[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-2017-julia-ogdens-10-step-distribution-plan":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":402,"breadcrumbs":403,"reading_minutes":108,"category":410,"head":412},"2017-04-10T16:48:16",{"rendered":6},"\u003Cp class=\"p1\">To round up the Content session of BrightonSEO 2017, Julia Ogden (\u003Ca href=\"https:\u002F\u002Ftwitter.com\u002Fjuliaogden2?lang=en\" target=\"_blank\" rel=\"noopener\">@JuliaOgden2\u003C\u002Fa>) from \u003Ca href=\"https:\u002F\u002Fwww.zazzlemedia.co.uk\u002F\" target=\"_blank\" rel=\"noopener\">Zazzle Media\u003C\u002Fa> – an ex-journalist turned digital marketer – presented a ten-point checklist for content distribution success.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Julia started by confirming that storytelling is as important as ever, it’s only the platforms that have changed. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">She illustrated her ten point checklist on a fictional campaign for a train service provider. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"1-set-objectives\">1. Set objectives\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Julia outlined the key objectives for content marketing campaigns:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Col>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Brand awareness\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Keyword rankings\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">High-quality links \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>She emphasised that to achieve number 3, you have to get checkbox number 2 spot on…\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"2-audience-who-are-you-talking-to\">\u003Cspan class=\"s1\">2. Audience – who are you talking to?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Julia reminded us that marketing starts and ends with people, and recommended using tools to bring audiences to life and refine content to this effect. For her fictional campaign, Julia described the use of the following tools to define the audience for her fictional campaign: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">\u003Ca href=\"https:\u002F\u002Fwww.facebook.com\u002Fbusiness\u002Flearn\u002Ffacebook-audience-insights\" target=\"_blank\" rel=\"noopener\">Facebook Insights\u003C\u002Fa>, which revealed a female heavy, young, single audience that are interested in fashion, music and tech. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Ca href=\"https:\u002F\u002Fyougov.co.uk\u002Ffind-solutions\u002Fprofiles\u002F\" target=\"_blank\" rel=\"noopener\">YouGov Profiles\u003C\u002Fa>, which presented a demographic of\u003Cspan class=\"s1\"> young, affluent males living in London, who have a pet fish! \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">The paid tools of \u003Ca href=\"http:\u002F\u002Fwww.comscore.com\u002F\" target=\"_blank\" rel=\"noopener\">comScore\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fwww.globalwebindex.net\u002F\" target=\"_blank\" rel=\"noopener\">Global Web Index\u003C\u002Fa> were also recommended.\u003C\u002Fp>\n\u003Cp class=\"p1\">From her audience research, Julia outlined the following audience for her content:\u003C\u002Fp>\n\u003Cul>\n\u003Cli class=\"p1\">Men and women aged between 18-34\u003C\u002Fli>\n\u003Cli class=\"p1\">They spend a lot of time online – 6-10 hours a day\u003C\u002Fli>\n\u003Cli class=\"p1\">They engage with brands that improve their knowledge\u003C\u002Fli>\n\u003Cli class=\"p1\">They are interested in technology\u003C\u002Fli>\n\u003Cli class=\"p1\">They are relatively well off\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"persona-creation\">\u003Cspan class=\"s1\">Persona creation \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">The next step was the creation of personas that add personality to these outlines. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">We were introduced to: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Alice: 20, single, likes to engage with vloggers and bloggers while on the train, which she uses for work and social life.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Aidan: 34, married, likes content that helps him improve his image and a brand that simplifies life, travels often on trains and in first class. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Steph: 29, engaged, is attracted by celebrity and influencer endorsement, spends 6 hours per day online – often on her phone – uses trains to visit family on the other side of the country. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"pain-points-micro-moments\">\u003Cspan class=\"s1\">Pain Points & Micro-moments \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>This is when consumers are looking for content. They search for an answer to a question or a problem.\u003C\u002Fp>\n\u003Cp>Julia outlined three micro-moments:\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">\u003Cstrong>I want to know\u003C\u002Fstrong> – \u003Cem>the\u003C\u002Fem> \u003Cem>user is exploring or researching their options but is not yet in the mindset to make steps towards purchasing. \u003C\u002Fem>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">\u003Cstrong>I want to do\u003C\u002Fstrong> – \u003Ci>the user wants to make a change or try something different, either before or after they have sought help.