[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002Fpage\u002F6":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":180,"head_links":182,"breadcrumbs":168,"posts":186,"pages":163,"head":1421},"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":164},"\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 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Jovetic’s posts",{"data":100,"pages":163},[101,113,122,134,144,154],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":5,"authors":108,"category":111},"post","BrightonSEO: Claudia Higgins – Getting the most out of the SEO data you can get for free","\u003Cp>Claudia is the natural search insight and technology manager at Argos. For her talk at Brighton SEO 2017, she discussed how to get more out of the data that’s available for free. To start things off, she recommended some key SEO tools that are available for free across the web.   Free Tools Keywords Everywhere […]\u003C\u002Fp>\n","\u002Fblog\u002Fclaudia-higgins-brighton-seo-2017\u002F","2022-02-07T16:48:39",3,[109],{"name":4,"image":110},"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":112,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":114,"excerpt":115,"to":116,"postedAt":117,"readingTime":118,"image":5,"authors":119,"category":121},"How the music business can incorporate search marketing into its digital strategy","\u003Cp>Running alongside my career in digital marketing, I’ve always had a passion for music. I’ve played the guitar for 16 years, played in several touring bands and even graduated in a Music-related subject in July 2012. With these two subjects running parallel to one another, I have always been interested in how the two coincide, especially since […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-marketing-and-the-music-business\u002F","2022-02-07T16:48:40",31,[120],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":123,"excerpt":124,"to":125,"postedAt":126,"readingTime":127,"image":128,"authors":129,"category":131},"Magento SEO hacks all Ecommerce managers need to be aware of","\u003Cp>There’s the learning curve associated to a new CMS and then there’s the learning curve associated to the Magento CMS. It’s an unwieldy beast, no doubt. Even experienced developers would acknowledge that, let alone search engine marketers. In fact, it’s only really been the past couple of months that I’ve managed to get my head […]\u003C\u002Fp>\n","\u002Fblog\u002Fmagento-seo-hacks\u002F","2022-02-07T16:48:41",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FUTMcJVNN-050720211625525425_magento-seo-banner.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[130],{"name":4,"image":110},{"to":132,"name":133},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":143},"Which Third-Party SEO Metrics Should I Use?","\u003Cp>If there’s one thing that’s in abundance in the SEO industry, it’s SEO tools. Whether they’re native or web-based, simply searching for “SEO tools” on Google will reveal a plethora of results. There’s no denying their importance. I’m of the belief, and hopefully many of you will agree, that an SEO is only as good […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-third-party-seo-metrics-should-i-use\u002F","2024-06-25T11:09:26",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FVpHbBNuX-050720211625526276_third-party-seo-metrics-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":145,"excerpt":146,"to":147,"postedAt":148,"readingTime":149,"image":150,"authors":151,"category":153},"Search Leeds: How to Choose SEO Tools by Alex Tachalova","\u003Cp>Alex started her presentation by mentioning how she only uses 5 SEO tools to complete her client work. She advised that you don’t actually need many to implement effective SEO campaigns. “One thousand songs in your pocket” Above is the popular slogan used by Apple when they marketed their iPod. Steve Jobs had an amazing […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-how-to-choose-seo-tools-by-alex-tachalova\u002F","2022-02-07T16:48:42",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[152],{"name":4,"image":110},{"to":112,"name":18},{"type_key":102,"title":155,"excerpt":156,"to":157,"postedAt":158,"readingTime":149,"image":159,"authors":160,"category":162},"Search Leeds: Content Confusion by Ian Harris","\u003Cp>Ian Harris kicks off the afternoon’s round of lectures with his talk on content confusion, questioning what is the point of your content marketing? What is content marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-leeds-content-confusion-ian-harris\u002F","2022-02-07T16:48:43","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FHG3lUOmH-050720211625527290_content-confusion-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161],{"name":4,"image":110},{"to":112,"name":18},"7",{"type":165,"style":166,"title":167,"heading":4,"intro":10,"services":12,"breadcrumbs":168,"photo":56,"social":180},"author","dark","Meet the Team",[169,172,175,178],{"path":170,"name":171},"\u002F","Home",{"path":173,"name":174},"\u002Fabout\u002F","About Us",{"path":176,"name":177},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":179,"name":4},null,{"twitter":5,"linkedin":181},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F",[183],{"rel":184,"href":185},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[187,487,656,855,1045,1235],{"id":188,"date":189,"date_gmt":189,"guid":190,"modified":106,"modified_gmt":106,"slug":192,"status":19,"type":102,"link":105,"title":193,"content":194,"excerpt":197,"author":198,"featured_media":23,"comment_status":199,"ping_status":199,"sticky":196,"template":5,"format":200,"meta":201,"categories":204,"collections":206,"coauthors":211,"class_list":213,"acf":221,"head_links":222,"breadcrumbs":223,"url_path":105,"search_description":203,"featured_image_urls":230,"authors":250,"type_nicename":261,"reading_minutes":107,"category":262,"yoast_title":202,"yoast_meta":264,"yoast_json_ld":319,"_links":441},3025,"2017-04-07T10:15:17",{"rendered":191},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fclaudia-higgins-brighton-seo-2017\u002F","claudia-higgins-brighton-seo-2017",{"rendered":103},{"rendered":195,"protected":196},"\u003Cp>Claudia is the natural search insight and technology manager at Argos. For her talk at Brighton SEO 2017, she discussed how to get more out of the data that’s available for free. To start things off, she recommended some key SEO tools that are available for free across the web.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"free-tools\">Free Tools\u003C\u002Fh2>\n\u003Ch3 id=\"keywords-everywhere\">Keywords Everywhere\u003C\u002Fh3>\n\u003Cp>She started by introducing \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fkeywordseverywhere.com\u002F\">Keywords Everywhere\u003C\u002Fa> – a Chrome\u002FFirefox plugin that allows you visualise keyword data within search engines, or anywhere keywords present themselves, including Search Console, Moz, SEMRush etc. Keyword data presented includes PPC data and competition data.\u003C\u002Fp>\n\u003Ch3 id=\"moz-tools\">\u003Cstrong>Moz Tools \u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>Claudia then went on to recommend MozBar for the breadth and depth of features it provides, including domain authority, metadata visualisation and where the internal, external, followed and no-followed links are found on your page.\u003C\u002Fp>\n\u003Ch3 id=\"mozcast\">\u003Cstrong>MozCast\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>A great tool to “keep an eye of stuff”. MozCast does nothing tangible for your website, rather, it lets you visualise turbulence in Google’s SERP landscape.\u003C\u002Fp>\n\u003Ch3 id=\"search-console\">\u003Cstrong>Search Console\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>Owned by Google, Search Console is a great tool, especially for its search analytics feature. While the data is only available for the past 30 days, once you collect this data (via APIs), it can become immensely powerful.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"external-factors\">External Factors\u003C\u002Fh2>\n\u003Cp>Claudia urges SEOs to take a step back and take a look at the wider picture, i.e. what are the external factors that influence a user’s search behaviour? Essentially, what happens in real life can influence our online behaviour. Claudia uses the examples of weather and the influence it specifically has online. For example, during a sunny day, it would be perfectly normal for engagement to increase for BBQs while on a nice day with drizzle, it would also be normal for engagement across Gazebos to increase.\u003C\u002Fp>\n\u003Ch3 id=\"events\">Events\u003C\u002Fh3>\n\u003Cp>Events can also affect user behaviour, events like the Easter weekend, Mother’s Day, EU referendum etc. Anything that’s a significant social event can influence online behaviour. Understanding, for example, that the World Cup is coming up can be really useful in order to allow you to prepare your landing pages around HD-ready, larger televisions.\u003C\u002Fp>\n\u003Ch3 id=\"trends\">Trends\u003C\u002Fh3>\n\u003Cp>Like events, trends can also influence search behaviour. For example, Claudia suddenly found that around July 2016, there were more sales of Argos’ Nintendo DS products. Whilst it was very confusing at first – especially with the console already being around for years – it was the prevalence of PokemonGO that was responsible for this shift. So, if you’re not sure why a certain product has seen an uplift in sales (aside from ranking influence), consider trends. If you’re wondering whether a certain trend around a product is occuring, search the related keyword and Twitter to work out whether there’s hastag around a top-selling product of yours.\u003C\u002Fp>\n\u003Cp>To finish her second segment, Claudia closes on pay day and the real effect this always has on eCommerce stores.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"mixing-metrics\">Mixing Metrics\u003C\u002Fh2>\n\u003Cp>Claudia then moved onto the notion of “mixing metrics”, similar to mixing colours, and how overlaying metrics can give you data more dimensions and power. She defines “Primary Metrics”, like primary colours, to be things like clicks and impressions – factors that cannot be influenced by any other metrics. Secondary metrics were defined to be metrics that were combined with others, for example, conversion rate that is calculated by dividing your amount of sessions with transactions.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"learn-excel\">Learn Excel\u003C\u002Fh2>\n\u003Cp>Claudia finishes her talk urging people to learn Microsoft Excel. Nothing else will give your data as much power as spreadsheets do. If you think you know excel, go back and learn more about it. It’s absolutely fundamental in order to allow you to manipulate and present different datasets. For instance, “=vlookup” and “=sumifs” are particularly useful.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,{"rendered":104,"protected":196},59,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":202,"_yoast_wpseo_metadesc":203,"inline_featured_image":196,"footnotes":5},"BrightonSEO | Claudia Higgins - Getting the most out of the SEO data you can get for free","For her talk at Brighton SEO 2017, Claudia Higgins discussed how to get more out of the data that's available for free. 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I’ve played the guitar for 16 years, played in several touring bands and even graduated in a Music-related subject in July 2012.\u003C\u002Fp>\n\n\n\n\u003Cp>With these two subjects running parallel to one another, I have always been interested in how the two coincide, especially since digitalisation has caused the music industry to entirely overhaul its business model over the past decade or so.\u003C\u002Fp>\n\n\n\n\u003Cp>Although I have met and worked with several ex-music business professionals within the search marketing industry, seldom do I find someone within the music industry who actually utilises the discipline. It’s not like it \u003Cem>hasn’t\u003C\u002Fem> happened, I’m just more likely to find businesses from other sectors first who appreciate the value search marketing can bring to their business. To many music business professionals, it’s as though the world of search remains a mystery.\u003C\u002Fp>\n\n\n\n\u003Cp>I have, therefore, written this post not only out of my personal enjoyment for both subjects, but to inform those who work in music business how they can use search to develop their overall digital strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>The reality is that, although important, social media doesn’t need to be the music business’s sole marketing channel. \u003Ca rel=\"noreferrer noopener\" href=\"#examples\">Numerous case studies\u003C\u002Fa> have occurred that prove the value search can bring to a music business’s bottom line, music marketers just need to better understand the discipline to gauge exactly where it fits within the industry’s marketing funnel. With this in mind, consider this a beginner’s guide to utilising search engine marketing (SEM), and in particular, search engine optimisation (SEO) for the Music Business. I consider this guide to be applicable to both artists and service-based music businesses so you should find it useful wherever you’re positioned within the industry.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-artists-and-music-businesses-should-consider-search-marketing\">Why artists and music businesses should consider search marketing\u003C\u002Fh2>\n\n\n\n\u003Cp>In May 2016, Google revealed that they handle at least \u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Fgoogle-now-handles-2-999-trillion-searches-per-year-250247\" target=\"_blank\" rel=\"noopener\">2 trillion searches per year\u003C\u002Fa>. This equates to 167 billion per month and 5.5 billion per day; an undoubtedly large amount of activity for one website.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to this, search engines are still the primary driver of web traffic, according to SimilarWeb, and constitute \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fseo-audit-startup-whiteboard-friday\" target=\"_blank\" rel=\"noopener\">29% of all referral traffic across the web\u003C\u002Fa>. Although this may seem relatively small at first, it’s a surprising statistic considering that social media only constitutes 6% of all referral traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>When you pair these two statistics together, there can be absolutely no doubt that search engines serve as the primary method of web navigation for all users, everywhere. The rationale for concentrating on Music SEO is therefore fairly self-explanatory: if the majority of web users use search engines to navigate the web, it follows that as music marketers, you need to be there amongst them.\u003C\u002Fp>\n\n\n\n\u003Cp>Another valuable characteristic of search engines is the nature of traffic they refer. Ultimately, it’s targeted traffic straight to your web property. Consumers will use search engines to actively find the services and music you offer, so it’s important to be present on the medium to potentially capture that traffic. Search engines are immediate, delivering your target audience straight to your site.\u003C\u002Fp>\n\n\n\n\u003Cp>A final point that artists and music businesses need to consider is the best practice SEO promotes with regards to digital marketing activity in general. Search marketing is intrinsically related to several marketing disciplines, from general website usability to content marketing, social media and digital PR. By investing in search as a music marketer, it encourages you to become more integrated with your overall digital strategy. \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fhow-to-launch-the-spotify-way\" target=\"_blank\" rel=\"noopener\">Spotify’s launch campaign\u003C\u002Fa> back in 2011 is a great example of this as it used various integrated channels and strategies to help successfully launch its streaming service. Amongst these strategies were influencer marketing and digital PR. It’s funny, therefore, that this was the partial brainchild of a previous SEO, Shakil Khan. \u003Cem>(I appreciate my bias in drawing my own conclusions here; Spotify’s success is obviously attributable to several factors, not just the fact that they have an SEO onboard. However, \u003C\u002Fem>\u003Cem> this should successfully illustrate the point that SEO can allow for more strings to your digital marketing bow.)