{"id":39641,"date":"2016-02-25T10:38:45","date_gmt":"2016-02-25T18:38:45","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=39641"},"modified":"2019-11-07T13:59:04","modified_gmt":"2019-11-07T21:59:04","slug":"how-google-removing-right-side-ads-effects-seo","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/","title":{"rendered":"How Google Removing Right-Side Ads from SERPs Affects Organic SEO"},"content":{"rendered":"

Late last week, Google announced that they were dramatically changing the layout of their SERPs by removing right-side ads from the page<\/a>. At the same time, they added an extra ad to the top of the fold for \u201chighly commercial queries\u201d and three text ads to the bottom of the SERPs. This reduces\u00a0the number of paid ads for certain types of SERPs from as many as 11 to a maximum of seven.<\/p>\n

There has been much speculation on what impact this will have in the PPC world, but what do these changes mean for SEOs who are more concerned with organic rankings?<\/p>\n

Should SEOs be changing their tactics in light of the SERP shakeup? Or is it business as usual? There certainly seems to be a general consensus that organic SEO is the loser with all of these changes, but I\u2019m not so sure that that is the case. Let me explain why.<\/p>\n

\"seo<\/p>\n

The SERP Is Still Made Up of 10 Blue Links<\/h2>\n

You might assume that since Google is adding as many as four paid ads to the body of organic SERPs that some organic positions are getting squeezed off the page. This isn\u2019t the case. While organic results are getting pushed down the page slightly (more on this in a bit), the total number of organic results on all SERPs is remaining consistent.<\/p>\n

SERP elements like \u201cIn The News\u201d boxes, related questions, answer boxes, and blended image search results can cause SERPs to include less than the standard 10 results (usually down to nine), but the new ads above and below the SERPs have not lowered the organic SERP result count any further. The same goes for navigational branded searches, which usually only have six or seven organic results. These numbers have remained consistent despite the removal of the right-side ads and the addition (in some instances) of ads above and below the fold.<\/p>\n

So speculation that organic results are being profoundly impacted and somehow severely decreased by this change are not accurate. In so much as the SERP was ever made up of \u201c10 blue links\u201d it still is.<\/p>\n

One Fewer Organic Result Above the Fold<\/h2>\n

The top of fold in Google desktop search results has long been dominated by paid ads. The addition of non-paid SERP enhancements like answer boxes, featured snippets, and most recently, Twitter results, continue to push the top organic results down the page.<\/p>\n

Google\u2019s most recent change does stand to impact organic results that now contain the fourth\u00a0paid ad above the fold. These queries, which according to Google are \u201chighly commercial queries,\u201d now have one organic result displaying above the fold instead of two.<\/p>\n

Statistics from W3Schools<\/a> indicate that the most common screen resolution among Internet users is currently 1366 x 768; 35 percent of Internet users have this specific resolution. Here is what the above the fold section of a SERP looked like with three ads for the search query \u201call inclusive Hawaii trips\u201d for this specific screen resolution:<\/p>\n

\"Google<\/a>
Click to enlarge<\/figcaption><\/figure>\n

And the same query, with four ads above the fold:<\/p>\n

\"Google<\/a>
Click to enlarge<\/figcaption><\/figure>\n

Essentially, the second\u00a0organic result is being lost in the second\u00a0example. The result is partially visible above the fold, but it certainly isn\u2019t legible or as clickable as it was before the change. It should be noted that much of this depends on the number of ad enhancements that are included in the four paid ads above the fold. Results with more enhancements take up a bit more space and in some instances the second\u00a0result is totally lost because of them.<\/p>\n

Here\u2019s another example of a SERP that had\u00a0a blended image search result included as the second\u00a0result for \u201cabove ground pools\u201d:<\/p>\n

\"Google<\/a>
Click to enlarge<\/figcaption><\/figure>\n

And the same query with four ads above the fold:<\/p>\n

\"Google<\/a>
Click to enlarge<\/figcaption><\/figure>\n

Here we again see that the second organic result is just about completely lost. There\u2019s no doubt that above-the-fold organic real estate is at a premium following this change. In fact, it has been effectively cut in half with the removal of the second result.<\/p>\n

Is SEO Dead (Again)?<\/h2>\n

Many will go screaming for the exits at this point, proclaiming that SEO is dead. While it is true that the above-the-fold organic real estate has been compromised, there’s an incorrect<\/em> presumption that the average user doesn\u2019t scroll down the SERP, choosing instead to click on whatever results are displayed when the SERP first loads. In fact, there\u2019s reason to believe that the structure of the new desktop SERP may inspire a modified behavior.<\/p>\n