\u003C\u002Fi>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">\u003Cstrong>I want to buy\u003C\u002Fstrong> – \u003Cem>the user has actively acknowledged that they want to buy and is ready to take action to achieve this.\u003C\u002Fem>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"3-the-awesome-idea\">\u003Cspan class=\"s1\">3. The awesome idea \u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Julia stressed the importance of covering every angle possible during ideation and provided the following checklist: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul class=\"ul1\">\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">News and seasonal ideas\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">Unique data opportunity \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">Human interest stories – \u003Cem>people like to read about other people \u003C\u002Fem>\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">Wider marketing plans \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">Freedom of Information Requests \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">CRAZY, BIG ideas \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"the-fictional-idea\">\u003Cspan class=\"s1\">The fictional idea\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Journeys by Hyperloop. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Inspired by Elon Musk’s concept of a high-speed travel pod, this tool would give users the opportunity to compare their normal rail journey time with that of the Hyperloop.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"why\">Why?\u003C\u002Fh3>\n\u003Cp class=\"p1\">This concept would be a link bait opportunity and would have a strong chance of gaining coverage from regional city press.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"how\">\u003Cspan class=\"s1\">How?\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">The tool would be hosted on the rail service provider’s website. Users could enter their from and to destinations and be presented with a comparison of journey times. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"4-decide-how-to-shout-about-it\">4. Decide how to shout about it\u003C\u002Fh2>\n\u003Ch3 id=\"the-power-of-supporting-content\">The power of supporting content\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Julia acknowledged that journalists are under-resourced and that PRs can increase their chances of securing coverage by creating and writing feature articles and pitching them to journalists who can then easily cut and paste this content. Ideas for features that could be used to promote the fictional campaign included, Hyper loop vs HS2; \u003C\u002Fspan>\u003Cspan class=\"s1\">The race for speed; \u003C\u002Fspan>\u003Cspan class=\"s1\">Life at 700mph and a survey “Has the UK got a need for speed?” \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">“Survey = unique data = PR dream” – \u003Cem>hear hear Julia! \u003C\u002Fem>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"5-validate-who-else-cares\">5. Validate – who else cares?\u003C\u002Fh2>\n\u003Cp>Julia stated the importance of validating any idea by asking the following questions:\u003C\u002Fp>\n\u003Cfigure style=\"width: 605px\" class=\"wp-caption alignnone\">\u003Cimg loading=\"lazy\" decoding=\"async\" class=\" wp-image-3047\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fk2e0iqd1-20170410_141045-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"Julia Ogden - BrightonSEO 2017\" width=\"605\" height=\"466\" \u002F>\u003Cfigcaption class=\"wp-caption-text\">Julia Ogden – BrightonSEO 2017\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\u003Ch2 id=\"6-check-with-the-professionals\">6. Check with the professionals\u003C\u002Fh2>\n\u003Cp>Next, Julia recommended sounding your idea of the people who will be hosting and featuring the content piece using the following process:\u003C\u002Fp>\n\u003Cul>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">Identify sites and influencers.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"li1\">Research other content pieces that they have covered and include this information in the pitch.\u003C\u002Fli>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">Contact them via email or phone.\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"li1\">\u003Cspan class=\"s1\">Ask for feedback on the idea – if it’s a no, why is it a no? \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"7-know-what-success-looks-like\">\u003Cspan class=\"s1\">7. Know what success looks like \u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Julia stressed the importance of setting goals and metrics before the distribution process begins. