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Enterprise SEO
Mobile Briefing 2016
• Nick Wilsdon
• Lead SEO, Vodafone Group
• @nickwilsdon
22 Country Markets
70 Partner Country Markets
$43.2 billion Revenue Per Year
446 million mobile customers
93,000 employees...
Mobile becoming the primary way users go online
Source: Google https://www.consumerbarometer.com
0%
10%
20%
30%
40%
50%
60...
We are past the mobile tipping point
@NickWilsdon
But few are using mobile devices to purchase
0%
20%
40%
60%
80%
100%
120%
Argentina
Australia
Austria
Belgium
Brazil
Bulga...
The worrying state of the mobile web
Question: What do you tend to do when you run
into problems using a website on a smar...
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%...
8
Competition for mobile web is fierce
@NickWilsdon
https://goo.gl/vwWhjj
@NickWilsdon
1st Pillar: Accelerate
Google AMP
Progressive Web Apps (PWA)
Android InstantApps
@NickWilsdon
2nd Pillar: Engage
App Indexing & Linking
Voice Assistant
Rich Cards Smart App Banners
3rd Pillar: Convert
Credential ManagementAPI
CRO
Forms are completed 25% more
when autofill is available
#io16
Web Payment...
4th Pillar: Retain
Push Notifications
Users who enabled push
notifications opened those
notifications 38% of the time and
...
Android Native Solution (NEW)
“I am excited to say that
the mobile web is open
for business”
Rahul Roy-Chowdhury
VP Produc...
Key steps in your mobile strategy
Performance
Responsive Web Design (RWD)
Secure Web
@NickWilsdon
Bypass development blocks with tag management
goo.gl/K8prKA
Create an SEO data layer to quickly
take advantage of changes ...
Data drives your business cases
• Know your business data by
platform
• Ensure SEO is getting credited
with mobile/app tra...
Summary
@NickWilsdon
Understand and follow mobile trends, especially within your business vertical
Keep up-to-date with ev...
@NickWilsdon
Thank You
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Enterprise SEO - Mobile SEO Briefing 2016

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Presentation given at SAScon 2016, held at Manchester University Business School. An overview of recent mobile SEO updates, including Google I/O Conference announcements.

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Enterprise SEO - Mobile SEO Briefing 2016

  1. 1. Enterprise SEO Mobile Briefing 2016 • Nick Wilsdon • Lead SEO, Vodafone Group • @nickwilsdon
  2. 2. 22 Country Markets 70 Partner Country Markets $43.2 billion Revenue Per Year 446 million mobile customers 93,000 employees Source: Vodafone Annual Report 2015
  3. 3. 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
  4. 4. We are past the mobile tipping point @NickWilsdon
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 8 Competition for mobile web is fierce @NickWilsdon
  9. 9. https://goo.gl/vwWhjj @NickWilsdon
  10. 10. 1st Pillar: Accelerate Google AMP Progressive Web Apps (PWA) Android InstantApps @NickWilsdon
  11. 11. 2nd Pillar: Engage App Indexing & Linking Voice Assistant Rich Cards Smart App Banners
  12. 12. 3rd Pillar: Convert Credential ManagementAPI CRO Forms are completed 25% more when autofill is available #io16 Web Payments @NickWilsdon
  13. 13. 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
  14. 14. 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
  15. 15. Key steps in your mobile strategy Performance Responsive Web Design (RWD) Secure Web @NickWilsdon
  16. 16. 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
  17. 17. Data drives your business cases • Know your business data by platform • Ensure SEO is getting credited with mobile/app traffic and conversions • Understand cross-channel opportunities to build alliances within your business • Realise that mobile SEO can align and drive larger objectives across the business @NickWilsdon
  18. 18. Summary @NickWilsdon Understand and follow mobile trends, especially within your business vertical Keep up-to-date with evolving mobile opportunities, not just within SEO Develop your long-term mobile strategy based on data and business alliances
  19. 19. @NickWilsdon Thank You

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