[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-george-karapalidis-using-machine-learning-statistical-models-predict-revenue-potential-search":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":435,"breadcrumbs":436,"reading_minutes":139,"category":443,"head":445},"2018-04-27T11:47:29",{"rendered":6},"\u003Cp>\u003Ciframe loading=\"lazy\" title=\"BrightonSEO -   George Karapalidis\" src=\"https:\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FkVoVwOxl1tKxpY\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> \u003C\u002Fiframe> \u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom:5px\"> \u003Cstrong> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FGeorgeKarapalidisMBA\u002Fbrightonseo-george-karapalidis\" title=\"BrightonSEO - George Karapalidis\" target=\"_blank\">BrightonSEO – George Karapalidis\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FGeorgeKarapalidisMBA\" target=\"_blank\">George Karapalidis\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n\u003Cp>What if you could predict when a user was going to convert, or if you knew a user was unlikely to convert, but if they were exposed to a remarketing ad they would return to site and convert. This is the digital marketers dream, and in 2018 it is in our grasp with Machine Learning.\u003C\u002Fp>\n\u003Cp>George Karapalidis’ talk at Brighton SEO 2018 discusses how machine learning can be used to forecast ecommerce transactions, and aid our digital marketing efforts.\u003C\u002Fp>\n\u003Cp>What is machine learning? Machine learning is basically technology that develops algorithms based on previous data trends, patterns and models that it has been exposed to.\u003C\u002Fp>\n\u003Cp>George’s goal is to find opportunities to increase organic revenue with the help of Machine Learning. SEO is changing  we need to embrace the mind of a data scientist to find the best opportunities.\u003C\u002Fp>\n\u003Cp>The fact is that great SEO opportunities are often well hidden. There is always low hanging fruit – but deciding which one is worth the most money is the crucial next step if we don’t want to be wasting our time!\u003C\u002Fp>\n\u003Cp>Thankfully, George has come up with a way of using Google Analytics data with Google Search Console data to identify where the opportunities lie for our websites. From Analytics, we get data about the performance of our landing pages, but what’s missing is information on what queries led uers to landing on those pages.\u003C\u002Fp>\n\u003Cp>This gap is filled by Search Console, which gives us information about the queries that lead to people landing on our sites, but doesn’t tell us how those landing pages are peforming beyond the CTR and definitely doesn’t give us information about how much revenue we’re getting from them. The best plan is to match both platforms together to get a more complete look at the data.\u003C\u002Fp>\n\u003Cp>We need to combine the metrics into one table. This table can show us page performance and, importantly, allow us to statistically calculate what percentage of a page’s revenue a particular search query is contributing. We need to add this to the table as another data column. At the import stage it’s also important to clean out non-commercial pages and anything else that we know we don’t need to pay attention to.\u003C\u002Fp>\n\u003Cp>With this data, we can begin to model where we might see the biggest gains. A search query that contributes a high percentage of revenue to a high-value page is likely to give us a much better ROI than a search query that contributes a very low amount of revenue overall.\u003C\u002Fp>\n\u003Cp>However, this is just the first part of the puzzle. We also need to factor in search intent. George plots search intent in a matrix that has 2 sets of variables:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Brand aware vs brand unaware\u003C\u002Fli>\n\u003Cli>Product aware vs product unaware\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>For example, ‘tesco whole chicken’ would be both brand and product aware, but ‘what meat to use for roast dinner’ would be brand and product unaware’ and most search queries, if not all, can be categorised in this way. Transactional intent – the intent to make a purchase from your site – is highest when the search query is both brand and product aware, and brand awareness always leads to higher intent than brand unawareness, as this means that users still need to be convinced.\u003C\u002Fp>\n\u003Cp>By training a DeepLearning model (a type of machine learning based on neural networks, which are modeled after human brains), we can automatically identify the transactional intent behind a query thanks to this matrix, allowing us to sort a lot of queries very quickly by intent without having to look at them individually. The more data we use and the more tests we run, the better that our neural networks will become at correctly assigning transactional intent to large volumes of search queries. Ultimately, each search term is given a probability based on brand awareness for how likely it is to convert users.