[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsmx-london-seo-social-samantha-hearn":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":413,"breadcrumbs":414,"reading_minutes":145,"category":421,"head":423},"2017-05-23T14:05:03",{"rendered":6},"\u003Cp>Samantha doesn’t claim to be a search expert. Instead, she talks about how she focuses on social media, but recognises that we operate in a multi-channel world.\u003C\u002Fp>\n\u003Cp>We work in silos, and we forget how the other channels around us can help us. This is very much the case with SEO and social media.\u003C\u002Fp>\n\u003Ch2 id=\"audience-insight-through-social-media\">Audience insight through social media\u003C\u002Fh2>\n\u003Cp>Samantha says social media can help inform audience understanding, for more effective SEO strategies.\u003C\u002Fp>\n\u003Cp>All social channels come with loads of information about your followers, which gives some great insight.\u003C\u002Fp>\n\u003Cp>But, social media has limited ‘intent’ data. It can be tough to work out why these people buy…\u003C\u002Fp>\n\u003Cp>… But SEO has that insight.\u003C\u002Fp>\n\u003Cp>By combining the insights from social and SEO, we can better understand our audience.\u003C\u002Fp>\n\u003Cp>Some tools Samantha recommends include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>AHREFs\u003C\u002Fli>\n\u003Cli>Google Analytics\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"social-listening\">Social listening\u003C\u002Fh2>\n\u003Cp>This is the first thing Samantha’s team implements. They start at the bottom of the funnel to identify the audience that is already converting.\u003C\u002Fp>\n\u003Cp>They take any key phrase data and plug them into their social listening tools. She says there’s a lot of free tools out there for social listening that make this easier.\u003C\u002Fp>\n\u003Cp>Look at what people are saying about that topic to uncover questions:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>what type of content?\u003C\u002Fli>\n\u003Cli>what post type?\u003C\u002Fli>\n\u003Cli>what time of day?\u003C\u002Fli>\n\u003Cli>what communities?\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"landing-pages\">Landing pages\u003C\u002Fh2>\n\u003Cp>They also use the keyword data from SEO to lead into their social posts, better understanding what keywords drive appeal.\u003C\u002Fp>\n\u003Ch2 id=\"google-featured-answers\">Google featured answers\u003C\u002Fh2>\n\u003Cp>They use Google featured answers to better understand what the user is looking for and then create content around that.\u003C\u002Fp>\n\u003Ch2 id=\"honeypot-campaigns\">Honeypot campaigns\u003C\u002Fh2>\n\u003Cp>Samantha says they use social to drive traffic to build remarketin campaigns.\u003C\u002Fp>\n\u003Cp>It’s all about creating the right kind of honey – meaning content. Make sure it connects what you want to convert to the things thatwill drive that initial interrest.\u003C\u002Fp>\n\u003Cp>This means that content is created, then distrubuted through social, then put into remarketing lists to hopefully convert them.\u003C\u002Fp>\n\u003Cp>The objective is therefore to drive clisks through to the website. That’s why it’s important to know who your audience is, and create conten for them.\u003C\u002Fp>\n\u003Cp>Things that work well for this include:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>story led content\u003C\u002Fli>\n\u003Cli>thought leadership content\u003C\u002Fli>\n\u003Cli>competition content\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Then layer in data from in category affinity interests and other insights from SEO to recruit the right kind of bees to get conversions at the end.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},63,"SMX","\u002Fblog\u002Fcollection\u002Fsmx\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-smx",{"page_content_modules":29,"hero":141},[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,"SMX London: How SEO Can Help Social – Samantha Hearn",[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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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",[111],{"name":112,"image":113},"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":115,"name":116},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":108,"image":122,"authors":123,"category":125},"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",[124],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":140},"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",[134,137],{"name":135,"image":136},"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":138,"image":139},"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":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":326},"blog-post","light","2022-02-07T16:48:38",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FWYu8yRPs-050720211625524405_samantha-hearn-smx-london-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":156,"yoast_title":157,"yoast_meta":158,"yoast_json_ld":202,"_links":298,"path":115},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[159,161,164,167,170,173,176,178,180,182,185,188,191,194,196,199],{"property":160,"content":157},"title",{"property":162,"content":163},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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