\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Think of search’s relationship to digital marketing similar to music theory’s relationship to songwriting; those who know it arguably become more well-rounded as a practitioner overall.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"examples\">Examples of music businesses utilising search marketing\u003C\u002Fh2>\n\n\n\n\u003Cp>Some of you may be sceptical of SEO’s existence within the music business so I just wanted to quickly present two case studies that completely debunk this theory. Below are two businesses that have proven to rely on SEO as a channel for audience acquisition.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>\u003Cstrong>Genius Lyrics – \u003Ca href=\"https:\u002F\u002Fgenius.com\u002F\" target=\"_blank\" rel=\"noopener\">https:\u002F\u002Fgenius.com\u002F\u003C\u002Fa>\u003C\u002Fstrong>\u003Cbr>Genius is a song lyric platform that allows their users to read the lyrics of their favourite songs whilst annotating them to explain their meaning and cultural significance. It’s undeniably a great USP and a fantastic method of obtaining user generated content. To date, their catalogue holds approximately over 8.5 million songs.Genius’s utilisation of SEO has been well documented throughout the digital marketing industry. Rightly or wrongly, this was mainly owed to the fact that Google’s Penguin algorithm landed them a penalty back in 2013 for their supposed adoption of \u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Fgoogle-has-officially-penalized-rap-genius-for-link-schemes-180777\" target=\"_blank\" rel=\"noopener\">questionable link schemes\u003C\u002Fa>. This is something they went on to outright refuse in an \u003Ca href=\"https:\u002F\u002Fgenius.com\u002FGenius-founders-open-letter-to-google-about-rap-genius-seo-annotated\" target=\"_blank\" rel=\"noopener\">open letter\u003C\u002Fa> to the search giant themselves. Prior to this, writer Tom Harari had even suggested \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fhow-i-would-do-seo-for-rap-genius\" target=\"_blank\" rel=\"noopener\">on-page SEO strategies for Genius\u003C\u002Fa> in order to boost their organic visibility. Supposedly, Genius actually adopted some of these techniques and after resolving their penguin penalty, they now rank for \u003Cstrong>3.2 million keywords\u003C\u002Fstrong> organically. You can see how this translates to organic traffic below:\n\u003Cp> \u003C\u002Fp>\n\u003Cfigure>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2932\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FdG0hsOkH-organic-traffic-for-genius.com_.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"573\" height=\"207\">\u003C\u002Ffigure>\u003Cp>\u003C\u002Fp>\n\u003Cp>\u003Cem>\u003Cbr>Screenshot taken from SEMRush. Ironically enough, it even looks as though Genius even benefited from Google’s recent Penguin 4.0 update\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fli>\u003Cli>\u003Cstrong>Miloco Studios – \u003Ca href=\"https:\u002F\u002Fmilocostudios.com\u002F\" target=\"_blank\" rel=\"noopener\">https:\u002F\u002Fmilocostudios.com\u002F\u003C\u002Fa>\u003C\u002Fstrong>\u003Cbr>Miloco Studios are the world’s largest provider of recording studios in the world. With an impressive portfolio of clients including the likes of Pink Floyd and Adele, they are undoubtedly a large authority within the audio production industry. They also provide several other audio production services to recording artists, including \u003Ca href=\"https:\u002F\u002Fwww.drumdrops.com\u002F\" target=\"_blank\" rel=\"noopener\">drum loops\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fwww.milocogear.com\u002F\" target=\"_blank\" rel=\"noopener\">recording equipment\u003C\u002Fa>.During my tenure as an SEO executive in a previous life, I was fortunate enough to actually assist Miloco Studios in a website migration project of theirs. The project involved a site redesign, and since this involved the creation of new pages and URLs, a proper 301 redirect plan needed to be put in place to ensure the site successfully maintained its organic positioning within search. Again, SEO is massive channel for the Miloco group, with the studio site ranking for \u003Cstrong>3.5K keywords in the UK alone\u003C\u002Fstrong>. Amongst this profile of keywords includes impressive rankings like #1 for both “\u003Cstrong>recording studio\u003C\u002Fstrong>” and “\u003Cstrong>recording studios london\u003C\u002Fstrong>” – results that no doubt contribute to a serious amount of conversions for the business. Again, I’ve highlighted their organic traffic below:\n\u003Cp> \u003C\u002Fp>\n\u003Cfigure>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2933\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F9yY5QAnb-organic-traffic-for-miloco.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"574\" height=\"217\">\u003C\u002Ffigure>\u003Cp>\u003C\u002Fp>\n\u003Cp>\u003Cem>\u003Cbr>Screenshot taken from SEMRush, highlighting 5K of average monthly sessions for Miloco Studios\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>As a suggestion, a next step for the Miloco Group would be to migrate their numerous web properties, which are all listed \u003Ca href=\"http:\u002F\u002Fwww.miloco.co.uk\u002F\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa>, to single domain. This would serve to consolidate their link authority and consequently boost ranking potential throughout each of their sub-services.\u003Cem>\u003Cbr>\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-do-artists-and-music-businesses-need-to-start\">What do artists and music businesses need to start?\u003C\u002Fh2>\n\n\n\n\u003Cp>A website (or, if absolutely necessary, a mobile app – these rank too). Artists especially have a tendency to only rely on their social media and streaming channels to constitute their online presence. You need somewhere to consolidate all this and somewhere to provide your listeners with a unique experience that provides them with a one-stop-shop for all collateral related to your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>Websites are a powerful piece of real estate that offer an unparalleled amount of flexibility. No other third-party platform will enable you to have that much control over your visual identity and no other platform will allow you to retain that much customer acquisition value. For instance, only you own your shopping cart, the email address and other personal information attainable. With digital marketing, audience data is invaluable so it’s imperative that you own yours. By using a website, you can even remarket to these customers via Google AdWords or paid social media for even longer-term retention and customer value.\u003C\u002Fp>\n\n\n\n\u003Cp>With website creation, I highly recommend avoiding free platforms like Wix and Moonfruit. Instead, opt for more tailored solutions like those available on \u003Ca href=\"https:\u002F\u002Fwordpress.org\u002F\" target=\"_blank\" rel=\"noopener\">WordPress.org\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbandzoogle.com\u002F\">Bandzoogle\u003C\u002Fa>. With Bandzoogle’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.co.uk\u002Fsearch?sourceid=chrome-psyapi2&ion=1&espv=2&ie=UTF-8&q=site%3Ahttps%3A%2F%2Fbandzoogle.com%20%22seo%22&oq=site%3Ahttps%3A%2F%2Fbandzoogle.com%20%22seo%22&aqs=chrome..69i57j69i58.4174j0j4\">tailored support around music SEO\u003C\u002Fa> and WordPress.org’s impressive range of plugins, you’re able to get a far more professional web solution on either of these two platforms that aren’t really present on free website platforms. Your music business and\u002For your band is your livelihood so it’s important to take care of it properly, both online as well as offline.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"applying-search-engines-to-artists-and-bands-wheres-the-opportunity\">Applying search engines to artists and bands – where’s the opportunity?\u003C\u002Fh2>\n\n\n\n\u003Cp>So how can bands incorporate SEO into their digital strategy? With your website now intact, it’s time to consider the opportunity that search engines can offer you.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"keyword-research\">Keyword research\u003C\u002Fh3>\n\n\n\n\u003Cp>The first thing artists need to understand is that \u003Cstrong>search engines are \u003Cem>not\u003C\u002Fem> music discovery tools\u003C\u002Fstrong>. Listeners do not search for queries like “\u003Cstrong>indie rock bands\u003C\u002Fstrong>” or “\u003Cstrong>related artists to X\u003C\u002Fstrong>” in their quest to find new music. Streaming services and social media facilitate these requirements and that’s totally fine.\u003C\u002Fp>\n\n\n\n\u003Cp>With search, the opportunity lies more within branded search. As \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fmusic-seo-2015\" target=\"_blank\" rel=\"noopener\">Dan Shure mentions\u003C\u002Fa>, you need to \u003Cstrong>reduce the friction between the artist and the fan\u003C\u002Fstrong> and this is something search engines can absolutely facilitate. Take, for example, the American electronic band, \u003Ca href=\"http:\u002F\u002Fwww.thisispolica.com\u002F\" target=\"_blank\" rel=\"noopener\">Poliça\u003C\u002Fa> – a band I use throughout this post simply because both their music and web presence is especially awesome. Here’s a summary of what users search for to discover content surrounding this band:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FzewGivbL-Disavow-Tool-Bing-Webmaster-Tools.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5924\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Data extracted from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.google.com\u002Fko\u002FKeywordPlanner\u002FHome\">Google Keyword Planner\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>This reveals the extent of branded search opportunity available through search as well as just how important search engines can be for artists (and in the case of Poliça’s record label, great market research as well!).\u003C\u002Fp>\n\n\n\n\u003Cp>By using Google Keyword Planner and searching for keywords related to other, more established bands, you can start to see the types of topics music fans generally search for. Using the Poliça example from above, we can see that users search for information regarding a band’s music and tour schedule, as well as general information regarding the band itself (implied through the keyword “\u003Cstrong>polica band\u003C\u002Fstrong>”). You can now use this information to begin sculpting your website’s content. Start by creating an “about” page as well as pages regarding your latest album releases and tour schedule. This approach will serve to capture listeners that may one day look for this information.\u003C\u002Fp>\n\n\n\n\u003Cp>You can even go as far as creating dedicated landing pages to each of your songs’ lyrics as users often look for this type of content as well. Below I’ve outlined the search landscape for Poliça’s lyrics to their 2016 single, “\u003Cstrong>Lime Habit\u003C\u002Fstrong>”:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOtnUXQ7S-Keyword-Research-Bing-Webmaster-Tools.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5926\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Despite established lyric services already existing from the likes of AZ Lyrics and Genius, your website\u003Cbr>might still be able to rank amongst these for types of searches. Poliça currently utilise this strategy and the rewards in SERPs are obvious:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FnSvPYBqA-Site-Scan-Bing-Webmaster-Tools.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5928\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Poliça’s site ranks #3 when your search the lyrics to their song, “Lime Habit”\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">As a general rule of thumb, target one topic per page. Several bands often opt for one-page site designs, cramming in lots of information at once. Although this is a convenient and neat approach in terms of design, this will serve to dilute your search engine presence overall. You’re essentially muddling up your information, making each individual topic more difficult to extract. By having a page dedicated to each topic, ie. your releases, your gig listings, your videos, your individual band members, search engines are able to better understand your content. They’re then far more likely to serve this content for a more varied profile of brand-focused queries within search results.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"search-engine-results-page-serp-integrations\">Search Engine Results Page (SERP) Integrations\u003C\u002Fh3>\n\n\n\n\u003Cp>What’s great about Music SEO for artists is the absolute plethora of content Google presents their users for artist-led queries. From the Knowledge Graph to the tour date featured snippet, learning how to encourage these SERP integrations will help your band gain more exposure on search engines. Again, using Poliça as an example, here are some SERP integrations available for artists. Please note, these are visible on both desktop and mobile SERPs;\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"the-knowledge-graph\">The Knowledge Graph\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpolica-knowledge-graph.png\" alt=\"\" class=\"wp-image-5933\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Searching for just “Poliça” on Google will present their Knowledge Graph on the right-hand side\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Google’s Knowledge Graph isn’t exclusive to the music industry for branded searches, but it’s arguably the most detailed in comparison to other industries.\u003C\u002Fp>\n\n\n\n\u003Cp>The graph for artists is absolutely jammed packed with vital information that allows fans to instantly connect with your content via a multitude of your promotional channels. From listening to your band on different streaming services, to following you on Facebook and reading up on your latest release, it’s all attainable through the Knowledge Graph.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"rich-cards-for-albums-and-tour-dates\">Rich Cards for albums and tour dates\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FW0N3gb4q-A-Hypothesis.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5934\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpolica-tour-dates-rich-cards.png\" alt=\"\" class=\"wp-image-5935\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Screenshot illustrating the Rich Cards that are presented to users when they search for information regarding albums and tour dates.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">You can encourage Google to present its Rich Cards feature via various methods, which we’ll discuss later. However, for now, it’s just important to be aware of this functionality. Within the music business, Rich Cards are specifically used to display content surrounding your albums, songs, and tour dates. Again, a great way to connect users directly with your core musical products.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"live-dates-snippet\">Live Dates Snippet\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FqRIFnBZU-LoJCrar2FoNgDl0XI3zrB4r208dy8M6wPTGhJeFZIeqbBfDsu81y1iDf5eNKhEUCOHr_oMkE_wKs682deiWjpg8BW_aSJBuPMT1c7U99SWQOeLRf46vUlLdtxebVFgWOymgg7CAa.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5936\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Screenshots illustrating how Google displays tour dates\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Google present events, such as gigs and tour dates, as snippets similar to the one featured above. This allows your fans to access information about your upcoming gigs when they search for it. Information like venue, address and times are presented along with a pinned location on Google maps to aid the user’s travel. I explain later which platforms are best to use to encourage this functionality.