[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsmx-london-future-proof-seo":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":409,"breadcrumbs":410,"reading_minutes":145,"category":417,"head":419},"2017-05-23T16:19:19",{"rendered":6},"\u003Cp>Hannah’s agency \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.found.co.uk\u002F\">Found\u003C\u002Fa> doesn’t work in one industry. They work in lots. Which is why they work with trends. And why they know that everyone has constraints on their business.\u003C\u002Fp>\n\u003Cp>As SEOs, we always have that trade off. We can optimise for what works now, or we can think about what we can optimise for the future.\u003C\u002Fp>\n\u003Cp>She gave an example from Ian Lurie and Search Love 2015. He asked if, if Google said red websites rank better, you’d change your website to red.\u003C\u002Fp>\n\u003Cp>What if that doesn’t take into account that half your users don’t like red? What if it takes time to get that change made? What if Google comes out next month and says another colour is better?\u003C\u002Fp>\n\u003Cp>So we need to be aware of what’s going to affect us in future.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-future-proof\">What is future proof?\u003C\u002Fh2>\n\u003Cp>Here’s a list of things we should think about when considering whether something is future proof:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3121\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FbrcHVICc-future-proof-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"future proof\" width=\"3264\" height=\"2448\" \u002F>\u003C\u002Fp>\n\u003Cp>But there are hundreds more factors that inform whether a trend is going to stay around or not.\u003C\u002Fp>\n\u003Cp>So using these examples, Hannah has put together these four criteria in which to assess new ideas:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>product\u002Ftechnology\u003C\u002Fli>\n\u003Cli>cost\u003C\u002Fli>\n\u003Cli>users\u003C\u002Fli>\n\u003Cli>connections\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"product-tech\">Product\u002Ftech\u003C\u002Fh3>\n\u003Cp>Are there barriers to entry? What’s the MVP to a full launch? Are there any obvious roadblocks?\u003C\u002Fp>\n\u003Cp>Then think about competitors. What’s the alternative to this? Could a stronger competitor launch (competing against the product you’re investing in).\u003C\u002Fp>\n\u003Cp>Patents too. When was it filed? Are there any related patents? Read SEO by the Sea to keep up.\u003C\u002Fp>\n\u003Ch3 id=\"cost\">Cost\u003C\u002Fh3>\n\u003Cp>Financial and time – what will it cost you? And what is the opportunity cost? If it’s going to take up all your developers’ time, what else could they have been doing?\u003C\u002Fp>\n\u003Ch3 id=\"users\">Users\u003C\u002Fh3>\n\u003Cp>Adoption process; is there a need to download in order to use it?\u003C\u002Fp>\n\u003Cp>Can it work on multiple devices?\u003C\u002Fp>\n\u003Cp>How do you share it with others?\u003C\u002Fp>\n\u003Cp>In terms of familiarity, will people trust it, will they know how to use it?\u003C\u002Fp>\n\u003Ch3 id=\"connections\">Connections\u003C\u002Fh3>\n\u003Cp>Are there any existing partnerships with pre-existing systems? Is it backed by any big brands?\u003C\u002Fp>\n\u003Ch2 id=\"assessing-new-technologies\">Assessing new technologies\u003C\u002Fh2>\n\u003Cp>Hannah used the example of QR codes.\u003C\u002Fp>\n\u003Cp>There were plenty of alternatives. Users would need to download a QR reads. It was very cheap. But it didn’t have a USP and was rubbish for users, so it died.\u003C\u002Fp>\n\u003Cp>Then she looked at AMP in the same way:\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3122\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FLdBz4u7O-amp-future-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"amp future\" width=\"3264\" height=\"2448\" \u002F>\u003C\u002Fp>\n\u003Ch2 id=\"trends\">Trends\u003C\u002Fh2>\n\u003Cp>Google Chrome extension called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdata-miner.io\u002F\">Data Miner\u003C\u002Fa>, which will scrape the whole list of conference tweets and tell you what was spoken about and identify trends.\u003C\u002Fp>\n\u003Ch2 id=\"key-takeaways\">Key takeaways\u003C\u002Fh2>\n\u003Cp>Look at:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Product\u002Ftechnology\u003C\u002Fli>\n\u003Cli>Cost\u003C\u002Fli>\n\u003Cli>Users\u003C\u002Fli>\n\u003Cli>Connection\u003C\u002Fli>\n\u003C\u002Ful>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},63,"SMX","\u002Fblog\u002Fcollection\u002Fsmx\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-smx",{"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,"SMX London: Future Proof Your SEO – Hannah Thorpe",[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. 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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. 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