Is Responsive the best solution to all our Mobile SEO problems>

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Mobile SEO Is responsive the solution to all our problems?

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BrightonSEO conference presentation. Google recommends responsive design as their preferred option for mobile content, but does this solution apply to every case? learn how looking at solutions through the eyes of the user can help you define the best strategy for Mobile SEO

Transcript of Is Responsive the best solution to all our Mobile SEO problems>

  • Mobile SEO Is responsive the solution to all our problems?
  • Im currently the Director of SEO of Expedia EMEA Who is Jose Truchado But apart from that: Im an entrepreneur, Execu0ve coach and Myers Briggs prac00oner Ive spent most of my life building projects and mentoring people, which means that I have a great curiosity in understanding peoples behavior o-line and on-line.
  • The key to Mobile SEO is to make sure that we adjust the design and content to focus on users and devices types search behavior and intent Understand how the dierent mobile solu?ons can help our SEO Mission
  • How do people search on mobile? Lets look at the basics Remember we are thinking about people, not machines or bots!
  • A few facts about mobile behavior Consumers spend =me researching on mobile Consumers spend 15+ hours per week researching on their smartphone and on average visit mobile websites 6 ?mes. 74% Mobile research starts with search More smartphone users start researching about products or services on a search engine vs. a branded mobile site or app. Loca=on proximity maEers to mobile consumers 69% of consumers expect businesses to be within 5 miles or less of their loca?on. Purchase immediacy is key Over half of consumers want to make a purchase within an hour of conduc?ng research on their smartphone. Mobile inuences purchases across channels 93% of people who use mobile to research go on to complete a purchase of a product or service. Most purchases happen in physical stores. Google/Nielsen Mobile Path to Purchase custom study, Nov 2013
  • Mobile Searches for Shopping By Loca=on 77 100 214 101 Most of the mobile searches when shopping are done in- store, almost double than at home or on the go. This means that the user is ready to perform an ac?on whether is to purchase a product in-store, or buy it on-line. In Store/In Situation 92 Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012 Based: total mobile searches n=6,303. Q: Where are you? At Home On the go In Store At work At school
  • 73% of mobile visits trigger an action Whether its a store visit, call or purchase 73% What does this mean? Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Outcome survey completes n=1,958 Q: Which of the following did you do on your smartphone? Q: Which of the following have you done on laptop/desktop/tablet? Q: What other ac?ons did you take in person? (select all that apply)
  • Understand Crawlers Search engines want you to deliver the best experience for mobile users, and by understanding the click speed on your website theyll know if you are doing so.
  • Site & Page authority Mobile Ready Page speed Errors Mobile SEO Ranking Factors Same as on desktop pages, link equity of your site and of the page is s?ll an important ranking factor Having a mobile ready site will not only have you ahead of compe?tors that are not ready but also provide a beEer user experience and improve conversion rates. Google wants mobile pages to load in one second or less Correc?ng errors such as faulty redirects (separate mobile sites), sob 404s and Incorrectly handling Googlebot-Mobile will allow your site to be indexed more easily
  • Challenges The Of building a Mobile Site There is no single standard Google has been slow adop?ng new technologies Variety of mobile devices Dierences in user behavior across devices Compe?ng with resources dedicated to the mobile app
  • Why a unique URL is the best op=on for Mobile SEO Unique URL Link equity is consolidated into one URL Makes sharing the URL easier Its the preferred choice by both Google and Bing
  • Responsive Design Dynamic Serving Separate Mobile Site What options do we have Google supports three dierent congura?ons for crea?ng smartphone-op?mized websites: Serves the same HTML for one URL and uses CSS media queries to determine how the content is rendered on the client side: This is Googles recommended congura=on Serves dierent HTML for one URL depending on the user-agent. Use the Vary HTTP header to indicate you're doing this Redirects users to a dierent URL depending on the user-agent. Use bidirec?onal link annota?ons to indicate the rela?onship between the two URLs for search engines. Source: hips:// Unique URL Solu?ons
