[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002Fpage\u002F5":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":174,"head_links":176,"breadcrumbs":162,"posts":180,"pages":157,"head":1396},"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":158},"\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":157},[101,114,124,133,142,150],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","Aren’t broken links, 404s, and crawl errors all basically the same?","\u003Cp>Back in August 2017, Moz’s Dr Pete published the Whiteboard Friday, “Aren’t 301s, 302s, and Canonicals All Basically the Same?”. Though it didn’t explore anything new as a concept within SEO, it did justifiably resurface an age-old SEO misconception that’s important to get right. To reinforce Dr Pete’s argument, the short answer is no, 301 […]\u003C\u002Fp>\n","\u002Fblog\u002Farent-broken-links-404s-crawl-errors-basically\u002F","2025-01-23T12:30:32",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FoLmgbCUe-050720211625522088_are-broken-links-crawl-errors-and-404s-the-same.png?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":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"Using Pagination and JavaScript for an SEO-friendly Infinite Scroll Solution","\u003Cp>Every now and then, an eCommerce client seeks out Impression’s technical SEO services for help with a more unusual issue, something that goes beyond the remit of standard SEO auditing. Not only does this contribute to the “no-two-days-are-the-same” agency ethos, it also allows for more interesting topics to be shared on our blog. Sharing is […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-friendly-infinite-scroll\u002F","2026-09-09T15:34:34",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fmg04CFGw-050720211625523800_infinite-scroll.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":119,"image":129,"authors":130,"category":132},"SearchLeeds: From SMEs to billion dollar companies – how link building can work for everyone","\u003Cp>Keynote by Paddy Moogan, Co-Founder at Aira Paddy’s talk was something I was particularly looking forward to as I often consider the challenge of link building for SMEs greater than that for billion dollar companies. Whether I’m right or wrong, it’s undeniable that the relative lack of brand awareness for SMEs never works in their […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearchleeds-smes-billion-dollar-companies-link-building-can-work-everyone\u002F","2022-02-07T16:48:37","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FPxUTMTgw-050720211625523804_search-leeds-2017.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":134,"excerpt":135,"to":136,"postedAt":128,"readingTime":137,"image":138,"authors":139,"category":141},"SearchLeeds: Links as a metric in 2017, are they still relevant and how do we ensure value?","\u003Cp>Keynote by Paul Maddon, Co-Founder at Kerboo Paul’s probably one of the more authoritative speakers on the topic of link building with the past fifteen years of his career revolving solely around the backlink. He started his talk stating that he’s probably built somewhere in the region of 8 billion links and has extensive experience […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearchleeds-links-metric-2017-paul-madden\u002F",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FbhVladHQ-050720211625523806_search-leeds-2017.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[140],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":143,"excerpt":144,"to":145,"postedAt":146,"readingTime":137,"image":5,"authors":147,"category":149},"BrightonSEO: Sean Butcher – So You Think You Know Canonical Tags?","\u003Cp>Sean Butcher is Head of SEO at BlueArray. As part of the afternoon session of Crawl & Indexation at BrightonSEO, Sean Butcher continues the session by focusing on canonical tags with his talk, “So You Think You Know Canonical Tags?”. To kick things off, Sean starts by defining the the canonical tag and its benefit for […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrighton-seo-sean-butcher\u002F","2022-02-07T16:48:39",[148],{"name":4,"image":111},{"to":113,"name":18},{"type_key":102,"title":151,"excerpt":152,"to":153,"postedAt":146,"readingTime":137,"image":5,"authors":154,"category":156},"BrightonSEO: Marcus Tober – Why SEO and Content Marketing must always be data-driven","\u003Cp>“Nowadays, if you create content as an SEO or content marketer, it needs to be data-driven” That’s the statement Marcus Tober used when he kicked off his talking at during April 2017’s BrightonSEO.  He demanded that, above everything, content needs to explore user intent as well as seek out online success and new possibilities for […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-marcus-tober\u002F",[155],{"name":4,"image":111},{"to":113,"name":18},"7",{"type":159,"style":160,"title":161,"heading":4,"intro":10,"services":12,"breadcrumbs":162,"photo":56,"social":174},"author","dark","Meet the Team",[163,166,169,172],{"path":164,"name":165},"\u002F","Home",{"path":167,"name":168},"\u002Fabout\u002F","About Us",{"path":170,"name":171},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":173,"name":4},null,{"twitter":5,"linkedin":175},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F",[177],{"rel":178,"href":179},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[181,501,689,880,1064,1234],{"id":182,"date":183,"date_gmt":183,"guid":184,"modified":106,"modified_gmt":106,"slug":186,"status":19,"type":102,"link":105,"title":187,"content":188,"excerpt":191,"author":192,"featured_media":193,"comment_status":194,"ping_status":194,"sticky":190,"template":5,"format":195,"meta":196,"categories":199,"collections":201,"coauthors":202,"class_list":204,"acf":212,"head_links":213,"breadcrumbs":214,"url_path":105,"search_description":198,"featured_image_urls":221,"authors":256,"type_nicename":267,"reading_minutes":107,"category":268,"yoast_title":197,"yoast_meta":270,"yoast_json_ld":324,"_links":452},3564,"2018-01-08T12:30:23",{"rendered":185},"https:\u002F\u002Fimpression.test\u002Fblog\u002Farent-broken-links-404s-crawl-errors-basically\u002F","arent-broken-links-404s-crawl-errors-basically",{"rendered":103},{"rendered":189,"protected":190},"\n\u003Cp>Back in August 2017, Moz’s Dr Pete published the Whiteboard Friday, “\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Farent-301s-302s-canonicals-all-basically-the-same-whiteboard-friday\" target=\"_blank\" rel=\"noopener\">Aren’t 301s, 302s, and Canonicals All Basically the Same?\u003C\u002Fa>”. Though it didn’t explore anything new as a concept within SEO, it did justifiably resurface an age-old SEO misconception that’s important to get right.\u003C\u002Fp>\n\n\n\n\u003Cp>To reinforce Dr Pete’s argument, the short answer is no, 301 redirects, 302 redirects and canonical tags are not all the same. They’re each different with their own individual application. They share some similarities within the context of crawler control and reducing duplicate content, sure, but they should not be used interchangeably.