width":84,"height":78},{"url":198,"width":86,"height":87},{"url":198,"width":89,"height":78},{"url":198,"width":53,"height":54},{"url":198,"width":92,"height":93},[555],{"id":200,"path":265,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":556},{"full_bio":10,"job_title":11,"specialist_service_links":557,"photo":562},[558,560],{"page":559,"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":561,"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":563},{"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},[565],{"id":524,"name":125,"path":124},[567,568,570,571,573,574,575,576,577,578,579,580,582,584,586,587,588,589,590,591,592],{"property":280,"content":521},{"property":569,"content":522},"description",{"name":282,"content":283},{"property":186,"content":572},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Ftechnical-seo-google-data-studio-dashboard\u002F",{"name":287,"content":288},{"property":290,"content":291},{"property":293,"content":521},{"property":295,"content":522},{"property":297,"content":572},{"property":299,"content":300},{"property":302,"content":303},{"property":305,"content":581},"2020-02-05T12:42:06+00:00",{"property":308,"content":583},"2025-01-23T12:20:04+00:00",{"property":311,"content":585},"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F12\u002Fgoogle-data-studio-copy-this-report-e1580749802962.png",{"property":320,"content":5},{"property":314,"content":5},{"property":317,"content":5},{"property":167,"content":4},{"property":324,"content":325},{"property":327,"content":328},{"property":330,"content":328},{"@context":332,"@graph":594},[595,609,615,616,623,627,645],{"@type":274,"@id":596,"isPartOf":597,"author":598,"headline":116,"datePublished":581,"dateModified":583,"mainEntityOfPage":599,"wordCount":600,"commentCount":23,"publisher":601,"image":602,"thumbnailUrl":585,"articleSection":604,"inLanguage":347,"potentialAction":605},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\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stunts are rife in PR, both long ago in the traditional world and now in digital, they have proven successful and I anticipate will continue to succeed in the future. \u003C\u002Fp>\n\n\n\n\u003Cp>But does creating something as a stunt and allowing the press to cover it mean we’re distributing fake news? Is there a moral dilemma here? Not at all – in my opinion. No one, apart from the brand and those working on the campaign can categorically say whether a product has been made or not. Perhaps there was 100 and due to an unprecedented demand they are now sold out, or maybe there was just one, or none?\u003C\u002Fp>\n\n\n\n\u003Cp>It is a business’ prerogative to list whatever product they want on their websites and as long as they aren’t accepting money without delivering any goods, then they aren’t breaking any rules. \u003C\u002Fp>\n\n\n\n\u003Cp>So what about when the press covers the products and they are beamed into the palms of the people? \u003C\u002Fp>\n\n\n\n\u003Cp>Now, I have a few answers to this and ways in which I think a product stunt should be done. \u003C\u002Fp>\n\n\n\n\u003Cp>But first, here’s a few examples: \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"274\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FScreenshot-2019-10-31-at-13.54.32-300x274-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14105\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"169\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FScreenshot-2019-10-31-at-14.26.51-300x169-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14106\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"145\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002FScreenshot-2019-10-31-at-13.57.21-300x145-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-14107\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>I personally think that a product stunt should highlight something else rather than just a brand! Of course, we’re in the business of promoting a brand or service, but we are also here to create news and I think any good product stunt will carry information and highlight an issue or tell us something new. The intention behind Paddy Power’s Huddersfield kit was to show that football shirts aren’t billboards for advertisers, for example. A good product stunt will offer more than just a gimmick. \u003C\u002Fp>\n\n\n\n\u003Cp>But, sometimes though, the product can take centre stage and leave the ‘news’ element aside and there isn’t really too much we can do about that. Equally, if you have launched a product that doesn’t physically exist and have written a press release and product copy quite clearly alluding to its lack of existence, then it is out of our hands if a journalist covers it. \u003C\u002Fp>\n\n\n\n\u003Cp>From a journalist’s point of view a product stunt works and fits in with commercial targets. It’s shareable, clickable and will drive traffic to their site – it’s a win-win for all involved. \u003C\u002Fp>\n\n\n\n\u003Cp>But where a question of ‘fake news’ is raised, simply comes down to the journalist. They are the gatekeepers, and if they are choosing to happily cover product stunts (real or not) then it is completely in their hands. A good journalist won’t mislead their readers and will do their research before covering a story – not mindlessly cover a product because it’s so ridiculous it will get clicks! If it doesn’t seem real, but it will get clicks, then the story should be drafted to reflect the reservations of the writer, if there is an underlying message and the ‘product’ is the vehicle to grab attention, then lead with the message.\u003C\u002Fp>\n\n\n\n\u003Cp>Product stunts are not ‘fake news’. Long live the product stunt – but do it properly!\u003C\u002Fp>\n",{"rendered":128,"protected":198},7894,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":198,"footnotes":5},[206],[],[209],[698,102,212,213,214,215,216,217],"post-4683",[],[],[702,703,704,705],{"path":172,"name":173},{"path":223,"name":224},{"path":113,"name":114},{"path":181,"name":127},"No.  Product stunts are rife in PR, both long ago in the traditional world and now in digital, they have proven successful and I anticipate will continue to succeed in the future.  But does creating something as a stunt and allowing the press to cover it mean we’re distributing fake news? Is there a moral 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PR as we all know is a rapidly evolving discipline, taking elements of SEO and the core of traditional PR to create results for clients that have a measurable impact far beyond AVE and reach. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>But, with this being such a new and evolving concept, no one can be leading the way as an authority and no one is setting a ‘gold standard’; we can talk about the quantity of links, and amounts of coverage, but there is so much more to digital PR than just links alone, we have to respect the roots of the discipline. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>We could spend all day dissecting and analysing an email pitch and subject line (I saw a lot of this at Brighton SEO), but no one can confidently say just how much impact these specific elements have to the success of a campaign. I personally think that if your story and data is strong enough and you have a good topical hook, this is ultimately what will prevail.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>But, it’s right there where I think the difference is, what sets a Digital PR person aside from a link builder. Digital PRs need to understand the news. It’s great being commercially aware of what newspapers are looking for but this needs to fit hand-in-hand with a legitimate news story that has some real human interest, a story that isn’t too closely connected to the brand that it appears too salesy, but something that is relevant, a few steps removed and has that logical connection. