[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsmxlondon-mobile-first-pete-campbell":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":433,"breadcrumbs":434,"reading_minutes":139,"category":441,"head":443},"2017-05-23T11:13:58",{"rendered":6},"\u003Cp>Google announced the move to a mobile-first index last year, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FPeteCampbell\">Pete Campbell\u003C\u002Fa> gives a great insight on how site performance can help you get ready for this switch.\u003C\u002Fp>\n\u003Ch2 id=\"site-speed\">Site Speed\u003C\u002Fh2>\n\u003Cp>Pete Campbell from Kaizen kicks off talking about the site speed element of the mobile first algorithm, which was actually only \u003Cspan style=\"text-decoration: underline;\">announced 6-8 weeks ago\u003C\u002Fspan> as being part of the algorithm.\u003C\u002Fp>\n\u003Cp>47% of consumers expect web pages to load in 2 seconds or less, average retailer loads in 10 seconds. This highlights a huge difference in what people expect to what they are actually getting. On average retailers mobile sites are slower than desktop, this could be due to different speeds on desktop and mobile. Brands can implement new things such as HTTP2, AMP and HTTPs.\u003C\u002Fp>\n\u003Ch2 id=\"why-does-site-speed-matter\">Why does site speed matter?\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"text-decoration: underline;\">Kissmetrics carried out a study\u003C\u002Fspan> which found retailers lose 1.73bn in sales due to site speed, with 79% percent of users not buying again if the website’s performance is poor. This amount of lost opportunity shows the need for a fast site. They found that a 1 second faster site can increase conversion rate by 27%. A faster full site load also leads to a 34% lower bounce rate.\u003C\u002Fp>\n\u003Ch2 id=\"how-fast-are-uk-ecommerce-sites\">How fast are UK ecommerce sites?\u003C\u002Fh2>\n\u003Cp>Kaizen undertook a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002FvxfBA8ciiI\">\u003Cspan style=\"text-decoration: underline;\">study of the top 700\u003C\u002Fspan> ecommerce sites\u003C\u002Fa> in the UK and look at four metrics:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>PageSpeed Score\u003C\u002Fli>\n\u003Cli>Homepage Size\u003C\u002Fli>\n\u003Cli>Loading time\u003C\u002Fli>\n\u003Cli>HTTP2 usage\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>They automated this process as doing this manually for 700 sites would be an absolute nightmare. TMLewin is an absolute boss along with Jack Wills with some less known brands such as Triton Cycles in the top 5.\u003C\u002Fp>\n\u003Cp>Looking through these results they made a list of the top 10 recurring PageSpeed Insight Tool issues with some surprising results.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>93% are not optimising images\u003C\u002Fli>\n\u003Cli>Many had poor minification\u003C\u002Fli>\n\u003Cli>60\u002F100 average desktop speed and 50\u002F100 average mobile. This represents an 8.5% slower speed on mobile, which in a mobile-first world is questionable at best.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>He highlights that some large websites don’t seem to get it right, Debenhams did rank well for mobile page speed even though 64% of their traffic is mobile. This represents a challenge to big brands who need to rethink their mobile strategy.\u003C\u002Fp>\n\u003Cp>100% of the 700 retailers had mobile sites but only 80% are responsive rather with many being user agent redirects, this is an old technique which is outdated and should look at being moved away from. They found that UK retailers homepages are 35% larger than other pages across the web.\u003C\u002Fp>\n\u003Ch2 id=\"http2\">HTTP2\u003C\u002Fh2>\n\u003Cp>Only 14.5% of top UK retailers user http2, although this is higher than the web average (13.5%).\u003C\u002Fp>\n\u003Cp>HTTP2 is the latest version of HTTP protocol, Kaizen found that HTTP2 decreased load time by 52% for CloudFlare customers which utilised by 13.5% of the web. He goes on to say how hugely underutilised this technology is, and this is something that should be implemented on your retailer sites.\u003C\u002Fp>\n\u003Ch2 id=\"how-do-i-implement-http2\">How do I implement HTTP2?\u003C\u002Fh2>\n\u003Cp>First, you need to understand how many users have HTTP2 capable browsers, if you’re serving enterprise clients these can often be on old browsers that aren’t capable of it. Also look at your server’s OS to make sure this can handle HTTP2. There is a plugin called BuiltWith to look at this. You need an SSL Certificate! Most browsers won’t serve HTTP2 unless you have this implemented.