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1
Many Ways to Win in Mobile SEO
Bryson Meunier
Director, SEO Strategy
Resolution Media
TODAY CONTENT IS CONTEXTUALLY RELEVANT
2
Source: http://www.adverblog.com/2014/03/01/this-ad-will-blow-you-away/
THREE BASIC OPTIONS FOR MOBILE SITE CONFIGURATION
3
GOOGLE WANTS YOU TO GO RESPONSIVE IF POSSIBLE
4
BUT THEY DON’T WANT YOU TO DO THIS
5
OR THIS
6
OR THIS
7
OR THIS
8
AND THEY DON’T WANT YOU TO DO IT HERE
9
Google’s feature phone guidelines don’t mention RWD:
https://developers.google.com...
AND THEY ALSO WANT YOU TO CREATE A GREAT USER
EXPERIENCE FOR MOBILE SEARCHERS
• Location-aware
Alerts/Reminders
• Indoor M...
BUT ALL OF THIS IS IMPOSSIBLE TO DO WITH RESPONSIVE AS
GOOGLE HAS DEFINED IT
• Location-aware
Alerts/Reminders
• Indoor Ma...
AND THEY ALSO DEVELOP GOOGLE SEARCH SEPARATELY FOR
DESKTOP, TABLET AND SMARTPHONE
12
Desktop Tablet Smartphone
I.E. THEIR FLAGSHIP PRODUCT, GOOGLE SEARCH, IS NOT RESPONSIVE
13
Desktop Tablet Smartphone
14
HOW RESPONSIVE WEB DESIGN ADVOCATES SEE ME
15
16
• It’s about creating content for the web, rather than native
apps, which have limited visibility in search results
• Good...
• Mobile conversions grow 51% and bounce rate decreases
by 8% for UK debt solution company
• Increases traffic 400% and re...
• If you have some, please see me after panel as Google
turned up nothing
• Most increases seem to be result of moving fro...
• Impossible to create separate experiences when
appropriate for desktop and smartphone searchers when
done as Google defi...
FORRESTER: RWD NOT FUTURE FRIENDLY
21
Source: https://www.moovweb.com/wp/forrester/
22
23
24
25
GOOGLE: 19% OF USERS SEARCHING FROM PLACES THEY
HAVEN’T BEEN ABLE TO SEARCH PREVIOUSLY
26
Source: Google “Mobile Search Mo...
THIS LEADS TO NEW QUERIES AND SEARCH VOLUMES
27
NEW QUERIES REQUIRE NEW CONTENT AND/OR IA
28
NEW QUERIES REQUIRE NEW CONTENT AND/OR IA
29
MOBILE USERS WANT RELEVANT CONTENT
30
Source: http://www.pwc.com/gx/en/entertainment-media/consumer-intelligence-series-mo...
TODAY CONTENT IS CONTEXTUALLY RELEVANT
31
See video: http://www.adverblog.com/2014/03/01/this-ad-will-blow-you-away/
IF YOU CAN DELIVER A MORE RELEVANT EXPERIENCE THROUGH DYNAMIC
SERVING OR DEDICATED MOBILE SITES, WHY WOULDN’T YOU?
• Locat...
SO DYNAMIC SERVING OR DEDICATED MOBILE SITES IS BEST?
33
• It’s about creating content for the web, rather than native
apps, which have limited visibility in search results
• Good...
• Leading international recruitment company with 42% of
traffic generated via organic search to their dedicated
mobile sit...
• Redirects and workarounds necessary for success
• A lot of marketers make simple redirect errors
• Too often dedicated m...
BIDIRECTIONAL ANNOTATIONS FOR M DOT SITES
37
VARY HTTP HEADER FOR ADAPTIVE SITES
38
WHAT WILL WORK BEST FOR YOUR SITES AND YOUR USERS?
39
MANY WAYS TO WIN!
40
Source: https://prometheuscomic.wordpress.com/2010/06/page/2/
YOU’RE RUNNING OUT OF TIME TO WIN IN MOBILE
41
• “Mobile is coming faster than
anyone expects it. There are a
ton of savvy...
Bryson Meunier
Director, SEO Strategy
Resolution Media
bmeunier@resolutionmedia.com
http://www.brysonmeunier.com
http://ww...
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Many Ways to Win in Mobile SEO

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Presentation from SMX West 2014 in San Jose, 3/12/2014

Publié dans : Business
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Many Ways to Win in Mobile SEO

