[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-leeds-next-trillion-searches":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":446,"breadcrumbs":447,"reading_minutes":177,"category":454,"head":456},"2016-07-07T15:25:07",{"rendered":6},"\u003Cp>Tom Anthony is head of research and development for Distilled. His talk at Search Leeds 2016 was an energetic exercise in futurology, guiding the audience through new technologies that are either in the early research phase, already in existence or already starting to become a trend. Most importantly, he theorised what these developments mean for SEO and digital PR. Here are our notes from his talk:\u003C\u002Fp>\n\u003Ch2 id=\"take-aways\">Take aways\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>More search results will be presented in-situ in an IPA\u003C\u002Fli>\n\u003Cli>Conversions will also happen in-situ\u003C\u002Fli>\n\u003Cli>Make an app now and start the integration into IPAs\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Right now there’s an opportunity to leap-frog the competition\u003C\u002Fstrong>\n\u003Cul>\n\u003Cli>It doesn’t matter how many links your competitors have earned if 10 blue links don’t show up because you’ve built the app that integrates with the personal assistants\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cblockquote>\u003Cp>“Personal Assistants are definitely coming; don’t embrace it at your peril”\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Ch2 id=\"the-future-of-search\">The future of search\u003C\u002Fh2>\n\u003Cp>Natural language is quite difficult for humans, never mind computers. But if we’re talking about the future of search, it’s not enough just to talk about natural language.\u003C\u002Fp>\n\u003Ch3 id=\"three-big-types-of-search\">Three big types of search\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>Ambient search\u003C\u002Fli>\n\u003Cli>Faceted search\u003C\u002Fli>\n\u003Cli>Transactional search\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"ambient-search\">Ambient search\u003C\u002Fh2>\n\u003Cp>Google carries out its \u003Cem>information needs study\u003C\u002Fem> for years now. 1,000 people participate every year with an app installed on their phone which then sends them the question \u003Cem>What did you want to know recently \u003C\u002Fem>eight times a day.\u003C\u002Fp>\n\u003Cp>From this, not only did they create many of its recent Google Now cards, but it found that 1\u002F3 of all potential searches go unfulfilled. Either people are too lazy, they tried but the search engine wasn’t good enough or the device wasn’t available when they needed it.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>There’s a real move towards trying to have search devices that are always available.\u003C\u002Fstrong> Amazon Echo was the first ever-present, always listening device, released last year. Google home is the same idea and Apple is rumoured to be working on a Siri equivalent.\u003C\u002Fp>\n\u003Cp>What’s really interesting about these devices is that they’re frequently or always shared. People share other devices too, especially smartphones, at least once a day on average (\u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fresearch.google.com\u002Fpubs\u002Fpub44670.html\">see Google Research paper\u003C\u002Fa>).\u003C\u002Fp>\n\u003Cp>The thing about search engines is they want you to always have a search device nearby, but they also want you preferably to always be logged in, because that’s where their true power lies. An increasing number of shared devices poses a challenge to this, but there are a number of interesting technologies being developed to address this.\u003C\u002Fp>\n\u003Ch3 id=\"google-zensei-and-atap-research\">Google Zensei and ATAP research\u003C\u002Fh3>\n\u003Cp>This is the forefront of Google’s mission to create \u003Cem>a world of frictionless knowledge\u003C\u002Fem>. Zensei uses \u003Cem>bioimpendance \u003C\u002Fem>to know who you are as soon as you interact with the device, and frictionless systems like this which work without passwords or fingerprints. Such ambient interfaces aren’t perfect, but it’s the first step across the bridge towards seamless interactions with search.\u003C\u002Fp>\n\u003Cp>Other research in the pipeline from \u003Cstrong>Google ATAP\u003C\u002Fstrong> include\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fatap.google.com\u002Fsoli\u002F\">Project Soli\u003C\u002Fa> – using radar to detect interactions\u003C\u002Fli>\n\u003Cli>Glissando – a research project where Google is trying to layer gestures and audio control together in one system.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Ambient search advances will soon mean that search devices will be ubiquitous, leading to new types of search, and personalised search will be ubiquitous, leading to increased reliance.\u003C\u002Fp>\n\u003Ch2 id=\"faceted-search\">\u003Cstrong>Faceted search\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>This can be seen in things like the rise of direct answers, which are becoming more dynamic and real-time, creating the new \u003Cem>card paradigm\u003C\u002Fem>; basically breaking things down to units of data that are ‘device independent’. The search engines are also trying to move users away from web-based searches, where the majority of results are delivered through websites. Instead, most results will answer your search there and then, without taking you to a website.