[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Foctober-2022-google-algorithm-and-search-industry-updates":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":460,"breadcrumbs":461,"reading_minutes":192,"category":469,"head":472},"2022-11-09T14:36:05",{"rendered":6},"\n\u003Cp>October was a month that might have spooked many site owners with the recently launched October Spam Update, reflecting similar attitudes that were seen when the Helpful Content update was announced. \u003C\u002Fp>\n\n\n\n\u003Cp>If the recent months reminded us of anything, it’s time to review your content and to see if  you can resurrect zombie content back from the dead. \u003C\u002Fp>\n\n\n\n\u003Cp>The regular traffic light system is in place to highlight which algorithm updates may need immediate attention, and which ones are less pressing: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Red light updates are major changes that should be factored in straight away; \u003C\u002Fli>\u003Cli>Amber is for updates that you should take note of, but won’t need urgent action; \u003C\u002Fli>\u003Cli>Green updates are still worth knowing about, yet less critical than the others.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Keen to know more about any of these changes and what they mean for your SEO? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> or visit our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> page to find out how we can help.\u003C\u002Fp>\n\n\n\n\u003Cp> In this post, we’ll explore: \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#october-2022-spam-update\">October 2022 Spam Update\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-was-the-impact\">What was the impact?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-introduces-site-names-for-mobile-results\">Google introduces site names for mobile results\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-webmaster-guidelines-changed-to-google-search-essentials\">Google Webmaster Guidelines changed to Google Search Essentials\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-has-changed\">What has changed?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-on-the-use-of-stock-photography-in-relation-to-seo\">Google on the use of stock photography in relation to SEO\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#seo-split-testing-matching-the-h1-with-the-title-tag\">SEO split testing: Matching the H1 with the title tag\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-test\">The test\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#the-findings\">The findings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#why-is-this-important\">Why is this important?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"october-2022-spam-update\">October 2022 Spam Update\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Starting on October 19, and only taking less than 42 hours to complete, Google recently rolled out a new spam update. Spam updates roll out regularly and are designed to maintain the quality of search results, improving the automated systems that work in the background to detect spam results in the SERPs.  \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-was-the-impact\">What was the impact?\u003C\u002Fh3>\n\n\n\n\u003Cp>When it comes to spam updates, Google states that it targets “sites that violate our policies” and that they “may rank lower in results or not appear in results at all.” Although, generally when spam updates roll out there isn’t much of an impact on higher quality websites, this spam update and the days following saw some increased ranking volatility. \u003C\u002Fp>\n\n\n\n\u003Cp>On October 22nd, the day after the spam update, SEOs were reporting on social media that they had seen a decrease in rankings, and a few ranking tools highlighted a similar trend in visibility. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-search-ranking-algorithm-update-oct-22-34289.html\">Search Engine Roundtable suggested\u003C\u002Fa> that Google was too quick to say that the update was over, or that there was an unconfirmed new update. Or, simply that the reporting tools were a day late in their reporting of the update, as shown below.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"248\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Foctober-spam-update-search-volatility.jpg?auto=compress%2Cformat&q=90\" alt=\"Search volatility peaks high on the 27th September, 13th October and 22nd October after October spam update.\" class=\"wp-image-20120\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-does-this-mean-for-me\">What does this mean for me?\u003C\u002Fh3>\n\n\n\n\u003Cp>If you’re following the guidelines written on Google Search Essentials (formerly known as Webmaster Guidelines), it’s likely that you won’t have to worry about the October spam update affecting your site. However if you are hit, Google has said it will likely take months to recover.  \u003C\u002Fp>\n\n\n\n\u003Cp>Typically being guilty of spam includes low-quality sites that trick users into providing personal information, installing malware or posing as other highly relevant pages. Although, thin content could be considered spam-like. If so, your site would’ve more likely have been hit by the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fseptember-2022-google-algorithm-and-search-industry-updates\u002F\">Helpful Content update\u003C\u002Fa>.   \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re unsure what Google defines as spam, or if you were hit by this spam update and aren’t sure how to recover, it’s worth reviewing the new \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fessentials\">Google Search Essentials\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fessentials\u002Fspam-policies\">Google’s spam policies\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-introduces-site-names-for-mobile-results\">Google introduces site names for mobile results\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Google is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2022\u002F10\u002Fintroducing-site-names-on-search?utm_source=%23SEOFOMO&utm_campaign=5978ceae71-seofomo-newsletter-by-aleyda-oct-16&utm_medium=email&utm_term=0_408af963b1-5978ceae71-1407640215\">introducing site names\u003C\u002Fa> on mobile search results. This is in an effort to make it easier for searchers to identify the website that is associated with each result. These site names on mobile are currently available for results in English, French, Japanese, and German, however will be rolling out in additional languages over the next few months. \u003C\u002Fp>\n\n\n\n\u003Cp>Site names on mobile results will appear on the search results as shown below.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1401\" height=\"440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fexample-site-name-in-mobile-search.jpg?auto=compress%2Cformat&q=90\" alt=\"Example lorem ipsum site name shown above URL on mobile search results.\" class=\"wp-image-20115\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>To indicate your preferred site name to be shown on search results, you should use \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fschema-markup-a-beginners-guide\u002F\">structured data\u003C\u002Fa> (also known as schema) on your homepage. Google outlines how you can do this for your site in this \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Fsite-names#sources\">helpful sitename page\u003C\u002Fa>, where they also reiterate that content in title elements and heading elements, such as H1 elements are factors in specifying your sitename. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s important for site owners to have their chosen name in the results so that users can easily pick out the website at a glance. The name should be unique and concise so it can be commonly recognized. We’d also recommend that site owners revisit \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fappearance\u002Ffavicon-in-search\">favicon documentation\u003C\u002Fa>, as this has also recently updated and could impact how your site is seen in mobile search results. \u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-webmaster-guidelines-changed-to-google-search-essentials\">Google Webmaster Guidelines changed to Google Search Essentials\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In October Google rebranded Google Webmaster Guidelines to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fessentials\">Google Search Essentials\u003C\u002Fa> this wasn’t just a name change. The new name brought with it a host of new features and changes!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-has-changed\">What has changed?\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>Brought in a new overall format adding clearer terms and examples\u003C\u002Fli>\u003Cli>Simplified sections for easier consumption \u003C\u002Fli>\u003Cli>New section ‘Technical requirements’ addresses how to understand and publish content in a way that allows Google to index and access it effectively\u003C\u002Fli>\u003Cli>Updated guidance on ‘Spam policies’\u003C\u002Fli>\u003Cli>New guidance on ‘Key best practices’ to consider when creating a site and how content that serves people will help a site be found more easily in SERPS\u003C\u002Fli>\u003Cli>Consolidation of content on Thin content and Affiliate programs\u003C\u002Fli>\u003Cli>‘Hacked content’ consolidates information previously in the security section \u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>The changes overall seem to be quite minimal but it’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.seroundtable.com\u002Fgoogle-search-essentials-replaces-google-webmaster-guidelines-34243.html\">key to watch out for any other rebrands\u003C\u002Fa> of Google’s services as they’re coming thick and fast at the moment.