The Digital Marketing Show 2013: Discovering & optimising mobile opportunities - Joe Griffiths


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Branded3's Digital Account Manager - Joe Griffiths - speaking at 2013's Digital Marketing Show in London.

This session will help you understand how to identify mobile opportunities and best practices for capitalising on them. We will also review the most common approaches to optimising your website for mobile, the pros and cons and new signals Google will be rolling out to evaluate your mobile web presence.

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The Digital Marketing Show 2013: Discovering & optimising mobile opportunities - Joe Griffiths

  1. 1. Discovering and optimising mobile opportunities Joseph Griffiths – Digital Account Manager
  2. 2. Apologies ≠
  3. 3. Mobile Search
  4. 4.
  5. 5.
  6. 6. Mobile is Growing £1m/month from a mobile site
  7. 7. How does mobile search work?
  8. 8. How does Google index & rank mobile sites? When you search Google using a mobile phone you are searching the exact same index as you would on a desktop Usually Google sends mobile visitors directly to the mobile version so they don’t need to be redirected Mobile user experience & other factors will determine the rankings of the domain to mobile searchers independently from desktop searchers Currently there isn’t a huge difference in the search results, but there will be in future.
  9. 9. Opportunity Analysis
  10. 10. Always start with analytics Analyse your desktop visitors against your mobile visitors How are you being affected by not optimising your mobile experience? What are the glaring differences between user experiences?
  11. 11. Engagement metric disparities 6.33% higher bounce rate 1.46 fewer pages per visit 1.48 seconds lower average visit duration Results in a loss of trust and, ultimately, REVENUE
  12. 12. Do efforts need to be focused? What are the biggest problem areas? Delve into content metrics in analytics. Which pages are seeing the highest bounce rate? This example shows a booking process 30% higher bounce rate
  13. 13. Content opportunities Having your buying guides available on mobile is very important
  14. 14. Webmaster Tools What are your current mobile queries?
  15. 15. Do you have physical locations? Are you optimised for local SEO? Local optimisation is critical to mobile performance if you have physical premises Do you have a Google+ business profile?
  16. 16. Store locators are very important
  17. 17. Store finders
  18. 18. Optimising Your Mobile Offering
  19. 19. You have 3 options… Fully responsive Dynamically served HTML & CSS Mobile version
  20. 20. It will massively effect your performance +100% MOBILE CONVERSION +51% MOBILE CONVERSION +20% CLICK THROUGH RATE +28% TRAFFIC INCREASE
  21. 21. Responsive design Responsive design is a flexible design that automatically resizes itself depending on the size of the device being used. One site for every screen. This is Google's recommended configuration.
  22. 22. Responsive pros and cons Pros Cons Once implemented, compatible with all current and future devices – no maintenance costs Expensive to implement as it may require a site redesign No duplication issues Google friendly as it saves them crawling your site multiple times User Experience is limited to design
  23. 23. Dynamically served HTML & CSS This approach serves different CSS mark-up or content to a user depending on their device A user detect agent will determine which code to be shown A huge benefit of this is that you can tailor not just design, but content, depending on the device In essence, there is multiple HTML/CSS mark-up on each page that shows to different users based on their device
  24. 24. Dynamic pros and cons Pros Cons Content can be differentiated as well as design Costly to maintain as new pages need to be coded multiple times Customisation of the user journey Technically the most complex of the three options, leaving you more open to doing something wrong No duplication issues
  25. 25. Mobile version (separate URL’s) Using this approach, each desktop URL has an equivalent mobile optimised URL This is usually done in the following way: When a user lands on the desktop version from a mobile device, the website detects this and redirects them to the appropriate page on the site
  26. 26. Mobile version pros and cons Pros Cons Easier and cheaper to implement Potential duplication issues Content can be differentiated as well as design Indexing is more complex so content will take longer to be indexed Customisation of the user journey Risk of penalisation if redirects aren’t properly implemented
  27. 27. Which to choose Just because Google like responsive design doesn’t mean that this is the best option for your business In a lot of cases it is, but you should focus on your customers, what experience are they demanding? Does a mobile users journey differ from a desktop users journey? This all needs to be researched before making a decision on this
  28. 28. How? There are easy ways to go mobile
  29. 29. Each require very specific and different methods of technical implementation. Getting it wrong could put you in the firing line for all sorts of issues.
  30. 30. Google have issued clear recommendations on what it expects to see from mobile optimised websites
  31. 31. Redirects Redirects are a necessary evil with mobile sites, but it is astounding how many people get this wrong Under no circumstances should you blanket redirect mobile users to your homepage – you will lose trust and Google will penalise your mobile site Have a comprehensive 301 redirect map in place before the mobile version goes live
  32. 32. Site speed Remember that mobile users are often visiting to your site through a 3G connection If your site has a slow load time then it increases the chances of that user returning to search Use Googles PageSpeed Insights tool to identify and fix issues agespeed/insights/
  33. 33. Mobile web crawler If you have a mobile site then Google needs to be able to crawl this and see that it exists In order to do this, Google has a specific crawler for mobile devices This needs to be allowed to crawl the site in your robots.txt If you do not allow this, or inadvertantly block it, Google will not know your mobile site exists Source:
  34. 34. Mobile only errors Do not redirect mobile users to a mobile page that does not exist, in this instance just send them to the desktop site iPhones and some Android devices can’t play flash, try to avoid using this on any mobile optimised pages – Google track this signal and actively do not show results that contain flash to mobile users
  35. 35. Analytics monitoring Once a mobile offering has been implemented, user engagement through mobile needs to be tracked How has the implementation affected engagement? Are users dropping off anywhere on their user journey? Always be improving your experience
  36. 36. How can you use design to improve your SEO?
  37. 37. How long do you have to engage a user? 3.8 seconds Jacob Nielson –
  38. 38. Your design 3.8 seconds to establish… • • Relevance Are you right for me? Have you answered my question? • • Trust Do you look credible? Can I trust you with my money?
  39. 39. Or else… The user returned to search. You did not satisfy their objectives.
  40. 40. Return to Search You have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query If they go back to Google that’s a negative signal
  41. 41. Google – Present and Future
  42. 42. The current landscape Google will penalise mobile results if you do not give the user a good experience Currently this is limited to faulty redirects and smartphone only errors Source:
  43. 43. Google expects “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs.” Matt Cutts If you deliver a great user experience through desktop, Google expects parity with mobile and desktop experiences If you do not deliver this, Google may penalise the site in mobile search results
  44. 44. Tomorrows Landscape A very different set of SERP’s for mobile and desktop dependent on mobile experience Site speed will become a ranking factor for mobile SERP’s – keep on top of this UX, UX, UX Apps being indexing in Google and appearing in mobile searches (Google KitKat) - "view in app" buttons in search results.
  45. 45. Thank You @B3Joseph