[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-tom-anthony-diving-http-2-guide-seos":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":17,"class_list":19,"acf":30,"head_links":556,"breadcrumbs":557,"reading_minutes":203,"category":564,"head":567},"2018-04-27T10:08:05",{"rendered":6},"\u003Cp>Tom Anthony – VP Product at Distilled – gave a great talk this morning on HTTP\u002F2, which represents a major revision of the HTTP network protocol. He broke down what it is, why you should implement it and what the SEO benefits might be.\u003C\u002Fp>\n\u003Cp>To introduce the topic, Tom took us back to the origins of communication online and a conversation from 1996. A professor at an American university was complaining that his emails weren’t able to travel more than 500 miles. The reason for this turned out to be a misconfigured server, which would time out after 6 milliseconds. 500 miles happens to be the distance which light can travel in 6 milliseconds, and is at the crux of the issue when it comes to increasing content delivery speeds – latency. Latency describes the speed at which light, and messages, can travel. This will never change, which means the web development community need to find different ways of transferring messages quick. This is where HTTP\u002F2 comes in.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"what-is-http\">What is HTTP?\u003C\u002Fh3>\n\u003Cp class=\"p1\">HTTP means HyperText Transfer Protocol. HTTP is the underlying protocol used by the World Wide Web. Traditionally, when the web was simpler, servers would form a connection and make a request. A few requests would be enough to form a simple web page. This is whats known as HTTP\u002F1.\u003C\u002Fp>\n\u003Cp>As the web has grown and sites have become more complicated, the number of requests needed to form a web page has grown, now commonly between 50 and 100 requests per page. Only one request can be made per connection. HTTP\u002F2 aims to make multiple, simultaneous connections, allowing requests to be fulfilled faster.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"why-http-2-matters\">Why HTTP\u002F2 matters?\u003C\u002Fh3>\n\u003Cp class=\"p1\">Google confirmed earlier this month that user experienced will be measured and it will constitute a key ranking factor. HTTP\u002F2 will lead to faster load times and better user experience as a result. So, whilst HTTP\u002F2 won’t aid google bots, it will aid the user, meaning a great propensity for your site to rank well.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"how-does-http-2-work\">How does HTTP\u002F2 work?\u003C\u002Fh3>\n\u003Cp class=\"p1\">HTTP\u002F2 now allows browsers to open 6-8 connections to a specific server (any more than 8 connections will cause diminishing returns). With up to 8 connections being made, requests are able to be fulfilled quicker and page load speeds decrease.\u003C\u002Fp>\n\u003Cp class=\"p1\">HTTP\u002F2 is also significantly improved with the use of a Content Delivery Network (CDN). CDN’s host local versions of files, meaning they are retrieved quicker. Essentially, it is much easier for a server located in the UK to retrieve files from within the UK, as opposed to if it has to retrieve them from overseas.\u003C\u002Fp>\n\u003Cp>HTTP\u002F2 is not a migration project. Unlike with the introduction of HTTPS, there will be no redirecting or other development exercises to be carried out. Very often, just the implementation of a CDN will satisfy HTTP\u002F2 requirements, providing your site already operates HTTPS.\u003C\u002Fp>\n\u003Ch2 class=\"p1\" class=\"p1\" id=\"takeaways\">Takeaways\u003C\u002Fh2>\n\u003Col class=\"ol1\">\n\u003Cli class=\"li1\">It is a quick performance win. You can roll out a CDN to make deployment ‘easy’.\u003C\u002Fli>\n\u003Cli class=\"li1\">HTTP\u002F2 requires HTTPS. We are now likely to see last hold outs migrating to HTTPS.\u003C\u002Fli>\n\u003Cli class=\"li1\">SPDY is the precursor to HTTP\u002F2 and is not relevant anymore. There is a chrome extension shows you which server and protocol sites are using so you can review this.\u003C\u002Fli>\n\u003Cli class=\"li1\">Moving to HTTP\u002F2 is not a migration. HTTP to HTTPS was a migration with URL changes etc. But this is not the case with HTTP\u002F2. It is something that happens at the network layer. So if you can do it you should.\u003C\u002Fli>\n\u003Cli class=\"li1\">This is something that Google can detect so it is a nice easy win for us as SEOs.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>You can find Tom’s full slides here – https:\u002F\u002Fwww.slideshare.net\u002FTomAnthony\u002Fhttp2-brightonseo-2018\u003C\u002Fp>\n",false,"standard",[10,11],1,37,[13],{"id":14,"name":15,"path":16},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[18],108,[20,21,22,23,24,25,26,27,28,29],"post-3796","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-web","collections-brighton-seo",{"page_content_modules":31,"hero":199},[32,160],{"acf_fc_layout":33,"reduced":34,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":34,"title":35,"content":6,"authors":36},"blog_post_content",true,"Brighton SEO: Tom Anthony – Diving Into HTTP\u002F2 – A Guide For SEOs",[37],{"id":10,"path":38,"display_name":39,"job_title":40,"description":41,"avatar_url":42,"acf":43},"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":40,"full_bio":44,"specialist_service_links":45,"photo":104},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[46,63,75,85,95],{"page":47,"link_text":51},{"ID":18,"post_author":48,"post_date":49,"post_date_gmt":49,"post_content":50,"post_title":51,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":54,"to_ping":50,"pinged":50,"post_modified":55,"post_modified_gmt":55,"post_content_filtered":50,"post_parent":56,"guid":57,"menu_order":58,"post_type":59,"post_mime_type":50,"comment_count":60,"filter":61,"url_path":62},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108",0,"page","0","raw","\u002Fdigital-marketing\u002Fstrategy\u002F",{"page":64,"link_text":74},{"ID":65,"post_author":66,"post_date":67,"post_date_gmt":67,"post_content":50,"post_title":68,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":69,"to_ping":50,"pinged":50,"post_modified":70,"post_modified_gmt":70,"post_content_filtered":50,"post_parent":71,"guid":72,"menu_order":58,"post_type":59,"post_mime_type":50,"comment_count":60,"filter":61,"url_path":73},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2026-09-25 