[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fsean-burton":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":191,"head_links":194,"breadcrumbs":179,"posts":198,"pages":174,"head":1447},"Sean Burton","","I'm Impression's Director, Head of Organic Media. Interested in all things search, with a focus on account strategy & technical SEO.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FIm7Vgp4j-Sean-Burton.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"full_bio":10,"job_title":11,"specialist_service_links":12,"photo":48,"page_content_modules":103,"hero":175},"\u003Cp>Director, Head of Organic Media. Joined Impression in 2017.\u003C\u002Fp>\n\u003Cp>I’m an experienced and dedicated digital marketing consultant, specialising in SEO and with extensive team management, coaching and mentoring experience. I’ve worked within the digital marketing industry since 2008, beginning my career in content management and website administration, and since developing my skills in SEO strategy and consultancy. I have extensive experience in managing a team of digital marketing professionals from junior to senior level, providing support and coaching as well as developing processes and best practice guidelines that enable our SEO department to perform more efficiently and to the highest standard.\u003C\u002Fp>\n\u003Cp>At Impression, I’m responsible for the short to mid-term operations of the SEO department, managing profitable growth through delivering on departmental capacity metrics, identifying and implementing process improvements to aid the delivery of work to Impression’s clients and carry line management responsibility for a wide number of individuals through direct and indirect reports. In addition to my internal responsibilities I develop and manage digital strategies for top tier accounts within the SEO department and take a lead role in identifying emerging marketing trends and developments.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy spending time with my young family, socialising with close friends and getting outdoors into the Great British countryside.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n","Director, Head of Organic Media",[13,29,38],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},35,"98","2020-03-12 15:02:03","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"page":39,"link_text":47},{"ID":40,"post_author":16,"post_date":41,"post_date_gmt":41,"post_content":5,"post_title":42,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":43,"to_ping":5,"pinged":5,"post_modified":44,"post_modified_gmt":44,"post_content_filtered":5,"post_parent":23,"guid":45,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":46},70,"2020-03-12 16:15:03","Content Marketing","content-marketing","2025-07-04 10:27:59","\u002F?page_id=70","\u002Fcontent-marketing\u002F","On Site Content",{"ID":49,"id":49,"title":50,"filename":51,"filesize":23,"url":52,"link":53,"alt":5,"author":54,"description":5,"caption":5,"name":55,"status":56,"uploaded_to":23,"date":57,"modified":57,"menu_order":23,"mime_type":58,"type":59,"subtype":60,"icon":61,"width":62,"height":63,"sizes":64},6355,"Sean-Burton","Im7Vgp4j-Sean-Burton.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FIm7Vgp4j-Sean-Burton.png?auto=compress%2Cformat&q=90","\u002Fsean-burton\u002F","33","sean-burton","inherit","2021-05-21 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Burton’s posts",{"data":109,"pages":174},[110,123,135,146,154,163],{"type_key":111,"title":112,"excerpt":113,"to":114,"postedAt":115,"readingTime":116,"image":117,"authors":118,"category":121},"post","How to Optimise for Search Engine Crawl Efficiency","\u003Cp>Here at Impression, we strive to ensure that the websites we work on are as easy as possible for search engine bots to crawl and subsequently discover our clients’ most valuable content, or the content which we intended to be indexed. As part of our technical SEO auditing process, we review elements of a given […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-crawl-efficiency\u002F","2025-05-07T15:57:31",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWECoFE3D-050720211625513429_web-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[119],{"name":4,"image":120},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FIm7Vgp4j-Sean-Burton.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":122,"name":33},"\u002Fblog\u002Fcategory\u002Ftechnical-seo\u002F",{"type_key":111,"title":124,"excerpt":125,"to":126,"postedAt":127,"readingTime":128,"image":129,"authors":130,"category":132},"A Beginner’s Guide to Google Analytics","\u003Cp>Google Analytics is a “freemium” web analytics tool offered by Google. It enables website owners to track a wide range of data regarding web traffic, user behaviour and site performance. In this guide, we run through the basics of Google Analytics, including how it works, how to navigate the interface and how to understand some […]\u003C\u002Fp>\n","\u002Fblog\u002Fbeginners-guide-to-google-analytics\u002F","2022-02-07T16:48:31",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FI1INqSjJ-050720211625520980_beginner-guide-google-analytics.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131],{"name":4,"image":120},{"to":133,"name":134},"\u002Fblog\u002Fcategory\u002Fbeginners-guides\u002F","Beginners' Guides",{"type_key":111,"title":136,"excerpt":137,"to":138,"postedAt":139,"readingTime":140,"image":141,"authors":142,"category":144},"Common Technical SEO Issues for Large Websites & How to Resolve Them","\u003Cp>It’s important that any website, regardless of scale, is set up to be technically excellent. For large websites, this is imperative to achieve desired increases in page indexing and resulting organic visibility. What qualifies as a “large website” will undoubtedly vary based on personal opinion, but for the purpose of this post, I’m talking about […]\u003C\u002Fp>\n","\u002Fblog\u002Ftechnical-seo-issues-large-websites-resolve\u002F","2026-04-14T14:48:33",11,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F6vnM2eFd-050720211625521060_pexels-photo-270360-scaled.jpeg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[143],{"name":4,"image":120},{"to":145,"name":18},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":111,"title":147,"excerpt":148,"to":149,"postedAt":150,"readingTime":116,"image":5,"authors":151,"category":153},"Local Link Building Tips To Boost Organic Visibility","\u003Cp>It’s no secret that inbound links are a factor which contributes significantly to high organic rankings in Google, however, this hasn’t always strictly been the case within the field of local SEO. Historically, local businesses have been able to achieve good organic visibility purely through locally targeted content, citations and a well optimised Google My […]\u003C\u002Fp>\n","\u002Fblog\u002Flocal-link-building-tips\u002F","2022-02-07T16:48:33",[152],{"name":4,"image":120},{"to":145,"name":18},{"type_key":111,"title":155,"excerpt":156,"to":157,"postedAt":150,"readingTime":158,"image":159,"authors":160,"category":162},"Components of a Well Optimised Google My Business Page","\u003Cp>Google My Business remains a mainstay component of any local search strategy. In this post, I’ll run through what a well optimised Google My Business listing looks like. Listings are really simple to create and can be managed via a range of tools. That said, it’s easy for essential elements to be overlooked when completing a Google […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-business-page-optimisation\u002F",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fisoqf0HP-050720211625522350_Local-SEO-Google-.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161],{"name":4,"image":120},{"to":145,"name":18},{"type_key":111,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":5,"authors":169,"category":171},"7 Sneaky Google Analytics Features Which Are Often Overlooked","\u003Cp>The “out of the box” installation of Google Analytics provides a fantastic base from which to monitor website performance. However, there are a number of small yet effective configurations which can be applied to an account in order to make more sense of the data and generally use the platform to greater effect. Google Analytics […]\u003C\u002Fp>\n","\u002Fblog\u002Foverlooked-google-analytics-features\u002F","2025-07-04T10:19:56",6,[170],{"name":4,"image":120},{"to":172,"name":173},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement","1",{"type":176,"style":177,"title":178,"heading":4,"intro":10,"services":12,"breadcrumbs":179,"photo":65,"social":191},"author","dark","Meet the Team",[180,183,186,189],{"path":181,"name":182},"\u002F","Home",{"path":184,"name":185},"\u002Fabout\u002F","About Us",{"path":187,"name":188},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":190,"name":4},null,{"twitter":192,"linkedin":193},"https:\u002F\u002Ftwitter.com\u002Fseanpb","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fseanpb\u002F",[195],{"rel":196,"href":197},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fsean-burton\u002F",[199,526,724,917,1086,1276],{"id":200,"date":201,"date_gmt":201,"guid":202,"modified":115,"modified_gmt":115,"slug":204,"status":19,"type":111,"link":114,"title":205,"content":206,"excerpt":209,"author":210,"featured_media":211,"comment_status":212,"ping_status":20,"sticky":208,"template":5,"format":213,"meta":214,"categories":217,"collections":219,"coauthors":220,"class_list":222,"acf":230,"head_links":231,"breadcrumbs":232,"url_path":114,"search_description":216,"featured_image_urls":239,"authors":274,"type_nicename":287,"reading_minutes":116,"category":288,"yoast_title":215,"yoast_meta":290,"yoast_json_ld":346,"_links":476},4198,"2018-11-29T14:52:29",{"rendered":203},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fseo-crawl-efficiency\u002F","seo-crawl-efficiency",{"rendered":112},{"rendered":207,"protected":208},"\n\u003Cp>Here at Impression, we strive to ensure that the websites we work on are as easy as possible for search engine bots to crawl and subsequently discover our clients’ most valuable content, or the content which we intended to be indexed.\u003C\u002Fp>\n\n\n\n\u003Cp>As part of our technical SEO auditing process, we review elements of a given website which are possibly giving search engine crawlers are a hard time and therefore impacting on the overall crawl efficiency and therefore crawl budget allocated to the site.\u003C\u002Fp>\n\n\n\n\u003Cp>Check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Ftechnical-seo\u002F\">technical SEO agency\u003C\u002Fa> page to discover more about our work.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-crawl-budget\">What is crawl budget?\u003C\u002Fh2>\n\n\n\n\u003Cp>Google defines crawl budget as “the number of URLs Googlebot can and wants to crawl”. However, there are also a couple of other factors to consider before crawl budget is truly defined.\u003C\u002Fp>\n\n\n\n\u003Cp>The first of these factors is the “crawl rate limit”, which ensures that Google crawls the pages at a rate which won’t be detrimental to the stability of a website’s server. The second is “crawl demand”, and this is how much Google wants to crawl your web pages – Google evaluate this based on “how popular pages are and how stable the content is in the Google index”\u003C\u002Fp>\n\n\n\n\u003Cp>Particularly with larger websites, our aim is to provide the search engines crawler with the best experience possible, eliminate crawler traps and essentially create a more efficient crawling process.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to estimate a sites crawl budget, the “crawl stats” report in \u003Ca href=\"https:\u002F\u002Fsearch.google.com\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Google Search Console\u003C\u002Fa> provides a good starting point. This report provides Googlebot crawl activity over a 90 day period including the average number of pages crawled in that time frame along with high and low crawl numbers;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"924\" height=\"270\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2NBs70VM-crawl-stats.png?auto=compress%2Cformat&q=90\" alt=\"crawl stats search console\" class=\"wp-image-4199\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In the above example, by taking the daily average of 118,261 and multiplying this by 30 days, we can see that the average monthly crawl budget for this website is around 3,547,830 URLs. If you then compare this to the number of submitted URLs, you’ll get an idea of how sufficient the budget is.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"assessing-crawl-efficiency\">Assessing crawl efficiency\u003C\u002Fh2>\n\n\n\n\u003Cp>The above approach, however, isn’t a conclusive measure of how efficiently crawl budget is being used – this is because this methodology assumes that every page you have submitted \u003Cem>\u003Cstrong>will be crawled\u003C\u002Fstrong>\u003C\u002Fem> each month, and also that the budget is only being consumed on the pages which you have submitted to Google.