[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-nichola-stott-speed-metrics-context-uk-top-5000-websites":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":27,"head_links":434,"breadcrumbs":435,"reading_minutes":168,"category":442,"head":444},"2018-04-27T14:32:13",{"rendered":6},"\u003Cp>\u003Ciframe loading=\"lazy\" title=\"UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEO\" src=\"https:\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002F11djMHZ0ktxtEM\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" style=\"border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;\" allowfullscreen> \u003C\u002Fiframe> \u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom:5px\"> \u003Cstrong> \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FNicholaStott\u002Fuk-top-5000-websites-mobile-site-speed-benchmark-brightonseo\" title=\"UK Top 5,000 Websites; Mobile Site Speed Benchmark - BrightonSEO\" target=\"_blank\">UK Top 5,000 Websites; Mobile Site Speed Benchmark – BrightonSEO\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.slideshare.net\u002FNicholaStott\" target=\"_blank\">Erudite\u003C\u002Fa>\u003C\u002Fstrong> \u003C\u002Fdiv>\n\u003Cp>This talk is about a quest for data. It’s important to own your own quest for data rather than relying on third party data.\u003C\u002Fp>\n\u003Cp>We believe that slow sites have a bad UX and that faster sites convert better. We know that site speed is a ranking factor. But we don’t want to rely on belief.\u003C\u002Fp>\n\u003Cp>We can’t rely on belief because SEO is a competition. We need to know what we’re competing against. How good are our competitors?\u003C\u002Fp>\n\u003Cp>This led Nichola’s company to create the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ferudite.agency\u002Finsights\u002Fmobile-site-speed-benchmark-introduction\u002F\">mobile site speed benchmark\u003C\u002Fa>, available now for free . All of the raw data is available to have a look around.\u003C\u002Fp>\n\u003Cp>So how did they get there and what can we get out of it?\u003C\u002Fp>\n\u003Cp>It began with an R&D project where they tried to turn their agency site into a progressive web app. They wanted to show their clients what’s actually achievable. The key thing about PWAs is that they can be added to smartphone home screens and they can send push notifications.\u003C\u002Fp>\n\u003Cp>They then wanted to see how many other people are using PWAs. They audited the top 1000 UK websites to look for 5 key criteria, including PWA-specific stuff and general good practice stuff, including service workers (PWA-specific), HTTPS) and responsive content.\u003C\u002Fp>\n\u003Cp>They made use of Lighthouse on those 1000 sites manually and discovered after the fact that they could have done it automatically! But it wasn’t worth it…barely anyone is doing any of those things. Httparchive also has all these results already in BigQuery.\u003C\u002Fp>\n\u003Cp>Using a lot of data from HTTParchiveErudite had data from 5000 UK sites organised by 7 different critteria. They checked the sites for currency (200 status code), big outliers and spam, which got them to 5010 sites. They then had to classify them by some broad categories to allow them to compare meaningful chunks of data, which they did using Majestic’s topic data.\u003C\u002Fp>\n\u003Cp>The biggest categories they found are retail, business services and news & media. These categories can give us some meaningful information.\u003C\u002Fp>\n\u003Cp>In terms of time to first byte there’s not a lot we need to know. It’s not much help except as a benchmark for the future. If we now look at visually complete and consistently interactive points, we see that the big three categories are the slowest, as they all have loads of assets to load.\u003C\u002Fp>\n\u003Cp>If we look at retail sites, the biggest category, in more depth, we can see some more interesting data points. The top quartile for FMP (first meaningful paint) loaded in 2seconds. For content loading, the median is 3.75, top quartile is 2.71 and bottom is 5.31. These are benchmarks that we can use to compare our clients sites with and build a business case.\u003C\u002Fp>\n\u003Cp>At the consistently interactive point, the median was 9.4 seconds and the top was 6, with the bottom quartile at 14.2 seconds! The recommended speed from Lighthouse is 3 seconds, so this is pretty shabby.\u003C\u002Fp>\n\u003Cp>But how do we actually use all this data?\u003C\u002Fp>\n\u003Cp>We can set smart goals. We now know what we’re aiming for so we can aim for certain, measurable increases based on what our top competitors are doing. We can then use \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thinkwithgoogle.com\u002Ffeature\u002Fmobile\u002F\">Google’s calculator\u003C\u002Fa> to work out how much more revenue our clients could get with the speed boost we’re targeting.