Search on Mobile - Mobile Copenhagen 2012

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A quick look into how to make the most out of mobile search.

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Search on Mobile - Mobile Copenhagen 2012

  1. 1. Search on Mobile John Arne Sæterås Twitter: @jonarnes Head of innovation at Mobiletech
  2. 2. Setting the sceneHow big is mobile search today?
  3. 3. Depending on the source,search from mobile devices willsurpass desktop search between 2014 and 2016
  4. 4. Desktop searchdeclines for the first time ever! http://news.cnet.com/8301-1023_3-57530726-93/as-mobile-rises-desktop-search-declines-for-the-first-time/
  5. 5. Almost 50% use search on mobile daily (Desktop search is about 70%) http://www.flickr.com/photos/leehaywood/4287913840/sizes/l/in/photostream/
  6. 6. Nearly 50% of olympics-relatedsearches came from mobile devices http://googlemobileads.blogspot.no/2012/08/going-for-mobile-gold-10x-increase-in.html
  7. 7. 1st, Where is the volume? Google: 97%
  8. 8. 2nd, What is the volume?Google serve ∼100 bill. searches per month About 30% come from mobile devices Depending on source. Ranges from 15 to 30
  9. 9. 3rd, What are people searching for?Searched"for"restaurants/pubs" Searched"for"jobs" Searched"for"a"flat/house" Sweden" Searched"for"travel/holidays" Norway" General"search" Denmark" Purchased"a"product/service" Product"search" 0" 20" 40" 60" 80" http://www.thinkwithgoogle.com/
  10. 10. Research cycle NEED
  11. 11. Paid SearchOrganic Search
  12. 12. Paid Search • Text Ads • Click-to-download • Click-to-call • Location • Offers • Ratings • Mobile Ad SitelinksOrganic Search
  13. 13. Opportunity http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
  14. 14. Site links
  15. 15. Call
  16. 16. Download apps
  17. 17. Paid SearchOrganic Search
  18. 18. SEO for mobile= Tell google about your stuff = provide meta data = semantic = common sense
  19. 19. “Standard SEO” still apply!
  20. 20. HTTP/1.1 200 OKDate: Mon, 22 Oct 2012 11:19:59 GMTServer: Apache What You seeVary: Accept-Encoding,CookieLast-Modified: Mon, 22 Oct 2012 10:59:40 GMTETag: "2708-4cca3c002ff00"Accept-Ranges: bytesContent-Length: 9992Cache-Control: max-age=2380, public, must-revalidate, proxy-revalidateExpires: Mon, 22 Oct 2012 11:59:40 GMT What Google seeX-Pingback: http://mpulp.mobi/xmlrpc.phpX-Powered-By: W3 Total Cache/0.9.2.4Pragma: publicKeep-Alive: timeout=5, max=100Connection: Keep-AliveContent-Type: text/html; charset=UTF-8Content-Encoding: gzip<!doctype html> <!--[if IEMobile 7 ]><html class="no-js iem7"> <![endif]--> <!--[if (gt IEMobile 7)|!(IEMobile)]><!--><html class="no-js"> <!--<![endif]--><head><meta charset="utf-8"><meta name="description"content="mpulp - Too long for twitter" /><meta name="author" content=" "><meta name="HandheldFriendly" content="True"><meta name="MobileOptimized" content="320"><meta name="viewport" content="width=device-width,initial-scale=1.0"><link rel="apple-touch-icon-precomposed" sizes="114x114" href="img/h/apple-touch-icon.png"><link rel="apple-touch-icon-precomposed" sizes="72x72" href="img/m/apple-touch-icon.png"><linkrel="apple-touch-icon-precomposed" href="img/l/apple-touch-icon-precomposed.png"><link rel="shortcut icon" href="img/l/apple-touch-icon.png"><meta name="apple-mobile-web-app-capable" content="yes"><metaname="apple-mobile-web-app-status-bar-style" content="black"><script>/*<![CDATA[*/(function(a,b,c){if(c in b&&b[c]){var d,e=a.location,f=/^(a|html)$/i;a.addEventListener("click",function(a){d=a.target;while(!f.test(d.nodeName))d=d.parentNode;"href"in d&&(d.href.indexOf("http")||~d.href.indexOf(e.host))&&(a.preventDefault(),e.href=d.href)},!1)}})(document,window.navigator,"standalone")/*]]>*/</script><linkrel="apple-touch-startup-image" href="img/l/splash.png"><meta http-equiv="cleartype" content="on"><title>mpulp.mobi - mobile thoughts</title><link