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Mobile SEO
Is responsive the solution to all our problems?
I’m	
  currently	
  the	
  Director	
  of	
  SEO	
  of	
  Expedia	
  EMEA	
  
Who is Jose Truchado
But	
  apart	
  from	
  that:	
  I’m	
  an	
  entrepreneur,	
  Execu0ve	
  
coach	
  and	
  Myers	
  Briggs	
  prac00oner	
  
	
  
I’ve	
   spent	
   most	
   of	
   my	
   life	
   building	
   projects	
   and	
  
mentoring	
  people,	
  which	
  means	
  that	
  I	
  have	
  a	
  great	
  
curiosity	
  in	
  understanding	
  people’s	
  behavior	
  off-­‐line	
  
and	
  on-­‐line.
The key to Mobile SEO is to make sure that
we adjust the design and content to focus on
user’s and devices type’s search behavior and
intent
Understand	
  how	
  	
  the	
  different	
  mobile	
  solu?ons	
  can	
  help	
  our	
  SEO	
  
Mission
How	
  do	
  people	
  search	
  on	
  mobile?	
  
Let’s	
  look	
  at	
  the	
  basics	
  
Remember we are thinking about people, not
machines or bots!
A few facts about mobile behavior
Consumers	
  spend	
  =me	
  
researching	
  on	
  mobile	
  
Consumers	
  spend	
  15+	
  hours	
  per	
  week	
  
researching	
  on	
  their	
  smartphone	
  and	
  
on	
  average	
  visit	
  mobile	
  websites	
  6	
  
?mes.	
  	
  
74%	
  Mobile	
  research	
  starts	
  with	
  
search	
  
More	
  smartphone	
  users	
  start	
  
researching	
  about	
  products	
  	
  or	
  
services	
  on	
  a	
  search	
  engine	
  vs.	
  a	
  
branded	
  mobile	
  site	
  or	
  app.	
  
Loca=on	
  proximity	
  maEers	
  to	
  
mobile	
  consumers	
  
69%	
  of	
  consumers	
  expect	
  businesses	
  
to	
  be	
  within	
  5	
  miles	
  or	
  less	
  of	
  their	
  
loca?on.	
  	
  
Purchase	
  immediacy	
  is	
  key	
  
Over	
  half	
  of	
  consumers	
  want	
  to	
  make	
  
a	
  purchase	
  within	
  an	
  hour	
  of	
  
conduc?ng	
  research	
  on	
  their	
  
smartphone.	
  	
  
Mobile	
  influences	
  purchases	
  
across	
  channels	
  
93%	
  of	
  people	
  who	
  use	
  mobile	
  to	
  
research	
  go	
  on	
  to	
  complete	
  a	
  
purchase	
  of	
  a	
  product	
  or	
  service.	
  
Most	
  purchases	
  happen	
  in	
  physical	
  
stores.	
  	
  
Google/Nielsen	
  Mobile	
  Path	
  to	
  Purchase	
  custom	
  study,	
  Nov	
  2013	
  	
  
Mobile Searches for Shopping
By	
  Loca=on	
  
77	
  
100	
  
214	
  
101	
  
Most	
  of	
  the	
  mobile	
  searches	
  
when	
  shopping	
  are	
  done	
  in-­‐
store,	
  almost	
  double	
  than	
  at	
  
home	
  or	
  on	
  the	
  go.	
  
	
  
This	
  means	
  that	
  the	
  user	
  is	
  ready	
  
to	
  perform	
  an	
  ac?on	
  whether	
  is	
  
to	
  purchase	
  a	
  product	
  in-­‐store,	
  
or	
  buy	
  it	
  on-­‐line.	
  	
  	
  
In Store/In Situation
92	
  
Source:	
  Google/Nielsen	
  Life360	
  Mobile	
  Search	
  Moments	
  Q4	
  2012	
  Based:	
  total	
  mobile	
  searches	
  n=6,303.	
  Q:	
  Where	
  are	
  you?	
  	
