[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-our-round-up-from-april-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":429,"breadcrumbs":430,"reading_minutes":164,"category":437,"head":439},"2024-05-14T09:50:43",{"rendered":6},"\n\u003Cp>Each year, we send a group from our team down to BrightonSEO not only to learn from industry experts but to also deliver talks and provide training sessions. Our arrival in Brighton was greeted with rain and wind, but that didn’t stop us from making the most of it. We delivered \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Ffeed\u002Fupdate\u002Furn:li:activity:7189177580741177344\">training sessions\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Ffeed\u002Fupdate\u002Furn:li:activity:7189178579622973441\">attended talks\u003C\u002Fa> and met industry experts during the networking events. In this blog, we will be exploring a variety of talks we attended, summarising them, and providing key takeaways and final thoughts.\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=\"#netflix-ads-the-game-changer-who-needs-youtube-chester-yang\">Netflix ads: the game changer - who needs YouTube? - Chester Yang\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#key-takeaways\">Key takeaways\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#creating-compelling-content-in-regulated-industries-john-forth\">Creating compelling content in regulated industries - John Forth\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#key-takeaways\">Key takeaways\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#build-relevant-content-by-researching-your-audience-on-all-organic-channels-ray-saddiq\">Build relevant content by researching your audience on all organic channels - Ray Saddiq\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#key-takeaways\">Key takeaways\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-leverage-subject-matter-experts-to-create-eeat-boosting-super-content-rin-hamburgh\">How to leverage subject matter experts to create EEAT-boosting super content - Rin Hamburgh\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-to-leverage-experts\">How to leverage experts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#writing-content-that-search-engines-and-humans-can-really-understand-dixon-jones\">Writing content that search engines (and humans) can really understand - Dixon Jones\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#creating-the-perfect-article-for-machines-and-humans-alike\">Creating the perfect article for machines and humans alike\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-diagnose-your-brand-seo-health-issues-annika-haataja\">How to diagnose your Brand SEO health issues - Annika Haataja\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#do-you-own-your-serp-real-estate\">Do you own your SERP real estate?\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>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbrightonseo.com\u002F\">BrightonSEO\u003C\u002Fa> is a bi-annual digital marketing conference that takes place over two days in both Brighton (UK) and San Diego (USA). First starting in 2010 in a small pub in Brighton, the event has expanded globally, attracting digital marketing experts in fields such as SEO, PPC, Paid Social, Content, and more. Attendees have the opportunity to attend talks, training sessions, workshops and networking events. April 2024’s BrightonSEO took place on the 28th & 29th.\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=\"netflix-ads-the-game-changer-who-needs-youtube-chester-yang\">\u003Cstrong>Netflix ads: the game changer – who needs YouTube? – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fchester-ming-shu-yang-5857a9181\u002F\">\u003Cstrong>Chester Yang\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>Chester started his talk by looking at how Netflix’s advertising offering has developed over the last few years since it launched in 2021, from Microsoft’s winning the exclusive rights to Netflix’s advertising in 2022, to Netflix launching their ad-supported plan later in 2022. He goes on to state that as of November 2023, Netflix’s ad-supported tier reached 23 million global monthly users with \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F1373250\u002Fad-supported-subscriber-numbers-netflix-by-region\u002F#:~:text=A%20forecast%20projected%20that%20over,an%20estimated%20400%2C000%20in%202022.\">35 million\u003C\u002Fa> estimated worldwide by 2027.\u003C\u002Fp>\n\n\n\n\u003Cp>Clearly, the ad-supported tier has been working since the crackdown on account sharing, and as a result, the ad space on Netflix is becoming increasingly important.\u003C\u002Fp>\n\n\n\n\u003Cp>Currently, Netflix’s advertising offering is available in 12 countries including:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Canada\u003C\u002Fli>\n\n\n\n\u003Cli>United States\u003C\u002Fli>\n\n\n\n\u003Cli>Mexico\u003C\u002Fli>\n\n\n\n\u003Cli>Brazil\u003C\u002Fli>\n\n\n\n\u003Cli>France\u003C\u002Fli>\n\n\n\n\u003Cli>Germany\u003C\u002Fli>\n\n\n\n\u003Cli>Italy\u003C\u002Fli>\n\n\n\n\u003Cli>Spain\u003C\u002Fli>\n\n\n\n\u003Cli>United Kingdom\u003C\u002Fli>\n\n\n\n\u003Cli>Japan\u003C\u002Fli>\n\n\n\n\u003Cli>South Korea\u003C\u002Fli>\n\n\n\n\u003Cli>Australia\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Netflix aims for a gradual release of this service in other countries in years to come. So it’s safe to say, Microsoft advertising is not just Bing anymore.