[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fmobile-first-impacting-vodafone-smx-london-2018":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":22,"head_links":317,"breadcrumbs":318,"reading_minutes":133,"category":326,"head":328},"2018-05-22T14:03:45",{"rendered":6},"\u003Cp>How mobile first is impacting Vodaphone was presented by Nick Wilsdon. Nick is the SEO lead at Vodafone and has 19 years of SEO experience.\u003C\u002Fp>\n\u003Ch2 id=\"vodafone-started-with-mobile-friendly-initiatives\">Vodafone Started with mobile-friendly initiatives\u003C\u002Fh2>\n\u003Cp>Vodafone’s early mobile initiatives were:\u003C\u002Fp>\n\u003Cp>– They were prompted by mobile traffic tipping point in late 2016\u003Cbr \u002F>\n– Vodafone began with deploying a responsive web design\u003Cbr \u002F>\n– They retired mobile (m dot) subdomains\u003Cbr \u002F>\n– Removed intrusive pop ups and interstitials\u003Cbr \u002F>\n– Performance program reduced average load time by -10 secs (Worldwide)\u003C\u002Fp>\n\u003Ch2 id=\"mobile-first-demands-entirely-new-outlook\">Mobile-first demands entirely new outlook\u003C\u002Fh2>\n\u003Cp>Mobile-last would be closer to the truth that Vodafone had:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Degraded experience\u003C\u002Fli>\n\u003Cli>Shoe-horned into development\u003C\u002Fli>\n\u003Cli>Silo-development\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Mobile-first is a greater challenge\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Progressively enhanced\u003C\u002Fli>\n\u003Cli>Future-friendly\u003C\u002Fli>\n\u003Cli>Fit for mobile-led markets (ZA)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"what-factors-are-influencing-mobile-first-indexing\">What factors are influencing mobile-first indexing\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>What is Google looking for?\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Responsive websites\u003C\u002Fli>\n\u003Cli>HTTPS migrations\u003C\u002Fli>\n\u003Cli>Forcing HTTPS for all users, overcoming header enrichment restrictions\u003C\u002Fli>\n\u003Cli>Low number of technical errors\u003C\u002Fli>\n\u003Cli>Mobile usability\u003C\u002Fli>\n\u003Cli>Page speed\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"tips-on-page-speed-improvements\">Tips on page speed improvements\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>Page loading speed is crucial \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>High quality, free tools available. No excuses for not running a performance program\u003C\u002Fli>\n\u003Cli>Lighthouse 3.0 released in May\u003C\u002Fli>\n\u003Cli>Sitespeed.io allows you to set up free hosted performance suite\u003C\u002Fli>\n\u003Cli>HTTP\u002F2 can be set up through most major CDNs\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"vodafones-quick-wins-with-amp\">Vodafone’s quick wins with AMP\u003C\u002Fh2>\n\u003Cp>\u003Cstrong>Considerable success with AMP\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Vodafone used this across product pages\u003C\u002Fli>\n\u003Cli>Initial deployments gave them 27%+ increase in traffic and 12% decrease in abandonment rates\u003C\u002Fli>\n\u003Cli>65% increase in conversion for AMP journeys vs non-AMP journeys\u003C\u002Fli>\n\u003Cli>They won the Drum award for iPhone 8\u002FX launch\u003C\u002Fli>\n\u003Cli>However, AMP should be deployed alongside a comprehensive performance program.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"progressive-web-apps-pwa\">Progressive web apps (PWA)\u003C\u002Fh2>\n\u003Cp>Huge shift towards progressive web apps (PWAs) this will be seismic change for SEOs:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>iOS 11.3 and macOS 10.13.4 (launched out of beta in March) supported PWA\u003C\u002Fli>\n\u003Cli>Google announced desktop progressive apps at I\u002FO 2018\u003C\u002Fli>\n\u003Cli>Renewed push from developers for Javascript frameworks (React PWA Support)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"mobile-first-to-data-first-with-api-development\">Mobile-first to Data-first with API development\u003C\u002Fh2>\n\u003Cp>API access to data is key\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Deployed Alexa Skill for pay monthly customers but still need to open PAYG accounts\u003C\u002Fli>\n\u003Cli>Ongoing efforts to deliver store location API data, delivered through 3rd party partners\u003C\u002Fli>\n\u003Cli>Like mobile-first, requires significant changes to enable secure, fast, data delivery via API\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"final-insights\">Final Insights\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Mobile-first is a business wide challenge\u003C\u002Fli>\n\u003Cli>Page speed is crucially important in 2018 – you need a performance program\u003C\u002Fli>\n\u003Cli>AMP is a successful quick-fix and can be used on all page types\u003C\u002Fli>\n\u003Cli>Start preparing for PWA development\u003C\u002Fli>\n\u003Cli>Open data via APIs for competitive advantage\u003C\u002Fli>\n\u003C\u002Ful>\n",false,"standard",[10],1,[],[13],135,[15,16,17,18,19,20,21],"post-3848","post","type-post","status-publish","format-standard","hentry","category-seo",{"page_content_modules":23,"hero":129},[24,90],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"How Mobile First is impacting Vodafone – SMX London 2018",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},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. 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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",[105],{"name":106,"image":107},"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":109,"name":110},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":16,"title":112,"excerpt":113,"to":114,"postedAt":115,"readingTime":102,"image":116,"authors":117,"category":119},"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",[118],{"name":106,"image":107},{"to":109,"name":110},{"type_key":16,"title":121,"excerpt":122,"to":123,"postedAt":124,"readingTime":102,"image":125,"authors":126,"category":128},"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",[127],{"name":106,"image":107},{"to":109,"name":110},{"type":130,"style":131,"heading":27,"date":4,"updatedAt":132,"reading_minutes":133,"image":33,"imageAlt":27,"categories":134,"collections":316},"blog-post","light","2022-02-07T16:48:30",2,[135],{"id":10,"count":136,"description":137,"link":109,"name":110,"slug":138,"taxonomy":139,"parent":41,"meta":140,"acf":141,"head_links":142,"resource_count":143,"yoast_title":144,"yoast_meta":145,"yoast_json_ld":189,"_links":285,"path":109},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",[146,148,151,154,157,160,163,165,167,169,172,175,178,181,183,186],{"property":147,"content":144},"title",{"property":149,"content":150},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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