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The Mobile SEO
Opportunity in 2016
• Nick Wilsdon
• Lead SEO, Vodafone Group
• @nickwilsdon
22 Country Markets
55 Partner Markets
$43.2 billion Revenue Per Year
446 million mobile customers
93,000 employees
Source:...
Mobile becoming the primary way users go online
Source: Google https://www.consumerbarometer.com
0%
10%
20%
30%
40%
50%
60...
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
https://goo.gl/vwWhjj
1st Pillar: Accelerate
Performance
Responsive Web Design (RWD)
Secure Web
1st Pillar: Accelerate…continued
Google AMP Progressive Web Apps (PWA)
Android InstantApps
AMP Cache
2nd Pillar: Engage
Smart App Banners
App Deep Linking
Google Voice Assistant
20% of US mobile
searches are now
done by voi...
3rd Pillar: Convert
Credential ManagementAPI
CRO
Forms are completed 25% more
when autofill is available
#io16
Web Payments
4th Pillar: Retain
Push Notifications
• Push Notifications allow you to connect with users
even when the browser is not ru...
Android Native Solution (NEW)
“I am excited to say that
the mobile web is open
for business”
Rahul Roy-Chowdhury
VP Produc...
Summary
The mobile web is broken – performance, UI and SEO
Trends prove that “mobile first” approach is only future-proof ...
@NickWilsdon
Thank You
The Mobile SEO Opportunity in 2016 - Covering Mobile Announcements from Google I/O Conference
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The Mobile SEO Opportunity in 2016 - Covering Mobile Announcements from Google I/O Conference

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Presented at Figaro Digital's Paid Search and SEO Seminar, held at the Hospital Club London June 2nd 2016. The state of mobile globally for brands, the opportunity and some of the tools or techniques available to help brands become mobile first.

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The Mobile SEO Opportunity in 2016 - Covering Mobile Announcements from Google I/O Conference

  1. 1. The Mobile SEO Opportunity in 2016 • Nick Wilsdon • Lead SEO, Vodafone Group • @nickwilsdon
  2. 2. 22 Country Markets 55 Partner 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”
  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
  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%)
  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 Increased mobile search & reduced friction
  7. 7. 8 Competition for mobile web is fierce
  8. 8. https://goo.gl/vwWhjj
  9. 9. 1st Pillar: Accelerate Performance Responsive Web Design (RWD) Secure Web
  10. 10. 1st Pillar: Accelerate…continued Google AMP Progressive Web Apps (PWA) Android InstantApps AMP Cache
  11. 11. 2nd Pillar: Engage Smart App Banners App Deep Linking Google Voice Assistant 20% of US mobile searches are now done by voice Google Home
  12. 12. 3rd Pillar: Convert Credential ManagementAPI CRO Forms are completed 25% more when autofill is available #io16 Web Payments
  13. 13. 4th Pillar: Retain Push Notifications • Push Notifications allow you to connect with users even when the browser is not running • Useful for alerting users to changes in dynamic information or e-commerce alerts • Over 10 billion push notifications are sent every day in Chrome, and it’s growing quickly • Users who enabled push notifications opened those notifications 38% of the time and recovered carts 9x more often than other users (source: Jumia)
  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
  15. 15. Summary The mobile web is broken – performance, UI and SEO Trends prove that “mobile first” approach is only future-proof option New techniques to increase mobile performance and conversion Take practical steps now to build your mobile strategy
  16. 16. @NickWilsdon Thank You

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