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Mobile SEO Opportunities in 2016 Increased Visibility, Performance and Quick Wins | Benchmark Search Conference 2016

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From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Nick Wilsdon, Vodafone - Mobile SEO Opportunities in 2016 Increased Visibility, Performance and Quick Wins. #benchmarkconf2016

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Mobile SEO Opportunities in 2016 Increased Visibility, Performance and Quick Wins | Benchmark Search Conference 2016

  1. 1. Mobile SEO Opportunities in 2016 Increased Visibility, Performance and Quick Wins • Nick Wilsdon • Lead SEO, Vodafone Group • @nickwilsdon
  2. 2. Mobile becoming the primary way users go online Source: Google https://www.consumerbarometer.com 0% 10% 20% 30% 40% 50% 60% 70% 80% Argentina Australia Austria Belgium Brazil Bulgaria Canada China Croatia CzechRepublic Denmark Estonia Finland France Germany Greece HongKong Hungary India Indonesia Ireland Israel Italy Japan Kenya SouthKorea Latvia Lithuania Malaysia Mexico Netherlands Nigeria NewZealand Norway Philippines Poland Portugal Romania Russia SaudiArabia Serbia Singapore Slovakia Slovenia SouthAfrica Spain Sweden Switzerland Taiwan Thailand Turkey UAE Ukraine UnitedKingdom USA Vietnam “I access the internet more often on smartphone than computer” UK 27% ZA 69%IN 57% @NickWilsdon
  3. 3. We are past the mobile tipping point @NickWilsdon
  4. 4. But few are using mobile devices to purchase 0% 20% 40% 60% 80% 100% 120% Argentina Australia Austria Belgium Brazil Bulgaria Canada China Croatia CzechRepublic Denmark Estonia Finland France Germany Greece HongKong Hungary India Indonesia Ireland Israel Italy Japan SouthKorea Latvia Lithuania Malaysia Mexico Netherlands NewZealand Norway Philippines Poland Portugal Romania Russia SaudiArabia Serbia Singapore Slovakia Slovenia SouthAfrica Spain Sweden Switzerland Taiwan Thailand Turkey UAE Ukraine UnitedKingdom USA Vietnam Which device do you use to make purchases? Smartphone Tablet Computer @NickWilsdon UK 7%
  5. 5. The worrying state of the mobile web Question: What do you tend to do when you run into problems using a website on a smartphone? • Continue to use the same site on a smartphone (15%) • Use the same site but on another device (50%) • Find another site that works better on a smartphone (24%) • Call or visit the store (7%) • Try the same site via a smartphone again at a later time (25%) @NickWilsdon
  6. 6. There are success stories out there 1 in 8 people in the UK have downloaded app Now 50%+ of orders come through the app 1% 27.5% 38.3% 40% 50% 2012 2013 2014 2015 2016 Dominos App Orders Won by marketing app & reducing friction @NickWilsdon
  7. 7. https://goo.gl/vwWhjj @NickWilsdon
  8. 8. 1st Pillar: Accelerate Google AMP @NickWilsdon • Good option for publishers • Opportunity for additional visibility in Google
  9. 9. 1st Pillar: Accelerate… Progressive Web Apps (PWA) Android Instant Apps @NickWilsdon pwa.rocks
  10. 10. 2nd Pillar: Engage App Indexing & Linking Voice Assistant Rich Cards Smart App Banners
  11. 11. 3rd Pillar: Convert Credential Management API CRO Forms are completed 25% more when autofill is available #io16 Web Payments @NickWilsdon
  12. 12. 4th Pillar: Retain Push Notifications Users who enabled push notifications opened those notifications 38% of the time and recovered carts 9x more often than other users - Google Study (Jumia) Over 10 billion push notifications are sent every day in Chrome, and it’s growing quickly @NickWilsdon
  13. 13. Android Native Solution (NEW) “I am excited to say that the mobile web is open for business” Rahul Roy-Chowdhury VP Product Management, Chrome #io16 2016 @NickWilsdon
  14. 14. Key steps in your mobile strategy Performance Responsive Web Design (RWD) Secure Web @NickWilsdon
  15. 15. Bypass development blocks with tag management goo.gl/K8prKA Create an SEO data layer to quickly take advantage of changes in this evolving field @NickWilsdon
  16. 16. Plan your long-term mobile strategy • Mobile-first often requires big changes to a digital business. Start the planning now. • Ensure SEO is getting credited with mobile/app traffic and conversions • Seek out cross-channel opportunities to build support for the transformation • Realise that mobile SEO can align and drive larger objectives across the business (e.g. customer experience) @NickWilsdon
  17. 17. Summary @NickWilsdon Understand the new techniques available to you within Mobile SEO Keep up-to-date with evolving mobile opportunities, not just within SEO Start planning your long-term mobile strategy to keep ahead of the traffic
  18. 18. @NickWilsdon Thank You

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