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June 23–25, 2015
#CZLTO | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
Lov...
June 23–25, 2015
#CZLTO | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
My Own WTFMobileWeb.com
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
The Good News
It’s never too late to improve
your experience for mo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
HOW BIG IS THE MOBILE
SEARCH OPPORTUNITY?
Love at First Site: Optim...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
73% of Population Uses a Mobile Phone
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Putting 73% in Perspective
Activity % of Global Population
that Eng...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Canada #30 in Global Mobile Web Traffic
Source: http://wearesocial....
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
In 2015, More Canadian Internet Use on Mobile Than Computer
49%
51%...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
“More Google searches take place on
mobile devices than on computer...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Local Most Important for Mobile Search
88% of smartphone users
sear...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
What Else Do Mobile Searchers Look For?
Source: Google Canada Niels...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Search Categories Vary by Time of Day
Source: Google Canada Nielsen...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
80% of Mobile Searches Occur When a Computer is Available
Source: G...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Mobile Search Categories Vary by Search Location
Source: Google Can...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Use Keyword Tool to Estimate Mobile Search Opportunity
https://adwo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Use Keyword Tool to Estimate Mobile Search Opportunity
https://adwo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Use Keyword Tool to Estimate Mobile Search Opportunity
https://adwo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Use Keyword Tool to Estimate Mobile Search Opportunity
https://adwo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Use Keyword Tool to Estimate Mobile Search Opportunity
https://adwo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Use Keyword Tool to Estimate Mobile Search Opportunity
https://adwo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Use Keyword Tool to Estimate Mobile Search Opportunity
https://adwo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
“Near Me” Searches Doubled in Past Year
Source: Google Trends:
http...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
HOW DO I BUILD A MOBILE SITE?
Love at First Site: Optimizing Your W...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
How do I build a house?
Grandma DIYer Architect
Answer Varies by Au...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
How do I build a house?
Mansion Simple Mud Hut
Answer Varies by Need
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
How do I build a mobile site?
Small Business Web Savvy Big Brand
An...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
How do I build a mobile site?
Complex site
architecture/business
go...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
3 Basic Options for Mobile Site Configuration
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
All three options can be great for SEO.
Some better than others dep...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Bidirectional annotations for m dot sites
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Vary HTTP Header For Adaptive Sites
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Responsive Tablet Sites
Do not build a separate
tablet-optimized si...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
No Responsive For Feature Phone Sites
Google does not
recommend
res...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Pay Special Attention to Responsive Page Speed
Akamai Webinar on Ma...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Pay Special Attention to Responsive Page Speed
Akamai Webinar on Ma...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Many Ways to Mobile-Friendly
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
1. Configure the Viewport
<meta name=viewport content="width=device...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
2. Size Content to Viewport
Google Guide to Sizing Content to Viewp...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
3. Use Legible Font Size
Google Guide to Using Legible Font Sizes:
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
4. Space Touch Elements Properly
Google Guide to Sizing Tap Targets...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
5. Don’t Use Software that Doesn’t Work on Phones
Google Guide to A...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
ADDITIONAL DEMOTIONS
Love at First Site: Optimizing Your Website fo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
1. Avoid Interstitials
Google Guide to Common Mobile SEO Mistakes:
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
2. Ban Mobile-Only 404s
Google Guide to Common Mobile SEO Mistakes:
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
3. Ban Irrelevant Mobile Homepage Redirects
Google Guide to Common ...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
4. Don’t Block Important Content with Robots.txt
Google Guide to Co...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
5. Must Load Quickly for Mobile Searchers
Google Guide to Common Mo...
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Celebrate the Leafs!
@brysonmeunier
June 23–25, 2015 | #CZLTO | @ClickZLive
Thank you!
• Questions?
• Contact me:
– @brysonmeunier
– bryson.meu...
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Optimizing Your Website for Mobile Search

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Presentation from ClickZ Toronto 2015 on why and how to optimize your website to take advantage of mobile searchers.

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Optimizing Your Website for Mobile Search

