[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Frhianne-moriarty\u002Fpage\u002F2":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":145,"head_links":148,"breadcrumbs":133,"posts":152,"pages":128,"head":859},"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":129},"\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":128},[91,105,117],{"type_key":92,"title":93,"excerpt":94,"to":95,"postedAt":96,"readingTime":97,"image":98,"authors":99,"category":102},"post","July 2021 Google Algorithm and Search Industry Updates","\u003Cp>In July 2021, Google announced that the July 2021 Core Algorithm update is now fully rolled out. Aside from that, there were several other algorithm and search industry updates. In this post, we’ll explore: The introduction of Google’s Link Spam Update; The implementation of an expanded ‘About This Result’ feature; The removal of Google’s AMP […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2021-google-algorithm-and-search-industry-updates\u002F","2022-02-07T16:48:12",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002Fraphael-biscaldi-7RQf2X6aXXI-unsplash-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[100],{"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",{"to":103,"name":104},"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F","Google Algorithm Updates",{"type_key":92,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":114},"What Is Push-Pull Marketing?","\u003Cp>In its basic form, push marketing means that you are directly marketing to the customer, by ‘pushing’ your content out to the public. On the other hand, pull marketing focuses on ‘pulling’ traffic to your website or social media pages. There are suitable times to use both strategies and they can also be used together […]\u003C\u002Fp>\n","\u002Fblog\u002Fpush-pull-marketing\u002F","2026-02-27T10:55:09",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625502888_pexels-cottonbro-5029054-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[113],{"name":4,"image":101},{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":92,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":126},"5 Ways To Increase Your Organic Rankings [Video]","\u003Cp>Hi! I’m Rhianne, I’m an SEO Executive at Impression and today I’m going to be talking about 5 ways you can increase your organic rankings. So by the end of today’s video, you should be able to come away with some useful tips, tricks and tools to help you with your SEO efforts – let’s […]\u003C\u002Fp>\n","\u002Fblog\u002F5-ways-to-increase-your-organic-rankings\u002F","2022-03-08T14:57:42",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F03\u002FGeneric-L-Blue-Video.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":4,"image":101},{"to":127,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F","2",{"type":130,"style":131,"title":132,"heading":4,"intro":10,"services":12,"breadcrumbs":133,"photo":46,"social":145},"author","dark","Meet the Team",[134,137,140,143],{"path":135,"name":136},"\u002F","Home",{"path":138,"name":139},"\u002Fabout\u002F","About Us",{"path":141,"name":142},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":144,"name":4},null,{"twitter":146,"linkedin":147},"https:\u002F\u002Ftwitter.com\u002FRhianneKM","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frhianne-moriarty-837ab060\u002F",[149],{"rel":150,"href":151},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Frhianne-moriarty\u002F",[153,469,668],{"id":154,"date":155,"date_gmt":155,"guid":156,"modified":96,"modified_gmt":96,"slug":157,"status":19,"type":92,"link":95,"title":158,"content":159,"excerpt":162,"author":163,"featured_media":164,"comment_status":20,"ping_status":20,"sticky":161,"template":5,"format":165,"meta":166,"categories":168,"collections":170,"coauthors":171,"class_list":173,"acf":181,"head_links":182,"breadcrumbs":183,"url_path":95,"search_description":167,"featured_image_urls":190,"authors":225,"type_nicename":234,"reading_minutes":97,"category":235,"yoast_title":237,"yoast_meta":238,"yoast_json_ld":294,"_links":420},11270,"2021-08-06T00:00:00",{"rendered":95},"july-2021-google-algorithm-and-search-industry-updates",{"rendered":93},{"rendered":160,"protected":161},"\n\u003Ch1 class=\"wp-block-heading\" id=\"\">\u003C\u002Fh1>\n\n\n\n\u003Cp>In July 2021, Google announced that the July 2021 Core Algorithm update is now fully rolled out. Aside from that, there were several other algorithm and search industry updates. In this post, we’ll explore:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The introduction of Google’s Link Spam Update;\u003C\u002Fli>\u003Cli>The implementation of an expanded ‘About This Result’ feature;\u003C\u002Fli>\u003Cli>The removal of Google’s AMP logo in search results;\u003C\u002Fli>\u003Cli>How WordPress 5.9 could help your Core Web Vitals score;\u003C\u002Fli>\u003Cli>The launch of free deals listings in search results;\u003C\u002Fli>\u003Cli>Google introducing new structured data for job listings;\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Following our approach in previous posts, updates are set out in terms of their significance using our traffic light system – a red light is used for a key update that should be a priority, a green light is for news that is less immediately significant, and amber signifies that the update is of moderate importance.\u003C\u002Fp>\n\n\n\n\u003Cp>Read on for the latest news and updates in the search industry.\u003C\u002Fp>\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\u003Ch2 class=\"wp-block-heading\" id=\"google-rolls-out-link-spam-update\">Google Rolls Out Link Spam Update\u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"256\" height=\"256\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Starting on the 26th July 2021, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-link-spam-update-31820.html\">Google began rolling out a new search algorithm update\u003C\u002Fa>: the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-link-spam-update-31820.html\">link spam update\u003C\u002Fa>. This will take two weeks to come into full effect and is designed to make Google’s ranking algorithms ‘even more effective at identifying and nullifying link spam more broadly, across multiple languages.’\u003C\u002Fp>\n\n\n\n\u003Cp>The link spam update is part of a longstanding effort to prevent sites from manipulating links in order to game the search engine’s ranking process. Specifically, this update targets backlinks that have been acquired through affiliate programmes and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fadvanced\u002Fguidelines\u002Flink-schemes\">link schemes\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>In the past, black-hat SEOs have been able to improve a site’s ranking potential by buying backlinks from other sites or exchanging goods\u002Fservices for links. All affiliate and paid-for posts should now be clearly identified as ‘sponsored’ and the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fadvanced\u002Fguidelines\u002Fqualify-outbound-links\">rel=”sponsored” attribute\u003C\u002Fa> should be applied. \u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>The update enables Google to identify these types of links more effectively and ensure that they don’t pass on any value in terms of link equity. You can learn more about the changes to Google’s ranking algorithm and how to qualify links appropriately in the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2021\u002F07\u002Flink-tagging-and-link-spam-update\">Search Central post on the link spam update\u003C\u002Fa>.