GETTING MOBILE
SEO RIGHT
#
Bryson Meunier
Resolution Media
@BrysonMeunier
#SMX #14C
October 1, 2013
#
DOES GOOGLE REALLY CARE?
2
TWO METAPHORS FOR MOBILE CHANGE
3
TWO METAPHORS FOR MOBILE CHANGE
4
5
RKG: 1 IN 4 GOOGLE SEARCHES IS MOBILE
6
MOBILE INTERNET USAGE DOUBLING EVERY YEAR
7
8
GOOGLE: MOBILE = 40% OF SEARCHES IN INDIA (2011)
• “Mobile search is definitely going to surpass desktop search. The lines will pass, and I
think they’ll pass before anyon...
Source: http://www.biakelsey.com/company/press-releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Searc...
MULTISCREEN USER IS HERE.
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
11
MULTISCREEN USER IS HERE.
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
12
QUERIES ARE (OFTEN) DIFFERENT
13
NEW WAYS TO ENGAGE
14
MARKETERS ARE RECOGNIZING MOBILE SEO
15
SEARCH RESULTS ARE DIFFERENT
16
2012: GOOGLE SMARTPHONE SEARCH LARGELY UNUSABLE
17
Full study at http://resolutionmedia.com/us/white-papers/rank-higher-in...
NEW GUIDELINES IN 2013
• No App Interstitials
• No Faulty Redirects
• Redirects to Homepage
• Smartphone-only 404s
• No Un...
“To improve the search experience for smartphone users and address their pain
points, we plan to roll out several ranking ...
NEAR FUTURE?
Smartphone only
404
App interstitial
Redirects to homepage
Unplayable videosSlow loading
20
Smartphone only 404
21
• Brand pages not
available in mobile
• Multiple brand
queries lead to three
smartphone only error
...
Smartphone only 404
22
urls
Redirects to homepage
23
• All queries to
Indianapolis TV
channel appear to
redirect to
homepage
• Each passes throug...
Redirects to homepage
24
App interstitial
25
• App interstitial
appears when user
agent is detected
• Message is specific to
operating system
App interstitial
26
Slow loading
27
• Site home page
takes more than 10
seconds to load on
3g connection
• Received 47/100 for
Mobile and 30/1...
Slow loading
28
Unplayable videos
29
• Most videos on
tv.yahoo.com are not
playable on
smartphones
• Either displays plugin
not supported ...
Unplayable videos
30
SMARTPHONE SITES WITH MISCONFIGURATION ERRORS WIN
31
Net rankings impact for
smartphone queries
PRELIMINARY TAKEAWAYS
• Google doesn’t appear to be penalizing for these smartphone
misconfigurations yet
• Fix all of the...
GOOGLE MISCONFIGURATIONS
33
App interstitials Unplayable videos
LONG ROAD TO GOOGLE MOBILE SEARCH QUALITY
34
App downloads for multiple platforms when
I can only be on one phone
Useless ...
Bryson Meunier
Director, SEO Strategy
Resolution Media
bmeunier@resolutionmedia.com
http://www.brysonmeunier.com
http://ww...
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
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Why Getting Mobile SEO Rght Matters by Bryson Meunier

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From SMX East 2013 / SearchMarketingExpo.com - Getting Mobile SEO Right Because Now Google Really Cars by @BrysonMeunier - #SMX #14C

Slide deck from Bryson Meunier of Resolution Media on the latest trends in mobile usage stats, best practices for mobile SEO - search engine optimization for mobile search engine results.

