SearchLeeds 2017 - Mathew Court, SEO Consultant - Auto Trader - Mobile first optimisation for nonresponsive websites

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With Google beginning to test mobile first indexing, being just desktop friendly isn’t good enough anymore. This session will cover what we know of the update and how the different areas of Auto Trader are combating this change.

Marketing

Mobile first optimisation for
non-responsive websites.

Mobile first, what do we
know?
Overview
3

An Auto Trader story
Mobile first optimisation.
Overview
5

SEO Consultant for
Auto Trader
My role at Auto Trader

There are now more mobile
searches than ever before.
Mobile first, what do we know?
9

Mobile first, what do we know?
10
What if you don’t have a mobile
site?

Mobile first, what do we know?
11
Google have said they will look
at the mobile version of your
site…

Google have said content that’s
not mobile-friendly will not rank
as well.
Mobile first, what do we know?
12

7 months later…
Still no closer to roll out.
Mobile first, what do we know?
15

Still think mobile first.
Mobile first, what do we know?
16

Have a responsive site?
You shouldn’t have to do anything.
What Google wants
18

Serve structured mark-up on
both desktop and mobile sites.
What Google wants
19

Use the robots.txt testing tool.
What Google wants
20

Only have a desktop site?
What Google wants
21

A good desktop-oriented site is
better than a bad mobile version.
What Google wants
22

Build up your mobile site,
launch it when ready.
What Google wants
23

Cue responsive website…
An Auto Trader story
25

Traffic split.
An Auto Trader story
26
50%
Mobile
Visits

Everyone has internal
challenges.
An Auto Trader story
27

Content & mark-up different
across mobile and desktop?
Make changes to your site
An Auto Trader story
28

No need to change canonical
links.
An Auto Trader story
29

We have 2 versions…
30
An Auto Trader story

We confused Google
31
An Auto Trader story

Google struggled
32
An Auto Trader story

Desktop example:
(http://farm.autotrader.co.uk/used-farm-
machinery/john-deere)
33
An Auto Trader story

Mobile example:
(farm.autotrader.co.uk/mobile/search?make=j
ohn-deere
&seoidentifier=true)
34
An Auto Trader story

Google didn’t understand.
Our users didn’t understand.
35
An Auto Trader story

We mapped all the relevant
pages to their mobile equivalent.
Changes Made
37

Used two versions of a canonical
tag.
https://goo.gl/T6R29E
39
Changes Made

Used rel alternate tags on
desktop.
40
Changes Made

Used Canonical tag on mobile
site.
42
Changes Made

Text, H1’s, Meta Titles, Meta
Descriptions.
45
Changes Made

46
Page Type URL Desktop Mobile Desktop Mobile Desktop Mobile Desktop Mobile Desktop Mobile Desktop Mobile Desktop Mobile
Home www.example.co.uk
Used Home www.example.co.uk
Used Make www.example.co.uk
Used Make Model www.example.co.uk
Location www.example.co.uk
Body Type www.example.co.uk
Textual ContentTitle Meta Description H1 Schema Present Canonical Present Rel next/prev
Changes Made

/mobile version one week
later…
Results
48

49
Before: 0.08% CTR
After: 18.59% CTR
Results

50
Before: 8,400 impressions
After: 20,256 impressions
Results

51
Before: 7 visits
After: 3,766
Results

52
Before: 1.4 avg position
After: 2.4 avg position
Results

54
Bounce rate improved:
50% to 12%
Results

55
New users increased:
143 to 4,855
Results

56
Users increased:
1,713 to 15,135
Results

57
Sessions increased:
286 to 18,991
Results

58
Av session increased:
21s to 6m 52s
Results

Mobile users, now landing on
the correct pages.
59
Results

Still need a fix fit for the future.
The Future
61

Have a responsive site?
You shouldn’t have to do
anything.
The Future
62

60% of Google searches are now from
mobile.

Don’t have a mobile site?
Google will crawl your desktop
version instead.

A good desktop-oriented site is better
than a bad mobile version.

Responsive site?
You shouldn’t have to change
anything.

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