[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Frhianne-moriarty":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":185,"head_links":188,"breadcrumbs":173,"posts":192,"pages":168,"head":1563},"Rhianne Moriarty","","I'm an Senior SEO Strategist at Impression. My days usually involve SEO copywriting, performing keyword research, conducting content audits and putting together competitor analyses - all tasks that help clients to achieve their SEO goals! I also love true crime and board games.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":29,"page_content_modules":84,"hero":169},"\u003Cp>Senior SEO Strategist. Joined Impression in January 2021.\u003C\u002Fp>\n\u003Cp>Prior to Impression, I worked in-house for 5 years as a marketing manager for a group of companies that provided managed IT services. I discovered how integral SEO was to digital marketing during that time and decided to make the move over to agency side and specialise in SEO.\u003C\u002Fp>\n\u003Cp>My days at Impression usually involve SEO copywriting, performing keyword research, conducting content audits and putting together competitor analyses – all tasks that help clients to achieve their SEO goals.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nAchieving a 1st Class Degree in Media and Communication\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’m always on the lookout for somewhere new to have a long walk, finished off with a big dinner and a drink at a country pub! I also love true crime and board games.\u003C\u002Fp>\n","Senior SEO Strategist",[13],{"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",{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":45},6352,"Rhianne-Moriaty","OxCBEwDu-Rhianne-Moriaty.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&q=90","\u002Frhianne-moriaty\u002F","33","rhianne-moriaty","inherit","2021-05-21 14:24:15","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[85],{"acf_fc_layout":86,"reduced":87,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":88,"posts":89},"author_posts",true,"Rhianne Moriarty’s posts",{"data":90,"pages":168},[91,107,123,135,147,159],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":105},"post","How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[100,102],{"name":4,"image":101},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":103,"image":104},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":106,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":92,"title":108,"excerpt":109,"to":110,"postedAt":111,"readingTime":112,"image":113,"authors":114,"category":122},"SEO Reporting Insights for 2026","\u003Cp>When performance shifts, the “why” isn’t always simple to pinpoint. While we’d love to always credit a specific metadata tweak or cannibalisation issue for changes in performance, the reality of search is often a complex web of external factors, technical nuances and shifting user behaviour.  Failing to account for these hidden drivers doesn’t just lead […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-reporting-insights-for-2026\u002F","2026-05-05T16:45:00",14,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[115,116,119],{"name":4,"image":101},{"name":117,"image":118},"Krista Timčuka","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":120,"image":121},"Charlie Cheyette","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":106,"name":18},{"type_key":92,"title":124,"excerpt":125,"to":126,"postedAt":127,"readingTime":128,"image":129,"authors":130,"category":132},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131],{"name":4,"image":101},{"to":133,"name":134},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":92,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":144},"How to optimise for Generative AI search","\u003Cp>A summary of main points Generative engine optimisation (GEO) prioritises being cited by AI over traditional ranking. Instead of just aiming for top search results, GEO focuses on making your content interpretable and trustworthy enough for Large Language Models (LLMs) to use it as a direct source in their answers. This discipline is an evolution […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F","2026-04-28T13:06:43",18,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":101},{"to":145,"name":146},"\u002Fblog\u002Fcategory\u002Fai\u002F","AI",{"type_key":92,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":152,"image":153,"authors":154,"category":156},"May 2022 Google Algorithm and search industry updates","\u003Cp>May saw the roll out of a core algorithm update – which has now officially completed. We’ve covered who the winners and losers are of this update, plus looking at the impact it has had. Amongst this major update, we’ve also covered other topics such as Google retracting information from their online certifications. The usual […]\u003C\u002Fp>\n","\u002Fblog\u002Fmay-2022-google-algorithm-and-search-industry-updates\u002F","2022-06-28T08:43:36",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=800%2C0%2C1600%2C1600&w=640",[155],{"name":4,"image":101},{"to":157,"name":158},"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"type_key":92,"title":160,"excerpt":161,"to":162,"postedAt":163,"readingTime":97,"image":164,"authors":165,"category":167},"December 2021 Google Algorithm and Search Industry Updates","\u003Cp>December 2021 saw Google complete a Product Review Update. Aside from that, there were several other algorithm and search industry updates.  This month’s Google algorithm and search updates post explores: A Roundup Of The Updates We Saw Throughout 2021 Updates to Local Search Results in Google Google Investigating Mass Notices From Search Console Coverage Issue […]\u003C\u002Fp>\n","\u002Fblog\u002Fdecember-2021-google-algorithm-and-search-industry-updates\u002F","2022-02-07T16:48:11","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166],{"name":4,"image":101},{"to":157,"name":158},"2",{"type":170,"style":171,"title":172,"heading":4,"intro":10,"services":12,"breadcrumbs":173,"photo":46,"social":185},"author","dark","Meet the Team",[174,177,180,183],{"path":175,"name":176},"\u002F","Home",{"path":178,"name":179},"\u002Fabout\u002F","About Us",{"path":181,"name":182},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":184,"name":4},null,{"twitter":186,"linkedin":187},"https:\u002F\u002Ftwitter.com\u002FRhianneKM","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frhianne-moriarty-837ab060\u002F",[189],{"rel":190,"href":191},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Frhianne-moriarty\u002F",[193,556,816,1004,1191,1376],{"id":194,"date":195,"date_gmt":195,"guid":196,"modified":96,"modified_gmt":96,"slug":198,"status":19,"type":92,"link":95,"title":199,"content":200,"excerpt":203,"author":204,"featured_media":205,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":206,"meta":207,"categories":210,"collections":213,"coauthors":214,"class_list":217,"acf":226,"head_links":227,"breadcrumbs":228,"url_path":95,"search_description":209,"featured_image_urls":235,"authors":270,"type_nicename":316,"reading_minutes":97,"category":317,"yoast_title":208,"yoast_meta":322,"yoast_json_ld":380,"_links":506},39551,"2026-07-20T11:37:51",{"rendered":197},"\u002F?p=39551","how-information-gain-solves-commodity-seo",{"rendered":93},{"rendered":201,"protected":202},"\n\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another?\u003C\u002Fp>\n\n\n\n\u003Cp>The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over competitors.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#understanding-information-gain-in-seo-and-its-significance\">Understanding information gain in SEO and its significance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#breaking-down-the-information-nugget\">Breaking down the 'information nugget'\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-science-of-the-sweet-spot\">The science of the 'sweet spot'\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#1-high-similarity-score-0-8-1-0-the-table-stakes\">1. High similarity (score: 0.8 – 1.0) The \"table stakes\"\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#2-moderate-similarity-score-0-4-0-7-the-sweet-spot-information-gain\">2. Moderate similarity (score: 0.4 – 0.7) | The \"sweet spot\" \u002F information gain\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#3-low-zero-similarity-score-0-0-0-3-the-semantic-drift-danger-zone\">3. Low\u002Fzero similarity (score: 0.0 – 0.3) | The \"semantic drift\" danger zone\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-information-gain-important\">Why is information gain important?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#does-google-use-information-gain-in-its-algorithm\">Does Google use information gain in its algorithm?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-are-the-best-tactics-to-demonstrate-information-gain-in-my-content\">What are the best tactics to demonstrate information gain in my content?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#conduct-and-publish-original-research\">Conduct and publish original research\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#share-first-hand-real-world-expertise\">Share first-hand, real-world expertise\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#implement-content-audits-focused-on-originality\">Implement content audits focused on originality\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#design-unique-visuals-diagrams-and-tools\">Design unique visuals, diagrams and tools\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#using-ai-to-help-speed-up-the-process-of-finding-unique-content-angles\">Using AI to help speed up the process of finding unique content angles\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-does-information-gain-improve-organic-search-performance\">How does information gain improve organic search performance?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#why-information-gain-drives-performance\">Why information gain drives performance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ensuring-good-information-gain-roi\">Ensuring good Information Gain ROI\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-measure-the-impact-of-information-gain-on-seo\">How to measure the impact of information gain on SEO\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"understanding-information-gain-in-seo-and-its-significance\">\u003Cstrong>Understanding information gain in SEO and its significance\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Information gain is a metric that evaluates the volume of unique insights, original data or specialised value your content provides in comparison to current search results.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"breaking-down-the-information-nugget\">Breaking down the ‘information nugget’\u003C\u002Fh3>\n\n\n\n\u003Cp>Derived from Google’s ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpatents.google.com\u002Fpatent\u002FUS8140449B1\u002Fen\">Detecting Novel Document Content\u003C\u002Fa>‘ patent, this concept involves search engines dissecting top-ranking pages into distinct ‘information nuggets’ – which are the individual facts, data points and ideas that make up an article.\u003C\u002Fp>\n\n\n\n\u003Cp>If your content echoes the same nuggets found in the top five results, your information gain score remains at zero. Conversely, introducing fresh nuggets such as exclusive expert views or new statistical results results in a much higher score, which Google factors into its ranking algorithm.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-science-of-the-sweet-spot\">The science of the ‘sweet spot’\u003C\u002Fh3>\n\n\n\n\u003Cp>But how does an algorithm actually recognise a “fresh nugget” without misinterpreting it as off-topic noise? The answer is mathematical distance.\u003C\u002Fp>\n\n\n\n\u003Cp>Search engines map concepts using a Knowledge Graph. To score your content for uniqueness, Natural Language Processing (NLP) algorithms translate your words into vector embeddings (geometric coordinates) to calculate the distance between your core topic and the secondary entities you mention.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Where your information nuggets land on this map determines your ranking potential. See below for a range of examples of content relevance using a hypothetical engagement ring guide for a jewellery brand.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-high-similarity-score-0-8-1-0-the-table-stakes\">1. High similarity (score: 0.8 – 1.0) \u003Cem>The “table stakes”\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>These are your consensus entities. They are mathematically locked to your core topic. If you don’t include them, the algorithm will assume your article is incomplete or low quality.\u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Entities: diamond, carat weight, clarity, colour, cut (the 4Cs), platinum, white gold, prong setting, jeweller.\u003C\u002Fli>\n\n\n\n\u003Cli>Contextual Example: “When selecting a diamond, understanding the 4Cs – carat, clarity, colour and cut is essential before choosing between a platinum or gold band.”\u003C\u002Fli>\n\n\n\n\u003Cli>The AI’s Perspective: You’re writing about rings – of course you’re talking about carats. (Zero information gain, but mandatory for baseline relevance).\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-moderate-similarity-score-0-4-0-7-the-sweet-spot-information-gain\">2. Moderate similarity (score: 0.4 – 0.7) | \u003Cem>The “sweet spot” \u002F information gain\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>These entities belong to the same topical universe but approach it from a fresh, sophisticated or modern angle. They signal to the algorithm that you are bringing unique value to the web, not just scraping top-ranking results.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Entities: blockchain tracking, lab-grown vs. mined, conflict-free sourcing, ring insurance, micro-pavé maintenance, finger shape ergonomics.\u003C\u002Fli>\n\n\n\n\u003Cli>Contextual example: “Modern buyers are shifting toward lab-grown diamonds verified via blockchain tracking to guarantee conflict-free sourcing, while also considering how finger shape ergonomics affects the choice of a micro-pavé band.”\u003C\u002Fli>\n\n\n\n\u003Cli>The AI’s perspective: This isn’t just another generic buyer’s guide; it introduces modern ethical tech and practical lifestyle advice. Reward this content for high information gain.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-low-zero-similarity-score-0-0-0-3-the-semantic-drift-danger-zone\">3. Low\u002Fzero similarity (score: 0.0 – 0.3) | \u003Cem>The “semantic drift” danger zone\u003C\u002Fem>\u003C\u002Fh4>\n\n\n\n\u003Cp>These entities are completely unrelated. Sometimes writers accidentally trip into this category by going down a metaphorical rabbit hole, which confuses the algorithm and dilutes the page’s topical authority.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Entities: crypto mining, sourdough fermentation, brake pad replacement, smart home automation.\u003C\u002Fli>\n\n\n\n\u003Cli>Contextual Example: “Finding a ring is tough, much like waiting for your sourdough fermentation to peak, or figuring out a smart home automation routine.”\u003C\u002Fli>\n\n\n\n\u003Cli>The AI’s Perspective: This content is losing focus. Downgrade its topical authority.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1254\" height=\"1254\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Falgorithm-content-relevance.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-39574\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cem>Image: How search algorithms score content relevance & uniqueness \u003C\u002Fem>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>“Covering only consensus entities makes your content a commodity. To signal true information gain to an algorithm, you must cross the boundary into the fringe – without falling into unrelated territory.”\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-6352\" style=\"aspect-ratio:1;object-fit:cover;width:200px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frhianne-moriarty-837ab060\u002F\">Rhianne Moriarty\u003C\u002Fa>, Senior SEO Strategist\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-is-information-gain-important\">\u003Cstrong>Why is information gain important?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">generative AI\u003C\u002Fa> making it effortless to churn out baseline content, Google is aggressively tweaking its systems to reward pages that add new information rather than just rewording or curating what already exists. High information gain is critical because it:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Builds topical authority – proving you have unique insights that position your brand as an industry leader.\u003C\u002Fli>\n\n\n\n\u003Cli>Secures AI Overview visibility – as informational content from sources that offer unique data points or expert analysis is heavily favoured by Google’s AI Overviews.\u003C\u002Fli>\n\n\n\n\u003Cli>Future-proofs rankings – because content built on original research cannot be easily replicated by AI models or competitors.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"does-google-use-information-gain-in-its-algorithm\">\u003Cstrong>Does Google use information gain in its algorithm?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Yes, and its footprint is visible across recent algorithm updates. Notably, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmarch-2025-google-algorithm-and-search-industry-updates\u002F\">Google’s March Core Update\u003C\u002Fa> heavily targeted low-effort, unoriginal content, signalling a permanent shift toward information uniqueness.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Ffundamentals\u002Fai-optimization-guide\">Google’s latest official guidance\u003C\u002Fa> encourages creators to provide unique viewpoints:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cem>“Providing a unique point of view: Our AI systems take a look at a variety of sources, so it can be helpful to have a unique viewpoint that stands out. For example, a first-hand review provides a unique perspective based on personal experience, whereas a summary of existing content simply restates information already available elsewhere. Create the content yourself based on what you know about the topic, and consider what in-depth experience you can bring to your content. Don’t just recycle what others on the internet have already said, or could easily be produced by a generative AI model.”\u003C\u002Fem>\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-are-the-best-tactics-to-demonstrate-information-gain-in-my-content\">\u003Cstrong>What are the best tactics to demonstrate information gain in my content?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To build an SEO strategy that avoids the echo chamber effect, you must utilise unique ‘information nuggets’ in your content pipeline. Here are some ways to execute this:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"conduct-and-publish-original-research\">Conduct and publish original research\u003C\u002Fh3>\n\n\n\n\u003Cp>Running custom industry surveys, analysing internal proprietary data or building original case studies will produce new data that search engines haven’t crawled before.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>B2C Example\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>B2B Example\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Instead of relying on generic ‘best paint colour’ lists, a home decor brand conducted a survey of 1,000 homeowners on their mood and productivity levels in different room colours. Publishing this specific ‘home-productivity’ index provided proprietary data that interior design blogs could cite, effectively outperforming stock-standard guides and earning high-quality backlinks.\u003C\u002Ftd>\u003Ctd>To address the generic ‘state of remote work’ articles, a project management software company analysed its own anonymised data from 50,000+ global accounts to uncover the actual decline in ‘deep work’ hours per week. By visualising this internal data as an interactive dashboard, they became the primary source for industry journalists, bypassing standard AI-generated summaries.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"share-first-hand-real-world-expertise\">Share first-hand, real-world expertise\u003C\u002Fh3>\n\n\n\n\u003Cp>Interview internal subject matter experts, feature quotes from industry professionals or describe your own proprietary methodologies and real-world testing results. This real experience can’t be simulated by an LLM.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>B2C Example\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>B2B Example\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>A boutique activewear retailer stopped simply listing ‘benefits of yoga mats’ and instead published a series of ‘stress-test’ videos featuring professional yoga instructors reviewing their mats after 100+ hours of intense hot yoga sessions. By detailing the wear patterns and specific grip failures, they offered product expertise that built immediate trust with potential buyers and is too difficult for an AI to factually replicate.\u003C\u002Ftd>\u003Ctd>An accounting firm replaced generic ‘how to file tax returns’ guides with a ‘Field Notes from the Audit Trail’ series. By having senior partners write about the specific, complex issues clients faced during recent tax audits (and exactly how they resolved them) the firm provided a level of specific, practical advice that generic SEO content lacked, directly satisfying queries from business owners looking for expert validation.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"implement-content-audits-focused-on-originality\">Implement content audits focused on originality\u003C\u002Fh3>\n\n\n\n\u003Cp>When updating old content, don’t just add keywords. Audit your content against current SERPs to identify what everyone else is saying and \u003Cstrong>deliberately write sections that cover what they missed.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Element\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Traditional SEO Approach\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Information Gain Approach\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Data & stats\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Cites publicly available studies, summarises existing industry reports.\u003C\u002Ftd>\u003Ctd>Leverages proprietary internal data, custom surveys or unique analysis.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Expertise\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Relies on generalist knowledge, synthesises information from other blogs.\u003C\u002Ftd>\u003Ctd>Features first-hand insights, ‘field notes,’ and quotes from internal subject matter experts.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Angle & strategy\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Mirrors the ‘consensus’ coverage of top-ranking SERP competitors.\u003C\u002Ftd>\u003Ctd>Disrupts the consensus by exploring ‘fringe’ sub-topics and providing counter-narratives.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Content goal\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Achieve ‘comprehensiveness’ by covering everything competitors cover.\u003C\u002Ftd>\u003Ctd>Achieve ‘uniqueness’ by adding value that cannot be easily replicated.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"design-unique-visuals-diagrams-and-tools\">Design unique visuals, diagrams and tools\u003C\u002Fh3>\n\n\n\n\u003Cp>Create custom infographics, diagrams or embed free interactive tools. Search engines process these elements as high-value, unique assets that will enrich a user’s search journey.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"using-ai-to-help-speed-up-the-process-of-finding-unique-content-angles\">\u003Cstrong>Using AI to help speed up the process of finding unique content angles\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In addition to manual exploration, it can be helpful to use an AI to speed things up and uncover opportunities you may have missed. By using a prompt such as the one below, you force the AI to act as a diagnostic tool rather than a generation tool. \u003C\u002Fp>\n\n\n\n\u003Cp>Instead of asking the AI to ‘write a post about X’ (which often leads to regurgitation), you are asking it to act as a content-gap auditor. This workflow ensures you start your drafting process by knowing exactly where the competition is failing to provide unique value, allowing you to build content that immediately offers higher information gain than every other result on page one.\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode>\n# Role: Expert SEO Content Strategist\n\n## Task: \nAnalyse the provided SERP context to identify \"consensus\" content and uncover high-value \"information gaps.\"\n\n## Input:\n1. Target Keyword: [INSERT KEYWORD HERE]\n2. Top Ranking URLs \u002F Text Content: [PASTE TOP 5 RANKING URLS HERE]\n\n## Instructions:\nStep 1: \"The Consensus Review\"\n- Analyse the input text. \n- List the recurring points, definitions, and arguments that are present in at least 4 of the 5 results. This represents the \"consensus.\"\n- Define this clearly so we know exactly what we are trying to *avoid* repeating.\n\nStep 2: \"The Gap Analysis\"\n- Look for what is missing. Identify specific perspectives, data types, expert anecdotes, or logical counter-arguments that are NOT covered by the consensus.\n- Search for \"Fringe Entities\"—related concepts or sub-topics that the top-ranking pages touch on but fail to explore in depth.\n\nStep 3: \"The Strategy Output\"\n- Propose 3 unique content \"nuggets\" that would provide high information gain.\n- For each nugget, explain:\n  - Why it is unique (what consensus it disrupts).\n  - How it provides \"real-world\" value (data, expert insight, or tool-based utility).\n  - A proposed H2\u002FH3 heading for this new section.\n\n\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-does-information-gain-improve-organic-search-performance\">\u003Cstrong>How does information gain improve organic search performance?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>By shifting from commodity content to unique value creation, you directly influence the signals Google’s algorithms use to determine quality and authority. The tactics discussed above improve performance by making your site an essential destination for search engines and users alike.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-information-gain-drives-performance\">Why information gain drives performance\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1254\" height=\"1254\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Finformation-gain-engine.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-39572\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Higher visibility in AI Overviews\u003C\u002Fstrong>\u003Cbr>By integrating proprietary data and specific expert insights, your content becomes the ‘source’ that Google’s AI models prioritise. When your page offers the unique data points that AI needs to synthesise accurate answers, you significantly increase your chances of securing citations in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-in-the-ai-era-optimising-for-google-ai-overviews-llms-video\u002F\">AI Overviews\u003C\u002Fa>.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Sustainable \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cstrong>link acquisition\u003C\u002Fstrong>\u003Cbr>\u003C\u002Fa>Original data, exclusive expert opinions and proprietary methodologies turn your site into a ‘one source of truth.’ Publishers and industry journalists are far more likely to link to a primary source of data than to a rehashed summary, fuelling your organic backlink profile.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Superior user engagement\u003C\u002Fstrong>\u003Cstrong>\u003Cbr>\u003C\u002Fstrong>High-value, fresh content lowers bounce rates and increases time-on-page. When your content provides the ‘nuggets’ of information users can’t find elsewhere, you generate positive UX signals that demonstrate to Google that your page effectively satisfies the user’s full search journey.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Cemented topical authority\u003C\u002Fstrong>\u003Cstrong>\u003Cbr>\u003C\u002Fstrong>Information gain is the engine of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsemantic-seo\u002F\">topical authority\u003C\u002Fa>. By consistently contributing unique viewpoints rather than regurgitating common knowledge, you signal to Google that your domain possesses depth and expertise. This holistic approach makes it easier for your entire site to rank, as you establish a reputation as a leader rather than an aggregator.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ensuring-good-information-gain-roi\">\u003Cstrong>Ensuring good Information Gain ROI\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cstrong>Information ROI = Information Gain (Value) – Information Cost (Effort).\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Even if your content is packed with unique insights and proprietary data, if it is trapped within a massive, poorly formatted wall of text, the “information cost” becomes too high. When the effort to find the answer exceeds the perceived value, the user bounces, signalling to Google that your page failed to resolve their query – regardless of how unique your content is.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Keep the following in mind:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Visual scannability:\u003C\u002Fstrong> Avoid walls of text. Break complex insights into bite-sized chunks using bullet points, bolding for key takeaways, frequent, descriptive H3 subheadings and adding jumplinks to the top of your content. If a user can’t grasp the value of your insight within five seconds of scanning, the interaction cost is too high.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Interactive progressive disclosure:\u003C\u002Fstrong> Use accordions, tooltips or tabbed interfaces to organise dense data. This allows users to forage for the specific data points they need without overwhelming them with information that isn’t relevant to their immediate intent.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Visual anchors: \u003C\u002Fstrong>Replace paragraph-heavy explanations with custom diagrams, callout boxes, or infographics. A well-designed visual anchor functions as a shortcut, allowing users to extract complex information gain in a single glance rather than reading hundreds of words.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Strategic white space:\u003C\u002Fstrong> Don’t crowd your unique insights. Use white space to isolate high-value data points. This creates a visual hierarchy that guides the user’s eye directly to the unique information gain, significantly reducing the cognitive load required to process your content.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-measure-the-impact-of-information-gain-on-seo\">\u003Cstrong>How to measure the impact of information gain on SEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To measure information gain, you have to look at indirect clues. By combining GSC data (what Google thinks your page is about) with GA4 data (how users actually behave), you can accurately audit and measure your impact.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>1. Total query expansion (GSC)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>If your information gain update worked, your page will become relevant to a broader web of topics.\u003C\u002Fp>\n\n\n\n\u003Cp>What to look for: Look at the total number of unique queries triggering impressions for that URL. If that number goes up, Google recognises that your content now provides new, unique angles.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>2. Referral traffic (GA4)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>While many AI-driven search journeys don’t result in an immediate click, it is still vital to measure referral traffic in GA4 to see how often your brand is being cited.\u003C\u002Fp>\n\n\n\n\u003Cp>Using the new \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9164320?hl=en#06112026:~:text=New%20AI%20Assistant%20traffic%20measurement\">AI Assistant channel\u003C\u002Fa> in Google Analytics 4 allows you to connect your information-gain strategy directly to concrete, real-world metrics, proving the commercial value of your high-quality content.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>3. Average engagement time (GA4)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>While GSC can’t see what happens on your site, Google Analytics 4 can.\u003C\u002Fp>\n\n\n\n\u003Cp>What to look for: Check the Average Engagement Time for that specific URL. If users are finding unique “nuggets” of information they couldn’t find elsewhere, this number will likely increase. If it is under 10–15 seconds, they are leaving immediately.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>4. Internal click-through rate (GA4)\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The ultimate sign of a solved search journey is that the user stops searching Google and starts navigating your site instead.\u003C\u002Fp>\n\n\n\n\u003Cp>What to look for: Track whether the update leads to more clicks on your internal links, newsletter sign-ups, or next-step pages.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Mastering information gain is essential to breaking free from commodity \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and building lasting search authority in an AI-driven landscape. If you’re ready to elevate your content strategy with unique, high-value insights that rank, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch with our team today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":94,"protected":202},64,39585,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":208,"_yoast_wpseo_metadesc":209,"inline_featured_image":202,"footnotes":5},"How Information Gain Solves Commodity SEO | Impression","Discover what information gain is in SEO, why Google rewards it and actionable strategies to build topical authority and outrank AI-generated content.",[211,212],1,42,[],[215,216],157,313,[218,92,219,220,221,222,223,224,225],"post-39551","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-technical-seo",[],[],[229,230,233,234],{"path":175,"name":176},{"path":231,"name":232},"\u002Fblog\u002F","Blog",{"path":106,"name":18},{"path":184,"name":93},{"thumbnail":236,"medium":238,"medium_large":240,"large":242,"1536x1536":246,"2048x2048":248,"post-thumbnail":250,"12_col":252,"default_landscape":254,"default_portrait":256,"6_col_and_margin_short":258,"11_col_and_margin":260,"9_col_rectangle":262,"11_col":264,"staff_image_696_600":266,"rectangular_thumbnail":268},{"url":98,"width":237,"height":237},640,{"url":239,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=120&q=90&w=200",{"url":241,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=461&q=90&w=768",{"url":243,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":247,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=922&q=90&w=1536",{"url":249,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1229&q=90&w=2048",{"url":251,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":253,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":255,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":257,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":259,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":261,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":263,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":265,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":267,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":269,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[271,279],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":273},"\u002Fabout\u002Four-team\u002Frhianne-moriarty\u002F",{"full_bio":10,"job_title":11,"specialist_service_links":274,"photo":277},[275],{"page":276,"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},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":278},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},{"id":280,"path":281,"display_name":103,"job_title":282,"description":283,"avatar_url":104,"acf":284},192,"\u002Fabout\u002Four-team\u002Fmilly-green\u002F","SEO Executive","My day-to-day as a part of the SEO team varies, involving keyword research, content writing and optimisations, analysis, reporting and looking into trends and insights for a range of different clients.",{"job_title":282,"full_bio":285,"specialist_service_links":286,"photo":289},"\u003Cp>SEO Executive. Joined Impression in May 2024\u003C\u002Fp>\n\u003Cp>I studied media at Sheffield Hallam University, then found a job at Frasers Group working on their product copy team writing product descriptions for the Flannels and House of Fraser sites. After 18 months there I moved to the SEO team as a content writer, then after 10 months there I decided I was ready for something\u002Fsomewhere new and started looking for agency roles, found Impression and here I am!\u003C\u002Fp>\n\u003Cp>My day-to-day varies, but typically involves keyword research, content writing and optimisations, analysis, reporting and looking into trends and insights for a range of different clients.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I am proud of myself for building a life that I genuinely love!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I like to go for walks in my local area then finishing with a drink in the pub. I also love cooking dinner and hosting for my friends, family and loved ones!\u003C\u002Fp>\n",[287],{"page":288,"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},{"ID":290,"id":290,"title":291,"filename":292,"filesize":293,"url":294,"link":295,"alt":5,"author":296,"description":5,"caption":5,"name":297,"status":37,"uploaded_to":23,"date":298,"modified":298,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":299},32172,"Milly-Green","Milly-Green.png",376204,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&q=90","\u002Fmilly-green\u002F","12","milly-green","2025-02-21 12:17:02",{"thumbnail":300,"thumbnail-width":47,"thumbnail-height":47,"medium":301,"medium-width":49,"medium-height":50,"medium_large":302,"medium_large-width":52,"medium_large-height":53,"large":303,"large-width":55,"large-height":56,"1536x1536":304,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":305,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":306,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":307,"12_col-width":67,"12_col-height":68,"default_landscape":308,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":309,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":310,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":311,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":312,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":313,"11_col-width":79,"11_col-height":68,"staff_image_696_600":314,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":315,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750","Article",[318,319],{"id":211,"name":18,"path":106},{"id":212,"name":320,"path":321},"Technical SEO","\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",[323,325,327,330,332,335,338,340,342,344,347,350,353,356,359,362,365,367,369,372,374,377],{"property":324,"content":208},"title",{"property":326,"content":209},"description",{"name":328,"content":329},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":190,"content":331},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F",{"name":333,"content":334},"og:locale","en-GB",{"property":336,"content":337},"og:type","article",{"property":339,"content":208},"og:title",{"property":341,"content":209},"og:description",{"property":343,"content":331},"og:url",{"property":345,"content":346},"og:site_name","Impression",{"property":348,"content":349},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":351,"content":352},"article:published_time","2026-07-20T11:37:51+00:00",{"property":354,"content":355},"article:modified_time","2026-07-20T11:37:53+00:00",{"property":357,"content":358},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fopen-graph-information-gain.png?auto=compress%2Cformat&q=90",{"property":360,"content":361},"og:image:width",1200,{"property":363,"content":364},"og:image:height",630,{"property":366,"content":39},"og:image:type",{"property":170,"content":368},"Rhianne Moriarty, Milly Green",{"property":370,"content":371},"twitter:card","summary_large_image",{"property":373,"content":358},"twitter:image",{"property":375,"content":376},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002FRhianneKM",{"property":378,"content":379},"twitter:site","@impressiontalk",{"@context":381,"@graph":382},"https:\u002F\u002Fschema.org",[383,396,405,409,423,433,499],{"@type":316,"@id":384,"isPartOf":385,"author":386,"headline":93,"datePublished":352,"dateModified":355,"mainEntityOfPage":388,"wordCount":389,"publisher":390,"image":392,"thumbnailUrl":394,"articleSection":395,"inLanguage":334},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F#article",{"@id":331},{"name":4,"@id":387},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Faf4bd01b9f17a1a4276ca25d2459ad00",{"@id":331},2337,{"@id":391},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":393},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&q=90",[18,320],{"@type":397,"@id":331,"url":331,"name":208,"isPartOf":398,"primaryImageOfPage":400,"image":401,"thumbnailUrl":394,"datePublished":352,"dateModified":355,"description":209,"breadcrumb":402,"inLanguage":404},"WebPage",{"@id":399},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":393},{"@id":393},{"@id":403},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F#breadcrumb","en",{"@type":406,"inLanguage":334,"@id":393,"url":394,"contentUrl":394,"width":407,"height":408},"ImageObject",2400,1440,{"@type":410,"@id":403,"itemListElement":411},"BreadcrumbList",[412,415,418,421],{"@type":413,"position":211,"name":176,"item":414},"ListItem","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":413,"position":416,"name":232,"item":417},2,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":413,"position":419,"name":18,"item":420},3,"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@type":413,"position":422,"name":93},4,{"@type":424,"@id":399,"url":414,"name":346,"description":5,"publisher":425,"inLanguage":334,"potentialAction":427},"WebSite",{"@id":426},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":428,"target":429,"query-input":432},"SearchAction",{"@type":430,"urlTemplate":431},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":434,"@id":426,"name":346,"url":414,"logo":435,"image":440,"sameAs":441,"@context":445,"email":446,"foundingDate":447,"legalName":448,"vatID":449,"description":450,"telephone":451,"address":452,"location":459,"areaServed":492},"Organization",{"@type":406,"inLanguage":334,"@id":436,"url":437,"contentUrl":437,"width":438,"height":439,"caption":346},"https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[442,443,444],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[460,469,481],{"@type":461,"name":462,"geo":463,"address":467,"photo":440,"telephone":468},"Place","Impression Digital - Nottingham",{"@type":464,"latitude":465,"longitude":466},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},"+44 01158 242 212",{"@type":461,"name":470,"geo":471,"address":474,"photo":479,"telephone":480},"Impression Digital - London",{"@type":464,"latitude":472,"longitude":473},"51.50237208377361","-0.09229841534284115",{"@type":453,"streetAddress":475,"addressLocality":476,"addressRegion":477,"postalCode":478,"addressCountry":458},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":461,"name":482,"geo":483,"address":486},"Impression Digital - New York",{"@type":464,"latitude":484,"longitude":485},"40.726722746949","-74.00527778220652",{"@type":453,"streetAddress":487,"addressLocality":488,"addressRegion":489,"postalCode":490,"addressCountry":491},"160 Varick St","New York","NY","10013","USA",[493,496,498],{"@type":494,"name":495},"Country","Worldwide",{"@type":494,"name":497},"GBR",{"@type":494,"name":491},{"@type":500,"@id":501,"name":4,"image":502,"description":6,"sameAs":504,"url":191},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Faf4bd01b9f17a1a4276ca25d2459ad00",{"@type":406,"inLanguage":334,"@id":503,"url":8,"contentUrl":8,"caption":4},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96a5f9d81a5210ab62b947ab19cdbcc5d1",[187,505],"https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002FRhianneKM",{"self":507,"collection":517,"about":520,"author":523,"replies":526,"version-history":529,"predecessor-version":533,"wp:featuredmedia":537,"wp:attachment":540,"wp:term":543,"curies":552},[508],{"href":509,"targetHints":510},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F39551",{"allow":511},[512,513,514,515,516],"GET","POST","PUT","PATCH","DELETE",[518],{"href":519},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts",[521],{"href":522},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftypes\u002Fpost",[524],{"embeddable":87,"href":525},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fusers\u002F64",[527],{"embeddable":87,"href":528},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=39551",[530],{"count":531,"href":532},16,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F39551\u002Frevisions",[534],{"id":535,"href":536},39581,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F39551\u002Frevisions\u002F39581",[538],{"embeddable":87,"href":539},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F39585",[541],{"href":542},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=39551",[544,547,550],{"taxonomy":545,"embeddable":87,"href":546},"category","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=39551",{"taxonomy":548,"embeddable":87,"href":549},"collections","\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=39551",{"taxonomy":170,"embeddable":87,"href":551},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=39551",[553],{"name":554,"href":555,"templated":87},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":557,"date":558,"date_gmt":558,"guid":559,"modified":111,"modified_gmt":111,"slug":561,"status":19,"type":92,"link":110,"title":562,"content":563,"excerpt":565,"author":204,"featured_media":566,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":206,"meta":567,"categories":568,"collections":569,"coauthors":570,"class_list":573,"acf":575,"head_links":576,"breadcrumbs":577,"url_path":110,"search_description":582,"featured_image_urls":583,"authors":615,"type_nicename":316,"reading_minutes":112,"category":695,"yoast_title":697,"yoast_meta":698,"yoast_json_ld":726,"_links":778},38914,"2026-05-05T16:44:59",{"rendered":560},"\u002F?p=38914","seo-reporting-insights-for-2026",{"rendered":108},{"rendered":564,"protected":202},"\n\u003Cp>When performance shifts, the “why” isn’t always simple to pinpoint. While we’d love to always credit a specific metadata tweak or cannibalisation issue for changes in performance, the reality of search is often a complex web of external factors, technical nuances and shifting user behaviour. \u003C\u002Fp>\n\n\n\n\u003Cp>Failing to account for these hidden drivers doesn’t just lead to incomplete reports; it erodes the trust of your stakeholders.\u003C\u002Fp>\n\n\n\n\u003Cp>The team at Impression has pulled together a collection of often-overlooked insights to help you dig deeper. These tips will help you move beyond the ‘what’ and master the ‘why’ – allowing you to tell a more compelling story and secure the buy-in you need.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#stay-vigilant-of-paid-vs-organic-cannibalisation-in-serps\">Stay vigilant of paid vs. organic cannibalisation in SERPS\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#serp-features-can-contribute-to-zero-click-searches\">SERP features can contribute to zero-click searches\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#intent-pruning-and-prioritising-conversion-over-top-of-funnel-reach\">Intent pruning and prioritising conversion over top-of-funnel reach\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#connecting-social-push-to-search-pull-with-linguistic-trend-mapping\">Connecting social ‘push’ to search ‘pull’ with linguistic trend mapping\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#dont-ignore-informational-content-value-when-54-4-of-uk-searches-are-now-zero-click\">Don’t ignore informational content value when 54.4% of UK searches are now zero-click\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#finding-hidden-value-in-googles-free-shopping-listings\">Finding \"hidden\" value in Google’s free shopping listings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#check-that-low-quality-legacy-pages-arent-holding-back-the-performance-of-your-other-content\">Check that low-quality legacy pages aren’t holding back the performance of your other content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#account-for-amazon-prime-day-and-other-amazon-sales-throughout-the-year\">Account for Amazon Prime Day and other Amazon sales throughout the year \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#if-youre-optimising-for-the-b2b-space-dont-dismiss-bing-as-part-of-your-strategy-or-reporting\">If you’re optimising for the B2B space, don’t dismiss Bing as part of your strategy or reporting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#check-for-leaks-in-user-experience-if-traffic-is-stable-but-sales-drop\">Check for leaks in user experience if traffic is stable but sales drop\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#dont-forget-about-last-years-promotions-when-comparing-the-year-vs-the-previous-year\">Don’t forget about last year’s promotions when comparing the year vs the previous year \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-weather-could-be-the-reason-behind-a-sudden-spike-or-a-sudden-drop-in-sessions-and-revenue\">The weather could be the reason behind a sudden spike or a sudden drop in sessions and revenue\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#if-sessions-are-looking-extremely-good-check-its-not-too-good-to-be-true\">If sessions are looking extremely good - check it’s not too good to be true\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"stay-vigilant-of-paid-vs-organic-cannibalisation-in-serps\">Stay vigilant of paid vs. organic cannibalisation in SERPS\u003C\u002Fh2>\n\n\n\n\u003Cp>To really optimise website content for the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fserp-features\u002F\">SERPs\u003C\u002Fa>, it’s important to ensure that paid media teams are working closely with the SEO team to ensure that ads are not running where \u003Cstrong>SEO already succeeds in too many cases.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst taking up real estate in the SERPs is a positive thing – and having your brand in both paid and organic listings can help foster brand confidence and trust (especially now with paid ads taking up more room and being harder to distinguish from organic listings!) – it’s worthwhile keeping an eye on how much the ad clicks could be costing you if you’re already ranking in position 1 for the same keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>There have been many websites that have had a drop off in clicks (especially for homepages) – as users tend to be more likely not to care about whether they click on an ad when they’re already confident with the website they’d like to land on. However, if they are searching for your brand specifically, they’re likely to click the organic listing if an ad isn’t present.\u003C\u002Fp>\n\n\n\n\u003Cp>In a specific example where this has been the case, we pulled together the correlation between organic branded clicks going down on the homepage and paid ad spend on branded keywords associated with the homepage (and subsequently clicks on those ads), increasing almost perfectly in line.\u003C\u002Fp>\n\n\n\n\u003Cp>So, if you’re losing clicks to your homepage, and have checked various other factors, e.g. seasonal demand, pausing\u002Freducing social media content, SERP feature changes etc,  then it’s worth reviewing with the paid media teams to ensure the right balance of ads are in place where organic listings are performing well and are visible right at the top of the SERPs (that part is vital!). It could be ads stealing your organic clicks!\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Takeaway:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It’s useful to run a test here and see what performance changes happen – rather than committing to lots of big changes straight away. Ads should only be paused if the organic result is visually dominant (not pushed down by AIOs\u002Fads) and usually has a high CTR.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>In cases where it’s actually SERP feature \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-cannibalisation\u002F\">\u003Cstrong>cannibalisation\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>, see below. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"serp-features-can-contribute-to-zero-click-searches\">SERP features can contribute to zero-click searches\u003C\u002Fh2>\n\n\n\n\u003Cp>Ranking #1 has traditionally always been the ultimate goal, but ranking in 1st position does not \u003Cstrong>always\u003C\u002Fstrong> mean you’re guaranteed clicks.\u003C\u002Fp>\n\n\n\n\u003Cp>If you notice that clicks are starting to decline, despite high rankings, look at the actual search page layout. Google might have dropped a “People Also Ask” block, a product grid or an AI overview right on top of you – the latter, contributing to the ‘zero click’ phenomenon. You’re still technically the first blue link in the organic list, but visually, you’re much further down. Since we can’t rank higher than #1, we have to pivot.\u003C\u002Fp>\n\n\n\n\u003Cp>Recent data pulled together by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.aleydasolis.com\u002Fen\u002Fsearch-engine-optimization\u002Fserp-shifts-ads-remonetized\u002F\">Aleyda Solis\u003C\u002Fa> shows that paid results have nearly doubled their click share in \u003Cstrong>some\u003C\u002Fstrong> places, forcing brands to buy back visibility they previously earned organically. To adapt, businesses should stop treating this as \u003Cstrong>just\u003C\u002Fstrong> an AI problem and instead diversify their presence by investing in high-growth organic areas like YouTube, Reddit and brand-building.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, it’s worth looking at what SERP features are present and evaluating what you can do to show up in those spaces, too. For example, ensuring total data alignment between your Google Merchant Centre feed and on-site Product Variant structured data, while focusing on descriptive product titles and competitive factors like price and shipping policies to help increase visibility in product grids\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcallum-lockwood\u002F\">Callum Lockwood\u003C\u002Fa> on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmajestic.com\u002Fseo-in-2025\u002Fadditional-insights\u002Fcallum-lockwood\">Majestic’s podcast series SEO in 2025\u002F2026\u003C\u002Fa> offers some helpful advice on how to increase visibility on product grids.