The most glaring change in the new SERP is clearly the loss of the right-side ads. Many have remarked that the SERP results look a bit barren without the sidebar ads included, and I would tend to agree. To a certain degree, ad blindness caused\u00a0those results to be\u00a0largely ignored by searchers, which is a big reason why Google pulled the trigger on removing them. But their absence has a very clear effect: bringing focus to the body of the SERP.<\/p>\n

This is clearly a very intentional move by Google. Drawing more eyes to the top-of-fold ads should result in them being clicked more.<\/p>\n

However, the ancillary effect of this is that the organic space gets additional attention from searchers, as well.<\/em> With no distractions on the right-side, the eyes have no choice but to focus on this space. I imagine this will actually result in higher CTR for organic first page results.<\/p>\n

Mobile Is King, Even in the New SERP<\/h2>\n

One of Google\u2019s goals in changing the SERP and removing the right-side ads is to create a unified search experience for both mobile and desktop searchers.<\/p>\n

Indeed, the removal of the right-side ads makes the desktop experience more closely resemble what you get in mobile SERPs. If we assume that desktop searcher behavior will start to mimic mobile searcher behavior, we can anticipate that the below-the-fold results will get more attention from searchers.<\/p>\n

Advanced Web Ranking<\/a> tracks organic click-through rates on SERPs for a large set of queries for both mobile and desktop results:<\/p>\n

\"Google<\/a>
Click to enlarge<\/figcaption><\/figure>\n

While first-position results are clicked more often by desktop searchers, mobile searchers click on second to seventh\u00a0position results more often. This tendency even extends to the second\u00a0and third\u00a0pages of results, which mobile users are much more likely to navigate to and tap\u00a0than desktop searchers:<\/p>\n

\"Google<\/a>
Click to enlarge<\/figcaption><\/figure>\n

So will this behavior extend to desktop searchers now that the SERP more closely resembles its mobile counterpart? Only time will tell, but there is little doubt that Google\u2019s intent with these recent SERP changes is to influence searcher behavior. Google is attempting to condition searchers to engage with paid ads and eliminate the ad blindness that has historically been a knock on the paid section of SERPs.<\/p>\n

If there is one takeaway for organic SEOs, it is to clearly understand Google\u2019s intention: if the query is transactional in nature, Google wants to make sure that users are clicking on ads to complete the process and make their purchase. It helps to justify PPC ad budgets by increasing ROI and protecting Google\u2019s corporate objective of increasing revenue from paid search ads.<\/p>\n

Ecommerce SEO Just Got a\u00a0Little Bit Harder<\/h2>\n

If there is a \u201closer\u201d in Google\u2019s recent SERP shake-up, it has to be the SEO who works exclusively on ecommerce sites. All of the changes that Google has made\u00a0affect the queries they spend their time optimizing for. Among those changes:<\/p>\n

\"Google<\/a>
Click to enlarge<\/figcaption><\/figure>\n
    \n
  1. A fourth ad at the top of the SERP, which allows for<\/li>\n
  2. an increase in paid ad enhancements, which help to draw attention to paid ads while simultaneously<\/li>\n
  3. eliminating 50\u00a0percent\u00a0of the organic results above the fold and<\/li>\n
  4. removing right-side text ads, which helps to feature Product Listing Ads (PLAs).<\/li>\n<\/ol>\n

    This is one crowded SERP, and there isn\u2019t a real organic result until well below the fold. This is what the top of fold for this SERP looks like on a 1366 x 768 screen:<\/p>\n

    \"Google<\/a>
    Click to enlarge<\/figcaption><\/figure>\n

    So what\u2019s an organic SEO to do? Throw in the towel? Pack up and go home? While winning in the ecommerce space clearly got a little tougher organically, there is still very real opportunity to make a splash.<\/p>\n

    One could argue that good SEO and top-of-first-page organic placement is going to have even more value in light of these changes. This is especially the case if CPC for paid ads at the top of the page for ultra-competitive head terms skyrockets (as many are speculating it will) \u2014\u00a0making paid inclusion on the page an option reserved exclusively for businesses with the largest of paid ad budgets.<\/p>\n

    Organic SEO may be the small-to-medium-sized business’s best option for leveling the playing field and continuing to grab a piece of the pie for the high volume transactional queries that are seeing the most SERP layout flux. Larger brands will be aiming to rank organically to double-down on first page SERP real estate, owning both above-the-fold paid advertisements and top 10 organic rankings \u2014\u00a0a result that can exponentially increase conversion rates.<\/p>\n

    And that\u2019s to say nothing of the opportunities to target longer tail queries \u2026<\/p>\n

