[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fcan-mmm-prove-the-value-of-lmms":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":13,"coauthors":14,"class_list":17,"acf":28,"head_links":567,"breadcrumbs":568,"reading_minutes":218,"category":576,"head":580},"2026-04-13T16:04:58",{"rendered":6},"\n\u003Cp style=\"font-size:20px\">\u003Cstrong style=\"color:#107de8\">LLMs (Large Language Models) have quickly become a significant influence on a customer’s journey, and all signs point to this influence only increasing.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Even before we consider \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">how to influence visibility across AI search\u003C\u002Fa>, the first question we have to ask ourselves is: How do we measure the impact LLMs have on top-line results?\u003C\u002Fp>\n\n\n\n\u003Cp>The challenge here lies in how LLMs function for users and how marketers need to change the mental model they adopted from traditional search. Beyond being productivity tools, AI assistants aid the discovery of information, typically within their own UIs. This differs from traditional search engines as, although they also aid discovery, their primary mechanism to do this is by referring users, i.e. via clicks, across the web. \u003C\u002Fp>\n\n\n\n\u003Cp>This key difference highlights that referring users are a secondary consideration for LLMs, which explains why only a small proportion of prompts actually result in a click. \u003C\u002Fp>\n\n\n\n\u003Cp>Enter: Zero-click search, where, at its worst,\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fblog\u002Fgoogle-ai-mode-seo-impact\"> SEMrush estimates that ~93% of Google AI mode searches do not end in a click\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Even if we remain focused on prompts that result in a click, this still inevitably underestimates their true contribution. Since LLMs are often used at the start of a conversion journey, last-click attribution models will fail to pick up their commercial value. Additionally, cookie-based tracking is never perfect, meaning Analytics platforms will miss some referring users due to cookie consent settings.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite the above, these considerations shouldn’t question the value LLMs have on your brand visibility. Rather, they force us to change the KPI and how we measure their impact. Even without looking at industry reports, we know there’s more to LLMs than just clicks.\u003C\u002Fp>\n\n\n\n\u003Cp>So, how can we measure the true impact of LLMs, beyond the click?\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-can-mmm-help-find-the-answer\">How can MMM help find the answer?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#limited-unpredictable-historical-data\">Limited & unpredictable historical data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#lack-of-first-party-data-sources\">Lack of first-party data sources\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#missing-first-party-impression-data\">Missing first-party impression data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-alternative-metrics-are-available-to-represent-llm-influence-in-an-mmm\">What alternative metrics are available to represent LLM influence in an MMM?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#log-files\">Log files\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#prompt-tracking\">Prompt tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#database-tracking\">Database tracking\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\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\" class=\"wp-block-heading\" id=\"how-can-mmm-help-find-the-answer\">How can MMM help find the answer?\u003C\u002Fh2>\n\n\n\n\u003Cp>Over time,\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\"> Media Mix Modelling (MMM)\u003C\u002Fa> could be an ideal tool for understanding the impact LLMs have on your marketing investment. \u003C\u002Fp>\n\n\n\n\u003Cp>Through MMM, you can identify long-term historical patterns and use them to estimate total contribution, even without a direct click path. By modelling the LLM activity as a key marketing input alongside traditional channels, MMM can detect correlations with overall business outcomes that direct click-based tracking misses.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"blog-img has-white-background-color has-background\">\u003Cstrong style=\"font-size:1.3rem\">💡 Learn more about Media Mix Modelling\u003C\u002Fstrong>\u003Cbr>MMM is becoming an increasingly important tool for measuring marketing activity, not just for LLMs as discussed here. If you haven’t come across them before, take a look at \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-media-effectiveness-measurement\u002F\">our beginner’s guide to Media Mix Modelling\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>On the face of it, then, an MMM \u003Cem>could\u003C\u002Fem> be exactly what’s required based on the problem outlined earlier. However, there are some considerations to bear in mind when thinking about using an LLM to understand LLM performance. These factors relate to user adoption, where the industry is now, and to the new technologies that still need to emerge to increase our data maturity.