SMX Advanced 2014 Session #SMX #14C - What Advanced SEOs Should Be Doing About Mobile - What Advanced SEOs Should Be Doing About Mobile By Michael Martin @Mobile_Martin Of Covario Read up on SEO at http://searchengineland.com

1. / COVARIO
By: Michael Martin PMP, Senior SEO Manager
WHAT ADVANCED SEOS SHOULD BE
DOING ABOUT MOBILE
@mobile__martin (2 underscores) @covario

2. MOBILE SEARCH EXPANSION
Percentage of Internet Use Worldwide Percentage of Search
Mobile Search is now over 33% of all search in 2014
Percentage of Internet Use Worldwide Percentage of Search
@mobile__martin (2 underscores) @covario
2 / ©2014 Covario, Inc. All rights reserved.

3. Localized Terms
(pizza, gas, store, police, zoo, hospital, phone, etc.)
THE MOBILE SEARCH RESULT DIFFERENCE
3 / ©2014 Covario, Inc. All rights reserved.
41.7% of results are the same on a desktop vs. mobile
Generic Terms
(laptop, servers, desktop, google, apple, windows, etc.)
26.5% of results are the same on a desktop vs. mobile
58.3%Variance in Results
from Desktop vs. Mobile
73.5%Variance in Results
from Desktop vs. Mobile
@mobile__martin (2 underscores) @covario

4. MOBILE STRATEGY EVOLUTION FOR SEARCH
4 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario

5. MOBILE KEYWORD IDENTIFICATION
5 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario

6. ADDRESS SPEED AND USABILITY
6 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario

7. MOBILE KEYWORD INTENT FROM DATA
7 / ©2014 Covario, Inc. All rights reserved.
 Stock of product available nearby
 Top X products/services
 Reviews (especially locally/friends)
 Videos and interactions with products
 Click to call and locations
@mobile__martin (2 underscores) @covario

8. RWD RESULTS – YEAR OVER YEAR
8 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario
Mobile SEO Traffic - +81%
Mobile Rankings - +1
Conversions - +23%
12 Months after RWD implemented from m. or non-mobile version
Sample Set = 2,124,768 pages

9. AVERAGE MOBILE RESULTS – NON SEO - YOY
9 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario
Mobile Traffic - +75%
Mobile Rankings - +1
Conversions - +17%
Intelligent Positioning, Smart Insights and Covario data

10. DYNAMIC/ADAPTIVE SERVING RESULTS - YOY
10 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario
Mobile SEO Traffic - +167%
Mobile Rankings - +3
Conversions - +82%
12 Months after dynamic serving was implemented from a responsive web design or separate mobile instance
Sample Set = 1,322,198 pages

11. CROSS DEVICE / INTERNET OF THINGS SEO
11 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario

12. ADVANCED ACTIONABLE INSIGHTS
12 / ©2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario
 RWD for scale & dynamic for hub pages
 Dynamic/Adaptive should be used if mobile
intent is significantly different than desktop
 Mobile SEO can only be applied to dynamic
serving & separate instance implementations
 Your website should adapt than respond

13. 13 / © 2014 Covario, Inc. All rights reserved.
@mobile__martin (2 underscores) @covario