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>We also need to consider whether it aligns with the brand? I’ve seen loads of campaigns that have done really well, generated links and gained the coverage, but don’t fit the brand at all and that’s where the connection to PR is lost. Digital PRs should still be thinking like PRs and assessing all the outcomes, mitigating against any backlash and anticipating perceptions from the readers and how the story could impact your brand. If not, you risk wasting both your own and your client’s time, and so considering the sentiment behind the story and the links you’re trying to gain is all the more important.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>This is where collaborating across the field becomes key. None of us are at the forefront of this discipline, it’s evolving so rapidly and changing all the time, and as more SEOs and traditional PRs make the move into it – which they definitely will – so will different skills and perceptions. More knowledge and experience will be added, whether that be from ex-print and broadcast journalists, to very traditional PRs or SEO experts, and so educating and listening to each other becomes all the more important if this discipline is to grow and progress. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>No one in the industry should be placed on a pedestal, because no one has the authority, we are all still learning, adapting and growing. It’s exciting and I’m sure this time next year, digital PR will be completely different to what it is now, and I wonder if we’ll all still be getting so hung up on the subject line of an email.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":137,"protected":198},7914,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":198,"footnotes":5},[206],[],[209],[886,102,212,213,214,215,216,217],"post-4614",[],[],[890,891,892,893],{"path":172,"name":173},{"path":223,"name":224},{"path":113,"name":114},{"path":181,"name":136},"Digital PR as we all know is a rapidly evolving discipline, taking elements of SEO and the core of traditional PR to create results for clients that have a measurable impact far beyond AVE and reach.  But, with this being such a new and evolving concept, no one can be leading the way as an […]",{"thumbnail":896,"medium":897,"medium_large":899,"large":901,"1536x1536":903,"2048x2048":905,"post-thumbnail":907,"12_col":909,"default_landscape":911,"default_portrait":913,"6_col_and_margin_short":915,"11_col_and_margin":917,"9_col_rectangle":919,"11_col":921,"staff_image_696_600":923,"rectangular_thumbnail":925},{"url":140,"width":230,"height":230},{"url":898,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":900,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":902,"width":237,"height":238},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":904,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=scale&h=1025&q=90&w=1536",{"url":906,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":908,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":910,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":912,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":914,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":916,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":918,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":920,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":922,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":924,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":926,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FiTh7mCGh-050720211625508300_agreement-2548138_1920.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[928],{"id":200,"path":265,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":929},{"full_bio":10,"job_title":11,"specialist_service_links":930,"photo":935},[931,933],{"page":932,"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":934,"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":936},{"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,"larg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Is Key In Digital PR, And Here’s Why... - 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14723,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F4614\u002Frevisions\u002F14723",[1044],{"embeddable":97,"href":1045},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F7914",[1047],{"href":1048},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=4614",[1050,1052,1054],{"taxonomy":499,"embeddable":97,"href":1051},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=4614",{"taxonomy":502,"embeddable":97,"href":1053},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=4614",{"taxonomy":167,"embeddable":97,"href":1055},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=4614",[1057],{"name":508,"href":509,"templated":97},{"id":1059,"date":1060,"date_gmt":1060,"guid":1061,"modified":148,"modified_gmt":148,"slug":1063,"status":19,"type":102,"link":147,"title":1064,"content":1065,"excerpt":1067,"author":200,"featured_media":1068,"comment_status":202,"ping_status":20,"sticky":198,"template":5,"format":203,"meta":1069,"categories":1071,"collections":1072,"coauthors":1073,"class_list":1074,"acf":1077,"head_links":1078,"breadcrumbs":1079,"url_path":147,"search_description":1070,"featured_image_urls":1084,"authors":1116,"type_nicename":274,"reading_minutes":149,"category":1126,"yoast_title":1128,"yoast_meta":1129,"yoast_json_ld":1157,"_links":1212},4290,"2019-02-20T13:33:02",{"rendered":1062},"https:\u002F\u002Fimpression.test\u002Fblog\u002Ffive-key-takeaways-from-gary-illyes-ama-on-reddit\u002F","five-key-takeaways-from-gary-illyes-ama-on-reddit",{"rendered":145},{"rendered":1066,"protected":198},"\n\u003Cp>I find Gary Illyes quite funny. While John Mueller, another public-facing Webmaster Trends Analyst at Google, is often conscientious and considered in his online guidance to SEO folk, I can’t help but feel that sometimes Gary is the polar opposite. Even to his admission, he’s quite often candid and sarcastic, also sometimes prone to offending people apparently (I can’t vouch for the latter, but it’s funny to see him describe himself in this way).\u003C\u002Fp>\n\n\n\n\u003Cp>I almost get a sense that he’s prone to frustration when he engages in conversions with the SEO community, having reactions akin to annoyed Picard meme while trying to debunk myths and conspiracy theories around Google web search (on Twitter anyway, this isn’t the case when he’s public speaking).\u003C\u002Fp>\n\n\n\n\u003Cp>Whether I’m right or wrong, I was still excited to see that he had signed up to conduct an AMA on Reddit this February. Candidness and sarcasm aside, I was sure it would provide some useful insights into our approaches to SEO straight from the horse’s mouth. Unsurprisingly, there was a lot of brevity to his replies, but that’s fine. There was still enough information in there for search marketers to unpack and extract useful information.\u003C\u002Fp>\n\n\n\n\u003Cp>The entirety of Gary’s AMA can be found \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.reddit.com\u002Fr\u002FTechSEO\u002Fcomments\u002Fao3fmk\u002Fi_am_gary_illyes_googles_chief_of_sunshine_and\u002F\">here\u003C\u002Fa>, but I’ve dedicated this article to rounding-up five of the key points he discusses.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"hreflang-and-the-ranking-benefits\">Hreflang and the “ranking benefits”\u003C\u002Fh2>\n\n\n\n\u003Cp>This question came from \u003Cstrong>\u002Fu\u002Fpatrickstox\u003C\u002Fstrong> and attempted to clear up some conflicting guidance previously provided by both Gary and John;\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Hey Gary, you and \u002Fu\u002Fjohnmu have conflicting statements on hreflang. John says they will not help with rankings and you have said they’re treated as a cluster and they should be able to use each others ranking signals. Can we get an official clarification on this?