Is Responsive the best solution to all our Mobile SEO problems>


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BrightonSEO conference presentation. Google recommends responsive design as their preferred option for mobile content, but does this solution apply to every case? learn how looking at solutions through the eyes of the user can help you define the best strategy for Mobile SEO

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Is Responsive the best solution to all our Mobile SEO problems>

  1. 1. Mobile SEO Is responsive the solution to all our problems?
  2. 2. I’m  currently  the  Director  of  SEO  of  Expedia  EMEA   Who is Jose Truchado But  apart  from  that:  I’m  an  entrepreneur,  Execu0ve   coach  and  Myers  Briggs  prac00oner     I’ve   spent   most   of   my   life   building   projects   and   mentoring  people,  which  means  that  I  have  a  great   curiosity  in  understanding  people’s  behavior  off-­‐line   and  on-­‐line.
  3. 3. The key to Mobile SEO is to make sure that we adjust the design and content to focus on user’s and devices type’s search behavior and intent Understand  how    the  different  mobile  solu?ons  can  help  our  SEO   Mission
  4. 4. How  do  people  search  on  mobile?   Let’s  look  at  the  basics   Remember we are thinking about people, not machines or bots!
  5. 5. A few facts about mobile behavior Consumers  spend  =me   researching  on  mobile   Consumers  spend  15+  hours  per  week   researching  on  their  smartphone  and   on  average  visit  mobile  websites  6   ?mes.     74%  Mobile  research  starts  with   search   More  smartphone  users  start   researching  about  products    or   services  on  a  search  engine  vs.  a   branded  mobile  site  or  app.   Loca=on  proximity  maEers  to   mobile  consumers   69%  of  consumers  expect  businesses   to  be  within  5  miles  or  less  of  their   loca?on.     Purchase  immediacy  is  key   Over  half  of  consumers  want  to  make   a  purchase  within  an  hour  of   conduc?ng  research  on  their   smartphone.     Mobile  influences  purchases   across  channels   93%  of  people  who  use  mobile  to   research  go  on  to  complete  a   purchase  of  a  product  or  service.   Most  purchases  happen  in  physical   stores.     Google/Nielsen  Mobile  Path  to  Purchase  custom  study,  Nov  2013    
  6. 6. Mobile Searches for Shopping By  Loca=on   77   100   214   101   Most  of  the  mobile  searches   when  shopping  are  done  in-­‐ store,  almost  double  than  at   home  or  on  the  go.     This  means  that  the  user  is  ready   to  perform  an  ac?on  whether  is   to  purchase  a  product  in-­‐store,   or  buy  it  on-­‐line.       In Store/In Situation 92   Source:  Google/Nielsen  Life360  Mobile  Search  Moments  Q4  2012  Based:  total  mobile  searches  n=6,303.  Q:  Where  are  you?     At  Home   On  the  go   In  Store   At  work   At  school  
  7. 7. 73% of mobile visits trigger an action Whether  it’s  a  store  visit,  call  or  purchase   73% What does this mean? Source:  Google/Nielsen  Life360  Mobile  Search  Moments  Q4  2012.  Base:  Outcome  survey  completes  n=1,958  Q:  Which  of  the  following   did  you  do  on  your  smartphone?  Q:  Which  of  the  following  have  you  done  on  laptop/desktop/tablet?  Q:  What  other  ac?ons  did  you  take   in  person?  (select  all  that  apply)  
  8. 8. Understand  Crawlers   Search engines want you to deliver the best experience for mobile users, and by understanding the click speed on your website they’ll know if you are doing so.
