[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-october-2024":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":412,"breadcrumbs":413,"reading_minutes":143,"category":420,"head":422},"2024-10-30T14:46:37",{"rendered":6},"\n\u003Cp>Not one, but \u003Cstrong>\u003Cem>two\u003C\u002Fem>\u003C\u002Fstrong> blogs? That’s right! We’re back with our roundup from BrightonSEO, covering the top talks we attended during this spooky, rainy October conference. \u003C\u002Fp>\n\n\n\n\u003Cp>We had the opportunity not only to attend BrightonSEO but also to deliver \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fposts\u002Fmjwcro_behaviouralscience-seo-activity-7249368975271149568-9x1i?utm_source=share&utm_medium=member_desktop\">talks\u003C\u002Fa>, run our own \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fposts\u002Fimpression-digital-limited_learn-how-to-develop-a-clear-roadmap-to-help-activity-7245372377876901889-oOqN?utm_source=share&utm_medium=member_desktop\">training workshops\u003C\u002Fa>, and participate in exciting \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fposts\u002Fpetarjovetic_back-in-the-office-after-having-an-amazing-activity-7249033830378934273-cJPO?utm_source=share&utm_medium=member_desktop\">roundtable & panel\u003C\u002Fa> discussions. This blog is a continuation of one we did \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbrightonseo-our-round-up-from-april-2024\u002F\">earlier this year\u003C\u002Fa>, where we will be covering the talks, panels and roundtables we have attended, what we learnt, and key takeaways for you to implement in your day-to-day role.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-brightonseo\">What is BrightonSEO?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#cro-ux-panel\">CRO & UX panel\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#audience-centric-planning-and-creative-personas-a-strategic-approach-to-relevancy-sophie-coley\">Audience-centric planning and creative personas: a strategic approach to relevancy - Sophie Coley\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-manager-shift-the-art-of-people-management-miracle-inameti-archibong\">The Manager Shift: The Art of People Management - Miracle Inameti-Archibong\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-use-diversity-of-thought-to-grow-your-marketing-team-desmond-boateng\">How to use diversity of thought to grow your marketing team - Desmond Boateng\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-most-managers-are-destined-to-fail-and-how-to-avoid-being-one-of-them-paddy-moogan\">Why most managers are destined to fail and how to avoid being one of them - Paddy Moogan\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#are-we-in-a-race-to-zero-clicks-from-search-marcus-tober\">Are we in a race to zero clicks from search? - Marcus Tober\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-brightonseo\">\u003Cstrong>What is BrightonSEO?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For readers who are unsure what BrightonSEO is, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrightonseo.com\u002F\">BrightonSEO\u003C\u002Fa> is a bi-annual digital marketing conference held over two days in both Brighton (UK) and San Diego (USA). Since its humble beginnings in a Brighton pub in 2010, it has grown into a global event, drawing experts in SEO, PPC, Paid Social, Content, and more. Attendees can enjoy talks, training sessions, workshops, and networking opportunities. The October 2024 event took place on the 3rd and 4th.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"cro-ux-panel\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrightonseo.com\u002Fsessions\u002Fpanel-cro-and-ux\">\u003Cstrong>CRO & UX panel\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>Panellists: Myriam Jessier, Mel Barfield, Itasoha Akhibi, Julie Farley.\u003C\u002Fp>\n\n\n\n\u003Cp>The panel covered several CRO and UX points and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwebinars\u002Fcomple-e-a-t-expanding-the-seo-principle-with-additional-user-considerations\u002F\">their place in a wider modern SEO strategy\u003C\u002Fa>. The panellists delved into the most important UX metrics to keep track of, how to account for users in the ‘dark funnel’ where we can’t track them and why we should consider UX when it comes to data privacy. Alongside this, they also discussed how to ensure that you consider cultural differences in an age of AI tools.\u003C\u002Fp>\n\n\n\n\u003Cp>The talk provided a better understanding of various metrics people can use to measure a user’s experience on websites – such as average engagement time, traffic generated, and over core web vitals. This is particularly useful to provide context to why conversion rates may be down despite a solid search strategy.\u003C\u002Fp>\n\n\n\n\u003Cp>Another key point was on general UX. The majority of people \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fforecasts\u002F997866\u002Fattitudes-towards-online-advertising-in-the-uk\">don’t really like online ads as it is\u003C\u002Fa>, so adding a poor journey after this completely ruins any chance of user retention. A few examples are things like subscription services making it hard to cancel – there is no point keeping people around who don’t want to be there so let them leave. A smoother experience would be remembered and they might even return at a later date if it’s convenient. As a must, marketers should always avoid predatory techniques, such as Tesco showing alcoholic products at checkout in-app despite preferences being chosen to do otherwise.