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways\u003C\u002Fh3>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Engagement and audience: \u003C\u002Fstrong>Netflix is not only dominating the streaming landscape claiming 59% of the market share, it is also offering maturer and more engaged audiences in comparison to other online video services such as YouTube. Netflix offers a high level of engagement over a longer period of time (80% vs 66% on YouTube), in which advertisers can make the best use of Netflix’s ad formats.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1056\" height=\"606\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28561\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>Ad formats: \u003C\u002Fstrong>Currently, Netflix offers 4 advertising forms; non-skippable, pre-roll, mid-roll, and frequency cap. Its unique selling proposition is that you can advertise on Netflix’s premium series and films without minimum spending commitments, this contrasts with other paid channels such as Facebook, which requires minimum spends. Mid-roll ads could be highly useful because, as mentioned above, users are more engaged for longer due to watching longer films and series in comparison to YouTube videos, which tend to have a shorter run-time. Frequency cap ads are designed to limit impressions to avoid ad fatigue.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Cstrong>Netflix targeting: \u003C\u002Fstrong>When compared to other channels, Netflix targeting options appear not as in-depth as other platforms with no audience, device, age or gender targeting being supported. Dubbed ‘deals’, an advertiser has the option to select a deal which will determine aspects such as price, targeting and geographics. For example, a deal may allow you to:\n\u003Col class=\"wp-block-list\">\n\u003Cli>Target Netflix inventory with a 30-second ad\u003C\u002Fli>\n\n\n\n\u003Cli>Target watchers in the US\u003C\u002Fli>\n\n\n\n\u003Cli>Pay a minimum amount per CPM\u003C\u002Fli>\n\n\n\n\u003Cli>Target by genre or ‘top 10 shows’\u003C\u002Fli>\n\u003C\u002Fol>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\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=\"creating-compelling-content-in-regulated-industries-john-forth\">\u003Cstrong>Creating compelling content in regulated industries – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fjohn-r-forth\u002F\">\u003Cstrong>John Forth\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>As the Digital Optimisation Manager for Legal & General, John has extensive experience in the world of financial services and the regulations that come with it. In John’s talk, he looked beyond financial services, to help content marketers work more efficiently and build strong relationships with their compliance teams, whether that’s an agency working with a client in the electrical industry, or an internal marketing team looking to publish content on healthcare, for example. \u003C\u002Fp>\n\n\n\n\u003Cp>John explains that, yes, compliance teams can be a thorn in the side of marketers. The main challenge that marketers face in this type of content is feedback, as they require evidence, correct language use, disclaimers, and specifics. But compliance is there for a reason, and that is ultimately to help customers by being \u003Cstrong>clear, fair, and not misleading\u003C\u002Fstrong>. By looking at it from this perspective, marketers and compliance teams can recognise that they’re working towards the same goal.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways\u003C\u002Fh3>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Keep your friends close but your enemies closer: \u003C\u002Fstrong>While this may sound ominous, John explained that you should know your regulators, but it is easier said than done. There is more than one regulator per service, per country and per region, such as the FCA, PRA and EBA. But despite being a challenge, it is well worth the reward, being on the same page when you are trying to communicate between teams is key to overcoming this.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>Understand why regulators are in place: \u003C\u002Fstrong>Regulators are not there to stop businesses, but it’s about making sure you’re doing the right thing for consumers. Compliance builds trust and that is especially important in YMYL sectors, as it’s about reassuring consumers are making the right decisions and they look to you for knowledge and support to keep them safe and to understand the risks.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1154\" height=\"698\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28560\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Cstrong>Don’t think of compliance as warnings, but as product features: \u003C\u002Fstrong>John showed several screenshots of how a service is provided on a finance website. He explains that positioning and framing are key, ensuring that you should avoid following up any positives with a negative. Instead, you should be emphasising flexibility, not limitations, explaining your product\u002Fservice aim, and creating a sense of normality, to make the user feel comfortable in their decision-making.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1154\" height=\"698\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28562\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\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=\"build-relevant-content-by-researching-your-audience-on-all-organic-channels-ray-saddiq\">\u003Cstrong>Build relevant content by researching your audience on all organic channels – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fray-saddiq\u002F\">\u003Cstrong>Ray Saddiq\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>A lot of the way we are producing content has changed. Ray suggests that nowadays, we’re turning to ChatGPT to generate content ideas for us, such as ‘generate content ideas for makeup tutorials’. But instead, we should be relying less on AI and copying competitors, we should be instead looking for places with languages that your audience speaks.