\u003C\u002Fp>\n\u003Cp>Another important factor to bear in mind is that branded CTR is very high in position 1, but drops significantly for positions 2 and 3, whereas generic CTR does decline, but is more evenly spread.\u003C\u002Fp>\n\u003Cp>We can then use this data in our search queries table mentioned above to inform a revenue prediction model that includes page performance, click through rate and intent.\u003C\u002Fp>\n\u003Cp>Although this data can tell us which queries might be good to focus on, we also need to use common sense and more statistical analysis to factor in the time of year. If a page converts very well in summer and very poorly in winter, there’s no point spending resources to optimise it in November. Optimise the pages that will give you the best return over the next few months. This is a great way to distinguish between multiple opportunities that all seem important.\u003C\u002Fp>\n\u003Cp>George tried some optimisation based on this data and saw transactions improved by 15% and revenue by 7%, which was lower than what he expected, but he then used this data to inform the margin for error included in his ML model. The optimisation techniques he used were primarly siloing more content under the categories – including FAQs and informational content in the category folders of the website.\u003C\u002Fp>\n\u003Cp>Final tips for SEOs:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Become a data scientist.\u003C\u002Fli>\n\u003Cli>Be great at data collection.\u003C\u002Fli>\n\u003Cli>Automate the analysis – If it takes a month to realise a great opportunity you need to find opportunities in less than an hour.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"closing-thoughts-from-impression\">Closing thoughts from Impression\u003C\u002Fh2>\n\u003Cp>This talk was marketed for SEOs, but Helen Freeman, one of our PPC executives was also in the talk and thought that there were also some great takeaways for PPC. The potential for ML to help with search intent is useful across the board in search engine marketing – it’s not only important for organic searches.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],109,[19,20,21,22,23,24,25,26,27],"post-3783","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-brighton-seo",{"page_content_modules":29,"hero":165},[30,127],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Brighton SEO: George Karapalidis – Using machine learning and statistical models to predict revenue potential for search",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},19,"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F","Charlie Norledge","Director, Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":43,"job_title":39,"specialist_service_links":44,"photo":71},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n",[45,62],{"page":46,"link_text":51},{"ID":47,"post_author":48,"post_date":49,"post_date_gmt":49,"post_content":50,"post_title":51,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":54,"to_ping":50,"pinged":50,"post_modified":55,"post_modified_gmt":55,"post_content_filtered":50,"post_parent":56,"guid":57,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":61},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":63,"link_text":66},{"ID":64,"post_author":48,"post_date":65,"post_date_gmt":65,"post_content":50,"post_title":66,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":67,"to_ping":50,"pinged":50,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":50,"post_parent":47,"guid":69,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":70},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",{"ID":72,"id":72,"title":73,"filename":74,"filesize":56,"url":75,"link":76,"alt":50,"author":77,"description":50,"caption":50,"name":78,"status":79,"uploaded_to":56,"date":80,"modified":81,"menu_order":56,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":128,"reduced":32,"top_overlap":129,"bottom_underlap":129,"disable_observer":-1,"heading":130,"cta_text":131,"cta_link":132,"items":133},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[134,147,156],{"type_key":20,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":145},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[142],{"name":143,"image":144},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":146,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":139,"image":152,"authors":153,"category":155},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154],{"name":143,"image":144},{"to":146,"name":51},{"type_key":20,"title":157,"excerpt":158,"to":159,"postedAt":160,"readingTime":139,"image":161,"authors":162,"category":164},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163],{"name":143,"image":144},{"to":146