\u003C\u002Fp>\n\n\n\n\u003Cp>In order to begin assessing the crawl efficiency of a particular domain, head over to the coverage reports within Google Search console. Here we are able to get a better picture of how Google is crawling and indexing the pages we have submitted to them (via xml sitemaps);\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1272\" height=\"518\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F1iZnVku8-Screenshot-2018-11-29-at-11.48.09.png?auto=compress%2Cformat&q=90\" alt=\"search console submitted pages\" class=\"wp-image-4200\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Along with the pages which Google “knows” about;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1268\" height=\"515\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F2DysCUwU-Screenshot-2018-11-29-at-11.50.12.png?auto=compress%2Cformat&q=90\" alt=\"search console known pages\" class=\"wp-image-4201\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>By reviewing the numerical difference between the known and submitted URLs, we are able to get a granular view of where Google is crawling URLs which are of low value, duplicates or potential crawler traps. In the above examples, we can see that the number of valid pages in the “known” report is higher than the number of valide pages in the submitted report, suggesting that Google has crawled and indexed pages which we don’t intend to be indxed.\u003C\u002Fp>\n\n\n\n\u003Cp>Reviewing the individual reports and checking over errors, warnings and reasons for excluded pages is a good place to start when auditing the URLs which Google has encountered when crawling a website.\u003C\u002Fp>\n\n\n\n\u003Cp>This will allow you to isolate issues, identify common pattersn and take appropriate action to improve crawl efficiency and eliminate errors which could be detrimental your overall SEO efforts, including \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbeginners-guides-duplicate-content\u002F\">duplicate and thin content\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-crawler-traps\">What are crawler traps?\u003C\u002Fh2>\n\n\n\n\u003Cp>“Crawler traps” are areas within a website that contain structural issues and therefore have the potential to cause crawlers confusion. Some examples include;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Infinite URLs due to coding errors\u003C\u002Fli>\n\n\n\n\u003Cli>Session ID’s\u003C\u002Fli>\n\n\n\n\u003Cli>Faceted navigations\u003C\u002Fli>\n\n\n\n\u003Cli>Search parameters\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In the case of larger websites (where we have a massive number of pages that we wish to be indexed), we want to avoid or minimise these traps in order to give the crawler the best chance of reaching valuable pages which are deep inside the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwebsite-architecture-seo\u002F\">site architecture\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Overall objectives here are to:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Increase the total average number of pages crawled per day (and as a result each 90 day period).\u003C\u002Fli>\n\n\n\n\u003Cli>Identify potential crawler traps within the website\u003C\u002Fli>\n\n\n\n\u003Cli>Ensure that pages adding little or no value via Google Search are de-prioritised over high-value pages.\u003C\u002Fli>\n\n\n\n\u003Cli>Bring the number of “known” pages closer in line with the number “submitted” pages\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-identify-crawler-traps-and-inefficiencies\">How to identify crawler traps and inefficiencies\u003C\u002Fh2>\n\n\n\n\u003Cp>The best place to start when attempting to improve crawl efficiency is by asking one simple question: “should this page be indexed in Google’s search results?”. To further qualify any URLs, you will need to look at the value they might add or specifically the purpose they serve.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, is this page primarily for existing users who require the functionality to reset a password in order to access their account?;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"559\" height=\"46\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FX42fy3A5-URL-Inspection.png?auto=compress%2Cformat&q=90\" alt=\"URL Inspection\" class=\"wp-image-4202\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Or, does the URL affect the way in which a user searches on the site, for example by filtering or sorting a particular page;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"801\" height=\"48\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FCUm93jyI-URL-Inspection-1.png?auto=compress%2Cformat&q=90\" alt=\"URL Inspection example\" class=\"wp-image-4203\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>In addition, heading over the parameter handling tool within Search Console will provide further insight into the URLs which Google are “monitoring” and have therefore recently crawled;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"337\" height=\"247\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F1kgEJrf1-Search-Console-URL-Parameters-https-www-emis-com-1.png?auto=compress%2Cformat&q=90\" alt=\"Search Console URL Parameters\" class=\"wp-image-4204\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>We find it useful to export all of the parameters monitored into a spreadsheet and total up the number of monitored URLs. From here, you can gain further perspective on how crawl budget is potentially being wasted – in the case of this particular website there was a total of 1,188,702 monitored URLS which existed due to parameters.\u003C\u002Fp>\n\n\n\n\u003Cp>When troubleshooting these issues, it’s often also a good idea to collaborate with web development teams as they will have a good understanding of how the site has been built and therefore how it functions. They will be able to advise on the purpose of the parameters and inform you of how they affect page content.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve also encountered websites where attempts have been made to optimise crawl budget, specifically with the inclusion of specific directives within a robots.txt file. Although this is a common and often effective method, if not approached strategically and without a working knowledge of how the site functions, then URLs can still be discovered (and indexed) by search engine crawlers.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"6-steps-to-optimise-crawl-efficiency\">6 Steps to optimise crawl efficiency\u003C\u002Fh2>\n\n\n\n\u003Cp>If Google has already indexed pages on the site which are blocked via robots.txt then the first course of action is to remove the directives from the robots.txt file and allow these pages to be crawled. Although this sounds contradictory and counterproductive when considering crawl budget, it will allow the necessary steps to be taken in order to improve crawl efficiency long term.\u003C\u002Fp>\n\n\n\n\u003Cp>We recommend the following steps as a general methodology when dealing with low value content and optimising for crawl budget:\u003C\u002Fp>\n\n\n\n\u003Cp>1. Remove existing robots.txt directives (if they exist) to allow parameter pages to be crawled\u003C\u002Fp>\n\n\n\n\u003Cp>2. Review parameter URL patterns and ensure “noindex” meta or x-robots http “noindex” directive is added to any pages which shouldn’t be in the index.\u003C\u002Fp>\n\n\n\n\u003Cp>3. Specify a canonical URL across any relevant parameter pages (for example, when dealing with faceted navigation on product category pages).\u003C\u002Fp>\n\n\n\n\u003Cp>3 Give search engines some time to re-crawl these pages and pick up on the requests and monitor for undesirable pages falling out of the index.\u003C\u002Fp>\n\n\n\n\u003Cp>4. Use the URL parameter handling settings in Google Search Console to instruct Google not to crawl any parameter-based URLs which don’t add value.\u003C\u002Fp>\n\n\n\n\u003Cp>5. Ensure a “nofollow” attribute is placed on any internal links which lead to filter\u002Fparameter based pages – to ensure that search engines can’t discover and crawl these pages via following internal links\u003C\u002Fp>\n\n\n\n\u003Cp>6. As a final measure and once satisfied that correct handling is in place then re-introduce robots.txt directive blocking via a comprehensive and considered list of URL patterns.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"in-conclusion\">In conclusion\u003C\u002Fh2>\n\n\n\n\u003Cp>The subject of crawl budget and optimising for crawl efficiency is one which has been widely documented within the search industry. The examples along with the methodology detailed here are specific to a particular set of challenges in relation to one domain. Each website (and particularly \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Ftechnical-seo-issues-large-websites-resolve\u002F\">larger websites\u003C\u002Fa>) will have its own set of challenges, for which unique or bespoke optimisation techniques may need to be applied. That said, the guidance detailed here outlines some of the steps which can be taken to a) assess if crawl budget is an issue and therefore requires attention b) steps to follow in order to make a website more accessible and efficient for website crawlers.\u003C\u002Fp>\n",false,{"rendered":113,"protected":208},68,8025,"open","standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":215,"_yoast_wpseo_metadesc":216,"inline_featured_image":208,"footnotes":5},"How to Optimise for Search Engine Crawl Efficiency | Impression","The guidance detailed here outlines some of the steps which can be taken to a) assess if crawl budget is an issue and therefore requires attention b) steps to follow in order to make a website more accessible and efficient for website 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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. 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It enables website owners to track a wide range of data regarding web traffic, user behaviour and site performance. In this guide, we run through the basics of Google Analytics, including how it works, how to navigate the interface and how to understand some of the key reports involved.\u003C\u002Fp>\n\u003Cp>\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-should-you-use-google-analytics\">Why should you use Google Analytics?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-does-google-analytics-work\">How does Google Analytics work?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-are-google-analytics-accounts-organised\">How are Google Analytics accounts organised?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-navigate-google-analytics\">How to navigate Google Analytics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#understanding-and-navigating-reports\">Understanding and navigating reports\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#useful-metrics\">Useful metrics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#dimensions-and-metrics\">Dimensions and metrics\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#visualising-google-analytics-reports\">Visualising Google Analytics reports\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#sharing-and-saving-reports\">Sharing and saving reports\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-analytics-dashboards\">Google Analytics dashboards\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#basic-reporting\">Basic reporting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#campaign-conversion-tracking\">Campaign & conversion tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#goals-and-conversions\">Goals and conversions\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\u003C\u002Fp>\n\u003Ch2 id=\"why-should-you-use-google-analytics\">Why should you use Google Analytics?\u003C\u002Fh2>\n\u003Cp>Within marketing exists the concept of a purchase funnel. Within each phase of this funnel are customer interactions which can be typically classified into the following categories;\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>Aquisition\u003C\u002Fstrong> – acquiring interested users and building awareness\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Behaviours\u003C\u002Fstrong> – engaged users who interact with a business\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Conversion\u003C\u002Fstrong> – Users who become customers and transact with a business\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Within digital marketing, tracking and measuring the marketing funnel, often to a very granular level is highly achievable. Compared to the offline world, we are able to capture more data, more easily, and act on this data to make better-informed decisions.\u003C\u002Fp>\n\u003Cp>In addition, digital analytics is versatile and can be used to benefit a wide variety of businesses. Publishers can use digital analytics to cultivate their audience and align advertising with user intent, e-commerce retailers are better able to understand purchasing actions, and lead generation sites are able to effectively capture valuable information and leads, which make up their sales pipeline.