SMX London 2014
Mobile Search Best Practices
Search Powers Apps
2
0 20,000 40,000 60,000 80,000 100,000
*Apple Maps
Yahoo Stocks
Apple App Suite
*Google Maps
Gmail
Pan...
3
Search Experience Optimization
• Experiential Content
• Design for Emotion
• Technical Compliance
Mobile is the Strategy
4
 mad men
 whiskey
 old fashioned
Mobile Search Data and SERP Analysis
Identify In-Demand Content:
• Understand your aud...
Site Experience
6
Mobile User Experience
• Embrace mobile design constraints
• Optimize for PageSpeed
• Focus on goals and the path of least...
Design for Conversion
Make it easy and fun for users to create content
and complete tasks:
• Minimize requirements
• Use H...
Supported Mobile Configurations
DYNAMIC SERVING
Different HTML on the same URL based on user agent
SEPARATE MOBILE URLS
Se...
Dynamic Serving
JavaScript agent detection generates different HTML on one URL:
– Most difficult for Google to interpret
–...
Separate Mobile Site
Hosts a mobile version of each page on a subdomain (m.example.com)
– Fastest of the three configurati...
Separate Mobile URLs Done Correctly
12
• A desktop search returns the
desktop page
• A mobile search returns the
correspon...
Responsive Web Design
• Responsive web design is the recommended configuration:
– Avoids the complicated setup of a separa...
Selecting the Right Configuration
The primary drawback to responsive web design is load time:
– RWD is the future, but is ...
Mobile First Social Search Networks
Mobile first social networks are surging:
• Camera content is driving traffic and enga...
Prepare for Google Now
Next generation search minimizes the need for search queries:
• Improved support for natural langua...
17
18
GLOBAL SMARTPHONE PENETRATION
0 50 100 150 200 250 300
Spain
France
Italy
UK
Germany
Japan
USA
With Smartphones Without...
19
MOBILE IS DAILY LIFE
use their smartphone to visit
a social network every day 53%
Source: Google Our Mobile Planet: Uni...
20
17%
ON-THE-GO
MOBILE NEVER SLEEPS
A mobile user is more likely to be at home than on the go!
68%
ATHOME
2%
INASTORE
9%
...
21
MOBILE IS ROUTINE
Source: ComScore 2014 U.S. Digital Future in Focus
22
MOBILE CLOSES THE DEAL
Source: Google – Creating Moments that Matter
of mobile searches result in
conversions 28%
of mo...
SEPARATE MOBILE URL CHECKLIST
23
Requirement Details
Sitemap Alternate: Alternate URL appears in sitemap
Page Alternate: A...
CITED AND ADDITIONAL RESOURCES
Google
• Mobile Search Moments Study: http://goo.gl/X6Gg7u
• Mobile Path to Purchase: Five ...
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SMX London 2014 - Best Practices for Mobile SEO - Shawn Dragann

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A successful mobile search campaign has two critical components, technical compliance and contextual efficiency.

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  • Content, data and design
  • Smartphone video consumption increased 38% in 2013
  • Slower than other configurations since it uses client-side redirection and JavaScript to alter the markup

    Google compliance guidelines require the Vary HTTP header
    Ensure ISP caching doesn’t serve the wrong version
    Helps Google discover the mobile optimized content
  • 47% of the top US sites use the separate mobile config., these sites weigh 55% less than the average responsive site.

    Separate sites have segmented source code, separate URLs and require redirects. This creates additional setup and maintenance as well as a slower and more error prone user experience.

    Hosting on a subdomain is recommended over the folder structure.
  • Twitter = 86%
    Facebook = 68%
    Snapchat = 100%
  • Siri, Google Now and Bing’s Cortana
  • “Smartphones are becoming the ultimate shopping companion” –Google

    Since users have their smartphones with them at all times, they can create content whenever they feel the urge.
  • SMX London 2014 - Best Practices for Mobile SEO - Shawn Dragann

