[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-handling-on-site-for-ecommerce-siobhan-swainston":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":13,"coauthors":18,"class_list":20,"acf":32,"head_links":612,"breadcrumbs":613,"reading_minutes":178,"category":621,"head":625},"2016-04-22T16:00:27",{"rendered":6},"\u003Cp>Although Siobhan Swainston’s talk was predominantly focused on the Fashion industry, the insights covered could be applicable to any eCommerce business. Her talk was split into 3 parts; preparing for seasonal demand, site structure, and product retire policy.\u003C\u002Fp>\n\u003Ch2 id=\"preparing-for-seasonal-demand\">Preparing for Seasonal Demand\u003C\u002Fh2>\n\u003Cp>The main takeaway from “Preparing for Seasonal Demand” was for eCommerce webmasters to be proactive rather than reactive with the topics their site’s cover. We need to anticipate when search trends are going to happen throughout the year and prepare content to capture this ahead of time. Granted, this isn’t always possible as many shareable topics and stories usually arise unexpectedly online, but using trend software like Google Trends can help allow for this.\u003C\u002Fp>\n\u003Cp>Siobhan then shared a great content approach to be able to execute this on-site. Firstly, create something as simple as a blog post so your site covers a speculative topic. Secondly, promote the content by linking to it internally (allowing also for link equity to pass) before finally sharing it via social media. As time passes, allow also for content updates to be uploaded. This will allow for your content to be increasingly more relevant and appealing in the eyes of search engines. From there, you’ll be able to analyse the volume of search traffic received around this topic and whether there is sufficient demand there to commercially pursue the topic further.\u003C\u002Fp>\n\u003Cp>It was at this point that Siobhan also shared a great keyword research tool, \u003Ca href=\"https:\u002F\u002Fwww.ayima.com\u002Fpulse\u002F\" target=\"_blank\" rel=\"noopener noreferrer\">Ayima Pulse\u003C\u002Fa>, which allows users to see market share for various keywords within SERPs.\u003C\u002Fp>\n\u003Ch2 id=\"site-structure\">Site Structure\u003C\u002Fh2>\n\u003Cp>The second part to Siobhan’s talk was focused on site structure and in particular, category pages and facets. Siobhan raised an interesting point saying how category pages are not necessarily there to sell products – this is obviously the job of the product page – so there’s an opportunity here to get creative. One method of achieving this is by including video content at category page level.\u003C\u002Fp>\n\u003Cp>She then advised to incorporate faceted navigation into category page structure in order to capture longer-tail keywords – something \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbrighton-seo-identify-fix-crawl-issues-barry-adams\u002F\">Barry Adams\u003C\u002Fa> also talked about earlier in the day. However, eCommerce SEOs need to be mindful of exactly which keywords to target pages whilst also being wary of indexation and duplicate content problems.\u003C\u002Fp>\n\u003Ch2 id=\"product-retirement-policy\">Product Retirement Policy\u003C\u002Fh2>\n\u003Cp>Siobhan concluded her talk with best practice approaches to dealing with out of stock products and their associated pages. Her best practice guidelines were dependent on time and how long a product has been out of stock:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>If the product has been \u003Cem>out of stock for a few days\u003C\u002Fem>, leave the page live whilst presenting alternate links to the user. This will allow them to navigate to similar products that are in stock providing a better user journey.\u003C\u002Fli>\n\u003Cli>If the product has been \u003Cem>out of stock for a few weeks or months\u003C\u002Fem>, canonicalise the product page back to its associated category page.\u003C\u002Fli>\n\u003Cli>Finally, if the product is \u003Cem>permanently out of stock,\u003C\u002Fem> 301 redirect the page to an associated category page or home page, or consider removing it entirely from your site.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Ultimately, it’s important to be mindful of your out of stock pages; they provide a negative user experience and, depending on how they’re formatted, can also provide thin and duplicate content resulting in wasted crawl budget.