[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-top-tips":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":443,"breadcrumbs":444,"reading_minutes":177,"category":451,"head":453},"2014-09-15T14:34:38",{"rendered":6},"\u003Cp>BrightonSEO has come and gone again. As sites across the web rush to publish roundups of the speakers’ slide decks, we thought we’d rather share with the industry the top 10 takeaways that we took from the final session of the day.\u003C\u002Fp>\n\u003Cp>\u003Cb>Aaron Friedman (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FAaronFriedman\">@AaronFriedman\u003C\u002Fa>) & Shelli Walsh (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fshelliwalsh\">@ShelliWalsh\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Create data from data. Make infographics by combining data from many different sources into one place and visualising the results. There are very few new id  eas, so combine two old ideas together instead. A great way to do this is to use an ideas wall.\u003C\u002Fp>\n\u003Cp>\u003Cb>John Hutson (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fjohnhutson\">@johnhutson\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Don’t just create content for the sake of it – make sure you add context. Don’t be afraid to comment on the sector that you work in either, it garners trust. Talk about your industry as a whole and consumers will see you as more than just a neutral brand.\u003C\u002Fp>\n\u003Cp>\u003Cb>Lukas Zelezny (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FLukaszZelezny\">@LukaszZelezny\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>To deliver a quick traffic uplift at the start of a project, combine landing page and assumed referring keywords data (i.e. from Search Metrics or similar) and optimise those landing pages for those keywords\u002Ftopics. Ensure there’s a relevant landing page for all of these referring keywords.\u003C\u002Fp>\n\u003Cp>\u003Cb>Gisele Navarro (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FichbinGisele\">@ichbinGisele\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Link building and PR follow ups can deliver great results, however people often either simply forward an email or just send a new email about the same subject when chasing a contact. Be inventive and play with your follow up emails instead – like changing the subject heading. But don’t follow up more than once.\u003C\u002Fp>\n\u003Cp>\u003Cb>Kirsty Hulse (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FKirsty_Hulse\">@Kirsty_Hulse\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Always test your content. Use a service such as feedback army for really cheap feedback on your ideas.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1133\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F03\u002FgjifbhQ5-Screen-Shot-2014-09-15-at-17.14.52.png?auto=compress%2Cformat&q=90\" alt=\"#BrightonSEO\" width=\"808\" height=\"570\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cb>Ian Miller (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fmillerian\">@millerian\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Understand that there’s no such thing as a free link – it’s still a transaction of sorts. There’s still a cost to it, whether it’s in the form of a paid link or through PR and content marketing, and that should always be kept in mind.\u003C\u002Fp>\n\u003Cp>\u003Cb>Matthew Brown (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FMatthewJBrown\">@MatthewJBrown\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Remember that you actually need only a very small number of citations in the right local directories in order to list well locally on Google now – target a very small number of citations to rank highly in local SERPs.\u003C\u002Fp>\n\u003Cp>\u003Cb>Dipesh Pattni (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FDipesh_Mode\">@Dipesh_Mode\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>For your next infographic, use a survey service\u002Fcompany. Collate more than 2,000 respondents and it becomes newsworthy… then you can use it for PR too.\u003C\u002Fp>\n\u003Cp>\u003Cb>Andy Miller (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fandyjm101\">@andyjm101\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Go into Google Analytics and check out your content URLs. Strip the extra variables off the end so that the URLs make reporting a lot tidier. You can then group content URLs in content groups in order to analyse SEO performance and prove ROI.\u003C\u002Fp>\n\u003Cp>\u003Cb>Gary Moyle (\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FGaryMoyle\">@garymoyle\u003C\u002Fa>)\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>Think beyond the top ten of Google rankings. Make sure you understand your own click-through-rates and think about how you can elevate content in order to make more pages relevant for the things people are searching for. For retailers, try a rule-based solution for deeper pages (i.e. at Impression we usually use “Product Name | Category | Brand name”) and then manually optimise important pages.\u003C\u002Fp>\n\u003Cp>We really liked what we heard at the conference. A lot of consolidation of cutting edge industry news and a good handful of new ideas too. If you missed out and want to know more, just leave us a comment below!\u003C\u002Fp>\n\u003Cp>To view the full collection of speaker decks, \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.brightonseo.com\u002Fspeaker-decks-2014\u002F\">click here\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],146,[19,20,21,22,23,24,25,26,27],"post-2361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-brighton-seo",{"page_content_modules":29,"hero":173},[30,129],{"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 top tips session roundup",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},70,"\u002Fabout\u002Four-team\u002Ftom-craig\u002F","Tom Craig","Chief Operations Officer","Co-founder of Impression. I oversee the operational side of the business, ensuring we deliver first-class work and impressive results for our clients.