    Long-Tail Optimization For The Win!<\/h2>\n

    While highly competitive head terms are becoming more competitive than ever, the longer-tail queries still offer excellent opportunities for optimization. Long-tail queries are the organic SEO’s best friend; they are less competitive than head terms, but offer a much higher conversion rate.<\/p>\n

    A small tweak to our ultra-competitive head term \u201crunning shoes\u201d to \u201cdiscount running shoes\u201d reveals a much different SERP:<\/p>\n

    \"Google<\/a>
    Click to enlarge<\/figcaption><\/figure>\n

    By tweaking our target keyword, we\u2019ve retrieved two extra organic results above the fold. Another tweak, this time adding a specific brand to the query, results in a SERP with even more organic real estate to take advantage of \u2014\u00a0\u201cNike discount running shoes\u201d:<\/p>\n

    \"Google<\/a>
    Click to enlarge<\/figcaption><\/figure>\n

    Conclusion<\/h2>\n

    While it is too early to gauge the true effect of Google\u2019s recent SERP layout changes, it is important for organic SEOs to remain calm and base their recommendations on the data available to them. As I have illustrated in this blog post, the net effect of the recent changes is negligible, and there\u2019s reason to believe that ultimately, the changes may benefit organic SEO click-through rates.<\/p>\n

    It is also extremely important that SEOs, especially those in the ecommerce space, continue to identify and optimize for less competitive longer-tail queries and not fall into the trap of chasing head-term rankings that may increase traffic, but have a negligible impact on conversion rates.<\/p>\n

    Whether it\u2019s the search algorithm or the SERPs themselves, the dynamic nature of our industry is what makes it such a challenge and what makes achieving great results so rewarding.\u00a0The one absolute in organic SEO is change.<\/p>\n

    For more on the changes to organic SEO, check out our post What To Do in the Near Future of SEO<\/a>. <\/em> <\/strong><\/p>\n

    \n\n\n
    \n

    Are you interested in hearing directly from Google reps how the change will affect organic click-through? Us too. It’s a topic sure to be discussed at SMX West, where Googlers will be taking the stage and answering questions posed by Danny Sullivan and SEOs. Subscribe to the blog for email updates of our liveblog coverage of the event taking place all next week.<\/em><\/p>\n<\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

    Late last week, Google announced that they were dramatically changing the layout of their SERPs by removing right-side ads from the page. At the same time, they added an extra ad to the top of the fold for \u201chighly commercial queries\u201d and three text ads to the bottom of the SERPs. This eliminates the number of paid ads for certain types of SERPs from as many as 11 to a maximum of seven.<\/p>\n

    There has been much speculation on what impact this will have in the PPC world, but what do these changes mean for SEOs who are more concerned with organic rankings?<\/p>\n

    Should SEOs be changing their tactics in light of the SERP shakeup? Or is it business as usual? There certainly seems to be a general consensus that organic SEO is the loser with all of these changes, but I\u2019m not so sure that that is the case.<\/p>\n