\u003C\u002Fp>\n\n\n\n\u003Cp>Ray says that Google is not just the only place where people are searching. This isn’t necessarily saying that Google is dead or that TikTok is a search engine but that the search journey is growing and that platform diversity is what keeps your content relevant.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1154\" height=\"698\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-4.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28558\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"key-takeaways\">Key takeaways\u003C\u002Fh3>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Take a break from the data:\u003C\u002Fstrong> Data is mostly historical, instead, we should be looking for 0 search keywords. They’re new and you’d have the first-mover advantage. Don’t fear 0 search keywords as long as you speak the language of your audience, as it will eventually gain traction when they begin searching for this. But this doesn’t always work, it’s best to build this into content clusters and can also provide you with inspiration when you’re out of ideas.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>Using social media to inform your zero search strategy: \u003C\u002Fstrong>Ray outlines 6 steps to this process;\n\u003Col class=\"wp-block-list\">\n\u003Cli>Investigate your personas, what they search for, influencers they follow and social networks\u003C\u002Fli>\n\n\n\n\u003Cli>Pick platforms that have search functionality (TikTok, Reddit) and scroll your feeds with your seed keywords. If you find information on 2 different platforms, it will probably work well on Google. When it comes to creating your content, use the language those people would use on that platform as it would help you build a niche authority.\u003C\u002Fli>\n\n\n\n\u003Cli>Manually sort data from the topics you found\u003C\u002Fli>\n\n\n\n\u003Cli>Check for cannibalisation on a keyword list\u003C\u002Fli>\n\u003C\u002Fol>\n\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1250\" height=\"698\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-5.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28565\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\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=\"how-to-leverage-subject-matter-experts-to-create-eeat-boosting-super-content-rin-hamburgh\">\u003Cstrong>How to leverage subject matter experts to create EEAT-boosting super content – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frinhamburgh\u002F\">\u003Cstrong>Rin Hamburgh\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>The extra ‘E’ in E-A-T is a recent addition to the formula that content marketers have been following for a while now. Whilst not a direct ranking factor, E-E-A-T is a guideline for creating helpful content that is valuable to readers. Rin explores what is E-E-A-T and why is it important?\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Experience\u003C\u002Fstrong>:\u003Cstrong> \u003C\u002Fstrong>Who are the real people behind the content\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Expertise\u003C\u002Fstrong>: Introduced to Google’s Search Quality Rating Guidelines in 2022, this ‘E’ questions if your writers know more about the topic than the average person.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Authoritativeness\u003C\u002Fstrong>: Why should readers listen to you?\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Trustworthiness\u003C\u002Fstrong>: Can they trust you?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Having experts in your content is especially important for YMYL sectors, as it reinforces trust and ensures the reader that you know what you’re talking about.\u003C\u002Fp>\n\n\n\n\u003Cp>Rin argues that expertise is a positioning strategy and we can find experts both internally (consultants, CTO, product leads, chefs) and externally (partners, influencers, users).\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1250\" height=\"698\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-6.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28559\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"how-to-leverage-experts\">How to leverage experts\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-regular\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003C\u002Fth>\u003Cth>\u003Cstrong>Get them to create content\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Positives\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Takes fewer resources from you (in theory)\u003Cbr>– Scalable\u003Cbr>– Low cost\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Negatives\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Harder to coordinate\u003Cbr>– They’re not marketers, they wouldn’t fully understand your tone of voice\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Action\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Sell them the benefits to motivate them to work on the content\u003Cbr>– Provide editorial assistance and TOV guidelines\u003Cbr>– Create good briefs\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-regular\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003C\u002Fth>\u003Cth>\u003Cstrong>\u003Cstrong>Get them to approve your content\u003C\u002Fstrong>\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Positives\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Full