  9. 9. Site  &  Page  authority   Mobile  Ready   Page  speed   Errors   Mobile SEO Ranking Factors Same  as  on  desktop  pages,  link  equity  of  your  site  and  of  the  page  is  s?ll   an  important  ranking  factor   Having  a  mobile  ready  site  will  not  only  have  you  ahead  of  compe?tors   that  are  not  ready  but  also  provide  a  beEer  user  experience  and   improve  conversion  rates.    Google  wants  mobile  pages  to  load  in  one  second  or  less     Correc?ng  errors  such  as  faulty  redirects  (separate  mobile  sites),  sob   404s  and  Incorrectly  handling  Googlebot-­‐Mobile  will  allow  your  site  to   be  indexed  more  easily  
  10. 10. Challenges   The   Of  building  a  Mobile  Site   ü  There  is  no  single  standard   ü  Google  has  been  slow  adop?ng   new  technologies   ü  Variety  of  mobile  devices   ü  Differences  in  user  behavior   across  devices   ü  Compe?ng  with  resources   dedicated  to  the  mobile  app  
  11. 11. Why  a  unique  URL    is  the  best  op=on  for  Mobile  SEO   Unique URL Link equity is consolidated into one URL Makes sharing the URL easier It’s the preferred choice by both Google and Bing
  12. 12. Responsive  Design   Dynamic  Serving   Separate  Mobile  Site   What options do we have Google  supports  three  different  configura?ons  for  crea?ng  smartphone-­‐op?mized   websites:   Serves  the  same  HTML  for  one  URL  and  uses  CSS  media  queries  to   determine  how  the  content  is  rendered  on  the  client  side:  This  is   Google’s  recommended  configura=on   Serves  different  HTML  for  one  URL  depending  on  the  user-­‐agent.  Use  the   Vary  HTTP  header  to  indicate  you're  doing  this   Redirects  users  to  a  different  URL  depending  on  the  user-­‐agent.  Use   bidirec?onal  link  annota?ons  to  indicate  the  rela?onship  between  the   two  URLs  for  search  engines.   Source:  hips://­‐sites/?hl=en   Unique  URL  Solu?ons  
  13. 13. Some Mobile Web Stats ↘  More  than  30%  of  users  access  the  web  through   a  mobile  device   ↘  34%  of  cell  internet  users  go  online  mostly  using   their  phones,  and  not  using  some  other  device   such  as  a  desktop  or  laptop  computer.    Faster  adop=on   Mobile  web   adop?on  is  8  ?mes   faster  than  web   did  in  the  1990s   and  early  2000s   1.2  billion   There  are  1.2   billion  people   accessing  the   web  through   their  mobile   device   1  in  3   Mobile  searches   have  local   intent  vs.  1  in  5   in  Desktop   22%  of  Traffic   Mobile  traffic   already   accounts  for   22%  of  all   traffic,  where   Tablets  are  12%     Source:  
  14. 14. Think  about  how  YOU  behave  with  a  phone   Think about how the user behaves
  15. 15. Let’s look at a case scenario “Consumers don’t use smartphones as phones, in the traditional sense. They use them to get data in real-time, wherever they happen to be” Maybe  a  restaurant  in  the  area,    a  hotel     or  how  to  get  to  a  place   We need to find something The  phone  can  help  us  either  through  a   specific  app  or  through  performing  a   search     Phone
  16. 16. •  Perform  as  few  clicks  (taps)  as  possible   to  get  what  I  want   •  A  page  that  takes  advantage  of  my   device’s  features  (geoposi?oning)   •  Informa?on  that  is  easy  to  read   •  Forms  that  are  easy  to  complete  (one   hand)   •  A  page  that  is  quick  to  load   •  A  page  that  doesn’t  consume  my  data     plan   What do I want? My  device  can  provide  the  browser   with  informa?on  that  can  make  my   mobile  experience  faster  and  beier   such  as  Loca?on   Technology
  17. 17. Responsive Design Dynamic Serving Same  URL  
  18. 18. Responsive Design This  is  s?ll    Google’s  main  recommenda=on   This  works  great    for  when  you   want  to  deliver  the  same   content  regardless  of  the   device  the  user  is  using.     The  crawl  is  efficient,  users   don’t  experience  the   slowdowns  that  redirects  bring,   and  search  engines  have  just   one  page  to  index  and  rank.   When and Why ?