  
At	
  Home	
   On	
  the	
  go	
  
In	
  Store	
  
At	
  work	
  
At	
  school	
  
73% of mobile visits trigger an action
Whether	
  it’s	
  a	
  store	
  visit,	
  call	
  or	
  purchase	
  
73%
What does this mean?
Source:	
  Google/Nielsen	
  Life360	
  Mobile	
  Search	
  Moments	
  Q4	
  2012.	
  Base:	
  Outcome	
  survey	
  completes	
  n=1,958	
  Q:	
  Which	
  of	
  the	
  following	
  
did	
  you	
  do	
  on	
  your	
  smartphone?	
  Q:	
  Which	
  of	
  the	
  following	
  have	
  you	
  done	
  on	
  laptop/desktop/tablet?	
  Q:	
  What	
  other	
  ac?ons	
  did	
  you	
  take	
  
in	
  person?	
  (select	
  all	
  that	
  apply)	
  
Understand	
  Crawlers	
  
Search engines want you to
deliver the best experience for
mobile users, and by
understanding the click speed on
your website they’ll know if you
are doing so.
Site	
  &	
  Page	
  authority	
  
Mobile	
  Ready	
  
Page	
  speed	
  
Errors	
  
Mobile SEO Ranking Factors
Same	
  as	
  on	
  desktop	
  pages,	
  link	
  equity	
  of	
  your	
  site	
  and	
  of	
  the	
  page	
  is	
  s?ll	
  
an	
  important	
  ranking	
  factor	
  
Having	
  a	
  mobile	
  ready	
  site	
  will	
  not	
  only	
  have	
  you	
  ahead	
  of	
  compe?tors	
  
that	
  are	
  not	
  ready	
  but	
  also	
  provide	
  a	
  beEer	
  user	
  experience	
  and	
  
improve	
  conversion	
  rates.	
  
	
  Google	
  wants	
  mobile	
  pages	
  to	
  load	
  in	
  one	
  second	
  or	
  less	
  	
  
Correc?ng	
  errors	
  such	
  as	
  faulty	
  redirects	
  (separate	
  mobile	
  sites),	
  sob	
  
404s	
  and	
  Incorrectly	
  handling	
  Googlebot-­‐Mobile	
  will	
  allow	
  your	
  site	
  to	
  
be	
  indexed	
  more	
  easily	
  
Challenges	
  
The	
  
Of	
  building	
  a	
  Mobile	
  Site	
  
ü  There	
  is	
  no	
  single	
  standard	
  
ü  Google	
  has	
  been	
  slow	
  adop?ng	
  
new	
  technologies	
  
ü  Variety	
  of	
  mobile	
  devices	
  
ü  Differences	
  in	
  user	
  behavior	
  
across	
  devices	
  
ü  Compe?ng	
  with	
  resources	
  
dedicated	
  to	
  the	
  mobile	
  app	
  
Why	
  a	
  unique	
  URL	
  	
  is	
  the	
  best	
  op=on	
  for	
  Mobile	
  SEO	
  
Unique URL
Link equity is consolidated into one URL
Makes sharing the URL easier
It’s the preferred choice by both Google and Bing
Responsive	
  Design	
  
Dynamic	
  Serving	
  
Separate	
  Mobile	
  Site	
  
What options do we have
Google	
  supports	
  three	
  different	
  configura?ons	
  for	
  crea?ng	
  smartphone-­‐op?mized	
  
websites:	
  
Serves	
  the	
  same	
  HTML	
  for	
  one	
  URL	
  and	
  uses	
  CSS	
  media	
  queries	
  to	
  
determine	
  how	
  the	
  content	
  is	
  rendered	
  on	
  the	
  client	
  side:	
  This	
  is	
  
Google’s	
  recommended	
  configura=on	
  
Serves	
  different	
  HTML	
  for	
  one	
  URL	
  depending	
  on	
  the	
  user-­‐agent.	
  Use	
  the	
  
Vary	
  HTTP	
  header	
  to	
  indicate	
  you're	
  doing	
  this	
  
Redirects	
  users	
  to	
  a	
  different	
  URL	
  depending	
  on	
  the	
  user-­‐agent.	
  Use	
  
bidirec?onal	
  link	
  annota?ons	
  to	
  indicate	
  the	
  rela?onship	
  between	
  the	
  
two	
  URLs	
  for	
  search	
  engines.	
  
