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Getting Mobile Friendly To Survive The Next Mobilegeddon By Marcus Tober

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Getting Mobile Friendly To Survive The Next Mobilegeddon. PRESENTATION: Getting Mobile Friendly To Survive The Next Mobilegeddon - Given by Marcus Tober, @marcustober, Founder/CTO - Searchmetrics Inc.. #SMX #22C

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Getting Mobile Friendly To Survive The Next Mobilegeddon By Marcus Tober

  1. 1. #SMX #22c @MarcusTober Ge#ng  Mobile  Friendly   To  Survive  The  Next  Mobilegeddon     MARCUS  TOBER   Mobile   New  York   11/29/2015  
  2. 2. #SMX #22c @MarcusTober slideshare.net/searchmetrics   Want  this  presenta9on?  
  3. 3. #SMX #22c @MarcusTober      Founder  and  CTO  of                                              Searchmetrics   In  love  with  SEO  and  search                                                              since  2001   Study  of  computer  science   in  Berlin,  so  I‘m  the  techie!     MARCUS  TOBER  
  4. 4. #SMX #22c @MarcusTober  Made  with  love  in  Berlin    180  passionate  people   Innovator  in  SEO  SoQware  &  more   since  2005   San  Mateo   New  York              London                        Paris  
  5. 5. #SMX #22c @MarcusTober
  6. 6. #SMX #22c @MarcusTober
  7. 7. #SMX #22c @MarcusTober Game over…
  8. 8. #SMX #22c @MarcusTober DISRUPTION  OF  TECHNOLOGY   Mobile   Desktop   Laptop   Tablet   WORK   ENTERTAINMENT   ALWAYS  
  9. 9. #SMX #22c @MarcusTober
  10. 10. #SMX #22c @MarcusTober Let‘s  go  back  in  9me!  
  11. 11. #SMX #22c @MarcusTober
  12. 12. #SMX #22c @MarcusTober 71% 68% 29% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% After Before mobile-friendly not mobile-friendly *Basis: Searchmetrics Research Cloud SERPs 1-3 Share  of  Mobile-­‐Friendly  URLs   Mobilegeddon, April 21st, 2015
  13. 13. #SMX #22c @MarcusTober Share  of  not  Mobile-­‐Friendly  URLs   27% 26% 36% 30% 29% 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% SERP 3 SERP 2 SERP 1 Before After
  14. 14. #SMX #22c @MarcusTober Share  of  Mobile-­‐Friendly  URLs 64% 66% 68% 70% 72% 74% 76% 78% 80% 82% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 POST Mobilegeddon PRE Mobilegeddon RANKING  FACTORS   2015   ​ 𝜌↓𝑃𝑂𝑆𝑇 =0.00 ​ 𝜌↓𝑃𝑅𝐸 =0.01 MOBILE  
  15. 15. #SMX #22c @MarcusTober Average  Posi]on  Change  of  URLs   -­‐0,21   +0,20   not mobile-friendly mobile-friendly
  16. 16. #SMX #22c @MarcusTober “#Mobilegeddon  Loser“  
  17. 17. #SMX #22c @MarcusTober Domain Mobile/Desktop Ratio 04/26/2015 mobile friendly Mobile/Desktop Ratio September 2015 mobile friendly boxofficemojo.com - 64% NO Mobilegeddon  Loser  US  –  developments
  18. 18. #SMX #22c @MarcusTober -64% Mobile Update -67%
  19. 19. #SMX #22c @MarcusTober Domain Mobile/Desktop Ratio 04/26/2015 mobile friendly Mobile/Desktop Ratio September 2015 mobile friendly boxofficemojo.com - 64% NO - 67% NO LOSER dict.cc - 44% NO Mobilegeddon  Loser  US  –  developments
  20. 20. #SMX #22c @MarcusTober -44% -67%
  21. 21. #SMX #22c @MarcusTober Domain Mobile/Desktop Ratio 04/26/2015 mobile friendly Mobile/Desktop Ratio September 2015 mobile friendly boxofficemojo.com - 64% NO - 67% NO LOSER dict.cc - 44% NO - 64% NO LOSER reddit.com - 36% NO Mobilegeddon  Loser  US  –  developments
  22. 22. #SMX #22c @MarcusTober April 2015 ?
