[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002Fpage\u002F7":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":165,"head_links":167,"breadcrumbs":153,"posts":171,"pages":148,"head":1082},"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":149},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n","Executive Director - Organic Media",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":23,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-10-13 10:10:21","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":23,"date":48,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":56,"thumbnail-width":57,"thumbnail-height":57,"medium":58,"medium-width":59,"medium-height":60,"medium_large":61,"medium_large-width":62,"medium_large-height":63,"large":64,"large-width":65,"large-height":66,"1536x1536":67,"1536x1536-width":68,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":54,"default_portrait":81,"default_portrait-width":54,"default_portrait-height":80,"6_col_and_margin_short":82,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":78,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":78,"staff_image_696_600":90,"staff_image_696_600-width":53,"staff_image_696_600-height":54,"rectangular_thumbnail":91,"rectangular_thumbnail-width":92,"rectangular_thumbnail-height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[95],{"acf_fc_layout":96,"reduced":97,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":98,"posts":99},"author_posts",true,"Petar Jovetic’s posts",{"data":100,"pages":148},[101,114,126,138],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","The Definitive Guide to Regular Expression (RegEx)","\u003Cp>What is a regular expression? Regular Expression, commonly referred to as RegEx, is a formal language used to match and extract any required information from a body of data. The language is comprised of differing symbols and characters, that when assembled properly, will define what patterns or variables you are looking to extract. To a […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-definitive-guide-to-regular-expression\u002F","2023-01-09T12:59:31",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJVPJWv9w-050720211625527397_guide-to-regular-expression.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"BrightonSEO: eCommerce Keyword Research – Alec Bertram","\u003Cp>Keyword research for eCommerce can be a challenging and daunting affair. With hundreds of pages to potentially go through, where should eCommerce SEOs start, and to what extent should they pursue keyword research? Thankfully, Alec Bertram had all the answers at April 2016’s BrightonSEO. His talk,“eCommerce Keyword Research, Completing Large-Scale Analysis in a Small-Scale World”, […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-ecommerce-keyword-research-alec-bertram\u002F","2024-06-25T11:21:32",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F7DCQ4nvJ-050720211625527527_25808900975_783fc9e54d_b.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":111},{"to":124,"name":125},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":102,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":135},"BrightonSEO: Handling On-Site for Retail & Fashion Businesses – Siobhan Swainston","\u003Cp>Although Siobhan Swainston’s talk was predominantly focused on the Fashion industry, the insights covered could be applicable to any eCommerce business. Her talk was split into 3 parts; preparing for seasonal demand, site structure, and product retire policy. Preparing for Seasonal Demand The main takeaway from “Preparing for Seasonal Demand” was for eCommerce webmasters to be […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrightonseo-handling-on-site-for-ecommerce-siobhan-swainston\u002F","2022-02-07T16:48:44",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134],{"name":4,"image":111},{"to":136,"name":137},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":102,"title":139,"excerpt":140,"to":141,"postedAt":130,"readingTime":107,"image":142,"authors":143,"category":145},"Four Re’s that’ll boost your content’s reach and longevity","\u003Cp>I see it often, weekly in fact; marketers sweat blood into creating a single piece of content, they have it published, perhaps have it circulated on their social media sites for a week before immediately moving onto the next piece. This conveyor belt of content creation is not only predictable for all parties involved (including […]\u003C\u002Fp>\n","\u002Fblog\u002Fboosting-your-contents-reach-and-longevity\u002F","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[144],{"name":4,"image":111},{"to":146,"name":147},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content","7",{"type":150,"style":151,"title":152,"heading":4,"intro":10,"services":12,"breadcrumbs":153,"photo":56,"social":165},"author","dark","Meet the Team",[154,157,160,163],{"path":155,"name":156},"\u002F","Home",{"path":158,"name":159},"\u002Fabout\u002F","About Us",{"path":161,"name":162},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":164,"name":4},null,{"twitter":5,"linkedin":166},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F",[168],{"rel":169,"href":170},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F",[172,498,693,890],{"id":173,"date":174,"date_gmt":174,"guid":175,"modified":106,"modified_gmt":106,"slug":177,"status":19,"type":102,"link":105,"title":178,"content":179,"excerpt":182,"author":183,"featured_media":184,"comment_status":185,"ping_status":185,"sticky":181,"template":5,"format":186,"meta":187,"categories":190,"collections":193,"coauthors":194,"class_list":196,"acf":205,"head_links":206,"breadcrumbs":207,"url_path":105,"search_description":189,"featured_image_urls":214,"authors":249,"type_nicename":260,"reading_minutes":107,"category":261,"yoast_title":188,"yoast_meta":266,"yoast_json_ld":321,"_links":449},2606,"2016-05-17T11:59:46",{"rendered":176},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fthe-definitive-guide-to-regular-expression\u002F","the-definitive-guide-to-regular-expression",{"rendered":103},{"rendered":180,"protected":181},"\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-a-regular-expression\">What is a regular expression?\u003C\u002Fh2>\n\n\n\n\u003Cp>Regular Expression, commonly referred to as RegEx, is a formal language used to match and extract any required information from a body of data. The language is comprised of differing symbols and characters, that when assembled properly, will define what patterns or variables you are looking to extract.\u003C\u002Fp>\n\n\n\n\u003Cp>To a non-technical SEO, RegEx can look massively intimidating and admittedly, the combination of a regular expression’s symbols can look like utter nonsense. However, the reality is actually quite simple. It’s just a case of breaking down a regular expression granularly; examining each character and symbol independently before sussing out how it all fits together and what it’s trying to do.