This document summarizes Justin Briggs' presentation on strategies for mobile search. It notes that there is a gap in mobile search strategies between desktop SEO approaches from 2001 and current tactics. It discusses opportunities in areas like app indexing, AMP, personal assistants and voice/predictive search. However, the document argues these are distractions for many businesses and advocates developing a culture focused on understanding user behavior and intent across different mobile moments. It provides recommendations around optimizing content for these moments and devices.

2. Justin Briggs (@JustinRBriggs)
-- Founder & CEO at Briggsby
-- Obsessed with search
-- Filmmaker
-- Portland
Say Hello: Hello@Briggsby.com

3. Get Slides:
Briggsby.com/searchfest-2016

4. There is a strategy gap in mobile search

5. Mobile-friendly & ASO…

6. Somewhere between 2001 SEO &

7. My touch targets aren’t big enough…

8. Opening your door isn’t a strategy

9. It’s hardly a tactic…

10. What about the future of mobile?

11. App Indexing, AMP,
Personal Assistants, Voice, & Predictive

12. Let’s be serious,
this stuff is great for some, but…

13. It’s just a distraction for
many businesses

14. “However beautiful the strategy,
You should occasionally look at results.”
-Winston Churchill

15. Let’s close this strategy gap

16. Search is mobile

17. 0%
10%
20%
30%
40%
50%
60%
B2B Services Consumer E-Commerce Consumer Communities Small, Local Biz
Mobile Users by Site Type (Feb 2016)

18. Start thinking usage differences by segments
(user and content)

19. Percentage of Mobile Searches by Keywords in Adwords via “Mobile Trends”

20. Most of us are still doing our job on a desktop

21. Strive to do better

23. Start using many different devices

24. Look at Top Operating Systems
in your web analytics

25. Consider device, OS, & screen size

26. 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)

27. Develop a culture of mobile

28. Always slice by device

29. Understanding “Mobile Moments”

30. A point in time & space when someone pulls
out a mobile device to get what he or she
wants immediately, in context

31. 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

32. 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

33. Find rank data by device type in GSC

34. Use VLOOKUP to do an apples-to-apples comparison
VLOOKUP Categorize Keywords

35. May not be meeting mobile intent on
keywords with poor performance

36. Modify strategy to align content
to mobile moments

37. Checklist content skews mobile

38. They often solve important mobile moments

39. “Which ingredients do I need to buy?”

40. “What should I pack for trip to London?”

41. “What gear do I need to camp in the cold?”

42. “What do I need to do when moving?”

43. Optimize “mobile moment” content for mobile usage
Checkbox makes “app like”
Strike & fade provides value add
Touch targets for mobile

44. Video micro-moments play a significant
role in mobile search

45. Searches related to “how-to” are up 70%
year over year on YouTube

46. Around 50% of YouTube views are mobile

47. YouTube accounts for 18% of
all mobile traffic data

48. YouTube average session length is now more
than 40 minutes on mobile

49. Sessions often begin with a search, but
most time is spent browsing

50. Thumbnails are key to keeping
engagement high

51. Create consistent branded elements on thumbnails to keep viewers engaged

52. Increase the saturation 20%-30% to
attract attention and clicks

53. Slightly over-sharpen thumbnails to improve
visual experience on small thumbnails

54. Repeat text elements from the video title

55. Use faces and emotion to connect to users & entice clicks

56. Turning moments into dollars

57. Addressing “poor” conversion performance

58. Mobile users = desktop users

59. Web tracking is flawed

60. Average Page views for
Desktop converting sessions
Average Session Duration for
Desktop converting sessions
Source: https://www.youtube.com/watch?v=RAtEdWxARIU

61. Source: https://www.youtube.com/watch?v=RAtEdWxARIU
Percentage of Desktop conversions
by new users

62. Users are researching & engaging
on mobile first

63. Mobile often plays a supporting role in the
customer journey

64. Improved desktop conversion rates may
be due to declines in pageviews

65. Need a Universal User ID to connect

66. Incentivize login functionality

67. Also supports an offline conversion

68. Don’t just be usable,
be excellent

69. You need to be really fast

70. https://www.briggsby.com/faster-mobile-websites
Send to your devs

71. 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

72. Add analytics
to crawl

73. Every X KB increase =
1% increase in bounce rate

74. https://www.briggsby.com/mobile-design-principles

75. Turn this into a site audit & score card

77. Rethink how users engage with content on mobile
Source: https://www.briggsby.com/how-do-users-interact-with-serps-on-mobile-devices/

78. Many miss content near top and focus on just above “fold”
Source: http://www.lukew.com/ff/entry.asp?1946

79. What about apps vs. web?

80. 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

81. App retention is hard
App indexing is
tackling this

82. 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

83. hello@briggsby.com
We’re hiring