[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-melanie-hyde-maximise-potential-ongoing-shift-device-usage":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":476,"breadcrumbs":477,"reading_minutes":207,"category":484,"head":486},"2016-07-07T15:13:22",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400;\">Melanie followed a really strong presentation by Russell McAthy on marketing attribution. Mel’s focus is on what’s definitely one of the most prominent topics in search today – device shift and the associated attribution. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"mobile-device-usage-is-growing-obviously\">\u003Cspan style=\"font-weight: 400;\">Mobile device usage is growing (obviously!)\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Melanie noted the shift in device usage and spoke of how her agency’s data shows conversion rates on desktop might be going up, whilst it’s not improving on mobile. This isn’t something I haven’t heard before – often mobile devices are used for research but transactions still commonly take place on desktops. At Impression, we only foresee mobile transactions increasing. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"stats-about-mobile-usage\">\u003Cspan style=\"font-weight: 400;\">Stats about mobile usage\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Continuing that notion, the two part research and sales process taking place across devices. The key issue facing marketers is cross device attribution. It’s very hard to make these sorts of statements with good data. Russell mentioned Google’s match rate is still less than 40%, so there’s a lot we still don’t know.  \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Melanie also said ‘search is the most common starting point for mobile research’, which we definitely agree with. Some stats from her presentation: \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">33% of mobile searches start on branded websites \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">26% of mobile searches start on branded apps\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"retail-in-a-mobile-world\">\u003Cspan style=\"font-weight: 400;\">Retail in a mobile world\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Brand loyalty is very strong on mobile. Consumers \u003C\u002Fspan>\u003Ci>\u003Cspan style=\"font-weight: 400;\">are\u003C\u002Fspan>\u003C\u002Fi>\u003Cspan style=\"font-weight: 400;\"> spending on mobile, even if data shows it’s still less than desktop (for now) – something that’s not matched by the efforts of major retailers. Less than 3% of retailers believe their business is mobile ready, and a further 70% said they don’t offer a mobile app.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Sales made through apps now account for a third of retail spend on mobiles, despite only 10% of retailers offering them. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Mobile consumer spending expectations that 42% of all retailers will involve a mobile device in some way.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2 id=\"what-does-this-means-for-advertisers\">\u003Cspan style=\"font-weight: 400;\">What does this means for advertisers?\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">It’s becoming increasingly more difficult to track a consumer’s activity across device. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">It’s harder to make informed decisions on where and how to target consumers.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"key-things-that-can-help-you-maximise-the-potential-of-mobile-traffic\">\u003Cspan style=\"font-weight: 400;\">Key things that can help you maximise the potential of mobile traffic\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Ch3 id=\"1-think-mobile-first\">\u003Cb>1.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Think mobile first\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Every stage of the optimisation. Not enough action here, especially in certain sectors.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"2-understand-the-attribution\">\u003Cb>2. \u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Understand the attribution\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Many tools and many suppliers are out there to help with attribution\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Target people more effectively\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Email match\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Consider cross-device tracking\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Remarketing and retargeting across device\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"3-use-all-the-data-you-can\">\u003Cb>3.