\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>When looking to build backlinks to your site, avoid link schemes at all costs. Simply put, if you’re required to pay or provide goods\u002Fservices to a site in exchange for a link, then the link isn’t worth having. That said, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Freferralrock.com\u002Fblog\u002Fis-guest-posting-worth-it\u002F\">guest posting can still be a viable tactic\u003C\u002Fa> provided that you’re not paying for the links you acquire.\u003C\u002Fp>\n\n\n\n\u003Cp>Another upshot of the link spam update is that you need to be diligent in how you approach linking out to other sites. Going forward, if you add a link to an affiliate or sponsored post, then ensure that you apply the rel=”sponsored” attribute. For more information, see \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fadvanced\u002Fguidelines\u002Fqualify-outbound-links\">Google’s guidance on qualifying outbound links\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"expanded-about-this-result-feature-provides-insight-into-the-factors-that-google-uses-to-rank-search-results\">Expanded ‘About This Result’ Feature Provides Insight Into the Factors that Google Uses to Rank Search Results\u003C\u002Fh2>\n\n\n\n\u003Cp>Google has expanded the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Fabout-search-results\u002F\">‘About This Result’ panel\u003C\u002Fa> that features in search results to provide useful context about why the search engine is returning a particular result in response to your query.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignleft size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"256\" height=\"256\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>This can be accessed by clicking the three dots that appear next to most results, but you probably won’t see it in your search results just yet – the feature has only rolled out for 10% of eligible users in the US at present and will be applied to results in the UK and elsewhere over the coming months.\u003C\u002Fp>\n\n\n\n\u003Cp>The updated information panel looks like this:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cem>[\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Flearn-more-and-get-more-from-search\u002F\">\u003Cem>Source\u003C\u002Fem>\u003C\u002Fa>\u003Cem>]\u003C\u002Fem>\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FSJMN6ZF1dMcMD9KRwch0WPiA8hfo_GOHhxZWd0AO6Tq_Xu8Fjl8kUlDF77PBSiM6OV2Zt0u0oM7ocKyy66amnG6FP6FgiUp6QIxiHzPuQdKxVDnNv-mqvMV0pALKy_-7Cg2aLrQM.png\" width=\"602\" height=\"601\">\u003C\u002Fp>\n\n\n\n\u003Cp>As an SEO, the expanded About This Result panel offers some insight into the top-level ranking factors that influenced Google’s decision to rank a particular result. Looking at the example above, the feature highlights the following factors:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The page features the search terms that were used in the query;\u003C\u002Fli>\u003Cli>The page refers to terms that are related to the query;\u003C\u002Fli>\u003Cli>The page’s content is written in the same language as the query;\u003C\u002Fli>\u003Cli>The searcher’s geographical location made the page particularly relevant.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The other example provided by Google goes one step further in referring to inbound links as a ranking factor:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FSODkPpGMNhFpnQWdGQrOF5rMMzeXYMdtJS6lOnd-Nnke8Z7BmgqzqsCOH4HIK3X2lbrSQqFSjLKoP7vIJ2RgCjYpK8KOs9pmN1x4sF4NBhgutQhMMG-pBDegTzCgI25-2AdJfnsT.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cem>[\u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Flearn-more-and-get-more-from-search\u002F\">\u003Cem>Source\u003C\u002Fem>\u003C\u002Fa>\u003Cem>]\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>Here, the panel highlights the importance of contextually relevant backlinks from other sites by informing the searcher that ‘other websites with [their] search terms link to this result’. This hints at the value Google places on links from pages that use particular keywords, confirming the significance of anchor text and the contextual relevance of referring pages.\u003C\u002Fp>\n\n\n\n\u003Cp>Read \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fsearch\u002Flearn-more-and-get-more-from-search\u002F\">Google’s post on the expanded About This Result panel\u003C\u002Fa> for more information.\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>The expanded About This Result panel provides some interesting insights into the factors that are used to rank search results, but doesn’t point to anything that we didn’t already know – it’s likely that you were already aware that the ranking process involves matching keywords, related terms, contextually relevant backlinks, and local relevance.\u003C\u002Fp>\n\n\n\n\u003Cp>It does, however, provide confirmation that you should be using a page’s target keywords and other related terms in the copy in order to rank, as well as acquiring links from contextually relevant pages on external sites where possible. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-removes-amp-label-from-mobile-serps\">Google Removes AMP label from mobile SERPs \u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"256\" height=\"256\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google has removed the AMP label from mobile search results. \u003C\u002Fp>\n\n\n\n\u003Cp>AMP stands for accelerated mobile pages and Google had previously shown a lightning bolt icon next to a search result to indicate that a page was an accelerated page.\u003C\u002Fp>\n\n\n\n\u003Cp>What is an AMP page? An AMP page is a page that loads quickly because it’s designed for speed – something that’s important as part of core web vitals. \u003C\u002Fp>\n\n\n\n\u003Cp>Browsers have an easier (and therefore faster) time interpreting AMP HTML, because it’s more streamlined and is specifically designed to help developers avoid common coding issues that lead to slow page loads. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002Fgoogle-amp-on-off-test-1493035964.gif\" alt=\"Google Testing Dropping AMP Logo From Search Results\" width=\"320\" height=\"417\" \u002F>\u003Cfigcaption>[\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-amp-logo-search-results-23744.html\">Source\u003C\u002Fa>]\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>So why has the AMP icon been removed? It’s reported that Google was thinking of showing a page experience label instead, but we have yet to see Google show the page experience label that they tested for a short period of time in December 2020.\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>Google’s mobile search results displayed variations of AMP labels since 2016 – removing the AMP icon could influence searchers to click less on your pages. On the flip side, AMP was a requirement for featuring in Top Stories on mobile, given that there will no longer be a technical barrier to entry – this could result in many more sites ranking in the Top Stories.\u003C\u002Fp>\n\n\n\n\u003Cp>SEOs and marketers should keep an eye on their AMP pages to see if those pages get fewer clicks from the mobile search results as a result of Google removing the AMP logo.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-wordpress-5-9-may-improve-largest-contentful-paint-through-refined-lazy-loading\">How WordPress 5.9 May Improve Largest Contentful Paint Through Refined Lazy Loading \u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignleft size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FbXb8MIwu-Orange.png\" alt=\"\" class=\"wp-image-14607\" width=\"256\" height=\"256\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Integrated in the core of WordPress 5.5, the lazy-loading attribute delays the browser loading elements of a web page, such as images, that are not visible on the screen.