[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Ffinding-missing-traffic-opportunities":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":377,"breadcrumbs":378,"reading_minutes":195,"category":386,"head":388},"2012-10-15T16:31:47",{"rendered":6},"\u003Cp>Your website will be appearing in Google for all sorts of long-tail search terms. For companies with many hundreds – if not thousands of blog posts, having non-optimised and non-current blog posts and old articles, this missing traffic can amount to hundreds of visitors.\u003C\u002Fp>\n\u003Cp>36.4% of people searching in Google will click on the first result, and only 58.4% will look at results 4 onwards. An un-optimised page, even if it has the potential to rank well, will not do so unless some time is spent on it. Small on-page optimisations can see minor increases in Google search results, which will put you in the frame that a potential customer is likely to click on. The trick here is gradual improvement – otherwise what we’re discussing might take a lot of your time.\u003C\u002Fp>\n\u003Cp>To ensure you’re doing your best to get these additional prospects and customers on your website, log into your Google Analytics profile and check out your top landing pages.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" draggable=\"false\" alt=\"\" src=\"\u002Fwp-content\u002Fuploads\u002F2012\u002F10\u002FLanding-page-SEO1.png\" width=\"236\" height=\"187\" \u002F>\u003Cbr \u002F>\nSelect Landing Pages from the Content menu\u003C\u002Fp>\n\u003Cp>Use the Advanced Segments button at the top of the page to filter your traffic down to just organic visits.\u003C\u002Fp>\n\u003Cp>\u003Cimg decoding=\"async\" draggable=\"false\" alt=\"\" src=\"\u002Fwp-content\u002Fuploads\u002F2012\u002F10\u002Fadd-non-paid-search-segment1.png\" width=\"625\" height=\"308.531746031746\" \u002F>\u003Cbr \u002F>\nSelect non-paid organic traffic from the Advanced Segments menu in Analytics\u003C\u002Fp>\n\u003Cp>On your top landing page report, add a secondary dimension of ‘keywords’ so that you can see where your visitors are coming from.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" draggable=\"false\" alt=\"\" src=\"\u002Fwp-content\u002Fuploads\u002F2012\u002F10\u002Fadd-secondary-segment-keyword1.png\" width=\"397\" height=\"242\" \u002F>\u003Cbr \u002F>\nUse the Secondary Segment menu to add Keywords into the table, to view each landing page with each keyword that sends traffic to it\u003C\u002Fp>\n\u003Cp>Now you have this data, you can find the positions that you’re currently ranking for with these phrases. If there is scope for improvement in rankings, then there’s likely to be room for some on or off page SEO.\u003C\u002Fp>\n\u003Cp>Now you’re got a couple of pages with some opportunity to improve, and the focus keywords you’ve got the best chance of ranking well for, it’s time to work out what’s actually possible to achieve.\u003C\u002Fp>\n\u003Cp>\u003Cimg decoding=\"async\" draggable=\"false\" alt=\"\" src=\"\u002Fwp-content\u002Fuploads\u002F2012\u002F10\u002Fkeywords-to-search-for-number-one1.png\" width=\"625\" height=\"165.1062753036437\" \u002F>\u003Cbr \u002F>\nYou should now be able to identify the keywords where you are already performing well\u003C\u002Fp>\n\u003Cp>Here’s a quick check list that you should run through each page with;\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Adequate keyword usage in the webpage\u003C\u002Fli>\n\u003Cli>Keyword usage within the page title\u003C\u002Fli>\n\u003Cli>Canonical URL usage to avoid duplicate penalties\u003C\u002Fli>\n\u003Cli>Keyword usage within image alternative text\u003C\u002Fli>\n\u003Cli>Keyword usage in URL\u003C\u002Fli>\n\u003Cli>Keyword usage within H1 and H2 tags\u003C\u002Fli>\n\u003Cli>Keyword usage within bold, emphasised and italics within the page content\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>More resources will follow! I hope this helps.\u003C\u002Fp>\n\u003Cp>* Data from Optify, via http:\u002F\u002Fsearchenginewatch.com\u002Farticle\u002F2049695\u002FTop-Google-Result-Gets-36.4-of-Clicks-Study\u003C\u002Fp>\n",false,"standard",[10],1,[],[13],108,[15,16,17,18,19,20,21],"post-2299","post","type-post","status-publish","format-standard","hentry","category-seo",{"page_content_modules":23,"hero":191},[24,152],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"Quick wins: Finding missing traffic opportunities",[29],{"id":10,"path":30,"display_name":31,"job_title":32,"description":33,"avatar_url":34,"acf":35},"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","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",{"job_title":32,"full_bio":36,"specialist_service_links":37,"photo":96},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[38,55,67,77,87],{"page":39,"link_text":43},{"ID":13,"post_author":40,"post_date":41,"post_date_gmt":41,"post_content":42,"post_title":43,"post_excerpt":42,"post_status":44,"comment_status":45,"ping_status":45,"post_password":42,"post_name":46,"to_ping":42,"pinged":42,"post_modified":47,"post_modified_gmt":47,"post_content_filtered":42,"post_parent":48,"guid":49,"menu_order":50,"post_type":51,"post_mime_type":42,"comment_count":52,"filter":53,"url_path":54},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":56,"link_text":