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Use all the data you can\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\">\u003Cspan style=\"font-weight: 400;\">Match CRM data to audience lists\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"4-watch-google-product-launches\">\u003Cb>4.\u003C\u002Fb>\u003Cspan style=\"font-weight: 400;\"> Watch Google product launches. \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Google knows the importance of lcoal search and they’re innovating in this space. Recently, they’ve launched a number of better ad formats for mobile advertisers. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"5-consider-intent-across-devices\">\u003Cspan style=\"font-weight: 400;\">5. Consider intent across devices. \u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Nearly a third of all mobile search is used for local store search\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Mobile is used when out and about. Looking for stores, for example\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">Target these users differently! Ensure you have location extensions. Push apps when appropriate. \u003C\u002Fspan>\u003Cb>Be relevant. \u003C\u002Fb>\u003C\u002Fp>\n\u003Ch2 id=\"summary\">\u003Cspan style=\"font-weight: 400;\">Summary\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400;\">You’re probably not yet fully understanding what your data means so spend some time looking into it to ensure you’re acting on the best data you can get. Then act. \u003C\u002Fspan>\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],108,[19,20,21,22,23,24,25,26,27],"post-2716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-search-leeds",{"page_content_modules":29,"hero":203},[30,158],{"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,"Search Leeds: Melanie Hyde on How to Maximise Potential from an Ongoing Shift in Device Usage",[35],{"id":10,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},"\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":38,"full_bio":42,"specialist_service_links":43,"photo":102},"\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",[44,61,73,83,93],{"page":45,"link_text":49},{"ID":17,"post_author":46,"post_date":47,"post_date_gmt":47,"post_content":48,"post_title":49,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":52,"to_ping":48,"pinged":48,"post_modified":53,"post_modified_gmt":53,"post_content_filtered":48,"post_parent":54,"guid":55,"menu_order":56,"post_type":57,"post_mime_type":48,"comment_count":58,"filter":59,"url_path":60},"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":62,"link_text":72},{"ID":63,"post_author":64,"post_date":65,"post_date_gmt":65,"post_content":48,"post_title":66,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":67,"to_ping":48,"pinged":48,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":48,"post_parent":69,"guid":70,"menu_order":56,"post_type":57,"post_mime_type":48,"comment_count":58,"filter":59,"url_path":71},24830,"1","2023-09-09 12:14:08","Media Measurement","measurement","2025-03-13 14:47:54",17552,"\u002F?page_id=24830","\u002Fmedia-solutions\u002Fmeasurement\u002F","Media Effectiveness & MMM",{"page":74,"link_text":77},{"ID":75,"post_author":46,"post_date":76,"post_date_gmt":76,"post_content":48,"post_title":77,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":78,"to_ping":48,"pinged":48,"post_modified":79,"post_modified_gmt":79,"post_content_filtered":48,"post_parent":80,"guid":81,"menu_order":56,"post_type":57,"post_mime_type":48,"comment_count":58,"filter":59,"url_path":82},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":84,"link_text":92},{"ID":85,"post_author":46,"post_date":86,"post_date_gmt":86,"post_content":48,"post_title":87,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":88,"to_ping":48,"pinged":48,"post_modified":89,"post_modified_gmt":89,"post_content_filtered":48,"post_parent":56,"guid":90,"menu_order":56,"post_type":57,"post_mime_type":48,"comment_count":58,"filter":59,"url_path":91},374,"2021-01-11 16:25:32","Analytics","analytics","2026-08-25 10:02:52","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise Analytics",{"page":94,"link_text":97},{"ID":95,"post_author":46,"post_date":96,"post_date_gmt":96,"post_content":48,"post_title":97,"post_excerpt":48,"post_status":50,"comment_status":51,"ping_status":51,"post_password":48,"post_name":98,"to_ping":48,"pinged":48,"post_modified":99,"post_modified_gmt":99,"post_content_filtered":48,"post_parent":56,"guid":100,"menu_order":56,"post_type":57,"post_mime_type":48,"comment_count":58,"filter":59,"url_path":101},20655,"2023-01-04 14:22:27","CRM","crm","2025-03-13 14:52:45","\u002F?page_id=20655","\u002Fcrm\u002F",{"ID":103,"id":103,"title":104,"filename":105,"filesize":106,"url":107,"link":108,"alt":48,"author":109,"description":48,"caption":48,"name":110,"status":111,"uploaded_to":56,"date":112,"modified":112,"menu_order":56,"mime_type":113,"type":114,"subtype":115,"icon":116,"width":117,"height":118,"sizes":119},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":120,"thumbnail-width":121,"thumbnail-height":121,"medium":122,"medium-width":123,"medium-height":124,"medium_large":125,"medium_large-width":126,"medium_large-height":127,"large":128,"large-width":129,"large-height":130,"1536x1536":131,"1536x1536-width":132,"1536x1536-height":133,"2048x2048":134,"2048x2048-width":135,"2048x2048-height":136,"post-thumbnail":137,"post-thumbnail-width":138,"post-thumbnail-height":139,"12_col":140,"12_col-width":141,"12_col-height":142,"default_landscape":143,"default_landscape-width":144,"default_landscape-height":118,"default_portrait":145,"default_portrait-width":118,"default_portrait-height":144,"6_col_and_margin_short":146,"6_col_and_margin_short-width":138,"6_col_and_margin_short-height":142,"11_col_and_margin":147,"11_col_and_margin-width":148,"11_col_and_margin-height":142,"9_col_rectangle":149,"9_col_rectangle-width":150,"9_col_rectangle-height":151,"11_col":152,"11_col-width":153,"11_col-height":142,"staff_image_696_600":154,"staff_image_696_600-width":117,"staff_image_696_600-height":118,"rectangular_thumbnail":155,"rectangular_thumbnail-width":156,"rectangular_thumbnail-height":157},"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":159,"reduced":32,"top_overlap":160,"bottom_underlap":160,"disable_observer":-1,"heading":161,"cta_text":162,"cta_link":163,"items":164},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[165,179,188],{"type_key":20,"title":166,"excerpt":167,"to":168,"postedAt":169,"readingTime":170,"image":171,"authors":172,"category":176},"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",[173],{"name":174,"image":175},"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":177,"name":178},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":180,"excerpt":181,"to":182,"postedAt":183,"readingTime":170,"image":184,"authors":185,"category":187},"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",[186],{"name":174,"image":175},{"to":177,"name":178},{"type_key":20,"title":189,"excerpt":190,"to":191,"postedAt":192,"readingTime":193,"image":194,"authors":195,"category":202},"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",[196,199],{"name":197,"image":198},"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":200,"image":201},"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":177,"name":178},{"type":204,"style":205,"heading":33,"date":4,"updatedAt":206,"reading_minutes":207,"image":208,"imageAlt":33,"categories":209,"collections":390},"blog-post","light","2022-02-07T16:48:42",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fmq5vTrAV-050720211625527267_mobile-device-use.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[210],{"id":10,"count":211,"description":212,"link":177,"name":178,"slug":213,"taxonomy":214,"parent":56,"meta":215,"acf":216,"head_links":217,"resource_count":218,"yoast_title":219,"yoast_meta":220,"yoast_json_ld":265,"_links":362,"path":177},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",[221,223,226,229,232,235,238,240,242,244,247,250,253,256,259,262],{"property":222,"content":219},"title",{"property":224,"content":225},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. Browse our tips, advice and opinions in our latest SEO