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":43,"job_title":39,"specialist_service_links":44,"photo":73},"\u003Cp>Chief Operations Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I started my career in internal systems development at a global engineering consultancy. This is where I learnt to code in a professional environment, having previously only built websites as a hobby. After four years in this role, I decided to pursue further education and studied at the University of Leeds. My next role was a digital marketing manager for a fast-growth cleantech company in Nottingham. Both the company and my responsibilities grew, and I held the position as Head of Marketing for 3 years, before leaving to co-found Impression. My role has evolved every year at Impression as the agency has grown and we’ve realigned responsibilities along the way, but it’s safe to say that I’ve worked in all areas of the business over the years.\u003C\u002Fp>\n\u003Cp>Day to day, Aaron and Mikey and I work closely to ensure we’re leading the agency forwards within our respective remits; performance, commercial and operations. I work closely with the management team, helping to ensure we’re all aligned in achieving our objectives. Much of my day is spent speaking with the team, where I work to improve systems and processes, and preempt future operational challenges. I really enjoy all aspects of planning and can easily get lost in a complex spreadsheet, but I work hard to ensure I stay in the big picture to provide the team the support they need to do the best job they can.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nIt has to be our baby boy!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nSkiing is number one, but when I can’t do that I enjoy cycling, swimming, playing tennis and squash, listening to music, (occasionally) playing guitar, cooking and seeing friends and family.\u003C\u002Fp>\n",[45,62],{"page":46,"link_text":51},{"ID":47,"post_author":48,"post_date":49,"post_date_gmt":49,"post_content":50,"post_title":51,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":54,"to_ping":50,"pinged":50,"post_modified":55,"post_modified_gmt":55,"post_content_filtered":50,"post_parent":56,"guid":57,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":61},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":63,"link_text":72},{"ID":64,"post_author":48,"post_date":65,"post_date_gmt":65,"post_content":50,"post_title":66,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":67,"to_ping":50,"pinged":50,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":50,"post_parent":69,"guid":70,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":71},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F","Strategy",{"ID":74,"id":74,"title":75,"filename":76,"filesize":77,"url":78,"link":79,"alt":50,"author":80,"description":50,"caption":50,"name":81,"status":82,"uploaded_to":56,"date":83,"modified":83,"menu_order":56,"mime_type":84,"type":85,"subtype":86,"icon":87,"width":88,"height":89,"sizes":90},24283,"Tom-Craig-new-2023","Tom-Craig-new-2023.png",397051,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&q=90","\u002Ftom-craig-new-2023\u002F","12","tom-craig-new-2023","inherit","2023-08-02 10:41:27","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":91,"thumbnail-width":92,"thumbnail-height":92,"medium":93,"medium-width":94,"medium-height":95,"medium_large":96,"medium_large-width":97,"medium_large-height":98,"large":99,"large-width":100,"large-height":101,"1536x1536":102,"1536x1536-width":103,"1536x1536-height":104,"2048x2048":105,"2048x2048-width":106,"2048x2048-height":107,"post-thumbnail":108,"post-thumbnail-width":109,"post-thumbnail-height":110,"12_col":111,"12_col-width":112,"12_col-height":113,"default_landscape":114,"default_landscape-width":115,"default_landscape-height":89,"default_portrait":116,"default_portrait-width":89,"default_portrait-height":115,"6_col_and_margin_short":117,"6_col_and_margin_short-width":109,"6_col_and_margin_short-height":113,"11_col_and_margin":118,"11_col_and_margin-width":119,"11_col_and_margin-height":113,"9_col_rectangle":120,"9_col_rectangle-width":121,"9_col_rectangle-height":122,"11_col":123,"11_col-width":124,"11_col-height":113,"staff_image_696_600":125,"staff_image_696_600-width":88,"staff_image_696_600-height":89,"rectangular_thumbnail":126,"rectangular_thumbnail-width":127,"rectangular_thumbnail-height":128},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":130,"reduced":32,"top_overlap":131,"bottom_underlap":131,"disable_observer":-1,"heading":132,"cta_text":133,"cta_link":134,"items":135},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[136,149,158],{"type_key":20,"title":137,"excerpt":138,"to":139,"postedAt":140,"readingTime":141,"image":142,"authors":143,"category":147},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[144],{"name":145,"image":146},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":148,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":141,"image":154,"authors":155,"category":157},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[156],{"name":145,"image":146},{"to":148,"name":51},{"type_key":20,"title":159,"excerpt":160,"to":161,"postedAt":162,"readingTime":163,"image":164,"authors":165,"category":172},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[166,169],{"name":167,"image":168},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":170,"image":171},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":148,"name":51},{"type":174,"style":175,"heading":33,"date":4,"updatedAt":176,"reading_minutes":177,"image":178,"imageAlt":33,"categories":179,"collections":362},"blog-post","light","2022-02-07T16:48:46",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FUXJIQvDF-050720211625528024_hero.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[180],{"id":10,"count":181,"description":182,"link":148,"name":51,"slug":54,"taxonomy":183,"parent":56,"meta":184,"acf":185,"head_links":186,"resource_count":187,"yoast_title":188,"yoast_meta":189,"yoast_json_ld":234,"_links":331,"path":148},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[190,192,195,198,201,204,207,209,211,213,216,219,222,225,228,231],{"property":191,"content":188},"title",{"property":193,"content":194},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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