\u003C\u002Fp>\n\n\n\n\u003Cp>The last point was how to account for users in the ‘dark funnel’ where tracking isn’t possible, and the importance of considering UX in data privacy. They also touched on factoring in cultural differences, especially in the era of AI tools.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FJames-Adlington.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29409\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">James Adlington, SEO Executive\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“For SEOs, there were a lot of useful CRO metrics that you can make use of, such as bounce rate, average order value, and average time spent on site. Looking at these metrics could help you spot issues with certain pages that might not have been caused by poor content, for example; if users are bouncing off a page very quickly we can ask ourselves why and optimise the content if needed.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"audience-centric-planning-and-creative-personas-a-strategic-approach-to-relevancy-sophie-coley\">\u003Ca href=\"https:\u002F\u002Fwww.propellernet.co.uk\u002Fsophies-2024-brightonseo-talk-audience-centric-planning-and-creative-personas-a-strategic-approach-to-relevancy\u002F\">\u003Cstrong>Audience-centric planning and creative personas: a strategic approach to relevancy\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> – Sophie Coley\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In her talk, Sophie investigates how ‘relevancy’ is the current big hot topic in both SEO and Digital PR… For the moment. The issue with relevancy is that there are so many, illucid ways to interpret this. Relevancy can be strictly measured but also can be very subjective and you can take a qualitative approach to this too. Sophie explored how you can approach relevancy in a more structured, tangible way, ensuring you’re speaking to the right audiences by using a framework she developed. Sophie wrapped up her talk by showcasing how to use AI as a tool to assist in creating customer personas in order to add structure and boundaries to ideation.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FdKu7FAiX-Damian-Summers.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-29759\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Damian Summers, Head of Digital PR\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“If you’re in Digital PR and not yet using AI, it’s time to start. But rather than relying on generative AI to produce all your content, use it to enhance ideation sessions, inform briefs, and develop customer personas. By creating ‘people’ to ideate around, AI can help you better visualise and understand your audience.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-manager-shift-the-art-of-people-management-miracle-inameti-archibong\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrightonseo.com\u002Ftalks\u002Fthe-manager-shift-mastering-the-art-of-people-management\">\u003Cstrong>The Manager Shift: The Art of People Management\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> – Miracle Inameti-Archibong\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Miracle’s talk was a deep-dive into the essential skills that transform individual contributors into great people managers. She shared practical tips and strategies to help develop these skills and navigate the exciting transition to leading a team – including building a cohesive team, mastering communication and strategic planning. Key takeaways from this talk included:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Leaning into your weaknesses\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Your role will likely involve overcoming challenges, so embracing your weaknesses can often lead to success. \u003C\u002Fli>\n\n\n\n\u003Cli>Having a 90-day plan is crucial when starting a new role. The first 90 days shape perceptions, so use that time to make a strong impact.\u003C\u002Fli>\n\n\n\n\u003Cli>If you encounter struggles, seek out a mentor for guidance.\u003C\u002Fli>\n\n\n\n\u003Cli>Avoid surrounding yourself with people who simply agree with you or collude with your doubts. Look for those who challenge and push you to grow.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Understanding the culture of your organisation\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Learn how the organisation operates and how to navigate its unique culture.\u003C\u002Fli>\n\n\n\n\u003Cli>Establish a “personal boardroom” of key individuals from different areas:\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Information roles: UX\u002FUI designers, customer service experts.\u003C\u002Fli>\n\n\n\n\u003Cli>Power roles: Connectors, influencers, sponsors, and those who can unlock opportunities.\u003C\u002Fli>\n\n\n\n\u003Cli>Development roles: Individuals who push you or remove obstacles.