  19. 19. Responsive Design Examples  when  responsive  design  is  the  best  op=on   Blogs  tend  to  serve  the  same  content   regardless  of  the  device  that  is   reques?ng  the  page   Blogs When  the  products  offered  are  not   influenced,  by  loca?on  or  type  of   device  reques?ng  the  page  &  shopping   experience  has  been  op?mised  to  work   across  devices   Transactional Pages Companies  with  a  single  loca?on  and   pages  that  purely  describe  their   services   Corporate pages
  20. 20. Dynamic Content Serving There  are  some  complexi=es   This  works  great    for  when  you   need  to  deliver  different   content  for  different  devices     •  The  content  is  more   targeted   •  Higher  chances  of   conversion   •  Informa?on  more  relevant   to  the  user   When and Why ? Google:  we  recommend  that  the  server  sends  a  hint  to  request  that  Googlebot  for  smartphones  should  crawl  the   page,  too,  and  thus  discover  the  mobile  content.  This  hint  is  implemented  using  the  Vary  HTTP  header.   Beyond  the  Rack  didn’t  just  want  to  duplicate  their  desktop  experience,  but  to   improve  it  for  on-­‐the-­‐go-­‐consumers.  Beyond  the  Rack  saw  the  mobile   conversion  rate  double.  Mobile  revenue  soared  from  10%  to  21%  of  total  sales   Source:  hip://sta?­‐the-­‐rack-­‐mul?-­‐screen-­‐resources_case-­‐studies.pdf  
  21. 21. Dynamic Content Serving Examples  when  Dynamic  Content  Serving  is  the  best  op=on   When  products  can  be  influenced  by   loca?on,  type  of  device,  etc.   Transactional Pages When  the  company  has  several  offices   in  different  loca?ons  and  want  to  serve   different  content  according  to  the   loca?on  of  the  client   Corporate pages Relevancy  of  news  can  be  influenced   by  the  loca?on  of  the  person  visi?ng   the  site   News & Magazines
  22. 22. Understand  your  Audience   The  power  of  analy0cs   “Only by understanding who is visiting your site and what are they expecting to find there you will be able to provide the best mobile experience to your visitors”
  23. 23. They  will  give  you  the  best  insights  to  understand  your  audience   Use  Google  Analy?cs  segments  to  segregate  traffic   between   desktop   and   mobile,   and     analyse   the   keywords  your  visitors  use  to  get  to  your  site.     •  Are   they   similar   to   the   keywords   for   your   desktop  traffic?   •  Is  there  any  hint  the  user  is  trying  to  use  the   special  features  of  the  phone  such  as  loca?on   (keyword:  near  me?)   Use Analytics and GWT In   Google   Webmaster   Tools   you   can   not   only   iden?fy  the  search  queries  that  lead  to  your  site   but   also   if   Google   is   having   any   problems   accessing  your  mobile  ready  site.  
  24. 24. Mobile Web Approach When  to  use  each  solu?on   Is  it  easy  to   implement   responsive   design?   Dynamic   Your   content  is   irrelevant   to  the   user’s   loca=on?   Responsive   When  deciding  the  approach   you  are  going  to  take    you   need  to  analyse  your  content   and  your  traffic  and  use  the   diagram  on  the  leb  (or  a   similar  one)  to  decide  which   solu?on  do  you  need  to  use   Analyse Same   mobile  &   desktop   Content?   No   No   No   Yes   Yes   Yes  
  25. 25. Videos     Redirects   Errors   Desktop  site   Inters==als   Google’s warnings regarding mobile In  June  2013,  Google  issued  some  new  Guidelines  for  mobile-­‐op?mized  sites,   these  included  some  recommenda?ons  to  avoid  common  errors,  including:   Using  videos  that  don’t  play  on  mobile  devices   Faulty  redirects  (redirec?ng  mobile  visitors  to  the  wrong  page  on  your  mobile  site)   Pages  that  deliver  404  (page  unavailable)  errors  to  mobile  visitors   Linking  to  a  PC  site  when  the  same  content  is  available  on  a  mobile  site   Gree?ng  visitors  with  a  download-­‐our-­‐app  inters??al  ads.  
  26. 26. Twitter: @TruchadoSEO Email: LinkedIn: Collaborations; Linkdex SEO Now 2014 now-2014-ebook/ State of Digital Friday Commentary: marketing-teams/ Find me in Thank you