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Second screen search: how mobile SEO became the only SEO

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Mobile search has overtaken desktop on Google. Users spend twice as much time with smartphones than laptops. Smartphones are our second screens...but desktop isn't our first.

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Second screen search: how mobile SEO became the only SEO

  1. 1. #FigDigSearch @stekenwright Second-screen search Stephen Kenwright @stekenwright
  2. 2. #FigDigSearch @stekenwright “I want to be buried with a mobile phone, just in case I’m not dead.” Amanda Holden Tom Dymond/SYCO/THAMES TV/PA Wire
  3. 3. #FigDigSearch @stekenwright TV…not PC
  4. 4. #FigDigSearch @stekenwright £4,313 £4,328 £4,494 £4,789 £4,730 £3,235 £3,548 £3,794 £4,391 £4,990 £1,294 £1,526 £1,944 £2,548 £2,672 £1,097 £1,165 £1,368 £1,477 £1,550 £256 £339 £494 £734 £1,093 £0 £2,000 £4,000 £6,000 £8,000 £10,000 2012 2013 2014 2015 2016 TV spot advertising Search Display excl. video Video Other UK TV and online advertising Expenditure (£ millions) Source: comScoreAA / WARC; IAB
  5. 5. #FigDigSearch @stekenwright 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Web browsing Voice calls Ofcom Activities important to mobile users
  6. 6. #FigDigSearch @stekenwright 39.3 21.3 13.0 35.2 18.7 11.7 19.5 5.6 2.8 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 Google Bing Yahoo! Total audience Desktop audience Mobile audience Audience of search engines (millions) March 2016 comScore
  7. 7. #FigDigSearch @stekenwright A (brief) history of Google and mobile Apple launches the iPhone 2007 2010 Responsive Web Design Google launches 1998 Google launches its first Android 2009 2015 Mobile search overtakes desktop Google pays $1bn to be iPhone search default 2014 Google pays $3bn to be iPhone search default 2017
  8. 8. #FigDigSearch @stekenwright Google, Apple, Adobe and Microsoft collaborating on variable fonts FastCo Design / Erik van Blokland
  9. 9. #FigDigSearch @stekenwright Use Resizer to see your content on different screen sizes material.io/resizer
  10. 10. #FigDigSearch @stekenwright
  11. 11. #FigDigSearch @stekenwright 90% of users start a task on one device and complete it on another LukeW
  12. 12. #FigDigSearch @stekenwright Mobile app 50% Mobile browser 7% Tablet app 9% Tablet browser 2% Desktop 32% Share of total digital time spent July 2016 comScore
  13. 13. #FigDigSearch @stekenwright 27.9 40.0 41.0 35.3 32.6 23.4 29.0 28.0 30.5 24.5 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 15-24 25-34 35-44 45-54 55+ Male Female Average time online on a laptop/desktop Hours in March 2017 comScore Mobile Metrix
  14. 14. #FigDigSearch @stekenwright 77.9 71.4 69.8 54.8 50.7 88.5 73.3 63.6 53.0 46.4 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 15-24 25-34 35-44 45-54 55+ Male Female Average time online on a smartphone Hours in March 2017 Source: OfcomcomScore Mobile Metrix
  15. 15. #FigDigSearch @stekenwright +8.7 +7.3 +4.9 +3.9 +4.1 42.0 47.0 52.0 57.0 62.0 67.0 72.0 77.0 82.0 15-24 25-34 35-44 45-54 55+ Average time online on a smartphone Hours in March 2017 Source: OfcomcomScore Mobile Metrix
  16. 16. #FigDigSearch @stekenwright Proportion of UK adults with a smartphone Q1 2014 61% Ofcom / Deloitte Q1 2016 71% Q3 2016 80%
  17. 17. #FigDigSearch @stekenwright Mobile data 31% Wi-Fi 69% Types of network used for data transfer Source: Think with Google 4G 65% 3G 30% 2G 5% https://www.ofcom.org.uk/__data/assets/pdf_file/0005/103010/Consumer-mobile-experience.pdf
  18. 18. #FigDigSearch @stekenwright A (brief) history of Google and site speed 2010 Page speed becomes desktop ranking factor Google launches 1998 2017 Mobile page-speed part of mobile-friendly 5G expected in UK 2020 4G available in UK 2013 PageSpeed Insights 2011 AMP 2016
  19. 19. #FigDigSearch @stekenwrightBuiltWith AMP adoption Q3 2016 Q3 2017
  20. 20. #FigDigSearch @stekenwright Mobile-friendly? Or AMP?