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"intent-pruning-and-prioritising-conversion-over-top-of-funnel-reach\">Intent pruning and prioritising conversion over top-of-funnel reach\u003C\u002Fh2>\n\n\n\n\u003Cp>Traffic counts can lie to you. If you update a guide and see clicks drop while sales rise, you’ve still succeeded. Moving big batches of content production from excessive, broad “top of funnel” to specific “middle of funnel” answers scares off the window shoppers but keeps users with a higher buying intent\u003C\u002Fp>\n\n\n\n\u003Cp>You can diagnose “TOFU bloat” by auditing your top-trafficked pages; if your most popular guides contribute zero to your conversions or pipeline, you may have prioritised reach over resonance. Whilst content from all stages of the funnel is vital, too much TOFU content, without considering other stages of the user journey (MOFU and BOFU), could affect your bottom line.\u003C\u002Fp>\n\n\n\n\u003Cp>So if your vanity metrics, such as sessions, are dropping as a result of changing your strategy here, investigate whether this is really a ‘bad thing’ by taking a look at conversions on your new or optimised MOFU content.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"connecting-social-push-to-search-pull-with-linguistic-trend-mapping\">Connecting \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fpush-pull-marketing\u002F\">social ‘push’ to search ‘pull’\u003C\u002Fa> with linguistic trend mapping\u003C\u002Fh2>\n\n\n\n\u003Cp>Search is the pull that follows the social push. TikTok creates the feelers (e.g. Fisherman-core), but Google handles the utility (e.g. Green Vests). People don’t always search for the trend name – they search for the components required to replicate it.\u003C\u002Fp>\n\n\n\n\u003Cp>In your reporting, you should move beyond static keyword volumes to track demand translation, specifically monitoring how social media shifts correlate with surges in descriptive, unbranded nouns and an expansion of unique long-tail queries. Instead of just tracking the trend name (e.g. “Fisherman-core”), audit the “Halo Effect” by measuring the growth in search surface area – where a single category page begins ranking for a higher diversity of aesthetic-related terms.\u003C\u002Fp>\n\n\n\n\u003Cp>By cross-referencing internal site search data with Google Search Console, impressions for “zero-volume” keywords (terms too new for SEO tools to catch, which represent the bleeding edge of consumer trends), you can prove to clients and stakeholders that you are capturing real-time human intent before the competition even identifies the trend\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Translate the Trend:\u003C\u002Fstrong> When a trend like “Quiet Luxury” or “Fisherman-core” spikes, don’t just optimise for the keyword. Create a “Trend Map” – e.g.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>\u003Cem>Social Term:\u003C\u002Fem> \u003C\u002Fstrong>“Coastal Grandmother”\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>\u003Cem>Google Search Term:\u003C\u002Fem> \u003C\u002Fstrong>“White linen button blouse,” “Straw sun hats,” “Ecru cashmere jumper”\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you have a blog post about a trend, link it directly to the category pages that actually house the products. This bridges the gap between the user’s inspiration and their purchase.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"dont-ignore-informational-content-value-when-54-4-of-uk-searches-are-now-zero-click\">Don’t ignore informational content value when 54.4% of UK searches are now zero-click\u003C\u002Fh2>\n\n\n\n\u003Cp>With more customers using AI to start their search journeys, we’re seeing a common theme: informational content is experiencing consistent click losses. This is because users are getting their answers elsewhere, whether that’s via YouTube, ChatGPT or Google’s AI Overviews.\u003C\u002Fp>\n\n\n\n\u003Cp>While it’s tempting to ask, \u003Cstrong>\u003Cem>“What’s the value of this content?”\u003C\u002Fem>\u003C\u002Fstrong>\u003Cstrong> \u003C\u002Fstrong>if clicks are down, that’s short-sighted. This content remains vital for supporting your primary keywords and, crucially, driving your brand’s visibility within AI-generated search results.\u003C\u002Fp>\n\n\n\n\u003Cp>I recommend setting up \u003Cstrong>AI visibility\u003C\u002Fstrong> tracking to communicate the value this content delivers across the wider search landscape. At Impression, we’re currently using tools like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fotterly.ai\u002F\">Otterly\u003C\u002Fa> to help clients report on this “invisible” reach.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"finding-hidden-value-in-googles-free-shopping-listings\">Finding “hidden” value in Google’s free shopping listings\u003C\u002Fh2>\n\n\n\n\u003Col start=\"6\" class=\"wp-block-list\">\u003C\u002Fol>\n\n\n\n\u003Cp>Google Shopping’s free listings have exploded over the last 12 months. They now appear across the vast majority of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">e-commerce\u003C\u002Fa> results and look almost identical to the paid shopping experience. By leveraging your Merchant Centre feed and structured data, you can drive high-intent revenue that simply appears as “organic” in GA4.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>To check your eligibility and start reporting on this specific win, I’d recommend:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Audit your feed\u003Cbr>\u003C\u002Fstrong>Ensure your Merchant Centre feed is healthy and that your product structured data validates correctly.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Isolate the data\u003C\u002Fstrong>\u003Cstrong>\u003Cbr>\u003C\u002Fstrong>In Google Search Console’s performance tab, add the “Merchant listings” search appearance filter. This helps you identify the specific keywords and product pages driving this performance.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The Narrative\u003C\u002Fstrong>\u003Cstrong>\u003Cbr>\u003C\u002Fstrong>Report on these metrics monthly to show how you’re winning “ad-like” space on the SERP without the CPC cost.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"check-that-low-quality-legacy-pages-arent-holding-back-the-performance-of-your-other-content\">Check that low-quality legacy pages aren’t holding back the performance of your other content\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’re working on a large site (like a large \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">e-commerce\u003C\u002Fa> clothing site, for example), sometimes you have to kill parts of your site to save the rest. Deleting hundreds of low-value, low-quality pieces of content, like old tags or expired promos, usually causes a temporary traffic dip, but we often see money pages start to climb. This is about \u003Cstrong>\u003Cem>crawl efficiency\u003C\u002Fem>\u003C\u002Fstrong> – because you’re forcing Googlebot to stop wasting time on pages with no value and focus on the pages that make you money. \u003C\u002Fp>\n\n\n\n\u003Cp>In large-scale e-commerce, thin content usually hides in these three places:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Thousands of URLs\u003C\u002Fstrong> created by color\u002Fsize\u002Fprice filters (e.g., …\u002Flamps?colour=grey&size=xl&price=low).\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Legacy tags\u003C\u002Fstrong> like “Summer 2019” that have three out-of-stock products.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Internal search results –\u003C\u002Fstrong>  where your site search pages are indexable, they are likely eating your crawl budget.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Run a crawl (e.g. Screaming Frog, Sitebulb or Lumar) and map it to your analytics. Any page that has \u003Cstrong>0 clicks, 0 conversions, and 0 backlinks\u003C\u002Fstrong> over the last 12 months is your primary candidate for removal.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"account-for-amazon-prime-day-and-other-amazon-sales-throughout-the-year\">Account for Amazon Prime Day and other Amazon sales throughout the year \u003C\u002Fh2>\n\n\n\n\u003Cp>If you sell your products both on your own site and via Amazon, it is very normal to see a site-side revenue dip during Prime Day. Shoppers aren’t necessarily ignoring your brand – they’re just chasing the convenience of their Prime membership. They see your product on your site and then jump to Amazon to check for a lightning deal or free next-day shipping.\u003C\u002Fp>\n\n\n\n\u003Cp>It isn’t necessarily a failure of your SEO – it can just be as simple as users shopping around for the best deals.\u003C\u002Fp>\n\n\n\n\u003Cp>In the meantime, it’s useful to map events like Prime Day out ahead of time and provide your own unique incentives for buying directly from the site, e.g. free gifts with purchase, discounts and other perks to help offset any dips you see around Amazon Prime Day.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-youre-optimising-for-the-b2b-space-dont-dismiss-bing-as-part-of-your-strategy-or-reporting\">If you’re optimising for the B2B space, don’t dismiss Bing as part of your strategy or reporting\u003C\u002Fh2>\n\n\n\n\u003Cp>B2B software clients often see a surprising amount of traffic from Bing compared to their B2C counterparts. I find the reason is largely environmental. Most corporate environments run on Windows PCs, and as such, Microsoft Edge and Bing are the default browser and search engine.\u003C\u002Fp>\n\n\n\n\u003Cp>Decision makers in these industries will likely be researching solutions to problems whilst in the workplace – meaning they’ll likely end up using Bing. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst Bing and Google have their similarities and well-optimised content, they should, in theory, perform well in both search engines; there are some slight differences and tips to take away here to open up your website entry points. For example, Bing places a distinct premium on domain age and multimedia quality, rewarding sites that offer high-resolution, visually rich assets and clear, fact-based content structures that are easily extractable by AI.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, the AI Performance Report in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-bing-webmaster-tools\u002F\">Bing Webmaster Tools\u003C\u002Fa> is really helpful to align your content with grounding queries, which are the specific phrases Microsoft Copilot uses to retrieve and cite sources. \u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"check-for-leaks-in-user-experience-if-traffic-is-stable-but-sales-drop\">Check for leaks in user experience if traffic is stable but sales drop\u003C\u002Fh2>\n\n\n\n\u003Cp>When sessions stay high but sales drop, your user journey might have developed a “leak.” This often happens after a site update or a change in calls-to-action (CTAs). I look at the bounce rate and “add-to-cart” ratios to see exactly where the friction starts. \u003C\u002Fp>\n\n\n\n\u003Cp>If users are still adding items to their baskets at the same rate but failing to check out, the issue is likely something like a new shipping cost or a broken payment gateway. If they aren’t even getting to the add to basket stage, the messaging or UX on the landing page is likely the culprit. This is where talking to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">CRO\u003C\u002Fa> teams is important (where applicable).\u003C\u002Fp>\n\n\n\n\u003Cp>You can check how often your items are added to the cart within the ‘monetisation’ section of GA4 and see helpful graphs and comparisons.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, this ‘purchase journey’ section shows the stages of the buying process and allows me to see changes in user behaviour compared to a previous date range, including steps such as ‘add to basket’ and ‘begin checkout’.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1055\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fpurchase-jounrey-leak.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38947\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"dont-forget-about-last-years-promotions-when-comparing-the-year-vs-the-previous-year\">Don’t forget about last year’s promotions when comparing the year vs the previous year \u003C\u002Fh2>\n\n\n\n\u003Cp>Year-on-year data can be deceptive if you forget last year’s incentives. A massive revenue drop despite stable traffic often traces back to a lapsed promotion. \u003C\u002Fp>\n\n\n\n\u003Cp>If you ran a “20% off” flash sale or a “Buy One Get One Free” deal last June, today’s full-price numbers will naturally look weak by comparison. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s helpful to check with the internal teams to see if we’re currently fighting against the memory of a previous discount. Without an active hook, users may simply be waiting for the next deal to drop.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-weather-could-be-the-reason-behind-a-sudden-spike-or-a-sudden-drop-in-sessions-and-revenue\">The weather could be the reason behind a sudden spike or a sudden drop in sessions and revenue\u003C\u002Fh2>\n\n\n\n\u003Cp>One of the biggest factors I faced when working for an outdoor furniture client was, of course, the weather. A sudden cold snap in April can kill demand overnight, or a really hot week in September could see sales surge. After many years of experience working on this website, I knew if our year-on-year data ever looked “off,” then a quick check of the local weather archives was in order. This allowed me to ensure that any drops or increases when comparing to the previous year were fairly accounted for.\u003C\u002Fp>\n\n\n\n\u003Cp>Helpful tools for looking into this include \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wunderground.com\u002Fhistory\u002F\">Wunderground \u003C\u002Fa>– look into major regions across the country(or countries) that the business operates in, and has seen large upticks or drops in traffic and then draw on any weather themes that could have affected sales in both the previous year and the current date range.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1926\" height=\"964\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fweather-seasonal-sale-changes.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38949\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Additionally, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweather.metoffice.gov.uk\u002Flearn-about\u002Fpast-uk-weather-events#y2024\">Met Office\u003C\u002Fa> has a helpful ‘weather history’ page, which details major weather events that date back over 20 years – complete with dates and regions affected in the UK.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-sessions-are-looking-extremely-good-check-its-not-too-good-to-be-true\">If sessions are looking extremely good – check it’s not too good to be true\u003C\u002Fh2>\n\n\n\n\u003Cp>Sometimes, domain visibility can spike for the randomest things – once, one of my clients ranked for song lyrics for about two days (which was completely irrelevant to their business), but it affected their visibility, which skewed our ‘real’ data. \u003C\u002Fp>\n\n\n\n\u003Cp>My advice is to dig a little deeper and don’t always just take visibility at face value – if it looks too good to be true, explore the causes behind the visibility surge thoroughly – oftentimes, it is.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"final-thoughts\">\u003Cstrong>Final thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are a whole host of other factors that could be at play when it comes to reporting on your performance. There is also a lot of nuance with reporting for different types of industries, and subsequently, what sort of things we should look out for when we pull together these insights, but we’ll leave you with a final point:\u003C\u002Fp>\n\n\n\n\u003Cp>It is imperative that everyone in the marketing team talks to each other. This means that SEO, Paid Media, Strategy, Digital PR and Digital Experience teams, need to have a shared ‘hub’ of information that can be used to tell stories with data.\u003C\u002Fp>\n\n\n\n\u003Cp>Share marketing calendars, share dates that TV adverts or billboards are going live – annotate your GA4 and Google Search Console dashboard with any information or updates – it makes for a well-connected\u003Cstrong> view on what’s really happening with the data.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>One last tip\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>To take things one step further and understand media effectiveness and how each channel works together, look into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\">media mix modelling\u003C\u002Fa>, which helps you to determine how different media channels contribute towards achieving the desired marketing goals and uses this to provide an optimal budget distribution. It works by analysing historical data on various media channels and their impact on KPIs. It utilises collected data on media spend, KPIs such as conversions and other context variables such as events, trends or seasonality.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>We work closely with businesses and in-house marketing teams to ensure we’re telling insightful stories with data. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Need help with all things SEO and want to feel like you have fellow SEOs with years of experience helping you as an extension of your team? \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cstrong>Get in touch today\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":109,"protected":202},38953,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":202,"footnotes":5},[211],[],[215,571,572],203,229,[574,92,219,220,221,222,223,224],"post-38914",[],[],[578,579,580,581],{"path":175,"name":176},{"path":231,"name":232},{"path":106,"name":18},{"path":184,"name":108},"When performance shifts, the “why” isn’t always simple to pinpoint. While we’d love to always credit a specific metadata tweak or cannibalisation issue for changes in performance, the reality of search is often a complex web of external factors, technical nuances and shifting user behaviour.  Failing to account for these hidden drivers doesn’t just lead […]",{"thumbnail":584,"medium":585,"medium_large":587,"large":589,"1536x1536":591,"2048x2048":593,"post-thumbnail":595,"12_col":597,"default_landscape":599,"default_portrait":601,"6_col_and_margin_short":603,"11_col_and_margin":605,"9_col_rectangle":607,"11_col":609,"staff_image_696_600":611,"rectangular_thumbnail":613},{"url":113,"width":237,"height":237},{"url":586,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=134&q=90&w=200",{"url":588,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=516&q=90&w=768",{"url":590,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":592,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1031&q=90&w=1536",{"url":594,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1375&q=90&w=2048",{"url":596,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":598,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":600,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":602,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":604,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":606,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":608,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":610,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":612,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":614,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[616,623,660],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":617},{"full_bio":10,"job_title":11,"specialist_service_links":618,"photo":621},[619],{"page":620,"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},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":622},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},{"id":624,"path":625,"display_name":117,"job_title":282,"description":626,"avatar_url":118,"acf":627},78,"\u002Fabout\u002Four-team\u002Fkrista-timcuka\u002F","As an SEO strategist here at Impression, it's my responsibility to create bespoke SEO strategies for our clients, carved to suit their specific business needs by creating engaging content. ",{"job_title":282,"full_bio":628,"specialist_service_links":629,"photo":633},"\u003Cp>SEO Strategist. Joined Impression in June 2021.\u003C\u002Fp>\n\u003Cp>I joined the SEO team at Impression straight after graduating from Coventry University with a 1st class degree in Marketing and Advertising. Throughout my four years at university, I deliberately tried to immerse myself in each and every marketing project I could get my hands on to come out of university with an appreciation of marketing theory and real-life work experience.\u003C\u002Fp>\n\u003Cp>At Impression, my day to day involves content writing, pulling and analysing data and making recommendations.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I used to play for Latvia’s women’s and U18 Rugby 7s team\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Find me either in my greenhouse, on the rugby pitch or obsessing about yet another one of my houseplant’s leaves turning yellow.\u003C\u002Fp>\n",[630],{"page":631,"link_text":632},{"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},"SEO ",{"ID":634,"id":634,"title":635,"filename":636,"filesize":23,"url":637,"link":638,"alt":5,"author":16,"description":5,"caption":5,"name":639,"status":37,"uploaded_to":640,"date":641,"modified":641,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":642,"height":361,"sizes":643},17048,"krista-timcuka","krista-timcuka.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&q=90","\u002Fblog\u002Fthe-impact-of-life-leave-at-impression\u002Fkrista-timcuka-2\u002F","krista-timcuka-2",17036,"2022-05-04 09:54:06",1392,{"thumbnail":644,"thumbnail-width":47,"thumbnail-height":47,"medium":645,"medium-width":49,"medium-height":50,"medium_large":646,"medium_large-width":52,"medium_large-height":53,"large":647,"large-width":55,"large-height":56,"1536x1536":648,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":649,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":650,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":651,"12_col-width":67,"12_col-height":68,"default_landscape":652,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":653,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":654,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":655,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":656,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":657,"11_col-width":79,"11_col-height":68,"staff_image_696_600":658,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":659,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":661,"path":662,"display_name":120,"job_title":663,"description":5,"avatar_url":121,"acf":664},145,"\u002Fabout\u002Four-team\u002Fcharlie-cheyette\u002F","SEO Strategist",{"job_title":663,"full_bio":665,"specialist_service_links":666,"photo":669},"\u003Cp>SEO Strategist. Joined Impression in February 2023.\u003C\u002Fp>\n\u003Cp>Before joining Impression, I worked at a small creative agency in Lincoln. It was here that I started to build my skills and knowledge in SEO as well as other areas around digital marketing. I also started an alcoholic drinks company called Festico. This has helped me build my confidence and also exposed me to a range of experiences in the business world.\u003C\u002Fp>\n\u003Cp>My day-to-day at Impression can range from a variety of SEO tasks from keyword research to content writing, every day is different!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’m most proud of starting my own drinks company and the experiences it brings. More specifically, my proudest moment would be pitching the business to an audience of 200 people. Something I would never have imagined myself doing.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work, I’m always keeping up to date with F1, or anything else motorsport related. I also enjoy snowboarding when I get the chance.