\u003C\u002Fp>\n\n\n\n\u003Cp>The simplicity yet importance of Dr Pete’s topic inspired me to write this article (so much so that I even included the Oxford comma within the heading as a homage!).\u003C\u002Fp>\n\n\n\n\u003Cp>Similar to 301s, 302s and canonicals – crawl errors, 404s and broken links are yet another subset of terms within SEO that are often used interchangeably. Again, they are similar – arguably relating more closely than Dr Pete’s chosen comparison – but they each have their own definition which makes them all entirely distinct.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s start by unpacking broken links before moving onto 404s and crawl errors. It’s at this juncture where we’ll then be able to discuss how each topic overlaps but more importantly, how each topic is distinctive from the other.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-broken-link\">What is a broken link?\u003C\u002Fh2>\n\n\n\n\u003Cp>A broken link is a hyperlink present on a site that points to a non-existent or inaccessible page for both users and search engine crawlers. Broken links can either be inbound, i.e. pointing to internal pages on the same site, or outbound, i.e. pointing to external pages on another site.\u003C\u002Fp>\n\n\n\n\u003Cp>They can occur for several reasons but most commonly happen due to the “linked to” page’s URL being misspelt, removed from a site, or where the URL has changed name\u002Flocation.\u003C\u002Fp>\n\n\n\n\u003Cp>The reason broken links are problematic within the context of SEO is three-fold.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>They directly impact user experience. Users click on these broken links and are met with pages that do not exist. This provides a frustrating experience that can potentially impact the trust between your business and your customers.\u003C\u002Fli>\n\n\n\n\u003Cli>When a search engine crawler accesses a broken link, it acts almost as a roadblock for them. This results in a bot conducting an inefficient crawl of your site. This can potentially impact your site’s crawl budget and can convey low-quality signals coming from your site.\u003C\u002Fli>\n\n\n\n\u003Cli>They impact the flow of link equity. Links are what tie the internet together, and it’s well-known that search engines use these to discover new pages and help rank sites in their results. This is nothing new, but it is, to this day, the fundamental reason why link acquisition remains a mainstay within SEO, whether that’s for internal or external link building.By linking to a page that isn’t accessible, you are cancelling the flow of link equity to and around your site. You are removing any perceived value that is attainable from links and therefore diminishing the ranking potential your site has.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>For a link to be classified as “broken” it needs to be live on your site. It’s the interplay between the <a> tag, the href attribute and the physical link pointing to the inaccessible page that defines a broken link.\u003C\u002Fp>\n\n\n\n\u003Cp>While plenty of broken link checkers (BLCs) exist, the most popular way of discovering broken internal links is by using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fbroken-link-checker\u002F\">Screaming Frog\u003C\u002Fa>. The resource I have linked to explains thoroughly how to use Screaming Frog as a BLC, but in essence, you’re looking for URLs with either 4XX or 5XX status codes.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"850\" height=\"467\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FpFvK5qf8-response-codes-screaming-frog.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3565\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>For external broken links, i.e. backlinks where other sites are pointing to dead pages on yours, I recommend using the “\u003Ca href=\"https:\u002F\u002Fahrefs.com\u002Fblog\u002Fbroken-link-building\u002F\" target=\"_blank\" rel=\"noopener\">Broken Backlinks\u003C\u002Fa>” feature on Ahrefs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"so-are-broken-links-all-basically-404s-and-vice-versa\">So, are broken links all basically 404s and vice versa?\u003C\u002Fh2>\n\n\n\n\u003Cp>Not entirely, and this is where I often see the misconception starting.\u003C\u002Fp>\n\n\n\n\u003Cp>If a link is broken due to the URL defined having changed location then, yes, this is due to a 404 error. In this instance, the client, i.e. our browsers, is requesting something from the server that no longer exists and an appropriate 301 redirect will need to be set up to adhere to best practice. However, this definition is reductive and largely where many SEOs start to trip up.\u003C\u002Fp>\n\n\n\n\u003Cp>In its most complete definition, a broken link needs merely to point to a page with any 4XX client error or 5XX server error to be classed as “broken”. Broken links, therefore, aren’t always exclusively due to 404 errors.\u003C\u002Fp>\n\n\n\n\u003Cp>Both of these status code groups still create frustrating user experiences, create roadblocks for search crawlers and inhibit the flow of link equity. While the reasons as to why they’re problematic for SEO are similar, it’s their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fhow-to-fix-crawl-errors-in-google-search-console\">applications and resolves that make them different\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>With a definition of 404 errors having already been established, below are some examples of further 4XX and 5XX status codes that an SEO will typically come across;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>410 – Gone\u003C\u002Fstrong>\u003Cbr>A 404 status code does not explicitly define whether a resource has entirely gone for good. However, this is what is communicated when a 410 status code is used. Using 410s will convey that a resource has been definitively removed from the web and instead of search engines periodically revisiting it (as they would with a 404), it’s a sure-fire way of encouraging them to remove a page from their index.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>401 Unauthorised \u002F 403 Forbidden\u003C\u002Fstrong>\u003Cbr>I have grouped these status codes together as they are both concerned with permissions and authentification. These status codes are typically used for staging sites or when access to some form of account is required.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>500 – Internal Server Errors\u003C\u002Fstrong>\u003Cbr>This is a generic status code used when a server-side error has occurred. Not only will this stop customer engagement but also search engines will no longer be able to crawl your site if a 500 error occurs.