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Building high-performance teams\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Being technically skilled doesn’t always translate into managing people well.\u003C\u002Fli>\n\n\n\n\u003Cli>Key management skills include coaching (empowering people) and mentoring (teaching specific skills). \u003C\u002Fli>\n\n\n\n\u003Cli>There are differences between coaching and mentoring. Junior team members may need mentoring, as they require specific guidance to develop skills Senior team members benefit more from coaching, where the focus is on empowering them to perform well independently.\u003C\u002Fli>\n\n\n\n\u003Cli>Regular 1-on-1 meetings are essential for providing clarity, connection, and support to your team members.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Delegating for success\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Delegation is essential for scaling success. It frees up your time for strategic planning while promoting collaboration and innovation within the team.\u003C\u002Fli>\n\n\n\n\u003Cli>Many managers struggle with delegation because they find it difficult to transition from doing to managing.\u003C\u002Fli>\n\n\n\n\u003Cli>There’s also a reluctance to move from being hands-on to providing support, sometimes because of a tendency to undervalue team management.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Managing a team\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Set clear expectations – be clear about what you expect from your team members and provide them with the guidance and support they need to succeed.\u003C\u002Fli>\n\n\n\n\u003Cli>There’s a difference between simply assigning tasks and assigning responsibility. Allowing team members the freedom to take ownership fosters creativity and demonstrates trust.\u003C\u002Fli>\n\n\n\n\u003Cli>Don’t reward behaviour that undermines team development, as it can stifle growth and disrupt the team’s dynamics. Ensure your role is properly aligned with leading, rather than constantly fixing issues created by poor delegation.\u003C\u002Fli>\n\n\n\n\u003Cli>Focus on high-impact tasks, those that are crucial for growth and development, and areas where your unique strengths add the most value.\u003C\u002Fli>\n\n\n\n\u003Cli>Developing emotional intelligence and self-awareness is key to managing people effectively.\u003C\u002Fli>\n\n\n\n\u003Cli>Diverse teams make better decisions 87% of the time. Inclusive teams foster better discussions, as varied perspectives lead to more informed choice.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Being an authentic leader\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Share your struggles with your team to build trust. Vulnerability allows others to see you as approachable and authentic.\u003C\u002Fli>\n\n\n\n\u003Cli>Embrace the diversity of skills within your team and understand what drives each person. Build objectives around their strengths and how they can contribute to the overall goals.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Performance management\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Performance issues should never come as a surprise. Provide timely, constructive feedback. Always give critical feedback in private and praise in public to encourage growth.\u003C\u002Fli>\n\n\n\n\u003Cli>Celebrate progress rather than waiting for perfection. By recognising small achievements, you create an environment where team members feel motivated to grow.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-use-diversity-of-thought-to-grow-your-marketing-team-desmond-boateng\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdgtlbase.com\u002Fen\u002Fblog\u002Fbrightonseo\u002F\">\u003Cstrong>How to use diversity of thought to grow your marketing team\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> – Desmond Boateng\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Desmond’s talk explored how Diversity goes beyond race, age, and gender – it also includes understanding someone’s position in society, background, and experiences. It highlighted how working with people who look and think differently helps foster a more inclusive and innovative team environment. Key takeaways from this talk included:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Embracing diversity in all forms\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Diversity goes beyond race, age, and gender. It also includes understanding someone’s position in society, background, and experiences.\u003C\u002Fli>\n\n\n\n\u003Cli>Connecting with people who look and think differently helps foster a more inclusive and innovative team environment.\u003C\u002Fli>\n\n\n\n\u003Cli>There are different ways of seeing the same thing – different perspectives – people aren’t against you if they have a different view\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>Making team members feel seen and understood\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Recognising individual differences and identifying ways to better connect with people is crucial for inclusivity.\u003C\u002Fli>\n\n\n\n\u003Cli>By ensuring that everyone in the team feels seen and understood, you create an atmosphere where diverse perspectives are valued.