\u003C\u002Fp>\n\n\n\n\u003Cp>The page can then load faster for the site visitor. However, after various tests by WordPress developers, it has been found that this feature could actually negatively impact the Largest Contentful Paint (LCP) metric from Core Web Vitals. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Core Web Vitals measure and evaluate the speed, responsiveness, and visual stability of websites and offer more opportunities for a rankings boost, so it’s important you are doing what you can to follow the web vitals guidance in order to optimise your website\u003Cem>.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002F6gmhrXCDfXXrBIwxjV8lx5NRE8nWVsKvW87ilNpxSPa2dkvpzcvNzp7P6BSF65y5YIBYjgR3PMjnb-DtwLTGt59Mix6IdNkdN4hTxnNRSM-eKgOT6Jcx_HCspwvSqh898M3xRJVA.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>The developer who published the proposal to improve LCP noted that as of WordPress 5.5 the core code added the lazy loading attribute by default to all images and iframes.\u003C\u002Fp>\n\n\n\n\u003Cp>But that’s not ideal because the images at the top of the page, like logos and featured images, need to download in order for the web page to become usable.\u003C\u002Fp>\n\n\n\n\u003Cp>What the WordPress developer team is proposing is to exclude adding the lazy loading attribute to the \u003Cstrong>first\u003C\u002Fstrong> image or iframe in the code.\u003C\u002Fp>\n\n\n\n\u003Cp>The developer tested this method on the top 50 most popular WordPress themes and discovered that adding it to the first image or iframe element provided an average improvement in the LCP Core Web Vitals score by an average of 7%.\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>The timeline for the improved lazy loading behaviour is currently set for WordPress 5.9.\u003C\u002Fp>\n\n\n\n\u003Cp>Which is planned for release in December 2021. If this goes ahead, your WordPress website could benefit from improved rankings as your website is more in line with the Core Web Vitals guidance as a result of the update positively impacting page speed.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-launches-free-deals-listings-in-search-results\">Google Launches Free Deals Listings in Search Results \u003C\u002Fh2>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignright size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"256\" height=\"256\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google started rolling out \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.google\u002Fproducts\u002Fshopping\u002Fmaking-it-easier-to-find-deals\u002F\">free deals listings\u003C\u002Fa> for e-commerce stores in search results on 21st July. The company says it is due to customer demand, as searches for the term “discount code” have increased by 50% since last year.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FgObuhpKLTGSmQ2DMJ8HIUyPzgnnUTk3eJM4AjjpzQz1FsSaRN26dw2w9HaH1vtNunz3OWiVDeUfnjrPZPV_LjDgrp9AMOcrN1PaadDIMetnp8Q7_tS_GGQ29qhRCMCvdPPLfHmTv.jpeg\" alt=\"Screenshot 2021-08-02 at 09.39.54.jpg\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Key features:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Google started displaying search-related deals in Shopping SERPs\u003C\u002Fli>\u003Cli>In October, Google will display bespoke \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F\">Black Friday\u003C\u002Fa> and Cyber Monday deal listing pages\u003C\u002Fli>\u003Cli>Merchants can add customise their promotions for all consumers, but only those who meet specified criteria can access these special prices\u003C\u002Fli>\u003Cli>Retailers can use this feature whether they don’t use \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google advertising\u003C\u002Fa> or not\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>With COVID-19 restrictions lifting across many countries, people are returning to physical stores and that has impacted online sales. Google’s new free listing feature will help online retailers regain lost custom and improve their retail search experience at the same time.\u003C\u002Fp>\n\n\n\n\u003Cp>While it appears the “Deals related to your search” section is exclusive to the US at the moment, EU customers can still find discounts and other deals on the Shopping tab with labelled listings. Just in time for the busiest e-commerce period of the year and something to add to your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-develop-an-ecommerce-strategy\u002F\">marketing strategy\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"google-launches-new-structured-data-for-job-listings\">Google Launches New Structured Data For Job Listings \u003C\u002Fh2>\n\n\n\n\u003Cp>Google is introducing a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-launches-new-structured-data-for-job-listings\u002F413345\u002F#close\">new structured data markup property\u003C\u002Fa> to highlight job listings that allow prospects to apply directly on the employer’s website through a simple online application process.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"alignleft size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FZjsJaPpB-Green.png\" alt=\"\" class=\"wp-image-14606\" width=\"256\" height=\"256\" \u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>As well as the new structured data markup property, Google is also mandating a new editorial content policy for job listings in order for users to better understand the content and easily apply for it either directly or another way. The policy includes guidance around obstructive text and images, excessive and distractive ads, or content that doesn’t add any value to the job posting. This new editorial content policy for job listings is expected to come into effect on October 1, 2021.\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\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>No scams\u003C\u002Fstrong>: Job listings must represent real job opportunities and not scams or spam.\u003C\u002Fli>\u003Cli>\u003Cstrong>Improved user experience\u003C\u002Fstrong>: Avoid asking for information when it is not necessary, poor quality pages, or having a complex application process.\u003C\u002Fli>\u003Cli>\u003Cstrong>Remove expired job posts\u003C\u002Fstrong>: Remove job listings that are no longer accepting new applicants.\u003C\u002Fli>\u003Cli>\u003Cstrong>Use genuine dates\u003C\u002Fstrong>: Don’t mask old jobs as new ones and don’t update the \u003Cem>DatePosted \u003C\u002Fem>markup if there was no change to the job post.\u003C\u002Fli>\u003Cli>\u003Cstrong>No wrong or misleading information\u003C\u002Fstrong>: Including incorrect salary, location, working hours, employment type, or other job-specific information.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The new markup property, \u003Cem>directApply \u003C\u002Fem>allows employers to indicate if there’s an option for prospective employees to apply for a job on their website. \u003C\u002Fp>\n\n\n\n\u003Cp>Google states that this markup is only suitable for job listings that meet a certain set of user actions required to apply for the job. In other words, the user must be given the option of a short and straightforward application process.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F10\u002FAWLTzj74VTONbf72xi45ux0Xv5h6mC-dxXO0nSv2N3oIYrhaJNnJXel9SFzrLUR_H5v7gwk35gQTAGKD0YOVa3M6EfCyh9HvVaaHOqhctD-fzWT3Qg1_l_7g_z5TpKJXDy__fGzk.png\" alt=\"\" \u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Google classifies either of the following conditions as a “direct apply experience”:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The user completes the application process on your site.