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"social-media-featured-snippets\">Social Media Featured Snippets\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F9SnuICtu-9h58WBK6VX-ZauzOc_bFeljDcknYx5CUb-1pTDMNQ02CyPuPXGgT8s8gTf41lKjNOXu1PZgXBKucPd6xEPv8sq42ZDljW51rELI7isB3S8wImuVumD91k8jNBIJ0HjQy5ykdYfS1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5937\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fe0lDSt2d-aoBlOUX25K8NaB_7zAVQZ9VqISgDielFt2qVMeZAM3I5soa8w9AscvOEEMZXGbpc2GZf03ioqldHNp7YSLzETSHAGSuCsNlANbBTEVTQzk-JJQyTNX40aSB2juyyIqdgDESr_ccQ.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5938\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Screenshots illustrating how Google can display your content from Twitter and YouTube respectively.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Since YouTube is a Google-owned product, it makes sense that they pull content through from their video sharing platform to their search engine results page. It adds another integration to the SERPs and provides their users with increased usability. The Twitter carousel only started appearing in SERPs from 2015 after a \u003Ca href=\"http:\u002F\u002Fsearchengineland.com\u002Feverything-need-know-google-twitter-partnership-216892\" target=\"_blank\" rel=\"noopener\">formal partnership\u003C\u002Fa> was made between Google and the social networking service.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"lyric-featured-snippet\">Lyric Featured Snippet\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FjE16fl7Q-dlDV5LwDhmDU8e05-sMXyl8EgVui8QaxS8KAxjIVYVI-jYJ-IRbgjdGjIGGlt3VVYGD3XVvm9DMq9Jnof3VAIRGEtzsCusZnAMHsE5EwbF_I3sFU76sIG70CYF1ZOgNuzSaA2lfG.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5939\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Screenshot above displaying the lyrics Featured Snippet in Google\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">Although you can rank organically for lyrical-based searches, Google will sometimes dominate this search topic by opting to display the lyrics snippet. These types of snippets were first discovered in 2014 and were poised to ruin lyric sites, like those from the aforementioned Genius and AZ Lyrics.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"\"> \u003C\u002Fh3>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-can-artists-exploit-serp-integrations\">How can artists exploit SERP integrations?\u003C\u002Fh3>\n\n\n\n\u003Cp class=\"has-text-align-left\">The amount of SERP integrations available to artists is admittedly a little daunting. Amongst all the other responsibilities an independent artist needs to take care of, it looks as though bands now need to concern themselves with practices related to web design as well. Thankfully, this isn’t necessarily the case. Encouraging these integrations for your band isn’t overly difficult and requires very little technical implementation. Many are even concerned with simple digital marketing\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">Encouraging these integrations for your band isn’t actually overly difficult and requires very little technical implementation. Many are even concerned with simple digital marketing practices. Bear in mind, the operative word here is “encourage”. Unfortunately, due to the nature SEO, you can never guarantee anything. You can only increase signals that you know Google’s algorithm looks for in order to achieve the results you require. With this in mind, utilise the following processes to influences more SERP integrations for your band:\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"adopt-a-unique-artist-name\">Adopt a unique artist name\u003C\u002Fh4>\n\n\n\n\u003Cp>It may sound obvious but this consideration is often overlooked. Without compromising your artistic integrity, you need to consider an artist name that’s as unique as it can be. Try to avoid anything that could be semantically associated with something else. Not only does this make it more difficult to be found on other music services, you’ll also need to work harder to encourage Google to understand that, contextually, searchers mean your band when they search for you, not other related entities.\u003C\u002Fp>\n\n\n\n\u003Cp>Don’t get me wrong, it can certainly be done – look at the band “\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.co.uk\u002Fsearch?q=elbow&oq=elbow&aqs=chrome..69i57j69i59j0l4.2346j0j7&sourceid=chrome&ie=UTF-8\">\u003Cstrong>elbow\u003C\u002Fstrong>\u003C\u002Fa>”, for example. When you search for “\u003Cstrong>elbow\u003C\u002Fstrong>“, you’ll notice that Google knows that you mean the Manchester-based rock band, not the joint. This is to do with various ranking and user intent data Google has. Although it is achievable, it’s much harder to influence this, especially for newly formed bands. You can encourage being more contextually identifiable immediately by opting for names that are longer than one word in length. This will allow you to rank for your band name more easily and obtain that all-important Knowledge Graph much quicker.\u003C\u002Fp>\n\n\n\n\u003Cp>From there, you need to ensure that your band name is consistent wherever it’s printed on the web. In the case of Poliça, this should always be formatted with the latin script “ç” to further strengthen the relationship between the word and the band.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"create-profiles-on-both-wikipedia-and-musicbrainz\">Create profiles on both Wikipedia and MusicBrainz\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FLh8ICVgr-oa0koMJYav2BmledwybsbgJsEu8yOnrQPQAL_2Ulp6A7_izErcRX60ywVcn2ii_yBpOvZS-D0LTihIicUq6HrZg7zEU76JtOKCZgQb7d76bFmoCpOdFnn5y24snmNBTV9TZLDioE.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5940\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>SEO is as much about off-page signals as it is about on-page signals and this piece of advice is a perfect example of that. Google explicitly states in their \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fguides\u002Fmark-up-listings#troubleshooting-events-in-knowledge-graph-cards\" target=\"_blank\" rel=\"noopener\">guidance notes\u003C\u002Fa> that, in order for you to promote visibility in the Knowledge Graph, you need to try and create profiles for your band on both Wikipedia and MusicBrainz. Although this may be difficult to do initially, it’s something you can aspire to do as your band increases its industry profile. You can read inclusion criteria for Wikipedia \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FWikipedia:Notability_(music)\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa> and for MusicBrainz \u003Ca href=\"http:\u002F\u002Fmusicbrainz.org\u002Fdoc\u002FHow_to_Contribute\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa>. Again, this will help your band’s profile to be pulled into the Knowledge Graph, in particular, the information about your band’s website address, biography, band members and genre\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"create-profiles-on-relevant-google-properties\">Create profiles on relevant Google properties\u003C\u002Fh4>\n\n\n\n\u003Cp>Although this approach hasn’t been confirmed by Google, the rationale for it is completely sound. If your band is already a part of Google’s ecosystem, it’s more likely that its search algorithm will better recognise and understand you as a band. From there, it’ll find it easier to pull your content through in SERPs. It’s clear that multi-platform integrations in SERPs are a key focus for Google and it’s no coincidence that Google-owned properties are at the forefront of that. In particular, I’m referring to Google Play Music’s catalogue being used in the album release Rich Cards and Youtube videos being used for their own featured snippets (as seen previously). To trigger this functionality, it follows that your content needs to be presented properly on these platforms with the relevant information properly tagged. Although you can upload YouTube videos yourself quite easily, you can use digital distribution services like those from \u003Ca href=\"https:\u002F\u002Fspinnup.com\u002Fgb\u002F\" target=\"_blank\" rel=\"noopener\">Spinnup\u003C\u002Fa> to become listed on Google Play Music.\u003C\u002Fp>\n\n\n\n\u003Cp>Don’t forget about creating a brand profile on Google+, either. I appreciate this platform’s usage has substantially decreased over the years, but to reinforce Dan Shure’s sentiment, I would also be surprised if this data isn’t also used by Google to influence the Knowledge Graph results.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"use-the-approved-third-party-platforms-to-list-live-dates\">Use the approved third-party platforms to list live dates\u003C\u002Fh4>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FYYuz2jCa-vNp7s075ncD3LEPJb_F521MpvxyksOsF2FTenU1dJGswo1c76yOyjl67K9AzmqaGIP_h4szmCUe5Zm6TJgq6SD2Uqw7uQjrv7rGCKWAjNtw3A72eS3TyVnLQ0yIfSuqpZ4bSSgxc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5941\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>Google uses information from approved third-party platforms to list live dates. These dates are recommended due to their implementation of schema markup\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to the streaming and downloading of music, performing live is obviously another revenue channel for active bands. It’s important, therefore, that your tour dates are listed and maintained regularly on your site. Instead of creating a bespoke module that allows you to input your tour dates manually, it’s a better use of time to use a third-party platform. These then enable you to have a single location to input your tour dates. From there, your tour dates will appear consistently across all your marketing channels that use the third-party platform.\u003C\u002Fp>\n\n\n\n\u003Cp>Although several third-party gig platforms exist, for the purposes of Music SEO, I recommend using \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fdata-types\u002Fevents#supported_markup_widgets_and_plugins\" target=\"_blank\" rel=\"noopener\">platforms that come recommended by Google\u003C\u002Fa>. This list includes the likes of \u003Cstrong>GigPress\u003C\u002Fstrong>, \u003Cstrong>Songkick\u003C\u002Fstrong>, \u003Cstrong>Bandsintown\u003C\u002Fstrong>, \u003Cstrong>BandPage\u003C\u002Fstrong> and \u003Cstrong>Reverbnation\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>These types of sites all use the schema.org markup, “\u003Ca href=\"http:\u002F\u002Fschema.org\u002FMusicEvent\" target=\"_blank\" rel=\"noopener\">MusicEvent\u003C\u002Fa>” which allow search engines to better understand key information about each of your live gig listings. By incorporating this type of markup with each event listings, search engines can display the data as featured snippet as displayed above.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"sign-up-to-lyricfind\">Sign up to LyricFind\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Ca href=\"http:\u002F\u002Fwww.lyricfind.com\u002Findex.php?id=224\" target=\"_blank\" rel=\"noopener\">Google partnered with LyricFind\u003C\u002Fa>, the world’s largest lyric licensing service, in June 2016. The partnership allowed Google to have access to the company’s lyrics database in order to populate the lyric snippets we outlined previously. With this type of data, Google could now facilitate heightened usability for millions of additional lyric-based searches. Google also uses data from LyricFind to display lyrics in their Play Music app.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to obtain the lyric snippet, you need to submit your lyric content to LyricFind. Thankfully, this is actually quite simple, that is if your publishing company haven’t done this for you already. Below is the recommendation lifted directly from LyricFind:\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003Cp>If you are a copyright holder submitting content for your own catalog, please email us at publisher@lyricfind.com. We will coordinate with you to ensure a smooth process for a large amount of content. For small submissions, please email content@lyricfind.com.\u003C\u002Fp>\u003C\u002Fblockquote>\n\n\n\n\u003Cp>With your music on Google Play Music and your lyrics now submitted to LyricFind, this should be enough to encourage Google to display your lyrical content within their lyric snippet.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"be-active-on-social-media\">Be active on social media\u003C\u002Fh4>\n\n\n\n\u003Cp>In order to have your social media profiles pulled into the Knowledge Graph, it follows that you actually need to be active on the related platforms. We’ve already discussed the importance of YouTube and Google+ so now it’s time to ensure you have all your other accounts ready. Twitter and Facebook are obviously vital, but it’s also common for Instagram to be pulled through as well. To encourage social icons into your Knowledge Graph, this the bare minimum you need to do.In addition to having increased detail on the Knowledge Graph, a Twitter profile will also enable you to exploit the Twitter carousel that can sometimes appear in SERPs for branded searches, as displayed earlier.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition to having increased detail on the Knowledge Graph, a Twitter profile will also enable you to exploit the Twitter carousel that can sometimes appear in SERPs for branded searches, as displayed earlier.\u003C\u002Fp>\n\n\n\n\u003Cp>For best practice, try and have your social media sites navigable via a similarly formatted URLs to that of your website address. For example, if your domain is thisispolica.com, your Facebook and Twitter account should be discoverable via \u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fthisispolica\" target=\"_blank\" rel=\"noopener\">facebook.com\u002Fthisispolica\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fthisispolica\" target=\"_blank\" rel=\"noopener\">twitter.com\u002Fthisispolica\u003C\u002Fa> respectively. Again, this will again help search engines understand the connection between your social media profiles, your website and your band name.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"introduce-schema-markup-for-artists\">Introduce schema markup for artists\u003C\u002Fh4>\n\n\n\n\u003Cp>To increase the likelihood of your information being pulled into SERPs, the final piece of the puzzle for artists is the implementation of \u003Ca href=\"http:\u002F\u002Fschema.org\u002F\" target=\"_blank\" rel=\"noopener\">schema.org\u003C\u002Fa>. Although the other pieces of advice listed previously were relatively simply to implement, unfortunately, schema.org does come with an element of technical know-how.\u003C\u002Fp>\n\n\n\n\u003Cp>Schema.org, or more commonly referred to as simply “\u003Cstrong>schema\u003C\u002Fstrong>”, is a form of markup language that was \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FSchema.org\" target=\"_blank\" rel=\"noopener\">introduced by all the major search engines in 2011\u003C\u002Fa>. The language enables site owners to “tag” their content in a pattern that enables search engines to better understand it. For example, using schema.org, you can identify to search engines that your band is, in fact, a band, and that your latest release is, in fact, an album. Whilst thousands of schemas exist pertaining to several different industries, only a few relate to the music industry.\u003C\u002Fp>\n\n\n\n\u003Cp>We have already looked at the “\u003Cstrong>MusicEvent\u003C\u002Fstrong>” schema in the live dates section so I’m now going to spend some time looking at other schemas relevant to the music business, i.e. the “\u003Cstrong>MusicGroup”\u003C\u002Fstrong> and “\u003Cstrong>MusicAlbum\u003C\u002Fstrong>” schema.