control of editorial\u003Cbr>– Not reliant on others\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Negatives\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Little genuine expertise\u003Cbr>– Easily replicable\u003Cbr>– Needs more writing resource\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Action\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Develop good research skills\u003Cbr>– Use authoritative citations\u003Cbr>– Draw on case studies\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-table is-style-regular\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003C\u002Fth>\u003Cth>\u003Cstrong>\u003Cstrong>Get collaborative\u003C\u002Fstrong>\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Positives\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– A blend of your and the expert’s skills\u003Cbr>– Relevant insights & expertise\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Negatives\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Takes time\u003Cbr>– More writing resource\u003Cbr>– Approval process may be challenging\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Action\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>– Sell the benefits to the experts to get them on board\u003Cbr>– Create pre-briefs to ensure experts are prepared\u003Cbr>– Develop your interview skills\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\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=\"writing-content-that-search-engines-and-humans-can-really-understand-dixon-jones\">\u003Cstrong>Writing content that search engines (and humans) can really understand – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fdixonjones\u002F\">\u003Cstrong>Dixon Jones\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>When it comes to writing content online, you need to consider the human and the machine. The problem is, that we can understand machines, what makes them tick, and the algorithms they use, but humans – people are unknowable, truly.\u003C\u002Fp>\n\n\n\n\u003Cp>Dixon starts with a thought experiment; How can we sell electric guitars to beekeepers?\u003C\u002Fp>\n\n\n\n\u003Cp>He also points out a few absurd ideas that exist in real life;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Why are diamonds valuable, when they’re not particularly rare?\u003C\u002Fli>\n\n\n\n\u003Cli>Why is there a surfboard shop in the middle of the Nevada desert?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Much like a neural network, we have a hidden layer, one which is unknowable. But there must be a way to sell electric guitars (input layer) to Beekeepers (Output layer), as shown below.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1162\" height=\"750\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-7.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28557\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The answer is that it’s about the stories we sell (and the ones we can’t live without).\u003C\u002Fp>\n\n\n\n\u003Cp>Dixon then looks at portfolio theory and tribes and how tribes are the portfolio theory for humans. A tribe is like an asset that marketers can invest in as a buyer persona, and by appealing to multiple tribes, you then create a buyer base (like a portfolio). In this instance, Dixon uses Facebook groups and podcast watchers as an example of a tribe.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1162\" height=\"750\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-8.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28563\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>But like the hidden layer in a neural network, the unknowable is how we turn those tribes into conversions. Dixon suggests that we need to draw on senses and feelings to drive decision-making.\u003C\u002Fp>\n\n\n\n\u003Cp>Dixon then begins to draw up an idea for a piece of content on how you can sell electric guitars to beekeepers using this logic.\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Bees have a positive charge. Bees are drawn to flowers with a negative charge. This relates to the topic of electricity. \u003C\u002Fli>\n\n\n\n\u003Cli>From this we can then look at specifics, such as ‘Do bees react to sound?’ and, as it turns out, they do at 500Hz. Surprise surprise, guitars can hit 500Hz too.\u003C\u002Fli>\n\n\n\n\u003Cli>By using a fun topic backed by scientific evidence (and experts) we can create a story to help us sell electric guitars to beekeepers.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Whilst this may sound silly, Dixon emphasises that this is only successful if you talk to the tribe in the same language. Dixon then provides a structure to make this process actionable.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"creating-the-perfect-article-for-machines-and-humans-alike\">Creating the perfect article for machines and humans alike\u003C\u002Fh3>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Collect and cluster your site’s entities: \u003C\u002Fstrong>This is like creating a knowledge graph of a site which you can then turn into a table.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Find close incremental ideas: \u003C\u002Fstrong>Use those entities to find incremental ideas, such as through Google Suggest.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Collect entities of competitors & create a gap analysis\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Create a content plan to prompt ChatGPT\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Remember to keep or add the human touch: \u003C\u002Fstrong>This includes tone of voice, positioning and ensuring you’re talking to the tribe you’re targeting in their voice.