Crossfinity Cross Forum 15 - The Importance of Mobile - Keith L. Goode

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The Importance of Mobile SEO and How it

is Different than Desktop SEO

16 May 2015

Presented at:


Your Presenter

20 years of Online Experience– AMD– HomeAway.com– Builders Digital Experience– SpareFoot.com

Dell (4 years)– SEO Technology Lead, DCS

(formerly eDell)– Technical SEO Instructor

Currently– Chief SEO Evangelist,

seoClaritywww.linkedin.com/in/keithlgoode

@keithgoode

Keith L. Goode, Chief SEO Evangelist


Key TakeawaysSmartphones will Overtake are Overtaking

Feature Phones in JapanResponsive and Adaptive Sites Are More

Necessary Than EverThe Key to Successful Mobile SEO is

Technical Excellence


Google’s Announcement


How to be Multi-Screen FriendlyThree Types of Mobile-Friendly Designo Using responsive design (Google’s preference) - where your site resizes its

layout & fonts depending on the screen of the device viewing the pageo Setting up your server to dynamically serve mobile pages o Creating a separate “m.” mobile site version


Mobile-Friendly or Bust


Why was this Announcement Important?

• First time an algorithm change has been globally implemented

• Marks a change in the way Google communicates algorithm updates


WHAT DOES THIS MEAN FOR YOU?

Globalization of Algorithmic Changes


Japan’s Mobile Market Is Changing

Japan has been a stronghold for Feature Phones for many years


Flip-Phone persistenceBy comparison to other world markets, penetration of smartphones has been slower in Japan.

But…


Japan’s Youth More Likely to Use Smart phones

The young demographic is changing how Japan uses mobile Over 70% of young people

use smart phones Compare to 75% of all US

mobile subscribers, who use smartphones

Many large companies are assigning smart phones to their employees

Courtesy:


Organic Mobile Traffic

-

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000 ~400% increase in mobile traffic

over 2 years


Mobile Will Exceed Desktop

January

Febru

ary

March April

May

JuneJuly

August

September

October

November

December

January

Febru

ary

March April

May

JuneJuly

August

September

October

November

December

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

We’re just about 2 years away from

mobile taking over desktop percentages

on most sites.


1 2 3 4 5 6 7 8 9 100.0%

5.0%

10.0%

15.0%

20.0%

25.0%

19.3%

11.4%

7.7%

5.2%4.1%

3.3%2.6%2.1%2.0%2.2%

1 2 3 4 5 6 7 8 9 100.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%27.7%

9.2%

3.9% 6.7%4.8% 3.9% 3.1%

2.9% 2.3% 2.8%

Desktop Mobile

Desktop vs. Mobile CTR


WHAT WAS THE IMPACT?Post-Mobilegeddon


How Did Mobile Ranking Change after April 21st?

• We saw only a maximum shift of 6.1% after the mobile change• Gary Illyes of Google said that they saw many sites become mobile-

friendly that were not before the announcement.• Your competitors have changed. Have you?


Winners and Losers - UK

• 75,000 keywords• Measured change between April 18th and

April 25th • Google mobile change was on April 21st

• Measured impact to Top 3 results in Google.co.uk


Who saw Negative results in the UK?

Domain 18-Apr 25-AprChange % Changewww.virginholidays.co.uk 424 0 -424 -100.00%www.thebodyshop.co.uk 96 0 -96 -100.00%www.webmd.com 146 29 -117 -80.10%m.airbnb.co.uk 1,598 524 -1,074 -67.20%www.carphonewarehouse.com 1,891 801 -1,090 -57.60%m.airbnb.com 249 109 -140 -56.20%www.johnlewis.com 2,617 1,570 -1,047 -40.00%www.haven.com 311 217 -94 -30.20% www.pcmag.com 473 359 -114 -24.10%www.voucherbox.co.uk 1,091 942 -149 -13.70%www.next.co.uk 1,026 889 -137 -13.40%www.money.co.uk 1,065 927 -138 -13.00%www.cnet.com 1,605 1,490 -115 -7.20%www.myvouchercodes.co.uk 1,910 1,811 -99 -5.20%www.tripadvisor.co.uk 23,929 23,508 -421 -1.80%


Who saw Positive Results in the UK?