  21. 21. #FigDigSearch @stekenwright Both at home and outside 66% Mainly at home 16% Only at home 8% Only out of home 1% Mainly out of home 9% Where do you use the internet on your phone? Ofcom
  22. 22. #FigDigSearch @stekenwright At home 68% At work 9% On the go 17% In store 2% Other 4% Where are you when you search on your mobile? Think with Google
  23. 23. #FigDigSearch @stekenwright 3% 2% 7% 13% 17% 19% 18% 22% 0% 5% 10% 15% 20% 25% Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight When do mobile searches occur? Think with Google
  24. 24. #FigDigSearch @stekenwrightThink with Google Still looking for information…not a checkout process.
  25. 25. #FigDigSearch @stekenwright
  26. 26. #FigDigSearch @stekenwright Mobile 48% Desktop 44% Tablet 8% Device split for a spread betting site
  27. 27. #FigDigSearch @stekenwright Conversion rate Lead gen website Mobile 6.79% Desktop 4.30% Tablet 4.57%
  28. 28. #FigDigSearch @stekenwright 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 1 2 3 4 5 6 7 8 9 10 Mobile click through rate Industry average: September 2016
  29. 29. #FigDigSearch @stekenwright 1 2 3 4 5 6 7 8 9 10 Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% Finance 20.32% 18.56% 8.86% 6.59% 4.91% 2.21% 1.92% 1.48% 1.33% 0.94% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mobile click through rate in finance vs. average mobile CTR
  30. 30. #FigDigSearch @stekenwright 1 2 3 4 5 6 7 8 9 10 Average 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% iGaming 21.44% 7.48% 6.74% 4.03% 3.72% 2.52% 1.69% 1.70% 1.05% 1.13% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mobile click through rate in iGaming vs. average mobile CTR
  31. 31. #FigDigSearch @stekenwright
  32. 32. #FigDigSearch @stekenwright More branded3.com/blog/mobile-ctr
  33. 33. #FigDigSearch @stekenwright 1 2 3 4 5 6 7 8 9 10 September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Mobile click through rate Before/after 4th PPC ad – September vs. April 2016
  34. 34. #FigDigSearch @stekenwright 60.0 20.0 23.0 12.0 57.0 23.0 21.0 12.0 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0 These are paid ads These are the most popular results These are the best/most relevant results Don't know 2015 2016 Recognition of paid search ads 2015 vs. 2016 Source: OfcomOfcom
  35. 35. #FigDigSearch @stekenwright Mobile-friendly 63% Not mobile- friendly 37% April 17th 2015 Percentage of mobile-friendly URLs in top 10 results Mobile-friendly 64% Not mobile- friendly 36% May 18th 2015 Stone Temple
  36. 36. #FigDigSearch @stekenwright Traffic trends Client example Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
  37. 37. #FigDigSearch @stekenwright Mobile rate of growth Client example 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
  38. 38. #FigDigSearch @stekenwright Mobile 40% Tablet 23% Desktop 37% Search volume by device Search volume vs. actual traffic Client example Mobile 14% Tablet 36% Desktop 50% Organic data sources
  39. 39. #FigDigSearch @stekenwright Ranking position Client example: mobile vs. desktop -9000 -8000 -7000 -6000 -5000 -4000 -3000 -2000 -1000 0 1000 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
  40. 40. #FigDigSearch @stekenwright Mobile first index SISTRIX
  41. 41. #FigDigSearch @stekenwright 24% 13% 11% 11% 11% 5% 10% 8% 12% 13% 71% 78% 80% 78% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 55+ 45-54 35-44 25-34 18-24 Desktop only Mobile only Multi-platform Platform share Unique visitors Source: comScorecomScore MMX Multi-Platform, March 2017, UK
  42. 42. #FigDigSearch @stekenwright 14% 15% 10% 8% 76% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Female Male Desktop only Mobile only Multi-platform Platform share Unique visitors Source: comScorecomScore MMX Multi-Platform, March 2017, UK
  43. 43. #FigDigSearch @stekenwright 13% 12% 8% 10% 5% 0% 2% 4% 6% 8% 10% 12% 14% 0 200 400 600 800 1,000 1,200 18-24 25-34 35-44 45-54 55+ comScore MMX Multi-Platform, March 2017 Mobile only audience Unique visitors (000s) / % of total
  44. 44. #FigDigSearch @stekenwright Thanks stephen.Kenwright@branded3.com @stekenwright

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