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>503 – Service Unavailable\u003Cbr>\u003C\u002Fstrong>The 503 status code signals that the server is currently overloaded or perhaps down for maintenance. While still an error, it is not an absolute as it communicates to both users and search engines to come back soon when the server is live again.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>For more information on status codes and the other classes and categorisations available, see this comprehensive resource from \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FList_of_HTTP_status_codes\" target=\"_blank\" rel=\"noopener\">Wikipedia\u003C\u002Fa>.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Though broken links need to be live on a website to be referred to as broken, 4XX and 5XX errors can still stand on their own and be discoverable via other means.\u003C\u002Fp>\n\n\n\n\u003Cp>As an example, consider a web developer who has created an orphaned page for whatever reason. They haven’t linked to the page internally due to the nature of the campaign it promotes, but it is available via the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">XML sitemap\u003C\u002Fa> (thus, making it indexable). If the page gets deleted so will its reference on the XML sitemap. Broken links are not therefore applicable in this instance, but the resulting 404 status code is still discoverable by a search engine.\u003C\u002Fp>\n\n\n\n\u003Cp>Hopefully, the example above sufficiently highlights how the definitions of broken links and 4XX and 5XX errors are not interchangeable. Both entities need to be considered as separate to one another to be classified correctly.\u003C\u002Fp>\n\n\n\n\u003Cp>There is an element of causation and non-mutual exclusivity here as some form of “link” needs to be present to find 4XX and 5XX errors in the first place (from a search engine perspective anyway) but it is not entirely correct to define 4XX and 5XX errors as broken links and vice versa.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"so-are-broken-links-and-404s-all-basically-crawl-errors\">So, are broken links and 404s all basically crawl errors?\u003C\u002Fh2>\n\n\n\n\u003Cp>Yes and no. While broken links and 404s are crawl errors, there’s also much more to crawl errors than that.\u003C\u002Fp>\n\n\n\n\u003Cp>Crawl errors are synonymous with Google Search Console and its Crawl Error Dashboard found on the platform. It’s within this dashboard where Google flags any issues that are resulting in some form of error when Googlebot is attempting to crawl your site. As we know, if Googlebot is finding any errors whatsoever when it’s attempting a crawl then it’s well worth taking note.\u003C\u002Fp>\n\n\n\n\u003Cp>So, while a crawl error can constitute everything so far discussed in this article, from broken links, 4XX, and 5XX errors,  they’re more of a subset known as “URL errors”. It’s again reductive to classify these three elements as the only reasons for a crawl error to occur. Crawl errors can also occur through ‘Site Errors”, which Google classifies as something being wrong with your DNS setup, server connectivity or robots.txt file.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1153\" height=\"230\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FIr9hJdUo-crawl-errors-search-console.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-3566\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Search Console separates “Crawl Errors” into both “Site Errors” and “URL Errors” for a more holistic view of what’s causing crawler problems on your site.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Put simply, anything that is stopping Googlebot crawling your site properly can be classified as a “crawl error”, whether that’s a 404 causing a roadblock or an entire directory being disallowed via your robots.txt file.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"so-why-does-all-this-matter\">So, why does all this matter?\u003C\u002Fh2>\n\n\n\n\u003Cp>You may be inclined to believe that this is all down to semantics but getting these types of definitions right does matter.\u003C\u002Fp>\n\n\n\n\u003Cp>Whether you are experiencing broken links, 4XX\u002F5XX errors or crawl errors, they all need to be fixed to improve your site’s user experience, crawl efficiency and link equity flow. However, using the correct definitions will lend a hand in allowing the right diagnosis to be communicated. This will then result in implementing the correct fix and most importantly, allow you to allocate the appropriate level of resource and time to solve the problem.\u003C\u002Fp>\n\n\n\n\u003Cp>To conclude, this post was influenced by Dr Pete’s dedication in getting the definitions of 301s, 302s and canonical tags correct. What other SEO issues do you come across that are often misinterpreted? Let me know via \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002FPetejov\" target=\"_blank\" rel=\"noopener\">Twitter\u003C\u002Fa> and let’s get the conversation started!\u003C\u002Fp>\n",false,{"rendered":104,"protected":190},59,8176,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":197,"_yoast_wpseo_metadesc":198,"inline_featured_image":190,"footnotes":5},"Aren’t broken links, 404s, & crawl errors all basically the same?","Impression's Petar Jovetic discusses why SEOs and digital marketing managers need to stop using broken links, 404s and crawl errors 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Sharing is caring, after all.\u003C\u002Fp>\n\n\n\n\u003Cp>Our co-founder, Aaron Dicks, did exactly this back in February 2016 when he and I solved the query of creating custom canonical tags via Magento for a large online retailer of ours. He rounded this off with a detailed write-up on our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcustom-magento-category-canonical-tags-seo\u002F\">last year\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Fast forward to 2017 and an equally as interesting topic has again arisen, this time from another national eCommerce brand; \u003Cstrong>how to use pagination and AJAX for a more SEO-friendly approach to infinite scroll\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>This particular client implemented infinite scroll throughout the entirety of their category pages, and at first glance, why not? Infinite scroll can be great for usability as it avoids the user scrolling through endless paginated component pages which may serve to disrupt their journey.\u003C\u002Fp>\n\n\n\n\u003Cp>However, the problem in this instance was not how the user was perceiving the infinite scroll, rather, how Googlebot was perceiving it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-javascript-functionality-demands-a-solid-web-build-first\">Why JavaScript functionality demands a solid web build first\u003C\u002Fh2>\n\n\n\n\u003Cp>Google has claimed to understand JavaScript for many years now. Despite this, several case studies still emerge that unequivocally question this sentiment.