\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Gary starts here by acknowledging the confusion across the industry likely stems from the perception of what a “direct ranking benefit” is. Hreflang will not lend itself to direct ranking benefits, instead, secondary benefits since Webmasters utilising hreflang are opening themselves up to receiving more targeted traffic that better satisfies user intent.\u003C\u002Fp>\n\n\n\n\u003Cp>Gary continues to write that, within a set of tagged hreflang pages, the page with the strongest signals will be retrieved first if it successfully satisfies a search query. However, if a sibling page within the set then matches the user’s location and language, then Google will conduct a “second pass retrieval” to present the sibling page instead. However, the differentiation needs to be made that signals are \u003Cem>not\u003C\u002Fem> passed around the set.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-does-use-engagement-metrics-in-search-but-not-how-you-may-think\">Google does use engagement metrics in search, but not how you may think\u003C\u002Fh2>\n\n\n\n\u003Cp>The topic of behavioural metrics and their influence in SERPs cropped up a lot throughout Gary’s AMA, i.e. whether user-based signals like CTR, bounce rate and dwell time influence the ranking of a web document. However, the context and Gary’s reply isn’t what you would expect it to be. Interestingly, he goes on to denounce Rand Fishkin and other digital marketers who advocate this idea, reducing it down to “made up crap”.\u003C\u002Fp>\n\n\n\n\u003Cp>Admittedly, this is something Impression has advised in the past – see \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdwell-time\u002F\">5 Easy Ways to Increase Dwell Time for Improved SEO Rankings\u003C\u002Fa> – and it’s an idea still shared by many SEOs, not just Rand Fishkin.\u003C\u002Fp>\n\n\n\n\u003Cp>Experience tells us that we shouldn’t take everything one Google employee recommends as read. After all, contradictory evidence may be just around the corner – see Google’s paper on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatic.googleusercontent.com\u002Fmedia\u002Fresearch.google.com\u002Fen\u002F\u002Fpubs\u002Farchive\u002F45562.pdf\">Incorporating CAS into a SERP Evaluation Model\u003C\u002Fa> as an example. However, it’s fascinating to see Gary’s thoughts laid out so bluntly here. At the very least, constructs like CTR, bounce rate and dwell time aren’t something we should disregard altogether based on this guidance. If anything, they represent the very notion of digital marketing and engaging with your audience, regardless of the channel(s) you’re investing in.\u003C\u002Fp>\n\n\n\n\u003Cp>Regardless of which side of the fence you stand on when it comes to the engagement in SERP debate, Gary continues, providing clarification on how engagement is “actually” used in search.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>When we want to launch a new algorithm or an update to the “core” one, we need to test it. Same goes for UX features, like changing the colour of the green links. For the former, we have two ways to test:\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>1. With raters, which is detailed painfully in the raters guidelines\u003Cbr>2. With live experiments.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>…We run the experiment for some time, sometimes weeks, and then we compare some metrics between the experiment and the base. One of the metrics is how clicks on results differ between the two.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>This is something Andrey Lipattsev, Search Quality Senior Strategist at Google, also previously clarified, going into further detail into why marrying behavioural metrics and SERP rankings at scale is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyoutu.be\u002Fl8VnZCcl9J4?t=1239\">logistically impossible\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"reiterating-googles-search-quality-raters\">Reiterating Google’s Search Quality Raters\u003C\u002Fh3>\n\n\n\n\u003Cp>As a side note, another interesting point raised here is the idea of Google using Search Quality Raters. This is something that’s often forgotten about or even unknown in our industry. This adds the proof-checking \u002F human element to their algorithm, where Search Quality Raters manually conduct real searches to evaluate sites that rank in the top positions for random subsets of queries using Google’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstatic.googleusercontent.com\u002Fmedia\u002Fwww.google.com\u002Fen\u002F\u002Finsidesearch\u002Fhowsearchworks\u002Fassets\u002Fsearchqualityevaluatorguidelines.pdf\">Search Quality Guidelines\u003C\u002Fa> for reference. While Search Quality Raters do not impact the ranking sites for the searches they conducted directly, they provide feedback that may be used to fine-tune Google’s search algorithms later down the line, thus impacting the examined sites indirectly.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"were-overcomplicating-search\">We’re overcomplicating search\u003C\u002Fh2>\n\n\n\n\u003Cp>Gary alludes to the idea that SEOs tend to overcomplicate search two times throughout his AMA.\u003C\u002Fp>\n\n\n\n\u003Cp>The first is during the discussion I outlined above, where \u003Cstrong>\u002Fu\u002FDarth_Autocrat\u003C\u002Fstrong> was discussing the prevalence of engagement metrics in the ranking algorithm. To summarise his thoughts,Gary simply responded with “\u003Cem>search is much more simple than people think\u003C\u002Fem>”.\u003C\u002Fp>\n\n\n\n\u003Cp>The second time is when Gary is asked by \u003Cstrong>\u002Fu\u002Fseo4lyf\u003C\u002Fstrong> on his opinion on the future of SEO and whether links will continue to play an important role. He ignores the latter and advises SEOs to go “\u003Cem>back to the basics, i.e. MAKE THAT DAMN SITE CRAWLABLE\u003C\u002Fem>”.\u003C\u002Fp>\n\n\n\n\u003Cp>However brief Gary can be, it’s these tidbits that I particularly enjoyed from his AMA. I find his tendency to be short and need to explain matters in a simplified form to be rooted in the idea of not overcomplicating web search for the sake of it. As Andrey Lipattsev so concisely put it, SEO can be distilled down to content and links. In an age where AI and machine learning is only growing – as are conspiracies in broader search ranking factors (behavioural metrics being a part of this) – I think it’s easy to get blindsided and start conspiring about other factors at bay. However, as a purist, it’s reassuring to hear that the fundamentals still hold considerable weight.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"search-beyond-the-blue-links\">Search beyond the blue links\u003C\u002Fh2>\n\n\n\n\u003Cp>As SEOs, we tend to get fixated on web search. That is the “All” tab on the traditional SERP where the standard blue links are listed. However, during Gary’s AMA, he mentions how Google Images and Video is something we often overlook.\u003C\u002Fp>\n\n\n\n\u003Cp>When being asked whether there’s anything that most SEOs tend to overlook\u002Fnot pay attention to Gary replied;\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>“Google Images and Video search is often overlooked, but they have massive potential.”\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Again, this medium of search is nothing new, but it’s intriguing to see nothing more “modern” being advised here in its place, like voice search as an example. Instead, it’s this “back to basics” mentality that Gary employs throughout his AMA.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"use-of-directories-and-their-impact-on-search\">Use of directories and their impact on search\u003C\u002Fh2>\n\n\n\n\u003Cp>At Impression, we’re big fans of hierarchical site structures, be that through virtual URL structures, considered internal linking or both. Gary subtly touches upon this during his AMA, mentioning exactly how Google uses sub-folders in search.