\u003C\u002Fli>\n\u003C\u002Fol>\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=\"how-to-diagnose-your-brand-seo-health-issues-annika-haataja\">\u003Cstrong>How to diagnose your Brand SEO health issues – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fannika-haataja\u002F\">\u003Cstrong>Annika Haataja\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh2>\n\n\n\n\u003Cp>Have you ever come across a site which is impossible to outrank? This is how Annika kicked off her talk on the power of brand SEO and how it can help you stand out in today’s cluttered SERPs. She started by comparing what she meant by Brand SEO against what we usually think when we say SEO.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth>\u003C\u002Fth>\u003Cth>\u003Cstrong>SEO\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth>\u003Cstrong>Brand SEO\u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Content\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Content created\u003C\u002Ftd>\u003Ctd>Messaging and positioning\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>UX\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Website design & UX\u003C\u002Ftd>\u003Ctd>Visual identity\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Technical\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Technical site performance\u003C\u002Ftd>\u003Ctd>Professionalism\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Links\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>Links earned\u003C\u002Ftd>\u003Ctd>Contextual associations\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Annika explains that SEO can help brand through:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Improved visibility,\u003C\u002Fli>\n\n\n\n\u003Cli>Reputation management (mentioned by Google’s Search Quality Rater Guidelines several times),\u003C\u002Fli>\n\n\n\n\u003Cli>Integrated messaging,\u003C\u002Fli>\n\n\n\n\u003Cli>Leading to, Brand awareness\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This can work vice versa too, with the brand helping SEO through:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Competitive advantage\u003C\u002Fli>\n\n\n\n\u003Cli>Authenticity\u003C\u002Fli>\n\n\n\n\u003Cli>SEO results\u003C\u002Fli>\n\n\n\n\u003Cli>Leading to, greater SEO efforts\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1132\" height=\"750\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fbrightonseo-april-2024-9.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28564\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Annika uses AirBnB as an example of brand marketing success.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>One of the main keys behind this, Annika suggests, is brand signals, which SEO can reinforce to support organic growth. These signals are cues that help search engines understand your brand’s purpose, trustworthiness and value proposition. One example Annika uses Apple as an example of the power of brand signals. When we Google Apple, we are shown the corporation, not the fruit.\u003C\u002Fp>\n\n\n\n\u003Cp>To measure your Brand SEO health, she breaks down her \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fresources.seeker.digital\u002Fbrand-seo-audit-template\u002F\">audit\u003C\u002Fa> into 3 categories:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Site Metrics\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Branded vs Unbranded traffic\u003C\u002Fli>\n\n\n\n\u003Cli>Brand page engagement\u003C\u002Fli>\n\n\n\n\u003Cli>Lead\u002Ftraffic quality\u003C\u002Fli>\n\n\n\n\u003Cli>Conversion rate\u003C\u002Fli>\n\n\n\n\u003Cli>Returned visitors\u002Fbuyers\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>Qualitative Analysis\n\u003Cul class=\"wp-block-list\">\n\u003Cli>H1 & meta tags\u003C\u002Fli>\n\n\n\n\u003Cli>Site Tagline\u003C\u002Fli>\n\n\n\n\u003Cli>CTAs\u003C\u002Fli>\n\n\n\n\u003Cli>Tone of voice\u003C\u002Fli>\n\n\n\n\u003Cli>User testing\u003C\u002Fli>\n\n\n\n\u003Cli>Heatmaps\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fresultsandco.com.au\u002Fblog\u002Fstorybrand-grunt-test-donald-miller\">The Grunt Test\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\n\n\n\u003Cli>External Signals\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Brand search visibility\u003C\u002Fli>\n\n\n\n\u003Cli>Brand search popularity\u003C\u002Fli>\n\n\n\n\u003Cli>Brand search behaviour\u003C\u002Fli>\n\n\n\n\u003Cli>Brand mentions\u003C\u002Fli>\n\n\n\n\u003Cli>Online Reputation\u003C\u002Fli>\n\n\n\n\u003Cli>Brand consistency\u003C\u002Fli>\n\n\n\n\u003Cli>Competitor brand gap\u003C\u002Fli>\n\n\n\n\u003Cli>Social signals\u003C\u002Fli>\n\n\n\n\u003Cli>PR value and link profile\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"do-you-own-your-serp-real-estate\">Do you own your SERP real estate?\u003C\u002Fh3>\n\n\n\n\u003Cp>The sign of strong Brand SEO is being able to use the SERPs to control your brand. This includes brand search results, image results (what users see of your brand), news features, video results, and a knowledge panel & about the source. However, you must also be aware of what users are saying about your brand off-site, including forums and what can AI generate about your brand – these are difficult spaces to control.