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-on-the-use-of-stock-photography-in-relation-to-seo\">Google on the use of stock photography in relation to SEO\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FgwC2d8mN-greenlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11718\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Two members of the Google teams discussed the use of \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchenginejournal.com\u002Fgoogle-on-use-of-stock-photography\u002F468849\u002F\">stock photography\u003C\u002Fa> in the ‘Search Off the Record’ podcast. They explored the pros and cons of the practice and how it impacts SEO.\u003C\u002Fp>\n\n\n\n\u003Cp>John Mueller of Google said using stock images as ‘decorative elements’ to your website is “perfectly fine” so adding a little bit of aesthetic flair to your site with some relevant images helps to captivate users alongside engaging and helpful content. \u003C\u002Fp>\n\n\n\n\u003Cp>It was also mentioned that these images won’t rank in image search so that could help to encourage original photography where possible as although stock images don’t have a negative effect, they don’t have a positive effect in regards to SEO.\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"seo-split-testing-matching-the-h1-with-the-title-tag\">SEO split testing: Matching the H1 with the title tag\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In August of 2021, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fblog\u002F2021\u002F08\u002Fupdate-to-generating-page-titles\">Google’s update\u003C\u002Fa> on how web pages are generated in the search results pages (SERPs). Rewriting page titles is nothing new, but has become bolder with this update. Adding the brand name to the page title is one of the few major changes that was done before the update. A majority of the overrides come from the content of the page.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fblog\u002Fseo-split-test-result-matching-the-h1-with-the-title-tag\u002F\">Semrush conducted a split test\u003C\u002Fa> based on changing the <H1> heading to match the popular search query tested on a travel site. Here are the predictions from their Twitter poll: \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"591\" height=\"409\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fh1-title-test-twitter-poll-example.jpg?auto=compress%2Cformat&q=90\" alt=\"SplitSignal twitter poll. Text: We've changed \u003Ch1> headings to match (exactly) the most popular search query for the pages tested on a travel site. Check the image out to see the change, and tell us what you think the change did to organic clicks.\nIt increased 59.6%\nNo difference 3.8%\nIt decreased 13.5%\nI want to know the result 23.1%\" class=\"wp-image-20118\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Semrush noticed that Google was rewriting the <H1> heading on the page to rewrite the page title in the SERPs. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1000\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fh1-title-tests-semrush-example.jpg?auto=compress%2Cformat&q=90\" alt=\"Meta description and title inspection for FerryHopper website on-page.\" class=\"wp-image-20119\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fcompare-ferries-from-athens-tosantorini-example.jpg?auto=compress%2Cformat&q=90\" alt=\"Displaying different title than the meta title on page, showing \u003Ch1> in search results.\" class=\"wp-image-20114\" width=\"612\" height=\"256\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>The main search term was “ferry from Athens to Santorini” or “ferry from Jersey to France”; people did not use “compare” in searches. The page title began with the primary keyword when the analysis showed the highest-ranking results. The use of “compare” may make a strong CTA – but the title that their client suggested would align better with the search intent. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fh1-title-test-semrush-example-2.jpg?auto=compress%2Cformat&q=90\" alt=\"Before and after changing \u003Ch1> headings to match (exactly) the most popular search query.\" class=\"wp-image-20116\" width=\"670\" height=\"669\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-test\">The test\u003C\u002Fh3>\n\n\n\n\u003Cp>Using \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.semrush.com\u002Fsplitsignal?utm_source=blog&utm_medium=case-study&utm_campaign=split-signal&utm_content=ov-h1-match-search\">SplitSignal\u003C\u002Fa> to make the <H1> change for the tested pages. In total, about 200 listing pages were selected as either variant. Semrush started the test and ran it for 30 days, finding that Googlebot visited 92% of the pages tested.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"the-findings\">The findings\u003C\u002Fh3>\n\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fh1-title-test-semrush-findings-example.jpg?auto=compress%2Cformat&q=90\" alt=\"Summary. Result: Positive. Effect size +12.2%. Confidence level 95%. Duration 30 days. Visited by Google bot 92%.