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"limited-unpredictable-historical-data\">\u003Cstrong>Limited & unpredictable historical data\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>MMMs typically require at least 3 years of data to analyse correlations effectively. That means the volume of historical data for LLMs will be low since it’s still a relatively new medium. Certainly, how users have been using this technology to discover brands is younger than 3 years at the time of writing this article.\u003C\u002Fp>\n\n\n\n\u003Cp>Furthermore, AI adoption has been growing exponentially, as MMMs perform best with consistent and long-term data to iron out anomalies. This rapid rate of change and uptake will make modelling more challenging.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"lack-of-first-party-data-sources\">\u003Cstrong>Lack of first-party data sources\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bing.com\u002Fwebmasters\u002Fhelp\u002Fai-performance-9f8e7d6c\">Bing Webmaster Tools’ launch of its AI Performance report\u003C\u002Fa> was an industry-first and a welcome addition that helps marketers better understand their LLM performance. Though undoubtedly useful, we need to consider:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>There are more AI assistants within the LLM ecosystem than just CoPilot.\u003C\u002Fli>\n\n\n\n\u003Cli>CoPilot’s lower market share compared to other LLMs, and how this data alone under-represents total LLM visibility.\u003C\u002Fli>\n\n\n\n\u003Cli>Even with Bing Webmaster Tools launching a report of this nature, marketers require deeper insights beyond its citation data to understand audience behaviour, demand, and corresponding brand visibility (see \u003Cstrong>Missing first-party impression data \u003C\u002Fstrong>below). \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Though this is an encouraging step in the right direction, what’s required are similar (and more developed) reports from other AI assistants. In particular, Google is under scrutiny due to its market dominance. Though these reports are “available” within Google Search Console, the data from AI Overviews and AI Mode is currently hidden alongside\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F7042828#ai-mode&zippy=%2Ct\"> other result types\u003C\u002Fa> from Google Search.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"missing-first-party-impression-data\">\u003Cstrong>Missing first-party impression data\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Closely linked to our lack of first-party data sources, missing impression data further complicates the use of MMM to demonstrate the commercial value of LLMs. \u003C\u002Fp>\n\n\n\n\u003Cp>In place of low referral sessions, it’s this type of demand information and how it relates to prompts, topics and entities that can potentially hold the key. Impression data will be larger in scale and allow us to derive more meaningful brand visibility information to feed into an MMM. In turn, this will allow us to better represent LLM’s share of your media mix in a more proportional way.\u003C\u002Fp>\n\n\n\n\u003Cp>Taking these limitations into consideration, we must consider alternative metrics and data.\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\" class=\"wp-block-heading\" id=\"what-alternative-metrics-are-available-to-represent-llm-influence-in-an-mmm\">What alternative metrics are available to represent LLM influence in an MMM?\u003C\u002Fh2>\n\n\n\n\u003Cp>Let us be clear: Despite the limitations we discussed above, you \u003Cem>can\u003C\u002Fem> use referral sessions from an LLM recorded by your Analytics platform within an MMM. Due to the metric’s first-party availability, this is likely the easiest solution. However, that doesn’t mean it’s the \u003Cem>best\u003C\u002Fem> option or the most representative option. \u003C\u002Fp>\n\n\n\n\u003Cp>Instead, we can combine the following metrics with careful modelling techniques, leveraging our understanding of the LLM landscape to turn the data we have into a suitable proxy metric for an MMM.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"log-files\">\u003Cstrong>Log files\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Where referral sessions may under-represent LLMs’ influence on your media mix, a suitable alternative that still leverages first-party data can be log files. Though historically used to understand how search engines crawl your site, we can also use log files as a proxy for AI website visibility.\u003C\u002Fp>\n\n\n\n\u003Cp>This is achieved by filtering down to specific LLM user-agents, where we can even see how content is used for model training, retrieval-augmented generation (RAG), and real-time user responses.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"886\" height=\"504\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Flog-file-analyser-screaming-frog.