\u003C\u002Fp>\n\u003Ch3 id=\"conversational-search\">\u003Cstrong>Conversational search\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>This is nothing new. Google’s increasingly indexing entities rather than things (see Dixon Jones’ Search Leeds \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fsearch-leeds-dixon-jones\u002F\">talk on evaluating the web\u003C\u002Fa>). The thing for the user is that you can now use these attributes not as the answer but the search query itself. See \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftechcrunch.com\u002F2016\u002F03\u002F01\u002Fhound-a-voice-powered-virtual-assistant-app-launches-publicly\u002F\">Hound\u003C\u002Fa> in the US, or \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fviv.ai\u002F\">VIV\u003C\u002Fa>, the personal assistant from the guys behind Siri who call it the ‘personal assistant Siri should have been’. It’s ‘conversational commerce’ is definitely part of the future.\u003C\u002Fp>\n\u003Cp>We’re going to see  a world where personal assistance become the new gatekeepers, and the industry will just write plug ins, not not new apps. Google, for example, will pull all of the information from different competitors sites and display all of the results in Google, rather than take a user to different pages.\u003C\u002Fp>\n\u003Cp>Faceted search will capture more of the funnel as more of the filter and sort phase moves there. Meanwhile web search will become inadequate for handling more and more of these searches.\u003C\u002Fp>\n\u003Ch3 id=\"transactional-search\">Transactional search\u003C\u002Fh3>\n\u003Cp>A great example of this: you can now order any Amazon Prime product just by speaking to Amazon Echo. In Siri you can search for films, then find times and then buy tickets through an app. The interesting thing about this is how users now go most of the way through the sales funnel before opening the app. How long before we see that purchasing phase taking place direct from the search engine.\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\u002FMyB88wRWMSHqi8\" 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=\"Intelligent Personal Assistants & New Types of Search\" href=\"\u002F\u002Fwww.slideshare.net\u002FTomAnthony\u002Fintelligent-personal-assistants-new-types-of-search\" target=\"_blank\" rel=\"noopener noreferrer\">Intelligent Personal Assistants & New Types of Search\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"\u002F\u002Fwww.slideshare.net\u002FTomAnthony\" target=\"_blank\" rel=\"noopener noreferrer\">Tom Anthony\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\n\u003Cp>Read more from Tom\u003C\u002Fp>\n\u003Cp>@TomAnthonySEO\u003Cbr \u002F>\nhttps:\u002F\u002Fwww.distilled.net\u002Fabout\u002Fpeople\u002Ftom-anthony\u002F\u003Cbr \u002F>\nhttp:\u002F\u002Fsearchleeds.com\u002F\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},142,"SearchLeeds","\u002Fblog\u002Fcollection\u002Fsearch-leeds\u002F",[17],146,[19,20,21,22,23,24,25,26,27],"post-2714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-search-leeds",{"page_content_modules":29,"hero":173},[30,129],{"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: Tom Anthony on the next trillion searches",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},70,"\u002Fabout\u002Four-team\u002Ftom-craig\u002F","Tom Craig","Chief Operations Officer","Co-founder of Impression. I oversee the operational side of the business, ensuring we deliver first-class work and impressive results for our clients.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":43,"job_title":39,"specialist_service_links":44,"photo":73},"\u003Cp>Chief Operations Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I started my career in internal systems development at a global engineering consultancy. This is where I learnt to code in a professional environment, having previously only built websites as a hobby. After four years in this role, I decided to pursue further education and studied at the University of Leeds. My next role was a digital marketing manager for a fast-growth cleantech company in Nottingham. Both the company and my responsibilities grew, and I held the position as Head of Marketing for 3 years, before leaving to co-found Impression. My role has evolved every year at Impression as the agency has grown and we’ve realigned responsibilities along the way, but it’s safe to say that I’ve worked in all areas of the business over the years.\u003C\u002Fp>\n\u003Cp>Day to day, Aaron and Mikey and I work closely to ensure we’re leading the agency forwards within our respective remits; performance, commercial and operations. I work closely with the management team, helping to ensure we’re all aligned in achieving our objectives. Much of my day is spent speaking with the team, where I work to improve systems and processes, and preempt future operational challenges. I really enjoy all aspects of planning and can easily get lost in a complex spreadsheet, but I work hard to ensure I stay in the big picture to provide the team the support they need to do the best job they can.