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SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First World

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With Google rolling out the mobile-first index in 2017, the performance of a website’s mobile version is more relevant than ever. In this session, Marcus will reveal the most important mobile Ranking Factors, with a particular focus on content. Secondly, we will illuminate keyword opportunities with a much larger search volume on mobile, and analyze user needs and content demands that differ between desktop and mobile. By analyzing brands’ websites that exhibit outstanding mobile performance, you’ll take away best practices for mobile search optimization in 2017.

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SearchLove San Diego 2017 | Marcus Tober | Ranking Factors in a Mobile-First World

  1. 1. Marcus Tober San Diego February 23, 2017 HOWTO SURVIVE IN A MOBILE-FIRSTWORLD (WHENYOU'VE SPENTYEARS OPTIMIZINGYOURWEBSITE FOR DESKTOP)
  2. 2. • Founder and CTO of Searchmetrics • Searchmetrics is a software company (SEO/Content Marketing) with 220 people in Berlin, London, New York and San Mateo • In LOVE with SEARCH since 2001 Marcus Tober
  3. 3. searchmetrics.com/sandiego-2017 Get the Slides!
  4. 4. What is Mobile-First? https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
  5. 5. Desktop-first Index
  6. 6. Mobile-first Index
  7. 7. What does Mobile-First mean for my page? – John Mueller, Google, July 2016 What does Mobile-First mean? John Mueller – July 2016 “The general idea is that we want the same content available on your desktop site to be available on your mobile site”
  8. 8. The SAME Content? REALLY?
  9. 9. Browsing is different: Mobile vs Desktop
  10. 10. Same doesn‘t REALLY mean SAME Over 15,000 words Under 2,000 words
  11. 11. Ranking Factors Desktop vs Mobile ≠
  12. 12. Word Count 0 500 1000 1500 2000 2500 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop 25% less on Mobile! v s
  13. 13. File Sizev s 0 50,000 100,000 150,000 200,000 250,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop 33% smaller on Mobile!
  14. 14. Site Speedv s 6 7 8 9 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop A second faster on Mobile!
  15. 15. Structure of elements: Mobile vs Desktop
  16. 16. Number of Interactive Elementsv s 0 50 100 150 200 250 300 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mobile Desktop 40% fewer on Mobile!
  17. 17. Keyword distribution which searches are made on which device?
  18. 18. Keyword distribution 93% 69%
  19. 19. Looking for answers what will my baby look like 26% 65% 9%
  20. 20. Desktop vs Mobile morphthing.com 26%! 65%!
  21. 21. Desktop vs Mobile
  22. 22. And guess what? Nice!
  23. 23. Desktop vs Mobile Want a good example of a page with superior mobile visibility ideally
  24. 24. Desktop vs Mobile
  25. 25. Content Marketing Challenges Worldwide, $145 billion1 is spent on the production and marketing of digital content. Source #1: Global Content Marketing Spendings 2014 - PQ Media (June 2015) Source #2: A New Era of Content (2015) – iProspect Only 1 in 5 pieces2 of content is ever consumed by real people and engaged with! = $116 billion is wasted!
  26. 26. $116 billion wasted!
  27. 27. Content Marketing Challenges 26%
  28. 28. Content Marketing Challenges 42%
  29. 29. Content Marketing Challenges
  30. 30. Search is huge
  31. 31. Machine Learning Rank Brain Content Relevance 3.5 billion Google searches per day globally but… … the algorithm is more complex than ever!
  32. 32. So … which Ranking Factor matters most?
  33. 33. Ranking Factor: Content Relevance (Content Score) What’s the average difference in Content/Position?
  34. 34. Ranking Factor: Content Relevance (Content Score) 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 3 5 7 9 11 13 15 17 19 Average Content Score 𝜌 = 0.43
  35. 35. Most used solution to create content (still!) • Lots of effort • Expensive • Unpredictable
  36. 36. Most used solution to create content (still!) It is our challenge to change people’s habits to create more better content
  37. 37. Our solution – Topic Explorer
  38. 38. Our solution – Content Editor Content Score
  39. 39. That’s not Rocket Science!
  40. 40. That’s a data-driven approach!
  41. 41. The best content strategies to reach your audience - wayfair.co.uk - +328 % in 2016
  42. 42. The best content strategies to reach your audience - springlane.de - +280 % in 2016
  43. 43. The best content strategies to reach your audience - Does quantity matter? -
  44. 44. The best content strategies to reach your audience - Does quantity matter? -
  45. 45. The best content strategies to reach your audience - Does quantity matter? - -85 % in 2 years
  46. 46. The best content strategies to reach your audience - Be really great in what you do! - Don’t do everything just a little bit!
  47. 47. The best content strategies to reach your audience + 68 % in 2 years - And do it great on mobile too!
  48. 48. The best content strategies to reach your audience In just weeks their search visibility will cross
  49. 49. May 2016 July 2016 August 2016
  50. 50. BUT Content needs to be different depending on User Intention
  51. 51. https://www.google.com/amp/s/www.buzzfeed.com/amphtml/twopoodles/ recipes-for-camping-food Rank #1 34 images Each image has short description Links to each recipe High Social Engagement User Intention = Inspiration! ✓ ✓ ✓ ✓ Search Query & Expectations Example: “cooking while camping” Good content structure: Ordered list✓ AMP and HTTPS✓
  52. 52. http://www.quickanddirtytips.com/house- home/food/how-to-cook-while-camping Rank #9 Only 3 images WAY too much text Lack of content structure User Intention NOT met ✗ ✗ ✗ Search Query & Expectations Example: “cooking while camping”
  53. 53. The user needs to feel happy with the result. User Experience But businesses often fail in providing the right content for the respective user intention ?
  54. 54. To engage perfectly with your audience, you’ll need … … the right content … in the right moment … on the right device.
  55. 55. • Google has 3.5 billion searches per day globally • 81% of online shoppers read product reviews or related information before making a purchase • But 79% of all purchases still happen offline Source: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527 Online/Offline buying process
  56. 56. • 54% of offline shoppers conduct online research before they buy offline (ROBO: Research Online, Buy Offline) Source: https://marketingtechblog.com/robo-research-online-buy-offline/ Online/Offline buying process
  57. 57. There is no bestbuy.com ranking on 1st or 2nd page on Google.com
  58. 58. OMG! There is an incredible search volume behind this kind of informational -> transactional search…!
  59. 59. They JUST DON’T HAVE A PAGE to compare popular smartphone models with each other!
  60. 60. 6 6s 7??? Comparing iPhones
  61. 61. ? ? ? ?
  62. 62. To engage perfectly with your audience, you’ll need … … the right content … in the right moment … on the right device.
  63. 63. searchmetrics.com/sandiego-2017 Get the Slides! THANK YOU! SEE YOU IN =TEXT(TODAY()+235,"MMMM")SEE YOU IN OCTOBER!

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