[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fclaudia-higgins-brighton-seo-2017":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":27,"head_links":430,"breadcrumbs":431,"reading_minutes":168,"category":438,"head":440},"2017-04-07T10:15:17",{"rendered":6},"\u003Cp>Claudia is the natural search insight and technology manager at Argos. For her talk at Brighton SEO 2017, she discussed how to get more out of the data that’s available for free. To start things off, she recommended some key SEO tools that are available for free across the web.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"free-tools\">Free Tools\u003C\u002Fh2>\n\u003Ch3 id=\"keywords-everywhere\">Keywords Everywhere\u003C\u002Fh3>\n\u003Cp>She started by introducing \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fkeywordseverywhere.com\u002F\">Keywords Everywhere\u003C\u002Fa> – a Chrome\u002FFirefox plugin that allows you visualise keyword data within search engines, or anywhere keywords present themselves, including Search Console, Moz, SEMRush etc. Keyword data presented includes PPC data and competition data.\u003C\u002Fp>\n\u003Ch3 id=\"moz-tools\">\u003Cstrong>Moz Tools \u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>Claudia then went on to recommend MozBar for the breadth and depth of features it provides, including domain authority, metadata visualisation and where the internal, external, followed and no-followed links are found on your page.\u003C\u002Fp>\n\u003Ch3 id=\"mozcast\">\u003Cstrong>MozCast\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>A great tool to “keep an eye of stuff”. MozCast does nothing tangible for your website, rather, it lets you visualise turbulence in Google’s SERP landscape.\u003C\u002Fp>\n\u003Ch3 id=\"search-console\">\u003Cstrong>Search Console\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>Owned by Google, Search Console is a great tool, especially for its search analytics feature. While the data is only available for the past 30 days, once you collect this data (via APIs), it can become immensely powerful.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"external-factors\">External Factors\u003C\u002Fh2>\n\u003Cp>Claudia urges SEOs to take a step back and take a look at the wider picture, i.e. what are the external factors that influence a user’s search behaviour? Essentially, what happens in real life can influence our online behaviour. Claudia uses the examples of weather and the influence it specifically has online. For example, during a sunny day, it would be perfectly normal for engagement to increase for BBQs while on a nice day with drizzle, it would also be normal for engagement across Gazebos to increase.\u003C\u002Fp>\n\u003Ch3 id=\"events\">Events\u003C\u002Fh3>\n\u003Cp>Events can also affect user behaviour, events like the Easter weekend, Mother’s Day, EU referendum etc. Anything that’s a significant social event can influence online behaviour. Understanding, for example, that the World Cup is coming up can be really useful in order to allow you to prepare your landing pages around HD-ready, larger televisions.\u003C\u002Fp>\n\u003Ch3 id=\"trends\">Trends\u003C\u002Fh3>\n\u003Cp>Like events, trends can also influence search behaviour. For example, Claudia suddenly found that around July 2016, there were more sales of Argos’ Nintendo DS products. Whilst it was very confusing at first – especially with the console already being around for years – it was the prevalence of PokemonGO that was responsible for this shift. So, if you’re not sure why a certain product has seen an uplift in sales (aside from ranking influence), consider trends. If you’re wondering whether a certain trend around a product is occuring, search the related keyword and Twitter to work out whether there’s hastag around a top-selling product of yours.\u003C\u002Fp>\n\u003Cp>To finish her second segment, Claudia closes on pay day and the real effect this always has on eCommerce stores.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"mixing-metrics\">Mixing Metrics\u003C\u002Fh2>\n\u003Cp>Claudia then moved onto the notion of “mixing metrics”, similar to mixing colours, and how overlaying metrics can give you data more dimensions and power. She defines “Primary Metrics”, like primary colours, to be things like clicks and impressions – factors that cannot be influenced by any other metrics. Secondary metrics were defined to be metrics that were combined with others, for example, conversion rate that is calculated by dividing your amount of sessions with transactions.