\u003C\u002Fp>\n\n\n\n\u003Cp>This guide looks at what’s involved in a regular expression pattern; what the characters and symbols actually mean and how it can be applied to the day-to-day practises of an SEO.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-do-the-regex-symbols-mean\">What do the RegEx symbols mean?\u003C\u002Fh2>\n\n\n\n\u003Cp>In its simplest form, regular expression can be broken down into \u003Cstrong>characters\u003C\u002Fstrong> and \u003Cstrong>metacharacters\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Characters take the literal meaning of a character, whether that’s a letter, number, punctuation mark or any other general symbol from typography. Metacharacters, however, are not to be taken literally. Metacharacters are the key components of regular expression with each having it’s own purpose and meaning. Essentially, metacharacters are what make regular expression, regular expression.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s a breakdown of each metacharacter and what it means in the context of RegEx:\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"backslash\">(Backslash)\u003C\u002Fh4>\n\n\n\n\u003Cp>A backslash command looks to use a metacharacter’s literal meaning, much like a character. You’ll undoubtedly use the backslash in several regular expressions concerned with SEOs as several metacharacters also have their literal place, e.g. dots within root domains and question marks within query strings. To ensure a metacharacter is read as a literal character, place a backslash before it.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"delimiters-forward-slash-hash-tildes\">Delimiters – \u002F (Forward Slash), # (Hash), Tildes (-)\u003C\u002Fh4>\n\n\n\n\u003Cp>In conjunction to metacharacters, within regular expression we also need to be mindful of \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FDelimiter\" target=\"_blank\" rel=\"noopener\">delimiters\u003C\u002Fa>. These are non-alphabetic, non-numeric, non-backslash, and non-whitespace characters. A delimiter is best described as a character used to separate two or more fields of data (think of a CSV export that uses commas to separate its fields). Within regular expression, delimiters also need to be escaped using the backslash.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"caret\">^ (Caret)\u003C\u002Fh4>\n\n\n\n\u003Cp>A caret command means to begin and match whatever characters are placed after it. So if you’re looking for all pages contained with a specific folder of your site, i.e. \u003Cstrong>folder\u002F\u003C\u002Fstrong>, you place a caret before it: \u003Cstrong>^folder\u002F\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"dollar-sign\">$ (Dollar Sign)\u003C\u002Fh4>\n\n\n\n\u003Cp>The dollar metacharacter can be interpreted as the opposite of a caret. It signifies the end of a search and that you’re not looking for anything further within that folder or directory. For example, \u003Cstrong>\u002Ffolder-b$\u003C\u002Fstrong> would extract \u003Cstrong>folder-a\u002Ffolder-b\u003C\u002Fstrong> but not \u003Cstrong>folder-a\u002Ffolder-b\u002Fpage-a\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"pipe\">| (Pipe)\u003C\u002Fh4>\n\n\n\n\u003Cp>No doubt all SEOs are familiar with pipes but when it comes to RegEx, a pipe command means “or”. For example, Impression has been referred to as “Impression” and “Impression Digital”. In the language of regular expression, this can be referred to as \u003Cstrong>Impression Digital|Impression\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"question-mark\">? (Question Mark)\u003C\u002Fh4>\n\n\n\n\u003Cp>The question mark denotes whether or not to include the singular character that precedes the question mark within a phrase or string. Think of URLS where you’re looking for the trailing slash and without the trailing slashes; for example, \u003Cstrong>folder\u002F?\u003C\u002Fstrong> would capture both \u003Cstrong>folder\u002F\u003C\u002Fstrong> and \u003Cstrong>folder\u003C\u002Fstrong>. To include more than one character in a grouping, a parenthesis needs to be used in conjunction with a question mark (see Parenthesis).\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"plus\">+ (plus)\u003C\u002Fh4>\n\n\n\n\u003Cp>Placed after a character, the plus symbol would capture the preceding character as well as any repetition of that character thereafter. Contextually, this would be best used to capture URLs where trailing slashes are not configured properly and can endlessly repeat, i.e. \u003Cstrong>folder\u002F+\u003C\u002Fstrong> would capture that folder with the trailing slash and any trailing slashes that repeat after.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"asterisk\">* (Asterisk)\u003C\u002Fh4>\n\n\n\n\u003Cp>The asterisk is a combination of both the question mark and the plus symbol. It matches the preceding expression, ZERO, or more times of the expression.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"dot\">. (Dot)\u003C\u002Fh4>\n\n\n\n\u003Cp>A dot can be used to match a non-new line single character, i.e. a letter, number, punctuation mark, etc. The best example of the dot’s application is when it’s used in conjunction with the asterisk to match any number of any character(s). An example of it single use would be where you match different\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"parenthesis\">( ) (Parenthesis)\u003C\u002Fh4>\n\n\n\n\u003Cp>A parenthesis is used to group characters together. To contextualise this metacharacter, think of author names where you want to capture the author’s real name and shortened name\u002Fnickname, e.g. \u003Cstrong>Rob(ert)?\u003C\u002Fstrong> would capture both \u003Cstrong>Rob\u003C\u002Fstrong> and \u003Cstrong>Robert\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"square-brackets\">[ ] (Square Brackets)\u003C\u002Fh4>\n\n\n\n\u003Cp>Square brackets are used to search and extract a set of letters \u003Cstrong>[a-z]\u003C\u002Fstrong> or numbers \u003Cstrong>[0-9]\u003C\u002Fstrong>. If you visualise WordPress, often when a second duplicate page is created in conjunction with the first, WordPress will suffix the second page with \u003Cstrong>“-2”\u003C\u002Fstrong>. To therefore capture all pages within this URL set, you would use \u003Cstrong>^page-[0-9]\u002F\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Upper and lower-case variables can be captured by using square brackets, by placing both sets of cases within the bracket, i.e. \u003Cstrong>[A-Za-Z]\u003C\u002Fstrong>. \u003Cstrong>[Ii]mpression\u003C\u002Fstrong> would capture both Impression and impression.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"curly-brackets\">{ } (Curly Brackets)\u003C\u002Fh4>\n\n\n\n\u003Cp>Curly Brackets can be used to capture characters according to their character length. For example, \u003Cstrong>[0-9]{3}\u003C\u002Fstrong> would capture any numbers that are 3 digits long while \u003Cstrong>[a-z]{5}\u003C\u002Fstrong> would capture lower case characters (or words) that are 5 characters in length.