\u003C\u002Fp>\n\n\n\n\u003Cp>Most recently, Distilled \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.distilled.net\u002Fresources\u002Fsplit-testing-javascript-for-seo\u002F\">published an article\u003C\u002Fa> that hypothesised the negative effects of JavaScript-based internal linking. Sure enough, by changing links to simple HTML, they were able to achieve significant organic uplift for that particular eCommerce client.\u003C\u002Fp>\n\n\n\n\u003Cp>In the context of infinite scroll itself, Google has even \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2014\u002F02\u002Finfinite-scroll-search-friendly.html\">published some documentation\u003C\u002Fa> on how to best integrate the functionality into your site for better Googlebot interpretation.\u003C\u002Fp>\n\n\n\n\u003Cp>Issues regarding JavaScript may become exacerbated even further if your server response time is slow as Googlebot may not have the resource to wait for the second request.\u003C\u002Fp>\n\n\n\n\u003Cp>With this in mind, we were keen to follow suit \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa> best practices by reconfiguring and optimising our JavaScript where possible for this particular eCommerce client.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-was-our-objective\">What was our objective?\u003C\u002Fh2>\n\n\n\n\u003Cp>Put simply, to improve crawl efficiency and the distribution of link equity.\u003C\u002Fp>\n\n\n\n\u003Cp>Even before finding errors regarding infinite scroll, our client was an avid user of “nofollow” tags across their internal linking structures – 14K nofollow links, to be precise.\u003C\u002Fp>\n\n\n\n\u003Cp>By simply removing these tags thus changing them to “follow”, we were immediately able to visualise more internal link equity flowing through the site.\u003C\u002Fp>\n\n\n\n\u003Cp>Once we worked with their developer to solve the “nofollow” issue, we came across further crawl efficiency problems with OnPage.org reporting 4.5K pages with no internal links.\u003C\u002Fp>\n\n\n\n\u003Cp>With everything else sufficiently optimised and nowhere else to go, we decided to focus our efforts to the world of JavaScript as a leading \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fjavascript-website-seo\u002F\">JavaScript SEO Agency\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-turn-javascript-on-and-off-to-determine-how-crawlers-see-your-site\">How to turn JavaScript on and off to determine how crawlers “see” your site\u003C\u002Fh2>\n\n\n\n\u003Cp>By turning JavaScript off at page-level, we’re able to visualise what crawlers can and cannot “see”. From there, if any page content does significantly change, including the disappearance of pagination and internal links, then we can safely presume that a web crawler, i.e. Googlebot, is unable to crawl and pass link equity across these.\u003C\u002Fp>\n\n\n\n\u003Cp>To turn off JavaScript via Google Chrome, you need to access the Element Panel. This is accessed by right-clicking anywhere on a page and selecting \u003Cstrong>Inspect\u003C\u002Fstrong>”.\u003C\u002Fp>\n\n\n\n\u003Cp>Once the Element Panel opens, head to the top-right of the window and select the cog \u003Cimg loading=\"lazy\" decoding=\"async\" width=\"24\" height=\"25\" class=\"wp-image-37993\" style=\"width: 24px;\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002FScreenshot-2026-04-09-at-12.53.43.png?auto=compress%2Cformat&q=90\" alt=\"Chrome DevTools settings cog icon\"> for \u003Cstrong>Settings\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Once the \u003Cstrong>Settings\u003C\u002Fstrong> view has opened, you need to find \u003Cstrong>Debugger\u003C\u002Fstrong> and click the checkbox next to \u003Cstrong>Disable JavaScript\u003C\u002Fstrong>. This is illustrated in the screenshot below:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"137\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002FScreenshot-2026-04-09-at-12.52.58.png?auto=compress%2Cformat&q=90\" alt=\"Debugger setting options from Chrome DevTools settings.\" class=\"wp-image-37991\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Once the checkbox has been ticked, you need to reload your page to see how it behaves with JavaScript disabled.\u003C\u002Fp>\n\n\n\n\u003Cp>In the instance of our eCommerce client, turning JavaScript off showed there was no pagination present. This immediately highlighted how Googlebot would not be able to progress through further pages to crawl the additional products featured.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(Remember, this is isolated to one category page alone; multiplying the issue to all their category pages results in several internal links not being visible to Googlebot.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Uncrawlable links mean diluted link equity which, in turn, means weakened crawl efficiency – sad times for Impression SEOs and our clients alike! ?\u003C\u002Fp>\n\n\n\n\u003Cp>At this juncture, we needed to work on implementing an SEO-friendly infinite scroll solution. Here’s how we did it.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-1-we-implemented-html-pagination\">Step 1 – we implemented HTML pagination\u003C\u002Fh2>\n\n\n\n\u003Cp>Our first step involved implementing conventional HTML pagination, including the logic to build the component pages.\u003C\u002Fp>\n\n\n\n\u003Cp>Once the pagination was built, we tied all the component pages together using Google’s \u003Cstrong>rel=”next”\u003C\u002Fstrong> and \u003Cstrong>rel=”prev”\u003C\u002Fstrong> directive to clearly outline the relationship between all paginated content. Further documentation on rel=”next” and rel=”prev” and Google’s general recommendations on pagination can be found \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F1663744?hl=en\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>As a final piece of house cleaning, we also added self-referential canonical tags to all component pages.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"step-2-implement-pushstate\">Step 2 – Implement pushState\u003C\u002Fh2>\n\n\n\n\u003Cp>Once we implemented the HTML pagination, we “hid” this with JavaScript and re-enabled the infinite scroll.\u003C\u002Fp>\n\n\n\n\u003Cp>From there, we implemented a “listen” event to where the user would scroll to the end of (what would effectively be) page 1.\u003C\u002Fp>\n\n\n\n\u003Cp>At this point, page 2’s products were pulled in while using HTML5 to push the new paginated URLs to the browser address bar. To determine whether this has been correctly installed, you will be able to visibly see the URLs change in your browser window, i.e. \u002Fcategory-page\u002Fpage\u002F2, \u002Fcategory-page\u002Fpage\u002F3.