[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fseo-reporting-insights-for-2026":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":16,"acf":25,"head_links":421,"breadcrumbs":422,"reading_minutes":239,"category":430,"head":432},"2026-05-05T16:44:59",{"rendered":6},"\n\u003Cp>When performance shifts, the “why” isn’t always simple to pinpoint. While we’d love to always credit a specific metadata tweak or cannibalisation issue for changes in performance, the reality of search is often a complex web of external factors, technical nuances and shifting user behaviour. \u003C\u002Fp>\n\n\n\n\u003Cp>Failing to account for these hidden drivers doesn’t just lead to incomplete reports; it erodes the trust of your stakeholders.\u003C\u002Fp>\n\n\n\n\u003Cp>The team at Impression has pulled together a collection of often-overlooked insights to help you dig deeper. These tips will help you move beyond the ‘what’ and master the ‘why’ – allowing you to tell a more compelling story and secure the buy-in you need.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#stay-vigilant-of-paid-vs-organic-cannibalisation-in-serps\">Stay vigilant of paid vs. organic cannibalisation in SERPS\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#serp-features-can-contribute-to-zero-click-searches\">SERP features can contribute to zero-click searches\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#intent-pruning-and-prioritising-conversion-over-top-of-funnel-reach\">Intent pruning and prioritising conversion over top-of-funnel reach\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#connecting-social-push-to-search-pull-with-linguistic-trend-mapping\">Connecting social ‘push’ to search ‘pull’ with linguistic trend mapping\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#dont-ignore-informational-content-value-when-54-4-of-uk-searches-are-now-zero-click\">Don’t ignore informational content value when 54.4% of UK searches are now zero-click\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#finding-hidden-value-in-googles-free-shopping-listings\">Finding \"hidden\" value in Google’s free shopping listings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#check-that-low-quality-legacy-pages-arent-holding-back-the-performance-of-your-other-content\">Check that low-quality legacy pages aren’t holding back the performance of your other content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#account-for-amazon-prime-day-and-other-amazon-sales-throughout-the-year\">Account for Amazon Prime Day and other Amazon sales throughout the year \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#if-youre-optimising-for-the-b2b-space-dont-dismiss-bing-as-part-of-your-strategy-or-reporting\">If you’re optimising for the B2B space, don’t dismiss Bing as part of your strategy or reporting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#check-for-leaks-in-user-experience-if-traffic-is-stable-but-sales-drop\">Check for leaks in user experience if traffic is stable but sales drop\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#dont-forget-about-last-years-promotions-when-comparing-the-year-vs-the-previous-year\">Don’t forget about last year’s promotions when comparing the year vs the previous year \u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-weather-could-be-the-reason-behind-a-sudden-spike-or-a-sudden-drop-in-sessions-and-revenue\">The weather could be the reason behind a sudden spike or a sudden drop in sessions and revenue\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#if-sessions-are-looking-extremely-good-check-its-not-too-good-to-be-true\">If sessions are looking extremely good - check it’s not too good to be true\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"stay-vigilant-of-paid-vs-organic-cannibalisation-in-serps\">Stay vigilant of paid vs. organic cannibalisation in SERPS\u003C\u002Fh2>\n\n\n\n\u003Cp>To really optimise website content for the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fserp-features\u002F\">SERPs\u003C\u002Fa>, it’s important to ensure that paid media teams are working closely with the SEO team to ensure that ads are not running where \u003Cstrong>SEO already succeeds in too many cases.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst taking up real estate in the SERPs is a positive thing – and having your brand in both paid and organic listings can help foster brand confidence and trust (especially now with paid ads taking up more room and being harder to distinguish from organic listings!) – it’s worthwhile keeping an eye on how much the ad clicks could be costing you if you’re already ranking in position 1 for the same keywords.\u003C\u002Fp>\n\n\n\n\u003Cp>There have been many websites that have had a drop off in clicks (especially for homepages) – as users tend to be more likely not to care about whether they click on an ad when they’re already confident with the website they’d like to land on. However, if they are searching for your brand specifically, they’re likely to click the organic listing if an ad isn’t present.\u003C\u002Fp>\n\n\n\n\u003Cp>In a specific example where this has been the case, we pulled together the correlation between organic branded clicks going down on the homepage and paid ad spend on branded keywords associated with the homepage (and subsequently clicks on those ads), increasing almost perfectly in line.