rel="stylesheet" href="/wp-content/themes/mbp/html5-boilerplate/css/style.css?v=1328021108&amp;9d7bd4" ><script src="/wp-content/themes/mbp/html5-boilerplate/js/libs/modernizr-custom.js?v=1318280034&amp;9d7bd4" ></script><script>/*<![CDATA[*/Modernizr.mq((min-width:0))||document.write(<script src="/wp-content/themes/mbp/html5-boilerplate/js/libs/respond.min.js?9d7bd4">x3C/script>)/*]]>*/</script><link rel="pingback" href="http://mpulp.mobi/xmlrpc.php" /><link rel="alternate"type="application/rss+xml" title="mpulp &raquo; Feed" href="http://mpulp.mobi/feed/" /><link rel="alternate" type="application/rss+xml" title="mpulp &raquo; Comments Feed" href="http://mpulp.mobi/comments/feed/" /><link rel="EditURI" type="application/rsd+xml" title="RSD" href="http://mpulp.mobi/xmlrpc.php?rsd" /><link rel="wlwmanifest" type="application/wlwmanifest+xml" href="http://mpulp.mobi/wp-includes/wlwmanifest.xml" /><meta name="generator" content="WordPress 3.4.2" /><meta name="description" content="Too long for Twitter. About Mobile. @jonarnes" /><meta name="keywords" content="mobile, jonarnes, mobilestats," /><link rel="canonical" href="http://mpulp.mobi/" /> <script type="text/javascript" src="https://apis.google.com/js/plusone.js"></script><script type="text/javascript">var analyticsFileTypes=[];varanalyticsEventTracking=enabled;</script><script type="text/javascript">var _gaq=_gaq||[];_gaq.push([_setAccount,UA-8951243-1]);_gaq.push([_addDevId,i9k95]);_gaq.push([_trackPageview]);_gaq.push([_trackPageLoadTime]);(function(){var ga=document.createElement(script);ga.type=text/javascript;ga.async=true;ga.src=(https:==document.location.protocol?https://ssl:http://www)+.google-analytics.com/ga.js;var s=document.getElementsByTagName(script)[0];s.parentNode.insertBefore(ga,s);})();</script><script>window.addEventListener(load,function(e){window.applicationCache.addEventListener(updateready,function(e){if(window.applicationCache.status==window.applicationCache.UPDATEREADY){window.applicationCache.swapCache();if(confirm(A new version of this site is available. Load it?)){window.location.reload();}}},false);},false);</script></head><body class="home blog" id="bdy"><div id="wrapper"> <header><div id="header"><div><a href="http://mpulp.mobi" title="mpulp">mpulp</a> <spanclass="blogdesc">Too long for twitter</span></div></div> </header><div id="container"> <nav><ul id="menu"><li class="cat-item cat-item-5"><a href="http://mpulp.mobi/category/stuff/" title="View all posts filedunder stuff">stuff</a></li><li class="cat-item cat-item-37"><a href="http://mpulp.mobi/category/stream/" title="My social stream">stream</a></li><li class="cat-item cat-item-36"><a href="http://mpulp.mobi/category/stats-and-facts/" title="View all posts filed under stats">stats</a></li><li class="cat-item"><a href="/you/">You</a></li></ul> </nav><section> <nav><div id="nav-above" class="navigation"><divclass="nav-previous"><a href="http://mpulp.mobi/page/2/" ><span class="meta-nav">&larr;</span> Older posts</a></div><div class="nav-next"></div></div> </nav><div class="clearfix"></div><article><div class="item"onclick="location.href=http://mpulp.mobi/2012/09/yep-bigger-screen-less-content-hey-what/;"> <header><div class="post-date"><span class="post-day">18</span> <span class="post-month">Sep</span> <spanclass="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/09/yep-bigger-screen-less-content-hey-what/" title="Permalink to Yep, Bigger screen = less content….hey, what?"rel="bookmark">Yep, Bigger screen = less content….hey, what?