blogs!",{"name":227,"content":228},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":230,"content":231},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"name":233,"content":234},"og:locale","en-GB",{"property":236,"content":237},"og:type","article",{"property":239,"content":219},"og:title",{"property":241,"content":225},"og:description",{"property":243,"content":231},"og:url",{"property":245,"content":246},"og:site_name","Impression",{"property":248,"content":249},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":251,"content":252},"og:image:width",1200,{"property":254,"content":255},"og:image:height",630,{"property":257,"content":258},"og:image:type","image\u002Fjpeg",{"property":260,"content":261},"twitter:card","summary_large_image",{"property":263,"content":264},"twitter:site","@impressiontalk",{"@context":266,"@graph":267},"https:\u002F\u002Fschema.org",[268,276,285,295],{"@type":269,"@id":270,"url":270,"name":219,"isPartOf":271,"description":225,"breadcrumb":273,"inLanguage":275},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@id":272},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":274},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F#breadcrumb","en",{"@type":277,"@id":274,"itemListElement":278},"BreadcrumbList",[279,283],{"@type":280,"position":10,"name":281,"item":282},"ListItem","Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":280,"position":284,"name":178},2,{"@type":286,"@id":272,"url":282,"name":246,"description":48,"publisher":287,"inLanguage":234,"potentialAction":289},"WebSite",{"@id":288},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":290,"target":291,"query-input":294},"SearchAction",{"@type":292,"urlTemplate":293},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":296,"@id":288,"name":246,"url":282,"logo":297,"image":303,"sameAs":304,"@context":308,"email":309,"foundingDate":310,"legalName":311,"vatID":312,"description":313,"telephone":314,"address":315,"location":322,"areaServed":355},"Organization",{"@type":298,"inLanguage":234,"@id":299,"url":300,"contentUrl":300,"width":301,"height":302,"caption":246},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[305,306,307],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":316,"streetAddress":317,"addressLocality":318,"addressRegion":319,"postalCode":320,"addressCountry":321},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[323,332,344],{"@type":324,"name":325,"geo":326,"address":330,"photo":303,"telephone":331},"Place","Impression Digital - Nottingham",{"@type":327,"latitude":328,"longitude":329},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":316,"streetAddress":317,"addressLocality":318,"addressRegion":319,"postalCode":320,"addressCountry":321},"+44 01158 242 212",{"@type":324,"name":333,"geo":334,"address":337,"photo":342,"telephone":343},"Impression Digital - London",{"@type":327,"latitude":335,"longitude":336},"51.50237208377361","-0.09229841534284115",{"@type":316,"streetAddress":338,"addressLocality":339,"addressRegion":340,"postalCode":341,"addressCountry":321},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":324,"name":345,"geo":346,"address":349},"Impression Digital - New York",{"@type":327,"latitude":347,"longitude":348},"40.726722746949","-74.00527778220652",{"@type":316,"streetAddress":350,"addressLocality":351,"addressRegion":352,"postalCode":353,"addressCountry":354},"160 Varick St","New York","NY","10013","USA",[356,359,361],{"@type":357,"name":358},"Country","Worldwide",{"@type":357,"name":360},"GBR",{"@type":357,"name":354},{"self":363,"collection":369,"about":372,"wp:post_type":375,"curies":386},[364],{"href":365,"targetHints":366},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F1",{"allow":367},[368],"GET",[370],{"href":371},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[373],{"href":374},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[376,378,380,382,384],{"href":377},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=1",{"href":379},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=1",{"href":381},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=1",{"href":383},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=1",{"href":385},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=1",[387],{"name":388,"href":389,"templated":32},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",[391],{"id":13,"count":392,"description":393,"link":15,"name":14,"slug":394,"taxonomy":395,"parent":56,"meta":396,"acf":397,"head_links":398,"resource_count":56,"yoast_title":399,"yoast_meta":400,"yoast_json_ld":419,"_links":455},40,"Search Leeds is an annual search marketing conference, aimed at digital marketing professionals and provides them with actionable tips and advice for their own campaigns.","search-leeds","collections",[],[],[],"Search Leeds Conference