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Digital Gaggle 2017 - Mobile Index

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A talk about the most significant change to search since the launch of Google and why/how we should be prepared.

Published in: Data & Analytics
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Digital Gaggle 2017 - Mobile Index

  1. 1. A MOBILE-FIRST GOOGLE INDEX
  2. 2. Most significant change to search landscape since the launch of Google
  3. 3. When? “…we’ll ramp up this change when we’re confident that we have a great user experience.” Webmaster Central: Nov.16
  4. 4. Why?
  5. 5. 72% Mobile Phone
  6. 6. 68% Mobile & Tablet
  7. 7. 73% mobile & tablet
  8. 8. Mobile Phone 62%
  9. 9. WHAT’S MOST IMPORTANT FOR MOBILE?
  10. 10. of searches in the Google App are by voice Source: Thinkwith GoogleMay 16
  11. 11. “Near me” searches +3,400% since 2011 Source: Google
  12. 12. Nail Salon near me…
  13. 13. Restaurant nearme…
  14. 14. …of those (near me) searches occur on mobile phones. Source: Google
  15. 15. High ‘ROPO’ intent
  16. 16. RESTAURANTS NEAR ME
  17. 17. WHAT’S ON AT THE CINEMA
  18. 18. WHERE IS WAITROSE BASINGSTOKE
  19. 19. • I get the answer “in-SERP” • Location known & inherent in answer • Entity recognition Source: Google
  20. 20. Structured Data
  21. 21. DATA PROCESSED DIRECTLY AND INDIRECTLY BY MACHINES Tim Berners-Lee
  22. 22. • JSON-LD • Microdata • RDFa Source: Google
  23. 23. All the structured data!
  24. 24. Schema.org
  25. 25. 4.6 star rating Serves 2 Takes 35 minutes
  26. 26. • Keep pages simple and succinct • Mark-up ALL THE THINGS!!! • Including geo-location Source: Google
  27. 27. FAST IS THE ONLY SPEED
  28. 28. ABANDONMENT RATE page Speed 3G 19 Seconds Average Load Time >3 Seconds 53% Abandonment Rate Source: Google/DoubleClick
  29. 29. • HTTP/2 on (HTTPs) • Image optimisation Source: Google • RAIL
  30. 30. HTTP/2 reduce latency minimise protocol overhead request prioritisation
  31. 31. HTTP/1.1 HTTP/2 Head of line – resources Parallelised resources Priority queue – ‘educated’ guess Prioritised by type & context Queue held on client Browser to server Keep-alive – stated Keep-alive enabled default
  32. 32. Image Optimisation
  33. 33. • Compress to reduce size • Avoid images that add nothing to narrative Source: Google • Consider WebP – 26% smaller
  34. 34. YouTube: up to 10% reduction in page load time. Source: Chromium Blog
  35. 35. HTTP/2 Google Developers PERFORMANCE MODEL
  36. 36. RAIL Guideline Response <100ms Animation 10ms/frame Idle • Use to complete deferred work • Keep pre-load to minimum Load <1000ms
  37. 37. THE NEAR FUTURE IS BATTERY POWERED
  38. 38. • Keep pages simple and succinct • Mark-up ALL THE THINGS!!! • Including geo-location
  39. 39. Bounce 9.6% higher DoubleClick: SEPT 2016
  40. 40. - Clear title - Site functional tools in top third - Primary purpose in Prime Real Estate - Progression hint
  41. 41. - Page title obfuscated - functional tools top and bottom - Pointless brand cred. in Prime Real Estate - Purpose content nowhere to be seen - Progression hint: sort what?
  42. 42. UX/Purpose scoring system
  43. 43. WHAT’S MOST IMPORTANT FOR MOBILE?
  44. 44. USE SEMANTIC MARK-UP FOR STRUCTURED DATA
  45. 45. FAST IS THE ONLY SPEED
  46. 46. DESIGN WITH PURPOSE
  47. 47. Questions? nichola.stott@themediaflow.com 01256 384 894

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