\" class=\"wp-image-20117\" width=\"764\" height=\"693\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>After 30 days of testing, Semrush found that the traffic to the tested pages performed better than the control group, which means the test is positive and statistically significant at the 95% level. Matching the <H1> heading with the page title resulted in a 12% increase in organic clicks to the tested pages.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-is-this-important\">Why is this important?\u003C\u002Fh3>\n\n\n\n\u003Cp>This case study shows that it is important not only to be aware when Google rewrites your page titles but also to test whether Google is actually showing a better-performing page title.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>With the H1 heading change, they found: \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>The data shows that the test affected the click-through rate of the pages that were tested. \u003C\u002Fli>\u003Cli>Semrush saw a boost in clicks and impressions, indicating that the pages that were ranked the best became more relevant to search queries for which the pages were ranked. \u003C\u002Fli>\u003Cli>The H1 change and page title that appeared in the SERPs more closely matched the user’s search intent were some of the factors that led to the success of this test.\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Keep up-to-date with our dedicated \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fgoogle-algorithm-updates\u002F\">algorithm and search industry round-ups\u003C\u002Fa>. For any further information about these posts – or to learn how we can support your SEO – \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> today.\u003Ca class=\"\" rel=\"noreferrer noopener\" href=\"\u002Fabout\u002Four-team\u002Fsophie-thompson\u002F\">\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10,11],43,1,[],[14,15],205,135,[17,18,19,20,21,22,23,24,25],"post-20090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-algorithm-updates","category-seo",{"page_content_modules":27,"hero":189},[28,151],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"October 2022 Google algorithm and search industry updates",[33,116],{"id":34,"path":35,"display_name":36,"job_title":37,"description":38,"avatar_url":39,"acf":40},104,"\u002Fabout\u002Four-team\u002Fsophie-thompson\u002F","Sophie Thompson","Senior SEO Strategist","I'm a Senior SEO Strategist at Impression. My day to day involves performing keyword research, auditing client websites and writing content - whether that's new blogs or optimising existing pages!","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":37,"full_bio":41,"specialist_service_links":42,"photo":60},"\u003Cp>Senior SEO Strategist. Joined Impression in April 2022.\u003C\u002Fp>\n\u003Cp>I originally graduated with a first class degree in film production, however I was determined to find my career within digital. I gained a variety of experience in the past few years, finding a love for graphic design, coding and content writing. I learnt a lot about SEO in my previous role, I found it was the perfect balance of technical & creative for me, and now I’m super excited to be working in SEO full time!\u003C\u002Fp>\n\u003Cp>My day to day involves performing keyword research, auditing client websites and writing content – whether that’s new blogs or optimising existing pages. All in all pretty varied!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’m so proud of my plants! I honestly thought I killed plants in a mile radius but now my garden & window garden is thriving!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI like to play squash, pool and lots of games with my partner. In the summer, most weekends I’ll be in Norfolk going on lots of walks and doing plenty of water sports. When I’m not doing those things, I’ll be reading, writing or bargain hunting!\u003C\u002Fp>\n",[43],{"page":44,"link_text":49},{"ID":45,"post_author":46,"post_date":47,"post_date_gmt":47,"post_content":48,"post_title":49,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":52,"to_ping":48,"pinged":48,"post_modified":53,"post_modified_gmt":53,"post_content_filtered":48,"post_parent":54,"guid":55,"menu_order":54,"post_type":56,"post_mime_type":48,"comment_count":57,"filter":58,"url_path":59},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",{"ID":61,"id":61,"title":62,"filename":63,"filesize":64,"url":65,"link":66,"alt":48,"author":67,"description":48,"caption":48,"name":68,"status":69,"uploaded_to":54,"date":70,"modified":70,"menu_order":54,"mime_type":71,"type":72,"subtype":73,"icon":74,"width":75,"height":76,"sizes":77},24281,"Sophie-Thompson-NEW","Sophie-Thompson-NEW.png",376379,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&q=90","\u002Fsophie-thompson-new\u002F","12","sophie-thompson-new","inherit","2023-08-02 