\u003C\u002Fp>\n\n\n\n\u003Cp>So, if you’re losing clicks to your homepage, and have checked various other factors, e.g. seasonal demand, pausing\u002Freducing social media content, SERP feature changes etc,  then it’s worth reviewing with the paid media teams to ensure the right balance of ads are in place where organic listings are performing well and are visible right at the top of the SERPs (that part is vital!). It could be ads stealing your organic clicks!\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Takeaway:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>It’s useful to run a test here and see what performance changes happen – rather than committing to lots of big changes straight away. Ads should only be paused if the organic result is visually dominant (not pushed down by AIOs\u002Fads) and usually has a high CTR.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>In cases where it’s actually SERP feature \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fkeyword-cannibalisation\u002F\">\u003Cstrong>cannibalisation\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>, see below. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"serp-features-can-contribute-to-zero-click-searches\">SERP features can contribute to zero-click searches\u003C\u002Fh2>\n\n\n\n\u003Cp>Ranking #1 has traditionally always been the ultimate goal, but ranking in 1st position does not \u003Cstrong>always\u003C\u002Fstrong> mean you’re guaranteed clicks.\u003C\u002Fp>\n\n\n\n\u003Cp>If you notice that clicks are starting to decline, despite high rankings, look at the actual search page layout. Google might have dropped a “People Also Ask” block, a product grid or an AI overview right on top of you – the latter, contributing to the ‘zero click’ phenomenon. You’re still technically the first blue link in the organic list, but visually, you’re much further down. Since we can’t rank higher than #1, we have to pivot.\u003C\u002Fp>\n\n\n\n\u003Cp>Recent data pulled together by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.aleydasolis.com\u002Fen\u002Fsearch-engine-optimization\u002Fserp-shifts-ads-remonetized\u002F\">Aleyda Solis\u003C\u002Fa> shows that paid results have nearly doubled their click share in \u003Cstrong>some\u003C\u002Fstrong> places, forcing brands to buy back visibility they previously earned organically. To adapt, businesses should stop treating this as \u003Cstrong>just\u003C\u002Fstrong> an AI problem and instead diversify their presence by investing in high-growth organic areas like YouTube, Reddit and brand-building.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, it’s worth looking at what SERP features are present and evaluating what you can do to show up in those spaces, too. For example, ensuring total data alignment between your Google Merchant Centre feed and on-site Product Variant structured data, while focusing on descriptive product titles and competitive factors like price and shipping policies to help increase visibility in product grids\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcallum-lockwood\u002F\">Callum Lockwood\u003C\u002Fa> on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmajestic.com\u002Fseo-in-2025\u002Fadditional-insights\u002Fcallum-lockwood\">Majestic’s podcast series SEO in 2025\u002F2026\u003C\u002Fa> offers some helpful advice on how to increase visibility on product grids.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"intent-pruning-and-prioritising-conversion-over-top-of-funnel-reach\">Intent pruning and prioritising conversion over top-of-funnel reach\u003C\u002Fh2>\n\n\n\n\u003Cp>Traffic counts can lie to you. If you update a guide and see clicks drop while sales rise, you’ve still succeeded. Moving big batches of content production from excessive, broad “top of funnel” to specific “middle of funnel” answers scares off the window shoppers but keeps users with a higher buying intent\u003C\u002Fp>\n\n\n\n\u003Cp>You can diagnose “TOFU bloat” by auditing your top-trafficked pages; if your most popular guides contribute zero to your conversions or pipeline, you may have prioritised reach over resonance. Whilst content from all stages of the funnel is vital, too much TOFU content, without considering other stages of the user journey (MOFU and BOFU), could affect your bottom line.\u003C\u002Fp>\n\n\n\n\u003Cp>So if your vanity metrics, such as sessions, are dropping as a result of changing your strategy here, investigate whether this is really a ‘bad thing’ by taking a look at conversions on your new or optimised MOFU content.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"connecting-social-push-to-search-pull-with-linguistic-trend-mapping\">Connecting \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fpush-pull-marketing\u002F\">social ‘push’ to search ‘pull’\u003C\u002Fa> with linguistic trend mapping\u003C\u002Fh2>\n\n\n\n\u003Cp>Search is the pull that follows the social push. TikTok creates the feelers (e.g. Fisherman-core), but Google handles the utility (e.g. Green Vests). People don’t always search for the trend name – they search for the components required to replicate it.