\u003C\u002Fp>\n\n\n\n\u003Ch5 class=\"wp-block-heading\" id=\"musicgroup-http-schema-org-musicgroup\">MusicGroup – \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fschema.org\u002FMusicGroup\">http:\u002F\u002Fschema.org\u002FMusicGroup\u003C\u002Fa>\u003C\u002Fh5>\n\n\n\n\u003Cp>This schema allows you to list all basic information about your band, including your band name, website address, logo and press shot. The “sameAs” tag is particularly noteworthy here as you can use this field to list all your social media profiles. Utilising this tag serves to increase the chances of your social media profiles appearing in the Knowledge Graph.\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode><script type='application\u002Fld+json'>\n {\n \"@context\": \"http:\u002F\u002Fwww.schema.org\",\n \"@type\": \"MusicGroup\",\n \"name\": \"Poliça\",\n \"url\": \"http:\u002F\u002Fwww.thisispolica.com\u002F\",\n \"sameAs\": [\n \"https:\u002F\u002Fwww.facebook.com\u002Fthisispolica\",\n \"https:\u002F\u002Ftwitter.com\u002Fthisispolica\"\n ],\n \"logo\": \"http:\u002F\u002Fcdn.shopify.com\u002Fs\u002Ffiles\u002F1\u002F0219\u002F6940\u002Fproducts\u002FPolicaUC_Cover_RGB_large.png?v=1446770644\",\n \"image\": \"https:\u002F\u002Fstatic1.squarespace.com\u002Fstatic\u002F534eeaf9e4b066e96f6d742d\u002Ft\u002F5532685ce4b0a33a05a96793\u002F1429366877848\u002F?format=750w\"\n }\n <\u002Fscript>\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Cp>This snippet can be featured on every page of your band’s source code, but at a bare minimum, needs to appear the source code of the homepage.\u003C\u002Fp>\n\n\n\n\u003Ch5 class=\"wp-block-heading\" id=\"musicalbum-http-schema-org-musicalbum\">MusicAlbum – \u003Ca href=\"http:\u002F\u002Fschema.org\u002FMusicAlbum\" target=\"_blank\" rel=\"noopener\">http:\u002F\u002Fschema.org\u002FMusicAlbum\u003C\u002Fa>\u003C\u002Fh5>\n\n\n\n\u003Cp>The music album schema is used to identify to search engines exactly that, music albums. Although this schema can be found on the site of Apple Music, you can also use it on your own site to further encourage your music to be displayed in SERPs via Google’s Rich Cards.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FHCo1mPzd-Qb6ZycF82_KVXlYtyl6G9YpRJP1E1NvYavTr-LPYLMv_SZkRwPIYurpotD2FpyL5XkOg_SXogEJsQVnAinbU3_Fjilk8S-Tq6BaSDjE7JkHvSFWP_k_kIIfudJxJpIxMR6nD1lEc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5942\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>As previously mentioned, schema for artists and bands is a relatively complex area, especially with regards to implementation. If your site is powered by WordPress.org then plugins will be available that can faciliate schema implementation for you. Otherwise, have a read of \u003Ca href=\"https:\u002F\u002Fbandzoogle.com\u002Fblog\u002Fhow-to-optimize-your-band-schema\" target=\"_blank\" rel=\"noopener\">Bandzoogle’s dedicated guide\u003C\u002Fa> on optimising your band’s schema for more information.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"applying-search-engines-to-the-music-business-a-shift-back-to-normality\">Applying search engines to the music business; a shift back to normality\u003C\u002Fh2>\n\n\n\n\u003Cp>Whilst search engines are not discovery tools for artists and bands, they can be used as discovery tools for music businesses. Here the funnel flips back to normal, with SEO serving the same benefits to a music business as perhaps social media does.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s use the consumer journey towards purchasing a monthly subscription to the music streaming service, Spotify, as an example. As with any consumer journey, there are going to be three distinct phases to making a conversion, these are \u003Cstrong>awareness\u003C\u002Fstrong>, \u003Cstrong>consideration\u003C\u002Fstrong> and \u003Cstrong>conversion\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FCG1Etv9s-IRBUxQ-i3Rob2Ph6XGZ5w5GgB-fYuQN4CWQ0k6NCBpFrkSHVIvU891epEeILE4K1ESS_iVCSxtya2j9_dFIVFzdu9nFhOlJb65pDOL0m39RQHR6VPCHp8d4FWZZJfGFKMTBUlTWt.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5943\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>You may have also seen the consumer journey being referred to as \u003Cstrong>see\u003C\u002Fstrong>, \u003Cstrong>think\u003C\u002Fstrong> and \u003Cstrong>do\u003C\u002Fstrong>, as per Avinash Kaushik’s original identification\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"phase-1-awareness-the-user-types-in-music-streaming-services\">Phase #1 – Awareness – the user types in, “music streaming services”\u003C\u002Fh3>\n\n\n\n\u003Cp>At the beginning of the consumer journey, the user appreciates that music streaming services exist but they’re not aware which products are available on the market. The user inputs “music streaming services” into Google to discover more about the technology. The websites listed explain what a music streaming service is and what options are available on the market.\u003C\u002Fp>\n\n\n\n\u003Cp>“\u003Cstrong>music streaming services\u003C\u002Fstrong>” receives 8,100 searches per month in the UK on Google.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"phase-2-consideration-the-user-types-in-spotify-vs-apple-music\">Phase #2 – Consideration – the user types in, “spotify vs apple music”\u003C\u002Fh3>\n\n\n\n\u003Cp>The user has now researched the market, they’re potentially keen on investing in some type music streaming software but they’re unsure which. Several options exist from several different providers. To narrow down their search, they input “spotify vs apple music” into Google. The results list the differences in each platform, including price plans, audio streaming quality and catalogue size, to allow the user to make an informed purchase decision.\u003C\u002Fp>\n\n\n\n\u003Cp>“\u003Cstrong>spotify vs apple music\u003C\u002Fstrong>” receives 22,200 searches per month in the UK on Google.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"phase-3-conversion-the-user-types-in-spotify-subscriptions\">Phase #3 – Conversion – the user types in “spotify subscriptions”\u003C\u002Fh3>\n\n\n\n\u003Cp>The user has now decided to go with Spotify’s software and heads for purchase. They type in “spotify subscriptions” to make one final decision on which version of Spotify they would like to purchase. Once they have decided which subscription option is best suited to them, they add to that package to their basket and purchase Spotify as their music streaming solution.\u003C\u002Fp>\n\n\n\n\u003Cp>“\u003Cstrong>spotify subscriptions\u003C\u002Fstrong>” receives 720 searches per month in the UK on Google.\u003C\u002Fp>\n\n\n\n\u003Cp>The example above clearly identifies how SEO can facilitate the entire consumer journey. It also reveals why so many business owners use the channel to encourage growth within their business. With enough resource and focus, SEO is malleable and can help facilitate whatever objectives you want it to achieve.\u003C\u002Fp>\n\n\n\n\u003Cp>With music SEO catering to all three phases of the purchase process, this immediately opens up non-branded keyword opportunities. These are search queries that are non-specific and concerned with your general service areas. This is actually where the main differential between SEO for artists and SEO for music businesses lies; whilst artists only need to concentrate on branded keywords, music businesses can also target non-branded keywords as a means of attracting business. Let’s discuss how a music business can achieve this now.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"start-with-keyword-research\">Start with keyword research\u003C\u002Fh3>\n\n\n\n\u003Cp>Keyword research is the bread and butter of SEO and your music business can use the discipline to inform your site’s content structure. This is the process of identifying exactly which pages your site needs in order to perform well in search. The premise of keyword research simple; if there’s search volume around a relevant topic, your site needs to include a page to properly target the keyword.\u003C\u002Fp>\n\n\n\n\u003Cp>At this juncture, you can jump back to Google’s Keyword Planner to discover exactly what topics users are searching for around your music business service. Start by entering your seed keyword(s), i.e. those that are most summative of your music business, to see what other topics may be relevant to include.\u003C\u002Fp>\n\n\n\n\u003Cp>For sake of argument, let’s conduct keyword research for a music business that offers something simple, for example, a recording studio for musicians and bands based in Bristol. To begin, input “\u003Cstrong>recording studio\u003C\u002Fstrong>” and “\u003Cstrong>recording studio bristol\u003C\u002Fstrong>” into Google Keyword Planner to determine what other topics your site could talk about. Below is an example of what your output could typically look like:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cb>Keyword\u003C\u002Fb>\u003C\u002Ftd>\u003Ctd>\u003Cb>Avg. Monthly Searches\u003C\u002Fb>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">recording studio \u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">135000\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">audio mastering\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">2400\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">mixing and mastering\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">2400\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">online mixing\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">2400\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">music mastering\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">880\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">mastering services\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">720\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">recording studio bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">260\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">bristol recording studios\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">170\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">rehearsal rooms bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">90\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">recording studios in bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">70\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">music mixing services\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">70\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">practice rooms bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">50\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">bristol recording and voice studios\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">30\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">studio hire bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">30\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">music studios in bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">20\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>With this list of topics, your site can now become immediately more informed. You can begin to create content with purpose as you know what the online market looks like for these types of services within the UK.\u003C\u002Fp>\n\n\n\n\u003Cp>At this point, you can start considering the best approach to capture these keywords on your site. Again, I’ve included an example below of how this can be arranged:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cb>Keyword\u003C\u002Fb>\u003C\u002Ftd>\u003Ctd>\u003Cb>AMS\u003C\u002Fb>\u003C\u002Ftd>\u003Ctd>\u003Cb>Format\u003C\u002Fb>\u003C\u002Ftd>\u003Ctd>\u003Cb>Content idea\u003C\u002Fb>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">recording studio\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">135,000\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Homepage\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">To be used amongst the homepage, along with “bristol” qualifier to make search performance more realistic. \u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">audio mastering\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">2,400\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page – child\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Core service page where artists mix with engineer\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">mixing and mastering\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">2,400\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page – parent\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page to house mixing and mastering services\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">online mixing\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">2,400\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page – child\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Core service where the artist is not present during the mixing process\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">mastering services\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">720\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page – child\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">There’s space to target this in conjunction with “audio mastering”\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">recording studio bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">260\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Homepage\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">To be included amongst my homepage as my main target keyword\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">rehearsal rooms bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">90\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page – parent\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Space permitting, I could also offer rehearsal rooms?\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">practice rooms bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">50\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page – parent\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Use on-page as a synonym to “rehearsal room”\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">bristol recording and voice studios\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">30\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page – child\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Could “voice studios” be a separate service? Purely to attract voice recording\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">studio hire bristol\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">30\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Service page- parent\u003C\u002Fspan>\u003C\u002Ftd>\u003Ctd>\u003Cspan style=\"font-weight: 400;\">Core service page where recording artists can hire the studio with no engineer.\u003C\u002Fspan>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>With these additional notes, your music business can now start to take shape amongst its search engine landscape. You know what service pages to include because you know how users are searching for them. From here, you can begin a process of optimising each service page.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"next-create-well-optimised-dedicated-service-pages\">Next, create well optimised, dedicated service pages\u003C\u002Fh3>\n\n\n\n\u003Cp>Music SEO is essentially categorised into two schools of activity; content creation and content promotion. This section deals with the former, identifying how to create content that is optimised so search engines can better understand it.