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38151\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Cstrong>\u003Cem>Screenshot of Screaming Frog’s\u003C\u002Fem>\u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.screamingfrog.co.uk\u002Flog-file-analyser\u002Ftutorials\u002Fmonitor-ai-bots-in-the-log-file-analyser\u002F\">\u003Cstrong>\u003Cem> Log File Analyser\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The frequency of bot hits over time then highlights how often your site is served across LLMs, providing a larger, more representative picture of visibility beyond clicks.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"prompt-tracking\">\u003Cstrong>Prompt tracking\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>At Impression, we use\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fotterly.ai\"> \u003Cstrong>Otterly.ai\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong> \u003C\u002Fstrong>to track prompts, enabling us to monitor brand mentions and citations over time. \u003Cbr>This solution allows us to create a prompt portfolio that represents a brand’s visibility across the entire LLM ecosystem. Their algorithm for estimating\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fotterly.ai\u002Fblog\u002Fintent-volume\u002F\"> the volume behind a prompt’s intent\u003C\u002Fa> also provides an indication of impression share, which is critical for an MMM.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1658\" height=\"404\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fprompt-tracking.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38155\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>There are some caveats with the data tracking we need to be aware of when using an AI analytics solution like Otterly: \u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Tracking only starts when you onboard onto the platform. For the data to be useful within MMM, we need time to record high-quality historical data.\u003C\u002Fli>\n\n\n\n\u003Cli>It’s contingent on synthetic prompts that you need to govern and update. The number of synthetic prompts tracked must also be substantial to derive meaningful insights from the data. Research is therefore required to ensure these resemble field prompts as closely as possible, and additional budget may be required to ensure they are exhaustive in capturing what your brand is relevant for across your owned media based on conversational topics and intents.\u003C\u002Fli>\n\n\n\n\u003Cli>Related to the above, be also wary of the limitations of AI prompt tracking, as\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsparktoro.com\u002Fblog\u002Fnew-research-ais-are-highly-inconsistent-when-recommending-brands-or-products-marketers-should-take-care-when-tracking-ai-visibility\u002F\"> results are inherently inconsistent\u003C\u002Fa> and non-deterministic. We’re also not looking at “rankings” here, as these don’t exist in the world of LLM visibility. Rather, we’re focusing on % visibility according to topic demand.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>However, if historical data is collected and you’re tracking substantial prompts that are representative of your brand, and how it can be discovered, this solution can avoid many of the limitations discussed earlier in the article when creating your model.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"database-tracking\">\u003Cstrong>Database tracking\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>To supplement our prompt tracking, we also use Ahrefs’s\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002Fbrand-radar\"> Brand Radar\u003C\u002Fa>, which provides access to a broader database of prompts\u003Cstrong>. \u003C\u002Fstrong>This helps reduce reliance on synthetic prompts by leveraging Ahrefs’ AI visibility database, which contains 353m+ search-backed prompts across all AI assistants. Opting for this database approach is arguably a more efficient way to capture a more accurate picture of your true visibility, as prompt tracking is prone to missing topical gaps.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1534\" height=\"332\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fdatabase-tracking.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38153\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>A similar shortfall regarding historical data applies here, too: Brand Radar only began tracking in mid-2025. As we know, more data is preferable, but this will become less of an issue over time.\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\" class=\"wp-block-heading\" id=\"final-thoughts\">\u003Cstrong>Final thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>To wrap up, here are some things to remember when interpreting the results your MMM gives you.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>MMMs Look Backward, Not Forward:\u003C\u002Fstrong> MMMs aren’t sentient; they don’t have foresight regarding the predicted growth of LLMs. Just because an MMM can’t pick up a massive contribution \u003Cem>yet\u003C\u002Fem> doesn’t mean the channel isn’t worth pursuing. This applies to all channels, but it’s heightened here for LLMs. A channel that isn’t showing a good return now doesn’t mean it never will.