\u003C\u002Fp>\n\u003Cp>All of the information captured within Google Analytics is available within various “reports”, which are easily accessible via the user interface. These reports can then be analysed to better understand customers and their journey across a website and ultimately inform strategic marketing decisions.\u003C\u002Fp>\n\u003Ch2 id=\"how-does-google-analytics-work\">How does Google Analytics work?\u003C\u002Fh2>\n\u003Cp>Before tracking website within Google Analytics, you’ll first need to sign up for an account and set your website up property (we’ll cover properties in more detail later). Following this, you’ll then need to install a simple piece of javascript tracking code to every page on your website.\u003C\u002Fp>\n\u003Cp>This code will then collect anonymous data in relation to how a user interacted with your web pages. As mentioned previously, Google Analytics delivers the stored data in the form of reports, and it’s the tracking code’s job to collect and send this information so that it can be processed into these reports.\u003C\u002Fp>\n\u003Cp>The processed data is organised based on pre-existing criteria, for example, whether the user arrived at your site via a mobile or desktop device. However, it’s possible to configure the settings in order to customise your data.\u003C\u002Fp>\n\u003Cp>This can be particularly useful when there’s a need to exclude or segregate data, for example, if you only want to see visitors and their associated behaviour arriving at your site from a particular region. In this example, a filter could be applied to exclude traffic data from regions within which your business does not operate or want to reach.\u003C\u002Fp>\n\u003Ch2 id=\"how-are-google-analytics-accounts-organised\">How are Google Analytics accounts organised?\u003C\u002Fh2>\n\u003Cp>Google Analytics account is set up in a hierarchy, with each account having the potential to have multiple properties. Each property can then also have multiple views. This hierarchy essentially provides the opportunity to manage and organise data effectively where required.\u003C\u002Fp>\n\u003Cp>Below is a summary of each level within the hierarchy;\u003C\u002Fp>\n\u003Cp>Accounts – enable you to organise the way in which data is collected from a number of websites, and is where user permission levels are set.\u003C\u002Fp>\n\u003Cp>Properties – each account have at least one property, using one unique tracking ID contained within the JavaScript tracking code. Each account can contain multiple properties, and this may be useful is there’s a requirement to capture data from both a website and a mobile app (for example)\u003C\u002Fp>\n\u003Cp>Views – each account can have multiple views. These views determine how your report data is represented and can be configured accordingly, using filters. It’s also at view level where Goals can be configured to capture performance information, most commonly leads and associated actions that make up the key performance indicators of your digital marketing efforts.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-navigate-google-analytics\">How to navigate Google Analytics\u003C\u002Fh2>\n\u003Cp>In a situation where you have multiple accounts, properties and views, you can easily navigate through all of these elements, both from the Analytics homepage and from within the interface of an account;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3702 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fgp43x14M-Analytics-7.png?auto=compress%2Cformat&q=90\" alt=\"Analytics Account, Properties & Views\" width=\"1452\" height=\"303\" \u002F>\u003C\u002Fp>\n\u003Cp>The bell icon in the top right-hand corner of the interface contains notifications related to your accounts, properties and views\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3703\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWuhXMJ3o-Analytics-8.png?auto=compress%2Cformat&q=90\" alt=\"GA Notifications \" width=\"167\" height=\"54\" \u002F>\u003C\u002Fp>\n\u003Cp>Clicking this will pull down a menu that enables you to view your notifications\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3704\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FT9F4Rx2l-Analytics-9.png?auto=compress%2Cformat&q=90\" alt=\"GA Notification List\" width=\"398\" height=\"497\" \u002F>\u003C\u002Fp>\n\u003Cp>In the top left-hand corner of any given view is a search feature, which you can use to search and locate desired reports\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3705\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FCrrnr0sn-Analytics-10.png?auto=compress%2Cformat&q=90\" alt=\"GA Report Search \" width=\"243\" height=\"192\" \u002F>\u003C\u002Fp>\n\u003Cp>Use the left-hand menu to navigate and access reports\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3706\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FmM1cdDE5-Analytics-11.png?auto=compress%2Cformat&q=90\" alt=\"GA Report Navigation\" width=\"234\" height=\"431\" \u002F>\u003C\u002Fp>\n\u003Cp>There are several reports available, and now we’ll briefly cover each and the information available within them;\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Real-Time Reports\u003C\u002Fstrong> – as the name suggests, allows you to view active users live on your site and some specific information, such as where they arrived from, which page they are visiting.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Audience Reports\u003C\u002Fstrong> – provide insights into the demographics of your users, where they are located, whether they are a new or returning visitor and how engaged they were with the content of your website.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Aquisition Reports\u003C\u002Fstrong> – details the channel from which your users arrived, such as; “Organic” (unpaid search), “CPC” (“cost per click” or paid search), “Referral” (traffic that comes from another website), “Social” (from a social network).\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Behaviour Reports\u003C\u002Fstrong> – includes specific data related to user engagement, such as the pages they landed on when arriving at your site, they pages they then navigated, and from which page they left your website.\u003C\u002Fp>\n\u003Cp>Conversion Reports – contains information regarding the goals you may have set up to track the performance and success of your digital marketing efforts, such as captured leads and revenue data via e-commerce tracking.\u003C\u002Fp>\n\u003Ch2 id=\"understanding-and-navigating-reports\">Understanding and navigating reports\u003C\u002Fh2>\n\u003Cp>When browsing any given report, there is a date range in the top right-hand cover of the pages. This date range can be modified to view a specific time period for the data within the report and in addition can be then compared against different periods in time, including the previous year, previous period or a custom time-frame.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3707\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FLcI10yRo-Analytics-12.png?auto=compress%2Cformat&q=90\" alt=\"GA Date Range \" width=\"698\" height=\"212\" \u002F>\u003C\u002Fp>\n\u003Cp>At the top of each report, there is an option to segment the data. Segments can be used to view a specific data set and compare metrics.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3708\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FODDJphUX-Analytics-13.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"830\" height=\"514\" \u002F>\u003C\u002Fp>\n\u003Cp>Below the segment picker, various metrics appear, and most prominently, a line graph. This line graph shows the selected data point and the number of users across a specific date range. As mentioned above, the date range can be toggled to expand, reduce and compare historical and comparative data. You can view this data by day, week or month.\u003C\u002Fp>\n\u003Cp>In the example below, I have segmented the data to view organic traffic, on a weekly basis since the 1st of October 2017;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3709\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fche6wuov-Analytics-14.png?auto=compress%2Cformat&q=90\" alt=\"GA Line Graph \" width=\"1605\" height=\"390\" \u002F>\u003C\u002Fp>\n\u003Cp>Analytics also allows you to compare metrics within any given report. In the example below, I can view both my users, vs the average time on site over a specific duration;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3710\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FPjM21SWB-Analytics-15.png?auto=compress%2Cformat&q=90\" alt=\"GA Metrics\" width=\"452\" height=\"289\" \u002F>\u003C\u002Fp>\n\u003Cp>By clicking the small downwards arrow below the line graph, it’s possible to add annotations to report data. This is useful in many scenarios, for example, if you’ve made key modification to your website which you’re expecting to have an impact on your reporting metrics;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3711\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FSdZlZo1k-Analytics-16.png?auto=compress%2Cformat&q=90\" alt=\"GA Annotations \" width=\"1414\" height=\"185\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"useful-metrics\">Useful metrics\u003C\u002Fh2>\n\u003Cp>Below the line graph of the Audience Overview report are several useful metrics, which are summarised below;\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Sessions”\u003C\u002Fstrong> – the total number of sessions for the given date range.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Users”\u003C\u002Fstrong> – the total number of users that visited for the given date range.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“New Users”\u003C\u002Fstrong> – related to the first time visitors to your site – triggered by a unique client id which is created by your tracking code\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Pageviews”\u003C\u002Fstrong> – the total number of times pages that included your Analytics tracking code was displayed to users. This includes repeated viewings of a single page by the same user.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Pages per session”\u003C\u002Fstrong> – the average number of pages viewed during each session. This also includes repeated viewings of a single page.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Average session duration”\u003C\u002Fstrong> – the average length of a session based on users that visited your site in the selected date range.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Bounce rate”\u003C\u002Fstrong> – the percentage of users who left after viewing a single page on your site and taking no additional action.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>New Vs Returning – \u003C\u002Fstrong>And to the right of these metrics is a pie chart which displays the percentage of new vs returning visitors;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3712\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FgrrdikdJ-Analytics-17-1.png?auto=compress%2Cformat&q=90\" alt=\"GA new vs returning \" width=\"302\" height=\"243\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"dimensions-and-metrics\">\u003Cstrong>Dimensions and metrics\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Within each report, the data is made up of both dimensions and metrics. Dimensions are essentially entities, which data can be attributed to, for example, a city, country or language. Metrics, on the other hand, are quantitative measurements, such as sessions.\u003C\u002Fp>\n\u003Cp>Dimensions can be combined with metrics to provide a granular data view within Google Analytics reports. As a basic example, it’s possible to see the number of sessions (metric), derived from people arriving at your site from London (dimension).\u003C\u002Fp>\n\u003Cp>Every dimension and metric has a “scope”, which is either a user-level, session-level, or hit-level scope, and so combining dimensions and metrics is logical when they share the same scope, and therefore not every metric can be combined with a dimension.\u003C\u002Fp>\n\u003Ch2 id=\"visualising-google-analytics-reports\">Visualising Google Analytics reports\u003C\u002Fh2>\n\u003Cp>It’s possible to manipulate the data within your reports so that you’re able to view the data in a variety of ways. By default, the reporting data is displayed in tables, which can be sorted to view ascending and descending data. In addition, you may find it useful at times to filter your data on a more granular level.