\u003C\u002Fp>\n\n\n\n\u003Cp>In your reporting, you should move beyond static keyword volumes to track demand translation, specifically monitoring how social media shifts correlate with surges in descriptive, unbranded nouns and an expansion of unique long-tail queries. Instead of just tracking the trend name (e.g. “Fisherman-core”), audit the “Halo Effect” by measuring the growth in search surface area – where a single category page begins ranking for a higher diversity of aesthetic-related terms.\u003C\u002Fp>\n\n\n\n\u003Cp>By cross-referencing internal site search data with Google Search Console, impressions for “zero-volume” keywords (terms too new for SEO tools to catch, which represent the bleeding edge of consumer trends), you can prove to clients and stakeholders that you are capturing real-time human intent before the competition even identifies the trend\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Translate the Trend:\u003C\u002Fstrong> When a trend like “Quiet Luxury” or “Fisherman-core” spikes, don’t just optimise for the keyword. Create a “Trend Map” – e.g.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>\u003Cem>Social Term:\u003C\u002Fem> \u003C\u002Fstrong>“Coastal Grandmother”\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>\u003Cem>Google Search Term:\u003C\u002Fem> \u003C\u002Fstrong>“White linen button blouse,” “Straw sun hats,” “Ecru cashmere jumper”\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you have a blog post about a trend, link it directly to the category pages that actually house the products. This bridges the gap between the user’s inspiration and their purchase.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"dont-ignore-informational-content-value-when-54-4-of-uk-searches-are-now-zero-click\">Don’t ignore informational content value when 54.4% of UK searches are now zero-click\u003C\u002Fh2>\n\n\n\n\u003Cp>With more customers using AI to start their search journeys, we’re seeing a common theme: informational content is experiencing consistent click losses. This is because users are getting their answers elsewhere, whether that’s via YouTube, ChatGPT or Google’s AI Overviews.\u003C\u002Fp>\n\n\n\n\u003Cp>While it’s tempting to ask, \u003Cstrong>\u003Cem>“What’s the value of this content?”\u003C\u002Fem>\u003C\u002Fstrong>\u003Cstrong> \u003C\u002Fstrong>if clicks are down, that’s short-sighted. This content remains vital for supporting your primary keywords and, crucially, driving your brand’s visibility within AI-generated search results.\u003C\u002Fp>\n\n\n\n\u003Cp>I recommend setting up \u003Cstrong>AI visibility\u003C\u002Fstrong> tracking to communicate the value this content delivers across the wider search landscape. At Impression, we’re currently using tools like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fahrefs.com\u002F\">Ahrefs\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fotterly.ai\u002F\">Otterly\u003C\u002Fa> to help clients report on this “invisible” reach.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"finding-hidden-value-in-googles-free-shopping-listings\">Finding “hidden” value in Google’s free shopping listings\u003C\u002Fh2>\n\n\n\n\u003Col start=\"6\" class=\"wp-block-list\">\u003C\u002Fol>\n\n\n\n\u003Cp>Google Shopping’s free listings have exploded over the last 12 months. They now appear across the vast majority of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">e-commerce\u003C\u002Fa> results and look almost identical to the paid shopping experience. By leveraging your Merchant Centre feed and structured data, you can drive high-intent revenue that simply appears as “organic” in GA4.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>To check your eligibility and start reporting on this specific win, I’d recommend:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Audit your feed\u003Cbr>\u003C\u002Fstrong>Ensure your Merchant Centre feed is healthy and that your product structured data validates correctly.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Isolate the data\u003C\u002Fstrong>\u003Cstrong>\u003Cbr>\u003C\u002Fstrong>In Google Search Console’s performance tab, add the “Merchant listings” search appearance filter. This helps you identify the specific keywords and product pages driving this performance.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>The Narrative\u003C\u002Fstrong>\u003Cstrong>\u003Cbr>\u003C\u002Fstrong>Report on these metrics monthly to show how you’re winning “ad-like” space on the SERP without the CPC cost.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"check-that-low-quality-legacy-pages-arent-holding-back-the-performance-of-your-other-content\">Check that low-quality legacy pages aren’t holding back the performance of your other content\u003C\u002Fh2>\n\n\n\n\u003Cp>If you’re working on a large site (like a large \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fecommerce-seo\u002F\">e-commerce\u003C\u002Fa> clothing site, for example), sometimes you have to kill parts of your site to save the rest. Deleting hundreds of low-value, low-quality pieces of content, like old tags or expired promos, usually causes a temporary traffic dip, but we often see money pages start to climb. This is about \u003Cstrong>\u003Cem>crawl efficiency\u003C\u002Fem>\u003C\u002Fstrong> – because you’re forcing Googlebot to stop wasting time on pages with no value and focus on the pages that make you money. \u003C\u002Fp>\n\n\n\n\u003Cp>In large-scale e-commerce, thin content usually hides in these three places:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Thousands of URLs\u003C\u002Fstrong> created by color\u002Fsize\u002Fprice filters (e.g., …\u002Flamps?colour=grey&size=xl&price=low).