\u003C\u002Fli>\u003Cli>Once arriving on your landing page via Google, the user does not have to click on apply and provide user information more than once to complete the application process. \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>For example, if a job listing requires applicants to upload a resume and then also type all the same information up again in an application form, it is not eligible for this markup.\u003C\u002Fp>\n\n\n\n\u003Cp>Site owners are able to start using this markup right away and information on how to implement it on your job listings can be found at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fdata-types\u002Fjob-posting\">developers.google.com\u003C\u002Fa>. As Google is still developing how it uses this information and integrating it into its index, there may not be any immediate effect in search results. \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 advertise job listings directly on your website, the new \u003Cem>directApply \u003C\u002Fem>markup allows you to indicate to users seeing your landing page in Google search results that your job listing offers a simple online application process. This could have a significant effect on CTR (organic clicks) and conversion rate, allowing you to broaden your search for the perfect candidate.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n",false,{"rendered":94,"protected":161},64,11277,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":167,"inline_featured_image":161,"footnotes":5},"This post explores the key Google algorithm and search industry updates from July 2021, including the launch of Google’s Link Spam Update. Read more 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On the other hand, pull marketing focuses on ‘\u003Cstrong>pulling\u003C\u002Fstrong>’ traffic to your website or social media pages.\u003C\u002Fp>\n\n\n\n\u003Cp>There are suitable times to use both strategies and they can also be used together – the key is knowing \u003Cstrong>when\u003C\u002Fstrong> to use each one.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"push-marketing-definition\">\u003Cstrong>Push marketing definition\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Push marketing defines a strategy where businesses aim to \u003Cstrong>push\u003C\u002Fstrong> their products in front of consumers, with the overall aim to gain exposure, highlight unique selling points and ultimately make a sale.\u003C\u002Fp>\n\n\n\n\u003Cp>Push marketing tends to be a common approach within the fast-moving consumer goods (FMCG) arena, generating higher rates of short-term sales.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"when-is-push-marketing-useful\">When is push marketing useful?\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>When launching a new business or a website that is yet to build a reputation\u003C\u002Fli>\n\n\n\n\u003Cli>When releasing brand new products or moving into a new niche\u003C\u002Fli>\n\n\n\n\u003Cli>For promotional campaigns\u003C\u002Fli>\n\n\n\n\u003Cli>For seasonal sales and events such as Spring Sales, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F\">Black Friday\u003C\u002Fa> and Christmas\u003C\u002Fli>\n\n\n\n\u003Cli>To generate quick sales and increase cash-flow \u003C\u002Fli>\n\n\n\n\u003Cli>To help with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fmastering-brand-effectiveness-through-evidence-and-creativity\u002F\">brand recognition\u003C\u002Fa> when competing against a dominant competitor\u003C\u002Fli>\n\n\n\n\u003Cli>Launching new brands or products that don’t yet have organic search volume.\u003C\u002Fli>\n\n\n\n\u003Cli>Driving immediate traffic for seasonal events, flash sales, or inventory clearance.\u003C\u002Fli>\n\n\n\n\u003Cli>Staying visible in high-competition niches where customers might otherwise forget you between purchases.\u003C\u002Fli>\n\n\n\n\u003Cli>When\u003Cstrong> \u003C\u002Fstrong>using paid media to quickly gather data on new audiences, messaging, or product-market fit.\u003C\u002Fli>\n\n\n\n\u003Cli>Re-engaging users who are stuck in the ‘messy middle’ of their research journey.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>One of the most popular ways of executing push marketing is through email marketing and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">paid media\u003C\u002Fa>, which can include sponsored posts on social media, pop-ups, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002Fprogrammatic-display\u002F\">display ads\u003C\u002Fa>, paid search results, video ads and other forms of promoted multimedia.\u003C\u002Fp>\n\n\n\n\u003Cp>Paid media can be a fruitful way of expanding your brand reach, getting more clicks, and generating more traffic.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"push-marketing-example-in-action\">Push marketing example in action\u003C\u002Fh3>\n\n\n\n\u003Cp>To drive rapid volume for their latest innovation, PlugHugs deployed a high-impact push marketing campaign. Their product, an industry-leading earplug, boasts a dual USP: a 70% increase in retention during sleep and unmatched noise-cancellation capabilities.\u003C\u002Fp>\n\n\n\n\u003Cp>Recognising their core demographic as males aged 25–60, PlugHugs utilised paid advertising on social media to target potential customers. By leveraging granular targeting – including age, location, and socio-economic status—they bypassed the need for organic discovery. Instead, they placed their solution directly into the feeds of their target audience, ‘pushing’ users from initial awareness to a website purchase in a single frictionless journey.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"pull-marketing-definition\">\u003Cstrong>Pull marketing definition\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>On the other hand, pull marketing (or inbound marketing) is focused on offering quality content such as blog posts, articles or videos that a potential customer can access in their own time. The aim with pull marketing is to pull the customer in with an enticing, attractive and helpful offering.\u003C\u002Fp>\n\n\n\n\u003Cp>Creating content that encourages a user to click and learn more can help with exposing the user to the brand that has published the content.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"when-is-pull-marketing-useful\">When is pull marketing useful?\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>When the customer already has an idea of what they are looking for\u003C\u002Fli>\n\n\n\n\u003Cli>To help maintain dominance in a specific industry \u003C\u002Fli>\n\n\n\n\u003Cli>When a customer needs to do more research on a product or service \u003C\u002Fli>\n\n\n\n\u003Cli>When trying to move the customers to the next stage in the conversion journey\u003C\u002Fli>\n\n\n\n\u003Cli>When positioning a brand as the ‘go-to’ expert in a crowded market.\u003C\u002Fli>\n\n\n\n\u003Cli>When providing answers to common objections before the customer even talks to sales.\u003C\u002Fli>\n\n\n\n\u003Cli>When building assets (like SEO or a \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fvideo-youtube\u002F\">YouTube\u003C\u002Fa> channel) that generate traffic without a continuous ad spend.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Customers with specific needs will more than likely start their search for a solution using search engines, which is why using \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO tactics\u003C\u002Fa> is vital to the success of a pull strategy. Customers who are using search engines to find out the options available to them, are already prepared and ready to take the next steps towards conversion.