  23. 23. #SMX #22c @MarcusTober SAME
  24. 24. #SMX #22c @MarcusTober September 2015 – still not mobile-friendly But:
  25. 25. #SMX #22c @MarcusTober Mobile separate
  26. 26. #SMX #22c @MarcusTober -36% Mobile Update
  27. 27. #SMX #22c @MarcusTober Mobile Update
  28. 28. #SMX #22c @MarcusTober Domain Mobile/Desktop Ratio 04/26/2015 mobile friendly Mobile/Desktop Ratio September 2015 mobile friendly boxofficemojo.com - 64% NO - 67% NO LOSER dict.cc - 44% NO - 64% NO LOSER reddit.com - 36% NO - <1% NO m.reddit.com last.fm - 31% NO Mobilegeddon  Loser  US  –  developments
  29. 29. #SMX #22c @MarcusTober -31%
  30. 30. #SMX #22c @MarcusTober April 2015 Not mobile-friendly September 2015 mobile-friendly
  31. 31. #SMX #22c @MarcusTober Domain Mobile/Desktop Ratio 04/26/2015 mobile friendly Mobile/Desktop Ratio September 2015 mobile friendly boxofficemojo.com - 64% NO - 67% NO LOSER dict.cc - 44% NO - 64% NO LOSER reddit.com - 36% NO - <1% NO m.reddit.com last.fm - 31% NO - 1% YES RECOVERED songlyrics.com - 47% NO Mobilegeddon  Loser  US  –  developments
  32. 32. #SMX #22c @MarcusTober -47%
  33. 33. #SMX #22c @MarcusTober Domain Mobile/Desktop Ratio 04/26/2015 mobile friendly Mobile/Desktop Ratio September 2015 mobile friendly boxofficemojo.com - 64% NO - 67% NO LOSER dict.cc - 44% NO - 64% NO LOSER reddit.com - 36% NO - <1% NO m.reddit.com last.fm - 31% NO - 1% YES RECOVERED songlyrics.com - 47% NO + 4% YES RECOVERED Mobilegeddon  Loser  US  –  developments
  34. 34. April  2015  
  35. 35. September  2015   +10%   -­‐  8%   -­‐  2%  
  36. 36. #SMX #22c @MarcusTober Correla9on  ≠  Causa9on  
  37. 37. #SMX #22c @MarcusTober Correla]on  vs  Averages ​ 𝜌↓2014 =0.00 ​ 𝜌↓2015 =0.00 Ø  =  96%   Ø  =  20%   Share  /  Count  of…   Ranking  
  38. 38. #SMX #22c @MarcusTober Mobile  vs.  Desktop RANKING  FACTORS   2015   MOBILE   Mobile   Desktop   ≠  
  39. 39. #SMX #22c @MarcusTober Responsive  Design 0% 5% 10% 15% 20% 25% 30% 35% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING  FACTORS   2015   MOBILE  
  40. 40. #SMX #22c @MarcusTober Presence  of  Unordered  Lists 35% 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop 𝜌_𝐷𝑒𝑠𝑘𝑡𝑜𝑝=0.07 RANKING  FACTORS   2015   ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.08 MOBILE  
  41. 41. #SMX #22c @MarcusTober Number  of  Interac]ve  Elements 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 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING  FACTORS   2015   Menus,  Bu_ons,  etc.   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.10 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.08 MOBILE  
  42. 42. #SMX #22c @MarcusTober Number  of  Backlinks 0 2000 4000 6000 8000 10000 12000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.28 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.11 MOBILE   ØDesktop  =  2.350   ØMobile  =  1.500  
  43. 43. LINKS? Where we‘re going, we don‘t
  44. 44. #SMX #22c @MarcusTober h_ps 0% 5% 10% 15% 20% 25% 30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop 𝜌_𝐷𝑒𝑠𝑘𝑡𝑜𝑝=0.05 RANKING  FACTORS   2015   ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =−0.03 MOBILE  
  45. 45. #SMX #22c @MarcusTober Number  of  Internal  Links 0 20 40 60 80 100 120 140 160 180 200 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.09 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.03 MOBILE   ØDesktop  =  132   ØMobile  =  86  
  46. 46. #SMX #22c @MarcusTober Filesize 0 5000 10000 15000 20000 25000 30000 35000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop Mobile 2014 RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.15 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.09 MOBILE   ØDesktop  =  ~22,000   ØMobile  =  ~16,700  
