The document discusses how mobile usability and responsiveness have become important ranking factors for search engines like Google. It analyzes case studies of websites that lost search traffic after Google's "Mobilegeddon" update in 2015 because their sites were not mobile-friendly. Examples are provided of sites that recovered by making their content accessible on mobile, either through responsive design or separate mobile URLs. The key messages are that sites must load fast, be easily readable on mobile, and provide a good user experience across all devices to maintain search rankings.

1. #pubcon
Mobile Marketing
JORDAN KOENE
Mobile
Las Vegas
10/06/2015

2. #pubcon
slideshare.net/searchmetrics
Want our presentations?

3. #pubcon
What is a Chief Evangelist?What is a Chief Evangelist?
Can you fix my SEO problem?Can you fix my SEO problem?
Papa, what is that?Papa, what is that?
JORDAN KOENE

4. #pubcon
Made with love in BerlinMade with love in Berlin
180 passionate people180 passionate people
Innovator in SEO Software & more
since 2005
Innovator in SEO Software & more
since 2005

5. #pubcon

6. #pubcon

7. #pubcon

8. #pubcon
Our secret sauce is our software

9. #pubcon

10. #pubcon
Game over…

11. #pubcon
DISRUPTION OF TECHNOLOGY
MobileDesktop Laptop
Tablet
WORK ENTERTAINMENT ALWAYS

12. #pubcon
Let‘s go back in time!

13. #pubcon

14. #pubcon

15. #pubcon

16. #pubcon
Share of Mobile-Friendly URLs
Mobilegeddon,
April 21st, 2015

17. #pubcon
Share of not Mobile-Friendly URLs

18. #pubcon
Share of Mobile-Friendly URLs
RANKING FACTORS
2015
MOBILE

19. #pubcon
Average Position Change of URLs
-0.21
+0.20
not mobile-friendly mobile-friendly

20. #pubcon
“#Mobilegeddon Loser“

21. #pubcon
Domain
Mobile/Desktop Ratio
04/26/2015
mobile
friendly
Mobile/Desktop Ratio
September 2015
mobile
friendly
boxofficemojo.com - 64% NO
Mobilegeddon Loser US – developments

22. #pubcon
-64% -67%
Mobile
Update
User Experience
LOSER!

23. #pubcon
Domain
Mobile/Desktop Ratio
04/26/2015
mobile
friendly
Mobile/Desktop Ratio
September 2015
mobile
friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO
Mobilegeddon Loser US – developments

24. #pubcon
-44%
-67%
Mobile
Update LOSER!

25. #pubcon
Domain
Mobile/Desktop Ratio
04/26/2015
mobile
friendly
Mobile/Desktop Ratio
September 2015
mobile
friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO
Mobilegeddon Loser US – developments

26. #pubcon
April 2015
?

27. #pubcon
SAME URL ≠
Mobile
Desktop
Rankings
…1…
…2…
…3…
…4…
…5…
…6…
…7…
…8…
…9…
…10…

28. #pubcon
September 2015: still not mobile-friendly
But:

29. #pubcon
MOBILE SEPARATE URL =
MobileDesktop
Rankings
…1…
…2…
…3…
…4…
…5…
…6…
…7…
…8…
…9…
…10…

30. #pubcon
-36%
Mobile
Update

31. #pubcon
MOBILE SEPARATE URL
Mobile
UpdateRecovered!

32. #pubcon
Domain
Mobile/Desktop Ratio
04/26/2015
mobile
friendly
Mobile/Desktop Ratio
September 2015
mobile
friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO - <1% NO m.reddit.com
last.fm - 31% NO
Mobilegeddon Loser US – developments

33. #pubcon
-31%
Recovered!

34. #pubcon
April 2015
Not mobile-friendly
September 2015
mobile-friendly
last.fm
x

35. #pubcon
Domain
Mobile/Desktop Ratio
04/26/2015
mobile
friendly
Mobile/Desktop Ratio
September 2015
mobile
friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO - <1% NO m.reddit.com
last.fm - 31% NO - 1% YES RECOVERED
songlyrics.com - 47% NO
Mobilegeddon Loser US – developments

36. #pubcon
-47%
Recovered!

37. #pubcon
Domain
Mobile/Desktop Ratio
04/26/2015
mobile
friendly
Mobile/Desktop Ratio
September 2015
mobile
friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO - <1% NO m.reddit.com
last.fm - 31% NO - 1% YES RECOVERED
songlyrics.com - 47% NO + 4% YES RECOVERED
Mobilegeddon Loser US – developments

38. #pubcon
Users
Get off the
mobile
SERPs!
Not
“mobile“-
friendly
!!!
RANK

39. #pubcon
Ø Font Size Entire Page
RANKING FACTORS
2015
MOBILE

40. #pubcon
Has Flash
RANKING FACTORS
2015
MOBILE

41. #pubcon
APPS

42. #pubcon
APP (Store) optimization is different than Search
≠
Fewer words
mobile-friendly?
Fewer links
Loads faster
Bigger fonts
ORGANIC APP STORE
Different OS
Different Stores
No Unique App/
Brand Names
Different Competition
Depends on intended
User Interaction (Download)

43. #pubcon
Calculator App?

44. #pubcon
Calculator App?

45. #pubcon
APP INDEXING
• Possible to get more users
for your app
• Helps you get your app found in
Google Search
• Mobile users who search for content
related to your app can see an install
button to your app in Search results.
• increase your install base.
APP STORE
• Mostly BRAND Searches
• But: No unique App Names!
• Content must serve Intention
• App Description
• Strategic review requests
• Keep uninstall rate low
• App amplification -> Website

46. #pubcon
RELEVANCE
MobileDesktop
Laptop Tablet

47. #pubcon
Why MOBILEGEDDON?
LOADING…
Lorem Ipsum is simply dummy text of
the printing and typesetting industry.
Lorem Ipsum has been the industry's
standard dummy text ever since the
1500s, when an unknown printer took a
galley of type and scrambled it to make
a type specimen book. It has survived
not only five centuries, but also the leap
into electronic typesetting, remaining
essentially unchanged. It was
popularised in the 1960s with the
release of Letraset sheets containing
Lorem Ipsum passages, and more
recently with desktop publishing
software like Aldus PageMaker
including versions of Lorem Ipsum.
Lorem Ipsum is simply dummy text of
the printing and typesetting industry.
Lorem Ipsum has been the industry's
standard dummy text ever since the
1500s, when an unknown printer took a
galley of type and scrambled it to make
Faulty redirects Slow websites Interstitials Not responsive Too many links

48. #pubcon
In a nutshell
RANKING FACTORS
2015
MOBILE
≠
Fewer words
mobile-friendly?
Fewer links
Loads faster
Bigger fonts

49. #pubcon
>> searchmetrics.com/mobile2015 <<
Download

50. #pubcon
Thank You!
Join us @searchmetricsJoin us @searchmetrics
slideshare.net/searchmetricsslideshare.net/searchmetrics