[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrightonseo-nicole-stott":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},"2016-04-22T09:37:02",{"rendered":6},"\u003Cp>We need to better understand our audience and recognise the different ways that generations are now engaging with the web.\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FBOU48XWf1TY\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">\u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cp>That’s the argument put forward by Nicola Stott who started her presentation citing a story of how she’d witnessed young people interacting with their phones at a boyband concert.\u003C\u002Fp>\n\u003Cp>She made the point that Generation Z (born after 1996) were born with touch screen technology and it’s not alien to them. Rather, they can emotionally engage with that technology and use it to their advantage.\u003C\u002Fp>\n\u003Cp>According to Stott’s research, generation Z audiences have an attention span of just 8 seconds – that’s one second less than a goldfish! This is because they expect to be able to reach what they want quickly and if they can’t, they move on to find an alternative method.\u003C\u002Fp>\n\u003Cp>For us as content producers, this means we need to focus on delivering our audience to their end goal much faster. While generation Z may not feel relevant to us all yet, by 2020 60% of web users will be part of generation Z, so it is important we think about them now and plan ahead.\u003C\u002Fp>\n\u003Ch2 id=\"how-can-we-better-meet-the-needs-of-an-increasingly-expectant-audience\">How can we better meet the needs of an increasingly expectant audience\u003C\u002Fh2>\n\u003Ch3 id=\"1-speed-using-rel-attributes-within-html5-to-speed-up-delivery-of-content\">1. Speed: Using rel attributes within HTML5 to speed up delivery of content\u003C\u002Fh3>\n\u003Cp>There is a presentation referenced in Nicole’s presentation from a Google engineer who talks about using link rel attributes:\u003C\u002Fp>\n\u003Cp>\u003Ciframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\u002F\u002Fwww.slideshare.net\u002Fslideshow\u002Fembed_code\u002Fkey\u002FzViopQnGem9KpT\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> \u003C\u002Fiframe>\u003C\u002Fp>\n\u003Cdiv style=\"margin-bottom: 5px;\">\u003Cstrong> \u003Ca title=\"How Google Works: A Ranking Engineer's Perspective By Paul Haahr\" href=\"\u002F\u002Fwww.slideshare.net\u002FSearchMarketingExpo\u002Fhow-google-works-a-ranking-engineers-perspective-by-paul-haahr\" target=\"_blank\" rel=\"noopener\">How Google Works: A Ranking Engineer’s Perspective By Paul Haahr\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002FSearchMarketingExpo\" target=\"_blank\" rel=\"noopener\">Search Marketing Expo – SMX\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n\u003Cp>If you look at BBC’s site for example, some of the content is tagged with the prerender tag which means you tell Google to both fetch and render that content, as it’s pretty much a dead cert that your audience will want to click on that.\u003C\u002Fp>\n\u003Cp>Take a look at more of this content from Mike King – he gives an example of how he sped up his site by 69% with one line of code:\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fipullrank.com\u002Fhow-i-sped-up-my-site-68-percent-with-one-line-of-code\u002F\">http:\u002F\u002Fipullrank.com\u002Fhow-i-sped-up-my-site-68-percent-with-one-line-of-code\u002F\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch3 id=\"2-all-device-strategy\">2. All device strategy\u003C\u002Fh3>\n\u003Cp>There’s a lot of talk about how generation Z is multi screening. Nicola suggests this generation is far more inclined to use their mobile phone to do pretty much anything as their first port of call, with iPhones being the most popular.\u003C\u002Fp>\n\u003Cp>Social activity is the largest part of this, followed by gaming. Shopping is the 5th most common activity for this generation, but ecommerce managers needn’t be disheartened – this audience is also spending the most time shopping on their phone and is most likely to make a purchase online.\u003C\u002Fp>\n\u003Cp>So we need to focus on mobile and how we speed things up there.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faccelerated-mobile-pages-amp\u002F\">AMP (accelerated mobile pages)\u003C\u002Fa> is one project which is contributing to this. Read more about this \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F2855\u002Faccelerated-mobile-pages-amp\u002F\">here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>You can see the likes of the BBC already using this, but you can also use the Glue for Yoast plugin to implement this on WordPress.\u003C\u002Fp>\n\u003Cp>Also think about mobile search. Apps are indexed and this makes them much more accessible to our audience. Google understands app intent searches and provides these alongside other mobile pages.\u003C\u002Fp>\n\u003Cp>Way more powerful than this is app \u003Cem>deep\u003C\u002Fem> indexing. It’s worked on Android for a while but now also on IOS9, you can get your apps deeper pages indexed on Google. Nicole tells us it took her 4 hours to find a real example of this in practice, because no one is doing it! But it’s a huge opportunity for marketers to get their app pages into the SERPs and thus surface more content, more quickly, to their audience.\u003C\u002Fp>\n\u003Cp>So how do we do this? The easiest way is to have one URL across all devices. If we keep the same URL structure and submit those URLs to the index via the Search Console,\u003C\u002Fp>\n\u003Ch3 id=\"3-direct-to-object-approach\">3. Direct to object approach\u003C\u002Fh3>\n\u003Cp>How can we be faster at taking our audience straight to what they want?\u003C\u002Fp>\n\u003Cp>Well we can make our site faster, and ensure it works on mobile. But we also need to move away from our own site and change our mindset to think about the connected web.\u003C\u002Fp>\n\u003Cp>This is how Buzzfeed has done so well. They launched with this strategy that 75% of its content views don’t even happen on the Buzzfeed website – much of it comes from Facebook, 21% comes from Snapchat.\u003C\u002Fp>\n\u003Cp>So what does that mean for us as content marketers and people trying to sell products?\u003C\u002Fp>\n\u003Cp>Facebook is already embracing these opportunities to publish elsewhere, Canvas being an example. One of the most exciting areas to look at over the next year will be personal agents.\u003C\u002Fp>\n\u003Cp>Siri is one example of a personal ‘assistant’. Alexa is Amazon’s version, always scanning and waiting for a ‘wake’ word, which, when she hears, will prompt a response to whatever comes next.\u003C\u002Fp>\n\u003Cp>The next stage of agent will be the ability for these technologies to act on our behalf. Imagine being able to tell Google “I want to go to Thailand, I want to spend £300, and want to travel next month”, and leave it to go and find that info and come back when it has it. We’ll be able to employ what Nicole calls our ‘robot army’ to act on our behalf.\u003C\u002Fp>\n\u003Cp>If we want to reach and speak properly to generation Z, quite simply we need to be:\u003C\u002Fp>\n\u003Col>\n\u003Cul>\n\u003Cli>Fast\u003C\u002Fli>\n\u003Cli>Mobile\u003C\u002Fli>\n\u003Cli>Available everywhere\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fol>\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-2539","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 2016: Nicole Stott – SEO SUX",[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":330},"blog-post","light","2022-02-07T16:48:44",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fl1rkfQkE-050720211625527678_photo-1432850252397-8be919d9ba23.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":299,"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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