\u003C\u002Fp>\n\u003Cp>Clicking on the “advanced” button at the top of the table will open the advanced filtering option;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3713\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FvLRnIAbj-Analytics-18.png?auto=compress%2Cformat&q=90\" alt=\"GA Filters \" width=\"1606\" height=\"249\" \u002F>\u003C\u002Fp>\n\u003Cp>In addition to filtering your data, there’s also the option to change the way in which it’s presented. As mentioned above, the default view is a table, however, it’s possible to also visualise data in the following ways\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3714\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fv1F7azw8-Analytics-19.png?auto=compress%2Cformat&q=90\" alt=\"GA Data Visualisation\" width=\"180\" height=\"36\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Pie Chart\u003C\u002Fstrong> – view percentage splits across metrics\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Performance\u003C\u002Fstrong> – Bar graph view for comparing segments\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Comparision\u003C\u002Fstrong> – Bar graph view to show if data entities are performing in line with the site average\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Pivot\u003C\u002Fstrong> – Pivot table for comparing different dimensions and their values\u003C\u002Fp>\n\u003Ch2 id=\"sharing-and-saving-reports\">Sharing and saving reports\u003C\u002Fh2>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3715\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fr1TgRzkY-Analytics-20.png?auto=compress%2Cformat&q=90\" alt=\"GA Sharing Reports \" width=\"256\" height=\"42\" \u002F>\u003C\u002Fp>\n\u003Cp>At the top of every report is a selection of options which allow you to share or save your reports in a number of ways. Reports can be saved with their “current configuration”, and will then appear within the saved reports area which is housed within the customisation overview.\u003C\u002Fp>\n\u003Cp>Reports can also be exported into a variety of formats including CSV’s and PDFs and saved to a desktop, as well as being shared directly with an email inbox.\u003C\u002Fp>\n\u003Ch2 id=\"google-analytics-dashboards\">Google Analytics dashboards\u003C\u002Fh2>\n\u003Cp>Dashboards can be used to share Google Analytics information and may have a variety of applications. The beauty of these dashboards is their flexibility and how easy they are for multiple stakeholders to access and visualise site performance.\u003C\u002Fp>\n\u003Cp>Dashboards can be used to provide overviews of KPI’s in the form of visual widgets, which can then be segmented in the same way as other reports with data available to be compared historically or over time.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3716\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fy7istlQg-Analytics-21.png?auto=compress%2Cformat&q=90\" alt=\"GA Dashboards \" width=\"1128\" height=\"635\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"basic-reporting\">Basic reporting\u003C\u002Fh2>\n\u003Cp>The following section of this guide provides an overview of each reporting area within Google Analytics.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Active User Report\u003C\u002Fstrong> – This report displays the number of users who initiated at least one session on your website in the last day, seven, fourteen and 30 days\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Demographic and Interests Report\u003C\u002Fstrong> –\u003Cstrong> \u003C\u002Fstrong>Before taking advantage of the data within this report, you must first enable the demographics and interests report within the associated Google Analytic property;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3717\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fq7NVgzfZ-Analytics-Lesson-3-Basic-Reporting-Google-Slides.png?auto=compress%2Cformat&q=90\" alt=\"GA Demographics \" width=\"694\" height=\"144\" \u002F>\u003C\u002Fp>\n\u003Cp>This reports can provide a real insight into your websites user base, which in turn can better inform future marketing decisions and ensure that your content is effectively aligned with your target audience. In these reports, you can see information relating to the age and gender of your users, as well as information on their content preferences.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Geographic Report \u003C\u002Fstrong>–\u003Cstrong> \u003C\u002Fstrong>This report provides insight into where your audience is physically located, and how they interact with your site. The data contained in these reports can be helpful if you’re an international business looking to address specific Geographical regions, as it can help shape your content strategy and marketing efforts. It can also help you to identify where you have a large audience yet substandard site performance and address issues accordingly.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Technology and Mobile Report\u003C\u002Fstrong> –\u003Cstrong> \u003C\u002Fstrong>This report enables you to identify on which technologies your users are accessing and consuming your website’s content – for example, the device they are using and which browser.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Acquisition Reports \u003C\u002Fstrong>–\u003Cstrong> \u003C\u002Fstrong>Within this section of Google Analytics, you’re able to identify how users are arriving at your site, including the traffic source, and channel and referral reports.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Traffic Sources \u003C\u002Fstrong>– There are several traffic sources from which data is available – these are;\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>“Organic”\u003C\u002Fstrong> – used to identify traffic that arrived on your site through unpaid search like a non-paid Google Search result.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>“CPC”\u003C\u002Fstrong> – indicates traffic that arrived through a paid search campaign like Google AdWords text ads.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>“Referral” \u003C\u002Fstrong>– is used for traffic that arrived on your site after the user clicked on a website other than a search engine.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>“Email”\u003C\u002Fstrong> – represents traffic that came from an email marketing campaign.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>“(none)”\u003C\u002Fstrong> – is applied to users that come directly to your site by typing your URL directly into a browser.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cstrong>Channel reports – \u003C\u002Fstrong>Traffic sources are grouped into categories, also referred to as channels. The most common are Organic, Paid, Direct, Social Referal and Display. When viewing traffic by channel, it’s also possible to see the source of the traffic and the medium. For example, organic traffic (source) coming from Google (medium).\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Referral Report – \u003C\u002Fstrong>The referral report enables you to see the sites which are linking to your website and which are also passing on traffic.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Behaviour Report – \u003C\u002Fstrong>Drilling further into the behaviour report will allow you to see how users are behaving across your website. Here are some of the reports which you’ll likely find the most valuable;\u003C\u002Fp>\n\u003Cp>\u003Cstrong>All pages – \u003C\u002Fstrong>This report contains the pageviews metric, which allows you to see how frequently each page on your site was viewed, and by default will display the most frequently visited URLs in descending order. Within this report, you can also see how engaged users are with your content via the average time on page and bounce rate metrics.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Content Drilldown – \u003C\u002Fstrong>The content drilldown report groups pages logically based on the structure of your website and is a useful report to access when trying to understand the performance of particular sections of your site in isolation.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Landing Pages – \u003C\u002Fstrong>The landing pages report lists outs where users first arrived at your website. This is a useful report to use on a granular level when looking to improve engagement with specific pages. Identifying pages with a high bounce rate, for example, may indicate that your pages aren’t well aligned with your user’s expectations.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Exit Pages – \u003C\u002Fstrong>As the name suggests, this reports shows you from which pages users left your website. Analysing the report can help you to identify where people are leaving your website, that you may not wish them to.\u003C\u002Fp>\n\u003Ch2 id=\"campaign-conversion-tracking\">Campaign & conversion tracking\u003C\u002Fh2>\n\u003Cp>Google Analytics allows you to track your online marketing efforts, regardless of their form, via the implementation of “campaign tagging”. This may include tracking paid search efforts, the performance of social media advertising campaigns or email marketing activity.\u003C\u002Fp>\n\u003Cp>Campaign tagging essentially involves amending the URLs used within your marketing activity to include tracking parameters which pass data back into Google Analytics.\u003C\u002Fp>\n\u003Cp>Within these custom URL parameters, you can use up to five different campaign tags, which will help you to identify particular information regarding the performance of your campaigns. These are;\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Medium\u003C\u002Fstrong> – How your marketing messages were communicated to the users, for example, “email” or “social”\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Source\u003C\u002Fstrong> – Specifically here the user arrives at your site from within the medium. For example, if the medium is “social”, and you’re running some paid advertising, then the source might be “Facebook” if it’s Facebook Advertising.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Campaign\u003C\u002Fstrong> – Used to identify the name of the marketing campaign itself, ie – “Facebook Advertising Campaign 2018”\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Content\u003C\u002Fstrong> – Typically used when testing different promotions in tandem, by using different content as part of the same campaign.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Term – \u003C\u002Fstrong>This tag is used to identify specific keywords within paid search campaigns, outside of Google. Is you’re advertising on Google, then it’s possible (and recommended) to set up auto-tagging.\u003C\u002Fp>\n\u003Cp>Although the above may sound technical, it can be implemented very easily with the aid of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fga-dev-tools.appspot.com\u002Fcampaign-url-builder\u002F\">Google’s URL Builder\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"goals-and-conversions\">Goals and conversions\u003C\u002Fh2>\n\u003Cp>Setting up Goals within Google Analytics allows you to measure the performance of your website in line with desired and expected user actions, for example, submitting a messaged via a contact form or purchasing a product – basically anything you determine as contributing towards the success of your marketing efforts and business goals. These Goals within Google Analytics are referred to as “conversions”.\u003C\u002Fp>\n\u003Cp>In order to set up a goal, you’ll need to take the following steps;\u003C\u002Fp>\n\u003Cp>Go to the Admin section. Then, under “Views,” click “Goals.”\u003C\u002Fp>\n\u003Cp>Choose one of four Goal types. Each of these types is triggered by a particular user action.\u003C\u002Fp>\n\u003Cp>“Destination” is when a user reaches a specific page on your site such as a thank-you page\u003C\u002Fp>\n\u003Cp>“Duration,” is based on the length of a user’s session\u003C\u002Fp>\n\u003Cp>“Pages or Screens” is based on how many pages a user views in a session\u003C\u002Fp>\n\u003Cp>“Events,” is for tracking specific actions your site\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3718\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FMZXBlMUy-Analytics-22.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"729\" height=\"603\" \u002F>\u003C\u002Fp>\n\u003Cp>Once complete, you then have the option to assign a value to your goals, and this can be useful if you know the monetary value of each conversation, and if each conversion is worth the same value. If your goal requires users following a set conversion path, then you may also want to analyse the effectiveness of this path as part of the overall conversion funnel. Turn to enable both of these settings, then toggle the switches to  “ON” and populate the data as required;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3719\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FxDV6y9NR-Analytics-23.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"698\" height=\"703\" \u002F>\u003C\u002Fp>\n\u003Cp>Hopefully, this guide has provided a good overview of Google Analytics, and how it can be used. If you require any support with Google Analytics, Impression provides \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Ftraining\u002Fanalytics\u002F\">analytics training\u003C\u002Fa>, delivered by Google accredited search marketing strategists.