The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016

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Mobile has been an important channel for a while now, and given recent developments like app indexation and accelerated mobile pages as well as the addition of new types of devices like wearables and smart tech, understanding how this fits into the bigger search marketing picture is more crucial than ever! This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search could be heading.

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  • Back in 2013, this was the big question people were asking.
  • Back in 2013, this was the big question people were asking.
    We didn’t really know what mobile was about back then, although we were starting to get an idea.
  • Back then, I was telling people to have a mobile-friendly website - because a lot of people didn’t think they needed one.
    More importantly, I was telling people that mobile wasn’t a separate thing, requiring a separate strategy - it was just another way that people were accessing the web, and we needed to support that just as we would a new type of browser.
  • Acknowledge that they may not believe this. Not immediately credible.

    ..and this shift over the past few years has impacted how we talk about mobile in the search industry.


  • Do you even need a mobile friendly site? Shouldn’t it have less content than the desktop version? It’s basically a stripped back version of desktop.
  • Mobile first - the key thing here is that this is about a shift in process mindset.
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • 77% of mobile searches are at work or home.
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
    Web app - explanation
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
    Web app - explanation
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • Because ultimately we don’t control user behavior. All we can do is decide how we respond to it.
  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • NOTES ON SLIDE USE:

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  • http://www.businessinsider.com.au/global-smartphone-market-forecast-vendor-platform-growth-2015-6
    CLEANER GRAPH?
    Alongside this, the technology has been improving at a mindboggling rate.
  • In 2015, 52% of UK internet users chose a mobile device (smartphone or tablet) as their “most important device for accessing the internet”. (33% smartphone, 19% tablet)
    http://media.ofcom.org.uk/news/2015/cmr-uk-2015/
  • In 2015, 52% of UK internet users chose a mobile device (smartphone or table) as their “most important device for accessing the internet”. (33% smartphone, 19% tablet)
    http://media.ofcom.org.uk/news/2015/cmr-uk-2015/
  • Ben Evans, an analyst for Andreessen Horowitz, one of the top VC firms in the world, said..
  • Is there an example of this process?
  • Explicitly cover structure for this section

    Use phrase: “what I want to talk about now” instead of an intro phrase.

  • Explicitly cover structure for this section

    Use phrase: “what I want to talk about now” instead of an intro phrase.

    Note that all of these are about user experience but also avoiding making Google look bad.

  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • http://drewdrewthis.com/123go/wp-content/uploads/drewdrewthisdotcom-mobilegeddon-1080x675.jpg

    FT good counter example
  • Sites included Reddit, NBC Sports, US Census Bureau http://en.motionpoint.com/blog/mobilegeddon-fallout-international-sites-see-impact-from-googles-mobile-fri
    http://media.ofcom.org.uk/news/2015/cmr-uk-2015/
  • http://moovweb.com/blog/mobile-friendly-sites-dominate-google-search-results/

    Two months after Mobilegeddon.
    1000 top ecommerce keywords in variety of industries.
    We found that 83% of the time, the top result is tagged as mobile-friendly by Google.
    81% of the time the top 3 results are mobile-friendly. And when you consider all ten of the spots on Google’s first page,
    77% of the top 10 search results are “mobile-friendly.”
  • They will also be boosting the effects of this beginning in May.
    Sites which are already mobile-friendly will not be impacted.
  • Explicitly cover structure for this section

    Use phrase: “what I want to talk about now” instead of an intro phrase.

  • Who does have problems that can be solved by speed? Google. Native apps, Apple News stand, Facebook instant articles, all have been designed to give a fast experience. Google needs to compete, but unlike these companies it doesn’t own a closed ecosystem. It was to work with everyone.

    janky transition
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • Explicitly cover structure for this section

    Use phrase: “what I want to talk about now” instead of an intro phrase.

  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
    Where are we sending people
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
    Where are we sending people
  • The new “Google it” looks more like, we can search anywhere, on multiple devices, and get information exactly when we need it. As Tom discussed earlier, Google has a focus on pulling information into cards and making sure that they work on multiple devices. This is something we have seen coming for a while.
    The year of the mobile is something we have been hearing about for a long time now
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
    Where are we sending people
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
    Where are we sending people
  • Explicitly cover structure for this section

    Use phrase: “what I want to talk about now” instead of an intro phrase.

  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • NOTES ON SLIDE USE:

    Internal strategy doc leaked to NYT - worried about other verticals like Apple


  • NOTES ON SLIDE USE:

    Internal strategy doc leaked to NYT - worried about other verticals like Apple


  • Image credit Ash Kyd. App Indexation!
    So they needed to find a way to integrate apps and app content into the web search experience:
  • This is how our content used to look.
  • This is how our content used to look.
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  • Or should this go in the next section?
  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • Explicitly cover structure for this section


  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • Source: https://www.ted.com/talks/sergey_brin_why_google_glass/transcript?language=en
    But HOW?
  • Explicitly cover structure for this section
    Should I move app streaming in here?