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>They’re more like crawling patterns in most cases, but they can become their own site “chunk”. Like, if you have a hosting platform that has url structures example.com\u002Fusername\u002Fblog, then we’d eventually chunk this site into lot’s of mini sites that live under example.com.\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>Of course, this is a very logical and ultimately, an unsurprising approach for Google to undertake. I often see SEOs further capitalising on this by similarly segmenting their \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">XML sitemap\u003C\u002Fa> index and utilising several child sitemaps governed by their sub-folder structure.\u003C\u002Fp>\n\n\n\n\u003Cp>What is insightful though is how the original question was weighted more towards content and whether folder-level signals impact this, presumably hinting towards an increased topic authority by incorporating this approach.\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>Do you have any folder level signals around content, or are the folders used potentially more for crawling\u002Fpatterns?\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>As you can see from his answer above, Gary largely ignores this and concentrates more on crawler patterns. This alludes to the flip-side of site hierarchy, i.e. information architecture and how content links together, regardless of URL naming conventions. While these two concepts often get confused, internal linking is the more suited to communicating topic authority as it’s directly involved with PageRank.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"rounding-up-the-ama\">Rounding up the AMA\u003C\u002Fh2>\n\n\n\n\u003Cp>This is only a snapshot of Gary Illyes’ AMA but covers the points I found most interesting. While Search Engine Land also covered \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fhow-google-will-shift-resources-to-media-search-and-other-tidbits-from-gary-illyes-ama-on-reddit-311926\">their key takeaways\u003C\u002Fa>, it’s worth delving into the thread yourself to understand absolutely everything that’s discussed. These types of insights don’t come around all that often, so it’s well worth your time to read.\u003C\u002Fp>\n\n\n\n\u003Cp>What were your key takeaways? Do you have any thoughts on the takeaways I shared above? Let me know via \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FPetejov\">Twitter\u003C\u002Fa> where we can continue the conversation.\u003C\u002Fp>\n",{"rendered":146,"protected":198},8008,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1070,"inline_featured_image":198,"footnotes":5},"Gary Illyes, Webmaster Trends Analyst at Google, conducted an AMA on Reddit on 7th Feb 2019. Here, Pete Jovetic unpacks the key takeaways from the 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years of testing, Google finally began rolling out their mobile-first index last month on Monday 26th March 2018. With that in mind, I deemed it necessary to update this blog post that I originally published back in September 2017. This update better explains what the mobile-first index involves while still providing plenty of actionable insight into how to adapt your SEO workflow to suit it. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>For many, it’s our desktops that facilitate much of the SEO work we conduct – not our mobile phones. All of our apps and software are downloaded there, and no doubt all the web applications we use are neatly bookmarked within our desktop browsers to provide their easy access. At Impression, we can work with you to develop a comprehensive SEO strategy. Learn more about our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">mobile SEO services\u003C\u002Fa> and discover how our team can help.\u003C\u002Fp>\n\n\n\n\u003Cp>I’m sure we all have similar daily routines, too. Again, these will still be largely desktop-based. We pour ourselves a cup of coffee every morning, check our emails and monitor clients’ performances, all before carrying on with our prescribed SEO strategies and all before the comfort of our keyboards and monitors.\u003C\u002Fp>\n\n\n\n\u003Cp>The notion of swapping all these factors out with a mobile phone is indeed bizarre, but this is the realisation of mobile-first indexation; it won’t change our methodology, per se, it will just change what we look at and how we look at it.\u003C\u002Fp>\n\n\n\n\u003Cp>This blog post unpacks things we need to continue looking at as SEOs but adapted to suit a workflow in a mobile-first world. Technical SEO, on-site optimisation, content creation and promotion will always be constructs of our core methodology in some capacity, but starting from now, we need to start analysing these factors through the viewport of a mobile phone first, not a desktop.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-mobile-first-indexing\">What is mobile-first indexing?\u003C\u002Fh2>\n\n\n\n\u003Cp>Before March 2018, Google’s search listings were made up of the crawling and indexing of desktop-based content. That is, regular Googlebot (Desktop) crawling your web pages and sending URLs to Google’s index engine (Caffeine) for rendering and interpretation. Interpreting a web page for rank is based on several different components from the content’s information and layout, to your site’s canonicalisation setup and indeed, its PageRank (a calculation still used by Google, though not publically shared as it once was).\u003C\u002Fp>\n\n\n\n\u003Cp>The idea of mobile-first indexation flips this on its head. Here’s how.\u003C\u002Fp>\n\n\n\n\u003Cp>Starting from March 2018, Google will increasingly use Googlebot (Smartphone) to crawl new and old web pages before sending the URLs to a mobile-first focused Caffeine. The principles of crawling and indexing, therefore, will largely stay the same, but the emphasis on your mobile serving will take precedence over your organic visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>This means that starting from now, your site’s ranking potential will be solely determined by the quality of your mobile SEO, not your desktop SEO.\u003C\u002Fp>\n\n\n\n\u003Cp>The mobile-first index was \u003Ca href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2018\u002F03\u002Frolling-out-mobile-first-indexing.html\" target=\"_blank\" rel=\"noopener\">officially launched by Google\u003C\u002Fa> in March 2018. Though there is still some weighting towards desktop-first indexing, eventually, this will all be governed by the mobile web. Starting from last month, sites that Google is migrating to its mobile-first index will be notified through Search Console via the following notification:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"625\" height=\"292\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FqlWoDm8o-search-console-notification-for-mobile-first-indexing.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3321\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The introduction of the mobile-first index is the next logical step from Google in its pledge at making the web more mobile-friendly.\u003C\u002Fp>\n\n\n\n\u003Cp>Above all, it’s a direct response to our general uptake of mobile devices. This has been well documented around the web for a while now, with \u003Ca href=\"https:\u002F\u002Fsearchengineland.com\u002Fits-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369\" target=\"_blank\" rel=\"noopener\">mobile search first exceeding desktop search\u003C\u002Fa> in May 2015 and \u003Ca href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2016\u002Fnov\u002F02\u002Fmobile-web-browsing-desktop-smartphones-tablets\" target=\"_blank\" rel=\"noopener\">general web browsing on mobile increasing over desktop\u003C\u002Fa> after that in November 2016.