10:39:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":78,"thumbnail-width":79,"thumbnail-height":79,"medium":80,"medium-width":81,"medium-height":82,"medium_large":83,"medium_large-width":84,"medium_large-height":85,"large":86,"large-width":87,"large-height":88,"1536x1536":89,"1536x1536-width":90,"1536x1536-height":91,"2048x2048":92,"2048x2048-width":93,"2048x2048-height":94,"post-thumbnail":95,"post-thumbnail-width":96,"post-thumbnail-height":97,"12_col":98,"12_col-width":99,"12_col-height":100,"default_landscape":101,"default_landscape-width":102,"default_landscape-height":76,"default_portrait":103,"default_portrait-width":76,"default_portrait-height":102,"6_col_and_margin_short":104,"6_col_and_margin_short-width":96,"6_col_and_margin_short-height":100,"11_col_and_margin":105,"11_col_and_margin-width":106,"11_col_and_margin-height":100,"9_col_rectangle":107,"9_col_rectangle-width":108,"9_col_rectangle-height":109,"11_col":110,"11_col-width":111,"11_col-height":100,"staff_image_696_600":112,"staff_image_696_600-width":75,"staff_image_696_600-height":76,"rectangular_thumbnail":113,"rectangular_thumbnail-width":114,"rectangular_thumbnail-height":115},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FSophie-Thompson-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"id":117,"path":118,"display_name":119,"job_title":48,"description":120,"avatar_url":121,"acf":122},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":48,"full_bio":48,"specialist_service_links":7,"photo":123},{"ID":124,"id":124,"title":125,"filename":126,"filesize":54,"url":127,"link":128,"alt":48,"author":67,"description":48,"caption":48,"name":129,"status":69,"uploaded_to":54,"date":130,"modified":130,"menu_order":54,"mime_type":131,"type":72,"subtype":132,"icon":74,"width":133,"height":133,"sizes":134},12476,"Impression-Icon","Impression-Icon.jpg","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","impression-icon","2021-11-02 16:49:21","image\u002Fjpeg","jpeg",500,{"thumbnail":135,"thumbnail-width":79,"thumbnail-height":79,"medium":136,"medium-width":81,"medium-height":81,"medium_large":137,"medium_large-width":84,"medium_large-height":84,"large":138,"large-width":87,"large-height":88,"1536x1536":139,"1536x1536-width":90,"1536x1536-height":90,"2048x2048":140,"2048x2048-width":93,"2048x2048-height":93,"post-thumbnail":141,"post-thumbnail-width":96,"post-thumbnail-height":97,"12_col":142,"12_col-width":99,"12_col-height":100,"default_landscape":143,"default_landscape-width":102,"default_landscape-height":76,"default_portrait":144,"default_portrait-width":76,"default_portrait-height":102,"6_col_and_margin_short":145,"6_col_and_margin_short-width":96,"6_col_and_margin_short-height":100,"11_col_and_margin":146,"11_col_and_margin-width":106,"11_col_and_margin-height":100,"9_col_rectangle":147,"9_col_rectangle-width":108,"9_col_rectangle-height":109,"11_col":148,"11_col-width":111,"11_col-height":100,"staff_image_696_600":149,"staff_image_696_600-width":75,"staff_image_696_600-height":76,"rectangular_thumbnail":150,"rectangular_thumbnail-width":114,"rectangular_thumbnail-height":115},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&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=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","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","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"acf_fc_layout":152,"reduced":30,"top_overlap":153,"bottom_underlap":153,"disable_observer":-1,"heading":154,"cta_text":155,"cta_link":156,"items":157},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[158,171,180],{"type_key":18,"title":159,"excerpt":160,"to":161,"postedAt":162,"readingTime":163,"image":164,"authors":165,"category":169},"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",[166],{"name":167,"image":168},"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":170,"name":49},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":18,"title":172,"excerpt":173,"to":174,"postedAt":175,"readingTime":163,"image":176,"authors":177,"category":179},"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",[178],{"name":167,"image":168},{"to":170,"name":49},{"type_key":18,"title":181,"excerpt":182,"to":183,"postedAt":184,"readingTime":163,"image":185,"authors":186,"category":188},"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",[187],{"name":167,"image":168},{"to":170,"name":49},{"type":190,"style":191,"heading":31,"date":4,"updatedAt":4,"reading_minutes":192,"image":193,"imageAlt":31,"categories":194,"collections":459},"blog-post","light",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F11\u002Fmaddy-baker-gS32T4TxSJY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[195,376],{"id":10,"count":196,"description":197,"link":198,"name":199,"slug":200,"taxonomy":201,"parent":54,"meta":202,"acf":203,"head_links":204,"resource_count":205,"yoast_title":206,"yoast_meta":207,"yoast_json_ld":251,"_links":348,"path":198},97,"\u003Cp class=\"p1\">An essential part of every SEO \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">strategy\u003C\u002Fa> is to stay on top of recent Google Algorithm updates. 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