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Creating an SEO-ready
mobile presence
January 26, 2014, Jerusalem
SMX Israel 2014
By: Miriam Schwab
Follow us! facebook.com/illuminea
Follow us! facebook.com/illuminea
5
7
3
100

Continents with clients
Years in the WP biz

WordCamps organized
WP sites built

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1 million more Android phones are
activated than there are babies born
Kelsey Group: mobile search to beat
desktop search by 2015
Why responsive?
• Because Google says so. But why does
Google say so?
• Because it’s a better user experience.
But is it?

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Responsive pros and cons
Pros
• One URL – link
equity, sharing
• Analytics - one
complete view of all
traffic
• Future friendly – new
devices, new CSS
• Easy to maintain

Cons
• May not target mobilespecific keywords
• Slooooow – poor
handling of images, JS,
etc.
• Feature phones: 50% of
global population uses
them, accounts for
more than 10% of total
mobile Web traffic
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Responsive tips
• Mobile is first and foremost about user
experience
• Put important information up front,
keep it simple and focused
• CTA buttons that take up entire width
of the mobile screen, no zoom
• Mobile specific CTAs, i.e. “Call Now” or
“Get Directions”
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Responsive tips
• Consider adding a desktop/responsive
toggle on responsive sites.
• Keep an eye on your mobile analytics
for red flags
• Reading text is annoying on mobile, so
use videos and images
• Don’t forget about responsive email!

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HOW DOES RESPONSIVE
IMPACT SEO?
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Case Study
• Launched new site with responsive in
June 2013.
• These numbers compare 5 months prior
to launch, to 5 months after launch.

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Metric

Percentage change

Mobile visits

+52%

Overall visits

+40%

Mobile pgs/visit

+5%

Overall pageviews

+46.43%

Avg. visit duration overall +4.7%

Organic traffic overall

+48.5%

Mobile organic traffic

+139%

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Ecommerce case study
Mobile sales in Q4 2013 reached 16.6% of all
online sales, up more than 46% over the
same period last year. (IBM)
O`Neill Clothing
• iPhone/iPod conversions increased by
65.71%
• Android conversions increased by 407.32%
• Revenue increased by 101.25% on
iPhone/iPod, 591.42% on Android
(source: http://conversionxl.com/how-responsive-design-boosts-mobileconversions/)

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But…tablets

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40

Percentage of online traffic
and sales Q4 2013 (IBM)

35
30

12.8

25
20
15
10

11.5

21.3

5
5

0
Online traffic
Smartphones

Online sales
Tablets
Don’t do this…

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Renault Israel Tablet Site 

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Follow us! facebook.com/illuminea
Follow us! facebook.com/illuminea
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WHAT’S NEXT?

Follow us! facebook.com/illuminea
80% of mobile time spent in apps,
20% in browser
Nielsen and Business Insider found the
same data
The future: app-like sites
illuminea
http://illuminea.com ▪ http://wpgarage.com
@miriamschwab ▪ http://facebook.com/miriamschwab
Slides available at http://illum.in/ourpresentations

THANKS!

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Mobile SEO at SMX Israel 2014

Editor's Notes

  1. A bit about me and illuminea – how I got started in business and WP
  2. To find out, let’s look at the numbers to see how people react to mobile sites.
  3. Samsung S IV has 95% bounce rate, spends 3 seconds on site. Something is wrong!
  4. In the stats I looked at, tablet behavior was almost identical to that of desktop
  5. Tablets lead the way in online purchases: smartphones drove 21.3% US online traffic, nearly double that of tablets at 12.8%.But tablets drove 11.5% of all online sales, more than twice that of smartphones, which accounted for 5%.  Tablet users also averaged $118.09 per order, versus $104.72 per order on smartphone. (IBM)
  6. Renault Israel main site. Starts playing music after about 20 seconds. Yikes!
  7. we spend an average of 158 minutes each and every day on our smartphones and tablets. Two hours and seven minutes of that is in an app, and only 31 minutes is in a browser. Eighteen percent of all the time that Americans spend on their phones is spent in the Facebook app, a figure that by itself dwarfs all other social networking apps.
  8. Answers.comlaunched a redesigned mobile site in March 2013that allows users to swipe the screen to get answers to questions. Mobile overall now represents half of all Answers page views and a third of its unique users.