\u003C\u002Fp>\n\n\n\n\u003Cp>Be mindful of your \u003Cstrong>confidence intervals:\u003C\u002Fstrong> Given that LLMs are a relatively new marketing tool, the limited historical data means an MMM will likely be less “confident” in its results. Especially when comparing LLM influence with more established channels. Don’t let this scare you! Just keep this margin of error in mind when planning strategies and rerun your MMM at regular intervals. Very soon, we will have enough data spanning several years to make this no longer an issue.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite these words of caution, it’s clear that LLMs aren’t going away soon. Putting in place measurement frameworks and experimenting with approaches now will mean your\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\"> GEO\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> activity is ready for the future. \u003C\u002Fp>\n\n\n\n\u003Cp>Critically, it also means this activity is prepared to secure continued buy-in from your stakeholders.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\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>\n\n\n\u003Cp>\u003C\u002Fp>\n",false,"standard",[10,11,12],323,41,1,[],[15,16],183,143,[18,19,20,21,22,23,24,25,26,27],"post-38137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-measurement","category-seo",{"page_content_modules":29,"hero":214},[30,171],{"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,"Beyond the click: Can you use MMM to prove the value of LLMs?",[35,117],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},77,"\u002Fabout\u002Four-team\u002Falex-howat\u002F","Alex Howat","Associate Consultant (Media Solutions)","I'm part of the growing Media Solutions team here at Impression, where I dive into all manner of clients reports and tracking implementations.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.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":62},"\u003Cp>Associate Consultant (Media Solutions). Joined Impression in June 2021.\u003C\u002Fp>\n\u003Cp>I’ve been working in digital marketing since 2016, starting out in paid media. Within a few years I grew to lead the team and become a part of the senior management team, it was during this time that I had the chance to lead on wider projects that involved SEO and CRO. I came to realise that my passion was in the data and reporting side of digital and so I looked to explore a new opportunity that would allow me to do more of what I loved.\u003C\u002Fp>\n\u003Cp>At Impression, my day to day sees me modifying and designing new templates for client reports, setting up and maintaining tracking capabilities for our clients and reviewing many analytics accounts. I also work very closely with our data warehousing partner.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Working on a big charity Analytics project – the \u003Ca href=\"https:\u002F\u002Fwww.charitycomms.org.uk\u002Fdigital-benchmark\">Digital Benchmark\u003C\u002Fa> and my Masters in Maths.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I like to cycle, watch racing cars and listen to music.\u003C\u002Fp>\n",[45],{"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},17552,"98","2022-05-27 14:20:35","","Media Solutions","publish","closed","media-solutions","2026-09-25 09:15:12",0,"\u002F?page_id=17552","page","0","raw","\u002Fmedia-solutions\u002F",{"ID":63,"id":63,"title":64,"filename":65,"filesize":56,"url":66,"link":67,"alt":50,"author":68,"description":50,"caption":50,"name":69,"status":70,"uploaded_to":56,"date":71,"modified":71,"menu_order":56,"mime_type":72,"type":73,"subtype":74,"icon":75,"width":76,"height":77,"sizes":78},7455,"Alex-Howat","kMgPqCLz-Alex-Howat.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress%2Cformat&q=90","\u002Falex-howat\u002F","12","alex-howat","inherit","2021-06-29 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Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":125,"job_title":121,"specialist_service_links":126,"photo":145},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[127,136],{"page":128,"link_text":131},{"ID":129,"post_author":48,"post_date":130,"post_date_gmt":130,"post_content":50,"post_title":131,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":132,"to_ping":50,"pinged":50,"post_modified":133,"post_modified_gmt":133,"post_content_filtered":50,"post_parent":56,"guid":134,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":135},35,"2020-03-12 15:02:03","SEO","seo","2026-09-10 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more posts","See all articles","\u002Fblog\u002F",[178,191,200],{"type_key":19,"title":179,"excerpt":180,"to":181,"postedAt":182,"readingTime":183,"image":184,"authors":185,"category":189},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[186],{"name":187,"image":188},"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":190,"name":131},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":19,"title":192,"excerpt":193,"to":194,"postedAt":195,"readingTime":183,"image":196,"authors":197,"category":199},"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","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",[198],{"name":187,"image":188},{"to":190,"name":131},{"type_key":19,"title":201,"excerpt":202,"to":203,"postedAt":204,"readingTime":205,"image":206,"authors":207,"category":211},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. 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