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Mobile SEO: Closing the Mobile Search Strategy Gap

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Future of mobile search presentation at SearchFest in 2016.

Published in: Mobile
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  • Interesting Presentation. You should watch our also http://www.slideshare.net/mohitlakhmani123/facebook-for-marketing-61527452
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  • Hi Justin, I love your presentation- it has been very helpful in running a mobile audit for a client. Would you be able to share where you found that checklist content skews mobile?
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  • Annu foundation Shop no.6 , 2nd floor Gangania complex Sikanderpur Ghosi Contact : Harish Kumar Insa 8010106786,9560966767 www.annufoundation.org www.annufoundation.blogspot.in Looking for Nurse. Home nurse required for long term. Patient is Male and bed ridden Both female and male nurses are preferable.. Based at Gurgaon, Haryana, our organization is engaged in rendering Manpower Services to the clients. We provide Domestic Maids & Servants, Cooks, Drivers, Security Guards, Gunmen and Pa
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Mobile SEO: Closing the Mobile Search Strategy Gap

  1. 1. Justin Briggs (@JustinRBriggs) -- Founder & CEO at Briggsby -- Obsessed with search -- Filmmaker -- Portland Say Hello: Hello@Briggsby.com
  2. 2. Get Slides: Briggsby.com/searchfest-2016
  3. 3. There is a strategy gap in mobile search
  4. 4. Mobile-friendly & ASO…
  5. 5. Somewhere between 2001 SEO &
  6. 6. My touch targets aren’t big enough…
  7. 7. Opening your door isn’t a strategy
  8. 8. It’s hardly a tactic…
  9. 9. What about the future of mobile?
  10. 10. App Indexing, AMP, Personal Assistants, Voice, & Predictive
  11. 11. Let’s be serious, this stuff is great for some, but…
  12. 12. It’s just a distraction for many businesses
  13. 13. “However beautiful the strategy, You should occasionally look at results.” -Winston Churchill
  14. 14. Let’s close this strategy gap
  15. 15. Search is mobile
  16. 16. 0% 10% 20% 30% 40% 50% 60% B2B Services Consumer E-Commerce Consumer Communities Small, Local Biz Mobile Users by Site Type (Feb 2016)
  17. 17. Start thinking usage differences by segments (user and content)
  18. 18. Percentage of Mobile Searches by Keywords in Adwords via “Mobile Trends”
  19. 19. Most of us are still doing our job on a desktop
  20. 20. Strive to do better
  21. 21. Start using many different devices
  22. 22. Look at Top Operating Systems in your web analytics
  23. 23. Consider device, OS, & screen size
  24. 24. Lost Traffic Due to Poor UX Average Mobile Bounce Rate: 47% Page Type Annual Traffic Bounce Rate Lost Traffic Category Pages 1,035,927 56% 93,233 Article Pages 506,381 49% 10,127 Product Pages 490,600 68% 103,026 Store Pages 200,016 42% (N/A) Lost Traffic = Annual Traffic * (Current Bounce Rate – Goal Bounce Rate)
  25. 25. Develop a culture of mobile
  26. 26. Always slice by device
  27. 27. Understanding “Mobile Moments”
  28. 28. A point in time & space when someone pulls out a mobile device to get what he or she wants immediately, in context
  29. 29. I-want-to-know moments • Research • Facts • Education • Second screen • How, why, & what • Video I-want-to-go moments • Local • “Near me” • Planning trip • Where & when • Offline I-want-to-do moments • Planning • Tasks & actions • Problem solving • Product help • Video I-want-to-buy moments • Reviews • In-store • Price comparison • Product comparison • Research
  30. 30. Next Page Path Analysis (Homepage) Page Type Desktop Mobile Category Pages 40% 20% Article Pages 15% 10% Product Pages 35% 30% Store Pages 10% 40% Demonstrates differences in intent & goals
  31. 31. Find rank data by device type in GSC
  32. 32. Use VLOOKUP to do an apples-to-apples comparison VLOOKUP Categorize Keywords
  33. 33. May not be meeting mobile intent on keywords with poor performance
  34. 34. Modify strategy to align content to mobile moments
  35. 35. Checklist content skews mobile
  36. 36. They often solve important mobile moments
  37. 37. “Which ingredients do I need to buy?”
  38. 38. “What should I pack for trip to London?”
  39. 39. “What gear do I need to camp in the cold?”
  40. 40. “What do I need to do when moving?”
  41. 41. Optimize “mobile moment” content for mobile usage Checkbox makes “app like” Strike & fade provides value add Touch targets for mobile
  42. 42. Video micro-moments play a significant role in mobile search
  43. 43. Searches related to “how-to” are up 70% year over year on YouTube
  44. 44. Around 50% of YouTube views are mobile
  45. 45. YouTube accounts for 18% of all mobile traffic data
  46. 46. YouTube average session length is now more than 40 minutes on mobile
  47. 47. Sessions often begin with a search, but most time is spent browsing
  48. 48. Thumbnails are key to keeping engagement high
  49. 49. Create consistent branded elements on thumbnails to keep viewers engaged
  50. 50. Increase the saturation 20%-30% to attract attention and clicks
  51. 51. Slightly over-sharpen thumbnails to improve visual experience on small thumbnails
  52. 52. Repeat text elements from the video title
  53. 53. Use faces and emotion to connect to users & entice clicks
  54. 54. Turning moments into dollars
  55. 55. Addressing “poor” conversion performance
  56. 56. Mobile users = desktop users
  57. 57. Web tracking is flawed
  58. 58. Average Page views for Desktop converting sessions Average Session Duration for Desktop converting sessions Source: https://www.youtube.com/watch?v=RAtEdWxARIU
  59. 59. Source: https://www.youtube.com/watch?v=RAtEdWxARIU Percentage of Desktop conversions by new users
  60. 60. Users are researching & engaging on mobile first
  61. 61. Mobile often plays a supporting role in the customer journey
  62. 62. Improved desktop conversion rates may be due to declines in pageviews
  63. 63. Need a Universal User ID to connect
  64. 64. Incentivize login functionality
  65. 65. Also supports an offline conversion
  66. 66. Don’t just be usable, be excellent
  67. 67. You need to be really fast
  68. 68. https://www.briggsby.com/faster-mobile-websites Send to your devs
  69. 69. Build a Business Case 1. Crawl site (Screaming Frog or Deep Crawl) 2. Link web analytics (Inside Screaming Frog or VLOOKUP) 3. Plot Size & Response Time by bounce rate & conversion 4. Create line of best fit to define relationship
  70. 70. Add analytics to crawl
  71. 71. Every X KB increase = 1% increase in bounce rate
  72. 72. https://www.briggsby.com/mobile-design-principles
  73. 73. Turn this into a site audit & score card
  74. 74. Rethink how users engage with content on mobile Source: https://www.briggsby.com/how-do-users-interact-with-serps-on-mobile-devices/
  75. 75. Many miss content near top and focus on just above “fold” Source: http://www.lukew.com/ff/entry.asp?1946
  76. 76. What about apps vs. web?
  77. 77. Rich Experience vs. Reach Source: ComScore 3.3 8.9 App Mobile Web Monthly Unique Visitors (MM) 201.8 10.9 App Mobile Web Average Monthly Minutes per Visitor
  78. 78. App retention is hard App indexing is tackling this
  79. 79. Significant drop off per step Source: http://blog.gaborcselle.com/2012/10/every-step-costs-you-20-of-users.html App indexing can shift this curve
  80. 80. hello@briggsby.com We’re hiring

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