\u003C\u002Fp>\n\n\n\n\u003Cp>Overall, pull marketing is far less interruptive than push marketing and tends to build brand loyalty more effectively.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"pull-marketing-example-in-action\">Pull marketing example in action\u003C\u002Fh3>\n\n\n\n\u003Cp>AllTrails (a fitness and hiking app) needs to convince people to pay for a ‘Pro’ subscription without annoying them with constant ‘Buy Now’ pop-ups.\u003C\u002Fp>\n\n\n\n\u003Cp>AllTrails focuses heavily on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fugc-trends-insights-and-examples\u002F\">User-Generated Content\u003C\u002Fa> (UGC) and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>. They don’t just run ads saying ‘Download our app’ – they ensure that whenever someone is planning an outdoor activity, AllTrails is the answer they find.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-the-pull-works\">How the ‘Pull’ Works:\u003C\u002Fh4>\n\n\n\n\u003Cp>\u003Cstrong>Step 1: \u003C\u002Fstrong>A person decides they want to get active and searches: \u003Cem>‘Best dog-friendly hikes near me with a waterfall.’\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Step 2: \u003C\u002Fstrong>Because AllTrails has thousands of pages optimised for every specific trail, city, and feature (e.g., ‘waterfall,’ ‘kid-friendly,’ ‘steep’), they perform well in both traditional search and are also cited in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">AI search\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Step 3: \u003C\u002Fstrong>The user clicks and gets a free map, photos from other hikers and real-time trail conditions. AllTrails has solved the user’s immediate problem for free.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Step 4: \u003C\u002Fstrong>The user is now ‘pulled’ into the ecosystem. They download the app to save the map. Later, when they realise they need offline maps for safety (the paid feature), they upgrade. They aren’t buying because of an ad; they are buying because the tool became essential during their research phase.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-can-push-and-pull-marketing-work-together\">\u003Cstrong>How can push and pull marketing work together?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>By using push and pull marketing together, you create a marketing ecosystem that both generates demand and captures it. Push marketing creates the trigger, while pull marketing provides the evidence. Together, they ensure that your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbrand-stories\u002F\">brand\u003C\u002Fa> is present at the first point of contact and remains the preferred choice throughout the unpredictable twists and turns of the modern buyer’s journey.\u003C\u002Fp>\n\n\n\n\u003Cp>Push marketing remains the primary engine for demand generation. In an era of algorithm-heavy social feeds, push tactics are used to target potential customers who may not yet realise they have a need. The goal here is to spark ‘latent demand’- introducing a solution through highly targeted and optimised ads that reach relevant audiences before they even begin a manual search.\u003C\u002Fp>\n\n\n\n\u003Cp>Conversely, pull marketing dominates the discovery and evaluation phases. Today’s consumers are researchers; they use search engines, AI assistants, and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-leverage-social-proofing-to-improve-trust\u002F\">social proof\u003C\u002Fa> to validate their choices. Pull tactics ensure that when a customer is actively seeking a solution or comparing options, your brand is the most authoritative and accessible answer. In 2026, this isn’t just about being found, it’s about providing enough value and social currency to pull the customer through the final stages of the journey, turning interest into long-term brand advocacy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"push-and-pull-marketing-in-the-era-of-ai\">\u003Cstrong>Push and pull marketing in the era of AI\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In the era of AI, the boundary between push and pull marketing has given way to a more fluid, predictive user journey. Push marketing has evolved from broad broadcasting into ‘predictive precision,’ where AI algorithms analyse micro-behaviours to interrupt a user’s feed with the exact solution they need, often before they’ve even realised what they want. Meanwhile, pull marketing has shifted from simple keyword matching to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\">Answer Engine Optimisation.\u003C\u002Fa> To be ‘pulled’ into a consumer’s world in 2026, a brand must offer deep, human-led authority that AI assistants prioritise as a trusted source.\u003C\u002Fp>\n\n\n\n\u003Cp>By integrating these strategies, you navigate the ‘messy middle’ of the modern journey – using AI-driven push tactics to spark demand, while ensuring your pull content provides the expert validation needed when a user asks their AI for a recommendation. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"800\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F02\u002FPush-Pull-equillibrium.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-37471\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>This graph shows that the more complicated your product is, the more you need to ‘pull’ customers in, while the more money you have to spend on simpler products, the more you should ‘push’ them out.\u003C\u002Fp>\n\n\n\n\u003Cp>On the vertical axis, you have Product Complexity; as a product gets harder to explain or more expensive, the graph suggests moving toward a Pull-Heavy Strategy like SEO and blogs to educate the customer. On the horizontal axis is Marketing Spend – as your budget increases for simpler products, you move toward a push-heavy strategy using \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid ads\u003C\u002Fa> and promotions to reach a mass audience quickly. \u003C\u002Fp>\n\n\n\n\u003Cp>The equilibrium line in the middle represents the balance point, showing that as complexity increases, you must eventually shift away from just running ads and start focusing on pulling people in with helpful content.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"push-vs-pull-marketing-breakdown\">\u003Cstrong>Push vs pull marketing breakdown\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable class=\"has-fixed-layout\">\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Feature\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Push Marketing\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Pull Marketing\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Primary Goal\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Generate immediate awareness and fast sales.\u003C\u002Ftd>\u003Ctd>Build long-term authority and brand loyalty.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Customer State\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Passive (might not know they have a need yet).\u003C\u002Ftd>\u003Ctd>Active (already searching for a solution).\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Core Tactics\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Paid social ads, PPC, email blasts, display ads.\u003C\u002Ftd>\u003Ctd>SEO, content marketing, blogs, video guides.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Interaction Style\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Interruptive (proactive).