  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • More and more implicit signals, they have more on which to base results
    Then user doesn’t need to input as many explicit signals because they’ve become accustomed to this.
  • Am I hungry? Am I tired? Have I just finished a workout?
    What am I doing right now?
    Google already know… :: click ::
  • walking, cycling or driving
    restaurant search
  • Menus in restaurant
    GPS: power/accuracy/indoors
    - Bus stops
  • - Whackier one….
    - What could prevent Google reading signs?
  • Expect this trend to continue…
    - Implicit proportionally larger.
    - Keyword’s are incomplete view.
  • Example of local restuarant.
  • Explicitly cover structure for this section


  • NOTES ON SLIDE USE:

    As with the title slides, this comes in the four Distilled colours, plus dark grey.


  • Makes more sense when framed this way
    Nest acquisition, Driverless cars
    Converging: Implicit Signals - Compound Queries - Mobile Capabilities - Data Driven Search
  • How does this work specifically? Search engine: restaurants near me; PA: restaurants near your pre-lunch meeting location.
  • It isn’t just Google…
  • Cortana
    Now on Android
    Coming to iOS
  • Month ago
    More ‘Google Now’ esque - passive searches from implicit signals
    ‘Personal index’
  • 6 weeks ago
  • “How many sleeps until Christmas?”
  • -‘We can rank for that’ -> ‘We can help with that’
    -Competing against more than just the web.
    -lots of searches will never make it as far as a web search
    A website is just the interface into your business. Used to be a phone. An intelligent personal assistant could replace your website.
    The whole funnel collapses into the search query.
  • Remember this?
  • And this is the technological advance that we’re currently adapting to.
  • The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016

