[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-content-confusion-ian-harris":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":443,"breadcrumbs":444,"reading_minutes":175,"category":451,"head":453},"2016-07-07T10:53:41",{"rendered":6},"\u003Cp>Ian Harris kicks off the afternoon’s round of lectures with his talk on content confusion, questioning what is the point of your content marketing?\u003C\u002Fp>\n\u003Ch2 id=\"what-is-content-marketing\">What is content marketing?\u003C\u002Fh2>\n\u003Cblockquote>\u003Cp>\u003Cb>Content marketing\u003C\u002Fb> is a strategic \u003Cb>marketing\u003C\u002Fb> approach focused on creating and distributing valuable, relevant, and consistent \u003Cb>content\u003C\u002Fb> to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>Above is the snippet Google serves in SERPs when searching for the aforementioned query. Ian believes if you believe this then you’re actually missing a trick.\u003C\u002Fp>\n\u003Cp>73% of marketers are doing more content than ever but 46% say it’s ineffective or distinctly average in performance. It’s very difficult to measure the effective “content hubs despite Google promoting the need of good quality content.\u003C\u002Fp>\n\u003Ch2 id=\"how-to-do-and-measure-effective-content-marketing\">How to do and measure effective content marketing\u003C\u002Fh2>\n\u003Cp>There are 3 types of content;\u003C\u002Fp>\n\u003Col>\n\u003Cli>\u003Cstrong>Ranking content; \u003C\u002Fstrong>the content that ranks for certain keywords in order to gain traffic and encourage conversions.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Customer engagement content; \u003C\u002Fstrong>content that engages with customers at various points in the buying cycle. Again, the aim is to acheive relevant traffic that you can remark to. Maybe acheive social followers, links, email sign ups etc. tooTo exemplify this, Ian calls upon a case study; Betty’s Blogger Tea Party. The event invited influential bloggers and accompanied the idea with long-form content, hashtags etc. The Tea Party acheived 21 linking root domains and 3x YouTube videos along with lots of social results.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Viral content; \u003C\u002Fstrong>content that aims to engage with a large audience. This doesn’t neccessarily mean the traditional meaning of “Viral”, but it is content that its intended to have a wider reach to acheive diverse backlink profile.As an example of Viral content, Ian show’s an example from Viking, where his agency created a mural of post it notes. The content acheived 235 total coverage, 212 live links with an average DA of 42. It resonated with the Star Wars community and with the links acheived, significantly improved key terms from page four to page one, without any on-site optimisation occuring.Identify trends, hypes and topics that engage a mass audience. What will hit the nerve of the wider public? Viral content also encourages social shares, likes etc. as well as links.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>A common mistake with marketers is that they confuse customer engagement content with viral content. Marketers need to know the aims and objectives of these two approaches and what differentiates them. \u003Cem>“Put them both in separate buckets” .\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>Some other key take aways included:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Marketers need to realise that conversions from content are scarce;\u003C\u002Fli>\n\u003Cli>Conversions from search are plenty;\u003C\u002Fli>\n\u003Cli>The true purpose of content marketing is to achieve and drive backlinks;\u003C\u002Fli>\n\u003Cli>Conversion from search dwarf conversions from any other marketing channel;\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cem>Ian Harris is the Director \u003C\u002Fem>at\u003Cem> the global digital marketing agency, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.searchlaboratory.com\u002F\">Search Laboratory\u003C\u002Fa>. You can follow him on Twitter \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FIan_M_Harris\">here\u003C\u002Fa>.\u003C\u002Fem>\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],143,[19,20,21,22,23,24,25,26,27],"post-2695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-search-leeds",{"page_content_modules":29,"hero":171},[30,127],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Leeds: Content Confusion by Ian Harris",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":43,"job_title":39,"specialist_service_links":44,"photo":71},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[45,62],{"page":46,"link_text":51},{"ID":47,"post_author":48,"post_date":49,"post_date_gmt":49,"post_content":50,"post_title":51,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":54,"to_ping":50,"pinged":50,"post_modified":55,"post_modified_gmt":55,"post_content_filtered":50,"post_parent":56,"guid":57,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":61},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",{"page":63,"link_text":66},{"ID":64,"post_author":48,"post_date":65,"post_date_gmt":65,"post_content":50,"post_title":66,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":67,"to_ping":50,"pinged":50,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":50,"post_parent":56,"guid":69,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":70},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-06-30 09:19:16","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":75,"url":76,"link":77,"alt":50,"author":78,"description":50,"caption":50,"name":79,"status":80,"uploaded_to":56,"date":81,"modified":81,"menu_order":56,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":128,"reduced":32,"top_overlap":129,"bottom_underlap":129,"disable_observer":-1,"heading":130,"cta_text":131,"cta_link":132,"items":133},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[134,147,156],{"type_key":20,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":145},"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",[142],{"name":143,"image":144},"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":146,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":139,"image":152,"authors":153,"category":155},"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",[154],{"name":143,"image":144},{"to":146,"name":51},{"type_key":20,"title":157,"excerpt":158,"to":159,"postedAt":160,"readingTime":161,"image":162,"authors":163,"category":170},"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",[164,167],{"name":165,"image":166},"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":168,"image":169},"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":146,"name":51},{"type":172,"style":173,"heading":33,"date":4,"updatedAt":174,"reading_minutes":175,"image":176,"imageAlt":33,"categories":177,"collections":356},"blog-post","light","2022-02-07T16:48:43",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FHG3lUOmH-050720211625527290_content-confusion-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[178],{"id":10,"count":179,"description":180,"link":146,"name":51,"slug":54,"taxonomy":181,"parent":56,"meta":182,"acf":183,"head_links":184,"resource_count":185,"yoast_title":186,"yoast_meta":187,"yoast_json_ld":232,"_links":328,"path":146},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>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[188,190,193,196,199,202,205,207,209,211,214,217,220,223,226,229],{"property":189,"content":186},"title",{"property":191,"content":192},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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