[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fgoogle-interview-gary-ilyes":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":323,"breadcrumbs":324,"reading_minutes":140,"category":332,"head":334},"2015-09-16T09:43:14",{"rendered":6},"\u003Cp>In an interview with \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.bruceclay.com\u002Fblog\u002Fgary-illyes-interview\u002F\">Bruce Clay\u003C\u002Fa>, Google’s Gary Ilyes explained his understanding of Google’s updates and where website owners should be focusing their attention if they are to improve their search rankings. The \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.bruceclay.com\u002Fblog\u002Fgary-illyes-interview\u002F\">video\u003C\u002Fa> is well worth a watch if you have 18 minutes to spare. Here are the key take aways:\u003C\u002Fp>\n\u003Ch2 id=\"1-everyone-should-focus-on-mobile-no-matter-what-industry-theyre-in\">1) Everyone should focus on mobile, no matter what industry they’re in\u003C\u002Fh2>\n\u003Cp>Google’s mobile algorithm update took place earlier this year and emphasised the importance of mobile user experience. Essentially, if your site isn’t responsive (i.e. it doesn’t work well on a mobile device), you’ll struggle to achieve top rankings. With more and more people taking to their smartphones and tablets to browse the web, you really can’t afford to neglect this key channel.\u003C\u002Fp>\n\u003Cp>Learn more about the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-mobile-update\u002F\">mobile update here\u003C\u002Fa>, or test your website’s \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.google.co.uk\u002Fwebmasters\u002Ftools\u002Fmobile-friendly\u002F\">mobile friendliness here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"2-local-seo-is-important-for-specific-businesses\">2) Local SEO is important for specific businesses\u003C\u002Fh2>\n\u003Cp>When your business serves a local audience, for example when you have a restaurant or a hairdressers, something where people visit your location, local SEO is incredibly important. Consider the user’s intention when they search; if they’ve searched for ‘pet shop Nottingham’, they want a pet shop in Nottingham, so pet shops which talk about customers that have come from Nottingham to their Manchester shop will always struggle to rank, because their content, despite their best attempts, is not relevant.\u003C\u002Fp>\n\u003Cp>The key to local SEO success is to have a genuine local connection to the town\u002Fcity in which you choose to rank. This doesn’t mean necessarily having a physical shop there – for example, a service provider such as a plumber or electrician may move around – but your shop or service \u003Ci>must\u003C\u002Fi> be truly relevant to the local search intent.\u003C\u002Fp>\n\u003Ch2 id=\"3-people-will-spend-time-looking-for-deeper-information\">3) People will spend time looking for deeper information\u003C\u002Fh2>\n\u003Cp>Another point Ilyes made in his interview is that web users are willing to spend time looking for information or reading through it, when the information serves a deeper purpose. It can be a common misconception that the internet is moving toward a ‘give it to me now’ approach, when in truth, users will happily spend time visiting different sites and different pages to find what they need.\u003C\u002Fp>\n\u003Cp>Of course, what is important in this is that you make their experience on your site as easy and pleasurable as possible. So though they are willing to look around, your website should deliver them to the information they want in as few steps as possible, and your content should be constructed and written in a manner that makes it easy to scan and digest, using subheadings or a listicle style like this article.\u003C\u002Fp>\n\u003Ch2 id=\"4-https-will-give-you-a-competitive-edge-in-a-competitive-niche\">4) HTTPS will give you a competitive edge in a competitive niche\u003C\u002Fh2>\n\u003Cp>HTTPS is the secure version of HTTP, which Google announced earlier this year would be a ranking consideration. As Ilyes stated, “I wish every website would go to HTTPS to protect their users” – but Google understands not everyone will do this, so it’s by no means a deal breaker.\u003C\u002Fp>\n\u003Cp>The most common reason for not implementing HTTPS is cost; getting the certificate needed to get the secure version can cost a few hundred pounds a year. That said, the impact of it is highly visual; take a look at Impression’s website as an example – we have HTTPS and this is shown by the green bar at the top which incorporates the padlock logo, and the ‘https’ as the beginning of our URL.\u003C\u002Fp>\n\u003Cp>Ecommerce website in particular \u003Cem>must\u003C\u002Fem> use HTTPS for secure payments. Google considers HTTPS best practice, so unless you have a really good reason not to, your website should be moved to HTTPS as soon as possible. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fweb-security\u002F\">We’ve written a guide on how to do this here\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch2 id=\"5-all-of-googles-algorithm-updates-are-designed-to-improve-their-users-experience\">5) All of Google’s algorithm updates are designed to improve their users’ experience\u003C\u002Fh2>\n\u003Cp>Google is a business. It has customers in the form of searchers and it must deliver the best service to them because if it doesn’t, they will go to its competitors like Bing or Yahoo. As such, all of its algorithm updates are designed to improve the search experience by delivering the best search results for any given query. As Ilyes put it, “they try to value more the content which answers the user’s query best, that’s it”. Essentially, be the best at what you do and create content that proves that. That way, you’ll be safe against penalties in future because your goals will align with Google’s.\u003C\u002Fp>\n\u003Ch2 id=\"6-penguin-related-updates-happen-in-real-time-panda-takes-longer\">6) Penguin related updates happen in real time, Panda takes longer\u003C\u002Fh2>\n\u003Cp>SEO fans will remember that Penguin is the name given to Google’s algorithm which focuses on links, and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fpanda-2015\u002F\">Panda\u003C\u002Fa> is the algorithm update focused on content quality.