\u003C\u002Fp>\n",[667],{"page":668,"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},{"ID":670,"id":670,"title":671,"filename":672,"filesize":673,"url":674,"link":675,"alt":5,"author":296,"description":5,"caption":5,"name":676,"status":37,"uploaded_to":23,"date":677,"modified":677,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":678},33323,"Charlie-Cheyette","Charlie-Cheyette.png",362304,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&q=90","\u002Fcharlie-cheyette-2\u002F","charlie-cheyette-2","2025-05-29 11:54:16",{"thumbnail":679,"thumbnail-width":47,"thumbnail-height":47,"medium":680,"medium-width":49,"medium-height":50,"medium_large":681,"medium_large-width":52,"medium_large-height":53,"large":682,"large-width":55,"large-height":56,"1536x1536":683,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":684,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":685,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":686,"12_col-width":67,"12_col-height":68,"default_landscape":687,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":688,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":689,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":690,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":691,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":692,"11_col-width":79,"11_col-height":68,"staff_image_696_600":693,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":694,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[696],{"id":211,"name":18,"path":106},"SEO Reporting Insights for 2026 - Impression",[699,700,701,703,704,705,706,707,708,709,710,712,714,716,717,718,719,721,722,724,725],{"property":324,"content":697},{"name":328,"content":329},{"property":190,"content":702},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-reporting-insights-for-2026\u002F",{"name":333,"content":334},{"property":336,"content":337},{"property":339,"content":697},{"property":341,"content":582},{"property":343,"content":702},{"property":345,"content":346},{"property":348,"content":349},{"property":351,"content":711},"2026-05-05T16:44:59+00:00",{"property":354,"content":713},"2026-05-05T16:45:00+00:00",{"property":357,"content":715},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fopen-graph-SEO-Reporting-Insights-for-2026.png?auto=compress%2Cformat&q=90",{"property":360,"content":361},{"property":363,"content":364},{"property":366,"content":39},{"property":170,"content":720},"Rhianne Moriarty, Krista Timčuka, Charlie Cheyette",{"property":370,"content":371},{"property":373,"content":723},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002FIkmCxVHD-open-graph-SEO-Reporting-Insights-for-2026.png?auto=compress%2Cformat&q=90",{"property":375,"content":376},{"property":378,"content":379},{"@context":381,"@graph":727},[728,739,745,747,753,757,775],{"@type":316,"@id":729,"isPartOf":730,"author":731,"headline":108,"datePublished":711,"dateModified":713,"mainEntityOfPage":732,"wordCount":733,"publisher":734,"image":735,"thumbnailUrl":737,"articleSection":738,"inLanguage":334},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-reporting-insights-for-2026\u002F#article",{"@id":702},{"name":4,"@id":387},{"@id":702},2842,{"@id":391},{"@id":736},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-reporting-insights-for-2026\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&q=90",[18],{"@type":397,"@id":702,"url":702,"name":697,"isPartOf":740,"primaryImageOfPage":741,"image":742,"thumbnailUrl":737,"datePublished":711,"dateModified":713,"breadcrumb":743,"inLanguage":404},{"@id":399},{"@id":736},{"@id":736},{"@id":744},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-reporting-insights-for-2026\u002F#breadcrumb",{"@type":406,"inLanguage":334,"@id":736,"url":737,"contentUrl":737,"width":407,"height":746},1611,{"@type":410,"@id":744,"itemListElement":748},[749,750,751,752],{"@type":413,"position":211,"name":176,"item":414},{"@type":413,"position":416,"name":232,"item":417},{"@type":413,"position":419,"name":18,"item":420},{"@type":413,"position":422,"name":108},{"@type":424,"@id":399,"url":414,"name":346,"description":5,"publisher":754,"inLanguage":334,"potentialAction":755},{"@id":426},{"@type":428,"target":756,"query-input":432},{"@type":430,"urlTemplate":431},{"@type":434,"@id":426,"name":346,"url":414,"logo":758,"image":440,"sameAs":759,"@context":445,"email":446,"foundingDate":447,"legalName":448,"vatID":449,"description":450,"telephone":451,"address":760,"location":761,"areaServed":771},{"@type":406,"inLanguage":334,"@id":436,"url":437,"contentUrl":437,"width":438,"height":439,"caption":346},[442,443,444],{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},[762,765,768],{"@type":461,"name":462,"geo":763,"address":764,"photo":440,"telephone":468},{"@type":464,"latitude":465,"longitude":466},{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},{"@type":461,"name":470,"geo":766,"address":767,"photo":479,"telephone":480},{"@type":464,"latitude":472,"longitude":473},{"@type":453,"streetAddress":475,"addressLocality":476,"addressRegion":477,"postalCode":478,"addressCountry":458},{"@type":461,"name":482,"geo":769,"address":770},{"@type":464,"latitude":484,"longitude":485},{"@type":453,"streetAddress":487,"addressLocality":488,"addressRegion":489,"postalCode":490,"addressCountry":491},[772,773,774],{"@type":494,"name":495},{"@type":494,"name":497},{"@type":494,"name":491},{"@type":500,"@id":501,"name":4,"image":776,"description":6,"sameAs":777,"url":191},{"@type":406,"inLanguage":334,"@id":503,"url":8,"contentUrl":8,"caption":4},[187,505],{"self":779,"collection":784,"about":786,"author":788,"replies":790,"version-history":793,"predecessor-version":797,"wp:featuredmedia":801,"wp:attachment":804,"wp:term":807,"curies":814},[780],{"href":781,"targetHints":782},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38914",{"allow":783},[512,513,514,515,516],[785],{"href":519},[787],{"href":522},[789],{"embeddable":87,"href":525},[791],{"embeddable":87,"href":792},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=38914",[794],{"count":795,"href":796},19,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38914\u002Frevisions",[798],{"id":799,"href":800},38952,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38914\u002Frevisions\u002F38952",[802],{"embeddable":87,"href":803},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F38953",[805],{"href":806},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=38914",[808,810,812],{"taxonomy":545,"embeddable":87,"href":809},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=38914",{"taxonomy":548,"embeddable":87,"href":811},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=38914",{"taxonomy":170,"embeddable":87,"href":813},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=38914",[815],{"name":554,"href":555,"templated":87},{"id":817,"date":818,"date_gmt":818,"guid":819,"modified":127,"modified_gmt":127,"slug":821,"status":19,"type":92,"link":126,"title":822,"content":823,"excerpt":825,"author":204,"featured_media":826,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":206,"meta":827,"categories":830,"collections":832,"coauthors":833,"class_list":834,"acf":837,"head_links":838,"breadcrumbs":839,"url_path":126,"search_description":829,"featured_image_urls":844,"authors":876,"type_nicename":316,"reading_minutes":128,"category":884,"yoast_title":828,"yoast_meta":887,"yoast_json_ld":914,"_links":966},38836,"2026-04-29T09:58:01",{"rendered":820},"\u002F?p=38836","seo-and-digital-pr-platforms",{"rendered":124},{"rendered":824,"protected":202},"\n\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-technology\u002Fvelocity\u002F\">Velocity\u003C\u002Fa>, work in tandem to turn qualitative coverage into quantitative growth.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how each platform facilitates the crucial \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> synergy. Whether you’re an in-house lead looking to evolve your internal workflow or a peer benchmarking your own stack, this is how we connect the dots between a press release and a sustainable organic ranking.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#sistrix\">SISTRIX\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ahrefs\">Ahrefs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-search-console-google-analytics-4\">Google Search Console & Google Analytics 4\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seotesting-com\">SEOTesting.com\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#internallinking-com\">InternalLinking.com\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#responsesource\">ResponseSource\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#velocity\">Velocity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#otterly\">Otterly\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"sistrix\">\u003Cstrong>SISTRIX\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cbr>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.sistrix.com\u002F\">SISTRIX\u003C\u002Fa> acts as a common data layer that bridges the gap between Digital PR and SEO. It allows both teams to align their strategies by providing a shared, objective metric, ‘the Visibility Index’, to measure the tangible impact of PR campaigns on a website’s overall search presence.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"561\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-sistrix.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38883\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>Above: The Visibility Graph – showing green pins (digital PR annotations) and blue pins (algorithm updates)\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>Pros\u003C\u002Fth>\u003Cth>Cons\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Visibility Index Correlation:\u003C\u002Fstrong> Its greatest strength is the ability to plot PR campaign “go-live” dates as pins on a visibility graph, showing a direct correlation between a high-authority link windfall and a rise in overall domain visibility (though certain ‘paths’ can be analysed at a more granular level).   \u003Cbr>\u003Cstrong>Competitor Benchmarking:\u003C\u002Fstrong> Both teams can track “Share of Search” against competitors, identifying where a competitor’s PR activity is winning them more real estate.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Data Latency:\u003C\u002Fstrong> While great for long-term trends, it’s less useful for the “minute-by-minute” tracking of a viral PR story.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Long-term Impact Reporting.\u003C\u002Fstrong> Showing how consistent PR activity has moved the needle on organic visibility over 6–12 months.\u003C\u002Fp>\n\n\n\n\u003Cp>Sistrix is my first port of call when it comes to illustrating the relationship between visibility and organic efforts. Being able to draw a relationship between algorithm updates, link building, and their impact on visibility is great for helping us to tell better stories when it comes to reporting.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"ahrefs\">\u003Cstrong>Ahrefs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa> is a comprehensive SEO platform renowned for its extensive backlink database, in-depth competitor analysis, and robust tools for keyword research and site audits. It enables users to analyse competitor traffic, search rankings and linking strategies to optimise their own digital presence. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1084\" height=\"414\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-ahrefs.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38891\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>Above: The link intersect graph – showing where you and your competitors have links in common\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>Pros\u003C\u002Fth>\u003Cth>Cons\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Link Intersect:\u003C\u002Fstrong> Allows both teams to see where competitors are getting links from with high domain authority, meaning SEO can help with production of similar content that’s working well for competitors and digital PR teams can begin outreach to those publications, using SEO content.\u003Cbr>\u003Cstrong>Content Explorer:\u003C\u002Fstrong> A goldmine for digital PR, it helps find trending topics and the specific authors who wrote about them, ensuring pitches are highly targeted.\u003Cbr>\u003Cstrong>Keyword Explorer:\u003C\u002Fstrong> The SEO team can identify high-volume informational keywords and “people also ask” queries that signal what an audience is searching for, while the Digital PR team transforms those data points into newsworthy hooks or data-driven campaigns that journalists actually want to cover.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Credit System:\u003C\u002Fstrong> Intensive research (especially for large-scale PR prospecting) can burn through credits quickly, requiring tight coordination on usage.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Link Reclamation & Prospecting.\u003C\u002Fstrong> Identifying lost links for the SEO team to fix, or finding high-DR targets for a new campaign.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1990\" height=\"1188\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-ahrefs-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38889\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>Above: The best by links report also allows us to see which domains are not linking to a site, but are linking to competitors\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The ‘Best by Links’ report is my go-to for creating a solid collaborative piece of work between the SEO and digital PR team. It tells the DPR team exactly what kind of content actually attracts links in our niche, so we don’t waste time on ‘creative’ ideas that won’t rank. From an SEO\u002F\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\">GEO\u003C\u002Fa> standpoint, doing a link intersect helps both teams to understand where our client may be missing out compared to competitors in terms of brand authority.\u003C\u002Fp>\n\n\n\n\u003Cp>I can’t forget to mention that the Keywords Explorer function has been vital in understanding questions and keywords that users are searching for, understanding YoY trends behind them, and informing SEO x digital PR ideation sessions  – as we not only get to create content that will be of interest to journalists, but we’re helping to naturally acquire backlinks through relevant and helpful content that we know has a level of demand behind it.\u003C\u002Fp>\n\n\n\n\u003Cp>For specific keywords that the SEO and Digital PR teams want to track, SEOMonitor is a good tool with a whole host of features, including \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Ftools\u002Fusing-seomonitors-yoy-search-trends\u002F\">YoY Trends\u003C\u002Fa>, AI Overview presence and other AI tracking capabilities.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"google-search-console-google-analytics-4\">\u003Cstrong>Google Search Console & Google Analytics 4\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>These are our first-party data sources that validate what is actually driving value.\u003C\u002Fp>\n\n\n\n\u003Cp>Google Search Console and Google Analytics 4 (GA4) serve as the ultimate “verification and impact” suite, ensuring that the work of the digital PR team translates into measurable value for the SEO team.\u003C\u002Fp>\n\n\n\n\u003Cp>While GSC tracks the “Before” (how you appear in search and who is linking to you), GA4 tracks the “After” (what people do once they arrive from those links). Integrating them allows both teams to see the full journey of a backlink.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1984\" height=\"1400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-gsc-ga4.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38875\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>Pros\u003C\u002Fth>\u003Cth>Cons\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Brand Demand Tracking (GSC):\u003C\u002Fstrong> GSC can help to show the spike in branded searches following digital PR activity proving brand awareness even if the journalist didn’t include a link.  \u003Cbr>\u003Cbr>\u003Cstrong>Referral Traffic Analysis (GA4):\u003C\u002Fstrong> GA4 allows us to see exactly which PR placements are actually sending converting traffic, not just vanity traffic.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Data Complexity:\u003C\u002Fstrong> GA4’s interface can be a barrier for non-technical PRs; it usually requires the SEO team to build custom dashboards for them.\u003Cbr>\u003Cbr>\u003Cstrong>Data cut off:\u003C\u002Fstrong> Google Search Console enforces a strict 16-month rolling window for data retention, which acts as a major barrier for longitudinal SEO analysis. While you can bypass this limit by using the GSC API or the BigQuery Bulk Export to warehouse your data externally, relying solely on the native GSC interface means your historical performance has a built-in “expiration date.\u003Cbr>For users who want a simple, “plug-and-play” experience without managing external databases or third-party storage, this limitation is a significant pain point.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Attribution & ROI.\u003C\u002Fstrong> Proving that a digital PR-built link on a major news site didn’t just pass authority, but also drove £\u002F$ X,000 in sales.\u003C\u002Fp>\n\n\n\n\u003Cp>Google Search Console is useful for tracking spikes in branded search queries following a digital PR campaign. This provides evidence of increased brand awareness even in cases where a journalist mentions the brand without including a direct link. Meanwhile, I find that custom graphs in Google Analytics 4 can be a really interesting way to visualise a user journey and show how users who have landed on the site, either from referral or organic, behave on site.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"seotesting-com\">\u003Cstrong>SEOTesting.com\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>SEOTesting.com serves as the “scientific laboratory” where Digital PR and SEO teams move from guessing to proving the actual ROI of their work.\u003C\u002Fp>\n\n\n\n\u003Cp>While the digital PR team celebrates the launch of a high-profile media placement, the SEO team uses SEOTesting.com to run tests to measure the precise impact of those new links on organic rankings and click-through rates. \u003C\u002Fp>\n\n\n\n\u003Cp>By isolating the period when a major PR win went live, the platform allows both teams to see a clear “before and after” visualisation of how those specific editorial mentions moved the needle for target keywords. This collaboration transforms PR from a “brand awareness” cost centre into a data-backed growth engine, providing the digital PR team with the cold, hard evidence they need to justify their strategy to stakeholders.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"637\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-seo-testing.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38877\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>Above: The test dashboard shows users at a glance whether tests have had positive or negative results, with a more granular view available, too.\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>Pros\u003C\u002Fth>\u003Cth>Cons\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Time-Based Testing:\u003C\u002Fstrong> Used to run a “Split Test” on pages that received heavy PR focus to determine with statistical significance whether the links actually improved rankings for the target keywords.  \u003Cbr> \u003Cstrong>Annotation Automation:\u003C\u002Fstrong> It automatically pulls in GSC data and lets teams annotate PR activity, creating a clean “before and after” narrative.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Niche Focus:\u003C\u002Fstrong> It’s a specialised tool; it doesn’t replace the broader research capabilities of Ahrefs or Sistrix\u003Cbr>\u003Cbr>To get the most out of the tool, you need a basic understanding of SEO testing methodology.\u003Cbr>Because SEO is influenced by external factors (algorithm updates, seasonality, competitor moves), it can be difficult for beginners to distinguish between a “winning test” and general market noise without a solid grasp of how to set up control groups properly.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"888\" height=\"520\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-seo-testing-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38879\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>Above: SEOTesting does a fairly good job of summarising test results and also ensuring that wider market trends and other factors affecting the test pages are taken into account.\u003C\u002Fstrong>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Hypothesis Testing.\u003C\u002Fstrong> Proving that SEO and Digital PR spend is directly responsible for a 20% uplift in specific keyword groups.\u003C\u002Fp>\n\n\n\n\u003Cp>I find this tool to consistently help me with getting stakeholders to buy into an idea. When we can do a small test and show the impact from that, we are able to roll out the same tactics to a larger group of pages.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, the ability to annotate these tests can be a great way to ensure that stakeholders can see when backlinks to the pages were also secured, and allows us to ensure that the collaboration between both channels is always made clear.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>The Baseline:\u003C\u002Fstrong> These 5 pages currently get 1,000 clicks a month.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The Intervention:\u003C\u002Fstrong> We spent 2 hours refreshing the content and internal links on just these 5 pages.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The Data:\u003C\u002Fstrong> SEOTesting.com shows that 30 days later, these pages now get 1,200 clicks—a \u003Cstrong>20% lift\u003C\u002Fstrong>.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Buy-In\u003C\u002Fstrong>: If we apply this same logic to the other 500 underperforming pages, we can project an additional \u003Cstrong>20,000 monthly clicks\u003C\u002Fstrong> based on the data we just gathered.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"internallinking-com\">\u003Cstrong>InternalLinking.com\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While the digital PR team focuses on securing high-impact backlinks from major publications, Internalinking.com allows the SEO team to programmatically distribute that newfound ranking power from those specific landing pages to higher-priority commercial targets. \u003C\u002Fp>\n\n\n\n\u003Cp>By automating the mapping and auditing of these internal pathways, it ensures that a single PR “win” serves as a catalyst for site-wide growth, preventing link equity from stagnating and instead driving measurable organic performance to the pages that impact the bottom line.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"534\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-internallinking.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38895\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>Pros\u003C\u002Fth>\u003Cth>Cons\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Equity Distribution:\u003C\u002Fstrong> It identifies “Power Pages” (those with the most PR-built backlinks) and suggests internal links to “Product Pages” that need a boost.  \u003Cbr> \u003Cstrong>Gap Identification:\u003C\u002Fstrong> Helps the SEO team show the digital PR team exactly which content areas need more external “love” to support the site’s architecture.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Speed: \u003C\u002Fstrong>This process needs to be done in small batches to ensure that we’re not sending ‘spammy signals’ by changing a load of internal links in one go\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Ensuring internal “link juice” is being distributed efficiently and building authority signals to certain areas of a site.\u003C\u002Fp>\n\n\n\n\u003Cp>This tool identifies every instance of a keyword across a site, specifically highlighting where you have missed an opportunity to link to a target page.\u003C\u002Fp>\n\n\n\n\u003Cp>This allows you to strengthen the ‘internal web,’ boosting link equity and page importance. It’s a perfect bridge between digital PR and SEO. At Impression, when the digital PR team earns external coverage for a term like ‘Oval Diamond Rings,’ we use this tool to ensure our internal content is supporting that push. We’ll roll these internal links out in phases to ensure the growth looks organic rather than automated.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"responsesource\">\u003Cstrong>ResponseSource\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.responsesource.com\u002F\">ResponseSource\u003C\u002Fa> acts as a high-speed bridge between Digital PR and SEO by transforming real-time journalist inquiries into high-authority backlink opportunities. \u003C\u002Fp>\n\n\n\n\u003Cp>While the digital PR team uses the platform to provide expert commentary and storytelling that secures placements in top-tier publications, the SEO team ensures these responses are directed toward priority landing pages and high-value domains that satisfy Google’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcomple-e-a-t-a-framework\u002F\">E-E-A-T requirements\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>This collaboration turns reactive PR into a strategic link-building engine, where the SEO team’s data-driven targets are met through the digital PR team’s ability to fulfil immediate media needs, resulting in relevant, editorial-standard backlinks that are far more impactful than traditional outreach.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1408\" height=\"768\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-responsesource.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38887\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>Pros\u003C\u002Fth>\u003Cth>Cons\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Reactive PR (Newsjacking):\u003C\u002Fstrong> Allows the digital PR and SEO teams to jump on queries from journalists at top-tier publications immediately.  \u003Cbr>\u003Cstrong>Expert Positioning:\u003C\u002Fstrong> SEOs can provide the “technical” answers to journalist queries, which the PR team then packages to earn high-authority citations.\u003C\u002Ftd>\u003Ctd>\u003Cstrong>High Competition:\u003C\u002Fstrong> Thousands of others see the same queries, so the “win rate” depends entirely on the speed and quality of the response.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Reactive Link Building.\u003C\u002Fstrong> Securing links in the national press by providing expert commentary on trending news.\u003C\u002Fp>\n\n\n\n\u003Cp>ResponseSource allows you to pivot quickly on relevant media requests. To manage the high volume of opportunities, I use custom filters to categorise leads into dedicated labels, allowing for targeted searches on specific topics. \u003C\u002Fp>\n\n\n\n\u003Cp>From there, I either manage the outreach directly or brief the digital PR team on high-priority leads. Success here is a ‘game of speed.’ By having established thought leaders and a streamlined sign-off process, we can provide immediate expert commentary, significantly increasing our chances of securing top-tier coverage.\u003C\u002Fp>\n\n\n\n\u003Cp>This has \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fabigail-ahern\u002F\">worked well for me in the past\u003C\u002Fa> when it comes to ‘gifting guide’ season – for Black Friday, Christmas, Mother’s Day, etc. – there are often many journalists looking at a roundup of gift ideas, so it’s a great time to put forward your products.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"velocity\">\u003Cstrong>Velocity\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-technology\u002Fvelocity\u002F\">Velocity\u003C\u002Fa> maximises efficiency and ROI by replacing manual reporting with automated data crawling and objective, AI-driven relevance analysis. \u003C\u002Fp>\n\n\n\n\u003Cp>By tracking both linked and unlinked mentions via Ahrefs and Google’s Natural Language AI, it bridges the gap between Digital PR and SEO – ensuring your strategy is quantified, commercially aligned, and optimised for the future of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\">Generative Engine Optimisation (GEO)\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1420\" height=\"468\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-velocity.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38885\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Proving Long-Term ROI & Topical Relevance.\u003C\u002Fstrong> Quantifying exactly how a piece of coverage aligns with the client’s commercial entities and monitoring its authority “decay” or growth.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>\u003Cem>“Velocity saves us hours of manual reporting. Instead of just saying ‘we got a link,’ we can show the client exactly how that link is helping Google understand our expertise in a specific niche.”\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"960\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002FPete-Jovetic-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30722\" style=\"width:150px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fpetarjovetic\u002F\">Pete Jovetic, Executive Director of Organic Media\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"otterly\">\u003Cstrong>Otterly\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fotterly.ai\">Otterly.AI\u003C\u002Fa> acts as a specialised lens for \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\">Generative Engine Optimisation (GEO)\u003C\u002Fa>, bridging the gap between traditional SEO and the new era of AI-driven answers. It transforms how brands monitor and influence their visibility within platforms like ChatGPT, Perplexity, and Google AI Overviews. \u003C\u002Fp>\n\n\n\n\u003Cp>SEO teams use it to track “Share of Voice” and citation gaps, which Digital PR teams can then leverage to identify which publications and expert narratives are being pulled into AI responses, allowing them to reverse-engineer brand authority in the age of LLMs.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1123\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-otterly.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38893\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Ctbody>\u003Ctr>\u003Ctd>Pros\u003C\u002Ftd>\u003Ctd>Cons\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Multi-Platform Monitoring:\u003C\u002Fstrong> Tracks brand mentions and citations across six major platforms simultaneously, including ChatGPT, Perplexity, Gemini, and Microsoft Copilot.\u003Cstrong>GEO Audits:\u003C\u002Fstrong> Provides data-driven insights into why certain domains are cited over others, offering a roadmap for optimizing content to satisfy AI retrieval patterns (RAG).\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Steep Learning Curve:\u003C\u002Fstrong> As this is an AI visibility tool, there are naturally lots of new words and different reports which need to be learnt and understood. Fortunately, the Otterly team offers helpful demos and are on hand for questions.