Driving Mobile Traffic: SEO
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Driving Mobile Traffic: SEO

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Presentation from SES NY, 2012, by Avi Wilensky of Promediacorp, discussing UX, responsive web design and overall mobile SEO best practices and trends.

Presentation from SES NY, 2012, by Avi Wilensky of Promediacorp, discussing UX, responsive web design and overall mobile SEO best practices and trends.

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 Driving Mobile Traffic: SEO Driving Mobile Traffic: SEO Presentation Transcript

  • Driving  Mobile  Traffic:  SEO    Avi  Wilensky  CEO/Founder  Promediacorp  637  W.  27th  St.  8th  Floor  New  York,  NY  10001     New  York  |  March  19–23    
  • New York | March 19–23, 2012 | #sesnyAbout  Promediacorp:  •  SEO/SEM  agency  located  in  Chelsea,  NYC  •  Launched  first  online  marke>ng  campaign  in  1995  •  First  SES  in  2005  •  Current  clients  include  Sony  Music,  MTV,  McGraw-­‐Hill,  Bluefly,  &   More.  •  Amazon  Web  Services  provider,  member  SEMPO,  SEOmoz   Recommended  Company  •  Launched  Statdash.com  in  2011,  1000+  members   Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyWHAT  IS  MOBILE  SEO?:  •  No  standard  defini>on,  or  even  consensus  that  it  exists  •  Depends  on  who  you  ask  •   If  Mobile  >  Desktop,  shouldnt  it  just  be  called  SEO  vs  Desktop   SEO?   * Goal: UX up, bounce rate down•   Goal:  UX  up,  bounce  rate  down  •   Focus  on  site  architecture  and  consolida>on  of  link  equity     Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyBAD  UX  =  RETURN  BACK  TO  SERPS   * Goal: UX up, bounce rate down Duration < 1 sec Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyTARGET  BY  USER  AGENT  OR  SCREEN  RESOLUTION?  •  Which  makes  more  sense?  •  Easier  to  target  by  device  on  legacy  /  exis>ng  pladorms  •  Requires  the  subdomain  vs.  subfolder  vs.  TLD  debate  •  Subdomain  is  usually  easiest  to  implement,  but  SE’s  see  them   as  2  separate  sites,  which  may  divide  your  link  equity  •  Mobile  specific  pages  subject  to  transcoding  (new  tag  to   resolve  it    <link rel="alternate" media="handheld" href="alternate_page.htm”/> ) hgp://bit.ly/FPTWkG     Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyEXAMPLE:  MOBILE  OPTIMIZED  USER  EXPERIENCE  •  People.com  redirects  tablet  users  to  present  a  beger  user   experience  for  faster  page  flipping   * Goal: UX up, bounce rate down Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyENHANCED  UX  FOR  MAN  HANDS:  •  Fat  Thumb  Syndrome  –  design  differently  by  padding  3D   bugons,  don’t  require  zoom  to  read   * Goal: UX up, bounce rate down Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyEXAMPLE:  MOBILE  FALLBACK  •  Nike  built  an  iPad  version  to  workaround  their  flash  site  Nike’s tablet site Nike’s homepage text view * Goal: UX up, bounce rate down Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyRESPONSIVE  WEB  DESIGN:  •  Device  agnosac;  uses  the  media  query  in  CSS3  to  detect  the  display   size  -­‐  layout  renders  as  a  result  of  screen  real  estate  available.    •  Ability  to  detect  portrait  and  landscape  mode,  and  render  layout   appropriately.  •  Trick  is  using  ems  or  %  of  available  height/width  instead  of  using   pixels  •  Ethan  Marcoge  coined  the  term  Responsive  Web  Design  (RWD)  in   his  ar>cle  in  A  List  Apart.  hgp://bit.ly/FWCMgy    •  Mobile  centric  approach,  as  a  form  of  graceful  degradaaon   Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyRESPONSIVE  WEB  DESIGN:  Pros: Cons:Single URL = maximum link equity Tricky to implement on existing sitesNo server side redirection = faster Need to design with multiple screen sizes and orientations in mindFewer URL = more crawl budget No IE8 Support / Older FFOne HTML page = less maintenance More calls = slower page load (start @ 320 reduces asset load)Support web enabled TV’s too Lacks support for common ad sizes Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyDIVIDING  LINK  EQUITY:   Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyEXAMPLE  SITE:  PROMEDIACORP.COM/LANDING  Desktop Tablet Handheld Your logo here @aviw
  • New York | March 19–23, 2012 | #sesny WHAT  DO  THE  ENGINES  PREFER:  Google: One URL With Special Stylesheet Is Easy Mobile SEO http://bit.ly/FQFd4T2/20/12Bing Takes Clear Stance On Mobile SEO: One URL http://bit.ly/FQ1OBg3/27/12 Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyNEW  GOOGLE-­‐MOBILE  BOT:  •  New  smartphone  Google-­‐mobile  bot  looks  at  smart  vs.  feature   phones,  not  by  device  type   * Goal: UX up, bounce rate downFeature Phones: Smart Phones: Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyNEW  GOOGLE-­‐MOBILE  BOT:  •  New  Googlebot  improves  UX  by  displaying  the  des>na>on  URL   in  the  SERPs  –  decreases  latency  by  avoiding  mobile  redirects.   * Goal: UX up, bounce rate down Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyEVERYONE  LOVES  A  GOOD  TOOL:  Adobe Shadow *NEW http://adobe.ly/FSB40lGoMoMeter http://bit.ly/FS8q2mPhone Simulator http://bit.ly/FRI12OUser Agent SwitcherGoal: * UX up, bounce rate http://bit.ly/FRCXPtTiny Fluid Grid down http://bit.ly/FQ5QLCInitializr http://bit.ly/wv3vDiLess Framework http://bit.ly/FRwLqR320 and Up http://bit.ly/FQbwGiWURFL http://bit.ly/FQ81P3 Your logo here @aviw
  • New York | March 19–23, 2012 | #sesnyKEY  TAKEAWAYS:  •  Use  a  single  URL  unless  you  plan  on  targe>ng  specific  devices,   or  have  budget  /  resource  constraints  •  Start  with  a  mobile-­‐centric  approach,  and  work  outward  •  UX  is  key  –  know  your  audience  •  Leverage  exis>ng  frameworks  to  help  get  started  with  RWD   Your logo here @aviw