Source:	
  hips://developers.google.com/webmasters/smartphone-­‐sites/?hl=en	
  
Unique	
  URL	
  Solu?ons	
  
Some Mobile Web Stats
↘  More	
  than	
  30%	
  of	
  users	
  access	
  the	
  web	
  through	
  
a	
  mobile	
  device	
  
↘  34%	
  of	
  cell	
  internet	
  users	
  go	
  online	
  mostly	
  using	
  
their	
  phones,	
  and	
  not	
  using	
  some	
  other	
  device	
  
such	
  as	
  a	
  desktop	
  or	
  laptop	
  computer.	
  
	
  Faster	
  adop=on	
  
Mobile	
  web	
  
adop?on	
  is	
  8	
  ?mes	
  
faster	
  than	
  web	
  
did	
  in	
  the	
  1990s	
  
and	
  early	
  2000s	
  
1.2	
  billion	
  
There	
  are	
  1.2	
  
billion	
  people	
  
accessing	
  the	
  
web	
  through	
  
their	
  mobile	
  
device	
  
1	
  in	
  3	
  
Mobile	
  searches	
  
have	
  local	
  
intent	
  vs.	
  1	
  in	
  5	
  
in	
  Desktop	
  
22%	
  of	
  Traffic	
  
Mobile	
  traffic	
  
already	
  
accounts	
  for	
  
22%	
  of	
  all	
  
traffic,	
  where	
  
Tablets	
  are	
  12%	
  	
  
Source:	
  statcounter.com	
  
Think	
  about	
  how	
  YOU	
  behave	
  with	
  a	
  phone	
  
Think about how the
user behaves
Let’s look at a case scenario
“Consumers don’t use smartphones as phones, in the traditional sense. They use them to get
data in real-time, wherever they happen to be”
Maybe	
  a	
  restaurant	
  in	
  the	
  area,	
  	
  a	
  hotel	
  	
  
or	
  how	
  to	
  get	
  to	
  a	
  place	
  
We need to find something
The	
  phone	
  can	
  help	
  us	
  either	
  through	
  a	
  
specific	
  app	
  or	
  through	
  performing	
  a	
  
search	
  	
  
Phone
•  Perform	
  as	
  few	
  clicks	
  (taps)	
  as	
  possible	
  
to	
  get	
  what	
  I	
  want	
  
•  A	
  page	
  that	
  takes	
  advantage	
  of	
  my	
  
device’s	
  features	
  (geoposi?oning)	
  
•  Informa?on	
  that	
  is	
  easy	
  to	
  read	
  
•  Forms	
  that	
  are	
  easy	
  to	
  complete	
  (one	
  
hand)	
  
•  A	
  page	
  that	
  is	
  quick	
  to	
  load	
  
•  A	
  page	
  that	
  doesn’t	
  consume	
  my	
  data	
  	
  
plan	
  
What do I want?
My	
  device	
  can	
  provide	
  the	
  browser	
  
with	
  informa?on	
  that	
  can	
  make	
  my	
  
mobile	
  experience	
  faster	
  and	
  beier	
  
such	
  as	
  Loca?on	
  
Technology
Responsive Design Dynamic Serving
Same	
  URL	
  
Responsive Design
This	
  is	
  s?ll	
  	
  Google’s	
  main	
  recommenda=on	
  
This	
  works	
  great	
  	
  for	
  when	
  you	
  
want	
  to	
  deliver	
  the	
  same	
  
content	
  regardless	
  of	
  the	
  
device	
  the	
  user	
  is	
  using.	
  