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">In the case of the fictional campaign, the metrics were: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli class=\"p1\">Trust Flow\u002F Citation Flow of placements\u002F links – e.g. 25+\u003C\u002Fli>\n\u003Cli class=\"p1\">Number of placements links – e.g. 13\u003C\u002Fli>\n\u003Cli class=\"p1\">Hitwise score – e.g 15 million\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp class=\"p1\">This would be measured using:\u003C\u002Fp>\n\u003Cp class=\"p1\">Trust flow and Citation flow –  \u003Ca href=\"https:\u002F\u002Fmajestic.com\u002F\" target=\"_blank\" rel=\"noopener\">Majestic\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp class=\"p1\">Domain authority – \u003Ca href=\"https:\u002F\u002Fmoz.com\u002F\" target=\"_blank\" rel=\"noopener\">Moz\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp class=\"p1\">Estimated organic search traffic, visibility and ranking keywords – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002F\">SEMrush\u003C\u002Fa>\u003C\u002Fp>\n\u003Cp class=\"p1\">Site engagement and social activity – \u003Ca href=\"http:\u002F\u002Fconnexity.com\u002Fgb\u002Fhitwise\u002Fonline-intelligence\u002F\" target=\"_blank\" rel=\"noopener\">Hitwise\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"8-distribution\">8. Distribution\u003C\u002Fh2>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Julia emphasised that distributors should be using every channel available to them with the three main categories being:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"owned\">\u003Cspan class=\"s1\">Owned\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Website, blog, email marketing, customer database, organic social.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Sharing with an audience that already know that the brand exists in the hope of them sharing this content themselves.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"earned\">\u003Cspan class=\"s1\">Earned \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Content outreached to and shared by others as part of PR work, including traditional and digital PR targets, and content aggregators. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Julia cited the forums of Reddit and StumbleUpon as good places to share content, as well as the use of the more traditional press release and\u002For influencer outreach.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"paid\">\u003Cspan class=\"s1\">Paid \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan class=\"s1\">Advertorials on TV, radio or in print, paid social media, biddable media.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Julia acknowledged that while distribution need not cost a penny, “money talks”.\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"9-plan\">9. Plan\u003C\u002Fh2>\n\u003Cp>Julia recommends using the following set of plans to keep track of the campaign and to make sure all parties are reading from the same page throughout the project. Visuals of the plans can be found \u003Ca href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=OO9F1y9qkss&feature=youtu.be\" target=\"_blank\" rel=\"noopener\">here\u003C\u002Fa> (at 3.25.01 onwards)\u003C\u002Fp>\n\u003Cul>\n\u003Cli class=\"p1\">Campaign overview\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Campaign timeline \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Owned channels \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Earned channels – record links, DA, citation flow etc and evaluating against KPIs\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Paid channels – targeting\u002F messaging \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli class=\"p1\">\u003Cspan class=\"s1\">Prospecting \u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"10-measuring-success\">\u003Cspan class=\"s1\">10. Measuring success \u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp class=\"p1\">Did the campaign hit the objectives? “Did it set the web on fire?”\u003C\u002Fp>\n\u003Cp class=\"p1\">Julia focused on the importance of continued reporting at the end of the campaign and then 3, 6, 9 and 12 months afterward, which can provide useful insight for both an agency and the client.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-brighton-seo",{"page_content_modules":29,"hero":135},[30,96],{"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,"BrightonSEO: Julia Ogden’s 10 step checklist for a show stopping distribution plan",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,126],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"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",[111],{"name":112,"image":113},"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":115,"name":116},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":108,"image":122,"authors":123,"category":125},"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. 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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",[133],{"name":112,"image":113},{"to":115,"name":116},{"type":136,"style":137,"heading":33,"date":4,"updatedAt":138,"reading_minutes":108,"image":139,"imageAlt":33,"categories":140,"collections":320},"blog-post","light","2022-02-07T16:48:39","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FkY44i77b-050720211625524681_pexels-photo-158918.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[141],{"id":10,"count":142,"description":143,"link":115,"name":116,"slug":144,"taxonomy":145,"parent":47,"meta":146,"acf":147,"head_links":148,"resource_count":149,"yoast_title":150,"yoast_meta":151,"yoast_json_ld":195,"_links":292,"path":115},432,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? 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