\u003C\u002Fp>\n\n\n\n\u003Cp>Curly Brackets can also match ranges. For example, \u003Cstrong>[a-z]{4,10}\u003C\u002Fstrong> would mean match any instance of letters that are between 4 and 10 characters long. In addition, \u003Cstrong>folder\u002F{0,2}\u003C\u002Fstrong> would match any instance of the trailing slash zero, once, or two times.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"useful-combinations\">Useful Combinations\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"\">(.*)\u003C\u002Fh4>\n\n\n\n\u003Cp>This combination of the parenthesis, dot and asterisk captures any instance of an object, regardless of the variable attached to it. For example, if you’re looking to extract any page URL containing the directory \u003Cstrong>“folder”\u003C\u002Fstrong>, you would use \u003Cstrong>^\u002Ffolder\u002F(.*)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"1\">$1\u003C\u002Fh4>\n\n\n\n\u003Cp>This allows you to extract whatever is captured from the first instance of \u003Cstrong>(.\u003Cem>)\u003C\u002Fem>\u003C\u002Fstrong>\u003Cem>. This function is used commonly in rewrite rules. For example, if you want to change the directory folder of \u003Cstrong>\u002Fservice-a\u002F\u003C\u002Fstrong> to \u003Cstrong>\u002Fservice-b\u002F\u003C\u002Fstrong>, whilst keeping all the pages either side of folder the same, you would format as: \u003Cstrong>(.\u003C\u002Fstrong>\u003C\u002Fem>\u003Cstrong>)\u002Fservice-a\u002F(.\u003Cem>) $1\u002Fservice-b\u002F$2\u003C\u002Fem>\u003C\u002Fstrong>\u003Cem> (any additional \u003Cstrong>(.\u003C\u002Fstrong>\u003C\u002Fem>\u003Cstrong>)\u003C\u002Fstrong> warrants another dollar sign followed by the next consecutive number).\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"\">[^…]\u003C\u002Fh4>\n\n\n\n\u003Cp>If you combine square brackets with a caret, you can ignore the characters defined within the square bracket. For instance, by placing \u003Cstrong>[^0-9]\u003C\u002Fstrong> after a URL, no numbered variants of a URL would be captured.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"d\">d\u003C\u002Fh4>\n\n\n\n\u003Cp>Similar to \u003Cstrong>[0-9]\u003C\u002Fstrong>, this also means catching any number.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"w\">w\u003C\u002Fh4>\n\n\n\n\u003Cp>Whilst with square brackets, you need to define specifically which case to capture \u003Cstrong>[A-Z]\u003C\u002Fstrong> or\u003Cstrong> [a-z]\u003C\u002Fstrong>, \u003Cstrong>w\u003C\u002Fstrong> is a quick command that allows you to capture any letter in either case.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"w\">W\u003C\u002Fh4>\n\n\n\n\u003Cp>Captures any character that is NOT a letter, number or underscore.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"s\">s\u003C\u002Fh4>\n\n\n\n\u003Cp>This command allows you to capture space.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"summary-of-regex-metacharacters\">Summary of RegEx Metacharacters\u003C\u002Fh2>\n\n\n\n\u003Cp>Just passing by? Here’s a quick summary of each metacharacter for reference:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-regular\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Metacharacter\u003C\u002Fstrong>\u003Cb> \u003C\u002Fb>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Definition\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd> \u003C\u002Ftd>\u003Ctd>Uses a metacharacter’s literal meaning\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>.\u003C\u002Ftd>\u003Ctd>Replaces a single character\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>^\u003C\u002Ftd>\u003Ctd>Begins with\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>$\u003C\u002Ftd>\u003Ctd>Ends with\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>|\u003C\u002Ftd>\u003Ctd>Or: used to separate similar variables\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>?\u003C\u002Ftd>\u003Ctd>Matches the variable with or without the preceding character\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>+\u003C\u002Ftd>\u003Ctd>Matches the preceding character one or more times\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>*\u003C\u002Ftd>\u003Ctd>Matches the preceding character, zero, or more times\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>( )\u003C\u002Ftd>\u003Ctd>Used to group characters together and extracting groups\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>[ ]\u003C\u002Ftd>\u003Ctd>Used to extract numbers or letters (case sensitive command)\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>{ }\u003C\u002Ftd>\u003Ctd>Used after square brackets, determines what character\u002Fnumber length to capture\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>(.*)\u003C\u002Ftd>\u003Ctd>Captures any set object\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>$1\u003C\u002Ftd>\u003Ctd>Allows you to capture the object captured from (.*)\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>[^…]\u003C\u002Ftd>\u003Ctd>Ignores characters within square brackets\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>d\u003C\u002Ftd>\u003Ctd>Captures any number\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>w\u003C\u002Ftd>\u003Ctd>Captures any letter, number, or underscore, regardless of case\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>W\u003C\u002Ftd>\u003Ctd>Captures a character that is not a letter, number, or underscore\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>s\u003C\u002Ftd>\u003Ctd>Captures a space\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"where-can-regular-expression-be-applied\">Where can Regular Expression be applied?\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"google-analytics\">Google Analytics\u003C\u002Fh3>\n\n\n\n\u003Cp>Regular Expression can be used throughout Google Analytics, allowing your reporting analysis to become even more powerful and defined. For example, using the pipe function, you can define which IP Addresses or Referring Domains you’d like filtering from your performance data.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca href=\"http:\u002F\u002Fwww.lunametrics.com\u002Fregex-book\u002FRegular-Expressions-Google-Analytics.pdf\" target=\"_blank\" rel=\"noopener\">Regular Expression for Google Analytics\u003C\u002Fa> from LunaMetrics is a great resource if you’re looking to learn more about using Regular Expression in conjunction with Google Analytics.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"screaming-frog\">Screaming Frog\u003C\u002Fh3>\n\n\n\n\u003Cp>The industry standard SEO crawling software becomes even more powerful with the incorporation of Regular Expression. For instance, since Screaming Frog already crawls and extracts several SEO components from a webpage, you can create further objects to extract using RegEx. To start with, head to \u003Cstrong>Configuration > Custom > Extraction\u003C\u002Fstrong>. From there, configure the drop down menus to “RegEx” to enter in your Regular Expression depending on what component of the source code you wish to capture.