	
  
The	
  crawl	
  is	
  efficient,	
  users	
  
don’t	
  experience	
  the	
  
slowdowns	
  that	
  redirects	
  bring,	
  
and	
  search	
  engines	
  have	
  just	
  
one	
  page	
  to	
  index	
  and	
  rank.	
  
When and
Why ?
Responsive Design
Examples	
  when	
  responsive	
  design	
  is	
  the	
  best	
  op=on	
  
Blogs	
  tend	
  to	
  serve	
  the	
  same	
  content	
  
regardless	
  of	
  the	
  device	
  that	
  is	
  
reques?ng	
  the	
  page	
  
Blogs
When	
  the	
  products	
  offered	
  are	
  not	
  
influenced,	
  by	
  loca?on	
  or	
  type	
  of	
  
device	
  reques?ng	
  the	
  page	
  &	
  shopping	
  
experience	
  has	
  been	
  op?mised	
  to	
  work	
  
across	
  devices	
  
Transactional Pages
Companies	
  with	
  a	
  single	
  loca?on	
  and	
  
pages	
  that	
  purely	
  describe	
  their	
  
services	
  
Corporate pages
Dynamic Content Serving
There	
  are	
  some	
  complexi=es	
  
This	
  works	
  great	
  	
  for	
  when	
  you	
  
need	
  to	
  deliver	
  different	
  
content	
  for	
  different	
  devices	
  
	
  
•  The	
  content	
  is	
  more	
  
targeted	
  
•  Higher	
  chances	
  of	
  
conversion	
  
•  Informa?on	
  more	
  relevant	
  
to	
  the	
  user	
  
When and
Why ?
Google:	
  we	
  recommend	
  that	
  the	
  server	
  sends	
  a	
  hint	
  to	
  request	
  that	
  Googlebot	
  for	
  smartphones	
  should	
  crawl	
  the	
  
page,	
  too,	
  and	
  thus	
  discover	
  the	
  mobile	
  content.	
  This	
  hint	
  is	
  implemented	
  using	
  the	
  Vary	
  HTTP	
  header.	
  
Beyond	
  the	
  Rack	
  didn’t	
  just	
  want	
  to	
  duplicate	
  their	
  desktop	
  experience,	
  but	
  to	
  
improve	
  it	
  for	
  on-­‐the-­‐go-­‐consumers.	
  Beyond	
  the	
  Rack	
  saw	
  the	
  mobile	
  
conversion	
  rate	
  double.	
  Mobile	
  revenue	
  soared	
  from	
  10%	
  to	
  21%	
  of	
  total	
  sales	
  
Source:	
  hip://sta?c.googleusercontent.com/media/www.google.com/en//think/mul?screen/pdf/beyond-­‐the-­‐rack-­‐mul?-­‐screen-­‐resources_case-­‐studies.pdf	
  
Dynamic Content Serving
Examples	
  when	
  Dynamic	
  Content	
  Serving	
  is	
  the	
  best	
  op=on	
  
When	
  products	
  can	
  be	
  influenced	
  by	
  
loca?on,	
  type	
  of	
  device,	
  etc.	
  
Transactional Pages
When	
  the	
  company	
  has	
  several	
  offices	
  
in	
  different	
  loca?ons	
  and	
  want	
  to	
  serve	
  
different	
  content	
  according	
  to	
  the	
  
loca?on	
  of	
  the	
  client	
  
Corporate pages
Relevancy	
  of	
  news	
  can	
  be	
  influenced	
  
by	
  the	
  loca?on	
  of	
  the	
  person	
  visi?ng	
  
the	
  site	
  
News & Magazines
Understand	
  your	
  Audience	
  
The	
  power	
  of	
  analy0cs	
  
“Only by understanding who is
visiting your site and what are
they expecting to find there you
will be able to provide the best
mobile experience to your
visitors”
They	
  will	
  give	
  you	
  the	
  best	
  insights	
  to	
  understand	
  your	
  audience	
  
Use	
  Google	
  Analy?cs	
  segments	
  to	
  segregate	
  traffic	
  
between	
   desktop	
   and	
   mobile,	
   and	
   	
   analyse	
   the	
  
keywords	
  your	
  visitors	
  use	
  to	
  get	
  to	
  your	
  site.	
  