</a></h1> </header><div class="entry-content clearfix"> <img width="150" height="133" src="http://mpulp.mobi/wp-content/uploads/2012/09/bbccomment-150x133.png?9d7bd4" class="attachment-thumbnail wp-post-image" alt="bbccomment" title="bbccomment" /></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-links">Posted in</span> <a href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a> </span> <span class="meta-sep">|</span> <span class="tag-links"> <span class="entry-utility-prep entry-utility-prep-tag-links">Tagged</span> <a href="http://mpulp.mobi/tag/bbc/" rel="tag">bbc</a> <a href="http://mpulp.mobi/tag/mobile-first/" rel="tag">mobile first</a> <a href="http://mpulp.mobi/tag/rwd/" rel="tag">RWD</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><span>Comments Off</span></span></div></div> </article><article><div class="item" onclick="location.href=http://mpulp.mobi/2012/09/change-ux-too-not-only-ui/;"> <header><div class="post-date"><span class="post-day">16</span> <span class="post-month">Sep</span> <span class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/09/change-ux-too-not-only-ui/" title="Permalink to Change UX too, not only UI" rel="bookmark">Change UX too,not only UI</a></h1> </header><div class="entry-content clearfix"> <img width="150" height="150" src="http://mpulp.mobi/wp-content/uploads/2012/09/gotofullweb-150x150.png?9d7bd4" class="attachment-thumbnail wp-post-image" alt="gotofullweb" title="gotofullweb" /></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-links">Posted in</span> <a href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a> </span> <span class="meta-sep">|</span> <span class="tag-links"> <span class="entry-utility-prep entry-utility-prep-tag-links">Tagged</span> <a href="http://mpulp.mobi/tag/mobile-first/" rel="tag">mobile first</a> <a href="http://mpulp.mobi/tag/mobile-web/" rel="tag">mobile web</a> <ahref="http://mpulp.mobi/tag/rwd/" rel="tag">RWD</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><span>Comments Off</span></span></div></div> </article><article><div class="item"onclick="location.href=http://mpulp.mobi/2012/08/my-new-desktop-wallpaper/;"> <header><div class="post-date"><span class="post-day">09</span> <span class="post-month">Aug</span> <span class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/08/my-new-desktop-wallpaper/" title="Permalink to My new desktop wallpaper" rel="bookmark">My new desktop wallpaper</a></h1> </header><divclass="entry-content clearfix"> <img width="150" height="150" src="http://mpulp.mobi/wp-content/uploads/2012/08/s_l16_49479140-150x150.jpg?9d7bd4" class="attachment-thumbnail wp-post-image" alt="London OlympicsOpening Ceremony" title="London Olympics Opening Ceremony" /></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-links">Posted in</span> <ahref="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a>, <a href="http://mpulp.mobi/category/stuff/" title="View all posts instuff" rel="category tag">stuff</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><span>Comments Off</span></span></div></div> </article><article><div class="item"onclick="location.href=http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/;"> <header><div class="post-date"><span class="post-day">23</span> <span class="post-month">Mar</span> <spanclass="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/" title="Permalink to Responsive Web Design is bad for the user"rel="bookmark">Responsive Web Design is bad for the user</a></h1> </header><div class="entry-content clearfix"> <img class="attachment-thumbnail wp-post-image" src="http://src.sencha.io/280/http://mpulp.mobi/wp-content/uploads/2012/03/02-650x4871.png"/><p>I have been reading the excellent article by @brad_frost a couple of times and reflecting… Even if I may represent the “mobile old timers” who stillknow how to write WML, I am 100% in on RWD, html5 and all that buzz (unlike some others). It is bound to happen and it is good for mobile. However, [...]