\u003C\u002Fp>\n\n\n\n\u003Cp>Screaming Frog can do more with Regular Expression, not just its “\u003Cstrong>Extraction\u003C\u002Fstrong>“. Read this \u003Ca href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Fseo-spider\u002Fuser-guide\u002Fconfiguration\u002F\" target=\"_blank\" rel=\"noopener\">guide from Screaming Frog\u003C\u002Fa> for all of Regular Expression’s applications\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"redirects-via-htaccess\">Redirects via htaccess\u003C\u002Fh3>\n\n\n\n\u003Cp>In on-page SEO, Regular Expression is most commonly used when setting up Redirects via .htaccess. Saved as a text file on your site’s root directory, a .htaccess file allows you to avoid 404 errors and technical duplicate content whilst restoring and consolidating link equity via various Redirect Rules. Below is what a typical RedirectRule may look like:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cstrong>RewriteRule ^service\u002Fsearch-engine-optimisation\u002F?$ \u002Fservice\u002Fseo\u002F [R=301,L]\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Using the definitions of each metacharacter outlined previously in this guide, we can now deconstruct this RedirectRule. Firstly, after the type of redirect rule is stated (\u003Cstrong>RewriteRule\u003C\u002Fstrong>), the regular expression starts with a caret, meaning start by capturing the following folder: \u003Cstrong>service\u002Fsearch-engine-optimisation\u002F\u003C\u002Fstrong> . The question mark then communicates to capture that directory with or without the trailing slash. Finally, the dollar sign signals the completion of the regular expression, i.e. no more folders or pages need to be captured after \u003Cstrong>\u002Fsearch-engine-optimisation\u002F\u003C\u002Fstrong>. The RedirectRule then continues with what URL string the old URL should be redirected to.\u003C\u002Fp>\n\n\n\n\u003Cp>Please note, \u003Cstrong>[R=301,L\u003C\u002Fstrong>] is not part of Regular Expression. Rather, it’s part of mod_rewrite’s syntax that’s simply stating the type of redirect is a 301 (permanent) with the \u003Cstrong>“L”\u003C\u002Fstrong> indicating it’s the last command to be processed.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fwww.addedbytes.com\u002Farticles\u002Ffor-beginners\u002Furl-rewriting-for-beginners\u002F\" target=\"_blank\" rel=\"noopener\">URL Rewriting for Beginners\u003C\u002Fa> is an excellent resource if you’re looking to master redirects on your site.\u003C\u002Fp>\n\n\n\n\u003Cp>Regular Expression is nothing to be overwhelmed by. With the knowledge of each metacharacter in place, it’s only a case of going through each element of the command and deconstructing the characters one-by-one. If you have any outstanding questions regarding regular expression or any SEO practices, it’s applicable to (Google Analytics, Screaming Frog, redirects) then feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">Technical SEO\u003C\u002Fa> team.\u003C\u002Fp>\n",false,{"rendered":104,"protected":181},59,8378,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":188,"_yoast_wpseo_metadesc":189,"inline_featured_image":181,"footnotes":5},"Regular Expression (Regex) - The Definitive Guide for SEOs","New to Regular Expression? Need to refresh your RegEx knowledge? Impression's guide is one of the most comprehensive RegEx tutorials available on the 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With hundreds of pages to potentially go through, where should eCommerce SEOs start, and to what extent should they pursue keyword research? Thankfully, Alec Bertram had all the answers at April 2016’s BrightonSEO. His talk,\u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">“eCommerce Keyword Research, Completing Large-Scale Analysis in a Small-Scale World”\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\">, was predominantly focused on conversion-focused keywords, i.e. those with purchase intent, and gave insight into how to conduct extensive keyword research with a unique approach.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"back-to-basics\">\u003Cspan style=\"font-weight: 400;\">Back to basics\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Alec started his talk by covering the basics; why do we conduct keyword research and how? For many eCommerce SEOs, keyword research is our bread and butter but it’s useful to be reminded of this discipline from time to time. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"what-is-keyword-research\">What is keyword research?\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Keyword research is the process of understanding what your customers are searching for online. It’s the process of knowing the breadth and depth of the words, phrases, and topics your customers use to find products and services similar to yours. Undertaking proper keyword research allows you to inform your site structure, content strategy and link building strategy. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"how-do-we-conduct-keyword-research\">How do we conduct keyword research?\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For many SEOs, keyword research often starts with entering “seed” keywords into Google’s \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fadwords.google.com\u002FKeywordPlanner\">\u003Cspan style=\"font-weight: 400;\">Keyword Planner\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, but can extend to use the likes of \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fubersuggest.io\u002F\">\u003Cspan style=\"font-weight: 400;\">Ubersuggest\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> and \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002F\">\u003Cspan style=\"font-weight: 400;\">SEMrush\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, amongst others.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"conducting-thorough-keyword-research\">Conducting thorough keyword research\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Alec then proceeded to share his method of conducting eCommerce keyword research; a process that looks to unlock the real potential of Keyword Planner in addition to unlocking the real volume of search out there.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"collate\">Collate\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The first step in the process is typical to that of keyword research, i.e. enter a seed keyword into Keyword Planner to access Google’s first 800 related ideas. You then proceed to put each of \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">those\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> 800 keywords into keyword planner separately, revealing a further 640,000 keywords (800 x 800).