Write-Ups | Impression",[401,402,404,405,407,408,409,410,411,412,413,414,415,416,417,418],{"property":222,"content":399},{"property":224,"content":403},"Couldn't make it to the most recent Search Leeds , or just want a recap on a previous talk? Read Impression's round-ups of Search Leeds from over the years.",{"name":227,"content":228},{"property":230,"content":406},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",{"name":233,"content":234},{"property":236,"content":237},{"property":239,"content":399},{"property":241,"content":403},{"property":243,"content":406},{"property":245,"content":246},{"property":248,"content":249},{"property":251,"content":252},{"property":254,"content":255},{"property":257,"content":258},{"property":260,"content":261},{"property":263,"content":264},{"@context":266,"@graph":420},[421,426,433,437],{"@type":269,"@id":422,"url":422,"name":399,"isPartOf":423,"description":403,"breadcrumb":424,"inLanguage":275},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",{"@id":272},{"@id":425},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F#breadcrumb",{"@type":277,"@id":425,"itemListElement":427},[428,429,432],{"@type":280,"position":10,"name":281,"item":282},{"@type":280,"position":284,"name":430,"item":431},"Blog","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":280,"position":207,"name":14},{"@type":286,"@id":272,"url":282,"name":246,"description":48,"publisher":434,"inLanguage":234,"potentialAction":435},{"@id":288},{"@type":290,"target":436,"query-input":294},{"@type":292,"urlTemplate":293},{"@type":296,"@id":288,"name":246,"url":282,"logo":438,"image":303,"sameAs":439,"@context":308,"email":309,"foundingDate":310,"legalName":311,"vatID":312,"description":313,"telephone":314,"address":440,"location":441,"areaServed":451},{"@type":298,"inLanguage":234,"@id":299,"url":300,"contentUrl":300,"width":301,"height":302,"caption":246},[305,306,307],{"@type":316,"streetAddress":317,"addressLocality":318,"addressRegion":319,"postalCode":320,"addressCountry":321},[442,445,448],{"@type":324,"name":325,"geo":443,"address":444,"photo":303,"telephone":331},{"@type":327,"latitude":328,"longitude":329},{"@type":316,"streetAddress":317,"addressLocality":318,"addressRegion":319,"postalCode":320,"addressCountry":321},{"@type":324,"name":333,"geo":446,"address":447,"photo":342,"telephone":343},{"@type":327,"latitude":335,"longitude":336},{"@type":316,"streetAddress":338,"addressLocality":339,"addressRegion":340,"postalCode":341,"addressCountry":321},{"@type":324,"name":345,"geo":449,"address":450},{"@type":327,"latitude":347,"longitude":348},{"@type":316,"streetAddress":350,"addressLocality":351,"addressRegion":352,"postalCode":353,"addressCountry":354},[452,453,454],{"@type":357,"name":358},{"@type":357,"name":360},{"@type":357,"name":354},{"self":456,"collection":465,"about":468,"wp:post_type":471,"curies":474},[457],{"href":458,"targetHints":459},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections\u002F142",{"allow":460},[368,461,462,463,464],"POST","PUT","PATCH","DELETE",[466],{"href":467},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections",[469],{"href":470},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcollections",[472],{"href":473},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?collections=142",[475],{"name":388,"href":389,"templated":32},[],[478,480,481,482],{"path":479,"name":281},"\u002F",{"path":163,"name":430},{"path":177,"name":178},{"path":483,"name":33},null,[485],{"id":10,"name":178,"path":177},{"title":487,"script":488,"meta":560,"link":589},"Search Leeds: Melanie Hyde on How to Maximise Potential from an Ongoing Shift in Device Usage - Impression",[489],{"type":490,"key":491,"innerHTML":492},"application\u002Fld+json","yoast-json-ld",{"@context":266,"@graph":493},[494,511,518,521,528,532,550],{"@type":495,"@id":496,"isPartOf":497,"author":499,"headline":33,"datePublished":501,"dateModified":502,"mainEntityOfPage":503,"wordCount":504,"publisher":505,"image":507,"thumbnailUrl":509,"articleSection":510,"inLanguage":234},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-melanie-hyde-maximise-potential-ongoing-shift-device-usage\u002F#article",{"@id":498},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-melanie-hyde-maximise-potential-ongoing-shift-device-usage\u002F",{"name":37,"@id":500},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F30905680af47e405c37b9921abb28d99","2016-07-07T15:13:22+00:00","2022-02-07T16