\u003C\u002Fp>\n",false,"standard",[10,11,12],39,59,1,[14],{"id":15,"name":16,"path":17},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[19],143,[21,22,23,24,25,26,27,28,29,30,31],"post-2571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-ecommerce","category-seo","collections-brighton-seo",{"page_content_modules":33,"hero":174},[34,130],{"acf_fc_layout":35,"reduced":36,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":36,"title":37,"content":6,"authors":38},"blog_post_content",true,"BrightonSEO: Handling On-Site for Retail & Fashion Businesses – Siobhan Swainston",[39],{"id":11,"path":40,"display_name":41,"job_title":42,"description":43,"avatar_url":44,"acf":45},"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":46,"job_title":42,"specialist_service_links":47,"photo":74},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[48,65],{"page":49,"link_text":54},{"ID":50,"post_author":51,"post_date":52,"post_date_gmt":52,"post_content":53,"post_title":54,"post_excerpt":53,"post_status":55,"comment_status":56,"ping_status":56,"post_password":53,"post_name":57,"to_ping":53,"pinged":53,"post_modified":58,"post_modified_gmt":58,"post_content_filtered":53,"post_parent":59,"guid":60,"menu_order":59,"post_type":61,"post_mime_type":53,"comment_count":62,"filter":63,"url_path":64},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":66,"link_text":69},{"ID":67,"post_author":51,"post_date":68,"post_date_gmt":68,"post_content":53,"post_title":69,"post_excerpt":53,"post_status":55,"comment_status":56,"ping_status":56,"post_password":53,"post_name":70,"to_ping":53,"pinged":53,"post_modified":71,"post_modified_gmt":71,"post_content_filtered":53,"post_parent":59,"guid":72,"menu_order":59,"post_type":61,"post_mime_type":53,"comment_count":62,"filter":63,"url_path":73},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-06-30 09:19:16","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":75,"id":75,"title":76,"filename":77,"filesize":78,"url":79,"link":80,"alt":53,"author":81,"description":53,"caption":53,"name":82,"status":83,"uploaded_to":59,"date":84,"modified":84,"menu_order":59,"mime_type":85,"type":86,"subtype":87,"icon":88,"width":89,"height":90,"sizes":91},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":92,"thumbnail-width":93,"thumbnail-height":93,"medium":94,"medium-width":95,"medium-height":96,"medium_large":97,"medium_large-width":98,"medium_large-height":99,"large":100,"large-width":101,"large-height":102,"1536x1536":103,"1536x1536-width":104,"1536x1536-height":105,"2048x2048":106,"2048x2048-width":107,"2048x2048-height":108,"post-thumbnail":109,"post-thumbnail-width":110,"post-thumbnail-height":111,"12_col":112,"12_col-width":113,"12_col-height":114,"default_landscape":115,"default_landscape-width":116,"default_landscape-height":90,"default_portrait":117,"default_portrait-width":90,"default_portrait-height":116,"6_col_and_margin_short":118,"6_col_and_margin_short-width":110,"6_col_and_margin_short-height":114,"11_col_and_margin":119,"11_col_and_margin-width":120,"11_col_and_margin-height":114,"9_col_rectangle":121,"9_col_rectangle-width":122,"9_col_rectangle-height":123,"11_col":124,"11_col-width":125,"11_col-height":114,"staff_image_696_600":126,"staff_image_696_600-width":89,"staff_image_696_600-height":90,"rectangular_thumbnail":127,"rectangular_thumbnail-width":128,"rectangular_thumbnail-height":129},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":131,"reduced":36,"top_overlap":132,"bottom_underlap":132,"disable_observer":-1,"heading":133,"cta_text":134,"cta_link":135,"items":136},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[137,150,164],{"type_key":22,"title":138,"excerpt":139,"to":140,"postedAt":141,"readingTime":142,"image":143,"authors":144,"category":148},"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",5,"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",[145],{"name":146,"image":147},"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":149,"name":54},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":22,"title":151,"excerpt":152,"to":153,"postedAt":154,"readingTime":155,"image":156,"authors":157,"category":161},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[158],{"name":159,"image":160},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":162,"name":163},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":22,"title":165,"excerpt":166,"to":167,"postedAt":168,"readingTime":169,"image":170,"authors":171,"category":173},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[172],{"name":159,"image":160},{"to":162,"name":163},{"type":175,"style":176,"heading":37,"date":4,"updatedAt":177,"reading_minutes":178,"image":179,"imageAlt":37,"categories":180,"collections":531},"blog-post","light","2022-02-07T16:48:44",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWoguuUNC-050720211625527528_photo-1441984904996-e0b6ba687e04.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[181,363,448],{"id":10,"count":182,"description":183,"link":184,"name":185,"slug":186,"taxonomy":187,"parent":59,"meta":188,"acf":189,"head_links":190,"resource_count":191,"yoast_title":192,"yoast_meta":193,"yoast_json_ld":238,"_links":335,"path":184},281,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing","digital-marketing","category",[],{"sub_title_override":53,"title_override":53,"hidden":7},[],95,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[194,196,199,202,205,208,211,213,215,217,220,223,226,229,232,235],{"property":195,"content":192},"title",{"property":197,"content":198},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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