10:45:33",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":76,"link_text":79},{"ID":77,"post_author":48,"post_date":78,"post_date_gmt":78,"post_content":50,"post_title":79,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":80,"to_ping":50,"pinged":50,"post_modified":81,"post_modified_gmt":81,"post_content_filtered":50,"post_parent":82,"guid":83,"menu_order":58,"post_type":59,"post_mime_type":50,"comment_count":60,"filter":61,"url_path":84},244,"2020-12-21 14:32:54","CRO","cro","2026-04-13 10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":86,"link_text":94},{"ID":87,"post_author":48,"post_date":88,"post_date_gmt":88,"post_content":50,"post_title":89,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":90,"to_ping":50,"pinged":50,"post_modified":91,"post_modified_gmt":91,"post_content_filtered":50,"post_parent":58,"guid":92,"menu_order":58,"post_type":59,"post_mime_type":50,"comment_count":60,"filter":61,"url_path":93},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-28 11:36:16","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":96,"link_text":99},{"ID":97,"post_author":48,"post_date":98,"post_date_gmt":98,"post_content":50,"post_title":99,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":100,"to_ping":50,"pinged":50,"post_modified":101,"post_modified_gmt":101,"post_content_filtered":50,"post_parent":58,"guid":102,"menu_order":58,"post_type":59,"post_mime_type":50,"comment_count":60,"filter":61,"url_path":103},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":105,"id":105,"title":106,"filename":107,"filesize":108,"url":109,"link":110,"alt":50,"author":111,"description":50,"caption":50,"name":112,"status":113,"uploaded_to":58,"date":114,"modified":114,"menu_order":58,"mime_type":115,"type":116,"subtype":117,"icon":118,"width":119,"height":120,"sizes":121},25129,"Aaron-Dicks2","Aaron-Dicks2.png",305948,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&q=90","\u002Faaron-dicks2\u002F","12","aaron-dicks2","inherit","2023-10-03 15:58:10","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":122,"thumbnail-width":123,"thumbnail-height":123,"medium":124,"medium-width":125,"medium-height":126,"medium_large":127,"medium_large-width":128,"medium_large-height":129,"large":130,"large-width":131,"large-height":132,"1536x1536":133,"1536x1536-width":134,"1536x1536-height":135,"2048x2048":136,"2048x2048-width":137,"2048x2048-height":138,"post-thumbnail":139,"post-thumbnail-width":140,"post-thumbnail-height":141,"12_col":142,"12_col-width":143,"12_col-height":144,"default_landscape":145,"default_landscape-width":146,"default_landscape-height":120,"default_portrait":147,"default_portrait-width":120,"default_portrait-height":146,"6_col_and_margin_short":148,"6_col_and_margin_short-width":140,"6_col_and_margin_short-height":144,"11_col_and_margin":149,"11_col_and_margin-width":150,"11_col_and_margin-height":144,"9_col_rectangle":151,"9_col_rectangle-width":152,"9_col_rectangle-height":153,"11_col":154,"11_col-width":155,"11_col-height":144,"staff_image_696_600":156,"staff_image_696_600-width":119,"staff_image_696_600-height":120,"rectangular_thumbnail":157,"rectangular_thumbnail-width":158,"rectangular_thumbnail-height":159},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":161,"reduced":34,"top_overlap":162,"bottom_underlap":162,"disable_observer":-1,"heading":163,"cta_text":164,"cta_link":165,"items":166},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[167,181,190],{"type_key":21,"title":168,"excerpt":169,"to":170,"postedAt":171,"readingTime":172,"image":173,"authors":174,"category":178},"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",[175],{"name":176,"image":177},"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":179,"name":180},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":21,"title":182,"excerpt":183,"to":184,"postedAt":185,"readingTime":172,"image":186,"authors":187,"category":189},"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",[188],{"name":176,"image":177},{"to":179,"name":180},{"type_key":21,"title":191,"excerpt":192,"to":193,"postedAt":194,"readingTime":172,"image":195,"authors":196,"category":198},"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",[197],{"name":176,"image":177},{"to":179,"name":180},{"type":200,"style":201,"heading":35,"date":4,"updatedAt":202,"reading_minutes":203,"image":204,"imageAlt":35,"categories":205,"collections":475},"blog-post","light","2022-02-07T16:48:31",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fwb6Wvr1N-050720211625520180_cabinet-close-up-indoors-170453-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[206,389],{"id":10,"count":207,"description":208,"link":179,"name":180,"slug":209,"taxonomy":210,"parent":58,"meta":211,"acf":212,"head_links":213,"resource_count":214,"yoast_title":215,"yoast_meta":216,"yoast_json_ld":261,"_links":358,"path":179},433,"\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",[],[],[],28,"SEO Blog | SEO Tips, Advice & Guides | Impression",[217,219,222,225,228,231,234,236,238,240,243,246,249,252,255,258],{"property":218,"content":215},"title",{"property":220,"content":221},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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