Second screen search: how mobile SEO became the only SEO

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Mobile search has overtaken desktop on Google. Users spend twice as much time with smartphones than laptops. Smartphones are our second screens...but desktop isn't our first.

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  • TV…not PC
  • Yahoo! and Bing used by 78% as many people as Google
  • Mobile phones couldn’t use the web *at all* until a year after Google launched.
  • UK population 64.1m
  • 77% of mobile searches are conducted in a place where there’s probably a computer
  • Probably sat at home when searching
  • Mobile: 114,050
    Desktop: 104,595
    Tablet: 19,702
  • 20k conversions over the last year
  • Top 10 results for 15,235 search queries
  • Although mobile traffic appears to be increasing for all traffic sources, this is not the case with Google organic only traffic. This is increasing at a much slower rate.

    Desktop traffic in Google organic is remaining relatively level compared to all other sources where desktop is declining.
  • 1,000 search terms
    40% (496,000) mobile
    Desktop (455,000)
  • 50% of that is just Facebook.
  • 10% of Facebook’s ad revenue is on app install ads
  • 220,000 apps in the iOS app store have names that are too long
    Apple doesn’t truncate, it removes
    25% of game apps have names that are too long
  • Second screen search: how mobile SEO became the only SEO

    1. 1. @stekenwright Second-screen search Stephen Kenwright @stekenwright
    2. 2. @stekenwright “I want to be buried with a mobile phone, just in case I’m not dead.” Amanda Holden Tom Dymond/SYCO/THAMES TV/PA Wire
    3. 3. @stekenwright TV…not PC
    4. 4. @stekenwright Percentage of search engine users searching on mobile March 2016 Google 50% Bing 26% Source: Ofcom
    5. 5. @stekenwright 39.3 21.3 13.0 35.2 18.7 11.7 19.5 5.6 2.8 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 Google Bing Yahoo! Total audience Desktop audience Mobile audience Audience of search engines (millions) March 2016 Source: comScore
    6. 6. @stekenwright A (brief) history of Google and mobile Apple launches the iPhone 2007 2010 Responsive Web Design Google launches 1998 Google launches its first Android 2009 2015 Mobile search overtakes desktop Google pays $1bn to be iPhone search default 2014
    7. 7. @stekenwright The iPhone predates Responsive Web Design by at least 3 years
    8. 8. @stekenwright “Get your content to go anywhere, because it’s going to go everywhere.” Brad Frost Don Clark / Brand New
    9. 9. @stekenwright Google, Apple, Adobe and Microsoft collaborating on variable fonts FastCo Design / Erik van Blokland
    10. 10. @stekenwright Use Resizer to see your content on different screen sizes design.google.com/resizer
    11. 11. @stekenwright
    12. 12. @stekenwright 90% of users start a task on one device and complete it on another Source: Google / LukeW
    13. 13. @stekenwright Mobile app 50% Mobile browser 7% Tablet app 9% Tablet browser 2% Desktop 32% Share of total digital time spent July 2016 Source: comScore
    14. 14. @stekenwright 70.0 61.2 63.2 47.9 40.2 79.0 68.9 60.4 52.2 48.7 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 18-24 25-34 35-44 45-54 55+ Male Female Average time online on a smartphone Hours in March 2016 Source: Ofcom
    15. 15. @stekenwright 29.3 46.3 44.3 38.0 31.5 25.6 30.4 35.5 34.2 28.4 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 15-24 25-34 35-44 45-54 55+ Male Female Average time online on a laptop/desktop Hours in March 2016 Source: Ofcom
    16. 16. @stekenwright Proportion of UK adults with a smartphone Q1 2014 61% Q1 2016 71% Source: Ofcom
    17. 17. @stekenwright Number of 4G subscriptions Q4 2013 2.7m Source: Ofcom Q4 2014 23.6m Q4 2015 39.5m
    18. 18. @stekenwright A (brief) history of Google and site speed 2010 Page speed becomes desktop ranking factor Google launches 1998 2016-17 Mobile page-speed part of mobile-friendly 5G expected in UK 2020 4G available in UK 2013 PageSpeed Insights 2011 AMP 2016
    19. 19. @stekenwrightSource: BuiltWith AMP adoption
    20. 20. @stekenwright Mobile-friendly? Or AMP?
    21. 21. @stekenwright Both at home and outside 66% Mainly at home 16% Only at home 8% Only out of home 1% Mainly out of home 9% Where do you use the internet on your phone? Source: Ofcom
    22. 22. @stekenwright At home 68% At work 9% On the go 17% In store 2% Other 4% Where are you when you search on your mobile? Source: Think with Google
    23. 23. @stekenwright 3% 2% 7% 13% 17% 19% 18% 22% 0% 5% 10% 15% 20% 25% Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight When do mobile searches occur? Source: Think with Google
    24. 24. @stekenwright 36.1% used their smartphone while watching TV Source: comScore
    25. 25. @stekenwright 8.6% research products or services advertised on TV programme Source: comScore
