Mobilegeddon: What It Is and How to Survive It
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Mobilegeddon What It is and How to Survive it
Transcript of Mobilegeddon: What It Is and How to Survive It
Mobilegeddon What It is and How to Survive it
Bryson Meunier SEO Director, Vivid Seats and Columnist, Search Engine Land
John Duncan Founder, 64Labs
MEET THE EXPERTS
How did we get here?
sessions from mobile/tablet
revenue from mobile/tablet
61%
35%
Where is here?
Black Friday: Consumers have gone mobile
The Tipping Point
What does a tipping point look like?
What is Mobilegeddon ??
“The April 21st update will have more of an impact on Google’s search results than the Google Panda update and the Google Penguin update did.
-Zineb Ait Bahajji, Webmaster Trends Analyst for Google ”
Mopocalypse is a slow moving train
What should you focus on?
1
What’s the number one thing you need to do?
How should you estimate potential traffic loss?
2
3 4
What should you do the week of?
How can you prepare for future updates?
Number one thing: Get Mobile-Friendly!! 1
2 Estimate traffic loss: By Industry
Who will lose the most? Sites in industries where mobile traffic exceeds the average (30%) Sites in industries where dominant players are mobile-friendly
2 Estimate traffic loss: By Keyword Analysis
Combine keyword volume with mobile position and CTR to estimate traffic drop for your own site
2 Estimate traffic loss: Compare Mobile to Total
Mobile Traffic Lost Total Traffic Lost
3 Week of: Fix Top Pages
Identify corresponding
template
Prioritize based on revenue
impact
Redesign priority
templates
3 Week of: Fix Top Pages
1. Identify Mobile Usability Issues in Google Webmaster Tools
3 Week of: Fix Top Pages
2. Categorize errors by page type
3 Week of: Fix Top Pages
3. Use analytics to associate important business metrics
3 Week of: Fix Top Pages
4. Reduce errors by redesigning top pages
3 Week of: Fix Top Pages
Use Mobile-Friendly Test to Test Individual Pages
https://www.google.com/webmasters/tools/mobile-friendly/
Use MoovScore to See Your Mobile Health Score &
http://www.moovscore.com/
4 After: Test the Impact
http://www.slideshare.net/SearchMarketingExpo/mobile-seo-case-study-for-vivid-seats
4 After: Improve Mobile Searcher Experience
Focus on page speed
Add deep linking to your app
Optimize for mobile assistants
Add structured
data
https://developers.google.com/speed/pagespeed/insights/ https://developers.google.com/app-indexing/webmasters/app https://developers.google.com/schemas/now/cards https://developers.google.com/structured-data/
4 After: Additive Rather than Reductive
Focus on providing a mobile site experience that is Additive rather than Reductive
4 After: Be an Early Adopter
Sweet spot for most marketers
Ref: Ella Luna
Appendix
INDUSTRY RECOGNITION:
§ Founded 2010
§ San Francisco & London
§ 22+ solution & service partners
§ 120+ customers
§ 200+ mobile experiences
§ Engaging 60M+ monthly mobile visitors
§ 2014 fastest growing vendor to IR500 (289% growth)
§ Google recommended vendor for multi-screen optimization
§ 2014 Moovweb retailers grew 71% faster than overall retail market
About Moovweb
Moovweb Powers Market Leaders
Retailers:
Financial Services:
Travel &Hospitality:
Healthcare:
Brands:
B2B & Manufacturing :
Moovweb Platform Launch fast, iterate often and deliver better mobile experiences
