[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-2018-fili-wise-optimising-searchbot":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":430,"breadcrumbs":431,"reading_minutes":167,"category":439,"head":441},"2018-04-27T13:59:37",{"rendered":6},"\u003Cp>A core focus for technical SEO is how well Google can crawl our website, and whether, indeed, it can access everything it should. As we constantly evaluate our site’s performances, we are trying to influence and control an output (SERPs visibility). We can’t do this unless we control the input and in this case, the input is how our websites are built and structured.\u003C\u002Fp>\n\u003Cp>So, how do we analyse how well Google (Searchbot) can crawl our site, and how it understands it? Whilst there are now hundreds of tools and pieces of software that can be used, Search Console still remains the best tool for truly accurate analysing, said Fili Wiese in his Brighton SEO talk.\u003C\u002Fp>\n\u003Ch2 id=\"how-google-crawls-the-web\">How Google crawls the web\u003C\u002Fh2>\n\u003Cp>We know that the Google bot is extremely conservative and it does not want to crash your website, so as soon as it slows it down, it will exit. Our objective is to maintain a website that is as efficient as possible to crawl so that as much of our site is crawled as regularly as possible.\u003C\u002Fp>\n\u003Cp>Fili referred to Lighthouse as a Google tool that enables you to crawl a site fully and understand performance and inefficiencies. He said Google can crawl JavaScript but it’s still not great. The future looks promising but we can’t depend on it.\u003C\u002Fp>\n\u003Cp>In this order, crawlers look to understand\u003C\u002Fp>\n\u003Cul>\n\u003Cli>HTTP\u003C\u002Fli>\n\u003Cli>HTTP & CSS\u003C\u002Fli>\n\u003Cli>HTTP & CSS & JavaScript\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Google starts its crawl from the top down, but then it will move to a random crawl.\u003C\u002Fp>\n\u003Ch2 id=\"crawling-via-links\">Crawling via links\u003C\u002Fh2>\n\u003Cp>Links play a key part in Google’s crawl process. Why does Google like links?\u003C\u002Fp>\n\u003Cul>\n\u003Cli>It helps with the crawl budget and suggests which pages need crawling to discover new content\u003C\u002Fli>\n\u003Cli>An internal linking structure is also important for crawl efficiency to help steer the bot to key pages throughout your site\u003C\u002Fli>\n\u003Cli>Breadcrumbs allow Google to crawl more efficient\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>The next few months, Chrome will be moving to HTTPS fully. If you are going through a migration, it is recommended to improve your current sitemap with regard to internal linking and hierarchical structure.\u003C\u002Fp>\n\u003Ch2 id=\"mobile-first\">Mobile first\u003C\u002Fh2>\n\u003Cp>Google has a mobile specific crawler. With the introduction of AMP, do we want to have two code bases? – Responsive and AMP or should we canonicalise to one? The choice is ours but it is a consideration that needs to be made.\u003C\u002Fp>\n\u003Ch2 id=\"key-takeaways\">Key Takeaways\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Mobile first is key\u003C\u002Fli>\n\u003Cli>Optimise, optimise, optimise\u003C\u002Fli>\n\u003Cli>Audit regularly\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],181,[19,20,21,22,23,24,25,26],"post-3819","post","type-post","status-publish","format-standard","hentry","category-seo","collections-brighton-seo",{"page_content_modules":28,"hero":163},[29,118],{"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,"BrightonSEO 2018: Fili Wise  – Optimising for SearchBot",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},51,"\u002Fabout\u002Four-team\u002Fmikey-emery\u002F","Mikey Emery","Chief Commercial Officer","Chief Commercial Officer at Impression. An avid growth advocate and lover of all things strategy. When not at work, ideally I can be found half way up a ski slope or playing squash.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.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":63},"\u003Cp>Chief Commercial Officer. Joined Impression in 2013.\u003C\u002Fp>\n\u003Cp>Following a degree in Business Management and Marketing at Nottingham Trent University, I started an eCommerce business with my two flatmates where we specialised in supplying weird and wonderful gifts to the UK market. I ran the company for a number of years and headed up performance marketing channels including SEO, Paid Social, Content Marketing and PR.\u003C\u002Fp>\n\u003Cp>Fast forward a few years and half way up a ski slope in the alps, I meet Tom and Aaron who were in the process of setting up Impression. A few beers and a number of conversations later, we decided it was a good fit for me to join the team.\u003C\u002Fp>\n\u003Cp>I formally joined Impression back in 2013 and picked up the responsibility to drive the agency’s growth over the coming years.\u003C\u002Fp>\n\u003Cp>Today, my role is split between the Marketing, New Business and Client Success departments. I have a fairly diverse position which keeps me on my toes.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I was on playdays when I was 5. I actually cried when I found out that Peggy Patch was a normal lady hiding behind a stage.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003C\u002Fb>\u003Cbr \u002F>\nKeen skier and try to stay active when I can. You might also find me in the middle of a techno night every now and then.\u003C\u002Fp>\n",[44],{"page":45,"link_text":62},{"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":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":61},108,"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","Digital 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14:02:42","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":80,"thumbnail-width":81,"thumbnail-height":81,"medium":82,"medium-width":83,"medium-height":84,"medium_large":85,"medium_large-width":86,"medium_large-height":87,"large":88,"large-width":89,"large-height":90,"1536x1536":91,"1536x1536-width":92,"1536x1536-height":93,"2048x2048":94,"2048x2048-width":95,"2048x2048-height":96,"post-thumbnail":97,"post-thumbnail-width":98,"post-thumbnail-height":99,"12_col":100,"12_col-width":101,"12_col-height":102,"default_landscape":103,"default_landscape-width":104,"default_landscape-height":78,"default_portrait":105,"default_portrait-width":78,"default_portrait-height":104,"6_col_and_margin_short":106,"6_col_and_margin_short-width":98,"6_col_and_margin_short-height":102,"11_col_and_margin":107,"11_col_and_margin-width":108,"11_col_and_margin-height":102,"9_col_rectangle":109,"9_col_rectangle-width":110,"9_col_rectangle-height":111,"11_col":112,"11_col-width":113,"11_col-height":102,"staff_image_696_600":114,"staff_image_696_600-width":77,"staff_image_696_600-height":78,"rectangular_thumbnail":115,"rectangular_thumbnail-width":116,"rectangular_thumbnail-height":117},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FGfKCtLBy-Mikey-Emery.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":119,"reduced":31,"top_overlap":120,"bottom_underlap":120,"disable_observer":-1,"heading":121,"cta_text":122,"cta_link":123,"items":124},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[125,139,148],{"type_key":20,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":136},"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",[133],{"name":134,"image":135},"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":137,"name":138},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":130,"image":144,"authors":145,"category":147},"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",[146],{"name":134,"image":135},{"to":137,"name":138},{"type_key":20,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":162},"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",[156,159],{"name":157,"image":158},"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":160,"image":161},"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":137,"name":138},{"type":164,"style":165,"heading":32,"date":4,"updatedAt":166,"reading_minutes":167,"image":49,"imageAlt":32,"categories":168,"collections":348},"blog-post","light","2022-02-07T16:48:30",2,[169],{"id":10,"count":170,"description":171,"link":137,"name":138,"slug":172,"taxonomy":173,"parent":57,"meta":174,"acf":175,"head_links":176,"resource_count":177,"yoast_title":178,"yoast_meta":179,"yoast_json_ld":224,"_links":320,"path":137},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? 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