Mobile SEO Comparing Approach Response And Risk With Data By Jim Yu
 

Mobile SEO Comparing Approach Response And Risk With Data By Jim Yu

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SMX West 2014 Session #SMX #14C - What Advanced SEOs Should Be Doing About Mobilepresentation Mobile SEO - Comparing Approach, Response And Risk With Data By Jim Yu @Jimyu Of Brightedge ...

SMX West 2014 Session #SMX #14C - What Advanced SEOs Should Be Doing About Mobilepresentation Mobile SEO - Comparing Approach, Response And Risk With Data By Jim Yu @Jimyu Of Brightedge

Read articles about SEO from Jim Yu at http://searchengineland.com

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    Mobile SEO Comparing Approach Response And Risk With Data By Jim Yu Mobile SEO Comparing Approach Response And Risk With Data By Jim Yu Presentation Transcript

    • What Advanced SEOs Should Be Doing About Mobile Comparing Approach, Response & Risk With Data Jim Yu, CEO, BrightEdge SMX Advanced | June 11th 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Mobile Is Outpacing Desktop 10X Source: BrightEdge Data Cube May 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Smartphone Share Of Organic Searches is 23% 0 10 20 30 1/1/2012 2/1/2012 3/1/2012 4/1/2012 5/1/2012 6/1/2012 7/1/2012 8/1/2012 9/1/2012 10/1/2012 11/1/2012 12/1/2012 1/1/2013 2/1/2013 3/1/2013 4/1/2013 5/1/2013 6/1/2013 7/1/2013 8/1/2013 9/1/2013 10/1/2013 11/1/2013 12/1/2013 1/1/2014 2/1/2014 3/1/2014 4/1/2014 Smartphone share of Organic Searches Source: BrightEdge Data Cube May 2014 As of April 2014, Smartphone share of organic searches is 23% and growing over 50% a year
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Ranking Variables Are Becoming More Complex 85% of marketers said measuring rank across mobile devices such as tablets as smartphones would be more or much more important in 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced There is a BIG Difference in Smartphone V Desktop Rank 62% of keywords have different ranks Source: BrightEdge Data Cube May 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced 1. Default: Do Nothing. Smartphone = Desktop - OR - The Different Smartphone Approaches Advanced Mobile SEO Matrix Same URL Different URL Same HTML 4. “Responsive” Duplicate Content Different HTML 3. “Dynamic Serving” 2. “Separate”
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Example of Responsive Approach • Desktop Site “becomes” the Smartphone Site as browser width is shrunk • Both sites are the same HTML & URL Shrinks to www.starbucks.com www.starbucks.com
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Example of Dynamic Approach HTML ≠ www.zillow.com/columbia-sc/ www.zillow.com/columbia-sc/
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Example of Separate Approach www.1800flowers.com/valentinesday m.www.1800flowers.com/valentinesday≠
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced There Is a Slight Difference in Performance Responsive is slightly better at -.51 (less of a rank drop) It is not statistically significant -0.51 -0.57 -0.52 -1 -0.8 -0.6 -0.4 -0.2 0 0.2 Responsive Dynamic Separate Average difference between desktop and mobile ranks
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced So… We Dug Deeper Into The Data Cube “We harnessed the power of the BrightEdge Data Cube, with billions of content and keyword records, to research the performance of different mobile strategies.”
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Different Error Rates by Approach Approach % with Errors Separate 72% Dynamic 30% Responsive negligible We noticed that most of the errors appeared for those with separate mobile websites. Source: BrightEdge Data Cube May 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced The Most Common Errors Error Dynamic Separate No HTTP Vary 82% 41% Wrong Canonical 35% No Canonical 35% Wrong alternate 2% No alternate 61% Disallow Robots on Mobile subdomain robots.txt 16% Redirecting all pages to mobile home page 12% Source: BrightEdge Data Cube May 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Example of No HTTP Vary Usage Without signaling to the search engines that the content varies by “User Agent”, in addition to “Accept-Encoding”, search engines may think a number of possibilities, with the worst case being that there is a cloaking attempt. From m.[redacted-domain].com
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Example of incorrect rel=canonical From m.[redacted-domain].com/page the canonical pointed back to the mobile website. From www.[redacted-domain].com/page the desktop page pointed back to itself. Both canonicals should point back to the same page, regardless of whether it is the mobile or desktop version.
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Example of missing rel=alternate From the same desktop page as the previous slide, a search for “alternate” in the page source, finds no rel=alternate tags
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Example of incorrect robots.txt This is very bad. From m.[redacted-domain].com
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced BrightEdge Data Shows non-compliant sites result in a lower rank by almost 2 positions As Expected, Non-Compliant Sites do not Rank Well Source: BrightEdge Data Cube May 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced This Results in Loss of Mobile Traffic 68% lost Smartphone opportunity Source: BrightEdge Data Cube May 2014
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced What Really Impacts Your Mobile SEO Approach Enterprises need to evaluate the risks of: 1. Misimplementation – Smartphone is only becoming more important. Can you risk losing smartphone share? 2. Ongoing Maintenance – You’ve configured everything correctly but with each website release, the configuration needs to be checked.
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced The Pros & Cons of Each Mobile Approach Responsive Dynamic Separate Speed (-) Unneeded or large assets + (-) Redirects Content Maintenance + (-) Multiple sets (-) Multiple sets Compliance + (-) HTTP Vary (-) Vary & rel canonical /alternate Link Dilution + + If not compliant
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Takeaways
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced For the Responsive approach, BrightEdge recommends… Making sure to implement conditional loading correctly for fast page load times. 1. Reduce the number of asset files to download 2. Reduce the file size of large image or video asset files SmartphoneDesktop
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced For the Dynamic approach, BrightEdge recommends the following 1. Ensure your site is not perceived to be cloaking. The proper way to signal different content for different user agents is to use “User Agent” in the HTTP Vary header. 2. Remember to optimize your mobile content for on page Factors, just as you did for Desktop SEO.
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced For the Separate approach, BrightEdge recommends the following checklist 1. Ensure your site is compliant with HTTP Vary because search engines will wonder why you are taking smartphone users to a different URL 2. Let the search engines know how to combine link equity. 1. Ensure that rel=canonical is used correctly: full subdomain and domain on the canonical URL. The canonical URL shouldn’t redirect. 2. Ensure that rel=alternate is used correctly and for each known variation of the canonical page. 3. Allow search engines to crawl the alternate pages in robots.txt
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Summary • Smartphone Share Of Voice is 23% and growing by 50% a year • Mobile is outpacing desktop 10X • 62% of keywords have different rank • Ranking variables are becoming more complex • There is a slight difference in Rank via Mobile approach • Risk and compliance are the big factors that impact mobile approach • Incorrect configuration can result in up 68% lost Smartphone opportunity
    • SMX Advanced Seattle | June 11 – 12, 2014 #SMXAdvanced Thank You! 8,500 brands, 750+ customers 150+ years SEO experience The Trusted Leader in Enterprise SEO Offices in CA, NYC, Chicago, London Jim Yu, CEO BrightEdge |Email: jim@brightedge.com |Twitter @brightedge