,"name":51},{"type":166,"style":167,"heading":33,"date":4,"updatedAt":168,"reading_minutes":139,"image":169,"imageAlt":33,"categories":170,"collections":353},"blog-post","light","2022-02-07T16:48:30","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[171],{"id":10,"count":172,"description":173,"link":146,"name":51,"slug":54,"taxonomy":174,"parent":56,"meta":175,"acf":176,"head_links":177,"resource_count":178,"yoast_title":179,"yoast_meta":180,"yoast_json_ld":225,"_links":322,"path":146},432,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[181,183,186,189,192,195,198,200,202,204,207,210,213,216,219,222],{"property":182,"content":179},"title",{"property":184,"content":185},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. Browse our tips, advice and opinions in our latest SEO blogs!",{"name":187,"content":188},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":190,"content":191},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"name":193,"content":194},"og:locale","en-GB",{"property":196,"content":197},"og:type","article",{"property":199,"content":179},"og:title",{"property":201,"content":185},"og:description",{"property":203,"content":191},"og:url",{"property":205,"content":206},"og:site_name","Impression",{"property":208,"content":209},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":211,"content":212},"og:image:width",1200,{"property":214,"content":215},"og:image:height",630,{"property":217,"content":218},"og:image:type","image\u002Fjpeg",{"property":220,"content":221},"twitter:card","summary_large_image",{"property":223,"content":224},"twitter:site","@impressiontalk",{"@context":226,"@graph":227},"https:\u002F\u002Fschema.org",[228,236,245,255],{"@type":229,"@id":230,"url":230,"name":179,"isPartOf":231,"description":185,"breadcrumb":233,"inLanguage":235},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@id":232},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":234},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F#breadcrumb","en",{"@type":237,"@id":234,"itemListElement":238},"BreadcrumbList",[239,243],{"@type":240,"position":10,"name":241,"item":242},"ListItem","Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":240,"position":244,"name":51},2,{"@type":246,"@id":232,"url":242,"name":206,"description":50,"publisher":247,"inLanguage":194,"potentialAction":249},"WebSite",{"@id":248},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":250,"target":251,"query-input":254},"SearchAction",{"@type":252,"urlTemplate":253},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":256,"@id":248,"name":206,"url":242,"logo":257,"image":263,"sameAs":264,"@context":268,"email":269,"foundingDate":270,"legalName":271,"vatID":272,"description":273,"telephone":274,"address":275,"location":282,"areaServed":315},"Organization",{"@type":258,"inLanguage":194,"@id":259,"url":260,"contentUrl":260,"width":261,"height":262,"caption":206},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[265,266,267],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":276,"streetAddress":277,"addressLocality":278,"addressRegion":279,"postalCode":280,"addressCountry":281},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[283,292,304],{"@type":284,"name":285,"geo":286,"address":290,"photo":263,"telephone":291},"Place","Impression Digital - Nottingham",{"@type":287,"latitude":288,"longitude":289},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":276,"streetAddress":277,"addressLocality":278,"addressRegion":279,"postalCode":280,"addressCountry":281},"+44 01158 242 212",{"@type":284,"name":293,"geo":294,"address":297,"photo":302,"telephone":303},"Impression Digital - London",{"@type":287,"latitude":295,"longitude":296},"51.50237208377361","-0.09229841534284115",{"@type":276,"streetAddress":298,"addressLocality":299,"addressRegion":300,"postalCode":301,"addressCountry":281},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":284,"name":305,"geo":306,"address":309},"Impression Digital - New York",{"@type":287,"latitude":307,"longitude":308},"40.726722746949","-74.00527778220652",{"@type":276,"streetAddress":310,"addressLocality":311,"addressRegion":312,"postalCode":313,"addressCountry":314},"160 Varick St","New York","NY","10013","USA",[316,319,321],{"@type":317,"name":318},"Country","Worldwide",{"@type":317,"name":320},"GBR",{"@type":317,"name":314},{"self":323,"collection":332,"about":335,"wp:post_type":338,"curies":349},[324],{"href":325,"targetHints":326},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F1",{"allow":327},[328,329,330,331],"GET","POST","PUT","PATCH",[333],{"href":334},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[336],{"href":337},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[339,341,343,345,347],{"href":340},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=1",{"href":342},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=1",{"href":344},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=1",{"href":346},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=1",{"href":348},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=1",[350],{"name":351,"href":352,"templated":32},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[354],{"id":13,"count":355,"description":50,"link":15,"name":14,"slug":356,"taxonomy":357,"parent":56,"meta":358,"acf":359,"head_links":360,"resource_count":56,"yoast_title":361,"yoast_meta":362,"yoast_json_ld":381,"_links":418},100,"brighton-seo","collections",[],{"sub_title_override":50,"title_override":50},[],"brightonSEO