\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"categorise\">Categorise\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The next step is to break down and categorise your keyword list by attribution groups. In eCommerce, an attribution is a variable used to describe your product, e.g. colour, size, material, occasion, style etc. Realising the themes of 640,000 keywords is obviously a resource-heavy affair so this task is best left to automation. It was at this juncture that Alec introduced the audience to his agency’s bespoke tool, \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fallotment.digital\u002Fkeyword\u002F\">\u003Cspan style=\"font-weight: 400;\">Keyword Intelligence\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, where one aspect of it allows you collate and realise keyword attributes.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"merge\">Merge\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Once your keyword list has been categorised into attributes, it’s then a case of merging these to create longer-tailed keywords, with multiple attribute variations, e.g. black leather shoes size 11. Although \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.toptal.com\u002Fmarketing\u002Fmergewords\" target=\"_blank\" rel=\"noopener noreferrer\">\u003Cspan style=\"font-weight: 400;\">mergewords\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> is seemingly the industry standard tool in combining keywords, it’s process and output is very much linear. Allotment Digital’s Keyword Intelligence tool is arguably a better alternative as it enables the user to retrieve every possible keyword combination and word order. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Once these new, reordered keywords have been retrieved, add them to your working attribution lists\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>This part of Alec’s talk was particularly insightful as it outlined the importance of keyword ordering. Ignoring keyword ordering can result in you ignoring a significant percentage of available search volume.\u003C\u002Fp>\n\u003Ch2 id=\"retrieving-search-volume\">\u003Cb>Retrieving search volume\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">What should be left now is a massively extensive list of keywords, some with keyword search volume and some without. To retrieve search volume data in bulk, consider these four tools:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cb>\u003Cb>Adwords API\u003Cbr \u002F>\n\u003C\u002Fb>\u003C\u002Fb>\u003Cb>\u003Cspan style=\"font-weight: 400;\">Although this is the most convenient solution, it’s difficult to retrieve Google’s AdWord API with solely the intent to use it for keyword research.\u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fli>\n\u003Cli>\u003Cb>Bing Ad Insight API\u003C\u002Fb>\u003Cb>\u003Cbr \u002F>\n\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">Bing’s API is an available option, although due to it’s search engine market share, a significantly smaller search volume is outputted.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgrepwords.com\u002F\">GrepWords\u003C\u002Fa> \u003C\u002Fstrong>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Grepword’s has a keyword data for approximately 15 million keywords. Although this sounds plenty, depending on the extent of your keyword research, this may only be skimming the surface.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Bulk Search Volume Tool\u003C\u002Fstrong>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Allotment Digital’s \u003Ca href=\"https:\u002F\u002Fvolumeapi.com\u002Frequest-volume.php\" target=\"_blank\" rel=\"noopener noreferrer\">Bulk Search Volume Tool\u003C\u002Fa> allows you to download search data for one million keywords at a time.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Personally, I’m excited to use Alec’s keyword research method for my eCommerce clients. It’s exhaustive, thorough, and exactly what keyword research needs to be for an industry whose sites are so typically large.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You can read Alec’s original presentation on eCommerce keyword research \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fallotment.digital\u002Flearn\u002Ftechnical-seo\u002Fadvanced-concepts\u002Fecommerce-keyword-research\u002F\">\u003Cspan style=\"font-weight: 400;\">here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":116,"protected":181},8389,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":510,"_yoast_wpseo_metadesc":511,"inline_featured_image":181,"footnotes":5},"BrightonSEO: eCommerce Keyword Research | Impression","Alex Bertram's talk on eCommerce keyword research at April 2016's BrightonSEO explaining a thorough method into researching keywords. Read more 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Siobhan Swainston’s talk was predominantly focused on the Fashion industry, the insights covered could be applicable to any eCommerce business. Her talk was split into 3 parts; preparing for seasonal demand, site structure, and product retire policy.\u003C\u002Fp>\n\u003Ch2 id=\"preparing-for-seasonal-demand\">Preparing for Seasonal Demand\u003C\u002Fh2>\n\u003Cp>The main takeaway from “Preparing for Seasonal Demand” was for eCommerce webmasters to be proactive rather than reactive with the topics their site’s cover. We need to anticipate when search trends are going to happen throughout the year and prepare content to capture this ahead of time. Granted, this isn’t always possible as many shareable topics and stories usually arise unexpectedly online, but using trend software like Google Trends can help allow for this.\u003C\u002Fp>\n\u003Cp>Siobhan then shared a great content approach to be able to execute this on-site. Firstly, create something as simple as a blog post so your site covers a speculative topic. Secondly, promote the content by linking to it internally (allowing also for link equity to pass) before finally sharing it via social media. As time passes, allow also for content updates to be uploaded. This will allow for your content to be increasingly more relevant and appealing in the eyes of search engines. From there, you’ll be able to analyse the volume of search traffic received around this topic and whether there is sufficient demand there to commercially pursue the topic further.\u003C\u002Fp>\n\u003Cp>It was at this point that Siobhan also shared a great keyword research tool, \u003Ca href=\"https:\u002F\u002Fwww.ayima.com\u002Fpulse\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Ayima Pulse\u003C\u002Fa>, which allows users to see market share for various keywords within SERPs.\u003C\u002Fp>\n\u003Ch2 id=\"site-structure\">Site Structure\u003C\u002Fh2>\n\u003Cp>The second part to Siobhan’s talk was focused on site structure and in particular, category pages and facets. Siobhan raised an interesting point saying how category pages are not necessarily there to sell products – this is obviously the job of the product page – so there’s an opportunity here to get creative. One method of achieving this is by including video content at category page level.