</p><p class="mreadmore clearfix"><a href="http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/">Read more &rarr;</a></p></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-links">Posted in</span> <a href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a>, <a href="http://mpulp.mobi/category/stuff/"title="View all posts in stuff" rel="category tag">stuff</a> </span> <span class="meta-sep">|</span> <span class="tag-links"> <span class="entry-utility-prep entry-utility-prep-tag-links">Tagged</span> <ahref="http://mpulp.mobi/tag/mobile-web/" rel="tag">mobile web</a> <a href="http://mpulp.mobi/tag/rwd/" rel="tag">RWD</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><a href="http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/#comments" title="Comment on Responsive Web Design is bad for the user"><span class="dsq-postid" rel="3922 http://mpulp.mobi/?p=3922">1 Comment</span></a></span></div></div> </article><article><div class="item" onclick="location.href=http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/;"> <header><div class="post-date"><spanclass="post-day">12</span> <span class="post-month">Mar</span> <span class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/"title="Permalink to Most popular mobile web browser by country" rel="bookmark">Most popular mobile web browser by country</a></h1> </header><div class="entry-content clearfix"> <img class="attachment-thumbnailwp-post-image" src="http://src.sencha.io/280/http://mpulp.mobi/wp-content/uploads/2012/03/mobilebrowser-500x255.png"/><p>Opera, I guess means Opera Mini. Together with UCBrowser, proxy browsers basically rulethe world over all. Webkit in western market tho,… From Browserrank.com</p><p class="mreadmore clearfix"><a href="http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/">Read more &rarr;</
  21. 21. Google recommends...• Create a “Responsive site”• Create a separate mobile site• Create one site to serve all devices
  22. 22. Rule number one: Give Your Users aMobile Friendly Site!
  23. 23. Sitemap Google support both a mobile site map, for feature phones, and device agnostic site map, for RWD sites.<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"><url><loc>http://www.example.com/page-1/</loc><xhtml:link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" /></url></urlset> Manage this in Google Webmaster tools
  24. 24. Sitemap For feature phones:<?xml version="1.0" encoding="UTF-8" ?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:mobile="http://www.google.com/schemas/sitemap-mobile/1.0"> <url> <loc>http://mobile.example.com/article100.html</loc> <mobile:mobile/> </url></urlset>
  25. 25. Avoiding duplicate contentOn Desktop page: <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" >or: <link rel="alternate" media="handheld" href="http://m.example.com/page-1" >
  26. 26. Avoiding duplicate contentOn mobile page: <link rel="canonical" href="http://www.example.com/page-1" >
  27. 27. Register on Google Places >30% of mobile googling has a local intent
  28. 28. Register on Google Places
  29. 29. Rich snippets • Reviews • People • Products • Businesses and organizations • Recipes • Events • Music
  30. 30. Rich snippets <div  class="location  vcard">   <span  class="fn  org">     Shakespeares  Pub     </span>        <div  class="adr">Adding more meta-          <div  class="street-­‐data address">         314  East  6th  Street     </div>          <div  class="locality">             Austin,  TX  78701          </div>   </div> </div>
  31. 31. Page speed Mobile searchers are focused and impatient71% of mobile users expect page to load as fast or faster than desktop sites Source: Compuware/Gomez Speed is considered when ranking a given site http://googlewebmastercentral.blogspot.no/2010/04/using-site-speed-in-web-search-ranking.html
  32. 32. Conclusions
  33. 33. Long term: SEOShort term: Paid Search
  34. 34. Build your landingpages on your own site
  35. 35. Don’t think of mobileas a separate thing, it’s the only thing ;)
  36. 36. Your site must beMobile Friendly!
  37. 37. Track, analyze, adjust...
  38. 38. Thx Link to slides John Arne Sæterås Twitter: @jonarnes Head of innovation at Mobiletechto be tweeted.

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