\u003C\u002Ftd>\u003Ctd>Engaging (reactive to intent).\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Time to Results\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Short-term \u002F Immediate.\u003C\u002Ftd>\u003Ctd>Long-term \u002F Sustainable growth.\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Ideal For\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>New brands, seasonal sales, product launches.\u003C\u002Ftd>\u003Ctd>Established brands, complex products, niche authority.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"push-and-pull-strategy-examples\">\u003Cstrong>Push and pull strategy examples\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It is common (and often recommended) for businesses to use both push and pull marketing tactics together to form their strategies. An example of both of these working together in tandem is the brand \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpastaevangelists.com\u002F\">\u003Cem>Pasta Evangelists\u003C\u002Fem>\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-push-part-of-the-strategy\">The ‘push’ part of the strategy\u003C\u002Fh3>\n\n\n\n\u003Cp>Pasta Evangelists is one of the UK’s fastest-growing food startups and was established in 2017. Because they’re still building brand awareness, they implement paid media tactics, such as sponsored Facebook posts to spread their message.\u003C\u002Fp>\n\n\n\n\u003Cp>In this example, they have targeted me with a video containing a promotional code (I fall into their target audience!) and because this is a sponsored post, it is essentially pushed in front of me whilst I browse through my newsfeed, with the aim for me to click on the ‘get offer’ button and convert to a sale.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FeIFtykag6gpk9Dyc02swEmy6mz1Vaki1TPFokhzzrpiFnBtQ-HiEx7FxKqw_i0IQ4h-OjqSYgIIHs98lIGX5xhb55g8n6RY-z-g9mjc63PLb5-uZUpbaaOuXcCjdJgEe5CUZh_C5.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-pull-part\">The pull part\u003C\u002Fh3>\n\n\n\n\u003Cp>Meanwhile, the Pasta Evangelists team are also working on their pull tactics in order to build brand loyalty and draw customers in. When searching for a recipe for ‘pappardelle pulled pork’ the search results returned a link to a recipe from the Pasta Evangelists website.\u003C\u002Fp>\n\n\n\n\u003Cp>As is highlighted in my search query, I was already looking for pappardelle pulled pork, and was therefore further down the AIDA funnel, in the ‘desire’ stage. Whereas before I saw the targeted ads on Facebook, I wasn’t even in the ‘awareness’ stage.\u003C\u002Fp>\n\n\n\n\u003Cp>Because I can remember seeing a sponsored post from the brand and the product imagery looks the most enticing out of the results, I am drawn in to click on the Pasta Evangelists website and potentially become a paying customer.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FLVLKD_GYL_m4wgsO1xF9GwaSfO30sRjt2Ff702NmRf_yNOpIhgYEXsuyOo-PLdX7ncHz8cu7_2rfzR-oQjY6Z3W-c_l32kUI9PPsxSq7726lLMNmvt6pGxKT8ltqggWf9dnSRnOF.png\" alt=\"\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"pull-again\">Pull, again\u003C\u002Fh3>\n\n\n\n\u003Cp>Pasta Evangelists have gone one step further in ensuring visitors to their website are more likely to purchase their products, both immediately and in the future. By inputting an email address, the user can receive 20% off their first order, on the premise that they sign up for marketing emails.\u003C\u002Fp>\n\n\n\n\u003Cp>This means that the brand can continue to market to the people who sign up for this offer in the future and also pull in any customers that have either bought their products in the past or may have abandoned their cart during the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fecommerce-guide\u002Fdesign\u002F\">conversion process\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"push-and-pull-marketing-faqs\">\u003Cstrong>Push and Pull Marketing FAQs\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-can-a-business-survive-using-only-one-of-these-strategies\">1. Can a business survive using only one of these strategies?\u003C\u002Fh3>\n\n\n\n\u003Cp>Yes but it is difficult to scale effectively. A pull-only business relies entirely on customers already knowing what they need. If no one is searching for that specific product or solution, you won’t grow. Meanwhile, a push-only business often faces high costs because they have to pay for every interaction. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-which-strategy-is-more-expensive\">2. Which strategy is more expensive?\u003C\u002Fh3>\n\n\n\n\u003Cp>Push usually has a higher immediate cost because you are paying for visibility (ad spend, sponsored posts, or billboards). Pull is often seen as ‘free’ but it mostly requires an investment of time, creativity and expertise to create the content that earns results.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-how-has-the-messy-middle-changed-these-strategies\">3. How has the ‘Messy Middle’ changed these strategies?\u003C\u002Fh3>\n\n\n\n\u003Cp>The messy middle is the loop where customers research and evaluate before buying. This has made the two strategies inseparable. You might use push to get a customer’s attention, but if you don’t have a pull strategy (like reviews or helpful articles) ready for when they go to research you, they are likely to end up buying from a competitor who does.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"4-how-do-i-know-which-one-to-start-with\">4. How do I know which one to start with?\u003C\u002Fh3>\n\n\n\n\u003Cp>If you are a brand-new business, start with push. You need to generate immediate awareness and get your first few sales to build momentum. As you grow, you should shift more energy into pull tactics to build long-term authority and reduce your reliance on paid ads.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"5-how-do-i-measure-the-success-of-each\">5. How do I measure the success of each?\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Push: Focus on immediate impact. Track metrics like reach (how many people saw you), click-through rates and direct conversion rates from your paid campaigns. You are looking for a clear return on ad spend.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Pull: Focus on authority and growth. Track organic search rankings, the volume of people searching specifically for your brand name, and engagement metrics like ‘time on page’—which proves that the content you’re providing is actually solving the user’s problem.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"6-is-social-media-considered-push-or-pull\">6. Is Social Media considered Push or Pull?\u003C\u002Fh3>\n\n\n\n\u003Cp>It is actually both. When you pay for a sponsored post to appear in the feed of someone who doesn’t follow you, that is push. When you post helpful, entertaining content as part of your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social strategy\u003C\u002Fa> (that your followers choose to engage with and share) – that is pull.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"7-does-ai-make-pull-marketing-harder\">7. Does AI make Pull marketing harder?