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],109,[19,20,21,22,23,24,25,26],"post-3791","post","type-post","status-publish","format-standard","hentry","category-seo","collections-brighton-seo",{"page_content_modules":28,"hero":164},[29,126],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"Brighton SEO: Nichola Stott – Speed metrics in context of the UK Top 5,000 websites",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},19,"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F","Charlie Norledge","Director, Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":42,"job_title":38,"specialist_service_links":43,"photo":70},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\u003C\u002Fp>\n",[44,61],{"page":45,"link_text":50},{"ID":46,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":55,"post_type":57,"post_mime_type":49,"comment_count":58,"filter":59,"url_path":60},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",{"page":62,"link_text":65},{"ID":63,"post_author":47,"post_date":64,"post_date_gmt":64,"post_content":49,"post_title":65,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":66,"to_ping":49,"pinged":49,"post_modified":67,"post_modified_gmt":67,"post_content_filtered":49,"post_parent":46,"guid":68,"menu_order":55,"post_type":57,"post_mime_type":49,"comment_count":58,"filter":59,"url_path":69},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":71,"id":71,"title":72,"filename":73,"filesize":55,"url":74,"link":75,"alt":49,"author":76,"description":49,"caption":49,"name":77,"status":78,"uploaded_to":55,"date":79,"modified":80,"menu_order":55,"mime_type":81,"type":82,"subtype":83,"icon":84,"width":85,"height":86,"sizes":87},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":88,"thumbnail-width":89,"thumbnail-height":89,"medium":90,"medium-width":91,"medium-height":92,"medium_large":93,"medium_large-width":94,"medium_large-height":95,"large":96,"large-width":97,"large-height":98,"1536x1536":99,"1536x1536-width":100,"1536x1536-height":101,"2048x2048":102,"2048x2048-width":103,"2048x2048-height":104,"post-thumbnail":105,"post-thumbnail-width":106,"post-thumbnail-height":107,"12_col":108,"12_col-width":109,"12_col-height":110,"default_landscape":111,"default_landscape-width":112,"default_landscape-height":86,"default_portrait":113,"default_portrait-width":86,"default_portrait-height":112,"6_col_and_margin_short":114,"6_col_and_margin_short-width":106,"6_col_and_margin_short-height":110,"11_col_and_margin":115,"11_col_and_margin-width":116,"11_col_and_margin-height":110,"9_col_rectangle":117,"9_col_rectangle-width":118,"9_col_rectangle-height":119,"11_col":120,"11_col-width":121,"11_col-height":110,"staff_image_696_600":122,"staff_image_696_600-width":85,"staff_image_696_600-height":86,"rectangular_thumbnail":123,"rectangular_thumbnail-width":124,"rectangular_thumbnail-height":125},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":127,"reduced":31,"top_overlap":128,"bottom_underlap":128,"disable_observer":-1,"heading":129,"cta_text":130,"cta_link":131,"items":132},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[133,146,155],{"type_key":20,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":144},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. ChatGPT […]\u003C\u002Fp>\n","\u002Fblog\u002Fseptember-google-algorithm-and-search-industry-updates\u002F","2026-10-09T11:28:10",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Funsplash-community-ds6fb8b3t7c-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141],{"name":142,"image":143},"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":145,"name":50},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":147,"excerpt":148,"to":149,"postedAt":150,"readingTime":138,"image":151,"authors":152,"category":154},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[153],{"name":142,"image":143},{"to":145,"name":50},{"type_key":20,"title":156,"excerpt":157,"to":158,"postedAt":159,"readingTime":138,"image":160,"authors":161,"category":163},"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",[162],{"name":142,"image":143},{"to":145,"name":50},{"type":165,"style":166,"heading":32,"date":4,"updatedAt":167,"reading_minutes":168,"image":49,"imageAlt":32,"categories":169,"collections":352},"blog-post","light","2022-02-07T16:48:30",3,[170],{"id":10,"count":171,"description":172,"link":145,"name":50,"slug":53,"taxonomy":173,"parent":55,"meta":174,"acf":175,"head_links":176,"resource_count":177,"yoast_title":178,"yoast_meta":179,"yoast_json_ld":224,"_links":321,"path":145},432,"\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",[180,182,185,188,191,194,197,199,201,203,206,209,212,215,218,221],{"property":181,"content":178},"title",{"property":183,"content":184},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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