:48:42+00:00",{"@id":498},528,{"@id":506},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":508},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-melanie-hyde-maximise-potential-ongoing-shift-device-usage\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fmq5vTrAV-050720211625527267_mobile-device-use.jpg?auto=compress%2Cformat&q=90",[178],{"@type":512,"@id":498,"url":498,"name":487,"isPartOf":513,"primaryImageOfPage":514,"image":515,"thumbnailUrl":509,"datePublished":501,"dateModified":502,"breadcrumb":516,"inLanguage":275},"WebPage",{"@id":272},{"@id":508},{"@id":508},{"@id":517},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fsearch-leeds-melanie-hyde-maximise-potential-ongoing-shift-device-usage\u002F#breadcrumb",{"@type":298,"inLanguage":234,"@id":508,"url":509,"contentUrl":509,"width":519,"height":520},1600,1063,{"@type":277,"@id":517,"itemListElement":522},[523,524,525,526],{"@type":280,"position":10,"name":281,"item":282},{"@type":280,"position":284,"name":430,"item":431},{"@type":280,"position":207,"name":178,"item":270},{"@type":280,"position":527,"name":33},4,{"@type":286,"@id":272,"url":282,"name":246,"description":48,"publisher":529,"inLanguage":234,"potentialAction":530},{"@id":288},{"@type":290,"target":531,"query-input":294},{"@type":292,"urlTemplate":293},{"@type":296,"@id":288,"name":246,"url":282,"logo":533,"image":303,"sameAs":534,"@context":308,"email":309,"foundingDate":310,"legalName":311,"vatID":312,"description":313,"telephone":314,"address":535,"location":536,"areaServed":546},{"@type":298,"inLanguage":234,"@id":299,"url":300,"contentUrl":300,"width":301,"height":302,"caption":246},[305,306,307],{"@type":316,"streetAddress":317,"addressLocality":318,"addressRegion":319,"postalCode":320,"addressCountry":321},[537,540,543],{"@type":324,"name":325,"geo":538,"address":539,"photo":303,"telephone":331},{"@type":327,"latitude":328,"longitude":329},{"@type":316,"streetAddress":317,"addressLocality":318,"addressRegion":319,"postalCode":320,"addressCountry":321},{"@type":324,"name":333,"geo":541,"address":542,"photo":342,"telephone":343},{"@type":327,"latitude":335,"longitude":336},{"@type":316,"streetAddress":338,"addressLocality":339,"addressRegion":340,"postalCode":341,"addressCountry":321},{"@type":324,"name":345,"geo":544,"address":545},{"@type":327,"latitude":347,"longitude":348},{"@type":316,"streetAddress":350,"addressLocality":351,"addressRegion":352,"postalCode":353,"addressCountry":354},[547,548,549],{"@type":357,"name":358},{"@type":357,"name":360},{"@type":357,"name":354},{"@type":551,"@id":552,"name":37,"image":553,"description":39,"sameAs":556,"url":559},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F30905680af47e405c37b9921abb28d99",{"@type":298,"inLanguage":234,"@id":554,"url":555,"contentUrl":555,"caption":37},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96069d6f196ce202c9674a411bef4b07a3","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",[557,558],"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Faarondicks\u002F","https:\u002F\u002Fx.com\u002Fhttps:\u002F\u002Ftwitter.com\u002Faarondicks","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Faaron-dicks\u002F",[561,562,564,565,566,568,569,570,573,575,577,579,580,581,582,584,585,588],{"name":227,"content":228},{"property":233,"content":563},"en_GB",{"property":236,"content":237},{"property":239,"content":487},{"property":241,"content":567},"Melanie followed a really strong presentation by Russell McAthy on marketing attribution. Mel’s focus is on what’s definitely one of the most prominent topics in search today – device shift and the associated attribution. Mobile device usage is growing (obviously!) Melanie noted the shift in device usage and spoke of how her agency’s data shows […]",{"property":243,"content":498},{"property":245,"content":246},{"property":571,"content":572},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":574,"content":501},"article:published_time",{"property":576,"content":502},"article:modified_time",{"property":248,"content":578},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Fmq5vTrAV-050720211625527267_mobile-device-use.jpg?auto=compress%2Cformat",{"property":251,"content":519},{"property":254,"content":520},{"property":257,"content":258},{"name":583,"content":37},"author",{"name":260,"content":261},{"name":586,"content":587},"twitter:creator","@https:\u002F\u002Ftwitter.com\u002Faarondicks",{"name":263,"content":264},[]]