\u003C\u002Fli>\n\n\n\n\u003Cli>To implement a diverse team, understand individuals strengths and weaknesses, create an environment where everyone is heard and seen and feels comfortable providing their own feedback  \u003C\u002Fli>\n\n\n\n\u003Cli>Send out surveys to your staff to ask how you’re doing as an employer – not everyone can be as open as they might like to be on calls \u003C\u002Fli>\n\n\n\n\u003Cli>Have a clear and transparent career progression framework to give everyone the same opportunity to grow \u003C\u002Fli>\n\n\n\n\u003Cli>Encourgae  participation from all team members by asking thoughtful questions in meetings. This helps bring out diverse perspectives and fosters more inclusive discussions.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>The impact of cognitive diversity\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Cognitively diverse teams are 60% more likely to understand and anticipate changes in customer needs (Deloitte, 2017).\u003C\u002Fli>\n\n\n\n\u003Cli>Cognitive diversity refers to the different ways people think, approach problems, and solve them, which is essential for responding to evolving market conditions.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-most-managers-are-destined-to-fail-and-how-to-avoid-being-one-of-them-paddy-moogan\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrightonseo.com\u002Ftalks\u002Fwhy-most-managers-are-destined-to-fail-and-how-to-avoid-being-one-of-them\">\u003Cstrong>Why most managers are destined to fail and how to avoid being one of them\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> – Paddy Moogan\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Paddy’s talk shared three key reasons managers fail, with actionable tips and solutions on how to overcome these. It covered why managers fail, how to avoid failing and finally, how to take action. Key takeaways from this talk included:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Why managers fail\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Career progression is broken. Senior members of staff hit a ceiling. After reaching the senior level, the natural next step is often managing a team. This is typically the only way to get promoted in many companies. However, moving from senior-level work to team management is a significant transition, and many take this step without adequate preparation.\u003C\u002Fli>\n\n\n\n\u003Cli>Progressive Companies Offer Alternatives: Some companies offer two distinct tracks:\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The management track – focused on leading people \u003C\u002Fli>\n\n\n\n\u003Cli>The individual contributor track – focused on deepening subject matter expertise. \u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>However, many organisations, particularly agencies, struggle with this dual approach because it can be difficult to implement and manage.\u003C\u002Fli>\n\n\n\n\u003Cli>There is a servere lack of training for managers – it’s not prioritised and these soft skills are seen as a ‘nice to have’. 82% of managers in the UK are not provided with any formal training on how to be an effective leader. As a result, people are often promoted into management roles without the skills necessary to succeed. This is especially concerning because, as a manager, you directly impact the careers of multiple people. Without the right guidance, you risk making mistakes that affect not only yourself but your entire team.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>How to Avoid Failing as a Manager\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Becoming a good manager begins with acquiring knowledge through various means such as: Reading books on leadership and management, listening to podcasts and watching videos focused on managerial skills, attending conferences and networking with other leaders.\u003C\u002Fp>\n\n\n\n\u003Cp>The next and most important step is the application of this knowledge. Consistently applying what you’ve learned will lead to success.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>There are two key types of knowledge that will help you succeed as a manager\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Factual Knowledge (which you can gain from reading books\u002Ftaking courses). This includes the practical, tactical side of management such as:\n\u003Cul class=\"wp-block-list\">\n\u003Cli>How to conduct 1-to-1 meetings effectively.\u003C\u002Fli>\n\n\n\n\u003Cli>How to handle team performance, project updates, and time management.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Experiential Knowledge (which you can only gain from experience). This comes from real-world experiences such as:\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Making mistakes and learning from them.\u003C\u002Fli>\n\n\n\n\u003Cli>Participating in meetings and managing difficult conversations.\u003C\u002Fli>\n\n\n\n\u003Cli>Leading projects, giving\u002Freceiving feedback, and handling interpersonal conflicts.\u003C\u002Fli>\n\n\n\n\u003Cli>These experiences help you grow and refine your approach to leadership.