\u003C\u002Fp>\n\n\n\n\u003Cp>To round-off the implementation, we also needed to consider tracking this behaviour via Google Analytics. Here, we used GA push a virtual pageview to the paginated URLs, as below:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode>ga('send', 'pageview', location.pathname+”\u002Fpage\u002F2\u002F”);\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-solution\">The solution\u003C\u002Fh2>\n\n\n\n\u003Cp>John Mueller assembled a useful example of how all this fits together here: \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fscrollsample.appspot.com\u002Fitems\">http:\u002F\u002Fscrollsample.appspot.com\u002Fitems\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>(Scroll down the page to see the URL visibly change and switch JavaScript off to see the HTML pagination working in the background.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>What’s left is a fluid user experience and an implementation that’s SEO-friendly, allowing all your content to be crawled regardless of where it lies within the infinite scroll.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re a business owner whose site uses slightly more advanced functionality and you’re wondering how this impacts your SEO, feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with Impression’s technical SEO team today.\u003C\u002Fp>\n",{"rendered":116,"protected":190},8241,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":513,"_yoast_wpseo_metadesc":514,"inline_featured_image":190,"footnotes":5},"Infinite Scroll & SEO: How to Implement an SEO-friendly Solution","Implementing infinite scroll in an SEO-friendly manner can be tricky if you don't know how. 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by Paddy Moogan, Co-Founder at \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fairadigital\" target=\"_blank\" rel=\"noopener noreferrer\">Aira\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Paddy’s talk was something I was particularly looking forward to as I often consider the challenge of link building for SMEs greater than that for billion dollar companies. Whether I’m right or wrong, it’s undeniable that the relative lack of brand awareness for SMEs never works in their favour when it comes to outreach. Regardless, I waited eagerly amongst the SEO crowd at SearchLeeds’ Main Stage for Paddy’s talk.\u003C\u002Fp>\n\u003Cp>Paddy kicked his talk off with the admission that everyone faces the same link building challenges. It’s always a toss-up between budgets, strategies and getting the actual ideas signed-off, both internally and externally. Paddy ultimately concluded that link building is f*cking hard (his words, not mine…).\u003C\u002Fp>\n\u003Cp>And he’s completely right; link building campaigns are inherently risky and never come with the guarantee of actually successful link acquisition. Paddy continued, stating that even if they do work, they may not actually \u003Cem>work\u003C\u002Fem>.\u003C\u002Fp>\n\u003Cp>This reveals arguably the most major hardship of link building. Even if your link building campaign gained traction and resulted in several linking root domain, the reality is that this still may not “move the needle” and increase search visibility. It was here where Paddy called upon a previous blog post from Tomas Vaitulevicius, entitled “\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fthe-seo-myth-of-going-viral\" target=\"_blank\" rel=\"noopener noreferrer\">The SEO Myth of Going Viral\u003C\u002Fa>”, that discusses this very notion.\u003C\u002Fp>\n\u003Cp>While link building budgets can vary, Paddy’s experience in promotion has taught him that having a bigger budget doesn’t necessarily mean you’ll achieve more links (unless you buy them, he joked). Paddy continued that having more budget does equal more time and resource, but even that can’t guarantee a “result”. This insight actually turned out to be the anchor point of Paddy’s talk, which I’ll touch upon again later.\u003C\u002Fp>\n\u003Cp>Paddy’s slide deck then introduced the typical link building process for any SEO, in-house or agency. This is starting with \u003Cstrong>ideation\u003C\u002Fstrong>, moving on to \u003Cstrong>design\u003C\u002Fstrong> and \u003Cstrong>build\u003C\u002Fstrong> before concluding with the actual process with \u003Cstrong>outreach\u003C\u002Fstrong>. While mentioning several case studies from Aira that utilised this framework, there was again no correlation between link building success and budget.\u003C\u002Fp>\n\u003Cp>To illustrate the point of link building success not being proportional to budget, Paddy called upon a particular story when a Digital PR of his briefed him an idea. While this idea wasn’t bad, Paddy recalled his grumpy attitude and while he was happy to sign it off, he mentioned to the Digital PR that “it won’t work, but you can try it anyway…”.\u003C\u002Fp>\n\u003Cp>Despite the odds being stacked up against this campaign – not least because it was launched on a Friday at 2pm (a unanimous no, no for many Digital PR experts) – the concept ended up being a huge success. By 5 pm that Friday, a mere three hours after launch, the campaign already acquired a handful of top-tier links from many of the UK’s national newspaper. To this day, it remains to be one of Aira’s most successful campaigns. in terms of ROI anyway.\u003C\u002Fp>\n\u003Cp>The talk continued with Paddy explaining that if you’re link building campaign hasn’t got a story then no one is going to care. Similarly, if it’s not adding any value or not executed very well, it’s not going to work either.\u003C\u002Fp>\n\u003Cp>To avoid link building failure, Paddy Moogan shared these six key points:\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>Limit the scope of execution\u003Cbr \u002F>\n\u003C\u002Fstrong>By this, Paddy meant how restrictions can help creativity. He spoke about “burst ideation sessions” his team often undertake where they’re tasked to share ideas in a quick amount of time. It’s this restriction of time that allows their creativity free, Paddy mentioned. He finished this point by asking the audience, “imagine if you don’t have development resource – how would you execute a link building campaign?”\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Cheat sheet for execution\u003Cbr \u002F>\n\u003C\u002Fstrong>This point from Paddy communicated the need for stories to be carried on effective mediums. It essentially answers the question of not knowing how to visualise a story idea you may have as a search marketer. To help inspire your team, Paddy shared assets from David McCandless’s \u003Ca href=\"http:\u002F\u002Fwww.informationisbeautiful.net\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Information is Beautiful\u003C\u002Fa> which is well worth checking out for inspiration.