	
  
•  Are	
   they	
   similar	
   to	
   the	
   keywords	
   for	
   your	
  
desktop	
  traffic?	
  
•  Is	
  there	
  any	
  hint	
  the	
  user	
  is	
  trying	
  to	
  use	
  the	
  
special	
  features	
  of	
  the	
  phone	
  such	
  as	
  loca?on	
  
(keyword:	
  near	
  me?)	
  
Use Analytics and GWT
In	
   Google	
   Webmaster	
   Tools	
   you	
   can	
   not	
   only	
  
iden?fy	
  the	
  search	
  queries	
  that	
  lead	
  to	
  your	
  site	
  
but	
   also	
   if	
   Google	
   is	
   having	
   any	
   problems	
  
accessing	
  your	
  mobile	
  ready	
  site.	
  
Mobile Web Approach
When	
  to	
  use	
  each	
  solu?on	
  
Is	
  it	
  easy	
  to	
  
implement	
  
responsive	
  
design?	
  
Dynamic	
  
Your	
  
content	
  is	
  
irrelevant	
  
to	
  the	
  
user’s	
  
loca=on?	
  
Responsive	
  
When	
  deciding	
  the	
  approach	
  
you	
  are	
  going	
  to	
  take	
  	
  you	
  
need	
  to	
  analyse	
  your	
  content	
  
and	
  your	
  traffic	
  and	
  use	
  the	
  
diagram	
  on	
  the	
  leb	
  (or	
  a	
  
similar	
  one)	
  to	
  decide	
  which	
  
solu?on	
  do	
  you	
  need	
  to	
  use	
  
Analyse
Same	
  
mobile	
  &	
  
desktop	
  
Content?	
  
No	
  
No	
  
No	
  
Yes	
  
Yes	
  
Yes	
  
Videos	
  	
  
Redirects	
  
Errors	
  
Desktop	
  site	
  
Inters==als	
  
Google’s warnings regarding mobile
In	
  June	
  2013,	
  Google	
  issued	
  some	
  new	
  Guidelines	
  for	
  mobile-­‐op?mized	
  sites,	
  
these	
  included	
  some	
  recommenda?ons	
  to	
  avoid	
  common	
  errors,	
  including:	
  
Using	
  videos	
  that	
  don’t	
  play	
  on	
  mobile	
  devices	
  
Faulty	
  redirects	
  (redirec?ng	
  mobile	
  visitors	
  to	
  the	
  wrong	
  page	
  on	
  your	
  mobile	
  site)	
  
Pages	
  that	
  deliver	
  404	
  (page	
  unavailable)	
  errors	
  to	
  mobile	
  visitors	
  
Linking	
  to	
  a	
  PC	
  site	
  when	
  the	
  same	
  content	
  is	
  available	
  on	
  a	
  mobile	
  site	
  
Gree?ng	
  visitors	
  with	
  a	
  download-­‐our-­‐app	
  inters??al	
  ads.	
  
http://about.me/truchado
Twitter: @TruchadoSEO
Email: jose@truchado.com
LinkedIn:
http://uk.linkedin.com/in/josetruchado/
Collaborations;
Linkdex SEO Now 2014
http://www.linkdex.com/resources/r/seo-
now-2014-ebook/
State of Digital Friday Commentary:
http://www.stateofdigital.com/digital-
marketing-teams/
Find me in
Thank you

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Is Responsive the best solution to all our Mobile SEO problems>