\u003C\u002Fp>\n\n\n\n\u003Cp>The inapt and ridiculously coined “Mobilegeddon” back in early-2016 can even be considered a precursor to the mobile-first index. Remember that? When \u003Ca href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2016\u002F03\u002Fcontinuing-to-make-web-more-mobile.html\" target=\"_blank\" rel=\"noopener\">Google announced an algorithm change\u003C\u002Fa> that was set to favour mobile-friendly sites? Of course, the reality was that nothing actually happened, immediately anyway. While it was a lot of commotion initially, the effects were much clearer as the algorithm developed months later.\u003C\u002Fp>\n\n\n\n\u003Cp>So, with Google’s mobile-first index now in full swing, how can we adapt our SEO workflow to accommodate this? I’ve collected a few tips below to help you get started.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"start-by-understanding-the-mobile-configurations-that-google-accepts\">Start by understanding the mobile configurations that Google accepts\u003C\u002Fh2>\n\n\n\n\u003Cp>To accompany the launch of their mobile-first index, Google has also recently published their mobile-first \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fmobile-sites\u002Fmobile-first-indexing\" target=\"_blank\" rel=\"noopener\">best practice guidelines\u003C\u002Fa>. Understanding the ins and outs of these guidelines serve as a great introduction to the world of mobile-first indexing and I recommend that all SEOs and digital marketers alike get their heads around this documentation first before going any further.\u003C\u002Fp>\n\n\n\n\u003Cp>In summary, Google acknowledges five mobile website configurations. These are:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"responsive-websites\">Responsive websites\u003C\u002Fh3>\n\n\n\n\u003Cp>Responsive websites serve the same HTML on all requested URLs, regardless of the device you’re using. The content and layout simply renders and “responds” differently depending on your selected screen size and uses breakpoints to snap to a mobile or desktop viewport.\u003C\u002Fp>\n\n\n\n\u003Cp>This is Google’s recommended configuration, and so it should be your preference when choosing a mobile design.\u003C\u002Fp>\n\n\n\n\u003Cp>You’re dealing with one piece of HTML code so no duplication of content will occur. This also makes content and website management easier as there is no sitewide canonicalisation to work with. Opting for a responsive design, therefore, will arguably make your site most eligible for mobile-first indexing as there will be no change when it comes to its interpretation (well, no change as such, but more on this later…). Afterall, the mobile version of your site is the same as your desktop version.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"dynamic-serving\">Dynamic serving\u003C\u002Fh3>\n\n\n\n\u003Cp>Dynamic serving websites render different HTML and CSS documents depending on the device you’re using. Though URLs stay consistent, like those on responsive websites, mobile content is “hidden” when users and user-agents access your site via desktop and vice versa. To initiate the correct user-agent to crawl your website, whether that’s Googlebot (Desktop) or Googlebot (Smartphone), your server needs to use the Vary HTTP header to signal your site changes and request that the correct user-agent crawls your site.\u003C\u002Fp>\n\n\n\n\u003Cp>Though content is still being served via the same URL, as of March 2018, Google will start preferring your mobile serving for indexing under this configuration. You can find more information on dynamic serving websites \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fmobile-sites\u002Fmobile-seo\u002Fdynamic-serving\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa> and their best practice guidelines for mobile-first indexing \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fmobile-sites\u002Fmobile-first-indexing#best-practices\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"separate-parallel-urls\">Separate\u002Fparallel URLs\u003C\u002Fh3>\n\n\n\n\u003Cp>With separate\u002Fparallel URLs, your website will serve “mobile” counterparts via a different URL, typically using an “m.” subdomain.\u003C\u002Fp>\n\n\n\n\u003Cp>Like dynamic serving websites, this approach is becoming increasingly outdated as it presents a whole host of additional site management considerations. However, depending on your resource, it may still be a configuration you have to work with. Take Topman, for example, whose mobile site still uses this design, regardless of their dominance on the UK fashion market: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fm.topman.com\u002F\">https:\u002F\u002Fm.topman.com\u002F\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Moving forward, Google will prefer your mobile URLs when it comes to mobile-first indexing. However, it’ll be interesting to see how this configuration fairs in a mobile-first SEO world, especially when you consider the turbulence it’ll cause to canonicalisation and the distribution of PageRank.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"accelerated-mobile-pages-amp\">Accelerated Mobile Pages (AMP)\u003C\u002Fh3>\n\n\n\n\u003Cp>Accelerated Mobile Pages, otherwise known as AMP, is an open source initiative launched by Google in February 2016. It serves to help make the mobile ecosystem better for site owners and users alike, namely through a noticeably increased page speed. Using \u003Ca href=\"https:\u002F\u002Fgithub.com\u002Fampproject\u002Famphtml\" target=\"_blank\" rel=\"noopener\">AMP libraries and frameworks\u003C\u002Fa>, site owners are given a quick and optimised solution to deliver their content in a mobile-friendly manner.\u003C\u002Fp>\n\n\n\n\u003Cp>This project was immediately adopted by news outlets and other publishers but has also been seen some uptake from \u003Ca href=\"https:\u002F\u002Fwww.ebayinc.com\u002Fstories\u002Fblogs\u002Ftech\u002Fbrowse-ebay-with-style-and-speed\u002F\" target=\"_blank\" rel=\"noopener\">e-commerce businesses\u003C\u002Fa> also.\u003C\u002Fp>\n\n\n\n\u003Cp>Content via AMP delivery uses a similar configuration to parallel URLs, where your mobile serving is available through counterpart URLs, for example, those found under an \u002Famp\u002F sub-directory. The same best practice guidelines therefore apply.\u003C\u002Fp>\n\n\n\n\u003Cp>If you rely on AMP HTML as the mobile-serving of your site, Google will opt for this when mobile-first indexing. However, if you use a combination of AMP and non-AMP when marketing to your mobile users, Google will prefer the latter.\u003C\u002Fp>\n\n\n\n\u003Cp>Similar questions to parallel URLs may indeed apply here; how will mobile-first indexing affect sites using AMP? Especially when there isn’t a non-AMP alternative available and you consider the AMP version of your site to be the mobile canonical. After all, this initiative is all about presenting a lightweight version of your content to mobile devices, with arguably many internal links and other SEO considerations removed.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"desktop-only\">Desktop only\u003C\u002Fh3>\n\n\n\n\u003Cp>Desktop only websites mean you do not have a configuration ready for mobile browsing. The content available on desktop is therefore served to your mobile users as well.\u003C\u002Fp>\n\n\n\n\u003Cp>Google’s acknowledging “desktop only” websites for mobile-first indexing is somewhat of a misnomer as this configuration is intrinsically not suitable for mobile. Going ahead with this configuration will undoubtedly harm and diminish your organic visibility if it hasn’t done so already, as you’re not providing users with a mobile-optimised experience. This is a notion that directly contradicts their best guidelines in general, not just those for mobile-first indexing.