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Understanding The Mobile SEO Opportunity - SAScon Beta 2015


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Presentation for SAScon beta 2015 held in Manchester (MSU). This talk by Nick Wilsdon, Lead SEO at Vodafone Group, makes the case for a focus on Mobile SEO with the recent changes in Google and what steps brands need to consider.

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Understanding The Mobile SEO Opportunity - SAScon Beta 2015

  1. 1. Understanding The Mobile SEO Opportunity Nick Wilsdon Lead SEO, Vodafone Group
  2. 2. Interesting mobile data from Google 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% More often via smartphone than computer / tablet Equally via smartphone & computer / tablet
  3. 3. 55% of South African users 7% 1% 6% 4% 6% 34% 3% 6% 38% 1% 8% 1% 4% 55% 6% 17% 6% Only Access Internet On Mobile
  4. 4. Mobile Website vs. App – Who Wins? 88% 82% 12% 18% smartphone tablet app activity browser activity 30% 33% 37% favour apps favour mobile web equal Source: comScore –Oct 2014 Source: IAB– Dec 2014 52% of users in the IAB study admit clicking web links within apps – in our always-on world, can people tell the difference between app and mobile web?
  5. 5. Mobile web vs. app – new user journeys App indexing is not new, introduced in 2013 but it can now be used to index content on apps that are not installed on the user’s device When users click an app result, they will be prompted to open the application or download it. Available for Android & iOS – and in Bing indexing/introduction
  6. 6. Combined Mobile Search & App Experience Network Coverage Billing & Topup Device Support Personalised FAQs Account Support New opportunities for data driven (personalised) responses to searches = better user experience Choose user journey by search query or intent
  7. 7. Many Mobile Journey’s Are Broken 0% 20% 40% 60% 80% 100% 120% Question: Which device did you use to make your purchase Smartphone Tablet Computer
  8. 8. Which Explains Low Mobile Conversion Rate 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%)
  9. 9. 1 in 8 people in the UK have downloaded app Now 40%+ of orders come through the app 1% 27.5% 38.3% 40%+ 2012 2013 2014 2015 Dominos App Orders Increased use (on move) & reduced friction Get Inspired By Domino’s App Success Story
  10. 10. “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan*.” - Google – Inside Adwords Blog, May 2015 * Now confirmed that the UK was one of these countries - Eileen Naughton, Managing Director and VP for sales and operations in Google UK- Ireland / 15th June 2015 @nickwilsdon Mobile TippingPoint Arrived in May 2015
  11. 11. 11 30m users 30mln users 190 countries 750+ publishers
  12. 12. 12 7 December 2015 “Publishers are ready to ramp up content distribution on Facebook’s Instant Articles in the coming days” - The Wall StreetJournal –June 25th 2015
  13. 13. Expect More Carrots Than Sticks Google is busy pulling levers to increase the quality of their mobile results. This is a great opportunity for advertisers. • Google will be considering “high quality” apps a positive ranking factor in mobile search • Google experimenting with “Mobile Friendly” tag in PPC results – will this be rolled into Quality Score? • Now on Tap can navigate between apps and generate more information about the content in apps • All of this will drive app downloads and engagement with your brand
  14. 14. Areas to focus on for 2016Your Mobile SEO Checklists
  15. 15. 15 7 December 2015 Basic Mobile Checklist • Acceptable Mobile Configuration (passing Google’s Mobile Friendly Test) • Responsive Website Design (RWD) • Monitoring desktop/mobile rankings, traffic and conversions
  16. 16. Intermediate Mobile Checklist • Connect Android developer accounts with Google Search Console • Ensure you are tracking visits to and across app journeys • App Store Optimisation (ASO)
  17. 17. Advanced Mobile Checklist • Involve SEOs on user journey discussions (search data). Map out functionality • Focus on performance (page/app loading) and UX improvements • Allow Google API to crawl app, or create sitemap. Add in iOS app indexing SDK. • Think mobile-first on content strategies and campaigns
  18. 18. @NickWilsdon Thank You