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"learn-excel\">Learn Excel\u003C\u002Fh2>\n\u003Cp>Claudia finishes her talk urging people to learn Microsoft Excel. Nothing else will give your data as much power as spreadsheets do. If you think you know excel, go back and learn more about it. It’s absolutely fundamental in order to allow you to manipulate and present different datasets. For instance, “=vlookup” and “=sumifs” are particularly useful.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],143,[19,20,21,22,23,24,25,26],"post-3025","post","type-post","status-publish","format-standard","hentry","category-seo","collections-brighton-seo",{"page_content_modules":28,"hero":164},[29,126],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"BrightonSEO: Claudia Higgins – Getting the most out of the SEO data you can get for free",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":42,"job_title":38,"specialist_service_links":43,"photo":70},"\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",[44,61],{"page":45,"link_text":50},{"ID":46,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":55,"post_type":57,"post_mime_type":49,"comment_count":58,"filter":59,"url_path":60},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":62,"link_text":65},{"ID":63,"post_author":47,"post_date":64,"post_date_gmt":64,"post_content":49,"post_title":65,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":66,"to_ping":49,"pinged":49,"post_modified":67,"post_modified_gmt":67,"post_content_filtered":49,"post_parent":55,"guid":68,"menu_order":55,"post_type":57,"post_mime_type":49,"comment_count":58,"filter":59,"url_path":69},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-10-13 10:10:21","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":71,"id":71,"title":72,"filename":73,"filesize":74,"url":75,"link":76,"alt":49,"author":77,"description":49,"caption":49,"name":78,"status":79,"uploaded_to":55,"date":80,"modified":80,"menu_order":55,"mime_type":81,"type":82,"subtype":83,"icon":84,"width":85,"height":86,"sizes":87},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":88,"thumbnail-width":89,"thumbnail-height":89,"medium":90,"medium-width":91,"medium-height":92,"medium_large":93,"medium_large-width":94,"medium_large-height":95,"large":96,"large-width":97,"large-height":98,"1536x1536":99,"1536x1536-width":100,"1536x1536-height":101,"2048x2048":102,"2048x2048-width":103,"2048x2048-height":104,"post-thumbnail":105,"post-thumbnail-width":106,"post-thumbnail-height":107,"12_col":108,"12_col-width":109,"12_col-height":110,"default_landscape":111,"default_landscape-width":112,"default_landscape-height":86,"default_portrait":113,"default_portrait-width":86,"default_portrait-height":112,"6_col_and_margin_short":114,"6_col_and_margin_short-width":106,"6_col_and_margin_short-height":110,"11_col_and_margin":115,"11_col_and_margin-width":116,"11_col_and_margin-height":110,"9_col_rectangle":117,"9_col_rectangle-width":118,"9_col_rectangle-height":119,"11_col":120,"11_col-width":121,"11_col-height":110,"staff_image_696_600":122,"staff_image_696_600-width":85,"staff_image_696_600-height":86,"rectangular_thumbnail":123,"rectangular_thumbnail-width":124,"rectangular_thumbnail-height":125},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":127,"reduced":31,"top_overlap":128,"bottom_underlap":128,"disable_observer":-1,"heading":129,"cta_text":130,"cta_link":131,"items":132},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[133,146,155],{"type_key":20,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":144},"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",[141],{"name":142,"image":143},"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":145,"name":50},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":147,"excerpt":148,"to":149,"postedAt":150,"readingTime":138,"image":151,"authors":152,"category":154},"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",[153],{"name":142,"image":143},{"to":145,"name":50},{"type_key":20,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":138,"image":160,"authors":161,"category":163},"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",[162],{"name":142,"image":143},{"to":145,"name":50},{"type":165,"style":166,"heading":32,"date":4,"updatedAt":167,"reading_minutes":168,"image":49,"imageAlt":32,"categories":169,"collections":349},"blog-post","light","2022-02-07T16:48:39",3,[170],{"id":10,"count":171,"description":172,"link":145,"name":50,"slug":53,"taxonomy":173,"parent":55,"meta":174,"acf":175,"head_links":176,"resource_count":177,"yoast_title":178,"yoast_meta":179,"yoast_json_ld":224,"_links":321,"path":145},433,"\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",[],[],[],28,"SEO Blog | SEO Tips, Advice & Guides | Impression",[180,182,185,188,191,194,197,199,201,203,206,209,212,215,218,221],{"property":181,"content":178},"title",{"property":183,"content":184},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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