\u003C\u002Fp>\n\u003Cp>She then advised to incorporate faceted navigation into category page structure in order to capture longer-tail keywords – something \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbrighton-seo-identify-fix-crawl-issues-barry-adams\u002F\">Barry Adams\u003C\u002Fa> also talked about earlier in the day. However, eCommerce SEOs need to be mindful of exactly which keywords to target pages whilst also being wary of indexation and duplicate content problems.\u003C\u002Fp>\n\u003Ch2 id=\"product-retirement-policy\">Product Retirement Policy\u003C\u002Fh2>\n\u003Cp>Siobhan concluded her talk with best practice approaches to dealing with out of stock products and their associated pages. Her best practice guidelines were dependent on time and how long a product has been out of stock:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>If the product has been \u003Cem>out of stock for a few days\u003C\u002Fem>, leave the page live whilst presenting alternate links to the user. This will allow them to navigate to similar products that are in stock providing a better user journey.\u003C\u002Fli>\n\u003Cli>If the product has been \u003Cem>out of stock for a few weeks or months\u003C\u002Fem>, canonicalise the product page back to its associated category page.\u003C\u002Fli>\n\u003Cli>Finally, if the product is \u003Cem>permanently out of stock,\u003C\u002Fem> 301 redirect the page to an associated category page or home page, or consider removing it entirely from your site.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Ultimately, it’s important to be mindful of your out of stock pages; they provide a negative user experience and, depending on how they’re formatted, can also provide thin and duplicate content resulting in wasted crawl budget.\u003C\u002Fp>\n",{"rendered":128,"protected":181},8390,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":705,"_yoast_wpseo_metadesc":706,"inline_featured_image":181,"footnotes":5},"BrightonSEO: Handling On-Site for eCommerce - Siobhan Swainston","Siobhan Swainston talked about handling on-site for retail & fashion businesses at April 2016's BrightonSEO. Read Impression's round-up of the talk here.",[708,183,191],39,[710],{"id":515,"name":516,"path":517},[195],[713,102,198,199,200,201,202,714,521,203,522],"post-2571","category-digital-marketing",[],[],[718,719,720,721],{"path":155,"name":156},{"path":210,"name":211},{"path":136,"name":137},{"path":164,"name":722},"BrightonSEO: Handling On-Site for Retail & Fashion Businesses – Siobhan Swainston",{"thumbnail":724,"medium":725,"medium_large":727,"large":729,"1536x1536":731,"2048x2048":733,"post-thumbnail":735,"12_col":737,"default_landscape":739,"default_portrait":741,"6_col_and_margin_short":743,"11_col_and_margin":745,"9_col_rectangle":747,"11_col":749,"staff_image_696_600":751,"rectangular_thumbnail":753},{"url":132,"width":216,"height":216},{"url":726,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":728,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":730,"width":223,"height":224},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":732,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=scale&h=1025&q=90&w=1536",{"url":734,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=scale&h=1367&q=90&w=2048",{"url":736,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":738,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":740,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":742,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":744,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":746,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":748,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":750,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":752,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":754,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[756],{"id":183,"path":251,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":757},{"full_bio":10,"job_title":11,"specialist_service_links":758,"photo":763},[759,761],{"page":760,"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":762,"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":764},{"thumbnail":56,"thumbna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see it often, weekly in fact; marketers sweat blood into creating a single piece of content, they have it published, perhaps have it circulated on their social media sites for a week before immediately moving onto the next piece. This conveyor belt of content creation is not only predictable for all parties involved (including the user!), it also doesn’t allow for the true potential of your content to be realised.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Last year, Edd wrote about how \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">good content is \u003Ca href=\"\u002Fblog\u002Fcreating-content-with-purpose\u002F\" target=\"_blank\" rel=\"noopener\">content with purpose\u003C\u002Fa>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\"> and he’s absolutely right. If you’re an advocate of this and create content that’s considered and researched, then by default, it’s not throwaway. Just because your content hasn’t received the engagement you initially anticipated, this doesn’t mean that it should be disregarded. There has to be a place for it in some corner of the internet. It might just be a case that your promotional strategy hasn’t been right.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>There are other methods that you can employ to unlock further engagement and reach of your content – methods that go beyond conventional PR, link building and social media promotion. These are methods that are tried, tested and can constitute both on-page and off-page framework.\u003C\u002Fp>\n\u003Cp>Consider implementing one of the following tactics (or a combination thereof) to encourage further reach of your content. By doing so, you’ll also realise more ROI for your inbound and outbound marketing efforts.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"republishing\">\u003Cspan style=\"font-weight: 400;\">Republishing\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">As a first port-of-call, consider revisiting and republishing previous content from your site. This is the process of editing old content and publishing it again. The trick is to choose content published from a while ago; something that you still consider to have inherent value today. Here are three practiced methods of going about republishing a piece of content:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Col>\n\u003Col>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Covering the same topic as before, but on a new page\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">Rewrite the same content, with a slightly altered content or keyword focus, and upload it onto a new page as a new article. The original content might have a general format, e.g. “Tactics to boost your content’s reach and longevity“, with the newer article being more listicle focused, like this one.