The Mobile SEO Opportunity in 2016

• Nick Wilsdon• Lead SEO, Vodafone Group• @nickwilsdon

22 Country Markets

55 Partner Markets

$43.2 billion Revenue Per Year

446 million mobile customers

93,000 employees

Source: Vodafone Annual Report 2015

Mobile becoming the primary way users go online

Source: Google https://www.consumerbarometer.com

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“I access the internet more often on smartphone than computer”

But few are using mobile devices to purchase

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Which device do you use to make purchases?

Smartphone Tablet Computer

The worrying state of the mobile web

Question: What do you tend to do when you run into problems using a website on a smartphone?

• Continue to use the same site on a smartphone (15%)

• Use the same site but on another device (50%)

• Find another site that works better on a smartphone (24%)

• Call or visit the store (7%)

• Try the same site via a smartphone again at a later time (25%)

There are success stories out there1 in 8 people in the UK have downloaded app

Now 50%+ of orders come through the app

1%

27.5%38.3% 40%

50%

2012 2013 2014 2015 2016

Dominos App Orders

Increased mobile search & reduced friction

8

Competition for mobile web is fierce

https://goo.gl/vwWhjj

1st Pillar: Accelerate

Performance

Responsive Web Design (RWD)Secure Web

1st Pillar: Accelerate…continued

Google AMP Progressive Web Apps (PWA)

Android Instant Apps

AMP Cache

2nd Pillar: Engage

Smart App Banners

App Deep Linking

Google Voice Assistant

20% of US mobile searches are now done by voice

Google Home

3rd Pillar: ConvertCredential Management API

CRO

Forms are completed 25% more when autofill is available

#io16

Web Payments

4th Pillar: Retain

Push Notifications• Push Notifications allow you to connect with users

even when the browser is not running

• Useful for alerting users to changes in dynamic information or e-commerce alerts

• Over 10 billion push notifications are sent every day in Chrome, and it’s growing quickly

• Users who enabled push notifications opened those notifications 38% of the time and recovered carts 9x more often than other users (source: Jumia)

Android Native Solution (NEW)“I am excited to say that the mobile web is open for business”

Rahul Roy-ChowdhuryVP Product Management, Chrome#io16 2016

Summary

The mobile web is broken – performance, UI and SEO

Trends prove that “mobile first” approach is only future-proof option

New techniques to increase mobile performance and conversion

Take practical steps now to build your mobile strategy

@NickWilsdon

Thank You