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Page 1: Is Responsive the best solution to all our Mobile SEO problems>

Mobile SEO Is responsive the solution to all our problems?

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I’m  currently  the  Director  of  SEO  of  Expedia  EMEA  

Who is Jose Truchado

But  apart   from   that:   I’m  an   entrepreneur,   Execu0ve  coach  and  Myers  Briggs  prac00oner    I’ve   spent   most   of   my   life   building   projects   and  mentoring   people,  which  means   that   I   have   a   great  curiosity   in   understanding   people’s   behavior   off-­‐line  and  on-­‐line.

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The key to Mobile SEO is to make sure that we adjust the design and content to focus on user’s and devices type’s search behavior and intent

Understand  how    the  different  mobile  solu?ons  can  help  our  SEO  

Mission

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How  do  people  search  on  mobile?  Let’s  look  at  the  basics  

Remember we are thinking about people, not machines or bots!

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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  influences  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    

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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  

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73% of mobile visits trigger an action Whether  it’s  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)  

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Understand  Crawlers  

Search engines want you to deliver the best experience for

mobile users, and by understanding the click speed on your website they’ll know if you

are doing so.

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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  

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Challenges  The  

Of  building  a  Mobile  Site  

ü  There  is  no  single  standard  

ü  Google  has  been  slow  adop?ng  new  technologies  

ü  Variety  of  mobile  devices  

ü  Differences  in  user  behavior  across  devices  

ü  Compe?ng  with  resources  dedicated  to  the  mobile  app  

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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

It’s the preferred choice by both Google and Bing

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Responsive  Design  

Dynamic  Serving  

Separate  Mobile  Site  

What options do we have Google  supports  three  different  configura?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  Google’s  recommended  configura=on  

Serves  different  HTML  for  one  URL  depending  on  the  user-­‐agent.  Use  the  Vary  HTTP  header  to  indicate  you're  doing  this  

Redirects  users  to  a  different  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://developers.google.com/webmasters/smartphone-­‐sites/?hl=en  

Unique  URL  Solu?ons  

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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  Traffic  Mobile  traffic  

already  accounts  for  22%  of  all  

traffic,  where  Tablets  are  12%    

Source:  statcounter.com  

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Think  about  how  YOU  behave  with  a  phone  

Think about how the user behaves

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Let’s look at a case scenario “Consumers don’t 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  specific  app  or  through  performing  a  

search    

Phone

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•  Perform  as  few  clicks  (taps)  as  possible  to  get  what  I  want  

•  A  page  that  takes  advantage  of  my  device’s  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  doesn’t  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

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Responsive Design Dynamic Serving

Same  URL  

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Responsive Design This  is  s?ll    Google’s  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  efficient,  users  don’t  experience  the  slowdowns  that  redirects  bring,  and  search  engines  have  just  one  page  to  index  and  rank.  

When and Why ?

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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  offered  are  not  influenced,  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

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Dynamic Content Serving There  are  some  complexi=es  

This  works  great    for  when  you  need  to  deliver  different  content  for  different  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  didn’t  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?c.googleusercontent.com/media/www.google.com/en//think/mul?screen/pdf/beyond-­‐the-­‐rack-­‐mul?-­‐screen-­‐resources_case-­‐studies.pdf  

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Dynamic Content Serving Examples  when  Dynamic  Content  Serving  is  the  best  op=on  

When  products  can  be  influenced  by  loca?on,  type  of  device,  etc.  

Transactional Pages

When  the  company  has  several  offices  in  different  loca?ons  and  want  to  serve  different  content  according  to  the  loca?on  of  the  client  

Corporate pages

Relevancy  of  news  can  be  influenced  by  the  loca?on  of  the  person  visi?ng  the  site  

News & Magazines

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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”

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They  will  give  you  the  best  insights  to  understand  your  audience  

Use  Google  Analy?cs  segments  to  segregate  traffic  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  traffic?  

•  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.  

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Mobile Web Approach When  to  use  each  solu?on  

Is  it  easy  to  implement  responsive  design?  

Dynamic  

Your  content  is  irrelevant  to  the  user’s  

loca=on?  

Responsive  

When  deciding  the  approach  you  are  going  to  take    you  need  to  analyse  your  content  and  your  traffic  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  

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Videos    

Redirects  

Errors  

Desktop  site  

Inters==als  

Google’s 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  don’t  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.  

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http://about.me/truchado Twitter: @TruchadoSEO Email: [email protected] LinkedIn: http://uk.linkedin.com/in/josetruchado/ Collaborations; Linkdex SEO Now 2014 http://www.linkdex.com/resources/r/seo-now-2014-ebook/ State of Digital Friday Commentary: http://www.stateofdigital.com/digital-marketing-teams/

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