\u003C\u002Fp>\n\u003Ch2 id=\"site-speed-tactics\">Site speed tactics\u003C\u002Fh2>\n\u003Cp>Pete goes on to say that while the PageSpeed Insights Tool gives good data, it can also give dumb advice as it doesn’t understand the context of how the website was built. Things like combining all your JS & CSS doesn’t always make sense and if you have things like web fonts it’s always best to keep these pointing to the latest version. Similar to this, CMS plugins should be left to point to their CDN’s rather than putting this on your own server.\u003C\u002Fp>\n\u003Cp>With the above said, here are some great tactics you can use to increase site speed:\u003C\u002Fp>\n\u003Cp>Anything outside of the above is what you want to use.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Minification\u003C\u002Fli>\n\u003Cli>Tag Bloat\u003C\u002Fli>\n\u003Cli>Inline Code\u003C\u002Fli>\n\u003Cli>Image Compression\u003C\u002Fli>\n\u003Cli>CDN\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cb>Minification\u003C\u002Fb> – This is the process of removing whitespace from code. Google offer a JS Closure compiler along with a HTML minifier.  If you’re only looking to minify a small amount use minify.org.\u003C\u002Fp>\n\u003Cp>\u003Cb>Tag Bloat\u003C\u002Fb> – Google Tag Manager can be implemented but over time can cause tag bloat. Use google tag assistant to review this and make sure these are used and not artificially adding to load time. Removing redundant tags can make a big difference to your page load times which means more money!\u003C\u002Fp>\n\u003Cp>\u003Cb>Inline Code\u003C\u002Fb> – Don’t do it! Inline code creates a codebase that’s hard to maintain. It can create unused code and can override default styles. This makes it difficult to work with devs on any changes if your rolling back changes with inline styles.\u003C\u002Fp>\n\u003Cp>\u003Cb>Image Compression\u003C\u002Fb> – Use Web.p which is Google’s format and can deliver 30% faster load times in terms of how it’s compressed. Available as server side plugin so it can be automated and added to photoshop. Moving forward this can be interesting. Compressor.io is similar if you don’t want to use Google’s own format.\u003C\u002Fp>\n\u003Cp>HTTP2 eliminates the need for some typical site speed hacks:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Image Sprites are redundant\u003C\u002Fli>\n\u003Cli>Domain Sharding is defunct with HTTP2\u003C\u002Fli>\n\u003Cli>Master CSS\u002FJS files no longer needed as they can be rendered on the fly dynamically with HTTP2\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cb>CDN \u003C\u002Fb>– There are so many options for a CDN these days, Pete advises using https:\u002F\u002Fwww.cdnfinder.com\u002F to find the one that fits your business needs.\u003C\u002Fp>\n\u003Ch2 id=\"google-amp\">Google AMP\u003C\u002Fh2>\n\u003Cp>Whilst Google AMP is nothing hot off the press, the options for implementation have expanded recently. Over the past few months, Property Listings and Ecommerce products have been added. A great example of this is eBay now using AMP to serve products, they have got in on the ground floor so are seeing some fantastic benefits from this.\u003C\u002Fp>\n\u003Cp>Accelerated Mobile Links can load the next page in AMP if available, gives the user a seamless AMP experience. Can use a WordPress plugin to do this.\u003C\u002Fp>\n\u003Cp>\u003Cb>Conclusion\u003C\u002Fb>\u003C\u002Fp>\n\u003Cp>All of the above items can help prepare your site for a mobile first index, it’s something you should be doing now so you are proactive rather than reactive.\u003C\u002Fp>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},63,"SMX","\u002Fblog\u002Fcollection\u002Fsmx\u002F",[17],109,[19,20,21,22,23,24,25,26,27],"post-3105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","collections-smx",{"page_content_modules":29,"hero":165},[30,127],{"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 – Pete Campbell",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},19,"\u002Fabout\u002Four-team\u002Fcharlie-norledge\u002F","Charlie Norledge","Director, Head of SEO","I am the Director, Head of SEO at Impression. I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.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":71},"\u003Cp>Director, Head of SEO. Joined Impression in 2015.\u003C\u002Fp>\n\u003Cp>My background is in web development but I moved away from this when I decided that I wanted a more customer-facing role. I wanted the opportunity to be able to apply my expertise and also deal with clients directly and technical SEO allowed me to do this.