\u003C\u002Fp>\n",{"rendered":125,"protected":208},8142,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":538,"_yoast_wpseo_metadesc":539,"inline_featured_image":208,"footnotes":5},"A Beginners Guide To Google Analytics | Impression Digtial","In this guide, we run through the basics of Google Analytics, including how it works, how to navigate the interface and how to understand some of the key reports 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important that any website, regardless of scale, is set up to be technically excellent. For large websites, this is imperative to achieve desired increases in page indexing and resulting organic visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>What qualifies as a “large website” will undoubtedly vary based on personal opinion, but for the purpose of this post, I’m talking about websites with literally hundreds of thousands, if not millions of unique URLs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-large-websites-present-a-challenge-for-seo\">Why large websites present a challenge for SEO\u003C\u002Fh2>\n\n\n\n\u003Cp>Large-scale websites present challenges for both webmasters and SEOs for a number of reasons;\u003C\u002Fp>\n\n\n\n\u003Cp>First of all, the scale of these sites means that the existence of fundamental technical errors are likely to multiply many times over, increasing the total number of issues a search engine crawler will detect. These issues, over time, may potentially downgrade the overall quality of the site and lead to indexing and visibility issues.\u003C\u002Fp>\n\n\n\n\u003Cp>Secondly, huge websites can present challenges for search engine crawlers as they look to understand the site structure, which pages to crawl and for \u003Cem>\u003Cstrong>how long to spend crawling the site\u003C\u002Fstrong>\u003C\u002Fem>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"crawl-budget\">Crawl Budget\u003C\u002Fh3>\n\n\n\n\u003Cp>The concept briefly described above is widely referred to as crawl budget, which in itself has received various definitions in recent years and Google has also stated that they “don’t have a single term that would describe everything that “crawl budget” stands for.\u003C\u002Fp>\n\n\n\n\u003Cp>At the end of 2016, however, Gary Illyes from Google wrote \u003Ca href=\"https:\u002F\u002Fwebmasters.googleblog.com\u002F2017\u002F01\u002Fwhat-crawl-budget-means-for-googlebot.html\" target=\"_blank\" rel=\"noopener noreferrer\">this post\u003C\u002Fa>, to provide clarity on in relation to crawl budget. In summary, he said;\u003C\u002Fp>\n\n\n\n\u003Cp>“Prioritizing what to crawl, when, and how many resources the server hosting the site can allocate to crawling is more important for bigger sites or those that auto-generate pages based on URL parameters,”\u003C\u002Fp>\n\n\n\n\u003Cp>“Crawl rate limit is designed to help Google not crawl your pages too much and too fast where it hurts your server.”\u003C\u002Fp>\n\n\n\n\u003Cp>“Crawl demand is how much Google wants to crawl your pages. This is based on how popular your pages are and how stale the content is in the Google index.”\u003C\u002Fp>\n\n\n\n\u003Cp>Crawl budget is “taking crawl rate and crawl demand together.” Google defines crawl budget as “the number of URLs Googlebot can and wants to crawl.”\u003C\u002Fp>\n\n\n\n\u003Cp>With large websites, we need to give the search engines crawler the best experience possible, reduce confusion around which pages to crawl, and ultimately make the whole crawling process as efficient as possible.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"identifying-technical-seo-issues-with-large-websites\">Identifying technical SEO issues with large websites\u003C\u002Fh2>\n\n\n\n\u003Cp>In order to identify and analyse the issues, you’ll need access to a few things, the first one being Google Search Console. There are various sections within GSC which will become your best friend when analysing technical SEO performance, namely the index and crawl areas of the interface.\u003C\u002Fp>\n\n\n\n\u003Cp>In addition, I’d highly recommend using an enterprise web crawler which you can set to crawl your website and as result then analyse your site’s architecture and understand and monitor technical issues, to improve your SEO performance.\u003C\u002Fp>\n\n\n\n\u003Cp>Here at Impression, our tool of choice is \u003Ca href=\"https:\u002F\u002Fwww.deepcrawl.com\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">DeepCrawl\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Finally, although there’s no substitute for experience, it’s vital to continuously refer to Google’s own \u003Ca href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F35769?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Webmaster Guidelines\u003C\u002Fa> to ensure and sense check any proposed fixes.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"common-technical-seo-issues-with-large-websites\">Common technical SEO issues with large websites\u003C\u002Fh2>\n\n\n\n\u003Cp>With all of the above in mind, I’d like to share some of the common errors, based on experience, which I’ve encountered when auditing and addressing technical SEO issues on large websites.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"sitemap-errors-and-warnings\">Sitemap errors and warnings\u003C\u002Fh3>\n\n\n\n\u003Cp>If your objective is for Google to crawl every important page on your website, then you need to give those pages the best chance of being discovered.\u003C\u002Fp>\n\n\n\n\u003Cp>Ensuring that your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fxml-sitemaps\u002F\">XML sitemap\u003C\u002Fa> is accurate and up to date is key, and you will also need to ensure that the build of the sitemap itself is configured correctly.\u003C\u002Fp>\n\n\n\n\u003Cp>If it isn’t, then Googlebot will likely encounter errors, and as a result, will be unable to crawl your referenced pages.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"poor-page-speed-and-server-response-times\">Poor page speed and server response times\u003C\u002Fh3>\n\n\n\n\u003Cp>Ensuring that your website is accessible has always been best practice, but over recent years, page load speed and site stability have become core considerations for Google when considering the quality of a website.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"435\" height=\"258\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FZzllCESC-Website-speed-test-1.png?auto=compress%2Cformat&q=90\" alt=\"Website speed test \" class=\"wp-image-3637\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>If your site’s pages load slowly, then search engine crawlers will also share that experience. An even worse case scenario is when crawlers are simply unable to connect to the server to crawl URLs in the first place, either because the server is too slow to respond, or because the site is blocking Google. As a result, Google is forced to abandon the request.\u003C\u002Fp>\n\n\n\n\u003Cp>Specific errors you might see include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Connect timeout\u003C\u002Fli>\n\n\n\n\u003Cli>Connect failed\u003C\u002Fli>\n\n\n\n\u003Cli>Connection refused\u003C\u002Fli>\n\n\n\n\u003Cli>No response\u003C\u002Fli>\n\n\n\n\u003Cli>Truncated response\u003C\u002Fli>\n\n\n\n\u003Cli>Connection reset\u003C\u002Fli>\n\n\n\n\u003Cli>Truncated headers\u003C\u002Fli>\n\n\n\n\u003Cli>Timeout\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Ensure you are closely monitoring your server logs, server connectivity errors within the crawl errors report of Search Console and address these accordingly.\u003C\u002Fp>\n\n\n\n\u003Cp>Also use the many page speed tools out there such as \u003Ca href=\"https:\u002F\u002Fdevelopers.google.com\u002Fspeed\u002Fpagespeed\u002Finsights\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Google Page Speed Insights\u003C\u002Fa>, \u003Ca href=\"https:\u002F\u002Ftools.pingdom.com\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Pingdom Website Speed Test\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fwww.webpagetest.org\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Web Page Test\u003C\u002Fa> to identify any opportunities for site speed optimisation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"soft-404-errors\">Soft 404 Errors\u003C\u002Fh3>\n\n\n\n\u003Cp>Another common occurrence I discover when auditing large scale sites is the existence of “soft 404 errors”. These are essentially pages on the site which no longer exist, yet don’t return the correct 404 header status code.\u003C\u002Fp>\n\n\n\n\u003Cp>More often than not, these pages are 302 (temporarily) redirected to a final location URL which then eventually returns a 200 OK status code.\u003C\u002Fp>\n\n\n\n\u003Cp>Another common mistake many webmasters make is to display a 404 page, yet not return the appropriate header status code for removed pages.\u003C\u002Fp>\n\n\n\n\u003Cp>According to Google, “this is a problem because search engines might spend much of their time crawling and indexing non-existent, often duplicate URLs on your site. As a result, the unique URLs which you are wishing to be discovered may not be crawled as frequently as your crawl coverage is limited due to the time Googlebot will spend crawling non-existent URLs.”\u003C\u002Fp>\n\n\n\n\u003Cp>Google recommends that you configure your server to always return either a 404 (not found) or a 410 (gone) response code in response to a request for a non-existent page.\u003C\u002Fp>\n\n\n\n\u003Cp>Ensuring your 404 page is a helpful and engaging will help direct users back to your sites valuable pages effectively.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"hard-404-errors\">Hard 404 errors\u003C\u002Fh3>\n\n\n\n\u003Cp>A common misconception is that simply by having 404 errors exist, your sites rankings may suffer. Problems can arise, however, when valuable pages are moved to a new URLs and not redirected correctly using 301 redirects.\u003C\u002Fp>\n\n\n\n\u003Cp>There are many instances where there’s solid justification for a page to return a 404 not found status code – namely if the page has been removed as it’s simply no longer required – an occurrence which is certainly much more natural and common on large-scale websites where content frequently updates to reflect database or inventory changes.\u003C\u002Fp>\n\n\n\n\u003Cp>404 status codes should always be monitored and essentially you will need to decide if 404’s are worth fixing. I’d suggest prioritising your 404 errors and fix the ones that need to be fixed. Any URLs which don’t require redirecting will simply drop out of Google indexed as they are discovered.\u003C\u002Fp>\n\n\n\n\u003Cp>Use Google Analytics to establish if any of the listed URLs receive valuable traffic, and also use a backlink analysis tool such as \u003Ca href=\"https:\u002F\u002Fahrefs.com\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">ahrefs\u003C\u002Fa> to check if there are any important backlink pointing to the broken URLs – you’ll then be better informed with regards to applying any 301 redirects converse the traffic and link equity passed into to your domain from these URLs.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"duplicate-content\">Duplicate content\u003C\u002Fh2>\n\n\n\n\u003Cp>Big website = big chance of duplicate content issues.\u003C\u002Fp>\n\n\n\n\u003Cp>The nature of the content duplication typically falls into two core categories;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Issues with the technical build of the site\u003C\u002Fli>\n\n\n\n\u003Cli>The physical content on the pages in question.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In both cases, duplicate content can often be handled by the implementation of a canonicalisation strategy, and you’d be surprised at just how many large, well-established websites are not making use of the canonical tag (rel canonical) to help manage duplicate content errors.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"lack-of-canonicalisation\">Lack of Canonicalisation\u003C\u002Fh3>\n\n\n\n\u003Cp>A canonical tag (aka “rel canonical”) is a method of notifying search engine crawlers that a specific URL represents the master copy of a page, and is helpful where there may be confusion for search engines caused by duplicate or similar URLs.\u003C\u002Fp>\n\n\n\n\u003Cp>The first major issue which I’ve encountered is that some sites have no canonical tags in place at all.\u003C\u002Fp>\n\n\n\n\u003Cp>Each unique page on the site which you are wishing to be indexed should include a self-referencing canonical URL. This will help the search engines to understand that a page is unique if there are similar looking pages across the site.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"611\" height=\"95\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FpnnBBCCj-configuring-canonical-tags-magento.png?auto=compress%2Cformat&q=90\" alt=\"How to configure canonical tags in Magento\" class=\"wp-image-2888\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Of course, you should strive to make each page on this site unique and avoid thin content, but in some instances, it can be difficult when dealing with sites operating on a huge scale.