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Adapt or Die: Designing for Google's Mobile First Index

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A presentation about the mobile first index for the Designing For Digital Conference 2017

Published in: Marketing

Adapt or Die: Designing for Google's Mobile First Index

  1. 1. John Leo Weber Director of Digital Marketing Geek Powered Studios Upasna Gautam Digital Marketing Manager Geek Powered Studios @johnleoweber @upasnagautam Adapt or Die: Designing For Google's Mobile-First Index
  2. 2. @johnleoweber What Is The Google Algorithm? A system used by Google to decide what information to show to a user on search result pages • Core Ranking Algorithm (approx. 10,000 signals) • Local Filters (Pigeon and Hummingbird) • Content Filter (Panda) • Link/Web Spam Filter (Penguin) • Rank Brain Machine Learning (Algorithmic Update)
  3. 3. @johnleoweber What About The Mobile First-Index? • Will be rolled out “sometime this year” • A website will be ranked in Google based on the mobile version of the website • If no mobile version of the website is found, the desktop version will be used for ranking
  4. 4. @johnleoweber Why Is Doing This? • More than 50% of Google searches are mobile • Frustrating for users when unable to access “full site” • Forces us to stop treating mobile as an afterthought • Aligns with other recent changes to SERPs
  5. 5. @johnleoweber If is modifying their own site for mobile, then we should, too…
  6. 6. @johnleoweber Back Then • 7 map-pack results • Side bar layout (designed for desktop) • 3 ads at top of page
  7. 7. @johnleoweber Now • 3 map-pack results • 1 column layout • 4 ads at top of page
  8. 8. @johnleoweber Who Will Be Affected? • m.website.com will be hit the hardest if the mobile site contains less content, meta, markup language, etc • PRO TIP: claim both example.com and m.example.com in Webmaster Tools • Fully responsive sites will be largely unaffected
  9. 9. @johnleoweber Why This Signals Massive Change
  10. 10. @johnleoweber The Universal Truths of Mobile • Less is more • Responsive does not mean treat both screens as the same • Your users aren’t thinking about what device they are on, so think for them •Tablets are NOT mobile devices •Speed Matters: “74% of users will bounce if your mobile website takes longer than 5 seconds to load.” -Simon Bolger, Google
  11. 11. @johnleoweber Just To Scare You!
  12. 12. @upasnagautam Mobile-First Checklist • Mobile Content and Navigation • Structured Data • Site Search • Form Entry • Usability Mobile users are very goal-oriented. They expect to be able to get what they need, immediately, and on their own terms.
  13. 13. @upasnagautam Mobile Content & Navigation •Focus your homepage on connecting users with content they’re looking for •CTAs are front and center •Keep menus short and sweet •Make it easy to get back to the homepage •Say no to app interstitials!
  14. 14. @upasnagautam Structured Data •Make sure to serve structured markup for both the desktop and mobile versions •Use Google’s Structured Data Testing Tool •Avoid adding large amounts of markup that isn’t relevant to the specific information/content of each document •Use robots.txt testing tool to verify that your mobile site is accessible to Googlebot
  15. 15. @upasnagautam Site Search •Make site search visible (don’t hide it in menus) •Ensure results are relevant •Use filters to narrow results •Guide users to better and/or similar results
  16. 16. @upasnagautam Form Entry •Streamline information entry •Choose simplest input •Design efficient forms
  17. 17. @upasnagautam Usability •Optimize your entire site for mobile •Don’t make users pinch-to-zoom •Tell users which orientation works best •Keep the user in a single browser
  18. 18. @upasnagautam Most important to keep in mind: Mobile users are goal-oriented. They expect to be able to get what they need, immediately, and on their own terms. Thank you! Questions? @johnleoweber

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