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>Covering the same topic as before, whilst 301 redirecting the old content to it\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">This second approach is similar to the one stated above, but once you upload the new content, you 301 redirect the old page to it. This not only allows link equity to pass, it also allows you to retain and build on keyword rankings.\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>\u003Cb>Update the content on its existing page\u003C\u002Fb>\u003Cb>\u003Cbr \u002F>\n\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">By far the simplest approach, all that’s involved here is to update the content from before. Perhaps there have been new findings that have since made your content outdated? Or, you’re now more clued up on the topic and can deliver some additional insight? Whatever your reason, make sure you also add the republishing date along with a note to say what’s been edited and why. This evergreen approach was previously employed by a previous colleague of mine, \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fan-evergreen-content-case-study\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Chris Fielden\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, and to great SEO success.\u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003C\u002Fol>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Employing one of the above will give you reason to redistribute previous topics, allowing for additional amplification of content in addition to what you previously achieved. Not only does Google favour fresh new content in SERPs, republishing content will also boost your site’s relevancy and authority for the associated keywords.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">For more information on republishing, view this useful \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fwhy-google-rewards-re-publishing-whiteboard-friday\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Whiteboard Friday\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> from Moz.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"repurposing\">\u003Cspan style=\"font-weight: 400;\">Repurposing\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Repurposing involves taking content from before and adapting it slightly to suit a new format. For instance, repurposing an infographic could involve cutting it up and presenting it on LinkedIn’s SlideShare, or even as a \u003C\u002Fspan>\u003Ca href=\"http:\u002F\u002Fspeckyboy.com\u002F2015\u002F09\u002F17\u002Flong-scrolling-web-design-trend\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">long-scrolling webpage\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">? Another example would be taking a video and editing it into several smaller videos ready for social (this is actually an example of \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmicro-content-guide\u002F\">micro content\u003C\u002Fa>\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">, as explored by Laura in a previous blog post). \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">This process might well be the perfect solution to revitalise some of your existing content, especially if you later discover that historically, certain types of content have worked best in certain formats. You never know, getting the format right might be the missing piece of the puzzle, allowing you to get results that go far beyond what the original iteration achieved.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"replicating\">\u003Cspan style=\"font-weight: 400;\">Replicating\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">What I’m referring to here is the licensing of your content, but in a way that’s correct, sustainable and most importantly, panda \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">and\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> penguin-proof. To many online marketers, licensing content (otherwise known as syndication) wreaks of duplicate content. And at first glance, I guess that’s a fair enough assumption. After all, it’s the process of your on-site content appearing elsewhere in it’s entire, or near-entire form. However, by following the below dos and don’ts, you can license your content in a safe and results-driven way:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cul>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>\u003Ci>Exercise your technical SEO chops whilst licensing\u003C\u002Fi>\u003C\u002Fb>\u003Cb>\u003Cbr \u002F>\n\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">When your content is republished on an external site, ensure the licensed content is credited with a link back to the original. This is another indicator to Google (besides your published date preceding theirs) that you are the originator. Not only does this approach earn you a backlink, it also helps you retain or even boost your rankings for that particular subset of keywords. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cbr \u002F>\n\u003C\u002Fspan>\u003Cspan style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Although other SEO-friendly approaches exist, these may be tricky to negotiate. For example, you could ask for a cross-domain canonical tag that points to the original, or for the licensed version to contain a “noindex,follow” meta robots tag. Although both of these approaches qualify and convey the same signals to search engines, they’re reliant on site owners having the technical know-how to implement.\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>\u003Cb>\u003Ci>\u003Cb>\u003Ci>Only target relevant sites, and ones with a larger authority than yours\u003C\u002Fi>\u003C\u002Fb>\u003Cb>\u003Ci>\u003Cbr \u002F>\n\u003C\u002Fi>\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">As well as using licensing as an exercise to boost backlinks, it’s just as important encourage additional referral traffic. It’s critical, therefore, to target purely relevant sites and ones with a larger readership than yours. Targeting several low-quality sites will have minimal referral benefits and if anything, it’s reminiscent of older, more spammy link building practises.\u003C\u002Fspan>\u003C\u002Fi>\u003C\u002Fb>\u003C\u002Fb>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cb>\u003Ci>Avoid over-egging this approach\u003C\u002Fi>\u003C\u002Fb>\u003Cb>\u003Ci>\u003Cbr \u002F>\n\u003C\u002Fi>\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\">Although there’s no strict duplicate content penalty associated with this type of practice, what exactly is harm? Why aren’t we all licensing content every hour of every day? The point is that while there’s no duplicate content issue involved in licensing the odd piece of content, there’s bound to be if you implement it upon mass. Yes, while you are technically thinning out the content available on a few pages, this is being subsidised for backlinks, valuable referral traffic and brand awareness. Going that step further will undoubtedly dilute your entire web presence, leaving you with little authority or brand left. Be sure to license sustainably; get the backlink pointing to the original content and ensure the audience is there.