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"url-structures-subdomains-and-protocols\">URL structures, subdomains and protocols\u003C\u002Fh3>\n\n\n\n\u003Cp>An issue which can often go undetected, yet cause significant duplicate content issues, is URL structures which load both with and without trailing slashes (and sometimes underscores in the URL structure), with each version returning a 200 OK header status code.\u003C\u002Fp>\n\n\n\n\u003Cp>If this is happening, then each URL will be treated as unique URL – throw in subdomains and http protocols which are incorrectly configured (www vs non-www & http vs https) and 1 URL can lead to 5 or 6 duplicates in existence.\u003C\u002Fp>\n\n\n\n\u003Cp>To avoid duplicate content issues of this nature;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Ensure that http 301 redirects to https\u003C\u002Fli>\n\n\n\n\u003Cli>Choose either the www or non-www version of your site as your primary version and set this in Google Search Console, as well as ensuring that one 301 redirects to the other.\u003C\u002Fli>\n\n\n\n\u003Cli>Have URLs available to load both with or without trailing slashes, but again ensure one 301 redirects to the other\u003C\u002Fli>\n\n\n\n\u003Cli>Ensure that your canonical URLs reference the single correct URL version\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"faceted-navigation-filters-and-internal-search\">Faceted navigation, filters and internal search\u003C\u002Fh3>\n\n\n\n\u003Cp>Canonical URLs will help to iron out duplicate content issues when one page is available\u002Faccessible within multiple subfolders.\u003C\u002Fp>\n\n\n\n\u003Cp>This occurs naturally when a product or service fits into more than one category, but if there’s no canonical (primary URL) set then the search engines will see multiple duplicate pages and be unsure which page to include in their index.\u003C\u002Fp>\n\n\n\n\u003Cp>This issue can also occur when large websites use a faceted navigation to allow users to locate products. The image below is taken from a product category page on our client, \u003Ca href=\"https:\u002F\u002Fwww.hidepark.co.uk\u002F!\u002Fmens\u002Fmens-leather-jackets\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Hidepark Leather’s website\u003C\u002Fa>, and as you can see, there are many ways in which users can sort the products within the category, including multiple permutations and therefore the possibility for thousands of unique URLs to be generated. Depending on the scale of the site and the ways in which products can be sorted and viewed, failure to handle faceted navigation can lead to duplication issues on an enormous scale.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"339\" height=\"573\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F9QfrJvDg-Men-s-Leather-Jackets-Genuine-Black-Brown-Leather-Jackets-For-Men.png?auto=compress%2Cformat&q=90\" alt=\"faceted navigation\" class=\"wp-image-3638\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Not only that, but search engines will also spend time crawling the filtered URLs, which is a huge drain on crawl budget. This may lead to less valuable pages being crawled, whilst the pages you’re wanting to be indexed, remain undiscovered.\u003C\u002Fp>\n\n\n\n\u003Cp>There are multiple options for handling duplicate content issues of this nature, covered in depth in this post over at \u003Ca href=\"https:\u002F\u002Fmoz.com\u002Fblog\u002Flarge-site-seo-basics-faceted-navigation\" target=\"_blank\" rel=\"noopener noreferrer\">Moz\u003C\u002Fa>, but to summarise, the most common are (and sometimes a combination of);\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Noindex, follow for faceted URLs\u003C\u002Fli>\n\n\n\n\u003Cli>Canonicalisation of faceted URLs back to the primary category page\u003C\u002Fli>\n\n\n\n\u003Cli>Blocking the crawling of these URLs within the robots.txt file to conserve crawl budget\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Further crawl waste can be minimised by properly managing your internal site search results pages. Googlebot may try throwing random keywords into your site search – meaning you’ll end up with random indexed pages.\u003C\u002Fp>\n\n\n\n\u003Cp>Generally speaking, my own approach to the above issues, although maybe be considered slightly hardline, is to block sorting parameters in the robots.txt by identifying all of the patterns and parameters within the sorted URLs.\u003C\u002Fp>\n\n\n\n\u003Cp>If these pages offer no value to search engines, then I really don’t want to waste their time by allowing them to be crawled.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"502\" height=\"190\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FXsbF55sR-robots-txt.png?auto=compress%2Cformat&q=90\" alt=\"robots txt\" class=\"wp-image-3639\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"paginated-content\">Paginated content\u003C\u002Fh3>\n\n\n\n\u003Cp>Pagination is common on large scale sites and occurs when content spans over numbers pages as part of categorised series.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"763\" height=\"111\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FBJNIwAZ8-EMIS-Company-Profiles-Emerging-markets.png?auto=compress%2Cformat&q=90\" alt=\"pagination \" class=\"wp-image-3640\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>At scale, pagination can cause technical SEO issues if not handled correctly; including crawler limitations (as they will likely spend time crawling and trying to index all pages in the series) and duplicate content issues, with meta titles\u002Fdescriptions, thin\u002Fsimilar content often the main offender.\u003C\u002Fp>\n\n\n\n\u003Cp>Once again, there are multiple options for handling paginated content, each with different pros and cons and various levels of complexity regarding implementation.\u003C\u002Fp>\n\n\n\n\u003Cp>For optimising crawl efficiency, where possible, I always recommend implementing Rel=”Prev”\u002F”next” to indicate the relationship between component URLs.\u003C\u002Fp>\n\n\n\n\u003Cp>This markup provides a strong hint to Google that you would like them to treat these pages as a logical sequence, thus consolidating their linking properties and usually sending searchers to the first page.\u003C\u002Fp>\n\n\n\n\u003Cp>Example:\u003C\u002Fp>\n\n\n\n\u003Cp>Page 1:\u003Cbr><link rel=”next” href=”www.site.com\u002Fpage2.html”>\u003C\u002Fp>\n\n\n\n\u003Cp>Page 2:\u003Cbr><link rel=”prev” href=”www.site.com\u002Fpage1.html”>\u003Cbr><link rel=”next” href=”www.site.com\u002Fpage3.html”>\u003C\u002Fp>\n\n\n\n\u003Cp>It is also recommended that each page within the paginated series specifies a self referencing canonical URL element.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"in-conclusion\">In conclusion\u003C\u002Fh2>\n\n\n\n\u003Cp>The above issues are by no means an exhaustive list. I could produce a tonne of content around the weird and wonderful things I’ve witnessed and had to try and resolve when conducting \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">technical SEO audits\u003C\u002Fa> and indeed some of the issues above could be expanded upon and covered in greater depth (stay tuned).\u003C\u002Fp>\n\n\n\n\u003Cp>That said, these are the most common issues I tend to encounter, particularly when auditing large websites, and hopefully, the advice offered sets you on the right path to fixing any issues you’re experiencing with your websites.\u003C\u002Fp>\n\n\n\n\u003Cp>Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fenterprise-seo\u002F\">enterprise SEO services\u003C\u002Fa> are designed to address the common pitfalls and technical SEO issues that large websites make. Learn more about our full range of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">speak to our team today\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":137,"protected":208},8156,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":736,"_yoast_wpseo_metadesc":737,"inline_featured_image":208,"footnotes":5},"Technical SEO Issues for Large Websites (& How to Resolve Them)","It’s important that any website, regardless of scale, is set up to be technically excellent. For large websites, this is imperative to achieve desired increases in page indexing and resulting organic visibility.",[384],[],[221],[742,111,224,225,226,227,228,743],"post-3636","category-seo",[],[],[747,748,749,750],{"path":181,"name":182},{"path":235,"name":236},{"path":145,"name":18},{"path":190,"name":751},"Common Technical SEO Issues for Large Websites & How to Resolve 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no secret that inbound links are a factor which contributes significantly to high organic rankings in Google, however, this hasn’t always strictly been the case within the field of local SEO.\u003C\u002Fp>\n\u003Cp>Historically, local businesses have been able to achieve good organic visibility purely through locally targeted content, citations and a well optimised Google My Business listing.\u003C\u002Fp>\n\u003Cp>The reliance on these signals has shifted, and significantly in July 2014, Google released an algorithm update in order to improve the relevancy and accuracy of local search results. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fpigeon-search-engine-lands-name-new-google-local-search-update-197932\">This update was named “Pigeon”\u003C\u002Fa> by search thought leaders, Search Engine Land, and at its core, Pigeon uses signals which are intrinsically related to traditional ranking signals, one of which being inbound links.\u003C\u002Fp>\n\u003Cp>Following the rollout of Pigeon, the shift in focus for those looking to rank the websites of locally focused business is clear to see.\u003C\u002Fp>\n\u003Cp>In fact, in \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmoz.com\u002Flocal-search-ranking-factors\">Moz’s 2017 Local Ranking Factors Survey\u003C\u002Fa>, link-based metrics rank 2nd and 1st for Local Pack\u002FFinder Ranking Factors and Localised Organic Ranking Factors respectively, with an overall increase of +16.73% on link based signals as a ranking factor since the 2015 survey;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3533 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FFNamuoFc-Local-Search-Ranking-Factors-Study-2017-Local-SEO-Moz-Moz.png?auto=compress%2Cformat&q=90\" alt=\"Local Search Ranking Factors Study 2017 Local SEO Moz\" width=\"879\" height=\"625\" \u002F>\u003C\u002Fp>\n\u003Cp>Dan Leibson of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.localseoguide.com\u002F\">Local SEO Guide\u003C\u002Fa>, who contributed to the report highlights how although earlier ranking signals still appear to be making an impact, it’s link building which is really gaining results in local search;\u003C\u002Fp>\n\u003Cp>\u003Cem>“I’m still amazed that having your keywords in your business’ name has such a drastic impact on how you rank. To me, it shows that there is still a part of the local ranking \u003C\u002Fem>algo\u003Cem> that is very “immature” and based on their very early local ranking technology. Other than that, link building continues to be the name of the game in terms of what I’m seeing move the needle for local businesses.”\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>Here at Impression, we’re also focussing heavily on acquiring links for our locally focussed clients as part of our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Flocal-seo\u002F\">local SEO strategies\u003C\u002Fa>. Specifically links from other local sources. We’ve seen that even a small amount of trusted, locally focussed links can make a big difference to organic positioning – and with relevant links, our clients also receive the benefit of valuable referral traffic.\u003C\u002Fp>\n\u003Ch2 id=\"local-link-building-opportunities\">Local Link Building Opportunities\u003C\u002Fh2>\n\u003Cp>With a well-rounded strategy, acquiring local links doesn’t have to be hard work. Below, I’ve compiled a list of techniques which can be leveraged in order to build domain authority and boost local rankings.\u003C\u002Fp>\n\u003Ch2 id=\"leverage-real-life-relationships\">Leverage real-life relationships\u003C\u002Fh2>\n\u003Cp>Believe it or not, one of the easiest ways to obtain a link back to your website is by simply asking people you know personally to do so. Given the fact that the real-life relationships are already there, the chances of success are high.\u003C\u002Fp>\n\u003Cp>Of course, you’ll need to find a way to make this happen logistically on their site, but this could work by providing a testimonial to anyone who has provided your business with a service, and by checking to see if their sites contain resources or partners pages.\u003C\u002Fp>\n\u003Cp>The most important part is asking.\u003C\u002Fp>\n\u003Ch2 id=\"local-business-events\">Local business events\u003C\u002Fh2>\n\u003Cp>Many local businesses host or participate in local events. This in itself is a perfect opportunity to gain some online visibility and generate some locally relevant inbound links.\u003C\u002Fp>\n\u003Cp>Obviously, I wouldn’t recommend running an event purely to generate links, but if you’re running events, then make sure they are well promoted to the local press and industry-specific online community. Doing so will often result in links back to your site naturally.