A talk about the most significant change to search since the launch of Google and why/how we should be prepared.

1. A MOBILE-FIRST GOOGLE
INDEX

2. Most significant
change to search
landscape since the
launch of Google

3. When?
“…we’ll ramp up this change
when we’re confident that we
have a great user experience.”
Webmaster Central: Nov.16

4. Why?

5. 72%
Mobile Phone

6. 68%
Mobile & Tablet

7. 73% mobile & tablet

8. Mobile Phone 62%

9. WHAT’S MOST
IMPORTANT
FOR MOBILE?

11. of searches in the
Google App are by voice
Source: Thinkwith GoogleMay 16

12. “Near me” searches
+3,400% since 2011
Source: Google

13. Nail Salon
near me…

14. Restaurant
nearme…

15. …of those (near me) searches occur
on mobile phones.
Source: Google

16. High ‘ROPO’
intent

17. RESTAURANTS
NEAR ME

18. WHAT’S ON AT
THE CINEMA

19. WHERE IS WAITROSE
BASINGSTOKE

20. • I get the answer “in-SERP”
• Location known & inherent in answer
• Entity recognition
Source: Google

21. Structured
Data

23. DATA PROCESSED
DIRECTLY AND
INDIRECTLY BY
MACHINES
Tim Berners-Lee

24. • JSON-LD
• Microdata
• RDFa
Source: Google

25. All the
structured
data!

26. Schema.org

28. 4.6 star rating
Serves 2
Takes 35 minutes

29. • Keep pages simple and succinct
• Mark-up ALL THE THINGS!!!
• Including geo-location
Source: Google

30. FAST IS THE
ONLY SPEED

31. ABANDONMENT RATE
page Speed
3G
19 Seconds
Average Load Time
>3 Seconds
53% Abandonment Rate
Source: Google/DoubleClick

32. • HTTP/2 on (HTTPs)
• Image optimisation
Source: Google
• RAIL

33. HTTP/2
reduce latency
minimise protocol overhead
request prioritisation

34. HTTP/1.1 HTTP/2
Head of line – resources Parallelised resources
Priority queue – ‘educated’ guess Prioritised by type & context
Queue held on client Browser to server
Keep-alive – stated Keep-alive enabled default

35. Image
Optimisation

36. • Compress to reduce size
• Avoid images that add nothing to narrative
Source: Google
• Consider WebP – 26% smaller

37. YouTube: up to
10% reduction in
page load time.
Source: Chromium Blog

38. HTTP/2
Google Developers
PERFORMANCE MODEL

39. RAIL Guideline
Response <100ms
Animation 10ms/frame
Idle • Use to complete deferred
work
• Keep pre-load to minimum
Load <1000ms

40. THE NEAR
FUTURE IS
BATTERY
POWERED

41. • Keep pages simple and succinct
• Mark-up ALL THE THINGS!!!
• Including geo-location

42. Bounce
9.6% higher
DoubleClick: SEPT 2016

43. - Clear title
- Site functional tools in top
third
- Primary purpose in Prime
Real Estate
- Progression hint

44. - Page title obfuscated
- functional tools top and bottom
- Pointless brand cred. in Prime Real
Estate
- Purpose content nowhere to be
seen
- Progression hint: sort what?

45. UX/Purpose
scoring system

47. WHAT’S MOST
IMPORTANT
FOR MOBILE?

48. USE SEMANTIC
MARK-UP FOR
STRUCTURED DATA

49. FAST IS THE
ONLY SPEED

50. DESIGN
WITH
PURPOSE

51. Questions?
nichola.stott@themediaflow.com
01256 384 894