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Best practice mobile search strategies          bit.ly/unibetcrossmediaNick Garner: Mobile Search Strategies. Download PPT...
About Nick                                    Nick Garner: Head of search Unibet                               Working acr...
How Search Engines Work   Desktop Crawler   Mobile Crawler      Collect Info                       Desktop SERPS          ...
Mobile v DesktopNick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
16 Differences: Mobile v Desktop 1.     Local results Are More Likely In Mobile 2.     Autocomplete Results Appear Before ...
Results are much the same     Web Site                          Desktop Google           Mobile Google                    ...
Similar On Non-Location Phrases (I)       Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Similar On Non-Location Phrases (II)       Nick Garne: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Same results, Different Sites      Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Scenario 1                     Desktop Search    Desktop           SERP 1: site.com                Desktop Site    Browser...
Scenario 2                        Desktop Results     Mobile             SERP 1: site.com                Redirected To Mob...
Android Online Casino       Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Ladbrokescasino.ladbrokes.com/en > mobile.ladbrokes.com/lobby/casino              Nick Garner: Mobile Search Strategies. D...
32Red32red.com > touch.32red.com/w/touch/home?&bTag=DirectRequest               Nick Garner: Mobile Search Strategies. Dow...
Spinpalacespinpalace.co.uk > m.spinpalace.en                Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/un...
Gala Casinogalacasino.com > wap.galacasino.com/lobby              Nick Garner: Mobile Search Strategies. Download PPT: bit...
Looks Like Cloaking... Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
CloakingCloaking refers to the practice of presenting different content or URLs to usersand search engines. Serving up dif...
What Does Matt Say?      Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Cloaking... Why Google?   Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Links Links = Votes                                              More Good Votes = Rankings                               ...
More Links   Links = Votes                                               More Good Votes = Rankings                       ...
Few Links  Links = Votes                                                   Not Enough Good Votes =                        ...
What Does It All Mean?  Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Google Needs Solid SignalsOften on mobile there are not enough votingsignals for Google to work off to get solidresults.Us...
Ranking For Mobile Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
How to Rank● Link build to your main site!● Follow traditional Onsite SEO practices on  your main site!         Nick Garne...
Hang On To Your RankingsGoogle will weight mobile sites for mobilesearch. Already:         Nick Garner: Mobile Search Stra...
How Google Likes It: First ChoiceResponsive Design: Sites that serve all devices on the same set of URLs,with each URL ser...
How Google Likes ItResponsive Design            Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
How Google Likes ItResponsive Design            Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Second ChoiceSites that dynamically serve all devices on the same set of URLs, but eachURL serves different HTML (and CSS)...
3rd ChoiceSites that have separate mobile and desktop URLs.This is how so many moneymaking transactional sites work.      ...
3rd ChoiceMany sites that have separate mobile and desktop URLs...AmazonGoogle Desktop Query : https://www.google.co.uk/se...
Finally...Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
Final Word● Mobile SEO: Its desktop SEO, on mobile● You can cloak with mobile and still rank● You have a free pass for now...
Nick Garner   Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
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Mobile seo

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I had the pleasure of speaking at CrossMedia2012 on Mobile SEO.

It’s a hot subject these days…and its one that confuses a lot of people. In this PPT, I go through whats actually going on with mobile search and hopefully dispell some misunderstandings.

Essentially mobile search is desktop search. I go into why this is the case and also highlight some interesting stuff about Google effectively allowing cloaking/terrible user experiences with mobile search.
the google docs version with all the transitions etc is here cro

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Transcript of "Mobile seo "