\u003C\u002Fp>\n\u003Cp>For example, Impression participated in an event hosted by Nottingham Trent University at which we offered strategic marketing support to local businesses. The event was published on the university’s website, with several links back to our domain;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3534 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FjWgRxrit-Strategic-Marketing-with-Impression-Digital-Nottingham-Trent-University.png?auto=compress%2Cformat&q=90\" alt=\"Strategic Marketing with Impression Digital Nottingham Trent University\" width=\"946\" height=\"329\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"event-sponsorship\">Event sponsorship\u003C\u002Fh2>\n\u003Cp>Sponsoring events, particularly if they are of a high profile and industry-specific, brings many benefits; increased brand visibility\u002Fawareness, web traffic and potential leads. If the event is established, it will have its own website which will link to your businesses website.\u003C\u002Fp>\n\u003Cp>At Impression, we’ve sponsored several events, including leading search industry conference, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.brightonseo.com\u002F\">Brighton SEO\u003C\u002Fa> and the local search marketing event, Ecommercial Conference – both resulting in a links back to our site from well trusted, industry relevant and in the latter case, locally relevant sites.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3535 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F1uQza9Hc-BrightonSEO-Sponsors-BrightonSEO-Conference.png?auto=compress%2Cformat&q=90\" alt=\"BrightonSEO Sponsors BrightonSEO Conference\" width=\"1101\" height=\"280\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"local-education\">Local education\u003C\u002Fh2>\n\u003Cp>As a business, we engage with local schools, colleges and universities for many reasons including \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-impact\u002F\">CSR\u003C\u002Fa> activity and graduate recruitment.\u003C\u002Fp>\n\u003Cp>As a positive side effect, we’ve managed to gain online visibility. Our activity with these educational institutes is often covered on their websites, resulting in links back to our site.\u003C\u002Fp>\n\u003Cp>As a local business, consider if it’s possible to work closely with local schools and universities. In our own case, one of our Founders, Aaron enrolled in a growth programme facilitated by Nottingham University. This resulted in both coverage and extremely trusted links from the University’s website;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3536 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FWtFVi7lu-Growth-100-case-study-Impression-Digital-The-University-of-Nottingham.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1010\" height=\"493\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"digital-pr\">Digital PR\u003C\u002Fh2>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> is about getting your voice heard online. In practical terms, a combination of press release distribution and opportunity sourcing can lead to increased exposure for your business, and often links back to your website. In order for Digital PR to work well then you’ll need good stories and newsworthy content. This could be things such as business wins and successes, staff promotions and CSR events.\u003C\u002Fp>\n\u003Cp>Targetting the local press with your newsworthy content is a great way to get local visibility and generate local links.\u003C\u002Fp>\n\u003Cp>As a business, we’ve built good connections with the creative industry press in the Nottingham area, meaning they are happy to share our news and celebrate our successes.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3537 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FHUTAw8G8-Nottinghams-Impression-named-in-UK-top-3-UK-digital-agencies-Nottingham-Partners.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1037\" height=\"708\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"local-citations\">Local citations\u003C\u002Fh2>\n\u003Cp>Although there’s an overall shift of focus from more “traditional” Local SEO techniques, building local citations shouldn’t be overlooked.\u003C\u002Fp>\n\u003Cp>A citation doesn’t need to contain a link back to your website in order for it to be valuable, however many trusted and authoritative business directories provide that option, with the links, often “followed”.\u003C\u002Fp>\n\u003Cp>Undertake a citation campaign, ensuring you list your business on the most trusted of sites and include a link where possible – our tool of choice for this exercise is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.brightlocal.com\u002F\">Bright Local\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3538 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FgEFeKS6k-Impression-Digital-Marketing-26-30-Stoney-Street-Nottingham-Phone-Number-Yelp.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1015\" height=\"511\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"resource-pages-and-useful-assets\">Resource pages and useful assets\u003C\u002Fh2>\n\u003Cp>This technique fits within the wider concept of creating useful assets on your website that has a chance of attracting links naturally. If done well, local businesses can create resources within their niche which the local community and related industries may find useful.\u003C\u002Fp>\n\u003Cp>This can work particularly well if your business has any specific data on the local area that can be published on your site.\u003C\u002Fp>\n\u003Ch2 id=\"recruitment-opportunities\">Recruitment opportunities\u003C\u002Fh2>\n\u003Cp>If your business is recruiting and has a jobs page on the site, then promoting these openings can be a potential quick win for local link building. You’ll likely be aware of the main national job posting sites, but there are likely to be more locally focused sites who may also post your job openings – a quick Google search should uncover the best ones.\u003C\u002Fp>\n\u003Cp>As mentioned previously, graduate recruitment often provides a good angle with universities often happy to post openings and lists to specific recruitment pages. The more comprehensive you can make your offering, the higher chance of universities featuring your jobs.\u003C\u002Fp>\n\u003Cp>Here at Impression, we actively \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Fvacancies\u002F\">recruit digital marketing graduates\u003C\u002Fa> and have developed a dedicated area of the site to cater for this activity. As a result, local universities are happy to engage with us, share our content and ultimately link out to our job listings.\u003C\u002Fp>\n\u003Ch2 id=\"to-summarise\">To summarise\u003C\u002Fh2>\n\u003Cp>Hopefully, this list provides you with a good starting point in order to get started with local link building. Although some manual techniques such as citation building can be leveraged, the best results are often obtained when businesses actively engage with the local community and capitalise on their “real-life” business efforts, by ensuring that digital opportunities are followed up on as a matter of course.\u003C\u002Fp>\n\u003Cp>Feel free to let us know of any ways that you’ve managed to gain links for your local business in the comments below!\u003C\u002Fp>\n",{"rendered":148,"protected":208},{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":147,"_yoast_wpseo_metadesc":928,"inline_featured_image":208,"footnotes":5},"With a well-rounded strategy, acquiring local links doesn't have to be hard work. I've compiled a list of techniques which can be leveraged in order to build domain authority and boost local 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og\u002Fgoogle-business-page-optimisation\u002F","google-business-page-optimisation",{"rendered":155},{"rendered":1094,"protected":208},"\u003Cp>Google My Business remains a mainstay component of any local search strategy. In this post, I’ll run through what a well optimised Google My Business listing looks like.\u003C\u002Fp>\n\u003Cp>Listings are really simple to create and can be managed via a range of tools. That said, it’s easy for essential elements to be overlooked when completing a Google My Business listing. Just like a website, Google My Business listings can and should be optimised in order to maximise visibility within Google Search and Maps.\u003C\u002Fp>\n\u003Cp>Google My Business also powers the local knowledge panel, and should be crafted carefully in order engage effectively with customers and represent a business in the most positive manner;\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3484 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fq65r6Rgt-Screen-Shot-2017-11-30-at-12.06.22.png?auto=compress%2Cformat&q=90\" alt=\"Impression local knowledge panel\" width=\"517\" height=\"684\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"verification\">Verification\u003C\u002Fh2>\n\u003Cp>In order to begin managing business information, Google My Business listings must be verified. Verification ensures that your business information is as accurate as possible and that only owners or managers of the listing have access to it.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3485 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FXQsNNziP-Components-of-a-Well-Optimised-Google-My-Business-Page.png?auto=compress%2Cformat&q=90\" alt=\"Components of a Well Optimised Google My Business Page\" width=\"716\" height=\"239\" \u002F>\u003C\u002Fp>\n\u003Cp>There are several ways to verify a listing, with the most common being via postcard.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3486 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FlyavLdOT-Verify-your-business.png?auto=compress%2Cformat&q=90\" alt=\"Verify your business\" width=\"422\" height=\"204\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"profile-completeness\">Profile completeness\u003C\u002Fh2>\n\u003Cp>Once logged into the Google My Business dashboard, there’s a handy walkthrough guide and a progress bar to help ensure that all elements of the listing are populated. Here’s where it’s important not to be complacent.\u003C\u002Fp>\n\u003Cp>Building a successful listing involves ensuring 100% completeness.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3487 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FbpL6BWPx-Sean-s-Hugely-Successful-Business-Dashboard-2.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"885\" height=\"60\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"business-information\">Business information\u003C\u002Fh2>\n\u003Cp>Ensure that an accurate and update business address is added to the profile, keeping the business name, address and phone number (NAP) consistent with existing online citations.\u003C\u002Fp>\n\u003Cp>Add opening hours along with a telephone number (using the local area code if possible), and add a link to the businesses website.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3488 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0v6r152R-Business-details.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"389\" height=\"509\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"categorisation\">Categorisation\u003C\u002Fh2>\n\u003Cp>Categories play an essential role in describing a business to the people searching for associated services. For example, here at Impression, we’ve opted to add the business in to the “internet marketing services” category, however, we still appear highly visible for the term “digital marketing agency”, amongst many others.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3489 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FJ62jv471-digital-marketing-agency-nottingham-Google-Search.png?auto=compress%2Cformat&q=90\" alt=\"digital marketing agency nottingham Google Search\" width=\"632\" height=\"524\" \u002F>\u003C\u002Fp>\n\u003Cp>We’ve opted to use internet marketing service as the primary category as this best describes the business as a whole based on the options available (there isn’t a category for digital marketing). It isn’t possible to create categories, they are predefined.\u003C\u002Fp>\n\u003Cp>If there isn’t a highly specific category available, opt for the closest available category and one which most accurately describes your business.\u003C\u002Fp>\n\u003Cp>Be specific when choosing a category. The primary category is the most important – only use additional categories when there is a viable reason.\u003C\u002Fp>\n\u003Ch2 id=\"brand-appearance\">\u003Cstrong>Brand appearance \u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Ensuring accurate business information will provide a listing with the best chance of being discovered, but imagery and photos should also be added to the profile.\u003C\u002Fp>\n\u003Cp>This not only helps to take the listing completeness up to 100% but also, and importantly, ensures that the business is represented well. Moreover, a media-rich listing is more engaging and will generate greater engagement from users.