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter 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>\u003C\u002Fdiv>",false,"standard",[10],39,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],164,[19,20,21,22,23,24,25,26,27],"post-28541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","collections-brighton-seo",{"page_content_modules":29,"hero":160},[30,118],{"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 April 2024",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":43,"specialist_service_links":44,"photo":63},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[45],{"page":46,"link_text":62},{"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},33,"98","2020-03-12 15:00:28","","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":64,"id":64,"title":65,"filename":66,"filesize":56,"url":67,"link":68,"alt":50,"author":69,"description":50,"caption":50,"name":70,"status":71,"uploaded_to":56,"date":72,"modified":72,"menu_order":56,"mime_type":73,"type":74,"subtype":75,"icon":76,"width":77,"height":78,"sizes":79},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 11:54:30","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":80,"thumbnail-width":81,"thumbnail-height":81,"medium":82,"medium-width":83,"medium-height":84,"medium_large":85,"medium_large-width":86,"medium_large-height":87,"large":88,"large-width":89,"large-height":90,"1536x1536":91,"1536x1536-width":92,"1536x1536-height":93,"2048x2048":94,"2048x2048-width":95,"2048x2048-height":96,"post-thumbnail":97,"post-thumbnail-width":98,"post-thumbnail-height":99,"12_col":100,"12_col-width":101,"12_col-height":102,"default_landscape":103,"default_landscape-width":104,"default_landscape-height":78,"default_portrait":105,"default_portrait-width":78,"default_portrait-height":104,"6_col_and_margin_short":106,"6_col_and_margin_short-width":98,"6_col_and_margin_short-height":102,"11_col_and_margin":107,"11_col_and_margin-width":108,"11_col_and_margin-height":102,"9_col_rectangle":109,"9_col_rectangle-width":110,"9_col_rectangle-height":111,"11_col":112,"11_col-width":113,"11_col-height":102,"staff_image_696_600":114,"staff_image_696_600-width":77,"staff_image_696_600-height":78,"rectangular_thumbnail":115,"rectangular_thumbnail-width":116,"rectangular_thumbnail-height":117},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":119,"reduced":32,"top_overlap":120,"bottom_underlap":120,"disable_observer":-1,"heading":121,"cta_text":122,"cta_link":123,"items":124},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[125,138,148],{"type_key":20,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":136},"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",[133],{"name":134,"image":135},"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":137,"name":62},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"type_key":20,"title":139,"excerpt":140,"to":141,"postedAt":142,"readingTime":143,"image":144,"authors":145,"category":147},"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",[146],{"name":134,"image":135},{"to":137,"name":62},{"type_key":20,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":159},"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",[156],{"name":157,"image":158},"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":137,"name":62},{"type":161,"style":162,"heading":33,"date":4,"updatedAt":163,"reading_minutes":164,"image":165,"imageAlt":33,"categories":166,"collections":347},"blog-post","light","2024-05-14T16:15:38",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fmarkus-leo-7LvzljZb9_Q-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[167],{"id":10,"count":168,"description":169,"link":137,"name":62,"slug":54,"taxonomy":170,"parent":56,"meta":171,"acf":172,"head_links":173,"resource_count":174,"yoast_title":175,"yoast_meta":176,"yoast_json_ld":221,"_links":319,"path":137},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>","category",[],{"sub_title_override":50,"title_override":50,"hidden":7},[],95,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[177,179,182,185,188,191,194,196,198,200,203,206,209,212,215,218],{"property":178,"content":175},"title",{"property":180,"content":181},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. Browse our tips and advice in our latest blogs!",{"name":183,"content":184},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":186,"content":187},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"name":189,"content":190},"og:locale","en-GB",{"property":192,"content":193},"og:type","article",{"property":195,"content":175},"og:title",{"property":197,"content":181},"og:description",{"property":199,"content":187},"og:url",{"property":201,"content":202},"og:site_name","Impression",{"property":204,"content":205},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":207,"content":208},"og:image:width",1200,{"property":210,"content":211},"og:image:height",630,{"property":213,"content":214},"og:image:type","image\u002Fjpeg",{"property":216,"content":217},"twitter:card","summary_large_image",{"property":219,"content":220},"twitter:site","@impressiontalk",{"@context":222,"@graph":223},"https:\u002F\u002Fschema.org",[224,232,242,252],{"@type":225,"@id":226,"url":226,"name":175,"isPartOf":227,"description":181,"breadcrumb":229,"inLanguage":231},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@id":228},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":230},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F#breadcrumb","en",{"@type":233,"@id":230,"itemListElement":234},"BreadcrumbList",[235,240],{"@type":236,"position":237,"name":238,"item":239},"ListItem",1,"Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":236,"position":241,"name":62},2,{"@type":243,"@id":228,"url":239,"name":202,"description":50,"publisher":244,"inLanguage":190,"potentialAction":246},"WebSite",{"@id":245},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":247,"target":248,"query-input":251},"SearchAction",{"@type":249,"urlTemplate":250},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":253,"@id":245,"name":202,"url":239,"logo":254,"image":260,"sameAs":261,"@context":265,"email":266,"foundingDate":267,"legalName":268,"vatID":269,"description":270,"telephone":271,"address":272,"location":279,"areaServed":312},"Organization",{"@type":255,"inLanguage":190,"@id":256,"url":257,"contentUrl":257,"width":258,"height":259,"caption":202},"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",[262,263,264],"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":273,"streetAddress":274,"addressLocality":275,"addressRegion":276,"postalCode":277,"addressCountry":278},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[280,289,301],{"@type":281,"name":282,"geo":283,"address":287,"photo":260,"telephone":288},"Place","Impression