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>🧠 Best use case\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Identifying citation gaps for targeted \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Foutreach-5-top-tips\u002F\">\u003Cstrong>outreach\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>:\u003C\u002Fstrong> Mapping out the exact prompts where competitors are recommended by AI but your brand is missing, then using those insights to direct the Digital PR team toward the specific publications the AI is currently prioritising as “truth.”\u003C\u002Fp>\n\n\n\n\u003Cp>Brand Sentiment acts as a definitive measure of how AI models like Gemini or ChatGPT recommend your brand to users. By quantifying the tone and authority of AI citations, ranging from neutral mixed signals to high-magnitude championing scores, SEO teams can move beyond simple rankings to optimise for authoritative citations and gap-fill categories where competitors are being preferred.\u003C\u002Fp>\n\n\n\n\u003Cp>Simultaneously, Digital PR teams can use these insights as a reputation management tool, identifying specific topics where targeted outreach or expert content is needed to influence the AI’s training data and opinion of the brand. Ultimately, this data allows both teams to ensure the brand is actively endorsed as the superior choice, effectively pre-selling the customer before they visit the website.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"648\" height=\"404\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fseo-dpr-otterly-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38881\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"final-thoughts\">\u003Cstrong>Final thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The strategic selection and integration of a comprehensive tech stack is the essential connective tissue that unites creative outreach with technical precision for successful SEO and Digital PR collaboration. By operating within this established ecosystem, teams are able to transform qualitative coverage into measurable, quantitative growth\u003C\u002Fp>\n\n\n\n\u003Cp>The reviewed tools collectively address every stage of the SEO-digital PR synergy:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Platforms like SISTRIX bridge the gap with the objective ‘Visibility Index,’ allowing both teams to align their efforts and measure the tangible, long-term impact of PR campaigns on overall search presence.\u003C\u002Fli>\n\n\n\n\u003Cli>Ahrefs serves as a core platform for competitive benchmarking, content prospecting, and keyword-driven ideation, ensuring PR efforts focus on content that is proven to attract high-authority links. ResponseSource complements this by acting as a high-speed bridge, securing relevant, high-authority backlinks by providing immediate expert commentary on trending journalist inquiries.\u003C\u002Fli>\n\n\n\n\u003Cli>First-party data from GSC & GA4 validates the work, allowing for attribution and ROI reporting by tracking spikes in branded searches and identifying exactly which PR placements send converting traffic.\u003C\u002Fli>\n\n\n\n\u003Cli>SEOTesting.com acts as the scientific laboratory, using time-based split tests and annotations to statistically prove the precise impact of new links on keyword rankings, effectively justifying spend. \u003C\u002Fli>\n\n\n\n\u003Cli>Finally, tools like InternalLinking.com and the proprietary Velocity ensure that the newfound ranking power is efficiently distributed across the site and that the long-term ROI and topical relevance of coverage are consistently monitored.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>We act as an extension of your \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fin-housing-support\u002F\">\u003Cstrong>in-house marketing team,\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> helping you deliver best-in-class digital campaigns through performance strategy, practical support, and experimentation frameworks.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fus\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":125,"protected":202},38906,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":828,"_yoast_wpseo_metadesc":829,"inline_featured_image":202,"footnotes":5},"Platforms for seamless SEO and Digital PR collaboration | Impression","Discover the top tools to amplify SEO x digital PR collaboration. We review the tech stack needed to turn PR coverage into measurable organic growth. Learn more.",[831,211],45,[],[215],[835,92,219,220,221,222,223,836,224],"post-38836","category-digital-pr",[],[],[840,841,842,843],{"path":175,"name":176},{"path":231,"name":232},{"path":106,"name":18},{"path":184,"name":124},{"thumbnail":845,"medium":846,"medium_large":848,"large":850,"1536x1536":852,"2048x2048":854,"post-thumbnail":856,"12_col":858,"default_landscape":860,"default_portrait":862,"6_col_and_margin_short":864,"11_col_and_margin":866,"9_col_rectangle":868,"11_col":870,"staff_image_696_600":872,"rectangular_thumbnail":874},{"url":129,"width":237,"height":237},{"url":847,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=160",{"url":849,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=960&q=90&w=768",{"url":851,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":853,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1229",{"url":855,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1638",{"url":857,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":859,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":861,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":863,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":865,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":867,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":869,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":871,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":873,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":875,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[877],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":878},{"full_bio":10,"job_title":11,"specialist_service_links":879,"photo":882},[880],{"page":881,"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},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":883},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},[885,886],{"id":831,"name":134,"path":133},{"id":211,"name":18,"path":106},[888,889,890,891,893,894,895,896,897,898,899,900,902,904,906,907,908,909,910,911,912,913],{"property":324,"content":828},{"property":326,"content":829},{"name":328,"content":329},{"property":190,"content":892},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F",{"name":333,"content":334},{"property":336,"content":337},{"property":339,"content":828},{"property":341,"content":829},{"property":343,"content":892},{"property":345,"content":346},{"property":348,"content":349},{"property":351,"content":901},"2026-04-29T09:58:01+00:00",{"property":354,"content":903},"2026-04-29T10:22:16+00:00",{"property":357,"content":905},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fopen-graph-seo-digital-pr-platforms.png?auto=compress%2Cformat&q=90",{"property":360,"content":361},{"property":363,"content":364},{"property":366,"content":39},{"property":170,"content":4},{"property":370,"content":371},{"property":373,"content":905},{"property":375,"content":376},{"property":378,"content":379},{"@context":381,"@graph":915},[916,927,933,935,941,945,963],{"@type":316,"@id":917,"isPartOf":918,"author":919,"headline":124,"datePublished":901,"dateModified":903,"mainEntityOfPage":920,"wordCount":921,"publisher":922,"image":923,"thumbnailUrl":925,"articleSection":926,"inLanguage":334},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F#article",{"@id":892},{"name":4,"@id":387},{"@id":892},2963,{"@id":391},{"@id":924},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&q=90",[134,18],{"@type":397,"@id":892,"url":892,"name":828,"isPartOf":928,"primaryImageOfPage":929,"image":930,"thumbnailUrl":925,"datePublished":901,"dateModified":903,"description":829,"breadcrumb":931,"inLanguage":404},{"@id":399},{"@id":924},{"@id":924},{"@id":932},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F#breadcrumb",{"@type":406,"inLanguage":334,"@id":924,"url":925,"contentUrl":925,"width":934,"height":407},1920,{"@type":410,"@id":932,"itemListElement":936},[937,938,939,940],{"@type":413,"position":211,"name":176,"item":414},{"@type":413,"position":416,"name":232,"item":417},{"@type":413,"position":419,"name":18,"item":420},{"@type":413,"position":422,"name":124},{"@type":424,"@id":399,"url":414,"name":346,"description":5,"publisher":942,"inLanguage":334,"potentialAction":943},{"@id":426},{"@type":428,"target":944,"query-input":432},{"@type":430,"urlTemplate":431},{"@type":434,"@id":426,"name":346,"url":414,"logo":946,"image":440,"sameAs":947,"@context":445,"email":446,"foundingDate":447,"legalName":448,"vatID":449,"description":450,"telephone":451,"address":948,"location":949,"areaServed":959},{"@type":406,"inLanguage":334,"@id":436,"url":437,"contentUrl":437,"width":438,"height":439,"caption":346},[442,443,444],{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},[950,953,956],{"@type":461,"name":462,"geo":951,"address":952,"photo":440,"telephone":468},{"@type":464,"latitude":465,"longitude":466},{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},{"@type":461,"name":470,"geo":954,"address":955,"photo":479,"telephone":480},{"@type":464,"latitude":472,"longitude":473},{"@type":453,"streetAddress":475,"addressLocality":476,"addressRegion":477,"postalCode":478,"addressCountry":458},{"@type":461,"name":482,"geo":957,"address":958},{"@type":464,"latitude":484,"longitude":485},{"@type":453,"streetAddress":487,"addressLocality":488,"addressRegion":489,"postalCode":490,"addressCountry":491},[960,961,962],{"@type":494,"name":495},{"@type":494,"name":497},{"@type":494,"name":491},{"@type":500,"@id":501,"name":4,"image":964,"description":6,"sameAs":965,"url":191},{"@type":406,"inLanguage":334,"@id":503,"url":8,"contentUrl":8,"caption":4},[187,505],{"self":967,"collection":972,"about":974,"author":976,"replies":978,"version-history":981,"predecessor-version":985,"wp:featuredmedia":989,"wp:attachment":992,"wp:term":995,"curies":1002},[968],{"href":969,"targetHints":970},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38836",{"allow":971},[512,513,514,515,516],[973],{"href":519},[975],{"href":522},[977],{"embeddable":87,"href":525},[979],{"embeddable":87,"href":980},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=38836",[982],{"count":983,"href":984},32,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38836\u002Frevisions",[986],{"id":987,"href":988},38913,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F38836\u002Frevisions\u002F38913",[990],{"embeddable":87,"href":991},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F38906",[993],{"href":994},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=38836",[996,998,1000],{"taxonomy":545,"embeddable":87,"href":997},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=38836",{"taxonomy":548,"embeddable":87,"href":999},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=38836",{"taxonomy":170,"embeddable":87,"href":1001},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=38836",[1003],{"name":554,"href":555,"templated":87},{"id":1005,"date":1006,"date_gmt":1006,"guid":1007,"modified":139,"modified_gmt":139,"slug":1009,"status":19,"type":92,"link":138,"title":1010,"content":1011,"excerpt":1013,"author":204,"featured_media":1014,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":206,"meta":1015,"categories":1018,"collections":1020,"coauthors":1021,"class_list":1022,"acf":1025,"head_links":1026,"breadcrumbs":1027,"url_path":138,"search_description":1017,"featured_image_urls":1032,"authors":1064,"type_nicename":316,"reading_minutes":140,"category":1072,"yoast_title":1016,"yoast_meta":1075,"yoast_json_ld":1102,"_links":1154},34940,"2025-10-20T15:59:54",{"rendered":1008},"\u002F?p=34940","how-to-optimise-for-generative-ai-search",{"rendered":136},{"rendered":1012,"protected":202},"\n\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>A summary of main points\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Generative engine optimisation (GEO) prioritises being cited by AI over traditional ranking. Instead of just aiming for top search results, GEO focuses on making your content interpretable and trustworthy enough for Large Language Models (LLMs) to use it as a direct source in their answers.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>This discipline is an evolution of SEO, requiring both existing tactics and new tweaks. While good SEO fundamentals (like high-quality content and E-E-A-T) are still essential, GEO demands added emphasis on clarity, content structured for summarisation, a question and answer format, and, critically, earning brand citations.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Brand citations and consistent online presence are crucial for AI visibility. LLMs favour trusted sources. Your brand’s likelihood of being cited heavily depends on quality backlinks, positive press coverage, clearly structured factual content and maintaining a consistent brand message across all your online platforms.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#firstly-what-is-generative-engine-optimisation\">Firstly, what is generative engine optimisation?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-are-people-moving-towards-ai-engines-for-answers\">Why are people moving towards AI engines for answers?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#because-they-can-ask-questions-like-a-human\">Because they can ask questions like a human\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#because-they-get-synthesised-answers\">Because they get synthesised answers\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#geo-vs-seo-is-there-really-that-much-of-a-difference\">GEO vs SEO: Is there really that much of a difference?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-main-nuances-between-geo-and-seo\">The main nuances between GEO and SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#seo-tactics-still-very-much-matter-in-a-geo-world\">SEO tactics still very much matter in a GEO world\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#overall-general-advice-on-how-to-succeed-in-geo\">Overall general advice on how to succeed in GEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-publish-authoritative-content\">1. Publish authoritative content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-optimise-for-clarity-not-just-clicks\">2. Optimise for clarity, not just clicks\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-think-in-questions-and-answers\">3. Think in questions and answers\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-stay-human\">4. Stay human\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-prioritise-information-gain\">5. Prioritise information gain\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-above-all-brand-citations-and-mentions\">6. Above all, brand citations and mentions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#if-citations-of-my-brand-are-one-of-the-most-important-factors-for-success-how-do-i-know-what-influences-that\">If citations of my brand are one of the most important factors for success, how do I know what influences that?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-whether-your-brand-is-linked-to-credible-sources\">1. Whether your brand is linked to credible sources\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#what-matters\">What matters\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-your-press-coverage\">2. Your press coverage\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#effective-digital-pr-helps-you\">Effective Digital PR helps you\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-the-structure-of-your-content\">3. The structure of your content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#make-it-easy-for-the-machine\">Make it easy for the machine\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-your-brand-is-consistent-across-the-internet\">4. Your brand is consistent across the internet\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#tips-for-consistency\">Tips for consistency\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#heres-a-snippet-example-of-how-to-optimise-for-geo\">Here’s a snippet example of how to optimise for GEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#geo-additions\">GEO additions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#are-there-nuances-for-how-to-optimise-for-llms-across-ecommerce-b2b-and-local\">Are there nuances for how to optimise for LLMs across ecommerce, B2B and local?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-ecommerce\">1. Ecommerce\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#key-nuances\">Key nuances\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-b2b\">2. B2B\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#key-nuances\">Key nuances\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-local\">3. Local\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#key-nuances\">Key nuances\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-track-geo-success\">How to track GEO success\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#key-metrics-to-track-in-llms\">Key metrics to track in LLMs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-llm-tracking-differs-from-seo\">How LLM tracking differs from SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#tracking-across-multiple-llms\">Tracking across multiple LLMs\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#referral-traffic\">Referral traffic\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#clicks-vs-impressions\">Clicks vs. Impressions\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts-your-geo-checklist\">Final thoughts - your GEO checklist\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"firstly-what-is-generative-engine-optimisation\">\u003Cstrong>Firstly, what is generative engine optimisation?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Generative engine optimisation (GEO) is the art of optimising your content so large language models (LLMs) can interpret, trust and cite it. While traditional SEO is heavily focused on ranking, GEO is more about resonance. \u003C\u002Fp>\n\n\n\n\u003Cp>Right now, AI search engines aren’t dominating traffic, with Google still holding a significant lead. However, evidence points to LLMs gaining an increasing share of the market, and we’re already seeing brands that we work with making sales directly from users searching on these AI engines. \u003C\u002Fp>\n\n\n\n\u003Cp>What makes this traffic so valuable is that it’s often high-intent, leading to higher conversion rates than standard organic traffic. This is happening for a few key reasons: people trust chatbots and perceive their recommendations as more personalised, and the conversational nature of the interaction makes users feel more invested in the outcome than they would after a quick Google search.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-are-people-moving-towards-ai-engines-for-answers\">\u003Cstrong>Why are people moving towards AI engines for answers?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"because-they-can-ask-questions-like-a-human\">Because they can ask questions like a human\u003C\u002Fh3>\n\n\n\n\u003Cp>‘Best affordable ergonomic desk chair UK 2025’ isn’t how humans talk.\u003C\u002Fp>\n\n\n\n\u003Cp>Traditional search engines require us to translate our natural questions into search engine language for many queries – a string of keywords that can sometimes feel clunky and unnatural. \u003C\u002Fp>\n\n\n\n\u003Cp>Particularly for longer tail queries, we often have to guess what terms the search engine would understand best, rather than just asking the question directly. LLMs, on the other hand, understand and respond to natural language, making the interaction feel much more human and intuitive, like having a real assistant.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"because-they-get-synthesised-answers\">Because they get synthesised answers\u003C\u002Fh3>\n\n\n\n\u003Cp>Traditional search presents a list of potential answers in the form of search results, leaving the work of sifting through them to the user. LLMs aim to give you the direct answer or a concise summary upfront, saving you valuable time and the task of hopping between multiple websites to piece together one piece of information. \u003C\u002Fp>\n\n\n\n\u003Cp>Although the advent of AI overviews in traditional search has aided in synthesising and summarising chunks of information for users, these tend not to be as direct as generative engines, and are still (notoriously) subject to getting things wrong. Although the same rings true in that LLMs can hallucinate, many users prefer searching in a less ‘busy’ place with a more personalised experience.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"940\" height=\"788\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Ftraditional-vs-llm-search.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34951\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Searching for ‘best coffee cups’ in traditional search (left) brings up sponsored products and lists of opinion pieces, which the user then has to read. With the generative AI search on the right, I’ve entered a more complex and multi-faceted prompt, feeding the LLM all the things that are important to me, in which I’ve been provided with links to products that hit all my criteria, followed by an explanation as to why these were picked.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"geo-vs-seo-is-there-really-that-much-of-a-difference\">\u003Cstrong>GEO vs SEO: Is there really \u003C\u002Fstrong>\u003Cstrong>\u003Cem>that much\u003C\u002Fem>\u003C\u002Fstrong>\u003Cstrong> of a difference?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Yes… and no.\u003C\u002Fp>\n\n\n\n\u003Cp>Both SEO and GEO demand structure, authority and visibility. But where SEO rewards relevance for a query, GEO rewards understandability and the ease with which your content can be summarised.\u003C\u002Fp>\n\n\n\n\u003Cp>The core difference is that GEO is about being used as a source. Your content becomes part of someone else’s answer. Need support for GEO? Check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\">Generative Engine Optimisation services\u003C\u002Fa> here.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-main-nuances-between-geo-and-seo\">\u003Cstrong>The main nuances between GEO and SEO\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Feature\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>SEO (Traditional Search)\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>GEO (Generative Search)\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>Goal\u003C\u002Ftd>\u003Ctd>Rank at the top of SERPs\u003C\u002Ftd>\u003Ctd>Be the answer in AI chats\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Tactics\u003C\u002Ftd>\u003Ctd>Keywords, backlinks, metadata\u003C\u002Ftd>\u003Ctd>Clarity, authority, citations\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Optimisation Focus\u003C\u002Ftd>\u003Ctd>Web pages\u003C\u002Ftd>\u003Ctd>Web presence\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Success Metric\u003C\u002Ftd>\u003Ctd>Click-throughs \u003C\u002Ftd>\u003Ctd>Citations and mentions\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Output\u003C\u002Ftd>\u003Ctd>Links (results)\u003C\u002Ftd>\u003Ctd>Summaries and direct answers\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Content Format\u003C\u002Ftd>\u003Ctd>Titles, headers, structured text\u003C\u002Ftd>\u003Ctd>Factual, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsemantic-seo\u002F\">semantically rich\u003C\u002Fa> content\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>We’ll delve into this in more detail later on, but for now, it’s essential to remember that the work we already do to increase our visibility in search engines remains just as important, as it still relates to earning visibility in generative search.\u003C\u002Fp>\n\n\n\n\u003Cp>While there are definitely nuances in approaches to increasing visibility between SEO and GEO, there are also lots of similarities. Lily Ray and numerous other industry studies reveal a significant overlap between sites that perform well in SEO and those \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002Frise-ai-search-does-mean-seo-dead-lily-ray-g2lkf\">most frequently cited in AI answers\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Think of GEO as an evolution, not a revolution. Good SEO is a prerequisite for good GEO. Don’t scrap the strategy – tweak it.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"seo-tactics-still-very-much-matter-in-a-geo-world\">\u003Cstrong>SEO tactics still very much matter in a GEO world\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>There’s plenty we know to do as SEOs that can directly translate into GEO success, such as:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>SEO Tactic\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Why It Still Matters in GEO\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>High-quality content\u003C\u002Ftd>\u003Ctd>LLMs love thorough, factual information\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F\">E-E-A-T\u003C\u002Fa>\u003C\u002Ftd>\u003Ctd>Signals authority, trust and expertise\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Internal linking\u003C\u002Ftd>\u003Ctd>Aids context and relationship mapping\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmobile-first-index-guide\u002F\">Mobile optimisation\u003C\u002Fa>\u003C\u002Ftd>\u003Ctd>Ensures visibility and crawlability\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"overall-general-advice-on-how-to-succeed-in-geo\">\u003Cstrong>Overall general advice on how to succeed in GEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We’ve seen the similarities and differences between SEO and GEO. So, aside from continuing to nail what we already know with our SEO caps on, what is the general advice on ‘tweaks’ that are useful to keep in mind?\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-stripes\">\u003Ctable class=\"has-fixed-layout\">\u003Cthead>\u003Ctr>\u003Cth>\u003Cstrong>Insight\u003C\u002Fstrong> 💡\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>An LLM’s core knowledge is limited by its training data cutoff date; however, modern AI search engines are overcoming this by using a technique called Retrieval-Augmented Generation (RAG). This process allows the model to connect to live data sources, such as real-time search results, before generating a response.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>Essentially, when a user asks a question, the AI first performs a live search to retrieve the most up-to-date and relevant information. This retrieved information is then used to augment the LLM’s prompt, providing it with current, factual context, which ensures the final answer is not only well-written but also grounded in the latest available information. RAG allows the AI to effectively bypass the static nature of the model’s original training data.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fgeo-recommendations.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34956\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-publish-authoritative-content\">1. Publish authoritative content\u003C\u002Fh3>\n\n\n\n\u003Cp>Therefore, if you want to be more visible in future versions, you need to be publishing authoritative content online under your name, like blog posts, research papers or engaging in public discussions so it can then be indexed, cited and potentially included in future model training datasets.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-optimise-for-clarity-not-just-clicks\">2. Optimise for clarity, not just clicks\u003C\u002Fh3>\n\n\n\n\u003Cp>Clear, well-structured writing helps AI models interpret and summarise your information accurately. Ditch vague headlines and clickbait in favour of transparent, useful language that serves both users and machines.