\u003C\u002Fp>\n\n\n\n\u003Cp>When a search engine crawls your site, it looks at several different on-page factors to determine how well each page on your site should rank in SERPs. As a music business marketer, it’s your job to know what these are. Let’s break some key on-page optimisations considerations down:\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"title-tags-and-meta-descriptions\">Title tags and meta descriptions\u003C\u002Fh4>\n\n\n\n\u003Cp>These are the elements that encompass your presence in SERPs. The blue title is referred to as the “\u003Cstrong>title tag\u003C\u002Fstrong>” whilst the description below is known as the “\u003Cstrong>meta description\u003C\u002Fstrong>”. How these elements are constructed can actually play a significant role in your ranking performance so it’s important that these are both keyword optimised and written persuasively. When optimising a web page for search, these two tags should always be your first port of call. Below is an example of a well-constructed title tag and meta description from Attic Attack Studios, a recording studio based in Bristol:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FUSsAcztV-lRZ27MTm2-VHxirci7RrrUqRBR-ibwstwLqFtPg3YI5ndqGKlp5J5ZpY_KTpObBnQON5In310trC-BQODJN8I3yqYPgU1pDgcprcgLhYvkaF2lUH7U_4SpV44lccsuRTSi8LYa_r.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5944\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"urls\">URLs\u003C\u002Fh4>\n\n\n\n\u003Cp>Your website URLs are another element that are presented in SERPs and play an equally important role in determining how well your pages will perform in search. With URLs, it’s simply a case of ensuring they’re summative, concise and include whatever keyword you’re attempting to target within them. Below is an example of a well-optimised URL from Real World Studios in Bath, targeting the service keyword “\u003Cstrong>eMixing\u003C\u002Fstrong>”:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fscott-graham-OQMZwNd3ThU-unsplash-1-scaled-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5945\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"body-copy\">Body Copy\u003C\u002Fh4>\n\n\n\n\u003Cp>This simply comes down to the words you include on the page. As well as making your copy keyword optimised, it needs to read naturally and written primarily for users in mind, not search engines. Also, consider synonyms to make your topic relevancy varied. If you’re talking about “\u003Cstrong>recording studios\u003C\u002Fstrong>”, it makes sense to also include associated topics like “\u003Cstrong>audio production\u003C\u002Fstrong>”, “\u003Cstrong>acoustically treated\u003C\u002Fstrong>” and “\u003Cstrong>the studio environment\u003C\u002Fstrong>” as these are phrases users and search engines expect to see amongst the wider topic of recording studios.\u003C\u002Fp>\n\n\n\n\u003Cp>Although there are several on-page considerations to consider, the three points above give music marketers a great starting point for conducting on-page SEO. The key takeaway here is to be explicit in what you’re targeting whilst also catering your content with the user primarily in mind. It’s also important to remain on the ethical side of content creation; Google’s algorithm is developed by engineers with PhDs so it can identify when you’re attempting to use spammy web practices!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"finally-gain-amplification-through-digital-pr\">Finally, gain amplification through Digital PR\u003C\u002Fh3>\n\n\n\n\u003Cp>Arguably the biggest SEO ranking factor for any business, regardless of whether or not it’s positioned in the music industry, is your off-page profile. This comes down to how frequently you’re talked about online and by whom. Search engines need a way of ranking websites based on trustworthiness and popularity so they use off-page signals to do this. In particular, they’re looking for features, mentions and, most importantly, backlinks so the most ethical and viable way of achieving this is through Digital PR.\u003C\u002Fp>\n\n\n\n\u003Cp>Once your music business’s website is set up and optimised for search, you need to construct a Digital PR strategy in order to acquire these features and backlinks. Only then will your website truly gain visibility in SERPs.\u003C\u002Fp>\n\n\n\n\u003Cp>To do this, consider breaking your music business down into stories and talking points. Essentially, what you need to ask yourself is, “what can you talk about that relevant journalists and editors will find interesting?“. This can be anything, from talking about yourself as a music business start-up or even contributing opinion pieces, how-tos or case studies to relevant music industry press. Although this is arguably the hardest element of search marketing, it’s also the most rewarding part when executed properly. Additionally, getting your business featured in relevant publications is not only beneficial to your search engine visibility, it’s also important for general brand awareness, too. This harks back to my previous point where utilising SEO can benefit several channels of your marketing funnel, not just search rankings themselves.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"rounding-it-up\">Rounding it up\u003C\u002Fh2>\n\n\n\n\u003Cp>Hopefully, this serves as a good introduction to the world of Music SEO for both sides of the music business fence; artists and music businesses alike. For bands, it’s about realising the opportunity with branded search. Your listeners may discover you on streaming services, social media or by seeing you play live, but you can use search engines to reduce the friction between the artist and the fan. For music businesses, you can use search engines in order to be found for the services you offer. Whether you’re a covers band or music producer, users search for businesses like yours so it’s equally as important to be optimised for both non-branded keywords as well as branded keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>What experiences have you had implementing Music SEO? Start the discussion below by sharing any challenges you’ve faced ?\u003C\u002Fp>\n",{"rendered":115,"protected":196},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":498,"_yoast_wpseo_metadesc":499,"inline_featured_image":196,"footnotes":5},"Music SEO | How the music business can use search marketing","Discover how Music SEO can become a viable marketing channel for businesses & artists within the music 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the learning curve associated to a new CMS and then there’s the learning curve associated to the \u003Cem>Magento\u003C\u002Fem> CMS. It’s an unwieldy beast, no doubt. \u003C\u002Fp>\n\n\n\n\u003Cp>Even experienced developers would acknowledge that, let alone search engine marketers. In fact, it’s only really been the past couple of months that I’ve managed to get my head around the platform, from an SEO perspective anyway (if anyone was to ask me anything beyond that, I’d be sure to slip up, immediately running off to our dev team for help).\u003C\u002Fp>\n\n\n\n\u003Cp>So, after having to resolve a series of specific Magento SEO-related queries, I decided to relay the techniques here in a comprehensive Magento SEO guide. Granted, the SEO principles that these approaches pertain to are relatively simple – the adding of a title tag to a CMS page, for instance – but actually finding where, and how, to execute these principles in Magento is an entirely different story.\u003C\u002Fp>\n\n\n\n\u003Cp>This blog post unpacks a series of how-tos, related directly to fundamental Magento SEO, to ensure your eCommerce store has the framework in place to be properly optimised for search engines.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"editing-global-html-head-settings-in-magento\">Editing global HTML Head settings in Magento\u003C\u002Fh2>\n\n\n\n\u003Cp>First things first; how to edit site-wide settings that pertain to your HTML head. As many of you know, this is the part of a webpage that’s packed full of SEO tags, from your title tags and meta descriptions to your social tags and canonical tags. It’s therefore important to know where the global settings for this lie within Magento.\u003C\u002Fp>\n\n\n\n\u003Cp>Navigate to Magento’s \u003Cstrong>Design\u003C\u002Fstrong> page under \u003Cstrong>System > Configuration > General > HTML Head\u003C\u002Fstrong> and you’ll find various <head> settings that are customisable at a site-wide level.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fluke-chesser-CxBx_J3yp9g-unsplash-2-scaled-1.jpg?auto=compress%2Cformat&q=90\" alt=\"html-head-magento\" class=\"wp-image-5525\" width=\"642\" height=\"503\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>For example, you may be interested in setting your title tag’s suffix site-wide, for example, “ \u003Cstrong>| My Online Store\u003C\u002Fstrong> ”. You can state this using the \u003Cstrong>Title Suffix\u003C\u002Fstrong> field.\u003C\u002Fp>\n\n\n\n\u003Cp>Conversely, you may want to remove any default settings that are interfering with your optimisation efforts at page-level. Remove these by simply deleting the values within their corresponding fields.\u003C\u002Fp>\n\n\n\n\u003Cp>You can also upload your site’s favicon here which helps to boost the aesthetics and trust signals across your website.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-custom-meta-data-via-xml-markup-in-magento\">Adding custom meta data via XML markup in Magento\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"title-tags\">Title Tags\u003C\u002Fh3>\n\n\n\n\u003Cp>The Magento CMS splits its page types into two overarching categories: Catalog pages, i.e. category pages and product pages, and CMS pages. A CMS page is essentially any page that is not directly Ecommerce-related, for example, your homepage or your “About Us” page.\u003C\u002Fp>\n\n\n\n\u003Cp>Although category pages and product pages allow for complete meta data to be optimised within their own respective UIs, CMS pages only supply data fields for meta descriptions and meta keyword tags. These can be found within the \u003Cstrong>Meta Data\u003C\u002Fstrong> tab of a CMS page.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fluke-chesser-CxBx_J3yp9g-unsplash-2-scaled-3.jpg?auto=compress%2Cformat&q=90\" alt=\"A screenshot of Magento's Meta Data fields\" class=\"wp-image-5527\" width=\"674\" height=\"181\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>A dedicated title tag field is, therefore, entirely missing. Instead, the CMS page’s title tag corresponds to the \u003Cstrong>Page Title\u003C\u002Fstrong> field, i.e. the h1 tag, found on the initial Page Information tab.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fpage-title-field-magento.png\" alt=\"A screenshot of Magento's Page Title field\" class=\"wp-image-5528\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>So, to create an individually optimised title tag that doesn’t correspond with your page title, enter the below snippet of XML markup into \u003Cstrong>Page Layout XML\u003C\u002Fstrong> (found under \u003Cstrong>Design\u003C\u002Fstrong> on a CMS page).\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode><reference name=\"head\">\u003Cbr>\n<action method=\"setTitle\"><title>\u003Cstrong>Input Title Tag here | Online Store\u003C\u002Fstrong><\u002Ftitle>\u003Cbr>\n<\u002Faction>\u003Cbr>\n<\u002Freference>\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"meta-description\">Meta Description\u003C\u002Fh3>\n\n\n\n\u003Cp>For quick reference, I’ve also outlined how you override the meta description via XML markup below. Similar to titles, this also goes into the \u003Cstrong>Page Layout XML\u003C\u002Fstrong> field.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode><reference name=\"head\">\u003Cbr>\n<action method=\"setDescription\" translate=\"title\">\u003Cbr>\n<title>\u003Cstrong>Insert your new meta description below\u003C\u002Fstrong><\u002Ftitle>\u003Cbr>\n<\u002Faction>\u003Cbr>\n<\u002Freference>\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-meta-robots-tags-via-xml-markup-in-magento\">Adding meta robots tags via XML markup in Magento\u003C\u002Fh2>\n\n\n\n\u003Cp>For Catalog and CMS page, the \u003Cstrong>Layout Update XML\u003C\u002Fstrong> field under \u003Cstrong>Design\u003C\u002Fstrong> offers great flexibility for Magento SEO that actually goes beyond editing your meta data.\u003C\u002Fp>\n\n\n\n\u003Cp>To add any meta robots tag you wish via \u003Cstrong>Layout Update XML\u003C\u002Fstrong>, copy and paste the below XML markup:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode><reference name=\"head\">\u003Cbr>\n<action method=\"setRobots\"><value>\u003Cstrong>NOINDEX,FOLLOW\u003C\u002Fstrong><\u002Fvalue><\u002Faction>\u003Cbr>\n<\u002Freference>\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Cp>Although this markup will add a \u003Ccode>“noindex, follow”\u003C\u002Fcode> meta robots tag to your corresponding page, editing the directives within the value brackets will allow you to include any meta robots tag you desire.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"managing-301-redirects-in-magento\">Managing 301 redirects in Magento\u003C\u002Fh2>\n\n\n\n\u003Cp>Outside of editing your .htaccess file, here are some methods of 301 redirecting within the Magento CMS.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-permanent-redirect-checkbox-%e2%9c%85\">The permanent redirect checkbox ✅\u003C\u002Fh3>\n\n\n\n\u003Cp>Redirecting page URLs in Magento is actually really easy, more so than some platforms. For Catalog pages especially, all you need to do is define your new URL destination and, as long as you have the \u003Cstrong>Create Permanent Redirect for old URL\u003C\u002Fstrong> checkbox ticked, Magento will automatically redirect your old URL to your new URL.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fd2S0JQUX-Screenshot-2020-07-30-at-12.14.40.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot of the permanent redirect checkbox in Magento\" class=\"wp-image-5530\" width=\"733\" height=\"38\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"url-rewrite-management\">URL Rewrite Management\u003C\u002Fh3>\n\n\n\n\u003Cp>However convenient the above functionality is, there may come a time where you wish to alter some redirects you created, for instance, to reduce the amount of redirect chains occurring.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to do that, you need to know where all these redirects are stored. Head over to \u003Cstrong>Catalog\u003C\u002Fstrong> in Magento’s main navigation and click \u003Cstrong>URL Rewrite Management\u003C\u002Fstrong>. Here, you can alter any previous redirects you created. Simply use the search fields (\u003Cstrong>Request Path\u003C\u002Fstrong> and \u003Cstrong>Target Path\u003C\u002Fstrong>, in particular) to find the redirect that needs altering and click \u003Cstrong>Edit\u003C\u002Fstrong> (found on the left-hand side, underneath the \u003Cstrong>Action\u003C\u002Fstrong> column).\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FljARvcR6-Screenshot-2020-07-30-at-12.27.35.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot of Magento's URL Rewrite Management field\" class=\"wp-image-5531\" width=\"691\" height=\"98\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"redirect-plugins-for-magento\">Redirect plugins for Magento\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fwww.magentocommerce.com\u002Fmagento-connect\u002Foptimise-web-s-mass-301-redirects-for-404-pages.html\" target=\"_blank\" rel=\"noopener noreferrer\">Optimise Web’s Mass 301 Redirects for 404 Pages\u003C\u002Fa> plugin for Magento is also a handy tool when you need to implement redirects on mass, for example, for legacy 404s. Hardly any knowledge of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-definitive-guide-to-regular-expression\u002F\">regular expression\u003C\u002Fa> syntax is required, rather, you upload your redirect via a simply formatted .csv and let the plugin do the rest. Follow the link above for more information on using Optimise Web’s plugin.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"adding-canonical-tags-in-magento\">Adding canonical tags in Magento\u003C\u002Fh2>\n\n\n\n\u003Cp>Adding canonical tags is essential when avoiding internal duplicate content issues across your Magento site. However, how do you go about configuring them across a CMS that’s so inherently large? Thankfully, it’s quite simple.