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Forbes PWA: Changing Mobile Landscape By Vadim Supitskiy


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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: JavaScript & PWAs: What SEOs Need To Know. PRESENTATION: Forbes PWA: Changing Mobile Landscape - Given by Vadim Supitskiy - Forbes, VP of Software Engineering. #SMX #32A

Published in: Marketing

Forbes PWA: Changing Mobile Landscape By Vadim Supitskiy

  1. 1. #SMX #32B @VadimSupitskiy Changing Mobile Landscape Forbes PWA
  2. 2. #SMX #32B @VadimSupitskiy Why Change Forbes Mobile Experience? • Over 50% Of the Traffic is Mobile • The Mobile Site was Slow • High Bounce Rate • Low Engagement • ~ 1.1 Pageviews/Session
  3. 3. #SMX #32B @VadimSupitskiy Native vs PWA Discoverability App Stores Search Engines/Social Platforms Android/IOS Web Performance High High Programming Languages Objective C/Java JavaScript Push Notifications Yes Yes Linkable Maybe Yes Installable Yes Yes Offline Yes Yes Flexibility Low High
  4. 4. #SMX #32B @VadimSupitskiy How Did We Build PWA? • Company Wide Day to Come up with Ideas • Created a Design Prototype • Built a Functional Prototype • Built a new Editor in the CMS • Moved To SSL • A/B Testing
  5. 5. #SMX #32B @VadimSupitskiy Move To SSL as A Prerequisite for PWA ● Adds a performance boost by enabling HTTP/2 support (Single Connection, Multiplexing, Server Push, Prioritizing, Header Compression) ● Enables use of Progressive Web Apps ● In Google Chrome Enables Service Workers (offline experiences, preloading resources, background syncs, push notifications) ● Contributes to an SEO boost in Google Search rankings ● Protects user information by encrypting it so it’s only read and understood by the intended parties ● Reduces the risk of malware distribution
  6. 6. #SMX #32B @VadimSupitskiy Technology
  7. 7. Long Article Short Cards
  8. 8. #SMX #32B @VadimSupitskiy SEO ● Google is getting very good at crawling JavaScript Heavy Sites, Bing and other bots are not there yet ● Server Side Rendering ● Anything that changes URLs needs to be a link ● Make sure that the JavaScript rendered content is available to the Googlebot fast ● Don’t use Hash Routs, use HTML5 Routs instead ● Add’s Structured Data
  9. 9. #SMX #32B @VadimSupitskiy Speed = Better Engagement
  10. 10. #SMX #32B @VadimSupitskiy Old Mobile vs PWA
  11. 11. #SMX #32B @VadimSupitskiy Case Study • Total Number of Users • Total Number of Page Views • Average Session Duration • Page Views Per User • Page Views Per Session • Ad Impressions • Ad Viewability
  12. 12. 0 100000 200000 300000 400000 500000 600000 700000 PWA Old Mobile Users 11%
  13. 13. Pageviews Old Mobile PWA 15%
  14. 14. PWA Old Mobile Pageviews per User for a Month 23%
  15. 15. PWA Old Mobile 0 20 40 60 80 100 120 Avg Session Duration 40%
  16. 16. PWA Old Mobile Viewability Percentage on a Main Ad Position 6%
  17. 17. #SMX #32B @VadimSupitskiy Conclusion