  • 1. Mobile SEO Is responsive the solution to all our problems?
  • 2. I’m  currently  the  Director  of  SEO  of  Expedia  EMEA   Who is Jose Truchado But  apart  from  that:  I’m  an  entrepreneur,  Execu0ve   coach  and  Myers  Briggs  prac00oner     I’ve   spent   most   of   my   life   building   projects   and   mentoring  people,  which  means  that  I  have  a  great   curiosity  in  understanding  people’s  behavior  off-­‐line   and  on-­‐line.
  • 3. The key to Mobile SEO is to make sure that we adjust the design and content to focus on user’s and devices type’s search behavior and intent Understand  how    the  different  mobile  solu?ons  can  help  our  SEO   Mission
  • 4. How  do  people  search  on  mobile?   Let’s  look  at  the  basics   Remember we are thinking about people, not machines or bots!
  • 5. A few facts about mobile behavior Consumers  spend  =me   researching  on  mobile   Consumers  spend  15+  hours  per  week   researching  on  their  smartphone  and   on  average  visit  mobile  websites  6   ?mes.     74%  Mobile  research  starts  with   search   More  smartphone  users  start   researching  about  products    or   services  on  a  search  engine  vs.  a   branded  mobile  site  or  app.   Loca=on  proximity  maEers  to   mobile  consumers   69%  of  consumers  expect  businesses   to  be  within  5  miles  or  less  of  their   loca?on.     Purchase  immediacy  is  key   Over  half  of  consumers  want  to  make   a  purchase  within  an  hour  of   conduc?ng  research  on  their   smartphone.     Mobile  influences  purchases   across  channels   93%  of  people  who  use  mobile  to   research  go  on  to  complete  a   purchase  of  a  product  or  service.   Most  purchases  happen  in  physical   stores.     Google/Nielsen  Mobile  Path  to  Purchase  custom  study,  Nov  2013    
  • 6. Mobile Searches for Shopping By  Loca=on   77   100   214   101   Most  of  the  mobile  searches   when  shopping  are  done  in-­‐ store,  almost  double  than  at   home  or  on  the  go.     This  means  that  the  user  is  ready   to  perform  an  ac?on  whether  is   to  purchase  a  product  in-­‐store,   or  buy  it  on-­‐line.       In Store/In Situation 92   Source:  Google/Nielsen  Life360  Mobile  Search  Moments  Q4  2012  Based:  total  mobile  searches  n=6,303.  Q:  Where  are  you?     At  Home   On  the  go   In  Store   At  work   At  school  
  • 7. 73% of mobile visits trigger an action Whether  it’s  a  store  visit,  call  or  purchase   73% What does this mean? Source:  Google/Nielsen  Life360  Mobile  Search  Moments  Q4  2012.  Base:  Outcome  survey  completes  n=1,958  Q:  Which  of  the  following   did  you  do  on  your  smartphone?  Q:  Which  of  the  following  have  you  done  on  laptop/desktop/tablet?  Q:  What  other  ac?ons  did  you  take   in  person?  (select  all  that  apply)  
  • 8. Understand  Crawlers   Search engines want you to deliver the best experience for mobile users, and by understanding the click speed on your website they’ll know if you are doing so.
  • 9. Site  &  Page  authority   Mobile  Ready   Page  speed   Errors   Mobile SEO Ranking Factors Same  as  on  desktop  pages,  link  equity  of  your  site  and  of  the  page  is  s?ll   an  important  ranking  factor   Having  a  mobile  ready  site  will  not  only  have  you  ahead  of  compe?tors   that  are  not  ready  but  also  provide  a  beEer  user  experience  and   improve  conversion  rates.    Google  wants  mobile  pages  to  load  in  one  second  or  less     Correc?ng  errors  such  as  faulty  redirects  (separate  mobile  sites),  sob   404s  and  Incorrectly  handling  Googlebot-­‐Mobile  will  allow  your  site  to   be  indexed  more  easily  
