The Mobile SEO Opportunity in 2016 • Nick Wilsdon • Lead SEO, Vodafone Group • @nickwilsdon
22 Country Markets
55 Partner Markets
$43.2 billion Revenue Per Year
446 million mobile customers
93,000 employees
Source: Vodafone Annual Report 2015
Mobile becoming the primary way users go online
Source: Google https://www.consumerbarometer.com
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“I access the internet more often on smartphone than computer”
But few are using mobile devices to purchase
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Which device do you use to make purchases?
Smartphone Tablet Computer
The worrying state of the mobile web
Question: What do you tend to do when you run into problems using a website on a smartphone?
• Continue to use the same site on a smartphone (15%)
• Use the same site but on another device (50%)
• Find another site that works better on a smartphone (24%)
• Call or visit the store (7%)
• Try the same site via a smartphone again at a later time (25%)
There are success stories out there1 in 8 people in the UK have downloaded app
Now 50%+ of orders come through the app
1%
27.5%38.3% 40%
50%
2012 2013 2014 2015 2016
Dominos App Orders
Increased mobile search & reduced friction
1st Pillar: Accelerate…continued
Google AMP Progressive Web Apps (PWA)
Android Instant Apps
AMP Cache
2nd Pillar: Engage
Smart App Banners
App Deep Linking
Google Voice Assistant
20% of US mobile searches are now done by voice
Google Home
3rd Pillar: ConvertCredential Management API
CRO
Forms are completed 25% more when autofill is available
#io16
Web Payments
4th Pillar: Retain
Push Notifications• Push Notifications allow you to connect with users
even when the browser is not running
• Useful for alerting users to changes in dynamic information or e-commerce alerts
• Over 10 billion push notifications are sent every day in Chrome, and it’s growing quickly
• Users who enabled push notifications opened those notifications 38% of the time and recovered carts 9x more often than other users (source: Jumia)
Android Native Solution (NEW)“I am excited to say that the mobile web is open for business”
Rahul Roy-ChowdhuryVP Product Management, Chrome#io16 2016
Summary
The mobile web is broken – performance, UI and SEO
Trends prove that “mobile first” approach is only future-proof option
New techniques to increase mobile performance and conversion
Take practical steps now to build your mobile strategy