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nIt has to be our baby boy!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nSkiing is number one, but when I can’t do that I enjoy cycling, swimming, playing tennis and squash, listening to music, (occasionally) playing guitar, cooking and seeing friends and family.\u003C\u002Fp>\n",[45,62],{"page":46,"link_text":51},{"ID":47,"post_author":48,"post_date":49,"post_date_gmt":49,"post_content":50,"post_title":51,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":54,"to_ping":50,"pinged":50,"post_modified":55,"post_modified_gmt":55,"post_content_filtered":50,"post_parent":56,"guid":57,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":61},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":63,"link_text":72},{"ID":64,"post_author":48,"post_date":65,"post_date_gmt":65,"post_content":50,"post_title":66,"post_excerpt":50,"post_status":52,"comment_status":53,"ping_status":53,"post_password":50,"post_name":67,"to_ping":50,"pinged":50,"post_modified":68,"post_modified_gmt":68,"post_content_filtered":50,"post_parent":69,"guid":70,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":71},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F","Strategy",{"ID":74,"id":74,"title":75,"filename":76,"filesize":77,"url":78,"link":79,"alt":50,"author":80,"description":50,"caption":50,"name":81,"status":82,"uploaded_to":56,"date":83,"modified":83,"menu_order":56,"mime_type":84,"type":85,"subtype":86,"icon":87,"width":88,"height":89,"sizes":90},24283,"Tom-Craig-new-2023","Tom-Craig-new-2023.png",397051,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&q=90","\u002Ftom-craig-new-2023\u002F","12","tom-craig-new-2023","inherit","2023-08-02 10:41:27","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":91,"thumbnail-width":92,"thumbnail-height":92,"medium":93,"medium-width":94,"medium-height":95,"medium_large":96,"medium_large-width":97,"medium_large-height":98,"large":99,"large-width":100,"large-height":101,"1536x1536":102,"1536x1536-width":103,"1536x1536-height":104,"2048x2048":105,"2048x2048-width":106,"2048x2048-height":107,"post-thumbnail":108,"post-thumbnail-width":109,"post-thumbnail-height":110,"12_col":111,"12_col-width":112,"12_col-height":113,"default_landscape":114,"default_landscape-width":115,"default_landscape-height":89,"default_portrait":116,"default_portrait-width":89,"default_portrait-height":115,"6_col_and_margin_short":117,"6_col_and_margin_short-width":109,"6_col_and_margin_short-height":113,"11_col_and_margin":118,"11_col_and_margin-width":119,"11_col_and_margin-height":113,"9_col_rectangle":120,"9_col_rectangle-width":121,"9_col_rectangle-height":122,"11_col":123,"11_col-width":124,"11_col-height":113,"staff_image_696_600":125,"staff_image_696_600-width":88,"staff_image_696_600-height":89,"rectangular_thumbnail":126,"rectangular_thumbnail-width":127,"rectangular_thumbnail-height":128},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":130,"reduced":32,"top_overlap":131,"bottom_underlap":131,"disable_observer":-1,"heading":132,"cta_text":133,"cta_link":134,"items":135},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[136,149,158],{"type_key":20,"title":137,"excerpt":138,"to":139,"postedAt":140,"readingTime":141,"image":142,"authors":143,"category":147},"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",[144],{"name":145,"image":146},"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":148,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":141,"image":154,"authors":155,"category":157},"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",[156],{"name":145,"image":146},{"to":148,"name":51},{"type_key":20,"title":159,"excerpt":160,"to":161,"postedAt":162,"readingTime":163,"image":164,"authors":165,"category":172},"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",[166,169],{"name":167,"image":168},"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":170,"image":171},"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":148,"name":51},{"type":174,"style":175,"heading":33,"date":4,"updatedAt":176,"reading_minutes":177,"image":178,"imageAlt":33,"categories":179,"collections":359},"blog-post","light","2022-02-07T16:48:42",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FVynu3SCK-050720211625527261_Search-Leeds-Tom-Anthony-Distilled-next-trillion-searches.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[180],{"id":10,"count":181,"description":182,"link":148,"name":51,"slug":54,"taxonomy":183,"parent":56,"meta":184,"acf":185,"head_links":186,"resource_count":187,"yoast_title":188,"yoast_meta":189,"yoast_json_ld":234,"_links":331,"path":148},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>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[190,192,195,198,201,204,207,209,211,213,216,219,222,225,228,231],{"property":191,"content":188},"title",{"property":193,"content":194},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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