\u003C\u002Fp>\n\n\n\n\u003Cp>Google will still “accept” this site configuration for mobile-first indexing but in no way is it ideal. If by 2018, you’re \u003Cem>still\u003C\u002Fem> not mobile-friendly then you seriously need to consider launching a new website that’s better suited for mobile usability.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re unsure whether your site is mobile-friendly, I recommend using Google’s \u003Ca href=\"https:\u002F\u002Fsearch.google.com\u002Ftest\u002Fmobile-friendly\" target=\"_blank\" rel=\"noopener\">mobile-friendly tester\u003C\u002Fa> or running a report via their \u003Ca href=\"https:\u002F\u002Fchrome.google.com\u002Fwebstore\u002Fdetail\u002Flighthouse\u002Fblipmdconlkpinefehnmjammfjpmpbjk?hl=en\" target=\"_blank\" rel=\"noopener\">Lighthouse Chrome extension\u003C\u002Fa> for wider mobile auditing.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"using-chromes-device-toolbar-to-emulate-a-smartphone\">Using Chrome’s Device Toolbar to emulate a Smartphone\u003C\u002Fh2>\n\n\n\n\u003Cp>Many SEOs, including \u003Ca href=\"http:\u002F\u002Fipullrank.com\u002F6-things-you-should-know-about-in-chrome-devtools\u002F\" target=\"_blank\" rel=\"noopener\">Mike King,\u003C\u002Fa> have started acknowledging the power of Chrome’s “Inspect” feature for technical SEO benefit due to its serving of rendered HTML. And as the mobile-first index begins to roll out properly, I believe its use will become ever more popular and prevalent in our industry.\u003C\u002Fp>\n\n\n\n\u003Cp>As a starting point, we need to start viewing web pages through the viewport of a mobile phone, not a desktop.\u003C\u002Fp>\n\n\n\n\u003Cp>To do this via Chrome, first access the “Inspect” panel by right-clicking anywhere on a web page. Once the panel opens, find the device toolbar icon situated nearer the top-left of the UI. I’ve highlighted this in my screenshot below:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1916\" height=\"1050\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2z5zsWUx-toggling-devices-through-chrome-inspect.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3322\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>From there, you’re able to toggle through several iOS and Android devices (also highlighted in the above screenshot).\u003C\u002Fp>\n\n\n\n\u003Cp>It’s a good idea to “pin” this tab to your browser window for instant access. That way, you’ll always be prepared for the mobile-first approach as you’re analysing your web content.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"alternatively-use-browserstack\">Alternatively, use BrowserStack\u003C\u002Fh2>\n\n\n\n\u003Cp>Granted, Chrome’s Device Toggler does an excellent job of interpreting a mobile view but remember; it is only an emulator. For more precise mobile browsing from your desktop, we recommend using tools like \u003Ca href=\"https:\u002F\u002Fwww.browserstack.com\u002F\" target=\"_blank\" rel=\"noopener\">BrowserStack\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>While it is a paid platform, it’s flexibility between changing mobile devices and even mobile browsers is unparalleled. You’re testing from real devices too, which are being physically streamed to the web app from device factories and virtual machines – clever, eh?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"view-your-website-through-the-eyes-of-googlebot-smartphone\">View your website through the eyes of Googlebot (Smartphone)\u003C\u002Fh2>\n\n\n\n\u003Cp>Though still relatively new compared to other functionality within Search Console, “Fetch as Google” has quickly become one of the more widely adopted tools on the platform, especially for requesting indexing of newly launched pages on your site. \u003Cem>(Please note, at the time of writing, this feature is only available on the old version of Search Console and is yet to be ported over to the new Search Console.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>The process of viewing your mobile web pages as Google is mostly similar to before on Search Console, you just need to ensure that you’ve selected “Mobile: Smartphone” before fetching and rendering your URLs. This will allow for the Googlebot (Smartphone) user-agent to crawl your pages.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1108\" height=\"81\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FVlwdYTTo-fetch-as-google-smartphone.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3323\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Here you’ll be presented with how Google and users “see” your mobile content via two simple screenshots. It’s important to note here that you’re not viewing your content as Google (Smartphone) as this isn’t where rendering occurs, mobile or otherwise. Instead, this function uses Google’s web rendering service (WRS) that is based on Chrome 41, a feature that is executed only by Google’s indexer, Caffeine. The “Fetch and Render” feature is, therefore, a combination of both the mobile crawler and indexer at work.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"if-you-havent-got-search-console-access-fetch-and-render-via-screaming-frog-instead\">If you haven’t got Search Console access, “Fetch and Render” via Screaming Frog instead\u003C\u002Fh3>\n\n\n\n\u003Cp>If you haven’t got access to a Search Console profile to action the above, you can achieve similar results via Screaming Frog. However, there are a few more steps involved \u003Cem>(see below, correct as of v9.2)\u003C\u002Fem>.\u003C\u002Fp>\n\n\n\n\u003Cp>Firstly, you want to change Screaming Frog’s crawler to Googlebot (Smartphone). To do this, navigate to \u003Cstrong>Configuration\u003C\u002Fstrong> \u003Cstrong>> User Agent\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Once clicked, the “User-Agent Configuration” window will open. From there, select “GoogleBot for smartphones (post April 18th 2016)” as highlighted in the screenshot below and click “okay”.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"564\" height=\"313\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FAdrWw7NN-user-agent-configuration-screaming-frog.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3324\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>For further testing, you may also want to consider the three other mobile-focused user-agents, i.e. Googlebot for smartphones (pre April 18th 2016), Googlebot-Mobile for feature phone devices 1 and Googlebot-Mobile for feature phone devices 2\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>The next step is to enable Javascript rendering so Googlebot (Smartphone) can fetch and render your web pages. To do this, access \u003Cstrong>Configuration > Spider.\u003C\u002Fstrong> Once the “Spider Configuration” window opens, select “Rendering” from the third tab along.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"611\" height=\"603\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FfXpQnhfe-spider-configuration-screaming-frog.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3325\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Once you’ve selected the “Rendering” tab, select “JavaScript” rendering and “Googlebot Mobile: Smartphone” window size from both drop-down menus accordingly. Once you’ve clicked “okay”, you’re all set to fetch and render as Google – and it’s business as usual from there. (Please note, this service from Screaming Frog also uses Google’s WRS but \u003Ca href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fcrawl-javascript-seo\u002F\" target=\"_blank\" rel=\"noopener\">it’s based on Chrome 60\u003C\u002Fa> rather than Chrome 41 which is what Caffeine uses when rendering content.)\u003C\u002Fp>\n\n\n\n\u003Cp>Set Screaming Frog to crawl your site and wait for the data to populate in the UI. However, expect this to take much longer than usual with JavaScript rendering enabled. To view the rendered pages, select a URL and access “Rendering” using the bottom panel of the UI.