\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Legacy tags\u003C\u002Fstrong> like “Summer 2019” that have three out-of-stock products.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Internal search results –\u003C\u002Fstrong>  where your site search pages are indexable, they are likely eating your crawl budget.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>Run a crawl (e.g. Screaming Frog, Sitebulb or Lumar) and map it to your analytics. Any page that has \u003Cstrong>0 clicks, 0 conversions, and 0 backlinks\u003C\u002Fstrong> over the last 12 months is your primary candidate for removal.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"account-for-amazon-prime-day-and-other-amazon-sales-throughout-the-year\">Account for Amazon Prime Day and other Amazon sales throughout the year \u003C\u002Fh2>\n\n\n\n\u003Cp>If you sell your products both on your own site and via Amazon, it is very normal to see a site-side revenue dip during Prime Day. Shoppers aren’t necessarily ignoring your brand – they’re just chasing the convenience of their Prime membership. They see your product on your site and then jump to Amazon to check for a lightning deal or free next-day shipping.\u003C\u002Fp>\n\n\n\n\u003Cp>It isn’t necessarily a failure of your SEO – it can just be as simple as users shopping around for the best deals.\u003C\u002Fp>\n\n\n\n\u003Cp>In the meantime, it’s useful to map events like Prime Day out ahead of time and provide your own unique incentives for buying directly from the site, e.g. free gifts with purchase, discounts and other perks to help offset any dips you see around Amazon Prime Day.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-youre-optimising-for-the-b2b-space-dont-dismiss-bing-as-part-of-your-strategy-or-reporting\">If you’re optimising for the B2B space, don’t dismiss Bing as part of your strategy or reporting\u003C\u002Fh2>\n\n\n\n\u003Cp>B2B software clients often see a surprising amount of traffic from Bing compared to their B2C counterparts. I find the reason is largely environmental. Most corporate environments run on Windows PCs, and as such, Microsoft Edge and Bing are the default browser and search engine.\u003C\u002Fp>\n\n\n\n\u003Cp>Decision makers in these industries will likely be researching solutions to problems whilst in the workplace – meaning they’ll likely end up using Bing. \u003C\u002Fp>\n\n\n\n\u003Cp>Whilst Bing and Google have their similarities and well-optimised content, they should, in theory, perform well in both search engines; there are some slight differences and tips to take away here to open up your website entry points. For example, Bing places a distinct premium on domain age and multimedia quality, rewarding sites that offer high-resolution, visually rich assets and clear, fact-based content structures that are easily extractable by AI.\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, the AI Performance Report in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-bing-webmaster-tools\u002F\">Bing Webmaster Tools\u003C\u002Fa> is really helpful to align your content with grounding queries, which are the specific phrases Microsoft Copilot uses to retrieve and cite sources. \u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"check-for-leaks-in-user-experience-if-traffic-is-stable-but-sales-drop\">Check for leaks in user experience if traffic is stable but sales drop\u003C\u002Fh2>\n\n\n\n\u003Cp>When sessions stay high but sales drop, your user journey might have developed a “leak.” This often happens after a site update or a change in calls-to-action (CTAs). I look at the bounce rate and “add-to-cart” ratios to see exactly where the friction starts. \u003C\u002Fp>\n\n\n\n\u003Cp>If users are still adding items to their baskets at the same rate but failing to check out, the issue is likely something like a new shipping cost or a broken payment gateway. If they aren’t even getting to the add to basket stage, the messaging or UX on the landing page is likely the culprit. This is where talking to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">CRO\u003C\u002Fa> teams is important (where applicable).\u003C\u002Fp>\n\n\n\n\u003Cp>You can check how often your items are added to the cart within the ‘monetisation’ section of GA4 and see helpful graphs and comparisons.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, this ‘purchase journey’ section shows the stages of the buying process and allows me to see changes in user behaviour compared to a previous date range, including steps such as ‘add to basket’ and ‘begin checkout’.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1055\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fpurchase-jounrey-leak.