  1. 1. June 23–25, 2015 #CZLTO | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers Love at First Site Optimizing your Website for Mobile Search Bryson Meunier Vivid Seats SEO Director
  2. 2. June 23–25, 2015 #CZLTO | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
  3. 3. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive
  4. 4. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive My Own WTFMobileWeb.com
  5. 5. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive The Good News It’s never too late to improve your experience for mobile web searchers.
  6. 6. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive HOW BIG IS THE MOBILE SEARCH OPPORTUNITY? Love at First Site: Optimizing Your Website for Mobile Search
  7. 7. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 73% of Population Uses a Mobile Phone
  8. 8. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Putting 73% in Perspective Activity % of Global Population that Engages Breathing 100% Having a Home 98.5% Owning a Mobile Phone 73% Having Brown Eyes 55% Using the Internet 39.30% Using Facebook 19.86% Watching 2015 Super Bowl 1.60%
  9. 9. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Canada #30 in Global Mobile Web Traffic Source: http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/
  10. 10. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive In 2015, More Canadian Internet Use on Mobile Than Computer 49% 51% Internet Usage in Canada by Device Computer Mobile Source: comScore January 2015
  11. 11. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Source: Google, May 5, 2015: http://adwords.blogspot.com/2015/05/building-for-next-moment.html
  12. 12. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Local Most Important for Mobile Search 88% of smartphone users search for local information Source: Google, “Going Local: How Advertisers Can Extend Their Relevance With Search”, May 2014: https://www.thinkwithgoogle.com/articles/how-advertisers-can-extend-their-relevance-with-search.html
  13. 13. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive What Else Do Mobile Searchers Look For? Source: Google Canada Nielsen Mobile Search Moments 2015: https://think.storage.googleapis.com/docs/mobile-search-moments-canada.pdf
  14. 14. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Search Categories Vary by Time of Day Source: Google Canada Nielsen Mobile Search Moments 2015: https://think.storage.googleapis.com/docs/mobile-search-moments-canada.pdf
  15. 15. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 80% of Mobile Searches Occur When a Computer is Available Source: Google Canada Nielsen Mobile Search Moments 2015: https://think.storage.googleapis.com/docs/mobile-search-moments-canada.pdf
  16. 16. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Mobile Search Categories Vary by Search Location Source: Google Canada Nielsen Mobile Search Moments 2015: https://think.storage.googleapis.com/docs/mobile-search-moments-canada.pdf
  17. 17. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Use Keyword Tool to Estimate Mobile Search Opportunity https://adwords.google.com/KeywordPlanner
  18. 18. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Use Keyword Tool to Estimate Mobile Search Opportunity https://adwords.google.com/KeywordPlanner
  19. 19. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Use Keyword Tool to Estimate Mobile Search Opportunity https://adwords.google.com/KeywordPlanner
  20. 20. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Use Keyword Tool to Estimate Mobile Search Opportunity https://adwords.google.com/KeywordPlanner
  21. 21. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Use Keyword Tool to Estimate Mobile Search Opportunity https://adwords.google.com/KeywordPlanner
  22. 22. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Use Keyword Tool to Estimate Mobile Search Opportunity https://adwords.google.com/KeywordPlanner
  23. 23. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Use Keyword Tool to Estimate Mobile Search Opportunity https://adwords.google.com/KeywordPlanner
  24. 24. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive “Near Me” Searches Doubled in Past Year Source: Google Trends: https://www.google.com/trends/explore#q=%22near%20me%22&geo=CA&date=today%2012- m&cmpt=q&tz=Etc%2FGMT%2B5
  25. 25. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive HOW DO I BUILD A MOBILE SITE? Love at First Site: Optimizing Your Website for Mobile Search
  26. 26. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive How do I build a house? Grandma DIYer Architect Answer Varies by Audience
  27. 27. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive How do I build a house? Mansion Simple Mud Hut Answer Varies by Need
  28. 28. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive How do I build a mobile site? Small Business Web Savvy Big Brand Answer Varies by Audience
  29. 29. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive How do I build a mobile site? Complex site architecture/business goals Need simple site that is optimized for mobile search engines Just want a few pages optimized for mobile search Answer Varies by Need
  30. 30. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 3 Basic Options for Mobile Site Configuration
  31. 31. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive All three options can be great for SEO. Some better than others depending on the audience and need.
  32. 32. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive
  33. 33. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Bidirectional annotations for m dot sites
  34. 34. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Vary HTTP Header For Adaptive Sites
  35. 35. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Responsive Tablet Sites Do not build a separate tablet-optimized site – Use Responsive Design if possible Follow Google Guidelines for Tablets:
  36. 36. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive No Responsive For Feature Phone Sites Google does not recommend responsive web design if site is intended for users of feature phones
  37. 37. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Pay Special Attention to Responsive Page Speed Akamai Webinar on Making Responsive Sites Fast: 13 seconds for above the fold content at NBCNews.com Google recommends above the fold content load in less than 1 second
  38. 38. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Pay Special Attention to Responsive Page Speed Akamai Webinar on Making Responsive Sites Fast:
  39. 39. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Many Ways to Mobile-Friendly
  40. 40. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 1. Configure the Viewport <meta name=viewport content="width=device-width, initial-scale=1"> Google Guide to Configuring Viewport:
  41. 41. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 2. Size Content to Viewport Google Guide to Sizing Content to Viewport:
  42. 42. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 3. Use Legible Font Size Google Guide to Using Legible Font Sizes:
  43. 43. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 4. Space Touch Elements Properly Google Guide to Sizing Tap Targets Appropriately: “The average adult finger pad size is about 10mm wide (a bit less than half an inch), and the Android UI guidelines recommend a minimum tap target size of roughly 7mm, or 48 CSS pixels on a site with a properly-set mobile viewport.”
  44. 44. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 5. Don’t Use Software that Doesn’t Work on Phones Google Guide to Avoiding Plugins:
  45. 45. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive ADDITIONAL DEMOTIONS Love at First Site: Optimizing Your Website for Mobile Search
  46. 46. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 1. Avoid Interstitials Google Guide to Common Mobile SEO Mistakes:
  47. 47. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 2. Ban Mobile-Only 404s Google Guide to Common Mobile SEO Mistakes:
  48. 48. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 3. Ban Irrelevant Mobile Homepage Redirects Google Guide to Common Mobile SEO Mistakes:
  49. 49. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 4. Don’t Block Important Content with Robots.txt Google Guide to Common Mobile SEO Mistakes:
  50. 50. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive 5. Must Load Quickly for Mobile Searchers Google Guide to Common Mobile SEO Mistakes:
  51. 51. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Celebrate the Leafs!
  52. 52. @brysonmeunier June 23–25, 2015 | #CZLTO | @ClickZLive Thank you! • Questions? • Contact me: – @brysonmeunier – bryson.meunier@gmail.com

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