  • 10. Challenges   The   Of  building  a  Mobile  Site   ü  There  is  no  single  standard   ü  Google  has  been  slow  adop?ng   new  technologies   ü  Variety  of  mobile  devices   ü  Differences  in  user  behavior   across  devices   ü  Compe?ng  with  resources   dedicated  to  the  mobile  app  
  • 11. Why  a  unique  URL    is  the  best  op=on  for  Mobile  SEO   Unique URL Link equity is consolidated into one URL Makes sharing the URL easier It’s the preferred choice by both Google and Bing
  • 12. Responsive  Design   Dynamic  Serving   Separate  Mobile  Site   What options do we have Google  supports  three  different  configura?ons  for  crea?ng  smartphone-­‐op?mized   websites:   Serves  the  same  HTML  for  one  URL  and  uses  CSS  media  queries  to   determine  how  the  content  is  rendered  on  the  client  side:  This  is   Google’s  recommended  configura=on   Serves  different  HTML  for  one  URL  depending  on  the  user-­‐agent.  Use  the   Vary  HTTP  header  to  indicate  you're  doing  this   Redirects  users  to  a  different  URL  depending  on  the  user-­‐agent.  Use   bidirec?onal  link  annota?ons  to  indicate  the  rela?onship  between  the   two  URLs  for  search  engines.   Source:  hips://developers.google.com/webmasters/smartphone-­‐sites/?hl=en   Unique  URL  Solu?ons  
  • 13. Some Mobile Web Stats ↘  More  than  30%  of  users  access  the  web  through   a  mobile  device   ↘  34%  of  cell  internet  users  go  online  mostly  using   their  phones,  and  not  using  some  other  device   such  as  a  desktop  or  laptop  computer.    Faster  adop=on   Mobile  web   adop?on  is  8  ?mes   faster  than  web   did  in  the  1990s   and  early  2000s   1.2  billion   There  are  1.2   billion  people   accessing  the   web  through   their  mobile   device   1  in  3   Mobile  searches   have  local   intent  vs.  1  in  5   in  Desktop   22%  of  Traffic   Mobile  traffic   already   accounts  for   22%  of  all   traffic,  where   Tablets  are  12%     Source:  statcounter.com  
  • 14. Think  about  how  YOU  behave  with  a  phone   Think about how the user behaves
  • 15. Let’s look at a case scenario “Consumers don’t use smartphones as phones, in the traditional sense. They use them to get data in real-time, wherever they happen to be” Maybe  a  restaurant  in  the  area,    a  hotel     or  how  to  get  to  a  place   We need to find something The  phone  can  help  us  either  through  a   specific  app  or  through  performing  a   search     Phone
  • 16. •  Perform  as  few  clicks  (taps)  as  possible   to  get  what  I  want   •  A  page  that  takes  advantage  of  my   device’s  features  (geoposi?oning)   •  Informa?on  that  is  easy  to  read   •  Forms  that  are  easy  to  complete  (one   hand)   •  A  page  that  is  quick  to  load   •  A  page  that  doesn’t  consume  my  data     plan   What do I want? My  device  can  provide  the  browser   with  informa?on  that  can  make  my   mobile  experience  faster  and  beier   such  as  Loca?on   Technology
  • 17. Responsive Design Dynamic Serving Same  URL  
  • 18. Responsive Design This  is  s?ll    Google’s  main  recommenda=on   This  works  great    for  when  you   want  to  deliver  the  same   content  regardless  of  the   device  the  user  is  using.     The  crawl  is  efficient,  users   don’t  experience  the   slowdowns  that  redirects  bring,   and  search  engines  have  just   one  page  to  index  and  rank.   When and Why ?
  • 19. Responsive Design Examples  when  responsive  design  is  the  best  op=on   Blogs  tend  to  serve  the  same  content   regardless  of  the  device  that  is   reques?ng  the  page   Blogs When  the  products  offered  are  not   influenced,  by  loca?on  or  type  of   device  reques?ng  the  page  &  shopping   experience  has  been  op?mised  to  work   across  devices   Transactional Pages Companies  with  a  single  loca?on  and   pages  that  purely  describe  their   services   Corporate pages