    1. 1. A brief jaunt down memory lane
    2. 2. 2000-2012: total internet usage vs mobile data usage 12x Source
    3. 3. 2013’s big question: “What should my mobile strategy be?”
    4. 4. What does this mean for mobile search?
    5. 5. And sure enough, in 2016...
    6. 6. And sure enough, in 2016... Mobile has become the preferred way to browse the web.
    7. 7. We used to talk about mobile being used “on the go”, and desktop for “work” and “home”. Now we recognize that mobile is used in all different environments and contexts, and often simultaneously with other devices.
    8. 8. We used to talk about whether you needed an app, and how it was differentiated from your web content. Now we talk about app indexation.
    9. 9. We used to talk about whether you needed an app, and how it was differentiated from your web content. Now we talk about app indexation.
    10. 10. We used to talk about how to prevent showrooming. ...that ship has sailed.
    11. 11. welcome to...
    12. 12. The Changing Landscape of Mobile Search Bridget Randolph
    13. 13. Proof: the story from the stats. Ben Evans. It wasn’t always like this.
    14. 14. 2015 2020 It’s because this happened 2008 Source
    15. 15. now, 52% of UK internet users say that mobile is their primary way to access the web.
    16. 16. up from only 24% in 2013.
    17. 17. Ben Evans, 2015 “It’s actually the PC that has the limited, basic, cut-down version of the internet...it only has the web.”
    18. 18. It can take photos
    19. 19. It knows where it isIt can take photos
    20. 20. It knows where it is It knows who your friends are It can take photos
    21. 21. It knows if you are walking, running, etc It knows where it is It knows who your friends are It can take photos
    22. 22. It interacts with the world (beacons, pay, NFC)
    23. 23. It’s personal, signed-in, and taken everywhere It interacts with the world (beacons, pay, NFC)
    24. 24. It’s personal, signed-in, and taken everywhere It interacts with the world (beacons, pay, NFC)
    25. 25. It has notifications It’s personal, signed-in, and taken everywhere It interacts with the world (beacons, pay, NFC)
    26. 26. User Behaviour Technological Advances Ranking Factors (Google) Search Marketing The Adaption Waterfall
    27. 27. User Behaviour Technological Advances Ranking Factors (Google) Search Marketing Better UX The Adaption Waterfall
    28. 28. 4 key shifts Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs
    29. 29. #1 Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs
    30. 30. Mobile Friendliness (we have to do something about poorly optimized mobile experiences)
    31. 31. Google now provides all sorts of tools in Search Console and elsewhere to test mobile friendliness.
    32. 32. Some sites lost as much as 35% of top 3 rankings within the first month after the update. Source
    33. 33. 2 months on, 81%+ of the top 3 results are mobile friendly.
    34. 34. Google also announced a 5%increase in the number of mobile-friendly websites, within the 2 months between their announcement about the update and “Mobilegeddon”. Source
    35. 35. First step: make sure your site passes the basic mobile- friendliness tests. • Mobile Friendly Testing Tool • Search Console Reports • Separate tab on the Pagespeed Insights tool Tool Tip: use URL Profiler to check URLs in bulk. TAKE ACTION
    36. 36. Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs #2
    37. 37. Mobile Site Speed and Page Load Times (we have to do something about on-page user experience)
    38. 38. Facebook Facebook Instant Articles Apple Apple Newsstand Native Apps
    39. 39. AMP is a set of rules for developing webpages which guarantees speed and forces distribution.
    40. 40. It’s basically skeleton HTML which allows the page to...
    41. 41. a) load really quickly b)be cached by Google and served directly in the SERP
    42. 42. www.wsj.com/article-headline www.wsj.com/amp/article-headline https://amp.gstatic.com/v/s/www. wsj.com/amp/article-headline
    43. 43. First step: decide whether AMP is relevant to you. You should use AMP if: • Google News is an important traffic source for you • You make a lot of content, particularly editorial content • You want wider distribution of your content • You have a high proportion of mobile traffic TAKE ACTION
    44. 44. Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs #3
    45. 45. Making Desktop Search More Like Mobile Search (we have to do something about consistency of experience)
    46. 46. “Card” style format
    47. 47. The old “Google”
    48. 48. The new “Google”
    49. 49. No more sidebar ads
    50. 50. First step(s): - Account for it in your reporting and tracking - Consider creating more top-of-funnel landing pages TAKE ACTION
    51. 51. Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs #4
    52. 52. App Integration (we have to do something about “walled garden” app content)
    53. 53. Google needs to integrate app content with the rest of the web
    54. 54. (or they risk becoming irrelevant)
    55. 55. app indexation.
    56. 56. If you don’t have an app, you may not need one. Ask yourself: Would my app... • Add convenience? • Offer unique value? • Provide social value? • Offer incentives? • Entertain? TAKE ACTION
    57. 57. First step: If you do have an app, make sure it supports http:// (web) links. And check out my blog post about how to set up an app for indexation by Google. TAKE ACTION
    58. 58. Must-have Avoid pitfalls Recommended Support deep-linking Use web URLs for app views where possible Register the app in your Search Console Allow appropriate URLs in robots.txt Ensure first click free in the app Add markup to pages or sitemaps Use app indexing API to: Index personal user content Add meta information to app views Enable activities such as voice actions Expose popularity of app views to Google Checklist for Android app indexing
    59. 59. Watch this space Avoid pitfalls Must-have Support Universal Links Add your domain(s) to associated-domains in app Add URLs handled by the app to apple-app-site-association on domain Use web URLs for app views where possible Add GoogleAppIndexing registration to your app Ensure first click free in the app Enable the back button Watch out for Google announcing an iOS app indexing API Enables indexing of personal content Allows usage information to be sent to Google Adds meta information Checklist for iOS app indexing (Google)
    60. 60. Endgame?
    61. 61. So where’s this all heading?
    62. 62. 2 key search trends specifically regarding mobile technology Implicit Query Signals Intelligent Personal Assistants
    63. 63. We’re moving towards a future of “queryless search” (and intelligent personal assistants and lots of other cool stuff)
    64. 64. “My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all.” Sergey Brin,TED, 2013
    65. 65. Implicit Query Signals Intelligent Personal Assistants #1
    66. 66. Implicit Query Signals (we want to anticipate your personal context)
    67. 67. • NBED - WEARABL IMPLICIT SIGNALS: WEARABLES
    68. 68. IMPLICIT SIGNALS: MODE OF TRANSPORT
    69. 69. • NBED - PHYSICAL IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)
    70. 70. IMPLICIT SIGNALS: READING SIGNS
    71. 71. First Step: ask yourself which implicit signals could impact searchers trying to find you? TAKE ACTION
    72. 72. Implicit Query Signals Intelligent Personal Assistants #2
    73. 73. Intelligent Personal Assistants (we want to anticipate your personal needs)
    74. 74. GOOGLE’S MISSION
    75. 75. Personal index + public index + app content = a single interface for all searches
    76. 76. NOT JUST GOOGLE
    77. 77. MICROSOFT CORTANA
    78. 78. PROACTIVE SIRI
    79. 79. FACEBOOK ‘M’
    80. 80. AMAZON ECHO
    81. 81. First Step: ask yourself how you can prepare to be the most useful source from a personal assistant app’s point of view? TAKE ACTION
    82. 82. User Behaviour Technological Advances Ranking Factors (Google) Search Marketing
    83. 83. Source
    84. 84. Tim Allen, 2015 “We used to talk about whether or not we were in the year of mobile… but we are actually in the Age of Mobile.”
    85. 85. www.distilled.net/searchscape @BridgetRandolph @Distilled

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