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38947\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"dont-forget-about-last-years-promotions-when-comparing-the-year-vs-the-previous-year\">Don’t forget about last year’s promotions when comparing the year vs the previous year \u003C\u002Fh2>\n\n\n\n\u003Cp>Year-on-year data can be deceptive if you forget last year’s incentives. A massive revenue drop despite stable traffic often traces back to a lapsed promotion. \u003C\u002Fp>\n\n\n\n\u003Cp>If you ran a “20% off” flash sale or a “Buy One Get One Free” deal last June, today’s full-price numbers will naturally look weak by comparison. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s helpful to check with the internal teams to see if we’re currently fighting against the memory of a previous discount. Without an active hook, users may simply be waiting for the next deal to drop.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-weather-could-be-the-reason-behind-a-sudden-spike-or-a-sudden-drop-in-sessions-and-revenue\">The weather could be the reason behind a sudden spike or a sudden drop in sessions and revenue\u003C\u002Fh2>\n\n\n\n\u003Cp>One of the biggest factors I faced when working for an outdoor furniture client was, of course, the weather. A sudden cold snap in April can kill demand overnight, or a really hot week in September could see sales surge. After many years of experience working on this website, I knew if our year-on-year data ever looked “off,” then a quick check of the local weather archives was in order. This allowed me to ensure that any drops or increases when comparing to the previous year were fairly accounted for.\u003C\u002Fp>\n\n\n\n\u003Cp>Helpful tools for looking into this include \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wunderground.com\u002Fhistory\u002F\">Wunderground \u003C\u002Fa>– look into major regions across the country(or countries) that the business operates in, and has seen large upticks or drops in traffic and then draw on any weather themes that could have affected sales in both the previous year and the current date range.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1926\" height=\"964\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fweather-seasonal-sale-changes.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-38949\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Additionally, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fweather.metoffice.gov.uk\u002Flearn-about\u002Fpast-uk-weather-events#y2024\">Met Office\u003C\u002Fa> has a helpful ‘weather history’ page, which details major weather events that date back over 20 years – complete with dates and regions affected in the UK.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"if-sessions-are-looking-extremely-good-check-its-not-too-good-to-be-true\">If sessions are looking extremely good – check it’s not too good to be true\u003C\u002Fh2>\n\n\n\n\u003Cp>Sometimes, domain visibility can spike for the randomest things – once, one of my clients ranked for song lyrics for about two days (which was completely irrelevant to their business), but it affected their visibility, which skewed our ‘real’ data. \u003C\u002Fp>\n\n\n\n\u003Cp>My advice is to dig a little deeper and don’t always just take visibility at face value – if it looks too good to be true, explore the causes behind the visibility surge thoroughly – oftentimes, it is.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"final-thoughts\">\u003Cstrong>Final thoughts\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There are a whole host of other factors that could be at play when it comes to reporting on your performance. There is also a lot of nuance with reporting for different types of industries, and subsequently, what sort of things we should look out for when we pull together these insights, but we’ll leave you with a final point:\u003C\u002Fp>\n\n\n\n\u003Cp>It is imperative that everyone in the marketing team talks to each other. This means that SEO, Paid Media, Strategy, Digital PR and Digital Experience teams, need to have a shared ‘hub’ of information that can be used to tell stories with data.\u003C\u002Fp>\n\n\n\n\u003Cp>Share marketing calendars, share dates that TV adverts or billboards are going live – annotate your GA4 and Google Search Console dashboard with any information or updates – it makes for a well-connected\u003Cstrong> view on what’s really happening with the data.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>One last tip\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>To take things one step further and understand media effectiveness and how each channel works together, look into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmedia-mix-modelling\u002F\">media mix modelling\u003C\u002Fa>, which helps you to determine how different media channels contribute towards achieving the desired marketing goals and uses this to provide an optimal budget distribution. It works by analysing historical data on various media channels and their impact on KPIs. It utilises collected data on media spend, KPIs such as conversions and other context variables such as events, trends or seasonality.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>We work closely with businesses and in-house marketing teams to ensure we’re telling insightful stories with data. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Need help with all things SEO and want to feel like you have fellow SEOs with years of experience helping you as an extension of your team? \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cstrong>Get in touch today\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,"standard",[10],1,[],[13,14,15],157,203,229,[17,18,19,20,21,22,23,24],"post-38914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",{"page_content_modules":26,"hero":235},[27,193],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"SEO Reporting Insights for 2026",[32,114,155],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},64,"\u002Fabout\u002Four-team\u002Frhianne-moriarty\u002F","Rhianne Moriarty","Senior SEO Strategist","I'm an Senior SEO Strategist at Impression. My days usually involve SEO copywriting, performing keyword research, conducting content audits and putting together competitor analyses - all tasks that help clients to achieve their SEO goals! I also love true crime and board games.","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",{"full_bio":40,"job_title":36,"specialist_service_links":41,"photo":59},"\u003Cp>Senior SEO Strategist. Joined Impression in January 2021.\u003C\u002Fp>\n\u003Cp>Prior to Impression, I worked in-house for 5 years as a marketing manager for a group of companies that provided managed IT services. I discovered how integral SEO was to digital marketing during that time and decided to make the move over to agency side and specialise in SEO.\u003C\u002Fp>\n\u003Cp>My days at Impression usually involve SEO copywriting, performing keyword research, conducting content audits and putting together competitor analyses – all tasks that help clients to achieve their SEO goals.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nAchieving a 1st Class Degree in Media and Communication\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’m always on the lookout for somewhere new to have a long walk, finished off with a big dinner and a drink at a country pub! I also love true crime and board games.\u003C\u002Fp>\n",[42],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},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":60,"id":60,"title":61,"filename":62,"filesize":53,"url":63,"link":64,"alt":47,"author":65,"description":47,"caption":47,"name":66,"status":67,"uploaded_to":53,"date":68,"modified":68,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},6352,"Rhianne-Moriaty","OxCBEwDu-Rhianne-Moriaty.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&q=90","\u002Frhianne-moriaty\u002F","33","rhianne-moriaty","inherit","2021-05-21 14:24:15","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"id":115,"path":116,"display_name":117,"job_title":118,"description":119,"avatar_url":120,"acf":121},78,"\u002Fabout\u002Four-team\u002Fkrista-timcuka\u002F","Krista Timčuka","SEO Executive","As an SEO strategist here at Impression, it's my responsibility to create bespoke SEO strategies for our clients, carved to suit their specific business needs by creating engaging content. ","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":118,"full_bio":122,"specialist_service_links":123,"photo":127},"\u003Cp>SEO Strategist. Joined Impression in June 2021.\u003C\u002Fp>\n\u003Cp>I joined the SEO team at Impression straight after graduating from Coventry University with a 1st class degree in Marketing and Advertising. Throughout my four years at university, I deliberately tried to immerse myself in each and every marketing project I could get my hands on to come out of university with an appreciation of marketing theory and real-life work experience.\u003C\u002Fp>\n\u003Cp>At Impression, my day to day involves content writing, pulling and analysing data and making recommendations.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I used to play for Latvia’s women’s and U18 Rugby 7s team\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Find me either in my greenhouse, on the rugby pitch or obsessing about yet another one of my houseplant’s leaves turning yellow.\u003C\u002Fp>\n",[124],{"page":125,"link_text":126},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},"SEO ",{"ID":128,"id":128,"title":129,"filename":130,"filesize":53,"url":131,"link":132,"alt":47,"author":45,"description":47,"caption":47,"name":133,"status":67,"uploaded_to":134,"date":135,"modified":135,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":136,"height":137,"sizes":138},17048,"krista-timcuka","krista-timcuka.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&q=90","\u002Fblog\u002Fthe-impact-of-life-leave-at-impression\u002Fkrista-timcuka-2\u002F","krista-timcuka-2",17036,"2022-05-04 09:54:06",1392,1200,{"thumbnail":139,"thumbnail-width":77,"thumbnail-height":77,"medium":140,"medium-width":79,"medium-height":80,"medium_large":141,"medium_large-width":82,"medium_large-height":83,"large":142,"large-width":85,"large-height":86,"1536x1536":143,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":144,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":145,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":146,"12_col-width":97,"12_col-height":98,"default_landscape":147,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":148,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":149,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":150,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":151,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":152,"11_col-width":109,"11_col-height":98,"staff_image_696_600":153,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":154,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F05\u002Fkrista-timcuka.