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1223\" height=\"349\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fa2aElJYf-rendering-via-screaming-frog.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3326\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>By viewing your mobile content as Google, you’re able to analyse what that the search engine sees when interpreting your website for rank. This means you’ll be able to take actions accordingly depending on how a page is rendered. For instance, if some elements of your core content are being hidden by JavaScript, you’ll be able to work with your developers to ensure that content is made visible upon page load.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"get-into-the-habit-of-auditing-with-googlebot-smartphone\">Get into the habit of auditing with Googlebot (Smartphone)\u003C\u002Fh2>\n\n\n\n\u003Cp>We touched upon changing Screaming Frog’s crawler to Googlebot (Smartphone) above. This mentality now needs to be used regardless of the site crawler and auditor you use.\u003C\u002Fp>\n\n\n\n\u003Cp>Most major site crawlers like \u003Ca href=\"https:\u002F\u002Fwww.deepcrawl.com\u002F\" target=\"_blank\" rel=\"noopener\">DeepCrawl\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.ryte.com\u002F\">Ryte\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.botify.com\u002F\">Botify\u003C\u002Fa> all support user-agent adjustments, so you need to make sure you opt to audit with Googlebot (Smartphone) where needed. If your mobile site opts for a responsive design, don’t expect to see much difference between your reports. It’ll be where you use an alternative mobile configuration where you’ll need to keep more of a keen eye.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1165\" height=\"257\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FBufYRCZy-changing-user-agents-with-Deep-Crawl.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3327\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Actioning Googlebot (Smartphone) to crawl your site via DeepCrawl can be set \u003C\u002Fem>under\u003Cem> “Advanced Setting” when setting up a crawl\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"start-auditing-with-a-mobile-first-mentality\">Start auditing with a mobile-first mentality\u003C\u002Fh2>\n\n\n\n\u003Cp>Once you get into the habit of auditing with Googlebot (Smartphone), it’s then a case of extracting insight using a mobile-first mindset. At the forefront of your mind, you need to be asking yourself, “\u003Cem>How will this content fair under Google’s mobile-first index?\u003C\u002Fem>”.\u003C\u002Fp>\n\n\n\n\u003Cp>What you’re looking for are variances between your desktop site and your mobile site. Here are some considerations to help you get started when auditing for mobile-first;\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"are-your-bi-directional-and-index-signals-correct\">Are your bi-directional and index signals correct?\u003C\u002Fh3>\n\n\n\n\u003Cp>Like with any website, mobile or otherwise, you need to ensure your key landing pages are indexable and in a mobile-first world, this goes well beyond the use of noindex meta robot tags.\u003C\u002Fp>\n\n\n\n\u003Cp>For separate URL configurations, in particular, you need to ensure your bi-directional signals are set up correctly. That is, your desktop URLs stating their mobile counterparts via rel=alternate tags and your mobile URLs then reciprocating these with canonical tags pointing back.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"does-your-xml-sitemap-contain-all-your-indexable-mobile-urls\">Does your XML Sitemap contain all your indexable Mobile URLs?\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the first ports of call in any technical SEO audit is assessing the quality of your site’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">XML sitemap\u003C\u002Fa>. Namely, you’re looking for all indexable URLs to be included and for all non-indexable URLs to be removed. This stays true in a mobile-first world, especially when dealing with separate URL configurations. Make sure your mobile URLs take priority and if required, list these out in a separate file under an over-arching XML sitemap index. This way, you have more visibility of potential discrepancies present in your mobile site’s index status.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"does-your-mobile-site-have-the-same-robots-txt-directives\">Does your mobile site have the same robots.txt directives?\u003C\u002Fh3>\n\n\n\n\u003Cp>Again this is mostly applicable to mobile sites using the parallel URL configuration. Since you’ll be using an “m.” subdomain, you need to ensure your robots.txt file is uploaded here also. \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Freference\u002Frobots_txt\" target=\"_blank\" rel=\"noopener\">Google states\u003C\u002Fa> that a robots.txt file that has been uploaded to your root domain isn’t necessarily valid for your subdomain as well. So, for improved crawler control, ensure a robots.txt file is retrievable via all variants of your domain.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-is-your-metadata-optimised-for-mobile\">How is your metadata optimised for mobile?\u003C\u002Fh3>\n\n\n\n\u003Cp>Title tags and meta descriptions can still be considered the MVP when dealing with search engine optimisation. It follows, therefore, that your mobile site needs to contain the same level of metadata optimisation as your desktop site. Again, this will be a given when working with responsive designs and more of a consideration when dealing with dynamic or separate URL configurations. Above all, it’s simply a case of making each tag equivalent for all device variants.\u003C\u002Fp>\n\n\n\n\u003Cp>Upon creating new pages, you’ll also need to start optimising your metadata for mobile SERPs, not just the desktop SERPs, as nuances within character and pixel limits can present themselves. I recommend using an advanced snippet optimiser for this, like \u003Ca href=\"https:\u002F\u002Fen.ryte.com\u002Ffree-tools\u002Fsnippet-optimizer\u002F\" target=\"_blank\" rel=\"noopener\">this one from Ryte\u003C\u002Fa> or via Screaming Frog’s “SERP Snippet” feature.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1323\" height=\"314\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fr3yyIqbq-serp-snippet-visualiser-screaming-frog.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3328\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-does-your-content-differ-on-mobile-is-any-content-hidden\">How does your content differ on mobile? Is any content hidden?\u003C\u002Fh3>\n\n\n\n\u003Cp>Similar to your metadata, you need to ensure your content is near enough equivalent on mobile as it is for desktop. Hidden content provides roadblocks for search engines, especially when a user action is triggering it and especially when JavaScript is involved. Google has stated they expect some degree of hidden content as this is largely unavoidable when working with smaller viewports. However, test where you can and ensure your most valued content is visible on mobile.\u003C\u002Fp>\n\n\n\n\u003Cp>Try rendering your content as Google as much as you can, using the steps I outlined above, to find any discrepancies between your mobile and desktop counterparts.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-do-your-internal-links-differ-on-mobile-are-any-contextual-links-removed\">How do your internal links differ on mobile? Are any contextual links removed?\u003C\u002Fh3>\n\n\n\n\u003Cp>When we talk about hidden content for mobile, we’re often referring to the text, images, videos or any other rich media that’s hidden from your landing pages upon page load. But what about internal links? These are arguably just as important as they directly relate to PageRank.