\u003C\u002Fh3>\n\n\n\n\u003Cp>It makes it more competitive. Since AI can now summarise information for users, your pull\u003Cstrong> \u003C\u002Fstrong>content needs to be highly original, deeply expert, or based on unique data to ensure you remain a primary source that people want to visit directly. Find out more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">how to succeed in AI generative search\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FPSheRUEcKbxMOuSGf0qy7VCc2f32bTPPRBJRcXtmaZCylfp6L1oauE83oBjRPkLW77vFWPT3p_xVKuFqKGqiUBMYLYF5GB8Hc6638ReGXV23QDBPRoET87ZL4v3hUojfic9i2eyE.png\" width=\"643\" height=\"300.98895108642773\">\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"conclusion\">\u003Cstrong>Conclusion\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Ultimately, the most effective digital marketing doesn’t force a choice between push and pull –  it integrates them into a unified ecosystem. While push marketing is the engine for demand generation – proactively reaching audiences who may not yet realise they have a need – pull marketing is the key to capturing and validating that demand during the research phase.\u003C\u002Fp>\n\n\n\n\u003Cp>AI has blurred these lines even further. Success now requires using predictive precision to push the right solutions to users before they search, while maintaining human-led authority to ensure your brand is the ‘pull’ answer prioritised by AI assistants.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"key-strategic-pillars\">Key Strategic Pillars\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use push tactics like paid social to spark latent demand and pull tactics like SEO to be present when customers actively seek solutions.\u003C\u002Fli>\n\n\n\n\u003Cli>As products become more complex or expensive, your strategy should shift toward pull-heavy tactics to educate and build trust.\u003C\u002Fli>\n\n\n\n\u003Cli>Use push to get attention, but rely on pull content (reviews, guides, expert articles) to prevent customers from drifting to competitors during their evaluation.\u003C\u002Fli>\n\n\n\n\u003Cli>Lean on push for quick cash flow and brand launches and invest in pull for long-term loyalty and reduced reliance on ad spend.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Start mastering your push\u002Fpull marketing strategy today by \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">getting in touch\u003C\u002Fa> today.\u003C\u002Fp>\n",{"rendered":107,"protected":161},7689,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":482,"_yoast_wpseo_metadesc":483,"inline_featured_image":161,"footnotes":5},"What Is Push-Pull Marketing? Definition & When to Use","Find out the difference between push marketing and pull marketing tactics, plus how you can implement them in your digital marketing strategy. Read the 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loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FarWaRNklI_c\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\">\u003C\u002Fiframe>\n\n\n\n\u003Chr class=\"wp-block-separator\"\u002F>\n\n\n\n\u003Cp>Hi! I’m Rhianne, I’m an SEO Executive at Impression and today I’m going to be talking about 5 ways you can increase your organic rankings. So by the end of today’s video, you should be able to come away with some useful tips, tricks and tools to help you with your SEO efforts – let’s get into it.\u003C\u002Fp>\n\n\n\n\u003Cp>I just want to start by saying that there are so many things you can do to help with your organic rankings, and we would be here for a really long time if we were to go through all of the ones we know of. So I have selected 5 of the factors that I think are most important – I would definitely recommend further reading and practice with what I am going to talk about today so that you can really make a difference.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"keyword-research\">\u003Cstrong>Keyword Research\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>First off, it’s good practice to make a keyword plan before you start optimising anything on your page and You can do this by using keyword research tools such as Ahrefs, which is my personal favourite.. and doing this research really helps you to form a solid content strategy because not only can you see the types of things that people are searching for, but you can also see the intent behind the searches, so you’re looking at what type of questions people are asking and the words they’re using in their queries… and that helps you with knowing what angle to write your content from – for example, if you’re doing your research and can see people are asking questions such as ‘how to plan a wedding – that would imply that the user would like maybe some step by step content in the form of a guide. Alternatively, you might see a lot of people searching for the best wedding venues in Nottingham and that would imply that the user may want a comparison document or a ranking of the top 10 wedding venues in Nottingham -so my point here is that you should look at the words people are using and you should use that to help you understand their intent and therefore the TYPE of content they want to read.\u003C\u002Fp>\n\n\n\n\u003Cp>Another tip is not to make the mistake of just writing any old content because you think that’s what people want to read about. The things you are writing about should always be informed by research! And you should be using these findings from your research to make good quality content that is useful for the reader and not just a case of keyword stuffing! \u003C\u002Fp>\n\n\n\n\u003Cp>So now I am just going to go over a basic outline of my last point on this slide using ahrefs to find longtail keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>When doing your keyword research and planning, it’s important to not just try and rank for the most obvious and highly competitive terms.\u003C\u002Fp>\n\n\n\n\u003Cp>As you can see here, in this example, if I had a website and I was selling blinds, and I were to write some optimised blog content for the website – I would really be struggling if I were to try and target broad key terms like ‘blinds’ and ‘window blinds’ as you can see in the snippet, the keyword difficulty level is quite high and that shows me that it will be difficult to rank for those terms – these are terms that are likely going to be dominated by household names such as dunelm and B&Q.\u003C\u002Fp>\n\n\n\n\u003Cp>Whereas, if I use my research to be a bit more specific and dig a little deeper, I can find out the questions people are asking such as how to clean vertical blinds which we can see on the right here has a much lower keyword difficulty score – so I could create a blog post based \u003C\u002Fp>\n\n\n\n\u003Cp>Around that idea and the keyword difficulty is much smaller, so I’m much more likely to rank for that term because it’s far less competitive – and even though there may be less overall search volume for this term, by targeting specific questions – it’s much more likely that I am going to get people onto my website. \u003C\u002Fp>\n\n\n\n\u003Cp>Then if I keep using this tactic, over time, I am going to stand a much better chance of ranking for those broader terms.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"content\">\u003Cstrong>Content\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>That brings me on to content, which is really your chance to take all the keyword research you have done and apply it. You want to be careful that you are not just stuffing in keywords to try and get brownie points with google -you should be writing content that is laid out well, it’s thorough and it’s and is easy to read – if your content would benefit from it, using things such as bullet points or tables to lay things out, say you’re writing a how-to guide, then definitely do so, because this is a great way to potentially get on to the featured snippets on the results page and ultimately get more people to click on your site because you’re taking up way more space on the results page.