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Creating a Future Proof Mobile SEO Strategy by Patrick Altoft

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Publié dans : Marketing, Technologie, Business
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Creating a Future Proof Mobile SEO Strategy by Patrick Altoft

  1. 1. Creating a Future Proof Mobile SEO Strategy Patrick Altoft – Director of Search
  2. 2. baynote.com/infographic/mcommerce-takes-off/
  3. 3. 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. ” Matt Cutts Our strategy therefore is to create a better search result for our clients than their competitors. 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
  4. 4. The current Sentiment Engagement NEWS DESIGN BUILD Quality Structure CITATIONS is listening to… CONTENT CONVERSATIONS Authority BLOG Satisfaction SOCIAL Relevance Freshness
  5. 5. Great experience 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 versa). • 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 http://www.google.com/think/research-studies/what-users-want-most-from-mobile-sites-today.html
  6. 6. Bad experience 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 not mobile-friendly • 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 http://www.google.com/think/research-studies/what-users-want-most-from-mobile-sites-today.html
  7. 7. How does mobile search work?
  8. 8. 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 http://searchengineland.com/the-definitive-guide-to-mobile-technical-seo-166066
  9. 9. Tags
  10. 10. Don’t Frustrate Your Customers
  11. 11. Storefinders
  12. 12. wtfmobileweb.com
  13. 13. idontwantyourfuckingapp.tumblr.com
  14. 14. Smart App Banners This is OK
  15. 15. Mobile Path To Purchase
  16. 16. Users are not arriving via your homepage http://www.google.com/think/researchstudies/mobile-path-to-purchase-5-keyfindings.html
  17. 17. Store locators are very important
  18. 18. Having your buying guides available on mobile is very important
  19. 19. Mobile is growing £1m/month from a mobile site
  20. 20. How can you use design to improve your SEO?
  21. 21. How long do you have to engage a user? 3.8 seconds Jacob Nielson – useit.com
  22. 22. 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
  23. 23. Your design 3.8 seconds to establish… • • Relevance Are you right for me? Have you answered my question? • • Trust Do you look credible? Can I trust you with my money?
  24. 24. Or else… The user returned to search. You did not satisfy their objectives.
  25. 25. 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 their query If they go back to Google that’s a negative signal
  26. 26. Ensure your web design is Responsive*
  27. 27. Google have issued clear recommendations on what it expects to see from mobile optimised websites https://developers.google.com/webmasters/smartphone-sites/details
  28. 28. You have 3 options… Fully responsive Dynamically served HTML & CSS Mobile version
  29. 29. It will massively effect your performance +100% MOBILE CONVERSION +51% MOBILE CONVERSION +20% CLICK THROUGH RATE +28% TRAFFIC INCREASE
  30. 30. Walmart.ca Tablet first Mobile orders up 98% Conversions up 20% bit.ly/17NK6KU
  31. 31. 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.
  32. 32. Mobile SEO Summary  Make you site as good as it can be, both in terms of  Design  Experience & Usability  Focus on getting the technical implementation right  Redirects  Analytics  Handling integration with apps  Make it responsive (if appropriate)
  33. 33. App Indexing with Android KitKat The future
  34. 34. How? Easy ways to go mobile
  35. 35. Thank you! Please email any questions to patrick@branded3.com or get in touch via twitter.com/patrickaltoft