  47. 47. #SMX #22c @MarcusTober Sitespeed 0.95 1.00 1.05 1.10 1.15 1.20 1.25 1.30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.04 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.08 MOBILE  
  48. 48. #SMX #22c @MarcusTober Keyword  in  Title 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile PRE-Mobilegeddon Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.00 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =−0.04 MOBILE   ØDesktop  =  76%   ØMobile  =  62%  
  49. 49. #SMX #22c @MarcusTober Word  Count 0 200 400 600 800 1,000 1,200 1,400 1,600 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile PRE-Mobilegeddon Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.07 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.02 MOBILE   ØDesktop  =  1.140   ØMobile  =  812  
  50. 50. #SMX #22c @MarcusTober #  Keywords  in  Body 0 2 4 6 8 10 12 14 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile PRE-Mobilegeddon Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.07 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.02 MOBILE   ØDesktop  =  8   ØMobile  =  5  
  51. 51. #SMX #22c @MarcusTober Proof  Terms 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.03 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.01 MOBILE   ØDesktop  =  78%   ØMobile  =  75%  
  52. 52. #SMX #22c @MarcusTober Relevant  Terms 0% 10% 20% 30% 40% 50% 60% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.15 ​ 𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.09 MOBILE   ØDesktop  =  49%   ØMobile  =  46%  
  53. 53. #SMX #22c @MarcusTober Seman]c  Content  Op]miza]on   It  is  all  about  the  consumer  intent  and  not  keywords  anymore   Basis:  Searchmetrics  Suite  –  Feature:  „Content  Op]miza]on“  
  54. 54. Keyword  Device  Distribu]on  
  55. 55. #SMX #22c @MarcusTober Example  for  Keyword  Device  Distribu]on  
  56. 56. #SMX #22c @MarcusTober 1885   1985   2015  
  57. 57. #SMX #22c @MarcusTober Redirect 0% 5% 10% 15% 20% 25% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 POST Mobilegeddon PRE Mobilegeddon RANKING  FACTORS   2015   ​ 𝜌↓𝑃𝑂𝑆𝑇 =−0.04 ​ 𝜌↓𝑃𝑅𝐸 =−0.07 MOBILE  
  58. 58. #SMX #22c @MarcusTober Ø  Font  Size  En]re  Page 12.00 12.50 13.00 13.50 14.00 14.50 15.00 15.50 16.00 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 POST Mobilegeddon PRE Mobilegeddon Desktop RANKING  FACTORS   2015   ​ 𝜌↓𝑃𝑂𝑆𝑇 =0.03 ​ 𝜌↓𝑃𝑅𝐸 =0.02 MOBILE  
  59. 59. #SMX #22c @MarcusTober Has  Flash 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 POST Mobilegeddon PRE Mobilegeddon Mobile 2014 Desktop 2015 RANKING  FACTORS   2015   MOBILE  
  60. 60. #SMX #22c @MarcusTober Why  MOBILEGEDDON?   LOADING… Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets Faulty  redirects   Slow  websites   Inters99als   Not  responsive   Too  many  links  
  61. 61. #SMX #22c @MarcusTober In a nutshell RANKING  FACTORS   2015   MOBILE   ≠   Fewer words mobile-friendly? Fewer links Loads faster Bigger fonts
  62. 62. #SMX #22c @MarcusTober Inside  story RANKING  FACTORS   2015   MOBILE   landscape  
  63. 63. #SMX #22c @MarcusTober Inside  story RANKING  FACTORS   2015   MOBILE   User  Experience   …like  a  hoverboard  on  water  
  64. 64. #SMX #22c @MarcusTober Inside  story RANKING  FACTORS   2015   MOBILE   Panel  –  2  page  view   scroll  
  65. 65. >>        searchmetrics.com/mobile2015        <<   Download  
  66. 66. #SMX #22c @MarcusTober THANK YOU! Join  us  @searchmetrics   slideshare.net/searchmetrics      

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