\u003C\u002Fp>\n\n\n\n\u003Cp>Again, the main issues to look out for are discrepancies between the internal links for your desktop and mobile sites, especially those that are contextual and historically popular with your audience. Both \u003Ca href=\"https:\u002F\u002Fsitebulb.com\u002Fproduct\u002Fcrawl-maps\u002F\" target=\"_blank\" rel=\"noopener\">Sitebulb\u003C\u002Fa> and DeepCrawl provide great tools for visualising your internal linking structure so I would recommend utilising these so you can properly compare how your internal links differ across devices.\u003C\u002Fp>\n\n\n\n\u003Cp>By no means is this list exhaustive as I haven’t even discussed hreflang considerations or those related to \u003Cstrong>structured data\u003C\u002Fstrong>. Auditing for mobile-first is indeed its own beast and a topic that merits its own post. However, to help guide you further, I’ve curated some useful resources below that provide more insight into mobile-focused SEO audits;\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Ca href=\"\u002Fblog\u002Fbrighton-seo-barry-adams-technical-seo-mobile-first-indexing-era\u002F\" target=\"_blank\" rel=\"noopener\">Technical SEO in the Mobile First Indexing Era\u003C\u002Fa> \u003Cem>(Barry Adams \u002F BrightonSEO 2018)\u003C\u002Fem>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.botify.com\u002Fwebinars\u002Fwebinar-conquer-the-mobile-first-index\u002F\" target=\"_blank\" rel=\"noopener\">Conquer the Mobile-First Index\u003C\u002Fa> \u003Cem>(Botify)\u003C\u002Fem>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca href=\"http:\u002F\u002Fwww.stateofdigital.com\u002Fmobile-seo-audit\u002F\" target=\"_blank\" rel=\"noopener\">How To Do A Mobile SEO Audit: The Step By Step Guide\u003C\u002Fa> \u003Cem>(Aleyda Solis \u002F State of Digital)\u003C\u002Fem>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fwww.deepcrawl.com\u002Fwp-content\u002Fuploads\u002F2018\u002F03\u002Fdeepcrawl-ultimate-guide-to-google-mobile-first-index.pdf\" target=\"_blank\" rel=\"noopener\">DeepCrawl’s Ultimate Guide To Google’s Mobile-First Index\u003C\u002Fa> \u003Cem>(DeepCrawl)\u003C\u002Fem>\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>(If you know of any additional resources that I should add to this list, \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FPetejov\" target=\"_blank\" rel=\"noopener\">feel free to forward these onto me\u003C\u002Fa>)\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"start-monitoring-smartphone-keywords\">Start monitoring smartphone keywords\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s questionable as to whether SEOs monitor their smartphone keyword rankings in addition to their desktop keyword rankings. I’m inclined to believe that it hasn’t been entirely adopted, but with the mobile-first index now officially rolled out, it certainly needs to be.\u003C\u002Fp>\n\n\n\n\u003Cp>Comparing your smartphone rankings to your desktop rankings is great insight into how Google perceives your content on both devices. The more insight you can retrieve from your mobile positioning, the better off you’ll be when mobile-first is enabled for your site. This is because, as we know, the mobile-first index will soon be the single index used by Google (see “Will Google have different indexes for mobile and desktop?” heading \u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Ffaq-google-mobile-first-index-262751\" target=\"_blank\" rel=\"noopener\">on this article\u003C\u002Fa> by Barry Schwartz).\u003C\u002Fp>\n\n\n\n\u003Cp>Smartphone rankings are now supported by most keyword ranking providers, including STAT and AWR, but at the very least, you can monitor these via the new Search Console.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1110\" height=\"667\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FniZO8786-smartphone-rankings-on-stat.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3329\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Above: STAT is Impression’s software of choice when it comes to keyword monitoring\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"start-reporting-on-kpis-by-device\">Start reporting on KPIs by device\u003C\u002Fh2>\n\n\n\n\u003Cp>You’ll also need to start examining your performance by device through Google Analytics if you don’t already. Irrespective of the move to the mobile-first index, this is still invaluable insight to see how your audience behaves cross-platform and how they utilise smartphones as part of their customer journeys.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"215\" height=\"414\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F5ahGdNpc-mobile-engagement-google-analytics.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3330\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Viewing mobile engagement through Google Analytics is a simple task and can be achieved through several approaches.At the bare minimum, heading to \u003Cstrong>Audience > Mobile > Overview\u003C\u002Fstrong> will allow you to see how your traffic engagement compares over desktop, tablet and mobile for any period given.\u003C\u002Fp>\n\n\n\n\u003Cp>You can then select the checkboxes next to each device and click “Plot Rows” to see these plotted over-time against your total traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the simplest approach to viewing organic mobile traffic is by creating your own custom segment via Google Analytics.\u003C\u002Fp>\n\n\n\n\u003Cp>To do this, start by making a copy of the “Mobile Traffic” custom segment that should exist by default.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1431\" height=\"116\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FT9csM12d-mobile-traffic-custom-segment.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3331\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>All you need to do from there is give your custom segment a name, i.e. “Organic Mobile Traffic”, and create a new filter under “Conditions” that exactly matches the medium “organic”. After clicking “Save”, organic mobile traffic engagement will then be displayed across the entirety of Google Analytics properties. By adding other custom segments, like those from Desktop and Tablet, you can then analyse how organic mobile traffic compares to other marketing channels and devices of yours.\u003C\u002Fp>\n\n\n\n\u003Cp>Your organic mobile traffic isn’t indicative of how your overall organic traffic will perform with mobile-first indexing, but the exercise is still important when adapting our SEO workflows more towards a cross-device and modern browsing mentality.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"summary\">Summary\u003C\u002Fh2>\n\n\n\n\u003Cp>There can be no doubt that the recently launched mobile-first index will cause a significant paradigm shift in the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> industry and organic marketing in general. However, this is largely for the better. As we know, SEO is an ever-evolving discipline and we need to be constantly adapting our workflows to mirror how our audiences are behaving. This is not only applicable to mobile but also to any other new technologies that are thrown at us.\u003C\u002Fp>\n\n\n\n\u003Cp>I’ve mentioned a handful of approaches here. If you have any more ideas, feel free to let me know in the comments below or by tweeting me \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FPetejov\" target=\"_blank\" rel=\"noopener\">@petejov\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":157,"protected":198},8112,{"_yoast_wpseo_focuskw":1261,"_yoast_wpseo_title":1262,"_yoast_wpseo_metadesc":1263,"inline_featured_image":198,"footnotes":5},"Mobile-First Index","A Guide to Google's Mobile-First Index - Impression","Google's Mobile-First Index launched in March 2018. Pete discusses exactly what the mobile-first update entails and how SEOs can better align their daily workflows to suit it. 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