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"setting-global-canonical-tag-configurations\">Setting global canonical tag configurations\u003C\u002Fh3>\n\n\n\n\u003Cp>Firstly, head over to \u003Cstrong>System > Configuration > \u003C\u002Fstrong>Catalog before finally clicking on \u003Cstrong>Search Engine Optimizations\u003C\u002Fstrong> amongst the drop-down tabs. Take a second to absorb the various other SEO options that are at your disposal here, but what we’re looking for is \u003Cstrong>Use Canonical Link Meta Tag for Categories\u003C\u002Fstrong> and \u003Cstrong>Use Canonical Link Meta Tag for Products\u003C\u002Fstrong> (found at the bottom of the options available).\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F7oLqQtAn-surfaces.png?auto=compress%2Cformat&q=90\" alt=\"How to configure canonical tags for Magento SEO\" class=\"wp-image-5532\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Ensure both fields read \u003Cstrong>Yes\u003C\u002Fstrong> to ensure your category pages self-canonicalise and your product pages canonicals to the root respectively.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"configuring-canonical-tags-via-xml-markup\">Configuring canonical tags via XML markup\u003C\u002Fh3>\n\n\n\n\u003Cp>Similar to before, you can also manage canonical tags in Magento via XML markup. To do this, simply copy and edit the below XML markup into the \u003Cstrong>Layout Update XML\u003C\u002Fstrong> field within a Catalog or CMS page’s \u003Cstrong>Design\u003C\u002Fstrong> tab.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ccode><\u002Faction>\u003Cbr>\n<action method=\"addLinkRel\">\u003Cbr>\n<rel>canonical<\u002Frel>\u003Cbr>\n<href>\u003Cstrong>https:\u002F\u002Fdemostore.com\u002Fperfect-category-name\u003C\u002Fstrong><\u002Fhref>\u003Cbr>\n<\u002Faction>\u003Cbr>\n<\u002Freference>\u003C\u002Fcode>\u003C\u002Fp>\n\n\n\n\u003Cp>For more information on this topic, you can read Aaron’s dedicated guide to creating \u003Ca href=\"\u002Fblog\u002Fcustom-magento-category-canonical-tags-seo\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">custom canonical tags for Magento\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"optimising-site-speed-for-your-magento-site\">Optimising site speed for your Magento site\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Although there are various ways of optimising your site’s speed, the two methods I’m going to discuss here are turning compilation “on” and combining your JavaScript\u002FCSS files. Out-of-the-box Magento sites are notoriously slow, and with Google’s mission to make the web increasingly faster, it’s critical that your site is optimised for speed.\u003C\u002Fspan>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"enable-compilation\">Enable Compilation\u003C\u002Fh3>\n\n\n\n\u003Cp>Depending on which version of Magento you’re running, you may have compilation turned off. To check, head over to \u003Cstrong>System > Tools > Compilation\u003C\u002Fstrong> and see whether \u003Cstrong>Compiler Status\u003C\u002Fstrong> is enabled or disabled. Simply clicking the \u003Cstrong>Run Compilation Process\u003C\u002Fstrong> button will serve to enable compression.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FeVqVcjWa-Screenshot-2020-07-30-at-13.40.14.png?auto=compress%2Cformat&q=90\" alt=\"How to enable compression for increased site speed and better Magento SEO\" class=\"wp-image-5533\" width=\"656\" height=\"266\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Compilation needs to be switched off before a website change occurs and switched back on once the change is complete. Although this may seem laborious to your development team, this feature is known to increase performance by 25% to 50% (depending on the page requested) so it’s well worth the implementation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"combining-javascript-and-css-files\">Combining Javascript and CSS files\u003C\u002Fh3>\n\n\n\n\u003Cp>Aside from optimising images, combining your Javascript and CSS files is another simple method of optimising your site’s performance. Having several Javascript and CSS files means individual HTTP requests being made to call and load each individual file. This takes additional times for each asset to load. You’re therefore better off combining these assets into a singular file to ensure one request is made to load them all.\u003C\u002Fp>\n\n\n\n\u003Cp>To combine your Javascript and CSS files, head over to \u003Cstrong>System > Configuration\u003C\u002Fstrong> on the main navigation. From there, you need to locate \u003Cstrong>Developer\u003C\u002Fstrong> under the \u003Cstrong>Advanced\u003C\u002Fstrong> panel on the left-hand side. Once the new page loads, look out for the \u003Cstrong>Javascript Settings\u003C\u002Fstrong> and \u003Cstrong>CSS Settings tabs\u003C\u002Fstrong>; you need to set these both to \u003Cstrong>Yes\u003C\u002Fstrong> to ensure these files are merged.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fpexels-burak-k-186464-scaled-1.jpg?auto=compress%2Cformat&q=90\" alt=\"How to combine Javascript and CSS files for better Magento SEO\" class=\"wp-image-5535\" width=\"701\" height=\"83\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>After you have combined your Javascript and CSS files, you may want to consider compressing and minifying these using the \u003Ca href=\"https:\u002F\u002Fwww.magentocommerce.com\u002Fmagento-connect\u002FFOOMAN\u002Fextension\u002F457\u002Ffooman-speedster\" target=\"_blank\" rel=\"noopener noreferrer\">Speedster plugin by Fooman\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>The above was researched and inspired by Activo’s 7 \u003Ca href=\"http:\u002F\u002Fwww.activo.com\u002F7-easy-magento-performance-tips-you-can-set-from-the-admin-panel\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Easy Magento Performance Tips You Can Set from the Admin Panel\u003C\u002Fa>. We recommend reading this to understand additional methods of bettering your Magento store’s site speed.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"switching-magento-to-https\">Switching Magento to https\u003C\u002Fh2>\n\n\n\n\u003Cp>Security whilst browsing the web is becoming increasingly important. Users actively look for the https protocol in an attempt to validify the trustworthiness of a site and Google is even set to update its Chrome browser so non-https domains are explicitly outlined. These considerations, in addition to https already being a ranking factor for some time now, make the purchase of an SSL certificate well worth making.\u003C\u002Fp>\n\n\n\n\u003Cp>If your online store has an SSL certificate activated, you need to ensure it’s properly configured and acknowledged by Magento. To do this, navigate to \u003Cstrong>System > Configuration\u003C\u002Fstrong> from the Admin Panel and access \u003Cstrong>Web\u003C\u002Fstrong> underneath the \u003Cstrong>General\u003C\u002Fstrong> menu on the left-hand side navigation. After being presented with several tabs, you need to access the \u003Cstrong>Secure\u003C\u002Fstrong> tab that’s the fourth item down on the list.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fpexels-burak-k-186464-scaled-3.jpg?auto=compress%2Cformat&q=90\" alt=\"How to configure Magento with https for better Magento SEO\" class=\"wp-image-5537\" width=\"673\" height=\"196\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>From here, you need to ensure both \u003Cstrong>Use Secure URLs in Frontend\u003C\u002Fstrong> and \u003Cstrong>Use Secure URLs in Admin\u003C\u002Fstrong> are changed to \u003Cstrong>Yes\u003C\u002Fstrong> for Magento to be configured over SSL.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, whilst you’re on this panel, it’s worth double-checking that all relevant fields read \u003Ccode>{{secure_base_url}}\u003C\u002Fcode> instead of \u003Ccode>{{unsecure_base_url}}\u003C\u002Fcode> and the base URL field is set as the secure version of your domain, i.e. https:\u002F\u002Fwww.myonlinestore.co.uk.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"generating-and-managing-xml-sitemaps-in-magento\">Generating and Managing XML sitemaps in Magento\u003C\u002Fh2>\n\n\n\n\u003Cp>Implementing an XML sitemap on your Magento store allows search engines to find all URLs present on your site they perhaps wouldn’t have via internal linking. To begin, you need to go through the process of actually generating an XML sitemap.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-create-an-xml-sitemap\">How to create an XML sitemap\u003C\u002Fh3>\n\n\n\n\u003Cp>Creating an XML sitemap in Magento is a relatively straightforward process. From the admin panel, you simply need to navigate to \u003Cstrong>Catalogue > Google Sitemap\u003C\u002Fstrong> and select \u003Cstrong>Add Sitemap\u003C\u002Fstrong> on the right-hand side of the CMS page.\u003C\u002Fp>\n\n\n\n\u003Cp>Here, you can define your sitemap’s filename, determine from which directory you want your sitemap to be navigable from and finally, which “Shop View” for it to apply to. We recommend following best practise here by simply calling your sitemap “\u003Cstrong>sitemap.xml\u003C\u002Fstrong>” and making it findable directly off your root domain, i.e.\u003Cstrong>\u002Fsitemap.xml\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-change-the-settings-of-your-xml-sitemap\">\u003Cspan style=\"font-weight: 400;\">How to change the settings of your XML sitemap\u003C\u002Fspan>\u003C\u002Fh3>\n\n\n\n\u003Cp>There are several items you can configure on an XML sitemap, for example, the crawl frequency associated to it as well as which URLs across your site you want prioritising. To adjust these items and more, from the Admin Panel, head over to \u003Cstrong>System > Configuration > Catalog > Google Sitemap\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>PLEASE NOTE: although Magento specifies their sitemaps as “Google Sitemaps”, they are actually regular XML  sitemaps and applicable to all commercial search engines. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"being-resourceful\">Being resourceful\u003C\u002Fh2>\n\n\n\n\u003Cp>Above are the most commonly asked Magento SEO queries Impression has come across over the past few months. Although our list is fairly exhaustive, there’s bound to be more Magento SEO issues to encounter. At this juncture, it’s important to be resourceful and utilise the digital community around you. Google has a plethora of indexed content regarding the subject and even joining \u003Ca href=\"https:\u002F\u002Fwww.reddit.com\u002Fr\u002FMagento\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Reddit’s Magento community\u003C\u002Fa> will allow you to troubleshoot and discuss problems with other like-minded marketers.\u003C\u002Fp>\n\n\n\n\u003Cp>Can you identify any more Magento SEO hacks? If so, we’d love to hear some more in the comments section below.\u003C\u002Fp>\n\n\n\n\u003Cp>If your business is in need of Ecommerce SEO support, whether that’s on the Magento platform or other Ecommerce-based platforms, then we’d be happy to hear from you. Get in touch with Impression today to learn more about how our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fecommerce\u002F\">Ecommerce SEO\u003C\u002Fa> service can help grow and nurture your online business.\u003C\u002Fp>\n",{"rendered":124,"protected":196},8312,{"_yoast_wpseo_focuskw":668,"_yoast_wpseo_title":669,"_yoast_wpseo_metadesc":670,"inline_featured_image":196,"footnotes":5},"magento seo","Magento SEO hacks for Ecommerce managers | Impression","Magento can be a difficult platform to master, especially for the non-technical marketers. Read our Magento SEO guide to ensure your store is SEO 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there’s one thing that’s in abundance in the SEO industry, it’s SEO tools. Whether they’re native or web-based, simply searching for “SEO tools” on Google will reveal a plethora of results.\u003C\u002Fp>\n\u003Cp>There’s no denying their importance. I’m of the belief, and hopefully many of you will agree, that an SEO is only as good as the tools he\u002Fshe has at their disposal. Afterall, these tools collect the data we need to dictate our strategies. Without this data, our marketing efforts would be massively ill-informed, leaving us shooting in the dark in an attempt to reach our underlying marketing objectives.\u003C\u002Fp>\n\u003Cp>What’s particularly great about many of these tools is the overall SEO metric that comes with them that score your website. Essentially, these tools are attempting to emulate the scores Google would give you, in particular, through the eyes of their PageRank, Penguin, and Panda algorithms.\u003C\u002Fp>\n\u003Cp>These grades are often aggregated, and depending on the focus of the tool, analyse a variety of on- and off-page SEO factors to give an overall quality score. These third-party metrics are indicative of your ranking potential, and software permitting, give you a great benchmark of how you sit amongst your search competitors. At the very least, they give you a decent indication of how your site would fair individually at the mercy of a search engine.\u003C\u002Fp>\n\u003Cp>But with so many tools out there, what third-party SEO metrics are available and which should you pay attention to? We’re all aware of Moz’s Domain Authority but which other options do we have as SEOs? In this blog post, I unpack several third-party SEO metrics, both from an on- and off-page perspective, providing the relative benefits and drawbacks for each.\u003C\u002Fp>\n\u003Ch2 id=\"on-site-seo-metrics-from-content-analysis-tools\">On-Site SEO Metrics from Content Analysis Tools\u003C\u002Fh2>\n\u003Ch3 id=\"\">\u003C\u002Fh3>\n\u003Ch3 id=\"seo-score-by-yoast-seo-review\">SEO Score, by Yoast SEO – Review\u003C\u002Fh3>\n\u003Cp>\u003Cstrong>SEO metric:\u003C\u002Fstrong> SEO Score\u003Cbr \u002F>\n\u003Cstrong>As Featured \u003C\u002Fstrong>in: Real-Time Content Analysis\u003Cbr \u002F>\n\u003Cstrong>Developer:\u003C\u002Fstrong> Yoast\u003C\u002Fp>\n\u003Cp>If you run a WordPress site (which no doubt many of you do since this popular CMS powers approximately \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmanagewp.com\u002F14-surprising-statistics-about-wordpress-usage\">74.6 million websites worldwide\u003C\u002Fa>) then you’re likely to be familiar with the Yoast SEO plugin. Not only does this plugin provide your WordPress site with a comprehensive pack of SEO features and solutions, it also contains a handy on-page SEO metric which you can refer to whilst writing and editing new content.\u003C\u002Fp>\n\u003Cp>As part of their Real-Time Content Analysis tool, this feature of the plugin examines your content against your selected target keyword. While it doesn’t provide you with any numerical scores, you can benchmark how your copy stands against a variety of basic on-page SEO elements using its traffic light scoring system, i.e. green, amber, and red.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2787 size-full aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FEsUSJgQa-yoast-SEO-screenshot.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot of Yoast's Real-Time Content Analysis tool\" width=\"804\" height=\"395\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cem>Above: a screenshot of Yoast’s Real-Time Content Analysis UI\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch4 id=\"is-yoasts-seo-score-really-worth-taking-into-account\">Is Yoast’s SEO Score really worth taking into account?\u003C\u002Fh4>\n\u003Cp>Yes and no; it really depends on your application. Yoast’s SEO Score and Real-Time Content Analysis Tool serve as great assistants, providing useful SEO copywriting advice in real-time. You can use its content checklist to ensure your target keyword has been used in all the necessary on-page elements a necessary amount of times. It also reminds you whether you’ve used that target keyword elsewhere on your site before, prompting you if you’re running into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-cannibalisation\u002F\">keyword cannibalisation\u003C\u002Fa> issues. What’s more, it’s totally free, which is never a bad thing.