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Add some friendly stalking to your digital PR efforts\u003C\u002Fstrong>\u003Cbr \u002F>\nIt was here that Paddy shared the interesting fact that there are 1,500 stories that could potentially appear in our Facebook’s newsfeed every time we log in. Paddy urged the audience to utilise insight by targeting journalists and writers with their content on Facebook so they naturally stumble across it. Facebook has powerful targeting capabilities that even enable you to target by job title, i.e. journalist\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Think about content as mobile first\u003Cbr \u002F>\n\u003C\u002Fstrong>Mobile-first is a mentality that many digital experts are still trying to explore and that’s no exception for content marketing, either. To avoid this failure, Paddy recommended to the audience that we simply need to start designing content for mobile first before anything else.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Traditional, Digital PR\u003Cbr \u002F>\n\u003C\u002Fstrong>While the relationship between SEO and Digital PR has been established for several years now, Paddy recommended that this still needs to continue well into 2017. As SEOs, we need to continue leaning on the Digital PR methodology, establishing relationships with content curators and using news as the basis for stories.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Update old data sets\u003Cbr \u002F>\n\u003C\u002Fstrong>Similar to repurposing, if any of your content uses old data sets, you could update these to instil new life into your content. Paddy explained how this the strategy David McCandless employs on his “\u003Ca href=\"http:\u002F\u002Fwww.informationisbeautiful.net\u002Fvisualizations\u002Fbased-on-a-true-true-story\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Based on a true, true story\u003C\u002Fa>” content piece. This is a relatively low-resource task as it simply involved updating current frameworks that are already in place.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Before finishing his talk, Paddy again explained how the success of a link building campaign isn’t governed by budget, instead, it’s several other factors – like those explaining in the six key points above, for instance. It’s essentially down to the story and the medium; if these are executed properly then there’s no reason our content marketing efforts won’t be successful.\u003C\u002Fp>\n",{"rendered":126,"protected":190},8245,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":701,"_yoast_wpseo_metadesc":702,"inline_featured_image":190,"footnotes":5},"SearchLeeds: How link building can work for everyone - By Paddy Moogan","A write-up of Aira's Paddy Moogan's talk at Search Leeds 2017 where he discussed how link building can work for everyone, from SMEs to big 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by Paul Maddon, Co-Founder at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fkerboo.com\u002F\">Kerboo\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Paul’s probably one of the more authoritative speakers on the topic of link building with the past fifteen years of his career revolving solely around the backlink. He started his talk stating that he’s probably built somewhere in the region of 8 billion links and has extensive experience in both SEO’s pre- and post-Penguin world. For his keynote, Paul discussed where links fit in the SEO world of 2017; are they still relevant and how can we ensure value?\u003C\u002Fp>\n\u003Cp>As the talk properly kicked off, Paul posed the question whether links still count. As quickly as this was posed, the answer followed immediately thereafter. “Yes, they still do count” was voiced with a sense of absolute confidence. This is despite much discussion around the industry as of late questioning their relevance in a post-Rank Brain climate.\u003C\u002Fp>\n\u003Cp>Although links still count, their purpose has somewhat changed over the past few years. To put this into perspective, Paul talked us through the pre-penguin world. Before 2012, links unquestionably dominated the world SEO. While Google is still a link-based search algorithm, its focus on this was more pronounced pre-Penguin. Back then, we calculated a page’s ranking potential solely based on the metric of PageRank; a Google created entity that looked at linking root domains to any web page.\u003C\u002Fp>\n\u003Cp>So, between pre- and post-Penguin, what’s changed? Essentially it comes down to volume and value. While pre-Penguin revolved around the volume of links, nowadays, it’s much more about the value of each link pointing to your root domain.\u003C\u002Fp>\n\u003Cp>To put into perspective the value of links, Paul shared a case study where he actually reavowed some links of a client’s backlink profile (\u003Cem>for reference, this is the process where you remove links from your disavow file, allowing them to be once again considered by Google\u003C\u002Fem>). After the reavaow strategy was actioned, Paul’s team noticed a significant uplift in search visibility, giving irrefutable evidence that links still count in 2017.\u003C\u002Fp>\n\u003Cp>In addition to questioning whether links still count, Paul also posed the question whether link-based penalties are still distributed by Google. Again, this was answered with resounding confidence, stating that 9 million link penalties were delivered last year by the search giants themselves.\u003C\u002Fp>\n\u003Cp>The introduction of Penguin 4.0 in late-2016 also changed the climate of link building within SEO. Paul shared the well-known fact that Penguin 4.0 is indeed now a part of Google’s core algorithm and was another reiteration of Penguin to dampen down the spam in search results.\u003C\u002Fp>\n\u003Cp>While many SEOs believe Penguin 4.0 didn’t make much of an impact, Paul disagreed, mentioning how it made a massive, tangible effect on the playing field of SERPs. This is something I can certainly relate to with several of my own clients seeing direct increases in search visibility around September last year (see \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcase-studies\u002Fgreat-bean-bags\u002F\">GreatBeanBags\u003C\u002Fa> case study).\u003C\u002Fp>\n\u003Cp>Paul shared how it’s important to realise that Penguin 4.0 is not in real time, and instead, is progressive. Penguin is actually felt slowly and on a page-by-page basis. Without realising, the link-based algorithm may be eating into your link profile so it’s critical as SEOs that we pay close attention to it. We need to constantly be reviewing our links and still utilise the disavow tool to communicate to Google those backlinks we don’t want to be associated with.\u003C\u002Fp>\n\u003Cp>Paul shared the idea of “propensity to disavow”. Whilst this is actually a metric used at Kerboo, I think SEOs can also employ the definition as a methodology, making you question each and every link you have.\u003C\u002Fp>\n\u003Cp>It was exciting to hear that Kerboo are currently building a new link-based metric, based on link equity. Whether you regard link equity as an old-hat SEO term, the science and theory behind it is, in my beliefs, undeniable.