[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-love-wil-reynolds":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":17,"class_list":19,"acf":30,"head_links":496,"breadcrumbs":497,"reading_minutes":141,"category":504,"head":507},"2017-10-17T09:13:50",{"rendered":6},"\u003Cp>Wil opens his talk with the suggestion that we don’t do enough talking about money in SEO. We do in PPC – and that’s why they get our client’s money! It doesn’t matter how much we learn today, if none of it equates to ££££’s, it’s not worth anything.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8198\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDJfGjskm-050720211625523137_wil-reynolds-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"wil reynolds search love\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>He also believes that better integrated teams make better decisions. And that simplicity is the best way to get people to do things.\u003C\u002Fp>\n\u003Cp>His three tips are:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Talk about money\u003C\u002Fli>\n\u003Cli>Integrate it\u003C\u002Fli>\n\u003Cli>Be simple\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"wildly-important-goals\">Wildly Important Goals\u003C\u002Fh2>\n\u003Cp>Wil gave an example of asking himself what the most important thing he could work on would be. At the time, he was reading The 4 Disciplines of Execution by Sean Covey – which he recommends. Instead of asking what’s the most important thing you should work on, you should ask:\u003C\u002Fp>\n\u003Cblockquote>\u003Cp>If every other area of our operation stayed at the current level of performance, what is the one area whee change would have the biggest impact?\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Cp>For Wil, that provides instant focus.\u003C\u002Fp>\n\u003Cp>He put together his WIG – Wildly Important Goals.\u003C\u002Fp>\n\u003Cp>One was a team swap. He had his PPC and SEO people swap teams. That meant they were able to understand what the other teams were doing, and be able to integrate their tools and techniques.\u003C\u002Fp>\n\u003Cp>Apparently, Wil doesn’t have quite as much sway in his business as he wants! Only one person in the company swapped teams. It annoyed him that he was able to be more strategic because he had more knowledge from the different teams, and loads of tools – but his team wasn’t doing it.\u003C\u002Fp>\n\u003Cp>His vision, bottom line, was integration. So he thought fine, don’t swap teams, I’ll just create your strategies for you.\u003C\u002Fp>\n\u003Cp>He uses Power BI, Domo, Tableau.\u003C\u002Fp>\n\u003Ch2 id=\"evaluate-the-current-state-of-keyword-research\">Evaluate the current state of keyword research\u003C\u002Fh2>\n\u003Cp>This is how we do it now:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Talk to client\u003C\u002Fli>\n\u003Cli>Run keywords through tools\u003C\u002Fli>\n\u003Cli>Come up with a CTR curve (which, he says, is moronic – because people don’t search like that!)\u003C\u002Fli>\n\u003Cli>Prioritise then optimise\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>OK, so that’s how we used to do it. What Wil does is he takes 250,000 keywords with cost, position, conversions, snippets, real CTRs. He does this using Power BI.\u003C\u002Fp>\n\u003Cp>What he can create is a graph which shows conversions, average positions and average search volumes and which can then identify the areas to focus on. It integrates SEO and PPC data.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3367\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F9pRO0o9t-power-bi-wil-reynolds-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"power bi wil reynolds\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>CTR curves are pointless. Why use generic ones when the information you need sits inside Google Search Console? You can create your client’s personal CTR curve with Power BI.\u003C\u002Fp>\n\u003Cp>There aren’t any videos for Power BI for marketers.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Power BI doesn’t work on a Mac 🙁\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Ch2 id=\"1-build-your-data-warehouse\">1) Build your data warehouse\u003C\u002Fh2>\n\u003Cp>Go to google.adwords.com and put in all your data, then export.\u003C\u002Fp>\n\u003Cp>Wil showed data from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.petdoors.com\u002F\">petdoors.com\u003C\u002Fa> (who kindly allowed him to do so – thanks guys!). Go to Analytics, get the list of landing pages and export into your spreadsheet.\u003C\u002Fp>\n\u003Ch2 id=\"2-clean-up-your-data\">2) Clean up your data\u003C\u002Fh2>\n\u003Cp>Get your search queries from AdWords (not keywords, search queries) and the URL – you’ll need to clean them all up to be the same format. Just use find and replace to do this.\u003C\u002Fp>\n\u003Cp>You can then integrate STAT data, SEMRush data, whatever other data sets you want.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3368\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6RGgAcNA-wil-reynolds-data-sets-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"wil reynolds data sets\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"3-organise-your-data\">3) Organise your data\u003C\u002Fh2>\n\u003Cp>Use files and folders in Power BI. You can also use macros to automatically clean them up for you. You can also automate the updates and build a huge data centre.\u003C\u002Fp>\n\u003Ch2 id=\"4-connect-it-all\">4) Connect it all\u003C\u002Fh2>\n\u003Cp>Using Power BI, you can then create relationships between columns. Often, this results in errors when you try to marry the data together – so you have to cheat it.\u003C\u002Fp>\n\u003Cp>Go to ‘edit queries’, look ay you two data sets that are likely to have two data sets with the same information in it twice. So order your data by ranking position, then remove the duplicate keywords.\u003C\u002Fp>\n\u003Cp>You’ll need to be bidding on the keywords in PPC to be able to get the proper CTRs.\u003C\u002Fp>\n\u003Cp>You can keep adding all sorts of stuff into this, any data set you like – even stuff like weather.