\u003C\u002Fp>\n\u003Cp>That said, Yoast’s SEO Score, and therefore its and Real-Time Content Analysis tool, does have some shortfalls:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Its aggregate scoring method of green, amber and red doesn’t allow for granularity. Granted, some amendments may be small – like the changing of a URL – but the effect this may have on rankings may be significant. For your content to only be graded as good, okay or bad isn’t overly constructive to an experienced SEO.\u003C\u002Fli>\n\u003Cli>Although it gives you some insight into the more technical elements of SEO copywriting, like how it scores on Flesch Reading Ease test, elements such as topic analysis and duplicate content issues are disregarded.\u003C\u002Fli>\n\u003Cli>It only looks at one target keyword at a time, not providing you with insight into longer tail variations or other target keywords in conjunction to that.\u003C\u002Fli>\n\u003Cli>It doesn’t allow for quick competitor analysis. Although a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyoast.com\u002Fresearch\u002Freal-time-content-analysis\u002F\">web-based version does exist\u003C\u002Fa>, the notion of copying and pasting content into it does seem a little tedious and laborious.\u003C\u002Fli>\n\u003Cli>Although its web-based equivalent is intended for in-the-box copywriting, its usability flaws, like its small content field and inability to add headings, results in it being completely unfit for purpose.\u003C\u002Fli>\n\u003Cli>Its content analysis is only based on body content, disregarding content on other on-page modules around this. The content assessment it delivers is therefore fundamentally flawed.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Despite its several flaws, the Yoast SEO Score is intended to be simple. It’s a handy assistant that gives you useful fundamental SEO tips whilst writing, ensuring you’ve remembered the basics along the way. However, it doesn’t go much further than that, unfortunately. Its traffic light scoring system is inherently flawed and the SEO elements it does pick up on are somewhat reductive.\u003C\u002Fp>\n\u003Cp>If you’re looking for a tool to better score your on-page, we recommend OnPage.org’s OPQ+.\u003C\u002Fp>\n\u003Ch3 id=\"opq-by-onpage-org-review\">OPQ+, by OnPage.org – Review\u003C\u002Fh3>\n\u003Cp>\u003Cstrong>SEO metric:\u003C\u002Fstrong> OPQ+\u003Cbr \u002F>\n\u003Cstrong>As Featured \u003C\u002Fstrong>in: Focus\u003Cbr \u002F>\n\u003Cstrong>Developer:\u003C\u002Fstrong> OnPage.org\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fen.onpage.org\u002F\">OnPage.org\u003C\u002Fa> are relatively new players in the SEO software arena. Although they established themselves in Munich, Germany in 2012, they only began spreading their wings overseas from 2014. However, within that time period, they’ve already managed to release some killer SEO software, quickly positioning themselves as one of the market leaders in their field.\u003C\u002Fp>\n\u003Cp>Amongst their great repertoire of tools is Focus, an auditing software that looks at your content at page-level. Although this may sound limited, the amount of data the tool can extract is impressive. The types of insights also range from content considerations to technical considerations, covering everything from top keyword usage (based on TF*IDF), to indexability issues and URL handling. In comparison to Yoast’s Real-Time Content Analysis, you get a much more holistic picture of your page quality.\u003C\u002Fp>\n\u003Cp>The metrics & errors that Focus detects are then aggregated into an overall score, entitled OPQ+ (short for On-Page Quality). Similar to Moz’s domain authority, this is graded from 1 to 100, giving you a much more incremental view of how your on-page optimisation is progressing.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2788 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FlSK9uvDr-onpage-focus-screenshot.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot demonstrating OnPage.org's OPQ score, as featured in their tool, Focus\" width=\"977\" height=\"265\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cem>Above\u003Cstrong>:\u003C\u002Fstrong> a screenshot of OnPage.org’s Focus UI\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>What’s particularly useful about OPQ+, and the functionality of Focus in general, is the ability to extract competitor insight as quickly as extracting insight from your own site. Using OPQ+, you can see how your on-page score compares and then act accordingly with the “Primary Errors” and “Secondary Warnings” Focus returns for you.\u003C\u002Fp>\n\u003Cp>OPQ+ also gives you a tangible benchmark to work with. Since it uses a 100-point scale, even the smallest tweaks, like adding a canonical tag, for example, will result in an increase in quality score. This is particularly useful when you need to quantify the difference you’ve made to a page to your client, or your marketing manager, during your on-page optimisation efforts.\u003C\u002Fp>\n\u003Cp>What Focus lacks in the form of an in-depth content analyser, where individual sentences and paragraphs can be evaluated, it makes up for with its content density insights, header hierarchy visualiser and duplicate content report.\u003C\u002Fp>\n\u003Ch2 id=\"off-site-seo-metrics-from-backlink-checker-tools\">Off-Site SEO Metrics from Backlink Checker Tools\u003C\u002Fh2>\n\u003Cp>Backlink checker tools are renowned for providing third-party SEO metrics. Whatever software you choose, they all attempt to provide you with an algorithmic score that attempts to emulate that of Google’s PageRank.\u003C\u002Fp>\n\u003Cp>The benefits of these types of metrics are invaluable during off-page analysis. You can use them to view the domain strength\u002Ftrust of any external site to determine whether it’s worth acquiring a link from, or, you can use them to evaluate your existing backlink profile to determine whether a link is providing your own domain with any value.\u003C\u002Fp>\n\u003Cp>Similarly, you can use these metrics to examine how your domain strength\u002Ftrust compares to your competitors. Ranking potential, after all, is better determined by domain strength rather than the quality of your on-page optimisation.\u003C\u002Fp>\n\u003Cp>With this in mind, it’s worth examining the front-runners in SEO backlink checkers, namely Moz, Ahrefs, and Majestic, to see how their third-party SEO metrics compare and which are best to use. Although Domain Authority is widely adopted as the industry-standard domain strength SEO metrics, metrics from Ahrefs and Majestic are also strongly worth considering.\u003C\u002Fp>\n\u003Cp>It’s important to note at this juncture the fundamental difference between on-site graders and off-site graders. Whilst on-site SEO graders are based on absolutes, i.e. whether or not your page has certain SEO criteria, off-site graders are only as accurate as the size of their software’s index allows them to be. This is because a backlink checker needs visibility of all backlinks present on a domain, not just some, to return a realistic and accurate score. The remainder of this comparison, therefore, uses the size of indices as a main focal point to discuss which backlink SEO metrics are best to utilise.\u003C\u002Fp>\n\u003Ch3 id=\"domain-authority-da-and-page-authority-pa-by-moz-review\">Domain Authority (DA) and Page Authority (PA), by Moz – Review\u003C\u002Fh3>\n\u003Cp>\u003Cstrong>SEO metric:\u003C\u002Fstrong> Domain Authority\u003Cbr \u002F>\n\u003Cstrong>As Featured in:\u003C\u002Fstrong> Open Site Explorer\u003Cbr \u002F>\n\u003Cstrong>Developer:\u003C\u002Fstrong> Moz\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2789 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2P1VZSxc-moz-open-site-explorer-screenshot.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot of Moz's Open Site Explorer, displaying their Domain Authority and Page Authority\" width=\"942\" height=\"247\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cem>Above\u003Cstrong>:\u003C\u002Fstrong> a screenshot of Open Site Explorer’s UI\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch4 id=\"what-is-domain-authority-and-page-authority\">What is Domain Authority and Page Authority?\u003C\u002Fh4>\n\u003Cp>Domain Authority and Page Authority are third-party metrics developed by SEO giants, Moz. Whilst Domain Authority looks at ranking potential of an entire domain, Page Authority looks at ranking potential of an individual page. Both metric are based on a 100-point, logarithmic scale. This means it’s easier to climb earlier in the ranks, say between 20 to 30, than it is to climb between 70 to 80. The score is actually comprised from several other backlink metrics, like your links to root domain ratio, whilst also taking into account other metrics from Moz, like MozRank and MozTrust.\u003C\u002Fp>\n\u003Cp>Domain Authority and Page Authority are utilised throughout many of Moz’s products, from Open Site Explorer to Mozbar, and considered by many to be the industry standard link measurement.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>More information on Domain Authority and Page Authority can be found over at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Flearn\u002Fseo\u002Fdomain-authority\">Moz\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Ch4 id=\"what-is-the-size-of-mozs-index\">What is the size of Moz’s Index?\u003C\u002Fh4>\n\u003Cp>Moz’s authority metrics are based on updates from their Mozscape index. Their index’s statistics, as of 1st September 2016, are:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Root Domains\u003C\u002Fstrong>\u003Cbr \u002F>\n186,399,165 (186 million) root domains\u003C\u002Fli>\n\u003Cli>\u003Cstrong>URLs\u003C\u002Fstrong>\u003Cbr \u002F>\n157,025,939,945 (157 billion) URLs\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Links\u003C\u002Fstrong>\u003Cbr \u002F>\n1,112,307,032,437 (1.1 Trillion) links\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>With these figures in mind, let’s look at how they compare to the likes of Majestic’s Citation and Trust Flow and Ahrefs’ Domain and URL Rating.\u003C\u002Fp>\n\u003Ch3 id=\"citation-flow-and-trust-flow-by-majestic-review\">Citation Flow and Trust Flow, By Majestic – Review\u003C\u002Fh3>\n\u003Cp>\u003Cstrong>SEO metric:\u003C\u002Fstrong> Citation Flow & Trust Flow\u003Cbr \u002F>\n\u003Cstrong>As Featured in:\u003C\u002Fstrong> Majestic Site Explorer\u003Cbr \u002F>\n\u003Cstrong>Developer:\u003C\u002Fstrong> Majestic\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2790\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2SOk5nsZ-majestic-site-explorer-screenshot.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot of Majestic's Site Explorer, illustrating their Flow metrics\" width=\"1003\" height=\"231\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cem>Above: a screenshot of Site Explorer’s UI from Majestic\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch4 id=\"what-is-citation-flow-and-trust-flow\">What is Citation Flow and Trust Flow?\u003C\u002Fh4>\n\u003Cp>Citation Flow and Trust Flow were introduced by Majestic in 2012. It’s a core feature of their Site Explorer Backlink Checker that, like Domain and Page Authority, attempts to provide you with a relative indication of the value of a domain. However, what’s unique about Citation and Trust Flow is their overall purpose and separated definitions and applications.\u003C\u002Fp>\n\u003Cp>Much like Moz’s Domain Authority, Citation Flow is a representation of the strength of a domain according to how many powerful links it has pointing to it. Trust Flow adds another dimension to this by providing you with insight into how “trustworthy” a domain is. This is determined by looking at the quality of your backlinks, and whether they’re actually credible, not just powerful. In essence, it’s determining the backlinks of your backlinks and how far away authoritative sources lie.\u003C\u002Fp>\n\u003Cp>Both Citation Flow or Trust Flow are based on a 100-point scoring scale where the higher your domain scores, the more powerful and trustworthy your site is respectively. The scores can also be applied at domain level and page level if necessary, i.e. domain citation\u002Ftrust flow and URL citation\u002Ftrust flow.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>More information on Citation Flow and Trust Flow can be found on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmajestic.com\u002F\">Majestic’s website\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Ch4 id=\"what-is-the-size-of-majestics-index\">What is the size of Majestic’s Index?\u003C\u002Fh4>\n\u003Cp>Majestic actually have two indices, their Fresh Index and their Historic Index. These two form the foundations of their trust flow metrics. Majestic don’t specify how their database breaks down between root domains, URLs and links but their index, as of 2nd September 2016, is as follows:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>Fresh Index\u003C\u002Fstrong>\u003Cbr \u002F>\n159,645,858,261 (159.6 billion) unique URLs crawled\u003Cbr \u002F>\n905,931,873,523 (906 billion) unique URLs found\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Historic Index\u003C\u002Fstrong>\u003Cbr \u002F>\n865,134,372,692 (865 billion) unique URLs crawled\u003Cbr \u002F>\n3,995,263,028,000 (4 trillion) unique URLs found\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>With their historic index holding almost 865 billion URLs, you can immediately see how significantly larger Majestic’s database is to Moz’s. With such a larger index, it follows that their flow metrics are technically more accurate and in line with Google’s PageRank.\u003C\u002Fp>\n\u003Ch3 id=\"domain-rating-dr-and-url-rating-ur-by-ahrefs\">Domain Rating (DR) and URL Rating (UR), by Ahrefs\u003C\u002Fh3>\n\u003Cp>\u003Cstrong>SEO metric:\u003C\u002Fstrong> Domain Rating and URL Rating\u003Cbr \u002F>\n\u003Cstrong>As Featured in: \u003C\u002Fstrong>Ahref’s Site Explorer\u003Cbr \u002F>\n\u003Cstrong>Developer:\u003C\u002Fstrong> Ahrefs\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2791 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FjEIIGwfw-ahrefs-site-explorer-screenshot.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot of Ahref's site explorer and their domain and URL rating SEO metric\" width=\"1056\" height=\"214\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cem>Above: a screenshot of Site Explorer’s UI from Ahrefs\u003C\u002Fem>\u003C\u002Fp>\n\u003Ch4 id=\"what-is-domain-rating-and-url-rating-from-ahrefs\">What is Domain Rating and URL Rating from Ahrefs?\u003C\u002Fh4>\n\u003Cp>The final backlink metric to examine is Ahref’s Domain Rating and URL Rating. These metrics are more inline with Moz’s metrics as opposed to Majestic’s metrics as they calculate aggregated overall strength rather than trust.\u003C\u002Fp>\n\u003Cp>Domain Rating is, again, scored on a 100-point logarithmic scale, with the higher the scoring, the more powerful and authoritative the entire domain is. Although URL Rating is also a 100-point logarithmic scale, it’s scored at page-level rather than taking into account an entire domain. As per the previous metrics, the higher your DR and UR, the more likely it is for that domain or page to rank well in search engines respectively.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Ahrefs fully explain these metrics over on their blog, which you can read \u003Ca href=\"https:\u002F\u002Fahrefs.com\u002Fblog\u002Fseo-metrics\u002F\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Ch4 id=\"what-is-the-size-of-ahrefs-index\">What is the size of Ahref’s Index?\u003C\u002Fh4>\n\u003Cp>More information on the size of Ahref’s data collection can be found on their homepage, but we’ve included the main information regarding their backlink index below:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Cstrong>URLS\u003C\u002Fstrong>\u003Cbr \u002F>\n2 trillion known URLs\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Root Domains\u003C\u002Fstrong>\u003Cbr \u002F>\n200 million root domains\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Links\u003C\u002Fstrong>\u003Cbr \u002F>\n12 trillion known links\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>By comparing these figures to the likes of Majestic and Moz’s backlink checkers, it’s clear that Ahref is the overall winner. With 2 trillion URLs and 12 trillion links, Ahrefs database significantly out-performs any other backlink checker compared here.