    1. 1. SMX London 2014 Mobile Search Best Practices
    2. 2. Search Powers Apps 2 0 20,000 40,000 60,000 80,000 100,000 *Apple Maps Yahoo Stocks Apple App Suite *Google Maps Gmail Pandora Radio *YouTube *Google Search *Google Play Facebook Avg. Monthly Smartphone Visitors Source: ComScore 2014 U.S. Digital Future in Focus Search 48% Other 52% Search Apps vs. Other 86% of time on iOS and Android devices is spent on apps
    3. 3. 3 Search Experience Optimization • Experiential Content • Design for Emotion • Technical Compliance
    4. 4. Mobile is the Strategy 4
    5. 5.  mad men  whiskey  old fashioned Mobile Search Data and SERP Analysis Identify In-Demand Content: • Understand your audience personas • Audit social search results for in-demand media 5 Source: Google Trends Mobile 45% Tablets 12% Laptops 43% Searches by Devices old fashioned
    6. 6. Site Experience 6
    7. 7. Mobile User Experience • Embrace mobile design constraints • Optimize for PageSpeed • Focus on goals and the path of least resistance 7 Mobile friendly video content. Properly sized tap targets. Legible font sizes.Small screen sizes and slow connections. Source: Google PageSpeed Insights
    8. 8. Design for Conversion Make it easy and fun for users to create content and complete tasks: • Minimize requirements • Use HTML5 input elements if possible • Use autocomplete, autocapitalize, autocorrect • Show completion progress where applicable • Implement client-side validation • Use top-aligned and/or in-field labels • Test forms on iOS and Android devices • Test form designs with keyboard in view • Favor new content input methods – camera, mic, location 8
    9. 9. Supported Mobile Configurations DYNAMIC SERVING Different HTML on the same URL based on user agent SEPARATE MOBILE URLS Separate mobile website best hosted on a subdomain RESPONSIVE WEB DESIGN (recommended) CSS drives the experience mostly based on screen size 9
    10. 10. Dynamic Serving JavaScript agent detection generates different HTML on one URL: – Most difficult for Google to interpret – Slower than other configurations – Requires Vary: User-Agent in HTTP header 10 GET /page-1 HTTP/1.1 Host: www.example.com (...rest of HTTP request headers...) HTTP/1.1 200 OK Content-Type: text/html Vary: User-Agent Content-Length: 5710 (... rest of HTTP response headers...)
    11. 11. Separate Mobile Site Hosts a mobile version of each page on a subdomain (m.example.com) – Fastest of the three configurations – Most complex setup, most maintenance, and most prone to error – Not a solution for large screens 11
    12. 12. Separate Mobile URLs Done Correctly 12 • A desktop search returns the desktop page • A mobile search returns the corresponding mobile page
    13. 13. Responsive Web Design • Responsive web design is the recommended configuration: – Avoids the complicated setup of a separate mobile site – Consolidates all experiences to one URL – More future-ready as new devices become mainstream 13
    14. 14. Selecting the Right Configuration The primary drawback to responsive web design is load time: – RWD is the future, but is currently slow and not feature-phone compliant – A separate mobile site is the fastest and most tailored mobile experience – The future of RWD includes adaptive content and dynamic properties 14 2.81 13.55 11.64 0 5 10 15 Separate Mobile Site RWD Desktop Average Load Time in Seconds Source: High Performance Responsive Design By Tom Barker – O'Reilly Media
    15. 15. Mobile First Social Search Networks Mobile first social networks are surging: • Camera content is driving traffic and engagement • Emerging networks have virtually no laptop traffic 15 Source: ComScore 2014 U.S. Digital Future in Focus 99% PINTEREST 98% INSTAGRAM 99% VINE 86% TWITTER
    16. 16. Prepare for Google Now Next generation search minimizes the need for search queries: • Improved support for natural language and question answering • Improved context and location awareness • Increased personalization around user personas 16
    17. 17. 17
    18. 18. 18 GLOBAL SMARTPHONE PENETRATION 0 50 100 150 200 250 300 Spain France Italy UK Germany Japan USA With Smartphones Without Smartphones Source: ComScore MobiLens, 3 month average ending July 2013. Figures in millions. 74% 59% 59% 70% 59% 36% 60%
    19. 19. 19 MOBILE IS DAILY LIFE use their smartphone to visit a social network every day 53% Source: Google Our Mobile Planet: United Kingdom May 2013 – http://goo.gl/7HpOII search on their smartphone every day54%
    20. 20. 20 17% ON-THE-GO MOBILE NEVER SLEEPS A mobile user is more likely to be at home than on the go! 68% ATHOME 2% INASTORE 9% ATWORK Source: Google – Creating Moments that Matter
    21. 21. 21 MOBILE IS ROUTINE Source: ComScore 2014 U.S. Digital Future in Focus
    22. 22. 22 MOBILE CLOSES THE DEAL Source: Google – Creating Moments that Matter of mobile searches result in conversions 28% of mobile searches trigger additional action and conversions 73%
    23. 23. SEPARATE MOBILE URL CHECKLIST 23 Requirement Details Sitemap Alternate: Alternate URL appears in sitemap Page Alternate: Alternate URL appears on page via rel=“alternate” tag Alternates Match: Alternate URLs in sitemap and on page must match exactly Canonical Match: Mobile canonical URL must match desktop canonical and sitemap URL Mobile Page Web Response: The mobile page should return a 302 redirect to web users Mobile Page Web Vary: Use Vary: User-Agent in the HTTP header Mobile Page Smartphone Response: The mobile page should return a 200 status code to smartphone users Mobile Page Smartphone Vary: Use Vary: User-Agent in the HTTP header Mobile Page Mobile Response: The mobile page should return a 200 status code to feature phone users Mobile Page Mobile Vary: Use Vary: User-Agent in the HTTP header Desktop Page Web Response: The desktop page should return a 200 status code to web users Desktop Page Web Vary: Use Vary: User-Agent in the HTTP header Desktop Page Smartphone Response: The desktop page should return a 302 redirect to smartphone users Desktop Page Smartphone Vary: Use Vary: User-Agent in the HTTP header Desktop Page Mobile Response: The desktop page should return a 302 redirect to feature phone users Desktop Page Mobile Vary: Use Vary: User-Agent in the HTTP header Source: http://goo.gl/ytqD55
    24. 24. CITED AND ADDITIONAL RESOURCES Google • Mobile Search Moments Study: http://goo.gl/X6Gg7u • Mobile Path to Purchase: Five Key Findings: http://goo.gl/yT4XDH • Building Smartphone-Optimized Websites: http://goo.gl/o0pOFS • Our Mobile Planet: http://goo.gl/yTGIkY Other • Developing Web Content for Safari: http://goo.gl/RFTh9M • Organizing Mobile: http://goo.gl/rIEuyR • Google Lays Out It’s Mobile User Experience Strategy: http://goo.gl/WatWwS • 2014 U.S. Digital Future in Focus: http://goo.gl/KWGVM1 24

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