[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fimpression-showcase-22-6-16":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":317,"breadcrumbs":318,"reading_minutes":135,"category":326,"head":328},"2016-06-22T10:47:34",{"rendered":6},"\u003Cp>In an unusually ‘T’ themed Impression Showcase, this week the team have been sharing interesting, useful and inspirational updates from the land of digital.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-excel-with-top-rated-products\">How to excel with ‘top rated products’\u003C\u002Fh2>\n\u003Cp>We’re all familiar with the concept of reviews.\u003C\u002Fp>\n\u003Cp>And we can all agree that a product with more top rated reviews is likely to be more appealing than one with poor or no reviews.\u003C\u002Fp>\n\u003Cp>Google is incorporating this into its paid ads, specifically in the Shopping feed. This will be part of the quality score algorithm from what we understand, meaning that it will likely be cheaper if not easier for products with a higher rating score and\u002For more ratings to outrank its competitors.\u003C\u002Fp>\n\u003Cp>Don’t reviews already appear in the Shopping feed?, you may ask:\u003C\u002Fp>\n\u003Cp>Yes they do. But this will be the first time reviews have been taken into consideration as an ad ranking signal. We wouldn’t be surprised if review ratings were part of the organic ranking algorithm too.\u003C\u002Fp>\n\u003Cp>This is most likely to be relevant to \u003Cstrong>ecommerce\u003C\u002Fstrong> websites.\u003C\u002Fp>\n\u003Cp>Here’s what you need to do to take advantage of this new feature once it arrives in the UK:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Set your business up on an approved reviews platform – you can get a full list of those \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fmerchants\u002Fanswer\u002F6059553?hl=en\">here\u003C\u002Fa>.\u003C\u002Fli>\n\u003Cli>Encourage your customers to leave reviews\u003C\u002Fli>\n\u003Cli>Markup your reviews using schema on your website so Google knows where to find them\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>If you run an ecommerce website and would like to find out more about top rated product status and how to improve your visibility in the Shopping feed, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> and we’ll be happy to help.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2648\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FhAMKRFeb-Online-Shopping1.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"Online-Shopping1\" width=\"1024\" height=\"512\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"click-to-text-ads-coming-soon\">Click-to-text ads coming soon\u003C\u002Fh2>\n\u003Cp>Click-to-call ads have been available for some time now.\u003C\u002Fp>\n\u003Cp>(If you’re not already doing this, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fadwords\u002Fanswer\u002F2453991?hl=en-GB\">here’s how to add phone numbers on AdWords\u003C\u002Fa>.)\u003C\u002Fp>\n\u003Cp>Now Google is testing a ‘click to text’ format in its ads to enable users to text as well as call, direct from the search results. This was reported by \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fsearchengineland.com\u002Fgoogle-adwords-testing-click-sms-ad-extension-252214\">Search Engine Land\u003C\u002Fa> this week.\u003C\u002Fp>\n\u003Cp>In its current state, the click to text functionality requires you to provide a mobile number to which texts can be sent. If you know that your audience is more likely to text than to call, this could be worth testing on your own ads.\u003C\u002Fp>\n\u003Ch2 id=\"will-local-seo-get-harder-with-local-pack-ad-placements\">Will local SEO get harder with local pack ad placements?\u003C\u002Fh2>\n\u003Cp>The local pack currently includes 3 business listings. But in the coming months, this will drop to 2 to make way for a paid ad spot.\u003C\u002Fp>\n\u003Cp>This means:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>There will be fewer available spaces to rank in the local pack organically\u003C\u002Fli>\n\u003Cli>There will be a new ad format to include in your advertising plan\u003C\u002Fli>\n\u003Cli>Local businesses will need to up their game to appear in the local pack at all\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Google wants to provide the local pack to aid searchers in finding the business or service they need. In order to appear in the local pack, companies must have a local presence and be able to serve that local audience.\u003C\u002Fp>\n\u003Cp>Of course, it’s not as simple as that. Local businesses also need to ensure their Google My Business (especially Maps) listing is accurate and complete, that their citations are consistent and that they are relevant to the searcher intent.