[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fhow-to-build-useful-audience-personas-to-guide-your-digital-strategy":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":323,"breadcrumbs":324,"reading_minutes":10,"category":332,"head":334},"2016-09-20T10:37:44",{"rendered":6},"\n\u003Cp>Personas are an important tool in digital marketing. They help marketing teams and the wider business to better understand the target audience, and give everyone a shared language with which to discuss that audience in all of its complexities.\u003C\u002Fp>\n\n\n\n\u003Cp>Brighton SEO is a bi-annual conference aimed at the marketing community, during which experts from a variety of backgrounds share their advice and tips on a variety of topics in the worlds of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa>. In April 2016, Laura Hampton of Impression gave a presentation at Brighton SEO to enable marketers to make better use of personas in their business and those of their clients. You can view the full video and slides from her presentation below:\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-rich is-provider-embed-handler wp-block-embed-embed-handler wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Laura Hampton – BrightonSEO April 2016: How to Build Useful Audience Personas: Guide Your Strategy\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002Fm0yIeo9Ubao?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-rich is-provider-slideshare wp-block-embed-slideshare\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO\" src=\"https:\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FIGiI2mrBxt9E4H\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> \u003C\u002Fiframe> \u003Cdiv style=\"margin-bottom:5px\"> \u003Cstrong> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Flauralhampton\u002Fhow-to-build-useful-audience-personas-to-guide-your-digital-strategy-laura-hampton-brighton-seo-2016-brightonseo\" title=\"How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO\" target=\"_blank\">How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002Flauralhampton\" target=\"_blank\">Laura Hampton\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002Fsecret\u002FIGiI2mrBxt9E4H\" target=\"_blank\" rel=\"noreferrer noopener\">How to Build Useful Audience Personas to Guide Your Digital Strategy | Laura Hampton | Brighton SEO 2016 | #BrightonSEO\u003C\u002Fa> \u003C\u002Fstrong>from \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002Flauralhampton\" target=\"_blank\" rel=\"noreferrer noopener\">Laura Hampton\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fp>\n",false,"standard",[10],1,[],[13],135,[15,16,17,18,19,20,21],"post-5016","post","type-post","status-publish","format-standard","hentry","category-seo",{"page_content_modules":23,"hero":135},[24,90],{"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,"How to Build Useful Audience Personas to Guide Your Digital Strategy",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":33,"full_bio":33,"specialist_service_links":7,"photo":37},{"ID":38,"id":38,"title":39,"filename":40,"filesize":41,"url":42,"link":43,"alt":33,"author":44,"description":33,"caption":33,"name":45,"status":46,"uploaded_to":41,"date":47,"modified":47,"menu_order":41,"mime_type":48,"type":49,"subtype":50,"icon":51,"width":52,"height":52,"sizes":53},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":54,"thumbnail-width":55,"thumbnail-height":55,"medium":56,"medium-width":57,"medium-height":57,"medium_large":58,"medium_large-width":59,"medium_large-height":59,"large":60,"large-width":61,"large-height":62,"1536x1536":63,"1536x1536-width":64,"1536x1536-height":64,"2048x2048":65,"2048x2048-width":66,"2048x2048-height":66,"post-thumbnail":67,"post-thumbnail-width":68,"post-thumbnail-height":69,"12_col":70,"12_col-width":71,"12_col-height":72,"default_landscape":73,"default_landscape-width":74,"default_landscape-height":75,"default_portrait":76,"default_portrait-width":75,"default_portrait-height":74,"6_col_and_margin_short":77,"6_col_and_margin_short-width":68,"6_col_and_margin_short-height":72,"11_col_and_margin":78,"11_col_and_margin-width":79,"11_col_and_margin-height":72,"9_col_rectangle":80,"9_col_rectangle-width":81,"9_col_rectangle-height":82,"11_col":83,"11_col-width":84,"11_col-height":72,"staff_image_696_600":85,"staff_image_696_600-width":86,"staff_image_696_600-height":75,"rectangular_thumbnail":87,"rectangular_thumbnail-width":88,"rectangular_thumbnail-height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":91,"reduced":26,"top_overlap":92,"bottom_underlap":92,"disable_observer":-1,"heading":93,"cta_text":94,"cta_link":95,"items":96},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[97,111,120],{"type_key":16,"title":98,"excerpt":99,"to":100,"postedAt":101,"readingTime":102,"image":103,"authors":104,"category":108},"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",[105],{"name":106,"image":107},"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":109,"name":110},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":16,"title":112,"excerpt":113,"to":114,"postedAt":115,"readingTime":102,"image":116,"authors":117,"category":119},"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",[118],{"name":106,"image":107},{"to":109,"name":110},{"type_key":16,"title":121,"excerpt":122,"to":123,"postedAt":124,"readingTime":125,"image":126,"authors":127,"category":134},"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",[128,131],{"name":129,"image":130},"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":132,"image":133},"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":109,"name":110},{"type":136,"style":137,"heading":27,"date":4,"updatedAt":138,"reading_minutes":10,"image":33,"imageAlt":27,"categories":139,"collections":322},"blog-post","light","2023-01-30T14:28:53",[140],{"id":10,"count":141,"description":142,"link":109,"name":110,"slug":143,"taxonomy":144,"parent":41,"meta":145,"acf":146,"head_links":147,"resource_count":148,"yoast_title":149,"yoast_meta":150,"yoast_json_ld":194,"_links":291,"path":109},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>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[151,153,156,159,162,165,168,170,172,174,177,180,183,186,188,191],{"property":152,"content":149},"title",{"property":154,"content":155},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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