Domain 18-Apr 25-AprChange % Changem.carphonewarehouse.com 0 1,093 1,093 100%www.hgtv.com 1 185 184 18400.00% www.sherwin-williams.com 3 199 196 6533.30%www.loquax.co.uk 19 653 634 3336.80%m.virginholidays.co.uk 46 545 499 1084.80%www.pogo.com 46 308 262 569.60%www.games.com 143 597 454 317.50%www.airbnb.co.uk 1,306 2,451 1,145 87.70%m.johnlewis.com 2,145 3,232 1,087 50.70%itunes.apple.com 914 1,129 215 23.50%www.goodreads.com 1,191 1,448 257 21.60%uk.pinterest.com 1,020 1,217 197 19.30%www.theguardian.com 3,550 3,865 315 8.90%en.m.wikipedia.org 15,314 16,556 1,242 8.10%m.youtube.com 13,033 13,618 585 4.50%

Ranking Switched to Mobile site

m.Airbnb sites migrated to

responsive design


Who saw Negative results in the UK?

Domain 18-Apr 25-AprChange % Changewww.virginholidays.co.uk 424 0 -424 -100.00%www.thebodyshop.co.uk 96 0 -96 -100.00%www.webmd.com 146 29 -117 -80.10%m.airbnb.co.uk 1,598 524 -1,074 -67.20%www.carphonewarehouse.com 1,891 801 -1,090 -57.60%m.airbnb.com 249 109 -140 -56.20%www.johnlewis.com 2,617 1,570 -1,047 -40.00%www.haven.com 311 217 -94 -30.20% www.pcmag.com 473 359 -114 -24.10%www.voucherbox.co.uk 1,091 942 -149 -13.70%www.next.co.uk 1,026 889 -137 -13.40%www.money.co.uk 1,065 927 -138 -13.00%www.cnet.com 1,605 1,490 -115 -7.20%www.myvouchercodes.co.uk 1,910 1,811 -99 -5.20%www.tripadvisor.co.uk 23,929 23,508 -421 -1.80%

Don’t rely on your mobile app exclusively.


1 2 3 4 5 6 7 8 9 100.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

27.7%

9.2%

3.9% 6.7%4.8%

3.9%3.1%

2.9% 2.3% 2.8%

Mobile CTR

Desktop vs. Mobile CTR

If you’re not in Position 1, you might as well be on Page 2 of results


GLOBALIZATION OF GOOGLE SERP CHANGES

How Can You Prepare?


Tap In to the Evolutionary direction of Googlebot

From Binary To Parsing JavaScript


Bots Emulating Human UsersGoogle’s bots and

algorithm are trying to understand words

as concepts with meaning

Simple repetition of keywords and phrases no longer satisfies Google’s relevancy scores

Old saying: “Build your site as if bots and SERPs don’t exist.”

“Build your site for users.”


Be Multi-Screen Friendly

Your site should adapt to whatever screen your user is using:

Desktops

Tablets

PhabletsSmart Phones

Or Bionic Eyes


Mobile will continue to gain Market share

Wearable technology will expand further

Big data will become gargantuan data

Predictive analysis and personalized results will be 10X more pervasive


Strive for Technical ExcellenceFast server and

page-load speeds

Crawlable navigation

No broken links

Server canonicalization

and canonical tags

Use XML Sitemaps

Avoid Microsoft Silverlight or Flash

Use HREFLANG for international sites

Test site using text-based browser, like Lynx


Use Schema Markup to tag Your content

Schema markup helps algorithms

understand content on a page

Currently used schemas include:

• Product• Reviews

• Videos• Offers

This translates into rich snippets in Google and Bing


Create Engaging, appropriate Content

Address your users’ needsMeet your users where they are. Don’t wait for them to come to you.

Inspire

Educate

Elicit an emotional response


Key TakeawaysSmartphones will Overtake are Overtaking

Feature Phones in JapanResponsive and Adaptive Sites Are More

Necessary Than EverThe Key to Successful Mobile SEO is

Technical Excellence


THANK YOU!

Crossfinity Cross Forum 15 - The Importance of Mobile - Keith L. Goode

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