    26. 26. @stekenwrightSource: Think with Google Still looking for information…not a checkout process.
    27. 27. @stekenwright
    28. 28. @stekenwright Mobile 48% Desktop 44% Tablet 8% Device split for a spread betting site
    29. 29. @stekenwright Conversion rate Lead gen website Mobile 6.79% Desktop 4.30% Tablet 4.57%
    30. 30. @stekenwright 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 1 2 3 4 5 6 7 8 9 10 Mobile click through rate Industry average: September 2016
    31. 31. @stekenwright 1 2 3 4 5 6 7 8 9 10 Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% Finance 20.32% 18.56% 8.86% 6.59% 4.91% 2.21% 1.92% 1.48% 1.33% 0.94% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mobile click through rate in finance vs. average mobile CTR
    32. 32. @stekenwright 1 2 3 4 5 6 7 8 9 10 Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% iGaming 21.44% 7.48% 6.74% 4.03% 3.72% 2.52% 1.69% 1.70% 1.05% 1.13% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mobile click through rate in iGaming vs. average mobile CTR
    33. 33. @stekenwright
    34. 34. @stekenwright 1 2 3 4 5 6 7 8 9 10 Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% Travel 21.13% 13.45% 10.30% 5.62% 4.36% 3.19% 2.03% 1.59% 1.56% 1.46% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mobile click through rate in travel vs. average mobile CTR
    35. 35. @stekenwright More branded3.com/blog/mobile-ctr
    36. 36. @stekenwright 1 2 3 4 5 6 7 8 9 10 September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Mobile click through rate Before/after May 2016 mobile-friendly update: September vs. April 2016
    37. 37. @stekenwrightSource: Merkle Traffic from 4th text ad June/July 2016
    38. 38. @stekenwright 85% of all pages in the mobile search results meet mobile-friendly criteria Source: Google
    39. 39. @stekenwright Mobile-friendly 63% Not mobile- friendly 37% April 17th 2015 Percentage of mobile-friendly URLs in top 10 results Mobile-friendly 64% Not mobile- friendly 36% May 18th 2015 source: Stone Temple
    40. 40. @stekenwright Traffic trends Client example Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
    41. 41. @stekenwright Mobile rate of growth Client example 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
    42. 42. @stekenwright Mobile 40% Tablet 23% Desktop 37% Search volume by device Search volume vs. actual traffic Client example Mobile 14% Tablet 36% Desktop 50% Organic data sources
    43. 43. @stekenwright Ranking position Client example: mobile vs. desktop -9000 -8000 -7000 -6000 -5000 -4000 -3000 -2000 -1000 0 1000
    44. 44. @stekenwright Mobile vs. desktop visibility Compare using SISTRIX
    45. 45. @stekenwright 20% of iOS mobile web traffic over the past two years came from in-app browsers. Source: LukeW
    46. 46. @stekenwright 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% Friends, family and colleagues Browse the app store Search engines Company website TV Sources of awareness of smartphone apps Source: Think with Google 2015
    47. 47. @stekenwright 38.00% 40.00% 42.00% 44.00% 46.00% 48.00% 50.00% 52.00% Search ads Social ads Banner/graphical ads in apps Banner/graphical ads in websites Video ads Types of ads driving app downloads Source: Think with Google 2015
    48. 48. @stekenwright
    49. 49. @stekenwright
    50. 50. @stekenwright Spend on app install ads 2015 Total ad spend $3b Spend on Facebook $1.7bn+ Source: Recode / Emarketer
    51. 51. @stekenwright 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% Price Description Reviews Ratings Free trial Important factors when deciding to download an app Source: Think with Google 2015 Mostly app store factors – ads alone are not enough.
    52. 52. @stekenwright App store ranking factors Ranking Factors Android iOS Title Short Description Long Description Keywords Images Publisher Updates
    53. 53. @stekenwright Under 50 characters 89% Over 50 characters 11% Length of app names Source: blog.appfigures.com Apple is removing apps with 50 character+ names
    54. 54. @stekenwright Use AppLaunchpad to build screenshots for free theapplaunchpad.com
    55. 55. @stekenwright Turn your responsive site into a mobile app “PhoneGap is the original and most popular distribution of Apache Cordova. Turn your HTML, CSS and JavaScript into an app on your device in minutes using our simple desktop and developer apps.” PhoneGap → phonegap.com More distributions → cordova.apache.org
    56. 56. @stekenwright Download branded3.com/blog/app-store-optimisation-checklist
    57. 57. @stekenwright 1 in 4 installed smartphone apps are never used Source: Think with Google 2015
    58. 58. @stekenwright “Money spent developing a pretty but limited iPhone app only benefits […] the few, but money spent on the website UI would have benefitted everyone.” Gary Marshall Credit: Anna Dahlström / clement127
    59. 59. @stekenwright Thanks stephen.Kenwright@branded3.com @stekenwright

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