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Mobile Strategy for the Advanced SEO By Michael Martin

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From the SMX East 2014 Conference in New York City, NY. SESSION: What SEOs Should Be Doing With Mobile . PRESENTATION: Mobile Strategy for the Advanced SEO - Given by Michael Martin, @Mobile_Martin, SEO Manager - Covario. #SMX #21C

Published in: Mobile

Mobile Strategy for the Advanced SEO By Michael Martin

  1. 1. / COVARIO MOBILE STRATEGY FOR THE ADVANCED SEO By: Michael Mar4n PMP, Senior SEO Manager @mobile__mar>n (2 underscores) @covario
  2. 2. MOBILE SEARCH EXPANSION Percentage Use Worldwide Percentage of Search Mobile Search is now 40% of all search in 2014 Percentage of Internet Use Worldwide of Search @mobile__mar>n (2 underscores) @covario 2 / ©2014 Covario, Inc. All rights reserved.
  3. 3. THE MOBILE SEARCH RESULT DIFFERENCE Localized Terms (pizza, gas, store, police, zoo, hospital, phone, etc.) 41.7% of results are the same on a desktop vs. mobile 3 / ©2014 Covario, Inc. All rights reserved. Generic Terms (laptop, servers, desktop, google, apple, windows, etc.) 26.5% of results are the same on a desktop vs. mobile 58.3% Variance in Results from Desktop vs. Mobile 73.5% Variance in Results from Desktop vs. Mobile @mobile__mar>n (2 underscores) @covario
  4. 4. MOBILE STRATEGY EVOLUTION FOR SEARCH @mobile__mar>n (2 underscores) @covario 4 / ©2014 Covario, Inc. All rights reserved.
  5. 5. ADDRESS SPEED AND USABILITY @mobile__mar>n (2 underscores) @covario 5 / ©2014 Covario, Inc. All rights reserved.
  6. 6. MOBILE KEYWORD IDENTIFICATION @mobile__mar>n (2 underscores) @covario 6 / ©2014 Covario, Inc. All rights reserved.
  7. 7. MOBILE KEYWORD INTENT FROM DATA ü Stock of product available nearby ü Top X products/services ü Reviews (especially locally/friends) ü Videos and interac4ons with products ü Click to call and loca4ons @mobile__mar>n (2 underscores) @covario 7 / ©2014 Covario, Inc. All rights reserved.
  8. 8. RWD RESULTS – YEAR OVER YEAR Mobile SEO Traffic -­‐ +81% Mobile Rankings -­‐ +1 Conversions -­‐ +23% 12 Months aer RWD implemented from m. or non-­‐mobile version Sample Set = 2,124,768 pages @mobile__mar>n (2 underscores) @covario 8 / ©2014 Covario, Inc. All rights reserved.
  9. 9. AVERAGE MOBILE RESULTS – NON SEO -­‐ YOY Mobile Traffic -­‐ +75% Mobile Rankings -­‐ +1 Conversions -­‐ +17% Intelligent Posi4oning, Smart Insights and Covario data @mobile__mar>n (2 underscores) @covario 9 / ©2014 Covario, Inc. All rights reserved.
  10. 10. DYNAMIC/ADAPTIVE SERVING RESULTS -­‐ YOY Mobile SEO Traffic -­‐ +167% Mobile Rankings -­‐ +3 Conversions -­‐ +82% 12 Months aer dynamic serving was implemented from a responsive web design or separate mobile instance Sample Set = 1,322,198 pages @mobile__mar>n (2 underscores) @covario 10 / ©2014 Covario, Inc. All rights reserved.
  11. 11. CROSS DEVICE SEO @mobile__mar>n (2 underscores) @covario 11 / ©2014 Covario, Inc. All rights reserved.
  12. 12. ADVANCED ACTIONABLE INSIGHTS ü RWD for scale & dynamic for hub pages ü Dynamic/Adap4ve should be used if mobile intent is significantly different than desktop ü Mobile SEO can only be applied to dynamic serving & separate instance implementa4ons ü Your website should adapt than respond @mobile__mar>n (2 underscores) @covario 12 / ©2014 Covario, Inc. All rights reserved.
  13. 13. @mobile__mar>n (2 underscores) @covario 13 / © 2014 Covario, Inc. All rights reserved.

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