\u003C\u002Fp>\n\n\n\n\u003Cp>The way I like to write to capture a specific target audience is by working to a character profile – so if you look at the image here on the slide, I’ll go through an example –\u003Cbr>\u003Cbr>So say I was a B2B marketing manager at a company selling HR software, I might want to make a profile for an HR manager, a CEO, an office worker and so on and then depending on what I am writing about that day, I would tailor the content to one of those character profiles – so in this example, I could say I am going to write about how HR software can help free up time to focus more on your employee’s wellbeing \u003C\u002Fp>\n\n\n\n\u003Cp>And I would choose my most suitable character profile out of all the character profiles I’ve created and I would let the characteristics of this person guide me with how I’m writing stuff  – so here on the right I’ve got Tracy, she’s an HR manager, 42 years old and her strengths are being organised, excellent people skills and she’s really bubbly, but her fears are that she is worried about non-compliance with regulations and her goals are that maybe she wants to free up time to focus on her employees, she’s a very bubbly person, she’s a people person – so it would therefore make sense that I would tailor the blog post I want to to write towards Tracy because it’s relevant and I can use Tracy’s character to help me write.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s also worth having the author of your blog posts visible on the blog post and showing an author profile as this can also help to establish you as an expert.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"refreshing-meta-titles-and-descriptions\">\u003Cstrong>Refreshing meta titles and descriptions\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So we know metadata may not be a ranking factor, but it does have an indirect influence on rankings so it’s still super important. Crafting a really well-written meta description that is closely related to the topic of the page, that is interesting to users, and is highly optimised for the user’s intent can really help with conversion rates. The meta title and the meta description are the first things that people see when they’re searching through Google results so it’s essential that you’re drawing the user in from the very start.\u003C\u002Fp>\n\n\n\n\u003Cp>By refreshing this data, it is possible to get more traction from social media as a result because you can go and re-share content that you’ve already made, but you can end up enticing more people in who in the past may not have clicked on it.\u003C\u002Fp>\n\n\n\n\u003Cp>Another tip is just being human! If you’re able to write a welcoming and helpful meta description that appears way less sales-y than all the descriptions in the ads that you’ll see on the results pages, you’re just going to stand out amongst all those ads.\u003C\u002Fp>\n\n\n\n\u003Cp>So, finally sticking to the character limit of 160 characters is really important because it means you’re going to get all of that vital information right at the start. \u003C\u002Fp>\n\n\n\n\u003Cp>As a side note – I would definitely recommend also doing a systematic refresh of content on your site – especially if you’ve got years worth of content in blog posts as they can become quite stale and lose their relevancy over time, so additions and edits are a great way to keep your content fresh and ranking well.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"backlinks\">\u003Cstrong>Backlinks\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Backlinks! Backlinks are extremely useful for demonstrating your authority to google – as every time that your content is linked to by another reputable site, it acts as a vote of confidence to Google. It’s much better to gain quality backlinks over quantity backlinks.\u003C\u002Fp>\n\n\n\n\u003Cp>A backlink from Halfords or a bike shop would be great if you had a blog about bikes.. But if a bike shop were to gain a backlink from a florists website, it’s not really that relevant and it’s not necessarily going to help you out with demonstrating your authority.\u003C\u002Fp>\n\n\n\n\u003Cp>If you have a large quantity of backlinks but these are from spammy sites – this can actually negatively affect your rankings.\u003C\u002Fp>\n\n\n\n\u003Cp>Do your backlink research! So when doing backlink research I use ahrefs again and this, gives me a report which is super-useful for understanding what topics and types of content attract links for a site. And if I take a look at this same report for competitors, I can uncover content ideas that are likely to attract links and gain insight into the kind of backlinks that my competitors are getting. \u003C\u002Fp>\n\n\n\n\u003Cp>So when it comes to your strategy you want to build some quality backlinks, so one of the ways you can do this is naturally, which essentially means you don’t have to do anything other than creating great content, and other websites will link to your site without prompt – and then we have manual backlinks which are obtained from doing things like contributing to industry publications and case studies which then link back to your website. So getting backlinks, it takes time but it’s really, really important. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"page-speed\">\u003Cstrong>Page Speed\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Page speed is critical to the user experience – if your pages take forever to load, that affects your rankings as it doesn’t offer a great user experience – and if you have a faster page speed, it generally means a lower bounce rate, as people don’t get fed up of waiting and just leave the page, and that’s also going to affect your conversion rates.\u003C\u002Fp>\n\n\n\n\u003Cp>You can actually check out the core web vitals data in the enhancements section of your Google Search Console and take a look at the recommendations given there and implement them – so that will pick up things like if your images are too big and need compressing, and if you have too many redirects causing the page speed to slow down, and it will give you a list of ways to fix this. It’s also worth looking at page speed insights and that’s a Google tool that can help you with seeing where you might be going wrong, or might be going right.\u003C\u002Fp>\n\n\n\n\u003Cp>Things like images and coding can take up lots of unnecessary space and these are things that you might not even know are causing a problem – so its always worth checking out the tools I’ve mentioned on the slide to see where you can improve.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"main-takeaways\">\u003Cstrong>Main takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>My main takeaways are:\u003C\u002Fp>\n\n\n\n\u003Cp>1. Number 1, to write helpful content that is tailored to a character profile from within your target audience and positions you as an export. Helpful content should be informed by keyword research tools so you know what people are searching for and the intent behind their searches.\u003C\u002Fp>\n\n\n\n\u003Cp>2. Creating a backlink strategy and using tools such as ahrefs to inform the strategy and remembering that not all links are equal.\u003C\u002Fp>\n\n\n\n\u003Cp>3. Make sure your page speed is up to scratch.\u003C\u002Fp>\n\n\n\n\u003Cp>5. Consider a systematic revamp and refresh of the metadata (and content) on your older posts that have lots of opportunity.\u003C\u002Fp>\n\n\n\n\u003Cp>6. And finally, always remember that the user is who you should be focusing on, and think about their journey and what they want.. Not just scoring points with Google.\u003C\u002Fp>\n\n\n\n\u003Cp>Thanks, everyone for watching! 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