Driving	  Mobile	  Traffic:	  SEO	  	  Avi	  Wilensky	  CEO/Founder	  Promediacorp	  637	  W.	  27th	  St.	  8th	  Floor	  N...
New York | March 19–23, 2012 | #sesnyAbout	  Promediacorp:	  •  SEO/SEM	  agency	  located	  in	  Chelsea,	  NYC	  •  Laun...
New York | March 19–23, 2012 | #sesnyWHAT	  IS	  MOBILE	  SEO?:	  •  No	  standard	  defini>on,	  or	  even	  consensus	  t...
New York | March 19–23, 2012 | #sesnyBAD	  UX	  =	  RETURN	  BACK	  TO	  SERPS	                   * Goal: UX up, bounce ra...
New York | March 19–23, 2012 | #sesnyTARGET	  BY	  USER	  AGENT	  OR	  SCREEN	  RESOLUTION?	  •  Which	  makes	  more	  se...
New York | March 19–23, 2012 | #sesnyEXAMPLE:	  MOBILE	  OPTIMIZED	  USER	  EXPERIENCE	  •  People.com	  redirects	  table...
New York | March 19–23, 2012 | #sesnyENHANCED	  UX	  FOR	  MAN	  HANDS:	  •  Fat	  Thumb	  Syndrome	  –	  design	  differen...
New York | March 19–23, 2012 | #sesnyEXAMPLE:	  MOBILE	  FALLBACK	  •  Nike	  built	  an	  iPad	  version	  to	  workaroun...
New York | March 19–23, 2012 | #sesnyRESPONSIVE	  WEB	  DESIGN:	  •  Device	  agnosac;	  uses	  the	  media	  query	  in	 ...
New York | March 19–23, 2012 | #sesnyRESPONSIVE	  WEB	  DESIGN:	  Pros:                                 Cons:Single URL = ...
New York | March 19–23, 2012 | #sesnyDIVIDING	  LINK	  EQUITY:	                                    Your logo here         ...
New York | March 19–23, 2012 | #sesnyEXAMPLE	  SITE:	  PROMEDIACORP.COM/LANDING	  Desktop                   Tablet        ...
New York | March 19–23, 2012 | #sesny WHAT	  DO	  THE	  ENGINES	  PREFER:	  Google: One URL With Special Stylesheet Is Eas...
New York | March 19–23, 2012 | #sesnyNEW	  GOOGLE-­‐MOBILE	  BOT:	  •  New	  smartphone	  Google-­‐mobile	  bot	  looks	  ...
New York | March 19–23, 2012 | #sesnyNEW	  GOOGLE-­‐MOBILE	  BOT:	  •  New	  Googlebot	  improves	  UX	  by	  displaying	 ...
New York | March 19–23, 2012 | #sesnyEVERYONE	  LOVES	  A	  GOOD	  TOOL:	  Adobe Shadow *NEW             http://adobe.ly/F...
New York | March 19–23, 2012 | #sesnyKEY	  TAKEAWAYS:	  •  Use	  a	  single	  URL	  unless	  you	  plan	  on	  targe>ng	  ...
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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.

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Driving Mobile Traffic: SEO

  1. 1. Driving  Mobile  Traffic:  SEO    Avi  Wilensky  CEO/Founder  Promediacorp  637  W.  27th  St.  8th  Floor  New  York,  NY  10001     New  York  |  March  19–23    
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. New York | March 19–23, 2012 | #sesnyDIVIDING  LINK  EQUITY:   Your logo here @aviw
  12. 12. New York | March 19–23, 2012 | #sesnyEXAMPLE  SITE:  PROMEDIACORP.COM/LANDING  Desktop Tablet Handheld Your logo here @aviw
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
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