\u003C\u002Fli>\n\n\n\n\u003Cli>Taking action as a manager\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>If you’re a new leader, some key areas to focus on include:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Line management topics: Understanding the basics of managing people.\u003C\u002Fli>\n\n\n\n\u003Cli>Personal development plans: Helping your team members grow in their roles.\u003C\u002Fli>\n\n\n\n\u003Cli>Giving and receiving feedback: Knowing how to offer constructive feedback and accept it yourself.\u003C\u002Fli>\n\n\n\n\u003Cli>Difficult conversations: Handling tough discussions with empathy and professionalism.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FPolly-Astill-NEW.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24257\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Polly Astill, Head of Marketing\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“Paddy’s two types of knowledge showcase how you can improve your management skills. For example, it’s not just about reading blogs and watching webinars; it’s about asking for feedback from your team, learning from mistakes, and building emotional intelligence. This was an insightful talk and covered many do’s and don’ts of management. Perfect for someone who has just started a new management role.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"are-we-in-a-race-to-zero-clicks-from-search-marcus-tober\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrightonseo.com\u002Ftalks\u002Fare-we-in-a-race-to-zero-clicks-from-search\">\u003Cstrong>Are we in a race to zero clicks from search?\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> – Marcus Tober\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In his talk, Marcus Tober addressed the concept of a ‘race to zero clicks’ from search engines, examining the implications of search engine results increasingly providing direct answers and information without requiring users to click through to websites. He looked into how this trend affects organic traffic and user behaviour, highlighting the challenges it poses for businesses reliant on traditional SEO strategies. Marcus went on to explore how to use platforms like Reddit and optimising content for large language models (LLMs) to enhance brand visibility and overall presence in a changing digital landscape.\u003C\u002Fp>\n\n\n\n\u003Cp>Marcus emphasised that brand awareness will be crucial for both search and LLMO performance, as building brand authority will be a crucial ranking factor, not just for traditional search engines, but also for LLMs. As search results become more integrated with AI-driven overviews, a strong brand presence across the web, backed by credible sources and media mentions, will drive both visibility and trust. User-generated content platforms like Reddit are becoming increasingly important, often outranking traditional authority sites. Brands can leverage these platforms to answer user queries and build authority, enhancing both SEO and AI-driven search results.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002FAbbie-Hallam.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28151\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Abbie Hallam, SEO Executive\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“When producing content, be more mindful of structuring it for large language models (LLMs). This means ensuring that content is organised with clear metadata and follows a logical structure to make it easier for LLMs to interpret and surface. You can also explore alternative platforms like Reddit. Here, brands can engage directly with their target audience and build brand authority by answering questions.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10],39,[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-30833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","collections-brighton-seo",{"page_content_modules":29,"hero":139},[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: Our round-up from October 2024",[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",[103,117,127],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"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",[111],{"name":112,"image":113},"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":115,"name":116},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":126},"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",[125],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":132,"image":133,"authors":134,"category":138},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":136,"image":137},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":140,"style":141,"heading":33,"date":4,"updatedAt":142,"reading_minutes":143,"image":144,"imageAlt":33,"categories":145,"collections":330},"blog-post","light","2024-10-30T14:46:38",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Frad-ana-WgPC2oG_pYA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[146],{"id":10,"count":147,"description":148,"link":115,"name":116,"slug":149,"taxonomy":150,"parent":47,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":298,"path":115},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>","digital-marketing","category",[],{"sub_title_override":39,"title_override":39,"hidden":7},[],95,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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