Driving Mobile Traffic: SEO

New York | March 19–23

Driving Mobile Traffic: SEO

Avi Wilensky CEO/Founder Promediacorp 637 W. 27th St. 8th Floor New York, NY 10001

New York | March 19–23, 2012 | #sesny

About Promediacorp:

•  SEO/SEM agency located in Chelsea, NYC

•  Launched first online marke>ng campaign in 1995

•  First SES in 2005

•  Current clients include Sony Music, MTV, McGraw-‐Hill, Bluefly, & More.

•  Amazon Web Services provider, member SEMPO, SEOmoz Recommended Company

•  Launched Statdash.com in 2011, 1000+ members

Your logo here @aviw


WHAT IS MOBILE SEO?:

•  No standard defini>on, or even consensus that it exists

•  Depends on who you ask

•  If Mobile > Desktop, shouldn't it just be called SEO vs Desktop SEO?

•  Goal: UX up, bounce rate down

•  Focus on site architecture and consolida>on of link equity


* Goal: UX up, bounce rate down


BAD UX = RETURN BACK TO SERPS



Duration < 1 sec


TARGET BY USER AGENT OR SCREEN RESOLUTION?

•  Which makes more sense?

•  Easier to target by device on legacy / exis>ng pladorms

•  Requires the subdomain vs. subfolder vs. TLD debate

•  Subdomain is usually easiest to implement, but SE’s see them as 2 separate sites, which may divide your link equity

•  Mobile specific pages subject to transcoding (new tag to resolve it <link rel="alternate" media="handheld" href="alternate_page.htm”/> ) hgp://bit.ly/FPTWkG



EXAMPLE: MOBILE OPTIMIZED USER EXPERIENCE •  People.com redirects tablet users to present a beger user experience for faster page flipping




ENHANCED UX FOR MAN HANDS: •  Fat Thumb Syndrome – design differently by padding 3D bugons, don’t require zoom to read




EXAMPLE: MOBILE FALLBACK •  Nike built an iPad version to workaround their flash site



Nike’s tablet site Nike’s homepage text view


RESPONSIVE WEB DESIGN:

•  Device agnosac; uses the media query in CSS3 to detect the display size -‐ layout renders as a result of screen real estate available.

•  Ability to detect portrait and landscape mode, and render layout appropriately.

•  Trick is using ems or % of available height/width instead of using pixels

•  Ethan Marcoge coined the term Responsive Web Design (RWD) in his ar>cle in A List Apart. hgp://bit.ly/FWCMgy

•  Mobile centric approach, as a form of graceful degradaaon



RESPONSIVE WEB DESIGN:


Pros: Cons:

Single URL = maximum link equity Tricky to implement on existing sites

No server side redirection = faster Need to design with multiple screen sizes and orientations in mind

Fewer URL = more crawl budget No IE8 Support / Older FF

One HTML page = less maintenance More calls = slower page load (start @ 320 reduces asset load)

Support web enabled TV’s too

Lacks support for common ad sizes



DIVIDING LINK EQUITY:



Desktop Tablet Handheld EXAMPLE SITE: PROMEDIACORP.COM/LANDING



Google: One URL With Special Stylesheet Is Easy Mobile SEO 2/20/12

http://bit.ly/FQFd4T

Bing Takes Clear Stance On Mobile SEO: One URL 3/27/12

http://bit.ly/FQ1OBg

WHAT DO THE ENGINES PREFER:


NEW GOOGLE-‐MOBILE BOT:

•  New smartphone Google-‐mobile bot looks at smart vs. feature phones, not by device type



Feat

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Phon

es:

Smar

t Pho

nes:


NEW GOOGLE-‐MOBILE BOT:

•  New Googlebot improves UX by displaying the des>na>on URL in the SERPs – decreases latency by avoiding mobile redirects.




EVERYONE LOVES A GOOD TOOL:



Adobe Shadow *NEW http://adobe.ly/FSB40l

GoMoMeter http://bit.ly/FS8q2m

Phone Simulator http://bit.ly/FRI12O

User Agent Switcher http://bit.ly/FRCXPt

Tiny Fluid Grid http://bit.ly/FQ5QLC

Initializr http://bit.ly/wv3vDi

Less Framework http://bit.ly/FRwLqR

320 and Up http://bit.ly/FQbwGi

WURFL http://bit.ly/FQ81P3


KEY TAKEAWAYS:

•  Use a single URL unless you plan on targe>ng specific devices, or have budget / resource constraints

•  Start with a mobile-‐centric approach, and work outward

•  UX is key – know your audience

•  Leverage exis>ng frameworks to help get started with RWD


Driving Mobile Traffic: SEO

Technology

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