  • Some Mobile Web Stats More than 30% of users access the web through a mobile device 34% of cell internet users go online mostly using their phones, and not using some other device such as a desktop or laptop computer. Faster adop=on Mobile web adop?on is 8 ?mes faster than web did in the 1990s and early 2000s 1.2 billion There are 1.2 billion people accessing the web through their mobile device 1 in 3 Mobile searches have local intent vs. 1 in 5 in Desktop 22% of Trac Mobile trac already accounts for 22% of all trac, where Tablets are 12% Source:
  • Think about how YOU behave with a phone Think about how the user behaves
  • Lets look at a case scenario Consumers dont use smartphones as phones, in the traditional sense. They use them to get data in real-time, wherever they happen to be Maybe a restaurant in the area, a hotel or how to get to a place We need to find something The phone can help us either through a specic app or through performing a search Phone
  • Perform as few clicks (taps) as possible to get what I want A page that takes advantage of my devices features (geoposi?oning) Informa?on that is easy to read Forms that are easy to complete (one hand) A page that is quick to load A page that doesnt consume my data plan What do I want? My device can provide the browser with informa?on that can make my mobile experience faster and beier such as Loca?on Technology
  • Responsive Design Dynamic Serving Same URL
  • Responsive Design This is s?ll Googles main recommenda=on This works great for when you want to deliver the same content regardless of the device the user is using. The crawl is ecient, users dont experience the slowdowns that redirects bring, and search engines have just one page to index and rank. When and Why ?
  • Responsive Design Examples when responsive design is the best op=on Blogs tend to serve the same content regardless of the device that is reques?ng the page Blogs When the products oered are not inuenced, by loca?on or type of device reques?ng the page & shopping experience has been op?mised to work across devices Transactional Pages Companies with a single loca?on and pages that purely describe their services Corporate pages
  • Dynamic Content Serving There are some complexi=es This works great for when you need to deliver dierent content for dierent devices The content is more targeted Higher chances of conversion Informa?on more relevant to the user When and Why ? Google: we recommend that the server sends a hint to request that Googlebot for smartphones should crawl the page, too, and thus discover the mobile content. This hint is implemented using the Vary HTTP header. Beyond the Rack didnt just want to duplicate their desktop experience, but to improve it for on-the-go-consumers. Beyond the Rack saw the mobile conversion rate double. Mobile revenue soared from 10% to 21% of total sales Source: hip://sta?
  • Dynamic Content Serving Examples when Dynamic Content Serving is the best op=on When products can be inuenced by loca?on, type of device, etc. Transactional Pages When the company has several oces in dierent loca?ons and want to serve dierent content according to the loca?on of the client Corporate pages Relevancy of news can be inuenced by the loca?on of the person visi?ng the site News & Magazines
  • Understand your Audience The power of analy0cs Only by understanding who is visiting your site and what are they expecting to find there you will be able to provide the best mobile experience to your visitors
  • They will give you the best insights to understand your audience Use Google Analy?cs segments to segregate trac between desktop and mobile, and analyse the keywords your visitors use to get to your site. Are they similar to the keywords for your desktop trac? Is there any hint the user is trying to use the special features of the phone such as loca?on (keyword: near me?) Use Analytics and GWT In Google Webmaster Tools you can not only iden?fy the search queries that lead to your site but also if Google is having any problems accessing your mobile ready site.
  • Mobile Web Approach When to use each solu?on Is it easy to implement responsive design? Dynamic Your content is irrelevant to the users loca=on? Responsive When deciding the approach you are going to take you need to analyse your content and your trac and use the diagram on the leb (or a similar one) to decide which solu?on do you need to use Analyse Same mobile & desktop Content? No No No Yes Yes Yes
  • Videos Redirects Errors Desktop site Inters==als Googles warnings regarding mobile In June 2013, Google issued some new Guidelines for mobile-op?mized sites, these included some recommenda?ons to avoid common errors, including: Using videos that dont play on mobile devices Faulty redirects (redirec?ng mobile visitors to the wrong page on your mobile site) Pages that deliver 404 (page unavailable) errors to mobile visitors Linking to a PC site when the same content is available on a mobile site Gree?ng visitors with a download-our-app inters??al ads.
  • Twitter: @TruchadoSEO Email: [email protected] LinkedIn: Collaborations; Linkdex SEO Now 2014 now-2014-ebook/ State of Digital Friday Commentary: marketing-teams/ Find me in Thank you