[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-complete-content-new-model-drive-seo-success-danny-blackburn":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":19,"acf":29,"head_links":356,"breadcrumbs":357,"reading_minutes":85,"category":364,"head":366},"2018-06-14T11:42:57",{"rendered":6},"\u003Cp>Danny Blackburn is from Stickyeyes.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3871 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FoKg4eHLM-WhatsApp-Image-2018-06-14-at-12.21.59.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1032\" height=\"581\" \u002F>\u003C\u002Fp>\n\u003Cp>Today he is talking about content, and how to engage and drive traffic through content.\u003C\u002Fp>\n\u003Cp>Content is pretty fundamental. If you ask Google, it’ll tell you that content is key, he says.\u003C\u002Fp>\n\u003Ch2 id=\"what-does-high-quality-content-look-like\">What does high quality content look like?\u003C\u002Fh2>\n\u003Cp>Danny speaks about someone who had asked ‘what is content’ in his Linkedin feed, and there was such a different range of answers. He googled it. He said it’s something that doesn’t ‘directly sell something’. But what about content on-page, this counts as well right?\u003C\u002Fp>\n\u003Cp>Everyone has a different understanding on content, and this gets messy. This all comes at a time when consumers are more dynamic than ever. People quite rightly expect to brands to be able to join up this experience.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Brands have got to start becoming as dynamic as their customers are\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Ch2 id=\"what-do-people-want-and-need-from-you\">What do people want and need from you?\u003C\u002Fh2>\n\u003Cp>You have got to start spotting patterns in what people want, and create content around that. How do we do that?\u003C\u002Fp>\n\u003Cp>We start with insight.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Brand\u003C\u002Fli>\n\u003Cli>Audience\u003C\u002Fli>\n\u003Cli>Performance\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>We need to understand your brand, the audience and how these interact. Finally, understanding performance insights; how the brand performs holistically. These insights begin to form a strategy for content.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>Content doesn’t work unless it’s consumed\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Content distribution and content discovery are the only two ways you can do this. This is passive and active. What works for one is unlikely to work for another. As an example of this, he mentions a video on Twitter that was advertising life insurance whilst he watching football. Apparently, weeks ago he had been actively searching online for life insurance, so the content was being consumed by him passively that he had previously actively searched for. This highlights how content should be very different for content discovery and content distribution.\u003C\u002Fp>\n\u003Cp>This give us this axis, which looks like this:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3872 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FtD1lI73z-WhatsApp-Image-2018-06-14-at-12.24.12.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1032\" height=\"581\" \u002F>\u003C\u002Fp>\n\u003Cp>This gives us four types of complete indirect content. Functional, informational, engaging and advertising content.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3873 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FPvYtj7Wp-WhatsApp-Image-2018-06-14-at-12.25.21.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1032\" height=\"581\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"wheres-the-proof\">Where’s the proof?\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>Informational content. \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Danny explains his work with GHD, whereby they optimised the CRO aspects of the GHD site to include a rich pool of informational content.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3874 size-large\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F3iIOnj6U-Screenshot-2018-06-14-at-12.31.41.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"\" width=\"1024\" height=\"594\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Engaging content. \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>They came up with ‘The Ultimate US Roadtrip tool for Hertz, creating something valuable and engaging for the auidnece, gaining high authority backlinks.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Final points\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>These four different areas are fundamental in creating content, he claims and leaves us with the framework for holistic content.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3875 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F0c3t92UO-WhatsApp-Image-2018-06-14-at-12.37.13.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"1032\" height=\"581\" \u002F>\u003C\u002Fp>\n\u003Cp>There is a full e-book on this available on the Stickyeyes site on this, he mentions.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17,18],101,95,[20,21,22,23,24,25,26,27,28],"post-3870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-search-leeds",{"page_content_modules":30,"hero":81},[31,36],{"acf_fc_layout":32,"reduced":33,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":33,"title":34,"content":6,"authors":35},"blog_post_content",true,"Search Leeds 2018 – Complete Content: A new model to drive SEO success – Danny Blackburn",[],{"acf_fc_layout":37,"reduced":33,"top_overlap":38,"bottom_underlap":38,"disable_observer":-1,"heading":39,"cta_text":40,"cta_link":41,"items":42},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[43,57,66],{"type_key":21,"title":44,"excerpt":45,"to":46,"postedAt":47,"readingTime":48,"image":49,"authors":50,"category":54},"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",[51],{"name":52,"image":53},"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":55,"name":56},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":21,"title":58,"excerpt":59,"to":60,"postedAt":61,"readingTime":48,"image":62,"authors":63,"category":65},"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. 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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",[74,77],{"name":75,"image":76},"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":78,"image":79},"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":55,"name":56},{"type":82,"style":83,"heading":34,"date":4,"updatedAt":84,"reading_minutes":85,"image":86,"imageAlt":34,"categories":87,"collections":269},"blog-post","light","2022-02-07T16:48:29",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FdQG4Oc11-050720211625519368_WhatsApp-Image-2018-06-14-at-12.21.59.jpeg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[88],{"id":10,"count":89,"description":90,"link":55,"name":56,"slug":91,"taxonomy":92,"parent":93,"meta":94,"acf":95,"head_links":96,"resource_count":97,"yoast_title":98,"yoast_meta":99,"yoast_json_ld":144,"_links":241,"path":55},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",0,[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[100,102,105,108,111,114,117,119,121,123,126,129,132,135,138,141],{"property":101,"content":98},"title",{"property":103,"content":104},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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