\u003C\u002Fp>\n\u003Cp>In his interview Ilyes was asked what SEOs can do to better meet the algorithm guidelines and how long those changes would take to take effect. Penguin, it was stated, happens in real time, so if you spend some time removing bad links, providing you got them all, you should be ranking improvements straight away (all other things being equal). Panda takes longer, whereby the update is run less frequently, so you should certainly spend time improving your content, but will likely not see the impact of this for a few weeks after doing so.\u003C\u002Fp>\n\u003Ch2 id=\"7-focus-on-webmaster-guidelines-build-great-websites\">7) Focus on webmaster guidelines, build great websites\u003C\u002Fh2>\n\u003Cp>Ilyes used the phrase ‘to over-SEO’ in his interview. As SEOs, we’re of course outraged by the insinuation that anything SEOs do could be construed negatively in any way! 😛 But, we do recognise that, particularly older school SEOs, can have a tendency to try to do too much for their clients’ sites, and this isn’t beneficial.\u003C\u002Fp>\n\u003Cp>By this, Ilyes meant that website owners shouldn’t try to make their website rank for anything other than what it \u003Cem>should\u003C\u002Fem> rank for – stick to your core proposition and represent it in the best way for your users and you can’t go far wrong. This is why we talk about things like \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fbrand-stories\u002F\">brand stories\u003C\u002Fa> and the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F2041\u002Fpersona-creation-guide\u002F\">importance of understanding your audience\u003C\u002Fa> and setting your stall accordingly. If it’s going to be valuable to your user, do it. If you’re doing it with the sole purpose of ranking, don’t do it – it’ll come back to bite you in the future if you do.\u003C\u002Fp>\n\u003Cp>Ilyes referred to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fwebmasters\u002Fanswer\u002F35769?hl=en&ref_topic=6002025&vid=1-635779925387256450-953445353\">Google’s webmaster guidelines\u003C\u002Fa> and stated that his one piece of advice for website owners would be to build websites according to those guidelines. From here, you can start to explore the less technical, more marketing related activities such as \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">digital PR\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">content marketing\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002F\">advertising\u003C\u002Fa> to help you grow your audience and build your brand.\u003C\u002Fp>\n\u003Cp>It’s always worth staying up to date with Google’s updates, which you can do by following the \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fgooglewebmastercentral.blogspot.co.uk\u002F\">official Google webmaster blog\u003C\u002Fa>. Or follow Impression for updates across our social platforms, on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Fimpressiontalk\">Twitter\u003C\u002Fa>, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited\">LinkedIn\u003C\u002Fa> and of course here on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002F\">our blog\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>If you have any questions about your own \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital marketing strategy\u003C\u002Fa>, would like to find out more about our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002Fseo-consultancy\u002F\">SEO audits\u003C\u002Fa> or you’re looking for an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO agency\u003C\u002Fa> to help you achieve your online goals, get in touch – we’d love to hear from you.\u003C\u002Fp>\n",false,"standard",[10],1,[],[13],135,[15,16,17,18,19,20,21,22],"post-2435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",{"page_content_modules":24,"hero":136},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Google Interview: Focus on the webmaster guidelines, build great websites",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},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":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},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":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"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":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,121],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"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",[106],{"name":107,"image":108},"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":110,"name":111},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":103,"image":117,"authors":118,"category":120},"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",[119],{"name":107,"image":108},{"to":110,"name":111},{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":135},"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",[129,132],{"name":130,"image":131},"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":133,"image":134},"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":110,"name":111},{"type":137,"style":138,"heading":28,"date":4,"updatedAt":139,"reading_minutes":140,"image":141,"imageAlt":28,"categories":142,"collections":322},"blog-post","light","2022-02-07T16:48:45",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FBwjeDyLt-050720211625527967_google-gary-ilyes-interview.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[143],{"id":10,"count":144,"description":145,"link":110,"name":111,"slug":146,"taxonomy":147,"parent":42,"meta":148,"acf":149,"head_links":150,"resource_count":151,"yoast_title":152,"yoast_meta":153,"yoast_json_ld":197,"_links":294,"path":110},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",[154,156,159,162,165,168,171,173,175,177,180,183,186,189,191,194],{"property":155,"content":152},"title",{"property":157,"content":158},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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