\u003C\u002Fp>\n\u003Cp>Paul mentioned how authority actually comes from the flow of link equity. So, a site that links out often is arguably less valuable acquiring a link from than a site that links out less often. He shared the example of national newspapers; these publications link out hundreds, if not thousands of times a day so your link equity is theoretically lost in the equity of other linked-to sites. Instead, receiving a link from a site that’s arguably less prone to linking out is more valuable as the link equity is more concentrated on your site. It’s this type of theory that Kerboo is trying to realise in their new link metric.\u003C\u002Fp>\n\u003Cp>Paul finished his talk with a reminder to SEOs that we need to stay vigilant of our backlink profiles. We need to know what they consist of where our valuable links lie. After all, what was valuable to your ranking potential before may not be as valuable today.\u003C\u002Fp>\n",{"rendered":135,"protected":190},8246,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":892,"_yoast_wpseo_metadesc":893,"inline_featured_image":190,"footnotes":5},"SearchLeeds: Links as a metric in 2017 - By Paul Madden","A write-up of Kerboo's co-founder, Paul Madden's talk at Search Leeds 2017 where he discussed links as a metric in 2017 and their value and 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Butcher is Head of SEO at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bluearray.co.uk\u002F\">BlueArray\u003C\u002Fa>. As part of the afternoon session of Crawl & Indexation at BrightonSEO, Sean Butcher continues the session by focusing on canonical tags with his talk, “So You Think You Know Canonical Tags?”.\u003C\u002Fp>\n\u003Cp>To kick things off, Sean starts by defining the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F139066?hl=en\">the canonical tag\u003C\u002Fa> and its benefit for SEO.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"about-the-canonical-tag\">About the canonical tag\u003C\u002Fh2>\n\u003Cp>If your website generates and displays the same (or very similar) content on multiple URLs, a canonical tag can be used to bucket all duplicate URLs into a master URL, a.k.a. the canonical version. The main application of canonical tags, therefore, is to reduce duplicate content across your site. You can use canonical tags to consolidate several different URLs configurations, from trailing slash and query parameters to non-www and parallel URLs for mobile.\u003C\u002Fp>\n\u003Cp>While there are other options to reduce duplicate content across a site, such 301 redirects, noindex meta tags and parameter exclusions through Search Console, why should we choose the canonical tag as SEOs? Sean named three specific reasons:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Easier on development resource\u003C\u002Fstrong>\u003Cbr \u002F>\nCanonical tags are relatively easy to set-up, even as non-technical SEOs or developers. Most CMSs support even support them, like WordPress through their Yoast plugin.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>301 redirects increases pressure on the server\u003Cbr \u002F>\n\u003C\u002Fstrong>Several redirects at once can put unnecessary pressure on your server and as such, can reduce page speed.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Make other versions accessible for user experience\u003Cbr \u002F>\n\u003C\u002Fstrong>While duplicate content is usually unknowingly present on a site, sometimes it may deliberately present for usability reasons.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>It’s at this juncture that Sean Butcher recommended watching Moz’s Dr Pete’s Whiteboard Friday on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Farent-301s-302s-canonicals-all-basically-the-same-whiteboard-friday\">the difference between 301s, 302s and canonical tags\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"things-to-consider\">Things to consider\u003C\u002Fh2>\n\u003Cp>To implement canonical tags correctly onto your site, Sean recommended the following are put into place:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Make sure your canonical version is the canonical, not a 404\u002F301\u002F302\u003C\u002Fli>\n\u003Cli>Use absolute URLs when assembling the canonical, not relative URLs\u003C\u002Fli>\n\u003Cli>Internally linking around your website must utilise to the canonical tag\u003C\u002Fli>\n\u003Cli>The canonical URL needs to be the version listed in your XML sitemap\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Canonical tags are related to indexation, not crawling as hinted at by John Mueller back in 2016. While they’re not likely to save on crawl budget, they’re more there to reveal to search engines which URLs are duplicated and which are the master versions.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cblockquote class=\"twitter-tweet\" data-lang=\"en\">\n\u003Cp dir=\"ltr\" lang=\"en\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fbheligman\">@bheligman\u003C\u002Fa> probably not (or not much). we have to pick a canonical & have to crawl the dups to see that they’re dups anyway.\u003C\u002Fp>\n\u003Cp>— John ☆.o(≧▽≦)o.☆ (@JohnMu) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FJohnMu\u002Fstatus\u002F804045416513863680\">November 30, 2016\u003C\u002Fa>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>\u003Cscript async src=\"\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Found in the <head> section of a web page, the canonical tag should only be used to consolidate highly similar content.\u003C\u002Fp>\n\u003Cp>Canonical tags are also a  hint, \u003Cem>not\u003C\u002Fem> a directive. While they’re a very strong hint, they still may be ignored in favour of other signals. As webmasters, you also need to ensure only one canonical tag is present on each web page.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"alternative-methods\">Alternative methods\u003C\u002Fh2>\n\u003Cp>While canonical tags are predominantly used within web pages, Sean also revealed some other use cases for the tags:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Other assets\u003C\u002Fstrong>\u003Cbr \u002F>\nCanonical tags can be used to consolidate duplicate content across PDFs, for example, on printer-friendly versions of your content. In addition to this, you can also use them on images, perhaps as a means to redirect link equity through to relevant pages. Canonical tags such as these can be inserted via your site’s htacess file or via your HTTP header.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Paginated series\u003Cbr \u002F>\n\u003C\u002Fstrong>Another alternative method of canonical tag usage is to consolidate duplicate content across a paginated series. While pointing ordinary canonical tags to “page 1” of your paginated content is \u003Ca href=\"https:\u002F\u002Fyoast.com\u002Frel-canonical\u002F#faulty-canonicals\">not advised\u003C\u002Fa>, Sean recommends how your efforts are better focused in creating a “\u003Cstrong>View all\u003C\u002Fstrong>” page, or by using the \u003Cstrong>rel=”next”\u003C\u002Fstrong> or \u003Cstrong>rel=”prev”\u003C\u002Fstrong> tag (in conjunction with self-referential canonical tags and markup, if necessary).