\u003C\u002Fp>\n\u003Cp>As the number of local pack organic spots decreases, expect greater local competition. Savvy local businesses will already be considering how they can use the paid ad spot to their advantage – which, in theory, could lead to businesses appearing in 2 spots in the local pack.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2649\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F7w17kTXJ-google-local-pack.png?auto=compress%2Cformat&q=90\" alt=\"google local pack\" width=\"675\" height=\"549\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"query-analysis-gets-even-more-granular-with-search-console-update\">Query analysis gets even more granular with Search Console update\u003C\u002Fh2>\n\u003Cp>Want to know which variation on a keyword is more successful for your business?\u003C\u002Fp>\n\u003Cp>Google’s just made that easier for you, with the introduction of a \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.thesempost.com\u002Fgoogles-search-analytics-now-allows-keyword-comparisons\u002F\">new query comparison element\u003C\u002Fa> in Search Console.\u003C\u002Fp>\n\u003Cp>Here, you can compare metrics for similar keyword to identify which one works best for you and your audience. \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fsearchengineland.com\u002Fgoogle-search-analytics-report-adds-ability-compare-queries-252020\">Search Engine Land\u003C\u002Fa> provided this example:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2650\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FDeEkGAS4-google-search-analytics-compare-queries-chart-800x258-1.png?auto=compress%2Cformat&q=90\" alt=\"google-search-analytics-compare-queries-chart-800x258\" width=\"800\" height=\"258\" \u002F>\u003C\u002Fp>\n\u003Cp>This will be really powerful as a way of honing in on a specific keyword over another. While one page can theoretically rank for various semantically related phrases, your choice of which phrase is most prominent can be led by this insight.\u003C\u002Fp>\n\u003Ch2 id=\"url-profiler-trial\">URL Profiler Trial\u003C\u002Fh2>\n\u003Cp>If you know Impression, you’ll know we love data!\u003C\u002Fp>\n\u003Cp>As well as developing our own internal tool to monitor SEO and PPC metrics, we invest in a wide range of external platforms designed to give us the insight we need to make better informed decisions and to achieve better results.\u003C\u002Fp>\n\u003Cp>This month, we’re trialling \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Furlprofiler.com\u002F\">URL Profiler\u003C\u002Fa> as a link prospecting and auditing tool. So far, we really like that it pulls in data from Ahrefs, Majestic, Moz and SEMRush. We’ll report back on our findings. If you’ve used URL Profiler at all, feel free to share your opinions in the comments or tweet us \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Ftwitter.com\u002Fimpressiontalk\">@impressiontalk\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"build-trust-improve-conversion-rates-make-more-money\">Build trust, improve conversion rates, make more money\u003C\u002Fh2>\n\u003Cp>If you sell products online, you’ll know that getting traffic to your website is only the first step to success.\u003C\u002Fp>\n\u003Cp>The next is to encourage people to buy – and to buy more, at higher average sale prices (ASPs).\u003C\u002Fp>\n\u003Cp>We work with a lot of ecommerce businesses. We use a range of tools to improve conversion rates (including Visual Web Optimiser, Google Experiments and Decibel Insights). One area Pete’s been looking at in depth with one of his ecommerce clients this week is \u003Cem>trust signals\u003C\u002Fem>.\u003C\u002Fp>\n\u003Cp>Why are trust signals important?\u003C\u002Fp>\n\u003Cp>Because they encourage people to buy from us.\u003C\u002Fp>\n\u003Cp>When you don’t have a physical shop, it can be difficult to prove to potential customers that your shop can be trusted. They want to be sure that they’ll receive the product they want and that it will be of the quality they expect.\u003C\u002Fp>\n\u003Cp>No one wants to give their money to an unknown entity.\u003C\u002Fp>\n\u003Cp>Our client already uses a reviews platform, so that’s a great start. Our designer Beck has drafted a new section for their homepage which incorporates more trust signals, such as review ratings, established dates, refund policies and so on. We’ll be monitoring the resulting impact on conversion rates and would highly recommend such tests to any ecommerce business.\u003C\u002Fp>\n\u003Ch2 id=\"track-all-the-things\">Track all the things!\u003C\u002Fh2>\n\u003Cp>Tracking is an essential element of any online campaign.\u003C\u002Fp>\n\u003Cp>Without tracking, you don’t know how good a job you’re doing.\u003C\u002Fp>\n\u003Cp>If you’re paying an agency and they’re not tracking results for you, how do you know what you’re paying for?\u003C\u002Fp>\n\u003Cp>This week, Rob has been updating the URLs that show in the Knowledge Graph using the URL Builder to track visits. Without this, Knowledge Graph clicks show as ‘direct’ traffic. If you’d like to find out more, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> and we’ll be happy to help.