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Why Getting Mobile SEO Rght Matters by Bryson Meunier

  1. 1. GETTING MOBILE SEO RIGHT # Bryson Meunier Resolution Media @BrysonMeunier #SMX #14C October 1, 2013 #
  2. 2. DOES GOOGLE REALLY CARE? 2
  3. 3. TWO METAPHORS FOR MOBILE CHANGE 3
  4. 4. TWO METAPHORS FOR MOBILE CHANGE 4
  5. 5. 5
  6. 6. RKG: 1 IN 4 GOOGLE SEARCHES IS MOBILE 6
  7. 7. MOBILE INTERNET USAGE DOUBLING EVERY YEAR 7
  8. 8. 8 GOOGLE: MOBILE = 40% OF SEARCHES IN INDIA (2011)
  9. 9. • “Mobile search is definitely going to surpass desktop search. The lines will pass, and I think they’ll pass before anyone thought they would.” – Scott B. Huffman, Google Engineering Director who leads the search evaluation team and works on mobile search Source: http://www.nytimes.com/2011/04/25/technology/25mobile.html GOOGLE: MOBILE SEARCH WILL BE BIGGER THAN DESKTOP 9
  10. 10. Source: http://www.biakelsey.com/company/press-releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp KELSEY GROUP: MOBILE SEARCH WILL BE BIGGER THAN DESKTOP IN 2015 10
  11. 11. MULTISCREEN USER IS HERE. Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html 11
  12. 12. MULTISCREEN USER IS HERE. Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html 12
  13. 13. QUERIES ARE (OFTEN) DIFFERENT 13
  14. 14. NEW WAYS TO ENGAGE 14
  15. 15. MARKETERS ARE RECOGNIZING MOBILE SEO 15
  16. 16. SEARCH RESULTS ARE DIFFERENT 16
  17. 17. 2012: GOOGLE SMARTPHONE SEARCH LARGELY UNUSABLE 17 Full study at http://resolutionmedia.com/us/white-papers/rank-higher-in-google-mobile-search/
  18. 18. NEW GUIDELINES IN 2013 • No App Interstitials • No Faulty Redirects • Redirects to Homepage • Smartphone-only 404s • No Unplayable Videos • No Slow-loading Pages 18
  19. 19. “To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.” http://googlewebmastercentral.blogspot.com/2013/06/changes-in-rankings-of- smartphone_11.html 19
  20. 20. NEAR FUTURE? Smartphone only 404 App interstitial Redirects to homepage Unplayable videosSlow loading 20
  21. 21. Smartphone only 404 21 • Brand pages not available in mobile • Multiple brand queries lead to three smartphone only error pages • Error pages are indexed
  22. 22. Smartphone only 404 22
  23. 23. urls Redirects to homepage 23 • All queries to Indianapolis TV channel appear to redirect to homepage • Each passes through /redirect/index.php before sending searcher to homepage
  24. 24. Redirects to homepage 24
  25. 25. App interstitial 25 • App interstitial appears when user agent is detected • Message is specific to operating system
  26. 26. App interstitial 26
  27. 27. Slow loading 27 • Site home page takes more than 10 seconds to load on 3g connection • Received 47/100 for Mobile and 30/100 for Desktop in Google’s PageSpeed Insights tool: http://developers.google.com/spee d/pagespeed/insights/?url=m.thestar .com
  28. 28. Slow loading 28
  29. 29. Unplayable videos 29 • Most videos on tv.yahoo.com are not playable on smartphones • Either displays plugin not supported or “not available in the browser on mobile devices” error message
  30. 30. Unplayable videos 30
  31. 31. SMARTPHONE SITES WITH MISCONFIGURATION ERRORS WIN 31 Net rankings impact for smartphone queries
  32. 32. PRELIMINARY TAKEAWAYS • Google doesn’t appear to be penalizing for these smartphone misconfigurations yet • Fix all of them if you can in good time • If app interstitials are profitable, your ranking will not suffer today from leaving them up • Mobile searcher experience will be important in the future, though not necessarily today 32
  33. 33. GOOGLE MISCONFIGURATIONS 33 App interstitials Unplayable videos
  34. 34. LONG ROAD TO GOOGLE MOBILE SEARCH QUALITY 34 App downloads for multiple platforms when I can only be on one phone Useless content like printable coupons or QR codes on mobile sites Games or other content that don’t work on mobile devices
  35. 35. Bryson Meunier Director, SEO Strategy Resolution Media bmeunier@resolutionmedia.com http://www.brysonmeunier.com http://www.resolutionmedia.com @brysonmeunier +Bryson Meunier Scan to visit m.brysonmeunier.com THANK YOU!
  36. 36. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 3
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