Digital - Nottingham",{"@type":284,"latitude":285,"longitude":286},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":273,"streetAddress":274,"addressLocality":275,"addressRegion":276,"postalCode":277,"addressCountry":278},"+44 01158 242 212",{"@type":281,"name":290,"geo":291,"address":294,"photo":299,"telephone":300},"Impression Digital - London",{"@type":284,"latitude":292,"longitude":293},"51.50237208377361","-0.09229841534284115",{"@type":273,"streetAddress":295,"addressLocality":296,"addressRegion":297,"postalCode":298,"addressCountry":278},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":281,"name":302,"geo":303,"address":306},"Impression Digital - New York",{"@type":284,"latitude":304,"longitude":305},"40.726722746949","-74.00527778220652",{"@type":273,"streetAddress":307,"addressLocality":308,"addressRegion":309,"postalCode":310,"addressCountry":311},"160 Varick St","New York","NY","10013","USA",[313,316,318],{"@type":314,"name":315},"Country","Worldwide",{"@type":314,"name":317},"GBR",{"@type":314,"name":311},{"self":320,"collection":326,"about":329,"wp:post_type":332,"curies":343},[321],{"href":322,"targetHints":323},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F39",{"allow":324},[325],"GET",[327],{"href":328},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[330],{"href":331},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[333,335,337,339,341],{"href":334},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=39",{"href":336},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=39",{"href":338},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=39",{"href":340},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=39",{"href":342},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=39",[344],{"name":345,"href":346,"templated":32},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[348],{"id":13,"count":349,"description":50,"link":15,"name":14,"slug":350,"taxonomy":351,"parent":56,"meta":352,"acf":353,"head_links":354,"resource_count":56,"yoast_title":355,"yoast_meta":356,"yoast_json_ld":375,"_links":412},100,"brighton-seo","collections",[],{"sub_title_override":50,"title_override":50},[],"brightonSEO Conference Write-Ups | Impression",[357,358,360,361,363,364,365,366,367,368,369,370,371,372,373,374],{"property":178,"content":355},{"property":180,"content":359},"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":183,"content":184},{"property":186,"content":362},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",{"name":189,"content":190},{"property":192,"content":193},{"property":195,"content":355},{"property":197,"content":359},{"property":199,"content":362},{"property":201,"content":202},{"property":204,"content":205},{"property":207,"content":208},{"property":210,"content":211},{"property":213,"content":214},{"property":216,"content":217},{"property":219,"content":220},{"@context":222,"@graph":376},[377,382,390,394],{"@type":225,"@id":378,"url":378,"name":355,"isPartOf":379,"description":359,"breadcrumb":380,"inLanguage":231},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",{"@id":228},{"@id":381},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F#breadcrumb",{"@type":233,"@id":381,"itemListElement":383},[384,385,388],{"@type":236,"position":237,"name":238,"item":239},{"@type":236,"position":241,"name":386,"item":387},"Blog","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":236,"position":389,"name":14},3,{"@type":243,"@id":228,"url":239,"name":202,"description":50,"publisher":391,"inLanguage":190,"potentialAction":392},{"@id":245},{"@type":247,"target":393,"query-input":251},{"@type":249,"urlTemplate":250},{"@type":253,"@id":245,"name":202,"url":239,"logo":395,"image":260,"sameAs":396,"@context":265,"email":266,"foundingDate":267,"legalName":268,"vatID":269,"description":270,"telephone":271,"address":397,"location":398,"areaServed":408},{"@type":255,"inLanguage":190,"@id":256,"url":257,"contentUrl":257,"width":258,"height":259,"caption":202},[262,263,264],{"@type":273,"streetAddress":274,"addressLocality":275,"addressRegion":276,"postalCode":277,"addressCountry":278},[399,402,405],{"@type":281,"name":282,"geo":400,"address":401,"photo":260,"telephone":288},{"@type":284,"latitude":285,"longitude":286},{"@type":273,"streetAddress":274,"addressLocality":275,"addressRegion":276,"postalCode":277,"addressCountry":278},{"@type":281,"name":290,"geo":403,"address":404,"photo":299,"telephone":300},{"@type":284,"latitude":292,"longitude":293},{"@type":273,"streetAddress":295,"addressLocality":296,"addressRegion":297,"postalCode":298,"addressCountry":278},{"@type":281,"name":302,"geo":406,"address":407},{"@type":284,"latitude":304,"longitude":305},{"@type":273,"streetAddress":307,"addressLocality":308,"addressRegion":309,"postalCode":310,"addressCountry":311},[409,410,411],{"@type":314,"name":315},{"@type":314,"name":317},{"@type":314,"name":311},{"self":413,"collection":418,"about":421,"wp:post_type":424,"curies":427},[414],{"href":415,"targetHints":416},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections\u002F128",{"allow":417},[325],[419],{"href":420},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections",[422],{"href":423},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcollections",[425],{"href":426},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?collections=128",[428],{"name":345,"href":346,"templated":32},[],[431,433,434,435],{"path":432,"name":238},"\u002F",{"path":123,"name":386},{"path":137,"name":62},{"path":436,"name":33},null,[438],{"id":10,"name":62,"path":137},{"title":440,"script":441,"meta":513,"link":543},"BrightonSEO: Our round-up from April 2024 | Impression",[442],{"type":443,"key":444,"innerHTML":445},"application\u002Fld+json","yoast-json-ld",{"@context":222,"@graph":446},[447,464,472,475,482,486,504],{"@type":448,"@id":449,"isPartOf":450,"author":452,"headline":33,"datePublished":454,"dateModified":455,"mainEntityOfPage":456,"wordCount":457,"publisher":458,"image":460,"thumbnailUrl":462,"articleSection":463,"inLanguage":190},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-our-round-up-from-april-2024\u002F#article",{"@id":451},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-our-round-up-from-april-2024\u002F",{"name":38,"@id":453},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F3415598c5452865658c08ec108bae456","2024-05-14T09:50:43+00:00","2024-05-14T16:15:38+00:00",{"@id":451},2426,{"@id":459},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":461},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-our-round-up-from-april-2024\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fmarkus-leo-7LvzljZb9_Q-unsplash.jpg?auto=compress%2Cformat&q=90",[62],{"@type":465,"@id":451,"url":451,"name":440,"isPartOf":466,"primaryImageOfPage":467,"image":468,"thumbnailUrl":462,"datePublished":454,"dateModified":455,"description":469,"breadcrumb":470,"inLanguage":231},"WebPage",{"@id":228},{"@id":461},{"@id":461},"In this blog, we will be exploring 6 talks we attended at BrightonSEO ranging from SEO, PPC, Content, and more, and providing key takeaways",{"@id":471},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fbrightonseo-our-round-up-from-april-2024\u002F#breadcrumb",{"@type":255,"inLanguage":190,"@id":461,"url":462,"contentUrl":462,"width":473,"height":474},2400,1602,{"@type":233,"@id":471,"itemListElement":476},[477,478,479,480],{"@type":236,"position":237,"name":238,"item":239},{"@type":236,"position":241,"name":386,"item":387},{"@type":236,"position":389,"name":62,"item":226},{"@type":236,"position":481,"name":33},4,{"@type":243,"@id":228,"url":239,"name":202,"description":50,"publisher":483,"inLanguage":190,"potentialAction":484},{"@id":245},{"@type":247,"target":485,"query-input":251},{"@type":249,"urlTemplate":250},{"@type":253,"@id":245,"name":202,"url":239,"logo":487,"image":260,"sameAs":488,"@context":265,"email":266,"foundingDate":267,"legalName":268,"vatID":269,"description":270,"telephone":271,"address":489,"location":490,"areaServed":500},{"@type":255,"inLanguage":190,"@id":256,"url":257,"contentUrl":257,"width":258,"height":259,"caption":202},[262,263,264],{"@type":273,"streetAddress":274,"addressLocality":275,"addressRegion":276,"postalCode":277,"addressCountry":278},[491,494,497],{"@type":281,"name":282,"geo":492,"address":493,"photo":260,"telephone":288},{"@type":284,"latitude":285,"longitude":286},{"@type":273,"streetAddress":274,"addressLocality":275,"addressRegion":276,"postalCode":277,"addressCountry":278},{"@type":281,"name":290,"geo":495,"address":496,"photo":299,"telephone":300},{"@type":284,"latitude":292,"longitude":293},{"@type":273,"streetAddress":295,"addressLocality":296,"addressRegion":297,"postalCode":298,"addressCountry":278},{"@type":281,"name":302,"geo":498,"address":499},{"@type":284,"latitude":304,"longitude":305},{"@type":273,"streetAddress":307,"addressLocality":308,"addressRegion":309,"postalCode":310,"addressCountry":311},[501,502,503],{"@type":314,"name":315},{"@type":314,"name":317},{"@type":314,"name":311},{"@type":505,"@id":506,"name":38,"image":507,"description":40,"sameAs":510,"url":512},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F3415598c5452865658c08ec108bae456",{"@type":255,"inLanguage":190,"@id":508,"url":509,"contentUrl":509,"caption":38},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96c877644ff9ddf863928733ae86af7666","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",[511],"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fmatthewaahern\u002F","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F",[514,515,516,518,519,520,521,522,523,526,528,530,532,533,534,535,537,538,540,542],{"name":180,"content":469},{"name":183,"content":184},{"property":189,"content":517},"en_GB",{"property":192,"content":193},{"property":195,"content":440},{"property":197,"content":469},{"property":199,"content":451},{"property":201,"content":202},{"property":524,"content":525},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":527,"content":454},"article:published_time",{"property":529,"content":455},"article:modified_time",{"property":204,"content":531},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fopen-graph-brightonseo-round-up-2024-april.png?auto=compress%2Cformat&q=90",{"property":207,"content":208},{"property":210,"content":211},{"property":213,"content":73},{"name":536,"content":38},"author",{"name":216,"content":217},{"name":539,"content":531},"twitter:image",{"name":541,"content":220},"twitter:creator",{"name":219,"content":220},[]]