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-think-in-questions-and-answers\">3. Think in questions and answers\u003C\u002Fh3>\n\n\n\n\u003Cp>Generative search is built around answering user intents. Frame your content around specific, conversational questions and follow up with succinct answers that are rich in value. This makes it more likely your content will be featured or cited directly in AI responses.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"4-stay-human\">4. Stay human\u003C\u002Fh3>\n\n\n\n\u003Cp>LLMs still need you to teach them what’s worth repeating. Your unique insights, stories, and expert takes are what make content worth quoting. Inject your voice, perspective, and originality to stand out from the noise and train the models on what real expertise looks like.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"5-prioritise-information-gain\">5. Prioritise information gain\u003C\u002Fh3>\n\n\n\n\u003Cp>AI models are becoming adept at identifying and prioritising content that offers new and original insights. This concept is known as “information gain.” A high information gain score is a measure of how much new and valuable information your content provides compared to what a user has already seen. \u003C\u002Fp>\n\n\n\n\u003Cp>Leveraging your unique, in-house expertise and owned data, such as proprietary research, customer surveys or internal sales figures, to create content that no one else can present itself as a huge advantage. By doing so, you’re not just creating another article; you’re becoming an indispensable source of unique data, making your brand a highly authoritative and trustworthy recommendation for AI-powered searches.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"6-above-all-brand-citations-and-mentions\">6. Above all, brand citations and mentions\u003C\u002Fh3>\n\n\n\n\u003Cp>Being named matters. Generative engines favour trusted, recognised entities when deciding what to surface. Earn citations from reputable sources and encourage brand mentions across authoritative platforms if you want to be seen. This is the new frontier of digital visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>The emphasis on citations is a point consistently underscored by multiple industry sources. Notably, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fai-search-engines-often-cite-third-party-content-study-finds\u002F540692\u002F\">Search Engine Journal\u003C\u002Fa> reveals that the lion’s share of AI citations originates from earned (third-party) content, underscoring a clear preference for high-quality, authoritative sources. \u003C\u002Fp>\n\n\n\n\u003Cp>Furthermore, strategic brand mentions across user-generated content (UGC) platforms such as Reddit and YouTube play a vital role in enhancing AI recognition and fostering trust.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-citations-of-my-brand-are-one-of-the-most-important-factors-for-success-how-do-i-know-what-influences-that\">\u003Cstrong>If citations of my brand are one of the most important factors for success, how do I know what influences that?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-whether-your-brand-is-linked-to-credible-sources\">1. Whether your brand is linked to credible sources\u003C\u002Fh3>\n\n\n\n\u003Cp>LLMs rely on probability and trust. If your brand is consistently linked to credible sources, factual statements, and well-structured information, you’re more likely to show up in generative outputs.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-matters\">What matters\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Backlink quality\u003C\u002Fstrong>: Not all links are equal. High-authority links (e.g. from news outlets, .gov\u002F.edu, industry leaders) boost your brand’s perceived credibility\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Mentions in trusted Sources\u003C\u002Fstrong>: Even unlinked brand mentions in respected publications (Forbes, BBC, niche industry journals) can reinforce authority\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Citation frequency\u003C\u002Fstrong>: The more frequently your brand is referenced across reliable sites, the more likely it is to appear in generative summaries\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-your-press-coverage\">2. Your press coverage\u003C\u002Fh3>\n\n\n\n\u003Cp>When your brand gets press coverage, it’s doing more than just reaching an audience. It’s actually feeding the AI models that are shaping how information is found and shared. News sources are highly trusted, and what’s written about your brand can have a surprisingly long shelf life in the generative AI space. This is because once a model is trained, that data is ‘frozen’ until the next update, meaning any content included remains accessible to the model indefinitely.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"effective-digital-pr-helps-you\">Effective \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> helps you\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Maintain consistent brand messaging across various publications\u003C\u002Fli>\n\n\n\n\u003Cli>Associate your brand with new, relevant topics, e.g. ‘[brand] + sustainability’\u003C\u002Fli>\n\n\n\n\u003Cli>Produce a wealth of structured, quotable content that AIs can easily ingest\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-PR_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27525\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-the-structure-of-your-content\">3. The structure of your content\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s not just what you say, but how you say it. LLMs struggle with ambiguity and fluff. Content that’s well structured, semantically rich and factually grounded is far more likely to be cited.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"make-it-easy-for-the-machine\">Make it easy for the machine\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use bullet points, FAQs and summary boxes\u003C\u002Fli>\n\n\n\n\u003Cli>Include clear citations for facts, stats and external claims\u003C\u002Fli>\n\n\n\n\u003Cli>Avoid over-reliance on visual content – LLMs prioritise text\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"4-your-brand-is-consistent-across-the-internet\">4. Your brand is consistent across the internet\u003C\u002Fh3>\n\n\n\n\u003Cp>LLMs are diligent in that they read everything, but they’re wary of contradictions. If your brand is described ten different ways across the web, it becomes harder to trust and harder to cite. This is where it becomes vital to align \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, and content teams around consistent messaging\u003Cstrong>.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"tips-for-consistency\">Tips for consistency\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use the same ‘blueprint’ or key messaging across your owned content and third-party placements\u003C\u002Fli>\n\n\n\n\u003Cli>Regularly audit how your brand appears in AI tools by manually asking ChatGPT, Perplexity, Gemini, etc. Nik Ranger provides a brilliant strategy on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmajestic.com\u002Fseo-in-2025\u002Fadditional-insights\u002Fnik-ranger\">auditing your brand in generative search\u003C\u002Fa> and how to use this information to inform changes\u003C\u002Fli>\n\n\n\n\u003Cli>Update old content to align with your current positioning\u003Cbr>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"heres-a-snippet-example-of-how-to-optimise-for-geo\">\u003Cstrong>Here’s a snippet example of how to optimise for GEO\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In this short example, we’re focusing on optimising an ecommerce page with GEO in mind. Remember that this will slightly differ from B2B or local pages, which we’ll get to later.\u003C\u002Fp>\n\n\n\n\u003Col style=\"list-style-type:lower-alpha\" class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Conversational H1:\u003C\u002Fstrong> Can You Recycle Coffee Cups in the UK? A Clear Guide\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col start=\"2\" style=\"list-style-type:lower-alpha\" class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Quick answer box format (top of page):\u003C\u002Fstrong> Most paper coffee cups used in the UK cannot be recycled in standard household bins due to their plastic lining. While they look recyclable, most are coated with polyethene, which makes them waterproof but difficult to process in regular recycling systems.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col start=\"3\" style=\"list-style-type:lower-alpha\" class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Main body:\u003C\u002Fstrong> A 2023 report from WRAP (Waste & Resources Action Programme) estimated that fewer than 1 in 400 coffee cups are actually recycled correctly. That’s because only a handful of facilities – like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fjamescropper.com\u002Fcoffee-cup-recycling\u002F\">James Cropper’s CupCycling\u003C\u002Fa> plant – can separate the plastic and paper layers effectively. If you’re unsure whether a cup is recyclable, it’s safest to put it in general waste, or check with your \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gov.uk\u002Ffind-local-council\">local council\u003C\u002Fa> recycling service.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col start=\"4\" style=\"list-style-type:lower-alpha\" class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Better alternatives section\u003C\u002Fstrong>:\u003Cbr>\u003Cstrong>Reusable cups\u003C\u002Fstrong>: Most UK coffee chains now offer discounts for bringing your own cup. Brands like KeepCup and Stojo are popular, barista-friendly options.\u003Cbr>\u003Cstrong>Compostable Cups\u003C\u002Fstrong>: Look for cups certified to EN13432 or TUV OK compost standards. These break down in industrial composting facilities, though they still need correct disposal.\u003Cbr>\u003Cstrong>Recyclable-Lined Cups\u003C\u002Fstrong>: Some newer paper cups use water-based or plant-based linings (e.g. Frugalpac), which are accepted in standard paper recycling at select facilities.\u003Cbr>\u003Cstrong>Cup Return Schemes\u003C\u002Fstrong>: Chains like Starbucks and Costa now offer return-and-reuse schemes where used cups are collected and processed centrally.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1414\" height=\"2000\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fgeo-optimised-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34964\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"geo-additions\">GEO additions\u003C\u002Fh3>\n\n\n\n\u003Cp>You may notice that this way of optimising doesn’t differ too greatly from how we’d optimise for traditional search, but here’s what we made sure we covered:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Bold quick answer box\u003C\u002Fstrong> → helps LLMs extract concise, citable responses\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Stats with citations \u003C\u002Fstrong>→ adds authority and citation-ready content\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Named entities\u003C\u002Fstrong> (James Cropper, EN13432) → boosts recognition\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Clear headings and chunked information\u003C\u002Fstrong>, such as the ‘better alternatives’ section → easier for LLMs to summarise\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Conversational tone and question format title\u003C\u002Fstrong> → mirrors how users query within AI tools\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Link to source\u002Fmention of local council\u003C\u002Fstrong> → encourages LLMs to cite or connect your content to factual localised information\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>This page would also have structured data markup\u003C\u002Fstrong> (faq, howto, localbusiness) → to allow the LLM to see additional context\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"are-there-nuances-for-how-to-optimise-for-llms-across-ecommerce-b2b-and-local\">\u003Cstrong>Are there nuances for how to optimise for LLMs across ecommerce, B2B and local?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The overall general advice stays the same, but yes, there are definitely some differences. Here’s what we recommend for these scenarios.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-ecommerce\">1. Ecommerce\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>Goal:\u003C\u002Fstrong> For LLMs to accurately describe your products, compare them to competitors and answer common shopping questions such as ‘what is the best travel mug’.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-nuances\">Key nuances\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Hyper-specific product descriptions:\u003C\u002Fstrong> Go beyond basic features. Detail benefits, use cases, target audience and unique selling propositions. Think like a helpful sales assistant.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Structured data: \u003C\u002Fstrong>Use Product, Offer, Review, AggregateRating, Brand and Availability schema properly. This tells LLMs exactly what your product is, its price, ratings and if it’s in stock. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fmicrosoft-bing-copilot-use-schema-for-its-llms-453455\">Microsoft has confirmed it uses schema markup to help its LLMs.\u003Cbr>\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>FAQs for products\u003C\u002Fstrong>: Each product page should have an FAQ section that directly answers common questions about that specific item, e.g. ‘Is this waterproof?’ and ‘What size battery does it need?’\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Comparison content\u003C\u002Fstrong>: Create ‘product A vs product B’ content and ‘Best x for x content’. This gives LLMs pre-digested comparison data that they can provide to users.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>User reviews & Q&A\u003C\u002Fstrong>: Encourage and display detailed customer reviews. LLMs often pull insights from these.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Focus on facts\u003C\u002Fstrong>: LLMs are trained to detect and often disregard overly promotional or subjective language. Stick to verifiable facts, features and objective benefits. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-b2b\">2. B2B\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>Goal:\u003C\u002Fstrong> For LLMs to understand your industry expertise, solve specific business problems, identify your solutions and recommend your services\u002Fsoftware to other businesses.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-nuances\">Key nuances\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cstrong>Thought leadership\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> and problem\u002Fsolution content:\u003C\u002Fstrong> B2B buyers are looking for solutions to complex problems. Create in-depth whitepapers, case studies, long-form blog posts and webinars that address industry challenges and position your offerings as solutions.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Define your niche and ideal customer:\u003C\u002Fstrong> Be very clear about who you serve and what specific problems you solve. LLMs are good at matching queries like ‘FMS for small law firms’ or ‘cloud solutions for HR data’.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Technical deep dives and explanations:\u003C\u002Fstrong> For software or complex services, provide detailed documentation, API guides, and’ how-to’ articles. LLMs can explain technical concepts, drawing from your content.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Case studies with measurable results:\u003C\u002Fstrong> LLMs can extract quantifiable outcomes. “Company X reduced costs by 30% using our ERP software” is prime LLM fodder.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Expert author bios and \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fe-e-a-t\u002F\">\u003Cstrong>E-E-A-T\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>:\u003C\u002Fstrong> Emphasise the expertise of your content creators. Strong author bios (with relevant credentials) on your blog and whitepapers signal authority to LLMs.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Glossaries and definitions:\u003C\u002Fstrong> Create comprehensive glossaries of industry terms. This helps LLMs understand jargon and define terms for users.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Consistent entity recognition:\u003C\u002Fstrong> Ensure your company name, product names and key personnel are consistently represented and linked across your digital footprint (website, LinkedIn, industry directories, Crunchbase).\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-local\">3. Local\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Cstrong>LLM Goal:\u003C\u002Fstrong> For LLMs to recommend your business for local searches (e.g. ‘best coffee shop in Nottingham’, ‘plumber near me’), provide accurate business information – including hours, address, phone number and summarise customer reviews.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-nuances\">Key nuances\u003C\u002Fh4>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Google Business Profile (GBP) is paramount:\u003C\u002Fstrong> This is arguably the most critical factor. Optimise your GBP with accurate hours, services, photos, and categories. LLMs frequently pull directly from this data.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Local structured data\u003C\u002Fstrong>: Implement LocalBusiness schema on your website. This includes your Name, Address, Phone number, opening hours, services offered and accepted payment methods.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Consistency across the web:\u003C\u002Fstrong> Ensure your business name, address, and phone number are identical across your website, GBP, Yelp, Facebook and any other local directories. Inconsistencies confuse LLMs.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Accumulate & respond to reviews:\u003C\u002Fstrong> LLMs factor in review sentiment and common themes. Encourage reviews on Google, Yelp, TripAdvisor, etc., and respond to them.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Service area clarity:\u003C\u002Fstrong> If you’re a service-area business (e.g., plumber, electrician), clearly list the specific areas you serve on your website.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Local content:\u003C\u002Fstrong> Create blog posts or pages that address local needs or events (e.g., “Best dog parks in [city]”, “Things to do in [area]”, “Our guide to [local event]”).\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Q&A sections about local services:\u003C\u002Fstrong> Answer hyper-local questions on your site or GBP Q&A, like “Do you offer emergency plumbing in [specific suburb]?”\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"834\" height=\"238\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fllm-answer-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34969\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1188\" height=\"1044\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fllm-answer-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34970\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-track-geo-success\">\u003Cstrong>How to track GEO success\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When it comes to tracking how successfully your brand is performing in AI search, you’re no longer just looking at organic rankings. You’re focused on how AI models and LLMs use and cite your content. \u003C\u002Fp>\n\n\n\n\u003Cp>To truly understand your GEO performance, you need to focus on a few core areas. First, your content’s visibility in AI responses, user engagement after AI referrals and your brand’s authority and quality in the eyes of AI. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-metrics-to-track-in-llms\">Key metrics to track in LLMs\u003C\u002Fh3>\n\n\n\n\u003Cp>There are a few key metrics any business will want to measure when tracking performance in LLMs:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Brand mentions\u003C\u002Fstrong> – How often is your business featured in the response to a prompt?\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Citations\u003C\u002Fstrong> – Is your business referenced as a source when an answer is returned?\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Sentiment\u003C\u002Fstrong> – What do LLMs say about your brand when it appears in a response?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-llm-tracking-differs-from-seo\">How LLM tracking differs from SEO\u003C\u002Fh3>\n\n\n\n\u003Cp>LLM tracking works differently from traditional SEO. In search engines, users typically type just a couple of words per search, while LLM queries are much more conversational. For example:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Search engine query:\u003C\u002Fstrong> \u003Cem>“Contact lenses online”\u003C\u002Fem>\u003Cem>\u003Cbr>\u003C\u002Fem>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>LLM prompts:\u003C\u002Fstrong>\u003Cstrong>\u003Cbr>\u003C\u002Fstrong>\n\u003Cul class=\"wp-block-list\">\n\u003Cli>“Where can I buy high-quality contact lenses online with fast delivery?”\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>“What are the best websites to order prescription contact lenses online?”\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>“How do I choose the most reliable online retailer for contact lenses?”\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>“Which online stores offer discounts and deals on contact lenses?”\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>“Are there online services that help refill my contact lenses prescription easily?”\u003Cbr>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This change in behaviour is a challenge for SEO. There’s no longer a list of the top 20 “money” keywords to focus on. Instead, businesses need to build a \u003Cstrong>large set of prompts\u003C\u002Fstrong> around a topic and track them as a proxy for visibility. Using the example above, if we understood where a business ranked across these prompts, we’d have a clearer picture of overall LLM performance.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1250\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Ftracked-geo-keywords.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34974\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"tracking-across-multiple-llms\">Tracking across multiple LLMs\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s also important to measure performance across different LLMs. While ChatGPT is currently the leader, other players like Perplexity and Claude are gaining traction. A robust tracking setup needs to cover all of them.\u003C\u002Fp>\n\n\n\n\u003Cp>Right now, we use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fotterly.ai\">Otterly.ai\u003C\u002Fa>, which allows us to track performance across ChatGPT, Perplexity, Claude, and other AI-driven platforms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"referral-traffic\">Referral traffic\u003C\u002Fh3>\n\n\n\n\u003Cp>The most direct way to measure LLM traffic is through \u003Cstrong>referrals in GA4\u003C\u002Fstrong>. This shows the clicks generated when someone visits your site directly from an LLM.\u003C\u002Fp>\n\n\n\n\u003Cp>We’re finding that traffic from LLMs is usually \u003Cstrong>high intent\u003C\u002Fstrong> and converts at a strong rate compared to other channels. That said, it still makes up only about \u003Cstrong>1% of overall traffic\u003C\u002Fstrong> – so it’s early days to invest heavily in complex tracking setups.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"clicks-vs-impressions\">Clicks vs. Impressions\u003C\u002Fh3>\n\n\n\n\u003Cp>As LLMs become more widely used, we’ll see fewer clicks across the web as more “zero-click” searches happen. As an industry, we need to adapt to this shift and place more value on the \u003Cstrong>impressions\u003C\u002Fstrong> our brands earn inside LLM responses, even when they don’t drive immediate clicks.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"final-thoughts-your-geo-checklist\">\u003Cstrong>Final thoughts – your GEO checklist\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Optimise for clarity, not just clicks\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Audit how LLMs describe your brand\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Track AI mentions, not just traffic\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli> Think in questions and answers\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli> Stay human. LLMs still need \u003Cem>you\u003C\u002Fem> to teach them what’s worth repeating\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Optimising content to drive visibility in AI answers is an evolution of SEO, and an extension of the work we have already been doing. Keep being great SEOs, and keep GEO in mind during this.\u003C\u002Fp>\n\n\n\n\u003Cp>Impression can assist with ensuring your success in the AI landscape as it evolves, as well as reporting on success and combining this knowledge with our SEO backgrounds to create dynamic strategies. Find out how we can support you as your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\">GEO agency\u003C\u002Fa> by positioning your brand as an authority to earn frequent mentions within LLMs.