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Site Architecture for Multiscreen Users

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Optimizing your site for the new generation of multiscreen Internet users.

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Site Architecture for Multiscreen Users

  1. 1. Site Architecture for Multiscreen UsersNext-Generation Site ArchitectureBryson MeunierResolution MediaDirector, SEO StrategyNew York | March 25–28 #SESNY
  2. 2. New York| March 25–28, 2013 | #SESNYSite Architecture in the 1990s @brysonmeunier
  3. 3. New York| March 25–28, 2013 | #SESNYSite Architecture Today @brysonmeunier
  4. 4. New York| March 25–28, 2013 | #SESNYMultiscreen user is here. Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
  5. 5. New York| March 25–28, 2013 | #SESNYRKG: 1 in 4 Google searches is mobile @brysonmeunier
  6. 6. New York| March 25–28, 2013 | #SESNYMobile Internet Usage Doubling Every Year @brysonmeunier
  7. 7. New York| March 25–28, 2013 | #SESNYGoogle: Mobile = 40% of Searches in India (2011) @brysonmeunier 7
  8. 8. New York| March 25–28, 2013 | #SESNYGoogle: Mobile Search will be bigger than Desktop• “Mobile search is definitely going to surpass desktop search. The lines will pass, and I think they’ll pass before anyone thought they would.”– Scott B. Huffman, Google Engineering Director who leads the search evaluation team and works on mobile search Source: http://www.nytimes.com/2011/04/25/technology/25mobile.html @brysonmeunier
  9. 9. New York| March 25–28, 2013 | #SESNYKelsey Group: Mobile Search will be bigger than Desktop in 2015 Source: http://www.biakelsey.com/company/press-releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp @brysonmeunier
  10. 10. New York| March 25–28, 2013 | #SESNY3 Options for Mobile configuration (Per Google) Responsive web design: Same HTML & URLs, different layout Dynamic serving: Same URLs, potentially different HTML through device detection Dedicated mobile sites: Different URLs, Different HTML @brysonmeunier
  11. 11. New York| March 25–28, 2013 | #SESNYPopular wisdom about mobile configurations Source: http://www.stateofsearch.com/wp-content/uploads/2013/01/mobile-seo-site-architecture-flowchart.jpg @brysonmeunier 1
  12. 12. New York| March 25–28, 2013 | #SESNYDoesn’t Google prefer Responsive Web Design? @brysonmeunier 1
  13. 13. New York| March 25–28, 2013 | #SESNYYes, if it’s the right solution for the user• “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.”• “If responsive design is not the best option to serve your users, Google supports serving your content using different HTML. The different HTML can be on the same URL (a setup called dynamic serving) or on different URLs, and Googlebot can handle both setups appropriately if you follow our setup recommendations.” Full details at @brysonmeunier
  14. 14. New York| March 25–28, 2013 | #SESNYGoogle On Mobile URLs and Dynamic Serving “Googlebot can handle both setups appropriately if you follow our setup recommendations.” @brysonmeunier
  15. 15. New York| March 25–28, 2013 | #SESNYGoogle On Mobile URLs and Dynamic Serving @brysonmeunier
  16. 16. New York| March 25–28, 2013 | #SESNYIs responsive web design best for your users? @brysonmeunier
  17. 17. New York| March 25–28, 2013 | #SESNY1. Mobile users well-served by current IA? @brysonmeunier
  18. 18. New York| March 25–28, 2013 | #SESNY1. Mobile users well-served by current IA? @brysonmeunier
  19. 19. New York| March 25–28, 2013 | #SESNY1. Mobile users well-served by current IA? @brysonmeunier
  20. 20. New York| March 25–28, 2013 | #SESNY1. Mobile users well-served by current IA? @brysonmeunier
  21. 21. New York| March 25–28, 2013 | #SESNY2. Mobile users use same keywords as desktop? @brysonmeunier
  22. 22. New York| March 25–28, 2013 | #SESNY2. Mobile users use same keywords as desktop? @brysonmeunier
  23. 23. New York| March 25–28, 2013 | #SESNY2. Mobile users use same keywords as desktop? @brysonmeunier
  24. 24. New York| March 25–28, 2013 | #SESNY3. Mobile-only features won’t help users? @brysonmeunier
  25. 25. New York| March 25–28, 2013 | #SESNY3. Mobile-only features won’t help users? @brysonmeunier
  26. 26. New York| March 25–28, 2013 | #SESNY4. Audience uses smartphones?=158 million visitors and 98 billion pageviews from featurephone users in Opera alone in December 2012 Source: http://business.opera.com/smw/2012/12/ @brysonmeunier
  27. 27. New York| March 25–28, 2013 | #SESNY5. Speed not important to conversions? @brysonmeunier
  28. 28. New York| March 25–28, 2013 | #SESNY5. Speed not important to conversions? “You can’t escape this fact. A responsive website tuned to perform the best it can would not be as fast as a dedicated mdot site tuned equally well. Or more realistically, an average responsive website would always be slower than an average mdot site.” Guy Podjarny, Akamai Chief Product Architect Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there-i-said-it/ Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there- i-said-it/ @brysonmeunier
  29. 29. New York| March 25–28, 2013 | #SESNYResponsive is No Silver Bullet for SEO Success @brysonmeunier
  30. 30. New York| March 25–28, 2013 | #SESNYWhat about JavaScript?• URL serves the • Different HTML • Same HTML but same contents via server JS is dynamically (HTML, CSS, served with Javascript, an <script> based on image) to all user agent devicesJavaScript- Combined Dynamically-Adaptive Detection Served Use Vary HTTP Header Source: https://developers.google.com/webmasters/smartphone-sites/javascript @brysonmeunier
  31. 31. New York| March 25–28, 2013 | #SESNYUse Switchboard tags with Mobile URLs Image Source: Sherwood Stranieri For 25 more visit @brysonmeunier 3
  32. 32. New York| March 25–28, 2013 | #SESNYUse Vary HTTP Header with Dynamic Serving For information on Akamai issues visit @brysonmeunier 3
  33. 33. New York| March 25–28, 2013 | #SESNYDo Not Block GooglebotMobile or Otherwise! For 25 more visit @brysonmeunier 3
  34. 34. New York| March 25–28, 2013 | #SESNYThank you!Bryson MeunierDirector, SEO StrategyResolution Mediabmeunier@resolutionmedia.comhttp://www.brysonmeunier.com Scan to visit m.brysonmeunier.comhttp://www.resolutionmedia.com@brysonmeunier+Bryson Meunier @brysonmeunier

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