\u003C\u002Fp>\n\u003Cp>Google My Business categorises photos in 5 core ways;\u003C\u002Fp>\n\u003Cp>\u003Cem>\u003Cstrong>Interior\u003C\u002Fstrong>\u003C\u002Fem> – Post photos of the inside of your location so customers know what to expect\u003C\u002Fp>\n\u003Cp>\u003Cem>\u003Cstrong>Exterior\u003C\u002Fstrong>\u003C\u002Fem> – Post photos of the outside of your location so customers can find you\u003C\u002Fp>\n\u003Cp>\u003Cem>\u003Cstrong>At work\u003C\u002Fstrong>\u003C\u002Fem> – Post photos of your team at work, doing what they do best\u003C\u002Fp>\n\u003Cp>\u003Cem>\u003Cstrong>Team\u003C\u002Fstrong>\u003C\u002Fem> – Post photos so customers can discover more about your business\u003C\u002Fp>\n\u003Cp>\u003Cem>\u003Cstrong>Identity\u003C\u002Fstrong>\u003C\u002Fem> -Your cover photo should showcase the personality of your business. It is your preferred photo to be shown on your listing in Search and Maps.\u003C\u002Fp>\n\u003Cp>Photography can make a big impact on brand perception, so be sure to use photos and imagery which show the business in the best possible light.\u003C\u002Fp>\n\u003Ch2 id=\"reviews-on-google\">Reviews on Google\u003C\u002Fh2>\n\u003Cp>Google My Business provides customers with the ability to leave reviews which will appear alongside the listing in both Google Search & Maps. These reviews can help a business to stand out and guide potential new customers in their purchase decisions.\u003C\u002Fp>\n\u003Cp>Some reviews are likely to occur organically, but in order to obtain reviews in volume, businesses encourage customers to leave them. The process of leaving a review is quick and easy, with it possible to submit reviews from any device.\u003C\u002Fp>\n\u003Cp>It’s important to also respond to reviews, and not just the negative ones. Respond to positive reviews to let your customers know that you appreciate their custom and feedback.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3490 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FbIvENoAB-Screen-Shot-2017-11-30-at-12.16.25.png?auto=compress%2Cformat&q=90\" alt=\"Impression google reviews \" width=\"807\" height=\"645\" \u002F>\u003C\u002Fp>\n\u003Cp>Reviews will only appear for verified listings, so once again ensure verification from the outset.\u003C\u002Fp>\n\u003Cp>If you’ve experienced any issues with your Google My Business listing or would like any support marketing your local business online, then feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":156,"protected":208},8186,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":155,"_yoast_wpseo_metadesc":1098,"inline_featured_image":208,"footnotes":5},"Google My Business remains a mainstay component of any local search strategy. 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“out of the box” installation of Google Analytics provides a fantastic base from which to monitor website performance. However, there are a number of small yet effective configurations which can be applied to an account in order to make more sense of the data and generally use the platform to greater effect.\u003C\u002Fp>\n\u003Cp>Google Analytics is an extremely powerful tool, capable of some pretty amazing things. Some configurations can rely on development resource and heightened analytical knowledge (\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fusing-google-analytics-measurement-protocol-improve-data-quality\u002F\">see here\u003C\u002Fa>), but yet there are several sneaky little features which are commonly overlooked.\u003C\u002Fp>\n\u003Cp>In this post, I’ll highlight a few of the features and settings which I regularly see untouched when auditing Google Analytics accounts – and which you should consider utilising if you want to get better insights from your own data.\u003C\u002Fp>\n\u003Ch2 id=\"account-organisation\">Account organisation\u003C\u002Fh2>\n\u003Cp>Within each Google Account, there are \u003Cem>properties\u003C\u002Fem> and there are \u003Cem>views\u003C\u002Fem>.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>A property is each website, mobile app or device from which data is collected\u003C\u002Fli>\n\u003Cli>A view is the “access point” for specific data within each property\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>All too often, we encounter properties within Analytics with just one view in place, and although this isn’t necessarily a bad thing, businesses could be using views more effectively in order to make better sense of their data.\u003C\u002Fp>\n\u003Cp>For example, within a property you might have:\u003C\u002Fp>\n\u003Cp>one view of all the data for www.example.com\u003Cbr \u002F>\none view of only AdWords traffic to www.example.com\u003Cbr \u002F>\none view of only traffic to a subdomain like www.blog.example.com\u003C\u002Fp>\n\u003Cp>Google recommends you should retain one “unfiltered” view to contain all property data, and we recommend splitting your data out by views in order to conduct analysis on a more granular level.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Key benefit:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Segment data in order to develop a better understanding\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15333 size-full\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FAnalytics.png\" alt=\"Example of Analytics Views \" width=\"756\" height=\"471\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"filters\">Filters\u003C\u002Fh2>\n\u003Cp>Within each view, filters can be applied to further modify analytics data. Perhaps the most common use of filters is to exclude internal traffic (i.e. traffic coming from within your own business) in order improve visitor data quality; although time and time again we encounter views where this filter isn’t in place.\u003C\u002Fp>\n\u003Cp>There are many other uses for filters, with Google Analytics including a range of pre-defined filters, as well as providing the option to set up advanced, custom filters.\u003C\u002Fp>\n\u003Cp>Common uses include using filters to report on activity in specific directories and to track subdomains in separate views with more advanced filtering – often used to limit the amount of referral spam traffic reported within a view.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-33680 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002FAnalytics-1.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1198\" height=\"282\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Key benefit:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Exclude traffic to obtain a clearer picture of the data which really matters\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"excluding-all-known-bots-and-spiders\">Excluding all known bots and spiders\u003C\u002Fh2>\n\u003Cp>Bots and spiders are essentially automated computer programs, not humans, that are hitting (or visiting) your website. We’ll leave why they do this for another day, however, this happens and it can cause real problems within Analytics data.\u003C\u002Fp>\n\u003Cp>Back in 2014 Google announced the launch of a new setting within Analytics which could be activated in order to “exclude all known bots and spiders”. The problem is, that this feature isn’t active by default, and less experienced Analytics user simply don’t even know that it exists.\u003C\u002Fp>\n\u003Cp>We would advocate activating this feature on appropriate, views, however as advised by Google, ensure there’s one unfiltered view within the account before modifying any view level settings.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-33683 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002FBot-Filtering.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"303\" height=\"70\" \u002F>\u003C\u002Fp>\n\u003Cp>Key benefit: Remove hits from nasty automated bots which love to skew your GA data\u003C\u002Fp>\n\u003Ch2 id=\"annotations\">Annotations\u003C\u002Fh2>\n\u003Cp>We often acquire clients who have a legacy of alterations to their sites, whether it be content enhancements, structural changes or even full website rebuilds. Multiple changes over a period of time have an impact on traffic data, sometimes positive, sometimes negative and it can often be difficult to pinpoint the exact reason for fluctuations in web traffic.\u003C\u002Fp>\n\u003Cp>In my experience, annotations are another underutilised feature. Consider annotations the post-it notes within Google Analytics that enable you to add customised reminders to your data. They allow important events which may include content changes, site redesigns, email newsletter activity and even offline marketing activity which may impact on site traffic.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-33679 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002FAnnonations.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1122\" height=\"254\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Key benefit:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Attribute changes in Google Analytics data which may relate to key events\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"site-search\">Site Search\u003C\u002Fh2>\n\u003Cp>For larger websites, and e-commerce websites, in particular, it’s commonplace to have an internal search engine in order to allow users to quickly identify products which they are interested in.\u003C\u002Fp>\n\u003Cp>If harnessed correctly, this data can be extremely powerful as ”site search lets you understand the extent to which users took advantage of your site’s search function, which search queries they entered, and how effectively the search results created deeper engagement with your site.”\u003C\u002Fp>\n\u003Cp>Once again, this feature requires manual configuration. Simply visit the view settings, turn Site Search “ON” and enter the word or words that designate internal query parameters in the “query parameter” field.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-33678 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002Fsite-search.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"375\" height=\"197\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Key benefit:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Understand the extent to which users took advantage of your site’s search function, which search terms they entered, and how effectively the search results created deeper engagement with your site.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"alerts\">Alerts\u003C\u002Fh2>\n\u003Cp>It’s our job to report on site performance to our clients, and it’s also our responsibility to notify them if anything significant changes within their Analytics data.\u003C\u002Fp>\n\u003Cp>Although we’re fans of both data and Google Analytics, it’s difficult to monitor every single account, every single day. This is where Google Analytics Custom Alerts come in.\u003C\u002Fp>\n\u003Cp>Custom alerts are able to let us know if anything significant is happening within our client accounts. Maybe traffic has dropped by a significant percentage (hopefully not), or maybe there’s a spike in social media referrals? Either way, it’s essential that we’re aware of what’s going on with the data we have.\u003C\u002Fp>\n\u003Cp>Custom alters can be found within the view settings or any given property.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-33677 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002FAnalytics-2.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"902\" height=\"445\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Key benefit: \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Receive alerts to notify you if something possibly significant is happening with your Analytics data\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"email-scheduling\">Email Scheduling\u003C\u002Fh2>\n\u003Cp>Similar to alerts, email scheduling allows specific reports and segmented data to be sent via emails at specified times and frequency to a number of contacts. This feature is particularly useful where there’s a requirement to report to internal stakeholders and should be utilised by both agencies and in-house teams.\u003C\u002Fp>\n\u003Cp>When viewing a specific report the “Share” option will allow you to set up and configure scheduled emails.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-33676 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F07\u002FChannels-Analytics-1.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"567\" height=\"451\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Key benefit:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Keep internal and external stakeholders up to date with key site traffic metrics\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"our-approach-to-data-and-google-analytics\">Our approach to data and Google Analytics\u003C\u002Fh2>\n\u003Cp>Here at Impression, we’re passionate about providing as much value to our clients as possible and a large part of this involves us proving recommendations and making decisions based on solid data. 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