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":137,"protected":202},34980,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1016,"_yoast_wpseo_metadesc":1017,"inline_featured_image":202,"footnotes":5},"How To Optimise For Generative AI Search | Impression Digital","Learn how to succeed beyond just Google with actionable insights and best practices to boost online visibility in the evolution of AI-driven search.",[1019,211],323,[],[215],[1023,92,219,220,221,222,223,1024,224],"post-34940","category-ai",[],[],[1028,1029,1030,1031],{"path":175,"name":176},{"path":231,"name":232},{"path":106,"name":18},{"path":184,"name":136},{"thumbnail":1033,"medium":1034,"medium_large":1036,"large":1038,"1536x1536":1040,"2048x2048":1042,"post-thumbnail":1044,"12_col":1046,"default_landscape":1048,"default_portrait":1050,"6_col_and_margin_short":1052,"11_col_and_margin":1054,"9_col_rectangle":1056,"11_col":1058,"staff_image_696_600":1060,"rectangular_thumbnail":1062},{"url":141,"width":237,"height":237},{"url":1035,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1037,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1039,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1041,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1025&q=90&w=1536",{"url":1043,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1366&q=90&w=2048",{"url":1045,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1047,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1049,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1051,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1053,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1055,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1057,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1059,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1061,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1063,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1065],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":1066},{"full_bio":10,"job_title":11,"specialist_service_links":1067,"photo":1070},[1068],{"page":1069,"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},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":1071},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},[1073,1074],{"id":1019,"name":146,"path":145},{"id":211,"name":18,"path":106},[1076,1077,1078,1079,1081,1083,1084,1085,1086,1087,1088,1089,1091,1093,1095,1096,1097,1098,1099,1100,1101],{"property":324,"content":1016},{"property":326,"content":1017},{"name":328,"content":329},{"property":190,"content":1080},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F",{"name":333,"content":1082},"en_GB",{"property":336,"content":337},{"property":339,"content":1016},{"property":341,"content":1017},{"property":343,"content":1080},{"property":345,"content":346},{"property":348,"content":349},{"property":351,"content":1090},"2025-10-20T15:59:54+00:00",{"property":354,"content":1092},"2026-04-28T13:06:43+00:00",{"property":357,"content":1094},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fopen-graph-how-to-optimise-for-generative-ai-search.png?auto=compress%2Cformat&q=90",{"property":360,"content":361},{"property":363,"content":364},{"property":366,"content":39},{"property":170,"content":4},{"property":370,"content":371},{"property":375,"content":376},{"property":378,"content":379},{"@context":381,"@graph":1103},[1104,1115,1121,1123,1129,1133,1151],{"@type":316,"@id":1105,"isPartOf":1106,"author":1107,"headline":136,"datePublished":1090,"dateModified":1092,"mainEntityOfPage":1108,"wordCount":1109,"publisher":1110,"image":1111,"thumbnailUrl":1113,"articleSection":1114,"inLanguage":334},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F#article",{"@id":1080},{"name":4,"@id":387},{"@id":1080},3663,{"@id":391},{"@id":1112},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F10\u002Fsolen-feyissa-RwoT2g5SGRw-unsplash.jpg?auto=compress%2Cformat&q=90",[146,18],{"@type":397,"@id":1080,"url":1080,"name":1016,"isPartOf":1116,"primaryImageOfPage":1117,"image":1118,"thumbnailUrl":1113,"datePublished":1090,"dateModified":1092,"description":1017,"breadcrumb":1119,"inLanguage":404},{"@id":399},{"@id":1112},{"@id":1112},{"@id":1120},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F#breadcrumb",{"@type":406,"inLanguage":334,"@id":1112,"url":1113,"contentUrl":1113,"width":407,"height":1122},1601,{"@type":410,"@id":1120,"itemListElement":1124},[1125,1126,1127,1128],{"@type":413,"position":211,"name":176,"item":414},{"@type":413,"position":416,"name":232,"item":417},{"@type":413,"position":419,"name":18,"item":420},{"@type":413,"position":422,"name":136},{"@type":424,"@id":399,"url":414,"name":346,"description":5,"publisher":1130,"inLanguage":334,"potentialAction":1131},{"@id":426},{"@type":428,"target":1132,"query-input":432},{"@type":430,"urlTemplate":431},{"@type":434,"@id":426,"name":346,"url":414,"logo":1134,"image":440,"sameAs":1135,"@context":445,"email":446,"foundingDate":447,"legalName":448,"vatID":449,"description":450,"telephone":451,"address":1136,"location":1137,"areaServed":1147},{"@type":406,"inLanguage":334,"@id":436,"url":437,"contentUrl":437,"width":438,"height":439,"caption":346},[442,443,444],{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},[1138,1141,1144],{"@type":461,"name":462,"geo":1139,"address":1140,"photo":440,"telephone":468},{"@type":464,"latitude":465,"longitude":466},{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},{"@type":461,"name":470,"geo":1142,"address":1143,"photo":479,"telephone":480},{"@type":464,"latitude":472,"longitude":473},{"@type":453,"streetAddress":475,"addressLocality":476,"addressRegion":477,"postalCode":478,"addressCountry":458},{"@type":461,"name":482,"geo":1145,"address":1146},{"@type":464,"latitude":484,"longitude":485},{"@type":453,"streetAddress":487,"addressLocality":488,"addressRegion":489,"postalCode":490,"addressCountry":491},[1148,1149,1150],{"@type":494,"name":495},{"@type":494,"name":497},{"@type":494,"name":491},{"@type":500,"@id":501,"name":4,"image":1152,"description":6,"sameAs":1153,"url":191},{"@type":406,"inLanguage":334,"@id":503,"url":8,"contentUrl":8,"caption":4},[187,505],{"self":1155,"collection":1160,"about":1162,"author":1164,"replies":1166,"version-history":1169,"predecessor-version":1172,"wp:featuredmedia":1176,"wp:attachment":1179,"wp:term":1182,"curies":1189},[1156],{"href":1157,"targetHints":1158},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34940",{"allow":1159},[512,513,514,515,516],[1161],{"href":519},[1163],{"href":522},[1165],{"embeddable":87,"href":525},[1167],{"embeddable":87,"href":1168},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=34940",[1170],{"count":140,"href":1171},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34940\u002Frevisions",[1173],{"id":1174,"href":1175},37367,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F34940\u002Frevisions\u002F37367",[1177],{"embeddable":87,"href":1178},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F34980",[1180],{"href":1181},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=34940",[1183,1185,1187],{"taxonomy":545,"embeddable":87,"href":1184},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=34940",{"taxonomy":548,"embeddable":87,"href":1186},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=34940",{"taxonomy":170,"embeddable":87,"href":1188},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=34940",[1190],{"name":554,"href":555,"templated":87},{"id":1192,"date":151,"date_gmt":151,"guid":1193,"modified":151,"modified_gmt":151,"slug":1195,"status":19,"type":92,"link":150,"title":1196,"content":1197,"excerpt":1199,"author":204,"featured_media":1200,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":206,"meta":1201,"categories":1204,"collections":1206,"coauthors":1207,"class_list":1208,"acf":1211,"head_links":1212,"breadcrumbs":1213,"url_path":150,"search_description":1203,"featured_image_urls":1218,"authors":1250,"type_nicename":316,"reading_minutes":152,"category":1258,"yoast_title":1202,"yoast_meta":1261,"yoast_json_ld":1287,"_links":1339},18214,{"rendered":1194},"\u002F?p=18214","may-2022-google-algorithm-and-search-industry-updates",{"rendered":148},{"rendered":1198,"protected":202},"\n\u003Cp>May saw the roll out of a core algorithm update – which has now officially completed. We’ve covered who the winners and losers are of this update, plus looking at the impact it has had. Amongst this major update, we’ve also covered other topics such as Google retracting information from their online certifications.\u003C\u002Fp>\n\n\n\n\u003Cp>The usual traffic light system is in place to differentiate the updates that need immediate attention from those that are less pressing. Red light updates are major changes that should be factored in straight away; amber is for updates that you should take note of (but which may not need any urgent action), and green updates are still worth knowing about, yet less critical than the others.\u003C\u002Fp>\n\n\n\n\u003Cp>Keen to know more about any of these changes and what they mean for your SEO? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> page to find out how we can help.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-core-update-may-2022-lha\">Google Core Update May 2022 (LHa)\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>On the 25th of May 2022, over six months since the last core update in November last year, Google announced it was rolling out the first core update of the year – the May 2022 Core Update.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmay-2022-google-algorithm-update-image-4-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18249\" width=\"360\" height=\"415\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-was-the-initial-impact-of-mays-core-update\">What was the initial impact of May’s core update?\u003C\u002Fh3>\n\n\n\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fblog\u002Fgoogle-may-2022-core-update\u002F\">Semrush\u003C\u002Fa>, there was a significant spike in SERP volatility a day Google announced the update, although similar to the volatility experienced after the November 2021 Core Update, this only lasted a day and returned to normal levels a couple of days into the update rolling out. It appears that Google is adopting a much quicker initial increase in ranking volatility during core updates, and that the impact of the updates is becoming less pronounced. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmay-2022-google-algorithm-update-image-3-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18251\" width=\"660\" height=\"364\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-volatile-was-the-may-2022-core-update\">How Volatile Was the May 2022 Core Update? \u003C\u002Fh3>\n\n\n\n\u003Cp>Although the November 2021 Core Update was not considered to be particularly disruptive in terms of volatility, Semrush’s analysis of the two most recent updates shows that the May 2022 Core Update had a much less dramatic impact on the baseline level of volatility that existed before the update, suggesting that it was not as disruptive as past updates.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"which-industries-were-impacted-most\">Which industries were impacted most?\u003C\u002Fh3>\n\n\n\n\u003Cp>Measuring the impact on an industry level, Semrush analysed 18 verticles, of which only the real estate industry saw a bigger change in rank volatility during the May 2022 update compared to November 2021, although there were no fluctuations that indicate this update targeted specific niches.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmay-2022-google-algorithm-update-image-1-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18252\" width=\"736\" height=\"456\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The industries that experienced the largest increase in \u003Cstrong>desktop\u003C\u002Fstrong> ranking volatility were:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Real Estate\u003C\u002Fli>\u003Cli>Books & Literature\u003C\u002Fli>\u003Cli>Hobbies & Leisure\u003C\u002Fli>\u003Cli>Travel\u003C\u002Fli>\u003Cli>Pets & Animals\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The industries that experienced the largest increase in \u003Cstrong>mobile\u003C\u002Fstrong> ranking volatility were:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Real Estate\u003C\u002Fli>\u003Cli>Pets & Animals\u003C\u002Fli>\u003Cli>Hobbies & Leisure\u003C\u002Fli>\u003Cli>Books & Literature\u003C\u002Fli>\u003Cli>Health\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"qualifying-the-impact-of-the-may-2022-core-update\">Qualifying the Impact of the May 2022 Core Update\u003C\u002Fh3>\n\n\n\n\u003Cp>It is still too soon to understand the full impact of the update, as changes continue to take shape over time. To get a sense of the initial impact and scope of the May 2022 core update, Semrush investigated where newly ranking URLs came from if they appeared in the top 10 following the update. They found that 6.7% of top 10 results were previously ranked beyond position 20. This figure is fairly typical for a core update and would suggest that there were some significant ranking shifts in May.\u003C\u002Fp>\n\n\n\n\u003Cp>Looking at the data further, we can see that over 17% of URLs among the top 20 results came from beyond position 20 itself. This is very similar to the levels we saw following the November 2021 Core Update where 16.2% of new URLs within the top 20 results ranked beyond position 20 prior to the update.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"average-gains-and-losses-during-the-may-2022-core-update\">Average Gains and Losses During the May 2022 Core Update \u003C\u002Fh3>\n\n\n\n\u003Cp>To get a better understanding of just what positive and negative impacts the May update had, we can take a look at the top 100 websites that saw the biggest losses and gains for the following picture:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The May update winners gained around 31.4 positions, with an average position of 10.2. For context, November’s winners gained 33.6 positions.\u003C\u002Fli>\u003Cli>Those that were most heavily impacted by the update lost around 34.9 positions. In November, they lost 27.6 positions.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>As this update is still rolling out, it is hard to say what the final impact of the May 2022 Core Update will be, although given the trends we saw with the November and July Core Updates in 2021, it is likely that ranking volatility will remain stable until the next core update.\u003C\u002Fp>\n\n\n\n\u003Cp>Site owners that have seen noticeable increases or decreases in rankings should not expect to see any major changes in rankings outside of normal fluctuations until the next core update and can read \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2019\u002F08\u002Fcore-updates.html\">Google’s advice around core updates\u003C\u002Fa> for more information.\u003C\u002Fp>\n\n\n\n\u003Cp>As with every core update, Google also places a greater emphasis on quality content, so a good way to mitigate any disruption caused by every algorithm update is to keep creating great content and perfect your existing pages.\u003C\u002Fp>\n\n\n\n\u003Cp>If your site has been negatively affected, take a look at our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-recover-from-a-google-algorithm-update\u002F\">guide to recovering from an algorithm update\u003C\u002Fa> for a step-by-step place on action.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-erased-the-keyword-density-slide-from-digital-marketing-certification-coursework\">Google Erased The Keyword Density Slide From Digital Marketing Certification Coursework\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Recently, Google launched its official Google taught and sponsored digital marketing certification and courses. In the course, there were SEO tips and suggestions including the advice that content creators should be including more than 300 words on a page and ensure that their keyword density is about 2%.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fmay-2022-google-algorithm-update-image-2-min.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-18253\" width=\"660\" height=\"322\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>This advice was then quickly contradicted – with other search experts from Google claiming that this is not best practice. For example, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fdannysullivan\u002Fstatus\u002F1523678260369903617?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1523678260369903617%7Ctwgr%5E%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.seroundtable.com%2Fgoogles-digital-marketing-certification-course-seo-advice-33390.html\">Danny Sullivan on Twitter\u003C\u002Fa> – who said:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cem>I’m not on the team that produced that, nor are they part of the Search team. As someone from the Search team, we don’t recommend any limits or “density” or anything like that. This can be ignored; I’ll pass it on. Our advice from Search is here.\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Within a day, Google changed its stance on keyword density and word count and erased this slide of information from their course. Google now says that there is no minimum density that is required for a page to rank well.  \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>It does beg the question, what else in Google’s digital marketing coursework could potentially be encouraging bad practice based on what we have seen so far.\u003Cbr>Keep yourself up to date with official Google updates related to SEO by always checking guidance on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fbeginner\u002Fseo-starter-guide\">Google Search Central\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>For any further information about these posts – or to learn how we can support your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today.\u003C\u002Fp>\n",{"rendered":149,"protected":202},18263,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1202,"_yoast_wpseo_metadesc":1203,"inline_featured_image":202,"footnotes":5},"May 2022 Google Algorithm and search industry updates | Impression","This post explores key Google algorithm and search industry updates from May 2022 and explains what they mean for you. Learn more here.",[1205,211],43,[],[215],[1209,92,219,220,221,222,223,1210,224],"post-18214","category-google-algorithm-updates",[],[],[1214,1215,1216,1217],{"path":175,"name":176},{"path":231,"name":232},{"path":157,"name":158},{"path":184,"name":148},{"thumbnail":1219,"medium":1220,"medium_large":1222,"large":1224,"1536x1536":1226,"2048x2048":1228,"post-thumbnail":1230,"12_col":1232,"default_landscape":1234,"default_portrait":1236,"6_col_and_margin_short":1238,"11_col_and_margin":1240,"9_col_rectangle":1242,"11_col":1244,"staff_image_696_600":1246,"rectangular_thumbnail":1248},{"url":153,"width":237,"height":237},{"url":1221,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":1223,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":1225,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1227,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":1229,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":1231,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1233,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1235,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1237,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1239,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1241,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1243,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1245,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1247,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1249,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1251],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":1252},{"full_bio":10,"job_title":11,"specialist_service_links":1253,"photo":1256},[1254],{"page":1255,"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},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":1257},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},[1259,1260],{"id":1205,"name":158,"path":157},{"id":211,"name":18,"path":106},[1262,1263,1264,1265,1267,1268,1269,1270,1271,1272,1273,1274,1276,1278,1279,1281,1283,1284,1285,1286],{"property":324,"content":1202},{"property":326,"content":1203},{"name":328,"content":329},{"property":190,"content":1266},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmay-2022-google-algorithm-and-search-industry-updates\u002F",{"name":333,"content":1082},{"property":336,"content":337},{"property":339,"content":1202},{"property":341,"content":1203},{"property":343,"content":1266},{"property":345,"content":346},{"property":348,"content":349},{"property":351,"content":1275},"2022-06-28T08:43:36+00:00",{"property":357,"content":1277},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat",{"property":360,"content":407},{"property":363,"content":1280},1600,{"property":366,"content":1282},"image\u002Fjpeg",{"property":170,"content":4},{"property":370,"content":371},{"property":375,"content":376},{"property":378,"content":379},{"@context":381,"@graph":1288},[1289,1300,1306,1307,1314,1318,1336],{"@type":316,"@id":1290,"isPartOf":1291,"author":1292,"headline":148,"datePublished":1275,"mainEntityOfPage":1293,"wordCount":1294,"publisher":1295,"image":1296,"thumbnailUrl":1298,"articleSection":1299,"inLanguage":334},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmay-2022-google-algorithm-and-search-industry-updates\u002F#article",{"@id":1266},{"name":4,"@id":387},{"@id":1266},1088,{"@id":391},{"@id":1297},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmay-2022-google-algorithm-and-search-industry-updates\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fgoogle-algorithm-update-may-2022-feature-image.jpg?auto=compress%2Cformat&q=90",[158,18],{"@type":397,"@id":1266,"url":1266,"name":1202,"isPartOf":1301,"primaryImageOfPage":1302,"image":1303,"thumbnailUrl":1298,"datePublished":1275,"description":1203,"breadcrumb":1304,"inLanguage":404},{"@id":399},{"@id":1297},{"@id":1297},{"@id":1305},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fmay-2022-google-algorithm-and-search-industry-updates\u002F#breadcrumb",{"@type":406,"inLanguage":334,"@id":1297,"url":1298,"contentUrl":1298,"width":407,"height":1280},{"@type":410,"@id":1305,"itemListElement":1308},[1309,1310,1311,1313],{"@type":413,"position":211,"name":176,"item":414},{"@type":413,"position":416,"name":232,"item":417},{"@type":413,"position":419,"name":158,"item":1312},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F",{"@type":413,"position":422,"name":148},{"@type":424,"@id":399,"url":414,"name":346,"description":5,"publisher":1315,"inLanguage":334,"potentialAction":1316},{"@id":426},{"@type":428,"target":1317,"query-input":432},{"@type":430,"urlTemplate":431},{"@type":434,"@id":426,"name":346,"url":414,"logo":1319,"image":440,"sameAs":1320,"@context":445,"email":446,"foundingDate":447,"legalName":448,"vatID":449,"description":450,"telephone":451,"address":1321,"location":1322,"areaServed":1332},{"@type":406,"inLanguage":334,"@id":436,"url":437,"contentUrl":437,"width":438,"height":439,"caption":346},[442,443,444],{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},[1323,1326,1329],{"@type":461,"name":462,"geo":1324,"address":1325,"photo":440,"telephone":468},{"@type":464,"latitude":465,"longitude":466},{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},{"@type":461,"name":470,"geo":1327,"address":1328,"photo":479,"telephone":480},{"@type":464,"latitude":472,"longitude":473},{"@type":453,"streetAddress":475,"addressLocality":476,"addressRegion":477,"postalCode":478,"addressCountry":458},{"@type":461,"name":482,"geo":1330,"address":1331},{"@type":464,"latitude":484,"longitude":485},{"@type":453,"streetAddress":487,"addressLocality":488,"addressRegion":489,"postalCode":490,"addressCountry":491},[1333,1334,1335],{"@type":494,"name":495},{"@type":494,"name":497},{"@type":494,"name":491},{"@type":500,"@id":501,"name":4,"image":1337,"description":6,"sameAs":1338,"url":191},{"@type":406,"inLanguage":334,"@id":503,"url":8,"contentUrl":8,"caption":4},[187,505],{"self":1340,"collection":1345,"about":1347,"author":1349,"replies":1351,"version-history":1354,"predecessor-version":1357,"wp:featuredmedia":1361,"wp:attachment":1364,"wp:term":1367,"curies":1374},[1341],{"href":1342,"targetHints":1343},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18214",{"allow":1344},[512,513,514,515,516],[1346],{"href":519},[1348],{"href":522},[1350],{"embeddable":87,"href":525},[1352],{"embeddable":87,"href":1353},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=18214",[1355],{"count":422,"href":1356},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18214\u002Frevisions",[1358],{"id":1359,"href":1360},18254,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F18214\u002Frevisions\u002F18254",[1362],{"embeddable":87,"href":1363},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F18263",[1365],{"href":1366},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=18214",[1368,1370,1372],{"taxonomy":545,"embeddable":87,"href":1369},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=18214",{"taxonomy":548,"embeddable":87,"href":1371},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=18214",{"taxonomy":170,"embeddable":87,"href":1373},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=18214",[1375],{"name":554,"href":555,"templated":87},{"id":1377,"date":1378,"date_gmt":1378,"guid":1379,"modified":163,"modified_gmt":163,"slug":1381,"status":19,"type":92,"link":162,"title":1382,"content":1383,"excerpt":1385,"author":204,"featured_media":1386,"comment_status":20,"ping_status":20,"sticky":202,"template":5,"format":206,"meta":1387,"categories":1391,"collections":1392,"coauthors":1393,"class_list":1394,"acf":1396,"head_links":1397,"breadcrumbs":1398,"url_path":162,"search_description":1390,"featured_image_urls":1403,"authors":1435,"type_nicename":316,"reading_minutes":97,"category":1443,"yoast_title":1389,"yoast_meta":1446,"yoast_json_ld":1474,"_links":1525},14051,"2022-01-11T09:28:09",{"rendered":1380},"\u002F?p=14051","december-2021-google-algorithm-and-search-industry-updates",{"rendered":160},{"rendered":1384,"protected":202},"\n\u003Cp>December 2021 saw Google complete a Product Review Update. Aside from that, there were several other algorithm and search industry updates. \u003C\u002Fp>\n\n\n\n\u003Cp>This month’s Google algorithm and search updates post explores:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>A Roundup Of The Updates We Saw Throughout 2021\u003C\u002Fli>\u003Cli>Updates to Local Search Results in Google\u003C\u002Fli>\u003Cli>Google Investigating Mass Notices From Search Console Coverage Issue Redirect Errors\u003C\u002Fli>\u003Cli>Google’s Got A Brand New Metric\u003C\u002Fli>\u003Cli>Google Search Launches Enhanced Autocomplete With Second Column\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>As usual, we’ve set out using a traffic light system to show their relative significance – a red light is for a priority update that requires your attention, a green light highlights less pressing news, and amber sits somewhere in the middle.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Read on for the latest news and updates in the search industry.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"a-roundup-of-the-updates-we-saw-throughout-2021\">A Roundup Of The Updates We Saw Throughout 2021\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:100%\">\n\u003Cp>It’s the end of 2021 and so we have looked back at the algorithm and search industry updates that were rolled out throughout the year, which included several Core Updates, Page Experience Updates, Spam Updates, and other changes.\u003C\u002Fp>\n\n\n\n\u003Cp>OnCrawl have put together a useful \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.oncrawl.com\u002Foncrawl-infographics\u002Fgoogle-algorithm-updates-in-2021\u002F?utm_source=%23SEOFOMO&utm_campaign=ed575436a6-seofomo-newsletter-by-aleyda-dic-19&utm_medium=email&utm_term=0_408af963b1-ed575436a6-1361429982\">Google algorithm updates in 2021 infographic\u003C\u002Fa> to help illustrate the changes that SEOs and digital marketers were faced with this year.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"here-is-a-summarised-list-of-google-updates-for-2021\">Here is a summarised list of Google updates for 2021:\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Passage Indexing \u003C\u002Fstrong>— February 10, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Featured Snippet Drop \u003C\u002Fstrong>— February 19, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>On February 19, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Ffeatured-snippets-drop-to-historic-lows\">MozCast\u003C\u002Fa> measured a dramatic drop (40% day-over-day) in SERPs with Featured Snippets.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Product Reviews Update \u003C\u002Fstrong>— April 8, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>Google announced an update that rewards in-depth reviews over thin reviews and spammy affiliates (affecting English-language only results at launch).\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>June 2021 Core Update\u003C\u002Fstrong> — June 2, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>\u003Ca href=\"\u002Fblog\u002Fjune-2021-google-algorithm-and-search-industry-updates\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">The June 2021 Core Algorithm Update\u003C\u002Fa> caused more visibility fluctuations in some verticals than others.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Spam Updates\u003C\u002Fstrong> — June 23, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Page Experience Update\u003C\u002Fstrong> — June 25, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>This update included Core Web Vitals and affected organic results and News results (including Top Stories).