Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SMX 2017 SEO for Google's Mobile-First Index by Nick Wilsdon

575 views

Published on

Presentation by Nick Wilsdon, focusing on several areas of opportunity that have been impacted by Google's Mobile-First approach, with use case studies. Work in these areas will generate visibility, sales and conversion in an increasingly mobile-first world.

Published in: Mobile
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

SMX 2017 SEO for Google's Mobile-First Index by Nick Wilsdon

  1. 1. #SMX #11A @NickWilsdon SEO for Google’s Mobile-First Index 4 Ways Mobile- First Is Impacting Vodafone
  2. 2. #SMX #11A @NickWilsdon § 18 years in SEO § Led agency departments within Havas and Dentsu § Managing the global SEO program at Vodafone since 2014 § 22 markets and 63 partner markets § Commercial and Enterprise Why should you listen to me?
  3. 3. #SMX #11A @NickWilsdon § Opportunity to gain visibility within desktop and mobile results § HubSpot found CTR increased by over 114% for pages with featured snippet § Study of 850,000 results, 19% now had featured snippets § Google preparing for voice search and AI first Winning featured snippets
  4. 4. #SMX #11A @NickWilsdon goo.gl/zren44 goo.gl/sDzsQy Essential reading on featured snippets
  5. 5. #SMX #11A @NickWilsdon Improving local search data § 4/5 consumers conduct local searches § Looking for business hours (54%) and addresses (50%) § Hard to determine who owns local search within a business § Essential to manage the local data layer for voice and AI-first search
  6. 6. #SMX #11A @NickWilsdon Why should you listen to me? Resulted in +30% increase in impressions for the store listing
  7. 7. #SMX #11A @NickWilsdon goo.gl/JCrtZZ Local data optimisation works § Huge maintenance issue, software partners are essential § Local store schema (JSON-LD) can be added via the tag manager (GTM) to speed up process § Photography is important, especially 360° § Testing has shown increases of +136% for store visitsYoY
  8. 8. #SMX #11A @NickWilsdon goo.gl/nOe49v Dynamic links or deep deferred links
  9. 9. #SMX #11A @NickWilsdon Dynamic links improve user journeys § Focusing on terms that relate to app functionality, i.e. MyVodafone, top up or online recharge § Reducing need for expensive PPC campaigns to push app downloads and engagement § Placing dynamic links into existing user journeys, to reduce friction
  10. 10. #SMX #11A @NickWilsdon +27% MobileTraffic Taking advantage of AMP
  11. 11. #SMX #11A @NickWilsdon § Performance program is important – AMP is no silver bullet! § Best-practice needs to be installed through the business § HTTPS / HTTP/2 deployment § Comprehensive measurement, beyond the home-page and location/device specific While keeping the focus on performance
  12. 12. #SMX #11A @NickWilsdon Summary Winning the featured snippets Improving local store data Using dynamic links Taking advantage of AMP
  13. 13. #SMX #11A @NickWilsdon LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

×