Conference Write-Ups | Impression",[363,364,366,367,369,370,371,372,373,374,375,376,377,378,379,380],{"property":182,"content":361},{"property":184,"content":365},"Couldn't make it to the most recent BrightonSEO, or just want a recap on a previous talk? Read Impression's round-ups of BrightonSEO from over the years.",{"name":187,"content":188},{"property":190,"content":368},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",{"name":193,"content":194},{"property":196,"content":197},{"property":199,"content":361},{"property":201,"content":365},{"property":203,"content":368},{"property":205,"content":206},{"property":208,"content":209},{"property":211,"content":212},{"property":214,"content":215},{"property":217,"content":218},{"property":220,"content":221},{"property":223,"content":224},{"@context":226,"@graph":382},[383,388,396,400],{"@type":229,"@id":384,"url":384,"name":361,"isPartOf":385,"description":365,"breadcrumb":386,"inLanguage":235},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",{"@id":232},{"@id":387},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F#breadcrumb",{"@type":237,"@id":387,"itemListElement":389},[390,391,394],{"@type":240,"position":10,"name":241,"item":242},{"@type":240,"position":244,"name":392,"item":393},"Blog","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":240,"position":395,"name":14},3,{"@type":246,"@id":232,"url":242,"name":206,"description":50,"publisher":397,"inLanguage":194,"potentialAction":398},{"@id":248},{"@type":250,"target":399,"query-input":254},{"@type":252,"urlTemplate":253},{"@type":256,"@id":248,"name":206,"url":242,"logo":401,"image":263,"sameAs":402,"@context":268,"email":269,"foundingDate":270,"legalName":271,"vatID":272,"description":273,"telephone":274,"address":403,"location":404,"areaServed":414},{"@type":258,"inLanguage":194,"@id":259,"url":260,"contentUrl":260,"width":261,"height":262,"caption":206},[265,266,267],{"@type":276,"streetAddress":277,"addressLocality":278,"addressRegion":279,"postalCode":280,"addressCountry":281},[405,408,411],{"@type":284,"name":285,"geo":406,"address":407,"photo":263,"telephone":291},{"@type":287,"latitude":288,"longitude":289},{"@type":276,"streetAddress":277,"addressLocality":278,"addressRegion":279,"postalCode":280,"addressCountry":281},{"@type":284,"name":293,"geo":409,"address":410,"photo":302,"telephone":303},{"@type":287,"latitude":295,"longitude":296},{"@type":276,"streetAddress":298,"addressLocality":299,"addressRegion":300,"postalCode":301,"addressCountry":281},{"@type":284,"name":305,"geo":412,"address":413},{"@type":287,"latitude":307,"longitude":308},{"@type":276,"streetAddress":310,"addressLocality":311,"addressRegion":312,"postalCode":313,"addressCountry":314},[415,416,417],{"@type":317,"name":318},{"@type":317,"name":320},{"@type":317,"name":314},{"self":419,"collection":424,"about":427,"wp:post_type":430,"curies":433},[420],{"href":421,"targetHints":422},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections\u002F128",{"allow":423},[328],[425],{"href":426},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections",[428],{"href":429},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcollections",[431],{"href":432},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?collections=128",[434],{"name":351,"href":352,"templated":32},[],[437,439,440,441],{"path":438,"name":241},"\u002F",{"path":132,"name":392},{"path":146,"name":51},{"path":442,"name":33},null,[444],{"id":10,"name":51,"path":146},{"title":446,"script":447,"meta":525,"link":554},"Brighton SEO: George Karapalidis - Using machine learning and statistical models to predict revenue potential for search - Impression",[448],{"type":449,"key":450,"innerHTML":451},"application\u002Fld+json","yoast-json-ld",{"@context":226,"@graph":452},[453,476,483,486,493,497,515],{"@type":454,"@id":455,"isPartOf":456,"author":458,"headline":33,"datePublished":460,"dateModified":461,"mainEntityOfPage":462,"wordCount":463,"commentCount":56,"publisher":464,"image":466,"thumbnailUrl":468,"articleSection":469,"inLanguage":194,"potentialAction":470},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-george-karapalidis-using-machine-learning-statistical-models-predict-revenue-potential-search\u002F#article",{"@id":457},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-george-karapalidis-using-machine-learning-statistical-models-predict-revenue-potential-search\u002F",{"name":38,"@id":459},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fda6bfab4cfa3123547b3491ceea076e9","2018-04-27T11:47:29+00:00","2022-02-07T16:48:30+00:00",{"@id":457},991,{"@id":465},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":467},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-george-karapalidis-using-machine-learning-statistical-models-predict-revenue-potential-search\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat&q=90",[51],[471],{"@type":472,"name":473,"target":474},"CommentAction","Comment",[475],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-george-karapalidis-using-machine-learning-statistical-models-predict-revenue-potential-search\u002F#respond",{"@type":477,"@id":457,"url":457,"name":446,"isPartOf":478,"primaryImageOfPage":479,"image":480,"thumbnailUrl":468,"datePublished":460,"dateModified":461,"breadcrumb":481,"inLanguage":235},"WebPage",{"@id":232},{"@id":467},{"@id":467},{"@id":482},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrighton-seo-george-karapalidis-using-machine-learning-statistical-models-predict-revenue-potential-search\u002F#breadcrumb",{"@type":258,"inLanguage":194,"@id":467,"url":468,"contentUrl":468,"width":484,"height":485},2560,1920,{"@type":237,"@id":482,"itemListElement":487},[488,489,490,491],{"@type":240,"position":10,"name":241,"item":242},{"@type":240,"position":244,"name":392,"item":393},{"@type":240,"position":395,"name":51,"item":230},{"@type":240,"position":492,"name":33},4,{"@type":246,"@id":232,"url":242,"name":206,"description":50,"publisher":494,"inLanguage":194,"potentialAction":495},{"@id":248},{"@type":250,"target":496,"query-input":254},{"@type":252,"urlTemplate":253},{"@type":256,"@id":248,"name":206,"url":242,"logo":498,"image":263,"sameAs":499,"@context":268,"email":269,"foundingDate":270,"legalName":271,"vatID":272,"description":273,"telephone":274,"address":500,"location":501,"areaServed":511},{"@type":258,"inLanguage":194,"@id":259,"url":260,"contentUrl":260,"width":261,"height":262,"caption":206},[265,266,267],{"@type":276,"streetAddress":277,"addressLocality":278,"addressRegion":279,"postalCode":280,"addressCountry":281},[502,505,508],{"@type":284,"name":285,"geo":503,"address":504,"photo":263,"telephone":291},{"@type":287,"latitude":288,"longitude":289},{"@type":276,"streetAddress":277,"addressLocality":278,"addressRegion":279,"postalCode":280,"addressCountry":281},{"@type":284,"name":293,"geo":506,"address":507,"photo":302,"telephone":303},{"@type":287,"latitude":295,"longitude":296},{"@type":276,"streetAddress":298,"addressLocality":299,"addressRegion":300,"postalCode":301,"addressCountry":281},{"@type":284,"name":305,"geo":509,"address":510},{"@type":287,"latitude":307,"longitude":308},{"@type":276,"streetAddress":310,"addressLocality":311,"addressRegion":312,"postalCode":313,"addressCountry":314},[512,513,514],{"@type":317,"name":318},{"@type":317,"name":320},{"@type":317,"name":314},{"@type":516,"@id":517,"name":38,"image":518,"description":40,"sameAs":521,"url":524},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002Fda6bfab4cfa3123547b3491ceea076e9",{"@type":258,"inLanguage":194,"@id":519,"url":520,"contentUrl":520,"caption":38},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=960b079bc4f22eec1a6d2b164bfcebb677","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",[522,523],"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-norledge-97984099\u002F","https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002FNorledgeCharlie","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F",[526,527,529,530,531,533,534,535,538,540,542,544,545,546,547,549,550,553],{"name":187,"content":188},{"property":193,"content":528},"en_GB",{"property":196,"content":197},{"property":199,"content":446},{"property":201,"content":532},"BrightonSEO – George Karapalidis from George Karapalidis What if you could predict when a user was going to convert, or if you knew a user was unlikely to convert, but if they were exposed to a remarketing ad they would return to site and convert. This is the digital marketers dream, and in 2018 it […]",{"property":203,"content":457},{"property":205,"content":206},{"property":536,"content":537},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":539,"content":460},"article:published_time",{"property":541,"content":461},"article:modified_time",{"property":208,"content":543},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FJiDeDlXU-050720211625519970_00100dPORTRAIT_00100_BURST20180427115350495_COVER-scaled.jpg?auto=compress%2Cformat",{"property":211,"content":484},{"property":214,"content":485},{"property":217,"content":218},{"name":548,"content":38},"author",{"name":220,"content":221},{"name":551,"content":552},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002FNorledgeCharlie",{"name":223,"content":224},[]]