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":156,"path":157,"display_name":158,"job_title":159,"description":47,"avatar_url":160,"acf":161},145,"\u002Fabout\u002Four-team\u002Fcharlie-cheyette\u002F","Charlie Cheyette","SEO Strategist","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":159,"full_bio":162,"specialist_service_links":163,"photo":166},"\u003Cp>SEO Strategist. Joined Impression in February 2023.\u003C\u002Fp>\n\u003Cp>Before joining Impression, I worked at a small creative agency in Lincoln. It was here that I started to build my skills and knowledge in SEO as well as other areas around digital marketing. I also started an alcoholic drinks company called Festico. This has helped me build my confidence and also exposed me to a range of experiences in the business world.\u003C\u002Fp>\n\u003Cp>My day-to-day at Impression can range from a variety of SEO tasks from keyword research to content writing, every day is different!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nI’m most proud of starting my own drinks company and the experiences it brings. More specifically, my proudest moment would be pitching the business to an audience of 200 people. Something I would never have imagined myself doing.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nOutside of work, I’m always keeping up to date with F1, or anything else motorsport related. I also enjoy snowboarding when I get the chance.\u003C\u002Fp>\n",[164],{"page":165,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},{"ID":167,"id":167,"title":168,"filename":169,"filesize":170,"url":171,"link":172,"alt":47,"author":173,"description":47,"caption":47,"name":174,"status":67,"uploaded_to":53,"date":175,"modified":175,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":176},33323,"Charlie-Cheyette","Charlie-Cheyette.png",362304,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&q=90","\u002Fcharlie-cheyette-2\u002F","12","charlie-cheyette-2","2025-05-29 11:54:16",{"thumbnail":177,"thumbnail-width":77,"thumbnail-height":77,"medium":178,"medium-width":79,"medium-height":80,"medium_large":179,"medium_large-width":82,"medium_large-height":83,"large":180,"large-width":85,"large-height":86,"1536x1536":181,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":182,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":183,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":184,"12_col-width":97,"12_col-height":98,"default_landscape":185,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":186,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":187,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":188,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":189,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":190,"11_col-width":109,"11_col-height":98,"staff_image_696_600":191,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":192,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FCharlie-Cheyette.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"acf_fc_layout":194,"reduced":29,"top_overlap":195,"bottom_underlap":195,"disable_observer":-1,"heading":196,"cta_text":197,"cta_link":198,"items":199},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[200,213,222],{"type_key":18,"title":201,"excerpt":202,"to":203,"postedAt":204,"readingTime":205,"image":206,"authors":207,"category":211},"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",[208],{"name":209,"image":210},"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":212,"name":48},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":18,"title":214,"excerpt":215,"to":216,"postedAt":217,"readingTime":205,"image":218,"authors":219,"category":221},"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",[220],{"name":209,"image":210},{"to":212,"name":48},{"type_key":18,"title":223,"excerpt":224,"to":225,"postedAt":226,"readingTime":227,"image":228,"authors":229,"category":234},"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",[230,231],{"name":35,"image":38},{"name":232,"image":233},"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":212,"name":48},{"type":236,"style":237,"heading":30,"date":4,"updatedAt":238,"reading_minutes":239,"image":240,"imageAlt":30,"categories":241,"collections":420},"blog-post","light","2026-05-05T16:45:00",14,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Fgetty-images-MrP_TjHviuA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[242],{"id":10,"count":243,"description":244,"link":212,"name":48,"slug":51,"taxonomy":245,"parent":53,"meta":246,"acf":247,"head_links":248,"resource_count":249,"yoast_title":250,"yoast_meta":251,"yoast_json_ld":295,"_links":392,"path":212},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",[252,254,257,260,263,266,269,271,273,275,278,281,283,286,289,292],{"property":253,"content":250},"title",{"property":255,"content":256},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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