  • 20. Dynamic Content Serving There  are  some  complexi=es   This  works  great    for  when  you   need  to  deliver  different   content  for  different  devices     •  The  content  is  more   targeted   •  Higher  chances  of   conversion   •  Informa?on  more  relevant   to  the  user   When and Why ? Google:  we  recommend  that  the  server  sends  a  hint  to  request  that  Googlebot  for  smartphones  should  crawl  the   page,  too,  and  thus  discover  the  mobile  content.  This  hint  is  implemented  using  the  Vary  HTTP  header.   Beyond  the  Rack  didn’t  just  want  to  duplicate  their  desktop  experience,  but  to   improve  it  for  on-­‐the-­‐go-­‐consumers.  Beyond  the  Rack  saw  the  mobile   conversion  rate  double.  Mobile  revenue  soared  from  10%  to  21%  of  total  sales   Source:  hip://sta?c.googleusercontent.com/media/www.google.com/en//think/mul?screen/pdf/beyond-­‐the-­‐rack-­‐mul?-­‐screen-­‐resources_case-­‐studies.pdf  
  • 21. Dynamic Content Serving Examples  when  Dynamic  Content  Serving  is  the  best  op=on   When  products  can  be  influenced  by   loca?on,  type  of  device,  etc.   Transactional Pages When  the  company  has  several  offices   in  different  loca?ons  and  want  to  serve   different  content  according  to  the   loca?on  of  the  client   Corporate pages Relevancy  of  news  can  be  influenced   by  the  loca?on  of  the  person  visi?ng   the  site   News & Magazines
  • 22. Understand  your  Audience   The  power  of  analy0cs   “Only by understanding who is visiting your site and what are they expecting to find there you will be able to provide the best mobile experience to your visitors”
  • 23. They  will  give  you  the  best  insights  to  understand  your  audience   Use  Google  Analy?cs  segments  to  segregate  traffic   between   desktop   and   mobile,   and     analyse   the   keywords  your  visitors  use  to  get  to  your  site.     •  Are   they   similar   to   the   keywords   for   your   desktop  traffic?   •  Is  there  any  hint  the  user  is  trying  to  use  the   special  features  of  the  phone  such  as  loca?on   (keyword:  near  me?)   Use Analytics and GWT In   Google   Webmaster   Tools   you   can   not   only   iden?fy  the  search  queries  that  lead  to  your  site   but   also   if   Google   is   having   any   problems   accessing  your  mobile  ready  site.  
  • 24. Mobile Web Approach When  to  use  each  solu?on   Is  it  easy  to   implement   responsive   design?   Dynamic   Your   content  is   irrelevant   to  the   user’s   loca=on?   Responsive   When  deciding  the  approach   you  are  going  to  take    you   need  to  analyse  your  content   and  your  traffic  and  use  the   diagram  on  the  leb  (or  a   similar  one)  to  decide  which   solu?on  do  you  need  to  use   Analyse Same   mobile  &   desktop   Content?   No   No   No   Yes   Yes   Yes  
  • 25. Videos     Redirects   Errors   Desktop  site   Inters==als   Google’s warnings regarding mobile In  June  2013,  Google  issued  some  new  Guidelines  for  mobile-­‐op?mized  sites,   these  included  some  recommenda?ons  to  avoid  common  errors,  including:   Using  videos  that  don’t  play  on  mobile  devices   Faulty  redirects  (redirec?ng  mobile  visitors  to  the  wrong  page  on  your  mobile  site)   Pages  that  deliver  404  (page  unavailable)  errors  to  mobile  visitors   Linking  to  a  PC  site  when  the  same  content  is  available  on  a  mobile  site   Gree?ng  visitors  with  a  download-­‐our-­‐app  inters??al  ads.  
  • 26.
  • 27. http://about.me/truchado Twitter: @TruchadoSEO Email: jose@truchado.com LinkedIn: http://uk.linkedin.com/in/josetruchado/ Collaborations; Linkdex SEO Now 2014 http://www.linkdex.com/resources/r/seo- now-2014-ebook/ State of Digital Friday Commentary: http://www.stateofdigital.com/digital- marketing-teams/ Find me in Thank you