66},{"ID":57,"post_author":58,"post_date":59,"post_date_gmt":59,"post_content":42,"post_title":60,"post_excerpt":42,"post_status":44,"comment_status":45,"ping_status":45,"post_password":42,"post_name":61,"to_ping":42,"pinged":42,"post_modified":62,"post_modified_gmt":62,"post_content_filtered":42,"post_parent":63,"guid":64,"menu_order":50,"post_type":51,"post_mime_type":42,"comment_count":52,"filter":53,"url_path":65},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":68,"link_text":71},{"ID":69,"post_author":40,"post_date":70,"post_date_gmt":70,"post_content":42,"post_title":71,"post_excerpt":42,"post_status":44,"comment_status":45,"ping_status":45,"post_password":42,"post_name":72,"to_ping":42,"pinged":42,"post_modified":73,"post_modified_gmt":73,"post_content_filtered":42,"post_parent":74,"guid":75,"menu_order":50,"post_type":51,"post_mime_type":42,"comment_count":52,"filter":53,"url_path":76},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":78,"link_text":86},{"ID":79,"post_author":40,"post_date":80,"post_date_gmt":80,"post_content":42,"post_title":81,"post_excerpt":42,"post_status":44,"comment_status":45,"ping_status":45,"post_password":42,"post_name":82,"to_ping":42,"pinged":42,"post_modified":83,"post_modified_gmt":83,"post_content_filtered":42,"post_parent":50,"guid":84,"menu_order":50,"post_type":51,"post_mime_type":42,"comment_count":52,"filter":53,"url_path":85},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":88,"link_text":91},{"ID":89,"post_author":40,"post_date":90,"post_date_gmt":90,"post_content":42,"post_title":91,"post_excerpt":42,"post_status":44,"comment_status":45,"ping_status":45,"post_password":42,"post_name":92,"to_ping":42,"pinged":42,"post_modified":93,"post_modified_gmt":93,"post_content_filtered":42,"post_parent":50,"guid":94,"menu_order":50,"post_type":51,"post_mime_type":42,"comment_count":52,"filter":53,"url_path":95},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":97,"id":97,"title":98,"filename":99,"filesize":100,"url":101,"link":102,"alt":42,"author":103,"description":42,"caption":42,"name":104,"status":105,"uploaded_to":50,"date":106,"modified":106,"menu_order":50,"mime_type":107,"type":108,"subtype":109,"icon":110,"width":111,"height":112,"sizes":113},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":114,"thumbnail-width":115,"thumbnail-height":115,"medium":116,"medium-width":117,"medium-height":118,"medium_large":119,"medium_large-width":120,"medium_large-height":121,"large":122,"large-width":123,"large-height":124,"1536x1536":125,"1536x1536-width":126,"1536x1536-height":127,"2048x2048":128,"2048x2048-width":129,"2048x2048-height":130,"post-thumbnail":131,"post-thumbnail-width":132,"post-thumbnail-height":133,"12_col":134,"12_col-width":135,"12_col-height":136,"default_landscape":137,"default_landscape-width":138,"default_landscape-height":112,"default_portrait":139,"default_portrait-width":112,"default_portrait-height":138,"6_col_and_margin_short":140,"6_col_and_margin_short-width":132,"6_col_and_margin_short-height":136,"11_col_and_margin":141,"11_col_and_margin-width":142,"11_col_and_margin-height":136,"9_col_rectangle":143,"9_col_rectangle-width":144,"9_col_rectangle-height":145,"11_col":146,"11_col-width":147,"11_col-height":136,"staff_image_696_600":148,"staff_image_696_600-width":111,"staff_image_696_600-height":112,"rectangular_thumbnail":149,"rectangular_thumbnail-width":150,"rectangular_thumbnail-height":151},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":153,"reduced":26,"top_overlap":154,"bottom_underlap":154,"disable_observer":-1,"heading":155,"cta_text":156,"cta_link":157,"items":158},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[159,173,182],{"type_key":16,"title":160,"excerpt":161,"to":162,"postedAt":163,"readingTime":164,"image":165,"authors":166,"category":170},"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",[167],{"name":168,"image":169},"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":171,"name":172},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":16,"title":174,"excerpt":175,"to":176,"postedAt":177,"readingTime":164,"image":178,"authors":179,"category":181},"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",[180],{"name":168,"image":169},{"to":171,"name":172},{"type_key":16,"title":183,"excerpt":184,"to":185,"postedAt":186,"readingTime":164,"image":187,"authors":188,"category":190},"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",[189],{"name":168,"image":169},{"to":171,"name":172},{"type":192,"style":193,"heading":27,"date":4,"updatedAt":194,"reading_minutes":195,"image":42,"imageAlt":27,"categories":196,"collections":376},"blog-post","light","2022-02-07T16:48:47",2,[197],{"id":10,"count":198,"description":199,"link":171,"name":172,"slug":200,"taxonomy":201,"parent":50,"meta":202,"acf":203,"head_links":204,"resource_count":205,"yoast_title":206,"yoast_meta":207,"yoast_json_ld":252,"_links":348,"path":171},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>","seo","category",[],[],[],28,"SEO Blog | SEO Tips, Advice & Guides | Impression",[208,210,213,216,219,222,225,227,229,231,234,237,240,243,246,249],{"property":209,"content":206},"title",{"property":211,"content":212},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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