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Moz again produced a useful Whiteboard Friday on this topic. View it \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Fguest-blogging-content-licensing-without-duplicate-content-issues-whiteboard-friday\">\u003Cspan style=\"font-weight: 400;\">here\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> for additional insight into the licensing of content.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"reporting\">\u003Cspan style=\"font-weight: 400;\">Reporting\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Content creation should be nothing like shooting in the dark. As marketers, it’s our responsibility to ensure all content produces results, otherwise, what’s the point? By the same notion, it’s also a shame to not properly report on your content marketing results. With our conveyor belt of content, many of us can be guilty of this also. Content doesn’t just produce results for a month after its published. Done well, it can continue to produce results indefinitely.  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">If you’re producing a piece of content specifically designed to attract links and social shares, be sure to report on this for however long you deem them substantial. Continue to check for additional links by using Moz’s \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fhelp\u002Fguides\u002Fresearch-tools\u002Fopen-site-explorer\u002Fjustdiscovered\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">Just Discovered\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> tool on Open Site Explorer and use \u003C\u002Fspan>\u003Ca href=\"https:\u002F\u002Fwww.sharedcount.com\u002F\" target=\"_blank\" rel=\"noopener\">\u003Cspan style=\"font-weight: 400;\">SharedCount\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\"> to report on significant uplifts to social metrics. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>If you’re producing a piece of content to influence on-site metrics, use Google Analytics to determine the content’s influence as a landing page and other engagement metrics, like page views, bounce rate and average time on site. Analyse how it ranks in SERPs and cross reference this with how much monthly search traffic those keywords receive.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">A historic piece of content could still be producing results for you today. You’ll never know unless you check. As a search marketer in particular, proving return-on-investment is crucial. Continuing to report on your content marketing efforts, however old, will leave a lasting and indefinite ROI on the work you implement.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"summary\">\u003Cspan style=\"font-weight: 400;\">Summary\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">The great thing about these marketing approaches is that they’re malleable. You can intertwine republishing, repurposing and licensing to encompass both on-page and off-page activity. For example, you could create a republished version of an on-site blog post and repurpose it to suit the likes of LinkedIn’s \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002F\">\u003Cspan style=\"font-weight: 400;\">Pulse\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">, or \u003C\u002Fspan>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002F\">\u003Cspan style=\"font-weight: 400;\">Medium\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400;\">. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Although these approaches aren’t for constant use, they’re good to be aware of, especially if your business, or client’s business, is more underdeveloped both on-page and off-page.  Think less like a duplicate content-phobic search marketer and more like a human. After all, good content gets shared. Use them as part of your wider marketing toolkit to get even more traction from your content marketing efforts.\u003C\u002Fspan>\u003C\u002Fp>\n",{"rendered":140,"protected":181},8402,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":902,"_yoast_wpseo_metadesc":903,"inline_featured_image":181,"footnotes":5},"Four Re’s that’ll boost your content marketing | Impression","Find out how to use content republishing, repurposing, licensing and reporting to boost your content marketing's reach and longevity. ",[905,191],38,[],[195],[909,102,198,199,200,201,202,910,203],"post-2526","category-content",[],[],[914,915,916,917],{"path":155,"name":156},{"path":210,"name":211},{"path":146,"name":147},{"path":164,"name":139},{"thumbnail":919,"medium":920,"medium_large":922,"large":924,"1536x1536":926,"2048x2048":928,"post-thumbnail":930,"12_col":932,"default_landscape":934,"default_portrait":936,"6_col_and_margin_short":938,"11_col_and_margin":940,"9_col_rectangle":942,"11_col":944,"staff_image_696_600":946,"rectangular_thumbnail":948},{"url":142,"width":216,"height":216},{"url":921,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":923,"width":62,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":925,"width":223,"height":224},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":927,"width":68,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":929,"width":71,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":931,"width":74,"height":75},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":933,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":935,"width":80,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":937,"width":54,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":939,"width":74,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":941,"width":84,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":943,"width":86,"height":87},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":945,"width":89,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":947,"width":53,"height":54},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":949,"width":92,"height":93},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FIkd9IGHD-050720211625527687_photo-1457276587196-a9d53d84c58b.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[951],{"id":183,"path":251,"display_name":4,"job_title":11,"description":6,"avatar_url":111,"acf":952},{"full_bio":10,"job_title":11,"specialist_service_links":953,"photo":958},[954,956],{"page":955,"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":957,"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,"d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