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What Google wants
“The goal of many of our ranking changes is to help searchers find sites that provide a
great user experience and fulfil their information needs. ”
Our strategy therefore is to create a better search result for our clients than their
This can be split into two simple to understand factors:
• Creating more authority & being a better/more reputable company
• Making better landing pages, specifically your primary pages
is listening to…
A great mobile site experience is becoming increasingly important, and users will
keep looking for a mobile-friendly site until they find one that works for them. That
means your competitors will benefit if your site falls down on the job (and vice
• 61% of users said that if they didn't find what they were looking for right away on
a mobile site, they'd quickly move on to another site
• 79% of people who don't like what they find on one site will go back and search
for another site
• 50% of people said that even if they like a business, they will use them less often
if the website isn't mobile-friendly
It turns out that you can lose more than the sale with a bad mobile experience. A site
that's not designed for mobile can leave users feeling downright frustrated, and
these negative reactions translate directly to the brands themselves.
• 48% of users say they feel frustrated and annoyed when they get to a site that's
• 36% said they felt like they've wasted their time by visiting those sites
• 52% of users said that a bad mobile experience made them less likely to engage
with a company
• 48% said that if a site didn't work well on their smartphones, it made them feel
like the company didn't care about their business
How does Google index & rank mobile sites?
When you search Google using a mobile phone you are searching the exact same
index as you would on a desktop
Google clusters the desktop & mobile versions of a page and consolidates ranking
signals, sending users to the most appropriate version depending on their device
Usually Google sends mobile visitors directly to the mobile version so they don’t
need to be redirected
Mobile user experience & lots of other factors will determine the rankings of the
domain to mobile searchers independently from desktop searchers
How long do you have to engage a user?
Jacob Nielson – useit.com
Why is this?
We all can suffer from Analysis Paralysis
This is why we stereo type – we create mental shortcuts
The same rules apply to your site
This is why we find visualisations (such as info-graphics) so engaging
Your design 3.8 seconds to establish…
Are you right for me?
Have you answered my
Do you look credible?
Can I trust you with my
The user returned to
search. You did not satisfy
Return to Search
You have a few seconds to get
the visitors attention and
persuade them that they have
arrived at a site that will answer
If they go back to Google that’s
a negative signal
Google have issued clear
recommendations on what it
expects to see from mobile
You have 3 options…
HTML & CSS
It will massively effect your performance
Mobile orders up 98%
Conversions up 20%
Each require very specific and different
methods of technical implementation.
Getting it wrong could put you in the
firing line for all sorts of issues.
Mobile SEO Summary
Make you site as good as it can be, both in terms of
Experience & Usability
Focus on getting the technical implementation right
Handling integration with apps
Make it responsive (if appropriate)