  1. 1. Best practice mobile search strategies bit.ly/unibetcrossmediaNick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  2. 2. About Nick Nick Garner: Head of search Unibet Working across all Unibets 24 international markets, specialising in - SEO - SMO (Social media optimisation) - Refer a Friend - PPC - Online Public Relations (as a means of influencing SEO and social media) Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  3. 3. How Search Engines Work Desktop Crawler Mobile Crawler Collect Info Desktop SERPS 80% Similar Results Mobile SERPS Processed Ranked Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  4. 4. Mobile v DesktopNick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  5. 5. 16 Differences: Mobile v Desktop 1. Local results Are More Likely In Mobile 2. Autocomplete Results Appear Before Results In Mobile App Search 3. Certain Queries Have Interactive Results In Mobile 4. Android Users Are Always Logged In 5. Positions Of Vertical Results Likely Different In Smartphone Results 6. Smartphone Results Have Different Filters 7. Blended Mobile Ranking Algorithm 8. Google Play or iTunes Results For Queries That Include “Download” Or “App” 9. CTR & Bounce Rate More Likely To Vary In Mobile10. Knowledge Graph Nested Within Results In Mobile11. Knowledge Graph Doesn’t Appear For Some Queries In Mobile12. Mobile URLs Listed Per Skip Redirect13. Mobile Instant Preview Allows You to Thumb Through Results Quickly14. Smartphone Icons Indicate Smartphone Friendly Content15. Google Now Provides Search Results With No Queries16. Google Goggles Provides Entirely Different Results, Based On Visual QueriesBryson Meunier: http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463 Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  6. 6. Results are much the same Web Site Desktop Google Mobile Google SERP 1: site.com SERP 1: site.com SERP 2 SERP 2 SERP 3 SERP 3 SERP 4 SERP 4 SERP 5 SERP 5 SERP 6 SERP 6 SERP 7 SERP 7 SERP 8 SERP 8 SERP 9 SERP 9 SERP 10 SERP 10 SERP = Search Engine Ranking Position Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  7. 7. Similar On Non-Location Phrases (I) Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  8. 8. Similar On Non-Location Phrases (II) Nick Garne: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  9. 9. Same results, Different Sites Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  10. 10. Scenario 1 Desktop Search Desktop SERP 1: site.com Desktop Site Browser SERP 2 SERP 3 SERP 4 SERP 5 SERP 6 SERP 7 SERP 8 SERP 9 SERP 10 Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  11. 11. Scenario 2 Desktop Results Mobile SERP 1: site.com Redirected To Mobile Browser Site SERP 2 SERP 3 SERP 4 SERP 5 SERP 6 SERP 7 SERP 8 SERP 9 SERP 10 Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  12. 12. Android Online Casino Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  13. 13. Ladbrokescasino.ladbrokes.com/en > mobile.ladbrokes.com/lobby/casino Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  14. 14. 32Red32red.com > touch.32red.com/w/touch/home?&bTag=DirectRequest Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  15. 15. Spinpalacespinpalace.co.uk > m.spinpalace.en Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  16. 16. Gala Casinogalacasino.com > wap.galacasino.com/lobby Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  17. 17. Looks Like Cloaking... Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  18. 18. CloakingCloaking refers to the practice of presenting different content or URLs to usersand search engines. Serving up different results based on user-agent maycause your site to be perceived as deceptive and removed from the Googleindex.Some examples of cloaking include: ● Serving a page of HTML text to search engines, while showing a page of images or Flash to users. ● Serving different content to search engines than to users.http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66355 Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  19. 19. What Does Matt Say? Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  20. 20. Cloaking... Why Google? Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  21. 21. Links Links = Votes More Good Votes = Rankings Desktop Mobile SERP 1: site.com SERP 1: site.com Internet Web Site SERP 2 SERP 2 SERP 3 SERP 3 SERP 4 SERP 4 SERP 5 SERP 5 SERP 6 SERP 6 SERP 7 SERP 7 SERP 8 SERP 8 SERP 9 SERP 9 SERP 10 SERP 10 SERP = Search Engine Ranking Position Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  22. 22. More Links Links = Votes More Good Votes = Rankings Desktop Search SERP 1: site.com SERP 2 Web Site www.site.com SERP 3 Internet SERP 4 SERP 5 SERP 6 SERP 7 SERP 8 SERP 9 SERP 10 SERP = Search Engine Ranking Position Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  23. 23. Few Links Links = Votes Not Enough Good Votes = Poor Rankings Search Result SERP 1: SERP 2 SERP 3 Web Site Internet m.site.com SERP 4 SERP 5 SERP 6 SERP 7 SERP 8 SERP 9 SERP 10: m.site.com SERP = Search Engine Ranking Position Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  24. 24. What Does It All Mean? Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  25. 25. Google Needs Solid SignalsOften on mobile there are not enough votingsignals for Google to work off to get solidresults.Users dont link to mobile sites, they link to themain brand site.Therefore Google ranks off desktop. Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  26. 26. Ranking For Mobile Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  27. 27. How to Rank● Link build to your main site!● Follow traditional Onsite SEO practices on your main site! Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  28. 28. Hang On To Your RankingsGoogle will weight mobile sites for mobilesearch. Already: Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  29. 29. How Google Likes It: First ChoiceResponsive Design: Sites that serve all devices on the same set of URLs,with each URL serving the same HTML to all devices and using just CSS tochange how the page is rendered on the device. Desktop browser Mobile browser www.site.com/apples www.site.com/apples Lovely Apples Lovely Apples Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  30. 30. How Google Likes ItResponsive Design Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  31. 31. How Google Likes ItResponsive Design Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  32. 32. Second ChoiceSites that dynamically serve all devices on the same set of URLs, but eachURL serves different HTML (and CSS) depending on whether the user agent isa desktop or a mobile device. Desktop browser Mobile browser www.site.com/apples www.site.com/apples Lovely Apples Lovely Oranges Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  33. 33. 3rd ChoiceSites that have separate mobile and desktop URLs.This is how so many moneymaking transactional sites work. Desktop browser Mobile browser www.site.com/apples mobile.site.com/oranges Lovely Apples Lovely Oranges Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  34. 34. 3rd ChoiceMany sites that have separate mobile and desktop URLs...AmazonGoogle Desktop Query : https://www.google.co.uk/search?q=art+of+seoDesktop SERP: http://www.amazon.co.uk/The-Art-Theory-Practice-OReilly/dp/0596518862Mobile SERP: http://www.amazon.co.uk/gp/aw/d/0596518862EbayGoogle Desktop Query : https://www.google.co.uk/search?q=ebay+buy+phone+batteryDesktop SERP: http://www.ebay.co.uk/sch/i.html?_nkw=lenovo+s205+batteryMobile SERP: http://shop.mobileweb.ebay.co.uk/searchresults?cmd=SKW&kw=lenovo+s205+batteryWikipediaGoogle Desktop Query : https://www.google.co.uk/search?q=londonDesktop SERP: http://en.wikipedia.org/wiki/LondonMobile SERP: http://en.m.wikipedia.org/wiki/London Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  35. 35. Finally...Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  36. 36. Final Word● Mobile SEO: Its desktop SEO, on mobile● You can cloak with mobile and still rank● You have a free pass for now...so take this opportunity and get on with your mobile SEO housekeeping Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
  37. 37. Nick Garner Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia
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