\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>July 2021 Core Update\u003C\u002Fstrong> — July 1, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>Following the June Core Update, the July 2021 Core Update rolled out between July 1st-12th.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Link Spam Update \u003C\u002Fstrong>— July 26, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>The \u003Ca href=\"\u002Fblog\u002Fjuly-2021-google-algorithm-and-search-industry-updates\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">July Link Spam Update\u003C\u002Fa> was designed to make Google’s ranking algorithms ‘even more effective at identifying and nullifying link spam more broadly, across multiple languages.’\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Google Title Update\u003C\u002Fstrong> — August 24, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>Google announced a new technology that could produce titles for web pages, whilst placing greater emphasis on correctly summarising the content of a page.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>November 2021 Spam Update \u003C\u002Fstrong>— November 3, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>We do not know if this update targets link spam, content spam, or other forms of search spam.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>November 2021 Core Update\u003C\u002Fstrong> — November 17, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>The \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fnovember-2021-google-algorithm-and-search-industry-updates\u002F\">November Core Update\u003C\u002Fa> was the third core update released by Google in 2021.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>December 2021 Product Reviews Update\u003C\u002Fstrong> — December 2, 2021\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cem>This update will impact product reviews on English-language pages.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"653\" src=\"https:\u002F\u002Flh5.googleusercontent.com\u002FdJuiPJU0JrRu0_YchC9Rbhzwq7JcRhrrSE3ncmpAMDU3V_CALpnR6w69Enp3vZkZGpnjotZu-L7vk56hBEG20dJKzTXuUE0mXM0JZNMUOYr3kWWoswZXLnDHl9w79zmiqWHhISuq\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>[\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.oncrawl.com\u002Foncrawl-infographics\u002Fgoogle-algorithm-updates-in-2021\u002F?utm_source=%23SEOFOMO&utm_campaign=ed575436a6-seofomo-newsletter-by-aleyda-dic-19&utm_medium=email&utm_term=0_408af963b1-ed575436a6-1361429982\">Source\u003C\u002Fa>]\u003C\u002Fem>\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"updates-to-local-search-results-in-google\">Updates to Local Search Results in Google \u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google confirmed in early December that a local search algorithm update began rolling out at the end of November and ended on December 8th.\u003C\u002Fp>\n\n\n\n\u003Cp>The “rebalancing” of ranking criteria Google considers when determining local search results was part of this update.\u003C\u002Fp>\n\n\n\n\u003Cp>Although the improvements wouldn’t have been noticeable until the first week of December, this upgrade is officially known as the November 2021 local search update.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>So what are the ranking factors when it comes to local SEO? The ranking factors consist of 3 main pillars, which are:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Relevance:\u003C\u002Fstrong> how well your local Business Profile matches what someone is searching for.\u003C\u002Fli>\u003Cli>\u003Cstrong>Distance:\u003C\u002Fstrong> the proximity of each potential search result from the location term used in a search.\u003C\u002Fli>\u003Cli>\u003Cstrong>Prominence:\u003C\u002Fstrong> how well known a business is.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh5.googleusercontent.com\u002FJWKQOS7LTmfOkr1TJ2jaA83fLhHdCCMNCCn_0h_HF8QKDvND8pAzg9x0LWN8wVWyda6ZTFnU4irFOV8DVRMfppdKPeyq5DYzqHZyanNELMbNhBCPtnkUsHrFtVMYoBl0ThYD7_Z3\" width=\"602\" height=\"387\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>[\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fbusiness\u002Fanswer\u002F7091\">\u003Cem>Source\u003C\u002Fem>\u003C\u002Fa>\u003Cem>]\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Due to the changes – your prior efforts may now hold less weight. If you’ve focused a lot of attention to certain areas over others, which has worked well in the past, this could now change.\u003C\u002Fp>\n\n\n\n\u003Cp>Although Google may disclose what the ranking factors are when it comes to SEO, they \u003Cstrong>never disclose the actual weight of any of the above ranking factors\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>As a result, rebalancing your efforts may be the best approach when responding to this change.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, if you’ve been focusing on optimising for \u003Cstrong>relevance\u003C\u002Fstrong> by filling up your Google Business Profile with information, now could be a good opportunity to shift your attention to your company’s \u003Cstrong>prominence – \u003C\u002Fstrong>and vice versa.\u003C\u002Fp>\n\n\n\n\u003Cp>Google still recommends that businesses follow their ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fbusiness\u002Fanswer\u002F7091\">how to improve your local ranking on Google\u003C\u002Fa>’ guidance – even if the weighting of ranking factors is not disclosed.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"december-2021-product-reviews-update\">December 2021 Product Reviews Update\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>On the 1st December 2021, Google announced that it was rolling out a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2021\u002F12\u002Fproduct-reviews-update-and-your-site\">second Product Reviews Update\u003C\u002Fa> (following the first update of this kind in April 2021). The update was then completed on 21st December.\u003C\u002Fp>\n\n\n\n\u003Cp>Focusing exclusively on third-party review sites, these Product Review Updates are designed to reward product reviews that offer comprehensive research, rather than short-form content that simply summarises the features of products. To learn more, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fapril-2021-google-algorithm-and-search-industry-updates\u002F\">April 2021 Google Algorithm Updates blog\u003C\u002Fa> before you read on.\u003C\u002Fp>\n\n\n\n\u003Cp>Here, we’ll focus on the aims and impact of the December 2021 Product Reviews Update. In addition to the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2021\u002F04\u002Fproduct-reviews-update\">nine best practices\u003C\u002Fa> set out by the first update, this further change introduces two new guidelines for review creators to follow:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Provide evidence such as visuals, audio, or other links of your own experience with the product, to support your expertise and reinforce the authenticity of your review.\u003Cbr>\u003C\u002Fli>\u003Cli>Include links to multiple sellers to give the reader the option to purchase from their merchant of choice.\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Cp>The impact of the update has been mixed, with some review sites seeing sizable uplifts in organic visibility and traffic whilst others seem to have suffered. In many cases, sites initially saw an increase or decrease in organic sessions followed by a reversal of the change later on in December. Let’s take a look at a few examples. \u003C\u002Fp>\n\n\n\n\u003Cp>SISTRIX data shows that tech product review site Gizmodo started to see fluctuations in Visibility Index resulting in an overall decline from the start of December:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"276\" src=\"https:\u002F\u002Flh6.googleusercontent.com\u002FuwTPjmbB_uOAVEwHzQIB6RxP6gEvQG1fiq_QHMO1sT8HDEPySP2w2rCLuym9zCuWZknunRgHIpeL-7X7s12HSPvJll8Rv9hmNUhRBXRojSDlIOHOXw7xAvzpJggCorts3RY_ravI\">\u003C\u002Fp>\n\n\n\n\u003Cp>Other sites in the tech product reviews niche like TechRadar saw almost no impact on organic visibility:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"277\" src=\"https:\u002F\u002Flh5.googleusercontent.com\u002Fn_v4hYZffF5NM2JNqCd4D53YXO3-lwxORO4-amSrRe1W_HVrS4zOFtKj9f3GQMcjsOVj36GB69yRKEpuOPOLqA8P9K9J8mKc9XjfMGVh-rXG7JSdbILKx1oA1xMw46XxbakPCvKf\">\u003C\u002Fp>\n\n\n\n\u003Cp>ExpertReviews, a popular third-party review site spanning multiple product categories, saw an uplift in visibility that was maintained after the initial increase:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"255\" src=\"https:\u002F\u002Flh3.googleusercontent.com\u002F4A63ggwDZ2fU6-vMKeUySxHrHBn4EJ6vIx5YM86dPvQCYrWaVGVSBc_9zmPvC622mLy3nPPnRmMyww5DzSsTAg9RmsMK1VNCAD3-azLicGYYDHBEpC9uj_ZHXJDrLu8YbMxKlE4D\">\u003C\u002Fp>\n\n\n\n\u003Cp>Having suffered during the November 2021 Core Update, vehicle reviews site TractionLife saw an initial rise in visibility followed by a drop down to its previous levels:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh4.googleusercontent.com\u002FKMs8XO8nMasasbFX9XEHpUJPIIEAVM58ol5Rpf34emizgiVTOLpbc5dMqLC1etmNK2E5pUwCPe53StwH3d3TtaUVL_ufwhwiDkVGUtBduIe4x6TDejzO6KHZmSZkaJJCwdNvg9Oy\" width=\"602\" height=\"255\">\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>If you work on a third-party reviews site and saw significant fluctuations in traffic or rankings throughout December 2021, it’s possible that this was due to the Product Reviews Update (although many sites were still feeling tremors from the November 2021 Core Update during this time, so it may be difficult to establish cause and effect).\u003C\u002Fp>\n\n\n\n\u003Cp>Your first port of call should be to take note of the updated guidance regarding product reviews:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Make sure that you’re providing evidence that you have your own first-hand experience of the product you’re reviewing. This could take the form of a review video or images of you trying the product out. \u003C\u002Fli>\u003Cli>Secondly, if you provide links to sellers, ensure that you include more than one outlet so that your readers have a choice of where to buy from.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>When you make these changes to your product reviews, it’s possible that you won’t see an immediate impact. As with many other Google updates, you may have to wait until the next iteration of the Product Reviews Update before you start to see the results.\u003C\u002Fp>\n\n\n\n\u003Cp>Been affected by either of the Product Reviews Updates and not sure how to proceed? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> today and find out how our \u003Ca href=\"\u002Fseo\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">SEO\u003C\u002Fa> team can help.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-investigating-mass-notices-from-search-console-coverage-issue-redirect-errors\">Google Investigating Mass Notices From Search Console Coverage Issue Redirect Errors\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>If you have a verified property on Google Search Console, you may have received emails from the 10th December 2021 onwards alerting you that “new Coverage issues” (specifically redirect errors) were detected on your site.\u003C\u002Fp>\n\n\n\n\u003Cp>Google confirmed a few days later that these alerts were an error on its part, and not the result of any genuine issues with property owner’s sites:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Barry Schwartz shared an example of one the emails he received during this period:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"483\" src=\"https:\u002F\u002Flh4.googleusercontent.com\u002FjFPXVKlQikMljfUp9rRnLCyz0rpOLJKlEgp70fim2q121Dm_u8USy1r7r5ERJ44FW9TcD1jnaP--M3jMnjKaqDgSQmifanBk-rM83KvTS72wttBxyN2OjmcQC6EOYUMoIgJYQlUw\">\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>[\u003Ca href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-search-console-coverage-issue-redirect-error-mass-emails-32579.html\" target=\"_blank\" rel=\"noreferrer noopener\">Source]\u003C\u002Fa>\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>When users clicked through from the email, they were taken to the Search Console coverage issues page. This interface was also displaying the redirect errors as a result of the bug:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"236\" src=\"https:\u002F\u002Flh6.googleusercontent.com\u002F-vXAz7l6ibwnzVvFOc5h1v8FABc1C2wfXBAAKQTxSj1AWJWZ4inKqwS4kp60rNW-0LQVFZ23D_pBoMioh5ZsB843fGLqj2Tq_ZpUvSVQa6VYOjkzEhyfQ5mEhzGzd83yyx-QUCGC\">\u003C\u002Fp>\n\n\n\n\u003Cp>The bug was then resolved on 14th December 2021. Pages that were dropped from the index have been scheduled for recrawling.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>In short, there’s nothing for site owners to do in response to this Google Search Console bug. \u003C\u002Fp>\n\n\n\n\u003Cp>If you received the alert emails and saw a peak in redirect errors from around the 10th December 2021 onwards, you can safely ignore these. As Google has scheduled the affected pages to be recrawled, it shouldn’t impact your organic visibility in any significant way.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"googles-got-a-brand-new-metric\">Google’s Got A Brand New Metric\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Back in November 2021, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweb.dev\u002Fresponsiveness\u002F\">Google requested feedback on an “experimental responsiveness metric”\u003C\u002Fa> they had been working on. This new input delay metric measures groups of interactions rather than single interactions and the goal is to design a metric that gives a “more meaningful measurement of the user experience”.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>There’s a potential this metric could replace First Input Delay (FID) but only time will tell. And Google is still taking feedback so there’s plenty of development to come. With these sorts of things, it’s important to be aware but there’s no need to change your Data Studio dashboards or reports.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-search-launches-enhanced-autocomplete-with-second-column\">Google Search Launches Enhanced Autocomplete With Second Column\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google has officially launched a new enhanced autocomplete search suggestions that may include a second column of predictions, and provide easier access to content related to a search. Google has confirmed that it is also testing a new edge to edge autocomplete interface and other full-width elements on desktop search results.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"enhanced-autocomplete\">Enhanced autocomplete\u003C\u002Fh3>\n\n\n\n\u003Cp>The new enhanced autocomplete interface may show users additional search predictions including people also ask, people also search for, and other content related to the search.\u003C\u002Fp>\n\n\n\n\u003Cp>Google recommends that employers adopt the following tips to improve trust and attract more applicants:\u003C\u002Fp>\n\n\n\n\u003Cp>To experience the new autocomplete feature, users can search on the Google desktop interface and then click back on the search box to view more predictions on the right hand side.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh4.googleusercontent.com\u002FpvqloZLSz1Kgk5Zv4XHrQ3uj9cNZh3poDjFOSjmZsuEMTbYs9Z9RhuydlHU7WQWSSP3DeZmDXTNbYI-clt0sTh7F6cXwUsrf_4-H-DN7IgN_04QHPCjNInSAMJ_J6odYD6at3Beu\" width=\"602\" height=\"419\">\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"edge-to-edge-autocomplete-test\">Edge to edge autocomplete test\u003C\u002Fh3>\n\n\n\n\u003Cp>Google is also testing another variation of autocomplete called edge to edge where the search box blends directly into the other elements of the SERP. Google essentially removes the border around the box where you input the search query, making it go edge to edge with the rest of the results.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Flh5.googleusercontent.com\u002FnBckFpowecSGaZUF80uGHabH6glD_Py-wDUEPL-Zd8mrULtF_Ralw-ZzVJwLJqa7Kg-iCGZ7dYMqKh2-kkZgtWmyU4pbC871K4tkv5VRRK8cpKHUqSZu6ykjIVAl_K90O6N1F2rq\" width=\"602\" height=\"225\">\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"other-full-width-tests\">Other full width tests\u003C\u002Fh3>\n\n\n\n\u003Cp>In addition to enhanced autocomplete and edge to edge, Google is also testing other full width elements that have not yet been launched including full width image pack, full with featured snippets and plenty more.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>Any change to Google’s search results interface, even minor, can have an impact on how users search and interact with results. It can change where searchers look, how often they may decide to conduct a new search, or where that searcher may click. This may have a direct impact on click through rates from Google’s search results to your website for a given query.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cp>Keep an eye out for more SEO news in our next blog post! Can’t wait any longer? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Contact us\u003C\u002Fa> to talk about your SEO strategy for 2022.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",{"rendered":161,"protected":202},14053,{"_yoast_wpseo_focuskw":1388,"_yoast_wpseo_title":1389,"_yoast_wpseo_metadesc":1390,"inline_featured_image":202,"footnotes":5},"December Google Algorithm Update","December 2021 Google Algorithm & Search Industry Updates | Impression","This post explores key Google algorithm and search industry updates from December 2021 and explains what they mean for you. Learn more here.",[1205,211],[],[215],[1395,92,219,220,221,222,223,1210,224],"post-14051",[],[],[1399,1400,1401,1402],{"path":175,"name":176},{"path":231,"name":232},{"path":157,"name":158},{"path":184,"name":160},{"thumbnail":1404,"medium":1405,"medium_large":1407,"large":1409,"1536x1536":1411,"2048x2048":1413,"post-thumbnail":1415,"12_col":1417,"default_landscape":1419,"default_portrait":1421,"6_col_and_margin_short":1423,"11_col_and_margin":1425,"9_col_rectangle":1427,"11_col":1429,"staff_image_696_600":1431,"rectangular_thumbnail":1433},{"url":164,"width":237,"height":237},{"url":1406,"width":49,"height":49},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=153&q=90&w=200",{"url":1408,"width":52,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=587&q=90&w=768",{"url":1410,"width":244,"height":245},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1412,"width":58,"height":58},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1173&q=90&w=1536",{"url":1414,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1564&q=90&w=2048",{"url":1416,"width":64,"height":65},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1418,"width":67,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1420,"width":70,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1422,"width":44,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1424,"width":64,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1426,"width":74,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1428,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1430,"width":79,"height":68},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1432,"width":43,"height":44},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1434,"width":82,"height":83},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1436],{"id":204,"path":272,"display_name":4,"job_title":11,"description":6,"avatar_url":101,"acf":1437},{"full_bio":10,"job_title":11,"specialist_service_links":1438,"photo":1441},[1439],{"page":1440,"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},{"ID":30,"id":30,"title":31,"filename":32,"filesize":23,"url":33,"link":34,"alt":5,"author":35,"description":5,"caption":5,"name":36,"status":37,"uploaded_to":23,"date":38,"modified":38,"menu_order":23,"mime_type":39,"type":40,"subtype":41,"icon":42,"width":43,"height":44,"sizes":1442},{"thumbnail":46,"thumbnail-width":47,"thumbnail-height":47,"medium":48,"medium-width":49,"medium-height":50,"medium_large":51,"medium_large-width":52,"medium_large-height":53,"large":54,"large-width":55,"large-height":56,"1536x1536":57,"1536x1536-width":58,"1536x1536-height":59,"2048x2048":60,"2048x2048-width":61,"2048x2048-height":62,"post-thumbnail":63,"post-thumbnail-width":64,"post-thumbnail-height":65,"12_col":66,"12_col-width":67,"12_col-height":68,"default_landscape":69,"default_landscape-width":70,"default_landscape-height":44,"default_portrait":71,"default_portrait-width":44,"default_portrait-height":70,"6_col_and_margin_short":72,"6_col_and_margin_short-width":64,"6_col_and_margin_short-height":68,"11_col_and_margin":73,"11_col_and_margin-width":74,"11_col_and_margin-height":68,"9_col_rectangle":75,"9_col_rectangle-width":76,"9_col_rectangle-height":77,"11_col":78,"11_col-width":79,"11_col-height":68,"staff_image_696_600":80,"staff_image_696_600-width":43,"staff_image_696_600-height":44,"rectangular_thumbnail":81,"rectangular_thumbnail-width":82,"rectangular_thumbnail-height":83},[1444,1445],{"id":1205,"name":158,"path":157},{"id":211,"name":18,"path":106},[1447,1448,1449,1450,1452,1453,1454,1455,1456,1457,1458,1459,1461,1463,1465,1467,1469,1470,1471,1472,1473],{"property":324,"content":1389},{"property":326,"content":1390},{"name":328,"content":329},{"property":190,"content":1451},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdecember-2021-google-algorithm-and-search-industry-updates\u002F",{"name":333,"content":1082},{"property":336,"content":337},{"property":339,"content":1389},{"property":341,"content":1390},{"property":343,"content":1451},{"property":345,"content":346},{"property":348,"content":349},{"property":351,"content":1460},"2022-01-11T09:28:09+00:00",{"property":354,"content":1462},"2022-02-07T16:48:11+00:00",{"property":357,"content":1464},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat",{"property":360,"content":1466},3500,{"property":363,"content":1468},2673,{"property":366,"content":1282},{"property":170,"content":4},{"property":370,"content":371},{"property":375,"content":376},{"property":378,"content":379},{"@context":381,"@graph":1475},[1476,1487,1493,1494,1500,1504,1522],{"@type":316,"@id":1477,"isPartOf":1478,"author":1479,"headline":160,"datePublished":1460,"dateModified":1462,"mainEntityOfPage":1480,"wordCount":1481,"publisher":1482,"image":1483,"thumbnailUrl":1485,"articleSection":1486,"inLanguage":334},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdecember-2021-google-algorithm-and-search-industry-updates\u002F#article",{"@id":1451},{"name":4,"@id":387},{"@id":1451},1911,{"@id":391},{"@id":1484},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdecember-2021-google-algorithm-and-search-industry-updates\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Ftyler-delgado-cAkkwenx5zo-unsplash-scaled.jpg?auto=compress%2Cformat&q=90",[158,18],{"@type":397,"@id":1451,"url":1451,"name":1389,"isPartOf":1488,"primaryImageOfPage":1489,"image":1490,"thumbnailUrl":1485,"datePublished":1460,"dateModified":1462,"description":1390,"breadcrumb":1491,"inLanguage":404},{"@id":399},{"@id":1484},{"@id":1484},{"@id":1492},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fdecember-2021-google-algorithm-and-search-industry-updates\u002F#breadcrumb",{"@type":406,"inLanguage":334,"@id":1484,"url":1485,"contentUrl":1485,"width":1466,"height":1468},{"@type":410,"@id":1492,"itemListElement":1495},[1496,1497,1498,1499],{"@type":413,"position":211,"name":176,"item":414},{"@type":413,"position":416,"name":232,"item":417},{"@type":413,"position":419,"name":158,"item":1312},{"@type":413,"position":422,"name":160},{"@type":424,"@id":399,"url":414,"name":346,"description":5,"publisher":1501,"inLanguage":334,"potentialAction":1502},{"@id":426},{"@type":428,"target":1503,"query-input":432},{"@type":430,"urlTemplate":431},{"@type":434,"@id":426,"name":346,"url":414,"logo":1505,"image":440,"sameAs":1506,"@context":445,"email":446,"foundingDate":447,"legalName":448,"vatID":449,"description":450,"telephone":451,"address":1507,"location":1508,"areaServed":1518},{"@type":406,"inLanguage":334,"@id":436,"url":437,"contentUrl":437,"width":438,"height":439,"caption":346},[442,443,444],{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},[1509,1512,1515],{"@type":461,"name":462,"geo":1510,"address":1511,"photo":440,"telephone":468},{"@type":464,"latitude":465,"longitude":466},{"@type":453,"streetAddress":454,"addressLocality":455,"addressRegion":456,"postalCode":457,"addressCountry":458},{"@type":461,"name":470,"geo":1513,"address":1514,"photo":479,"telephone":480},{"@type":464,"latitude":472,"longitude":473},{"@type":453,"streetAddress":475,"addressLocality":476,"addressRegion":477,"postalCode":478,"addressCountry":458},{"@type":461,"name":482,"geo":1516,"address":1517},{"@type":464,"latitude":484,"longitude":485},{"@type":453,"streetAddress":487,"addressLocality":488,"addressRegion":489,"postalCode":490,"addressCountry":491},[1519,1520,1521],{"@type":494,"name":495},{"@type":494,"name":497},{"@type":494,"name":491},{"@type":500,"@id":501,"name":4,"image":1523,"description":6,"sameAs":1524,"url":191},{"@type":406,"inLanguage":334,"@id":503,"url":8,"contentUrl":8,"caption":4},[187,505],{"self":1526,"collection":1531,"about":1533,"author":1535,"replies":1537,"version-history":1540,"predecessor-version":1544,"wp:featuredmedia":1548,"wp:attachment":1551,"wp:term":1554,"curies":1561},[1527],{"href":1528,"targetHints":1529},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F14051",{"allow":1530},[512,513,514,515,516],[1532],{"href":519},[1534],{"href":522},[1536],{"embeddable":87,"href":525},[1538],{"embeddable":87,"href":1539},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=14051",[1541],{"count":1542,"href":1543},13,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F14051\u002Frevisions",[1545],{"id":1546,"href":1547},14525,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F14051\u002Frevisions\u002F14525",[1549],{"embeddable":87,"href":1550},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F14053",[1552],{"href":1553},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=14051",[1555,1557,1559],{"taxonomy":545,"embeddable":87,"href":1556},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=14051",{"taxonomy":548,"embeddable":87,"href":1558},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=14051",{"taxonomy":170,"embeddable":87,"href":1560},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=14051",[1562],{"name":554,"href":555,"templated":87},{"title":1564,"script":1565,"meta":1578,"link":1591},"Rhianne Moriarty | Senior SEO Strategist | Impression",[1566],{"type":1567,"key":1568,"innerHTML":1569},"application\u002Fld+json","yoast-json-ld",{"@context":381,"@graph":1570},[1571,1575],{"@id":501,"@type":500,"name":4,"url":-1,"sameAs":1572,"image":1573,"description":6,"jobTitle":11,"knowsAbout":18,"hasCredential":5,"gender":5,"worksFor":1574},[187,505],{"@type":406,"inLanguage":334,"@id":503,"url":8,"contentUrl":8,"caption":4},{"@id":426},{"@type":434,"@id":426,"name":346,"url":414,"logo":1576,"image":440,"sameAs":1577,"@context":445,"email":446,"foundingDate":447,"legalName":448,"vatID":449,"description":450,"telephone":451},{"@type":406,"inLanguage":334,"@id":436,"url":437,"contentUrl":437,"width":438,"height":439,"caption":346},[442,443,444],[1579,1580,1581,1583,1584,1586,1587,1589,1590],{"name":328,"content":329},{"property":333,"content":334},{"property":336,"content":1582},"profile",{"property":339,"content":1564},{"property":343,"content":1585},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fabout\u002Four-team\u002Frhianne-moriarty\u002F",{"property":345,"content":346},{"property":357,"content":1588},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=fit&fm=jpg&h=500&q=90&w=500",{"name":370,"content":371},{"name":378,"content":379},[]]