[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-duane-forrester":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":412,"breadcrumbs":413,"reading_minutes":145,"category":420,"head":422},"2017-09-15T10:10:13",{"rendered":6},"\u003Cp>Duane Forrester opened his talk with an exercise in networking. Every person was asked to introduce themselves to the people around them and tell them why they should want to know them.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3303\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fa8NjgKfF-duane-forrester-brighton-seo.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"duane forrester brighton seo\" width=\"1024\" height=\"643\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Influentials\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>The idea of influentials is that you want to identify people who have an audience. But Duane suggests traditional celebrities are losing ground to YouTube celebrities. There’s a shift in how people are consuming information; engagement vs push is the new paradigm.\u003C\u002Fp>\n\u003Cp>There are companies out there who think the way to attract people is to simply push out messages. But that’s not the case at all; it’s truly about engagement.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Mobile\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>If mobile isn’t your number one priority, you’re losing. Investments in AI and assistants need to be happening. Apps have taken over, consuming 50% of our time.\u003C\u002Fp>\n\u003Cp>Mirroring \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fvoice-search-the-next-digital-obsession\u002F\">Bing’s James Murray’s interview\u003C\u002Fa> points, Duane suggests voice is a growing priority and that we need to factor AI and assistants into our strategy. As mobile use starts to stagnate (we now have more devices than we have people) so technology companies are moving into embedded AI, such as connected cars, tablets, etc.\u003C\u002Fp>\n\u003Cp>Growth in ‘near me’ related queries is stagnating as people assume the results will automatically be ‘near me’. General consumers now understand that they no longer have to say ‘near me’; it’s implied, assumed and the data backs that up.\u003C\u002Fp>\n\u003Cp>76% of people who use location search visit the business within 1 day. 28% of that results in a purchase. If you have a bricks and mortar business, this is where you need to be investing your time.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Voice search\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Voice search is huge. We’re in a ‘digital land grab’ where hardware brands are creating tools for voice search; Google Home, Amazon Echo, Cortana, etc.\u003C\u002Fp>\n\u003Cp>Context (as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fvoice-search-the-next-digital-obsession\u002F\">Bing told us in our recent interview\u003C\u002Fa>, too) is key.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>6 Tactics to Compete in Voice Search\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Col>\n\u003Cli>Keyword focus; focus on the long tail, conversational queries\u003C\u002Fli>\n\u003Cli>Build detailed answers\u003C\u002Fli>\n\u003Cli>Mark up your content\u003C\u002Fli>\n\u003Cli>Make sure your entire website is clean and accessible\u003C\u002Fli>\n\u003Cli>Mobile friendly matters\u003C\u002Fli>\n\u003Cli>Secure your site – move to HTTPS\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>\u003Cstrong>Augmented reality\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>To win here, you need to markup and digitise your products. Ikea are doing a great job of this, and everyone, says Duane, can participate in this, no matter what size of business you have.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Tactics of successful brands\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Loyalty programs\u003C\u002Fli>\n\u003Cli>Rewards for social media engagements\u003C\u002Fli>\n\u003Cli>Amplifying their CSR\u003C\u002Fli>\n\u003Cli>Integrated campaigns\u003C\u002Fli>\n\u003Cli>YouTube; you cannot ignore this, new audiences are very visual\u003C\u002Fli>\n\u003Cli>Reviews matter\u003C\u002Fli>\n\u003Cli>Customer journey – understand your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-build-useful-audience-personas-to-guide-your-digital-strategy\u002F\">personas\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-brighton-seo",{"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,"Brighton SEO: Duane Forrester – Markup, User Driven Change and Your Future",[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. 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":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},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":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"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":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,126],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"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",[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":329},"blog-post","light","2022-02-07T16:48:36",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F0JDF5wRh-050720211625523281_duane-forrester-brighton-seo.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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