\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Cross-domain canonicals\u003Cbr \u002F>\n\u003C\u002Fstrong>Cross-domain canonicals can be used to consolidate link equity and duplicate content across individual domains. This is especially useful if you know your content strategy to involve syndication and the licensing of content. In this instance, you can use cross-domain canonicals to reference the originator of the content (a concept I have written about in a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fboosting-your-contents-reach-and-longevity\u002F\">previous blog post of mine\u003C\u002Fa>). \u003Cstrong>\u003Cbr \u002F>\n\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>For more about Sean’s presentation, you can view his \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FSeanButcher1\u002Fso-you-think-you-know-canonical-tags-sean-butcher-brighton-seo-presentation-74527272\">slides\u003C\u002Fa> here where he discusses several canonical tag case studies in greater depth.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",{"rendered":144,"protected":190},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1075,"_yoast_wpseo_metadesc":1076,"inline_featured_image":190,"footnotes":5},"BrightSEO: Sean Butcher – Canonical Tags | Impression","BlueArray's Sean Butcher discusses the canonical tag and it's application with SEO. Read more about his talk at BrightonSEO April 2017 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if you create content as an SEO or content marketer, it needs to be data-driven”\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>That’s the statement Marcus Tober used when he kicked off his talking at during April 2017’s BrightonSEO.  He demanded that, above everything, content needs to explore user intent as well as seek out online success and new possibilities for achieving revenue success. His presentation, inspired by Star Trek, promises to go where “no SEO has ever gone before!”\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"problem-1-how-do-i-research-topics-and-create-a-guide-for-writers\">Problem 1 – how do I research topics and create a guide for writers?\u003C\u002Fh2>\n\u003Cp>Marcus admitted that all SEOs love data and their tools. And at the forefront of content writing tools is, quite obviously, Microsoft Word. He went on to mention how Microsoft Word is lots of effort for writers to use, is expensive and of course, isn’t measurable. Apparently, from a survey conducted by SearchMetrics, the most frequent feature used on Microsoft Word is their spell checker and Word Count functionality.\u003C\u002Fp>\n\u003Cp>Again, he proposed the question; \u003Cem>as content marketers, why don’t we use data to inform content?\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>Further tools used by content marketers that actually \u003Cem>give\u003C\u002Fem> data are Google Analytics, Google Keyword Planner, Google Search Console, Screaming Frog and Ubersuggest Keyword Tools. Amongst these, another popular option is \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fanswerthepublic.com\u002F\">Answer the Public\u003C\u002Fa> which is a tool that uses the Google Suggest API to scrape long-tail content. Mentioned several times before in the Impression blog, while this is an ideal tool to find the talking points your audience are searching for, it does output some distracting and irrelevant keywords.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"problem-2-how-do-i-create-relevant-content-that-fits-user-intention\">Problem 2: How do I create relevant content that fits user intention?\u003C\u002Fh2>\n\u003Cp>As an alternative to Answer the public, Marcus suggested Searchmetrics’ own \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.searchmetrics.com\u002Fcontent\u002F\">Content Experience\u003C\u002Fa>. Similar to Moz’s Keyword Explorer, the tool provides a more sophisticated and filtered approach to mining longer tailed content. The tool displays topics into a flow diagram with the keywords clustered by semantic proximity.\u003C\u002Fp>\n\u003Cp>In addition to this, the tool also gives your content a “\u003Cstrong>content score\u003C\u002Fstrong>” – this is dependent on the user intent around your selected keyword(s). This is an important consideration as Marcus showed several case studies that suggested how content relevance is indeed a ranking factor.\u003C\u002Fp>\n\u003Cp>Keyword intent has a direct correlation with the conversion funnel. Marcus explained how content needs to adhere to the typical conversion funnel, from awareness and consideration to transaction and consideration thereafter.\u003C\u002Fp>\n\u003Cp>As we progress down the conversion funnel, search volume gets narrower and more defined with a clearer intent. While we get more conversion-focused content nearer the bottom of the funnel, with category and product pages, for example, we get more informational content nearer the top. Marcus believes it’s this informational content in the “awareness phase” where larger retailers fall short, giving the example of Tesco.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"problem-3-just-publish-everything-then-forget-about-it\">Problem 3: Just publish everything, then forget about it?\u003C\u002Fh2>\n\u003Cp>As SEOs, Marcus described how we’re guilty of a content paradigm, where we’re as quick to abandon content as we are to publish it. He revealed that the global budget for digital content was $145billion in 2015, meaning approximately $116billion is wasted every year (80%) by simply forgetting about our content. By forgetting, Marcus means content considerations like updating out content, as well as continuing to optimise it and promote it.\u003C\u002Fp>\n\u003Cp>Marcus also questioned whether the sheer size of your content on-site should matter? He gave the example of about.com where, despite having millions of pages worth of content on their website, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thekitchn.com\u002F\">kitchn\u003C\u002Fa> took them over last year in terms of SEO visibility.\u003C\u002Fp>\n\u003Cp>Finally, Marcus proposed a two-folded approach for better website content. Firstly, content marketers need to \u003Cstrong>specialise\u003C\u002Fstrong> in terms of the content they produce. harking back to the about.com case study whereby publishing everything and anything doesn’t necessarily mean your SEO visibility will benefit. From there, content marketers need to \u003Cstrong>clean up\u003C\u002Fstrong>. Here, he gave the example of german site \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pflege.de\u002F\">pflege.de\u003C\u002Fa>, who, by removing 95% of their content, were able to fully concentrate and improve on the 5% of content that remained. 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