[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-stop-best-practicing-start-stephen-kenwright":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":412,"breadcrumbs":413,"reading_minutes":143,"category":420,"head":422},"2016-07-07T16:00:25",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.stephenkenwright.co.uk\u002F\">Stephen Kenwright\u003C\u002Fa> is Branded3’s director of search. His presentation touched upon the confusion associated with the term ‘best practice’.\u003C\u002Fp>\n\u003Cp>He says people come into the workplace expecting a ‘bible’ full of ‘best practice’ methods, but he likened it to Wikipedia in the sense that ‘best practice’ is really something that’s being contributed to by everyone.\u003C\u002Fp>\n\u003Cp>Stephen believes there are confusing messages where one article says one way to carry out ‘best practice’ , while another says something completely contradicting.\u003C\u002Fp>\n\u003Cp>His message was that ‘best practice’ doesn’t work \u003Cem>all\u003C\u002Fem> of the time, sometimes what you should actually be doing is trying something for yourself. The reason ‘best practice’ isn’t always valid, he says, is because the web is always changing.\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>\u003Cem>\u003Cstrong>Best practice changes with the web.\u003C\u002Fstrong>\u003C\u002Fem>\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>“Google hasn’t always got it right,” he adds.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Here are some other key takeaways from Stephen’s talk: \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>50% of local searches end up in store within a day. Stephen said: “local search is nowhere near as big as it’s going to be…it’s going to be huge.”\u003C\u002Fli>\n\u003Cli>Stephen recommended investing in a Local Management Platform (LMP) like Yext, a technology company that enables businesses to update location-related information on multiple websites from one place.\u003C\u002Fli>\n\u003Cli>Find new ways to use old things. For example, using paid search to get links.\u003C\u002Fli>\n\u003Cli>Key Best practice = \u003Cem>why, not how\u003C\u002Fem>\u003C\u002Fli>\n\u003Cli>Thin content. Stephen gave an interesting example here based on a simple, but common search term: ‘When do the clocks go back?’  The Daily Mirror ranks fifth for this, with an article that followed what we’ve been told is ‘best practice’; it had video, subheadings, images, call to actions etc. The article on the Government’s website didn’t adhere to the ‘typical best practice’ rules – yet it ranks \u003Cem>first\u003C\u002Fem>.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2705 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Frbk4qBeL-Screen-Shot-2016-07-07-at-16.59.33.png?auto=compress%2Cformat&q=90\" alt=\"Search Results\" width=\"621\" height=\"661\" \u002F>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Taken from the Daily Mirror:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2706 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FjguO757X-Screen-Shot-2016-07-07-at-17.06.06.png?auto=compress%2Cformat&q=90\" alt=\"Daily Mirror \" width=\"704\" height=\"784\" \u002F>\u003C\u002Fp>\n\u003Cp>Taken from the Gov.UK:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2707 size-full\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FUjcsPYiX-Screen-Shot-2016-07-07-at-17.03.20.png?auto=compress%2Cformat&q=90\" alt=\"'When do the clocks change?'\" width=\"1061\" height=\"614\" \u002F>\u003C\u002Fp>\n\u003Cp>Definitely food for thought…\u003C\u002Fp>\n",false,"standard",[10],39,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-2704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","collections-search-leeds",{"page_content_modules":29,"hero":139},[30,96],{"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: Stop best practicing, start doing by Stephen Kenwright",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},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. 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We’re certainly seeing the impacts of these changes en masse. 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It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[125],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":128,"excerpt":129,"to":130,"postedAt":131,"readingTime":132,"image":133,"authors":134,"category":138},"Bing vs Google: Search Engine Comparison 2026","\u003Cp>In the Bing vs Google debate, many would point to the widespread popularity of Google – the world’s largest search engine – as evidence that users prefer it to its closest rival. Figures suggest that Google has 1 billion daily active users compared to Bing’s 100 million. Yet whilst Google continues to dominate the global […]\u003C\u002Fp>\n","\u002Fblog\u002Fbing-differ-google\u002F","2026-06-11T16:15:35",31,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FBing-logo.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[135],{"name":136,"image":137},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":140,"style":141,"heading":33,"date":4,"updatedAt":142,"reading_minutes":143,"image":144,"imageAlt":33,"categories":145,"collections":329},"blog-post","light","2022-02-07T16:48:42",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FV0t0luD1-050720211625527254_Screen-Shot-2016-07-07-at-12.04.20.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[146],{"id":10,"count":147,"description":148,"link":115,"name":116,"slug":149,"taxonomy":150,"parent":47,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":297,"path":115},282,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":39,"title_override":39,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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