\u003C\u002Fp>\n\u003Cp>Day to day, I work on a variety of client accounts across different industries. I am responsible for devising and executing their SEO strategies and also spend a lot of time helping the wider team at Impression with any technical SEO challenges.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nSpeaking at Brighton SEO! I’ve delivered a talks and training on structured data and \u003Ca href=\"\u002Fblog\u002Fjavascript-seo-guide\u002F\">JavaScript SEO\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI enjoy surfing and Skiing (although living in the midlands isn’t good for this!)\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":66},{"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":47,"guid":69,"menu_order":56,"post_type":58,"post_mime_type":50,"comment_count":59,"filter":60,"url_path":70},57,"2020-03-12 15:49:37","Technical SEO","technical-seo","2025-10-28 09:41:49","\u002F?page_id=57","\u002Fseo\u002Ftechnical-seo\u002F",{"ID":72,"id":72,"title":73,"filename":74,"filesize":56,"url":75,"link":76,"alt":50,"author":77,"description":50,"caption":50,"name":78,"status":79,"uploaded_to":56,"date":80,"modified":81,"menu_order":56,"mime_type":82,"type":83,"subtype":84,"icon":85,"width":86,"height":87,"sizes":88},8558,"Charlie-Norledge","jVjBhz1i-Charlie-Norledge.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&q=90","\u002Fcharlie-norledge\u002F","12","charlie-norledge","inherit","2021-07-15 16:28:10","2021-10-11 10:06:22","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":89,"thumbnail-width":90,"thumbnail-height":90,"medium":91,"medium-width":92,"medium-height":93,"medium_large":94,"medium_large-width":95,"medium_large-height":96,"large":97,"large-width":98,"large-height":99,"1536x1536":100,"1536x1536-width":101,"1536x1536-height":102,"2048x2048":103,"2048x2048-width":104,"2048x2048-height":105,"post-thumbnail":106,"post-thumbnail-width":107,"post-thumbnail-height":108,"12_col":109,"12_col-width":110,"12_col-height":111,"default_landscape":112,"default_landscape-width":113,"default_landscape-height":87,"default_portrait":114,"default_portrait-width":87,"default_portrait-height":113,"6_col_and_margin_short":115,"6_col_and_margin_short-width":107,"6_col_and_margin_short-height":111,"11_col_and_margin":116,"11_col_and_margin-width":117,"11_col_and_margin-height":111,"9_col_rectangle":118,"9_col_rectangle-width":119,"9_col_rectangle-height":120,"11_col":121,"11_col-width":122,"11_col-height":111,"staff_image_696_600":123,"staff_image_696_600-width":86,"staff_image_696_600-height":87,"rectangular_thumbnail":124,"rectangular_thumbnail-width":125,"rectangular_thumbnail-height":126},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":128,"reduced":32,"top_overlap":129,"bottom_underlap":129,"disable_observer":-1,"heading":130,"cta_text":131,"cta_link":132,"items":133},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[134,147,156],{"type_key":20,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":139,"image":140,"authors":141,"category":145},"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",[142],{"name":143,"image":144},"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":146,"name":51},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":20,"title":148,"excerpt":149,"to":150,"postedAt":151,"readingTime":139,"image":152,"authors":153,"category":155},"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",[154],{"name":143,"image":144},{"to":146,"name":51},{"type_key":20,"title":157,"excerpt":158,"to":159,"postedAt":160,"readingTime":139,"image":161,"authors":162,"category":164},"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",[163],{"name":143,"image":144},{"to":146,"name":51},{"type":166,"style":167,"heading":33,"date":4,"updatedAt":168,"reading_minutes":139,"image":169,"imageAlt":33,"categories":170,"collections":350},"blog-post","light","2022-02-07T16:48:38","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FVlb6NJDZ-050720211625524431_pete-campbell-smx-london-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[171],{"id":10,"count":172,"description":173,"link":146,"name":51,"slug":54,"taxonomy":174,"parent":56,"meta":175,"acf":176,"head_links":177,"resource_count":178,"yoast_title":179,"yoast_meta":180,"yoast_json_ld":225,"_links":322,"path":146},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>","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[181,183,186,189,192,195,198,200,202,204,207,210,213,216,219,222],{"property":182,"content":179},"title",{"property":184,"content":185},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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