\u003C\u002Fp>\n\u003Ch3 id=\"battle-of-the-backlink-metrics-who-wins\">Battle of the Backlink Metrics – Who wins?\u003C\u002Fh3>\n\u003Cp>Each backlink SEO metric has its own pros and cons. They’re undoubtedly all great emulators of Google’s PageRank hence why they’re so widely adopted within the digital marketing industry.\u003C\u002Fp>\n\u003Cp>However, for sake of argument, Ahref’s Domain and URL Rating are arguably the most accurate and detailed backlink metrics available on the market. As mentioned previously, they significantly outperform Moz’s DA\u002FPA and Majestic’s Flow Metrics since they’re powered by such a huge index. Their index’s update frequency is also far more frequent than Moz and Majestic too, meaning your authority rating is more likely to be in real-time whilst allowing you to have better visibility of new links.\u003C\u002Fp>\n\u003Cp>However, with that said, why is Domain Authority still so widely adopted across the industry? Accessibility to the data plays a major part. Moz has concentrated on making their authority scores instantly accessible via DA Mode in their MozBar. All you need to do is visit a site and you’ll be immediately presented with a relative indicator of its strength there and then. It’s undeniably useful*.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2792\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FBm9C5Pry-moz-DA-mode-screenshot.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot illustrating how Moz's DA mode works\" width=\"1498\" height=\"32\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cem>Above: Moz’s DA mode in action\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cem>*The caveat here is to be logged into your actual Moz account to access the data. Although this wasn’t always the case, now when a user isn’t logged in, they’re only provided with social media metrics, not link metrics. Ironically, this actually provides quite a frustrating user experience. Ensure you’re always logged in for the functionality to work correctly.\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>Although Majestic also has a bookmark, its usability falls short in comparison to MozBars since you have to click onto the icon to access the data. After that, the data is then cramped with flow metrics being presented across page, subdomain and domain-level.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2793 aligncenter\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fc6EtxtZM-majestic-bookmark.png?auto=compress%2Cformat&q=90\" alt=\"A screenshot showing Majestic's bookmark data\" width=\"770\" height=\"577\" \u002F>\u003C\u002Fp>\n\u003Cp style=\"text-align: center;\">\u003Cem>Above: Majestic’s Backlink Analyser Bookmark in action\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>The MozBar’s UI is simple, and that’s why it work. Unfortunately, Ahrefs doesn’t have this functionality. The only way you can come close to it is by installing a \u003Ca href=\"https:\u002F\u002Ffourdots.com\u002Fblog\u002Fseo-bookmarklets-2672\" target=\"_blank\" rel=\"noopener\">bookmarklet for Ahrefs\u003C\u002Fa>, but even then it’s a waiting game.\u003C\u002Fp>\n\u003Cp>So if Ahrefs were to provide better accessibility of their data, would this mean more of the SEO community would begin to adopt their Domain and URL Rating metrics? I certainly believe so. There’s no denying Moz have appeared unsteady on their feet as of late, especially with their \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fmoz-is-doubling-down-on-search\">recent redundancies\u003C\u002Fa>. This news actually came at a time where I started to feel their software was becoming increasingly buggy and frustrating to use. It feels as though, whilst their competitors continue to deliver an unparalleled deepness of data, Moz is becoming ever more stagnated and left behind.\u003C\u002Fp>\n\u003Cp>However you feel about the debate, the crux of the comparison comes down to consistency. Whichever backlink metric you prefer, it’s important to stay consist with that metric throughout a campaign. If you’re using Domain Authority, use Domain Authority throughout reporting. It would be non-sensical to suddenly jump to Citation Flow or Domain Rating midway through a campaign. Each third-party metric is built on its own independent index so they’re not comparable or transferable.\u003C\u002Fp>\n\u003Ch2 id=\"summary\">Summary\u003C\u002Fh2>\n\u003Cp>While all these SEO metrics communicate quality, it’s important to not forget the human element. We need to remain critical of our SEO efforts, be that from an on-page or off-page perspective, and not always rely on metrics. OPQ+ might score you highly, but maybe you’ve still fallen victim to keyword over-optimisation? Similarly, a website may receive a high Domain Authority score but it’s still evidently a questionable link directory. As an SEO, you have the final say over quality. Third-party metrics are just there to give you a helping hand.\u003C\u002Fp>\n\u003Cp>Which third-party metrics do you use and which would you recommend? Let us know in the comments below.\u003C\u002Fp>\n",{"rendered":136,"protected":196},8336,{"_yoast_wpseo_focuskw":867,"_yoast_wpseo_title":868,"_yoast_wpseo_metadesc":869,"inline_featured_image":196,"footnotes":5},"seo metrics","Which Third-Party SEO Metrics Should I Use? | Impression","Stuck between your Domain Authority & your Domain Rating? Impression compares different third-party SEO metrics whilst providing each metric's pros & 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class=\"p1\">\u003Cb>\u003C\u002Fb>\u003Cspan class=\"s1\">Alex started her presentation by mentioning how she only uses 5 SEO tools to complete her client work. She advised that you don’t actually need many to implement effective SEO campaigns. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cblockquote>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">\u003Cem>“One thousand songs in your pocket”\u003C\u002Fem>\u003C\u002Fspan>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Above is the popular slogan used by Apple when they marketed their iPod. \u003C\u002Fspan>\u003Cspan class=\"s1\">Steve Jobs had an amazing ability to frame the problem. Alex urges SEOs to use the same idea when choosing what SEO tools to use. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">SEO tools are wide and diverse with SEOs preferring several different ones. To know which SEO tools to use, you need to identify the problem(s) of a website.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"marketing-is-done-to-manipulate-your-impression\">“Marketing is done to manipulate your impression”\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">You need to identify the problems, not solutions. O\u003C\u002Fspan>\u003Cspan class=\"s1\">utlining your problems will enable you to select the right tool. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Questions that need answers when choosing your SEO tools are:\u003C\u002Fp>\n\u003Col>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Do you need one tool that does everything, or many tools?\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">What is the data quality like?\u003C\u002Fli>\n\u003Cli class=\"p1\">How stable is the tool?\u003C\u002Fli>\n\u003Cli class=\"p1\">What are the differences between tools out there?\u003C\u002Fli>\n\u003Cli class=\"p1\">Are you getting your money’s worth?\u003C\u002Fli>\n\u003Cli class=\"p1\">Question the data; is it good? is it up-to-date?\u003C\u002Fli>\n\u003Cli class=\"p1\">Does the tool allow you to to make adjust\u002Fmanipulate the data into reports\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Answering questions such as these will enable you to choose the correct tool. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"can-you-rely-on-the-data\">\u003Cspan class=\"s1\">\u003Cb>Can you rely on the data? \u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">A nice UI isn’t everything; what the tool does in the background is what counts.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">“With the third party data providers, you can’t control the process fully” SEO tools still need the human element to decipher what the data actually means and what are the implications of the data.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">When choosing SEO tools, don’t forget about your client who may also be interacting with the tool. Ask them what they like about it, what they dislike etc.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.producthunt.com\u002F\">Product Hunt\u003C\u002Fa> to keep up-to-date with cutting-edge marketing tools.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FiVSB5MJifvjAtB\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom:5px\"> \u003Cstrong> \u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002FAlexandraTachalova\u002Fhow-to-choose-and-use-tools-as-efficiently-as-possible\" title=\"How to choose and use tools as efficiently as possible\" target=\"_blank\" rel=\"noopener\">How to choose and use tools as efficiently as possible\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002FAlexandraTachalova\" target=\"_blank\" rel=\"noopener\">Alexandra Tachalova\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n",{"rendered":146,"protected":196},8360,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":145,"_yoast_wpseo_metadesc":1057,"inline_featured_image":196,"footnotes":5},"Alex Tachalova discusses how to SEOs should go about selecting their SEO tools at Search Leeds 2016. Read a summary of her talk here.",[205],[1060],{"id":1061,"name":1062,"path":1063},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[212],[1066,102,215,216,217,677,218,219,1067],"post-2697","collections-search-leeds",[],[],[1071,1072,1073,1074],{"path":170,"name":171},{"path":226,"name":227},{"path":112,"name":18},{"path":179,"name":145},{"thumbnail":1076,"medium":1077,"medium_large":1079,"large":1081,"1536x1536":1083,"2048x2048":1085,"post-thumbnail":1087,"12_col":1089,"default_landscape":1091,"default_portrait":1093,"6_col_and_margin_short":1095,"11_col_and_margin":1097,"9_col_rectangle":1099,"11_col":1101,"staff_image_696_600":1103,"rectangular_thumbnail":1105},{"url":150,"width":232,"height":232},{"url":1078,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=scale&h=134&q=90&w=200",{"url":1080,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=scale&h=513&q=90&w=768",{"url":1082,"width":236,"height":237},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1084,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=scale&h=1026&q=90&w=1536",{"url":1086,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=scale&h=1368&q=90&w=2048",{"url":1088,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1090,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1092,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1094,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1096,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1098,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1100,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1102,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1104,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1106,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F2NW4nsxS-050720211625527289_seo-tools.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1108],{"id":198,"path":252,"display_name":4,"job_title":11,"description":6,"avatar_url":110,"acf":1109},{"full_bio":10,"job_title":11,"specialist_service_links":1110,"photo":1115},[1111,1113],{"page":1112,"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":1114,"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":1116},{"thu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Harris kicks off the afternoon’s round of lectures with his talk on content confusion, questioning what is the point of your content marketing?\u003C\u002Fp>\n\u003Ch2 id=\"what-is-content-marketing\">What is content marketing?\u003C\u002Fh2>\n\u003Cblockquote>\u003Cp>\u003Cb>Content marketing\u003C\u002Fb> is a strategic \u003Cb>marketing\u003C\u002Fb> approach focused on creating and distributing valuable, relevant, and consistent \u003Cb>content\u003C\u002Fb> to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Above is the snippet Google serves in SERPs when searching for the aforementioned query. Ian believes if you believe this then you’re actually missing a trick.\u003C\u002Fp>\n\u003Cp>73% of marketers are doing more content than ever but 46% say it’s ineffective or distinctly average in performance. It’s very difficult to measure the effective “content hubs despite Google promoting the need of good quality content.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-do-and-measure-effective-content-marketing\">How to do and measure effective content marketing\u003C\u002Fh2>\n\u003Cp>There are 3 types of content;\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>Ranking content; \u003C\u002Fstrong>the content that ranks for certain keywords in order to gain traffic and encourage conversions.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Customer engagement content; \u003C\u002Fstrong>content that engages with customers at various points in the buying cycle. Again, the aim is to acheive relevant traffic that you can remark to. Maybe acheive social followers, links, email sign ups etc. tooTo exemplify this, Ian calls upon a case study; Betty’s Blogger Tea Party. The event invited influential bloggers and accompanied the idea with long-form content, hashtags etc. The Tea Party acheived 21 linking root domains and 3x YouTube videos along with lots of social results.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Viral content; \u003C\u002Fstrong>content that aims to engage with a large audience. This doesn’t neccessarily mean the traditional meaning of “Viral”, but it is content that its intended to have a wider reach to acheive diverse backlink profile.As an example of Viral content, Ian show’s an example from Viking, where his agency created a mural of post it notes. The content acheived 235 total coverage, 212 live links with an average DA of 42. It resonated with the Star Wars community and with the links acheived, significantly improved key terms from page four to page one, without any on-site optimisation occuring.Identify trends, hypes and topics that engage a mass audience. What will hit the nerve of the wider public? Viral content also encourages social shares, likes etc. as well as links.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>A common mistake with marketers is that they confuse customer engagement content with viral content. Marketers need to know the aims and objectives of these two approaches and what differentiates them. \u003Cem>“Put them both in separate buckets” .\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>Some other key take aways included:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Marketers need to realise that conversions from content are scarce;\u003C\u002Fli>\n\u003Cli>Conversions from search are plenty;\u003C\u002Fli>\n\u003Cli>The true purpose of content marketing is to achieve and drive backlinks;\u003C\u002Fli>\n\u003Cli>Conversion from search dwarf conversions from any other marketing channel;\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cem>Ian Harris is the Director \u003C\u002Fem>at\u003Cem> the global digital marketing agency, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchlaboratory.com\u002F\">Search Laboratory\u003C\u002Fa>. You can follow him on Twitter \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FIan_M_Harris\">here\u003C\u002Fa>.\u003C\u002Fem>\u003C\u002Fp>\n",{"rendered":156,"protected":196},8361,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":1247,"inline_featured_image":196,"footnotes":5},"Ian Harris kicks off the afternoon's round of lectures with his talk on content confusion, questioning what is the point of your content 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