[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsmx-london-seo-mobile-first":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":403,"breadcrumbs":404,"reading_minutes":139,"category":411,"head":413},"2017-05-23T10:37:17",{"rendered":6},"\u003Cp>In this session, we heard from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FNickWilsdon\">Nick Wilsdon\u003C\u002Fa>, SEO lead at Vodafone, who talked about SEO in a mobile first world.\u003C\u002Fp>\n\u003Ch2 id=\"winning-featured-snippets\">Winning featured snippets\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Opportunity to gain visibility\u003C\u002Fli>\n\u003Cli>Hubspot found CTR increased by over 114% for pages with featured snippet\u003C\u002Fli>\n\u003Cli>850,000 results, 19% had featured snippets\u003C\u002Fli>\n\u003Cli>Google preparing for voice; need these featured snippets to be relevant\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"essential-reading-on-featured-snippets\">Essential reading on featured snippets\u003C\u002Fh3>\n\u003Cul>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.hubspot.com\u002Fmarketing\u002Fhow-to-featured-snippet-box\">Matt Barby: How to optimise for featured snippets\u003C\u002Fa>\u003C\u002Fli>\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fgetstat.com\u002Fblog\u002Ffeatured-snippets\u002F\">STAT: How to get more featured snippets\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"improving-local-search-data\">Improving local search data\u003C\u002Fh2>\n\u003Cp>Google has kind of forgotten about local for a while; local SEO has been a bit neglected of late and mobile really grows the importance of it.\u003C\u002Fp>\n\u003Cp>4\u002F5 consumers conduct local searches looking for business hours and addresses. It’s essential to manage the local data layer for voice and AI-first search.\u003C\u002Fp>\n\u003Cp>Vodafone did some experiments themselves. They simply tidied up the listing, added some new images and saw a 30% increase in conversions through that store.\u003C\u002Fp>\n\u003Ch3 id=\"local-data-optimisation\">Local data optimisation\u003C\u002Fh3>\n\u003Cp>Huge maintenance issue, so partners are essential. Vodafone uses \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.yext.com\u002F\">Yext\u003C\u002Fa>, but other partners are available!\u003C\u002Fp>\n\u003Cp>Local store schema can be added via GTM to speed up the process; Vodafone prefers JSON-LD. Nick recognises that there can be a lot of issues with adding schema, so Tag Manager is invaluable and schema markup an easy win.\u003C\u002Fp>\n\u003Cp>Photography is also really important – but not necessarily the quality! Vodafone found that 360 degree photography worked really well for them.\u003C\u002Fp>\n\u003Ch2 id=\"using-dynamic-links\">Using dynamic links\u003C\u002Fh2>\n\u003Cp>Vodafone has been reviewing the way they think about apps, linking through to functionality rather than telling people to just download it. So, for example, topping up their phones, they now send people to do that within the app, rather than just getting them to download the app.\u003C\u002Fp>\n\u003Cp>Nick recommends \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ffirebase.google.com\u002Fdocs\u002Fdynamic-links\u002F\">Firebase\u003C\u002Fa> as a way of improving app journeys and reducing friction.\u003C\u002Fp>\n\u003Ch2 id=\"taking-advantage-of-amp\">Taking advantage of AMP\u003C\u002Fh2>\n\u003Cp>Nick doesn’t like the idea of giving this much control to Google and recognises the reasons not to. But, as with everything Google, there is an upside, so Vodafone are using AMP.\u003C\u002Fp>\n\u003Cp>They use it across their ecommerce pages, and have seen huge gains in terms of mobile search traffic and mobile conversions. There’s a huge amount of support for AMP, so Nick suggests checking out the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fyoast.com\u002Fsetting-up-wordpress-for-amp-accelerated-mobile-pages\u002F\">Yoast AMP plugin\u003C\u002Fa> for WordPress.\u003C\u002Fp>\n\u003Cp>But, AMP isn’t a silver bullet for performance. Performance goes way deeper than that.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3103\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FRFFe84eD-mobile-results-smx-london-vodafone.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"mobile results smx london vodafone\" width=\"1024\" height=\"706\" \u002F>\u003C\u002Fp>\n\u003Ch3 id=\"focus-on-performance\">Focus on performance\u003C\u002Fh3>\n\u003Cp>Best practice needs to be installed throughout the business. HTTPS, HTTP2 deployment are important. (Note: if you’re using HTTPS but not HTTP2, your website will be slower).\u003C\u002Fp>\n\u003Cp>Make sure you focus on improving customer experience beyond AMP, don’t just rely on AMP.\u003C\u002Fp>\n\u003Cp>When asked about the sentiment expressed in a forthcoming Brighton SEO talk that suggests making websites faster rather than focusing on AMP, Nick agrees that fast websites is the goal, but that an AMP-first approach can help you plan what you need, but have a wider plan than just AMP.\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\u002FFF6w9L2jpjr7Om\" 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=\"SMX 2017 SEO for Google's Mobile-First Index by Nick Wilsdon\" href=\"\u002F\u002Fwww.slideshare.net\u002Fe3internet\u002Fsmx-2017-seo-for-googles-mobilefirst-index-by-nick-wilsdon\" target=\"_blank\" rel=\"noopener noreferrer\">SMX 2017 SEO for Google’s Mobile-First Index by Nick Wilsdon\u003C\u002Fa> \u003C\u002Fstrong> from \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fwww.slideshare.net\u002Fe3internet\" target=\"_blank\" rel=\"noopener noreferrer\">Nick Wilsdon\u003C\u002Fa>\u003C\u002Fstrong>\u003C\u002Fdiv>\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-3102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-smx",{"page_content_modules":29,"hero":135},[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,"SMXLondon: SEO in a Mobile-First World – Nick Wilsdon",[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. 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":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},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":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"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":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,117,126],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":114},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. 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",[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},"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",[124],{"name":112,"image":113},{"to":115,"name":116},{"type_key":20,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":108,"image":131,"authors":132,"category":134},"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",[133],{"name":112,"image":113},{"to":115,"name":116},{"type":136,"style":137,"heading":33,"date":4,"updatedAt":138,"reading_minutes":139,"image":140,"imageAlt":33,"categories":141,"collections":320},"blog-post","light","2022-02-07T16:48:38",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FUxxJJZzO-050720211625524439_nick-wilsdon-smx-london-2017-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[142],{"id":10,"count":143,"description":144,"link":115,"name":116,"slug":145,"taxonomy":146,"parent":47,"meta":147,"acf":148,"head_links":149,"resource_count":150,"yoast_title":151,"yoast_meta":152,"yoast_json_ld":196,"_links":292,"path":115},432,"\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",[153,155,158,161,164,167,170,172,174,176,179,182,185,188,190,193],{"property":154,"content":151},"title",{"property":156,"content":157},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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