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>That’s all for this week! If you’ve spotted something interesting or cool in the world of digital that you’d like us to discuss at our next Showcase meeting, feel free to drop your ideas in the comments or tweet \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Ftwitter.com\u002Fimpressiontalk\">@impressiontalk\u003C\u002Fa> using #showcase. Our team meets once a fortnight to discuss these things and your idea\u002Ftool\u002Ftechnique could be shared in our next instalment.\u003C\u002Fp>\n",false,"standard",[10],44,[],[13],135,[15,16,17,18,19,20,21,22],"post-2647","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-our-news",{"page_content_modules":24,"hero":131},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Impression Showcase: Tools, Tracking, Trust and Top Rated Products",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},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":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},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":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"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":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,121],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"Impression shortlisted 6 times at the Performance Marketing World Awards 2026","\u003Cp>We’re absolutely over the moon to have been shortlisted 6 times at the Performance Marketing World Awards! The Performance Marketing World Awards stand as a benchmark for agencies who turn digital campaigns into direct, bottom-line revenue. The awards focus relentlessly on measurable effectiveness, technical agility, and quantifiable ROI. From high-converting affiliate partnerships and paid social […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-shortlisted-6-times-at-the-performance-marketing-world-awards-2026\u002F","2026-09-07T11:37:20",1,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002FPMW-awards-feature.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Four-news\u002F","Our News",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":103,"image":117,"authors":118,"category":120},"Impression shortlisted for 3 awards at the 2026 Global Search Awards","\u003Cp>The news is out, and we’re buzzing! We’ve been shortlisted 3 times for the 2026 Global Search Awards! The Global Search Awards stand as the worldwide benchmark of excellence in the digital marketing landscape, celebrating the finest achievements in search engine optimisation, paid search, and content marketing on an international scale.  These awards serve as […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-shortlisted-for-3-awards-at-the-2026-global-search-awards\u002F","2026-07-20T11:39:57","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002FEUSA-2026-FINALISTS-banner.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[119],{"name":107,"image":108},{"to":110,"name":111},{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":130},"Impression Wins 2 awards at The 2026 European Search Awards","\u003Cp>We’re over the moon to have been crowned a winner at The European Search Awards. This provides well-deserved recognition for our teams and our client partners who continue to trust our approach and are always open to trying new things. The European Search Awards celebrate the very best in digital marketing, SEO, and paid media […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-wins-2-awards-at-the-2026-european-search-awards\u002F","2026-05-22T11:37:23",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002FEUSA-2026-WINNER-banner.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129],{"name":107,"image":108},{"to":110,"name":111},{"type":132,"style":133,"heading":28,"date":4,"updatedAt":134,"reading_minutes":135,"image":136,"imageAlt":28,"categories":137,"collections":316},"blog-post","light","2022-02-07T16:48:43",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F7l5befMt-050720211625527322_impression-becky-edd-rob.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[138],{"id":10,"count":139,"description":140,"link":110,"name":111,"slug":141,"taxonomy":142,"parent":42,"meta":143,"acf":144,"head_links":145,"resource_count":42,"yoast_title":146,"yoast_meta":147,"yoast_json_ld":191,"_links":288,"path":110},259,"Impression is an award winning digital agency. We specialise in results-focused, data-driven digital marketing and web development strategies for a wide range of clients and sectors.\r\n\r\nAs an agency, we’ve grown quickly. Established in 2014, we’re very proud of our team of exceptionally talented digital marketers, designers and web developers and continue to welcome new additions to that team. 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