    Read How Google Removing Right-Side Ads from SERPs Effects Organic SEO<\/a>.<\/p>\n","protected":false},"author":161,"featured_media":39681,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[4],"tags":[18,1232],"acf":[],"yoast_head":"BruceClay - SEO Affected by Google Removing Right-Side Ads from SERPs<\/title>\n<meta name=\"description\" content=\"An analysis of SERPs from ecommerce to long-tail to mobile to find the exact effect of Google removing right-side ads on organic results and click-through.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO Affected by Google Removing Right-Side Ads from SERPs\" \/>\n<meta property=\"og:description\" content=\"An analysis of SERPs from ecommerce to long-tail to mobile to find the exact effect of Google removing right-side ads on organic results and click-through.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-25T18:38:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-07T21:59:04+00:00\" \/>\n<meta name=\"author\" content=\"Robert Ramirez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2016\/02\/9M1HWW2JFV.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@ramirez_robert\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Robert Ramirez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/\",\"name\":\"SEO Affected by Google Removing Right-Side Ads from SERPs\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2016-02-25T18:38:45+00:00\",\"dateModified\":\"2019-11-07T21:59:04+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/b9402fa4c0a4cab689e4af7a3a292b7f\"},\"description\":\"An analysis of SERPs from ecommerce to long-tail to mobile to find the exact effect of Google removing right-side ads on organic results and click-through.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bruceclay.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How Google Removing Right-Side Ads from SERPs Affects Organic SEO\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bruceclay.com\/#website\",\"url\":\"https:\/\/www.bruceclay.com\/\",\"name\":\"Bruce Clay, Inc.\",\"description\":\"SEO and Internet Marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bruceclay.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/b9402fa4c0a4cab689e4af7a3a292b7f\",\"name\":\"Robert Ramirez\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6d5d4b0750a5bd5b34cc2e6364928ec8?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6d5d4b0750a5bd5b34cc2e6364928ec8?s=96&d=retro&r=g\",\"caption\":\"Robert Ramirez\"},\"description\":\"Robert Ramirez is the senior SEO manager for Ticketmaster. Prior to joining Ticketmaster, Robert worked for several years as the SEO manager for Bruce Clay, Inc. With many years of internet marketing experience, Robert's passion for SEO and offering exceptional service to clients in markets large and small is well documented. A self-professed tech-geek and sports addict, when Robert isn't busy working on one of his websites, you can usually find him rooting for his favorite Los Angeles sports team. Follow him on Twitter.\",\"sameAs\":[\"https:\/\/twitter.com\/ramirez_robert\"],\"url\":\"https:\/\/www.bruceclay.com\/blog\/author\/rramirez\/\"}]}<\/script>","yoast_head_json":{"title":"BruceClay - SEO Affected by Google Removing Right-Side Ads from SERPs","description":"An analysis of SERPs from ecommerce to long-tail to mobile to find the exact effect of Google removing right-side ads on organic results and click-through.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/","og_locale":"en_US","og_type":"article","og_title":"SEO Affected by Google Removing Right-Side Ads from SERPs","og_description":"An analysis of SERPs from ecommerce to long-tail to mobile to find the exact effect of Google removing right-side ads on organic results and click-through.","og_url":"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/","og_site_name":"Bruce Clay, Inc.","article_published_time":"2016-02-25T18:38:45+00:00","article_modified_time":"2019-11-07T21:59:04+00:00","author":"Robert Ramirez","twitter_card":"summary_large_image","twitter_image":"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2016\/02\/9M1HWW2JFV.jpg","twitter_creator":"@ramirez_robert","twitter_misc":{"Written by":"Robert Ramirez","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/","url":"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/","name":"SEO Affected by Google Removing Right-Side Ads from SERPs","isPartOf":{"@id":"https:\/\/www.bruceclay.com\/#website"},"datePublished":"2016-02-25T18:38:45+00:00","dateModified":"2019-11-07T21:59:04+00:00","author":{"@id":"https:\/\/www.bruceclay.com\/#\/schema\/person\/b9402fa4c0a4cab689e4af7a3a292b7f"},"description":"An analysis of SERPs from ecommerce to long-tail to mobile to find the exact effect of Google removing right-side ads on organic results and click-through.","breadcrumb":{"@id":"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.bruceclay.com\/blog\/how-google-removing-right-side-ads-effects-seo\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.bruceclay.com\/"},{"@type":"ListItem","position":2,"name":"How Google Removing Right-Side Ads from SERPs Affects Organic SEO"}]},{"@type":"WebSite","@id":"https:\/\/www.bruceclay.com\/#website","url":"https:\/\/www.bruceclay.com\/","name":"Bruce Clay, Inc.","description":"SEO and Internet Marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.bruceclay.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.bruceclay.com\/#\/schema\/person\/b9402fa4c0a4cab689e4af7a3a292b7f","name":"Robert Ramirez","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6d5d4b0750a5bd5b34cc2e6364928ec8?s=96&d=retro&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6d5d4b0750a5bd5b34cc2e6364928ec8?s=96&d=retro&r=g","caption":"Robert Ramirez"},"description":"Robert Ramirez is the senior SEO manager for Ticketmaster. Prior to joining Ticketmaster, Robert worked for several years as the SEO manager for Bruce Clay, Inc. With many years of internet marketing experience, Robert's passion for SEO and offering exceptional service to clients in markets large and small is well documented. A self-professed tech-geek and sports addict, when Robert isn't busy working on one of his websites, you can usually find him rooting for his favorite Los Angeles sports team. Follow him on Twitter.","sameAs":["https:\/\/twitter.com\/ramirez_robert"],"url":"https:\/\/www.bruceclay.com\/blog\/author\/rramirez\/"}]}},"_links":{"self":[{"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/posts\/39641"}],"collection":[{"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/users\/161"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/comments?post=39641"}],"version-history":[{"count":17,"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/posts\/39641\/revisions"}],"predecessor-version":[{"id":74162,"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/posts\/39641\/revisions\/74162"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/media\/39681"}],"wp:attachment":[{"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/media?parent=39641"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/categories?post=39641"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bruceclay.com\/wp-json\/wp\/v2\/tags?post=39641"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}