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3369\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FMOgkY0ZB-wil-reynolds-data-analysis-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"wil reynolds data analysis\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>Be aware that Power BI will try to help you out by doing things like SUMMING your rankings – you don’t want that! Double check your source file.\u003C\u002Fp>\n\u003Ch2 id=\"5-visualise-your-data\">5) Visualise your data\u003C\u002Fh2>\n\u003Cp>Power BI will automatically visualise your data as a ‘count’ – Wil recommends using averages instead. You can combine multiple reports, too.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Technical SEO and PPC\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>These go together too!\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3370\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FtdrfsnML-wil-reynolds-technical-seo-and-ppc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"wil reynolds technical seo and ppc\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"wils-slides\">Wil’s slides\u003C\u002Fh2>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FA2wJV0j7cOWZGA\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"PowerBI for Search Marketers (SEO, PPC, Analytics)\" href=\"\u002F\u002Fwww.slideshare.net\u002Fwilreynolds\u002Fpowerbi-for-search-marketers-seo-ppc-analytics\" target=\"_blank\" rel=\"noopener noreferrer\">PowerBI for Search Marketers (SEO, PPC, Analytics)\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002Fwilreynolds\" target=\"_blank\" rel=\"noopener noreferrer\">Wil Reynolds\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n",false,"standard",[10,11],41,1,[13],{"id":14,"name":15,"path":16},67,"Search Love","\u002Fblog\u002Fcollection\u002Fsearch-love\u002F",[18],135,[20,21,22,23,24,25,26,27,28,29],"post-3365","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement","category-seo","collections-search-love",{"page_content_modules":31,"hero":137},[32,98],{"acf_fc_layout":33,"reduced":34,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":34,"title":35,"content":6,"authors":36},"blog_post_content",true,"Search Love: Using Power BI to Bust Silos – Wil Reynolds",[37],{"id":38,"path":39,"display_name":40,"job_title":41,"description":42,"avatar_url":43,"acf":44},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":41,"full_bio":41,"specialist_service_links":7,"photo":45},{"ID":46,"id":46,"title":47,"filename":48,"filesize":49,"url":50,"link":51,"alt":41,"author":52,"description":41,"caption":41,"name":53,"status":54,"uploaded_to":49,"date":55,"modified":55,"menu_order":49,"mime_type":56,"type":57,"subtype":58,"icon":59,"width":60,"height":60,"sizes":61},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":62,"thumbnail-width":63,"thumbnail-height":63,"medium":64,"medium-width":65,"medium-height":65,"medium_large":66,"medium_large-width":67,"medium_large-height":67,"large":68,"large-width":69,"large-height":70,"1536x1536":71,"1536x1536-width":72,"1536x1536-height":72,"2048x2048":73,"2048x2048-width":74,"2048x2048-height":74,"post-thumbnail":75,"post-thumbnail-width":76,"post-thumbnail-height":77,"12_col":78,"12_col-width":79,"12_col-height":80,"default_landscape":81,"default_landscape-width":82,"default_landscape-height":83,"default_portrait":84,"default_portrait-width":83,"default_portrait-height":82,"6_col_and_margin_short":85,"6_col_and_margin_short-width":76,"6_col_and_margin_short-height":80,"11_col_and_margin":86,"11_col_and_margin-width":87,"11_col_and_margin-height":80,"9_col_rectangle":88,"9_col_rectangle-width":89,"9_col_rectangle-height":90,"11_col":91,"11_col-width":92,"11_col-height":80,"staff_image_696_600":93,"staff_image_696_600-width":94,"staff_image_696_600-height":83,"rectangular_thumbnail":95,"rectangular_thumbnail-width":96,"rectangular_thumbnail-height":97},"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":99,"reduced":34,"top_overlap":100,"bottom_underlap":100,"disable_observer":-1,"heading":101,"cta_text":102,"cta_link":103,"items":104},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[105,119,128],{"type_key":21,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":116},"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",[113],{"name":114,"image":115},"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":117,"name":118},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":21,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":110,"image":124,"authors":125,"category":127},"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",[126],{"name":114,"image":115},{"to":117,"name":118},{"type_key":21,"title":129,"excerpt":130,"to":131,"postedAt":132,"readingTime":110,"image":133,"authors":134,"category":136},"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",[135],{"name":114,"image":115},{"to":117,"name":118},{"type":138,"style":139,"heading":35,"date":4,"updatedAt":140,"reading_minutes":141,"image":142,"imageAlt":35,"categories":143,"collections":413},"blog-post","light","2022-02-07T16:48:35",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FDJfGjskm-050720211625523137_wil-reynolds-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[144,329],{"id":10,"count":145,"description":146,"link":147,"name":148,"slug":149,"taxonomy":150,"parent":49,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":297},129,"Here at Impression, ongoing research and training is a huge part of how we keep our \u003Ca href=\"\u002Fmedia-solutions\u002F\">Media Solutions\u003C\u002Fa> team up-to-date with the latest happenings in the world of web & app analytics, martech, \u003Ca href=\"\u002Fmedia-solutions\u002Fdata-science\u002F\">data science\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">media effectiveness\u003C\u002Fa>. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too.\r\n\r\nFind out more about our \u003Ca href=\"\u002Fanalytics\u002F\">Analytics Agency\u003C\u002Fa> services, or browse our latest tips, advice and opinions below.","\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement","measurement","category",[],{"sub_title_override":41,"title_override":41},[],21,"Online Measurement, Analytics & Effectiveness Blog | 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 measurement and analytics trends and strategies can be difficult. 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