  1. 1. 1 Many Ways to Win in Mobile SEO Bryson Meunier Director, SEO Strategy Resolution Media
  2. 2. TODAY CONTENT IS CONTEXTUALLY RELEVANT 2 Source: http://www.adverblog.com/2014/03/01/this-ad-will-blow-you-away/
  3. 3. THREE BASIC OPTIONS FOR MOBILE SITE CONFIGURATION 3
  4. 4. GOOGLE WANTS YOU TO GO RESPONSIVE IF POSSIBLE 4
  5. 5. BUT THEY DON’T WANT YOU TO DO THIS 5
  6. 6. OR THIS 6
  7. 7. OR THIS 7
  8. 8. OR THIS 8
  9. 9. AND THEY DON’T WANT YOU TO DO IT HERE 9 Google’s feature phone guidelines don’t mention RWD: https://developers.google.com/webmasters/smartphone-sites/feature-phones
  10. 10. AND THEY ALSO WANT YOU TO CREATE A GREAT USER EXPERIENCE FOR MOBILE SEARCHERS • Location-aware Alerts/Reminders • Indoor Maps • Click to call • Mobile coupons • Store locator • Barcode scanner 10
  11. 11. BUT ALL OF THIS IS IMPOSSIBLE TO DO WITH RESPONSIVE AS GOOGLE HAS DEFINED IT • Location-aware Alerts/Reminders • Indoor Maps • Click to call • Mobile coupons • Store locator • Barcode scanner 11
  12. 12. AND THEY ALSO DEVELOP GOOGLE SEARCH SEPARATELY FOR DESKTOP, TABLET AND SMARTPHONE 12 Desktop Tablet Smartphone
  13. 13. I.E. THEIR FLAGSHIP PRODUCT, GOOGLE SEARCH, IS NOT RESPONSIVE 13 Desktop Tablet Smartphone
  14. 14. 14
  15. 15. HOW RESPONSIVE WEB DESIGN ADVOCATES SEE ME 15
  16. 16. 16
  17. 17. • It’s about creating content for the web, rather than native apps, which have limited visibility in search results • Good for content heavy sites in markets where smartphone adoption is high • Good for marketers that want a mobile friendly site that works reasonably well for affluent audiences and don’t care that much about universal accessibility or relevance • No redirects to slow things down • Requires no workarounds to retain link equity if it’s appropriate for your user THINGS I, BRYSON MEUNIER, LIKE ABOUT RWD 17
  18. 18. • Mobile conversions grow 51% and bounce rate decreases by 8% for UK debt solution company • Increases traffic 400% and revenue by 188% for photographer site • UK ISP doubles traffic and grows sales by 10x RWD CASE STUDIES NOT TOO HARD TO FIND 18
  19. 19. • If you have some, please see me after panel as Google turned up nothing • Most increases seem to be result of moving from no mobile site to RWD • Sometimes lift attributed to RWD when something else was responsible • Might have seen same gains with dedicated mobile site or dynamic serving RWD SEO CASE STUDIES NOT EASY TO FIND 19
  20. 20. • Impossible to create separate experiences when appropriate for desktop and smartphone searchers when done as Google defines it • Not appropriate for emerging markets or older phones • Not easy to make load quickly • All content on site must be made adaptive for a positive searcher experience, which is time consuming and expensive • Difficult to make hyper relevant pages about high volume mobile queries, as RWD is usually based on OneWeb principle WHERE RESPONSIVE DESIGN FALLS SHORT 20
  21. 21. FORRESTER: RWD NOT FUTURE FRIENDLY 21 Source: https://www.moovweb.com/wp/forrester/
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. GOOGLE: 19% OF USERS SEARCHING FROM PLACES THEY HAVEN’T BEEN ABLE TO SEARCH PREVIOUSLY 26 Source: Google “Mobile Search Moments”, March 2013: http://www.google.com/think/research-studies/creating- moments-that-matter.html
  27. 27. THIS LEADS TO NEW QUERIES AND SEARCH VOLUMES 27
  28. 28. NEW QUERIES REQUIRE NEW CONTENT AND/OR IA 28
  29. 29. NEW QUERIES REQUIRE NEW CONTENT AND/OR IA 29
  30. 30. MOBILE USERS WANT RELEVANT CONTENT 30 Source: http://www.pwc.com/gx/en/entertainment-media/consumer-intelligence-series-mobile-advertising-what-do-consumers-want.jhtml
  31. 31. TODAY CONTENT IS CONTEXTUALLY RELEVANT 31 See video: http://www.adverblog.com/2014/03/01/this-ad-will-blow-you-away/
  32. 32. IF YOU CAN DELIVER A MORE RELEVANT EXPERIENCE THROUGH DYNAMIC SERVING OR DEDICATED MOBILE SITES, WHY WOULDN’T YOU? • Location-aware Alerts/Reminders • Indoor Maps • Click to call • Mobile coupons • Store locator • Barcode scanner 32
  33. 33. SO DYNAMIC SERVING OR DEDICATED MOBILE SITES IS BEST? 33
  34. 34. • It’s about creating content for the web, rather than native apps, which have limited visibility in search results • Good for taking advantage of context-specific marketing opportunities • Good for universal relevance and accessibility, as they can work on feature phones • Link equity retained through workarounds • Additional link equity could be gained by creating a jaw dropping user experience-- not just one that can exist on the desktop WHERE DYNAMIC SERVING OR DEDICATED MOBILE SITES WORK WELL 34
  35. 35. • Leading international recruitment company with 42% of traffic generated via organic search to their dedicated mobile site • UK urban clothing retailer with 1300 dedicated mobile pages listed in Google search and 32% of traffic from organic search • 30% increase in speed using dynamic serving for iPhone over desktop DEDICATED MOBILE SITE AND DYNAMIC SERVING CASE STUDIES NOT AS HARD TO FIND AS SOME THINK 35
  36. 36. • Redirects and workarounds necessary for success • A lot of marketers make simple redirect errors • Too often dedicated mobile sites have stripped down mobile experiences, when mobile searchers are going to be looking for a lot of the same things that desktop searchers are, and then some. • Requires more complex information architecture to work well WHERE DYNAMIC SERVING AND DEDICATED MOBILE URLS FALL SHORT 36
  37. 37. BIDIRECTIONAL ANNOTATIONS FOR M DOT SITES 37
  38. 38. VARY HTTP HEADER FOR ADAPTIVE SITES 38
  39. 39. WHAT WILL WORK BEST FOR YOUR SITES AND YOUR USERS? 39
  40. 40. MANY WAYS TO WIN! 40 Source: https://prometheuscomic.wordpress.com/2010/06/page/2/
  41. 41. YOU’RE RUNNING OUT OF TIME TO WIN IN MOBILE 41 • “Mobile is coming faster than anyone expects it. There are a ton of savvy people in this room, and yet no matter how savvy you are I think you might be surprised at how quickly mobile is growing. In some countries mobile traffic has already surpassed desktop traffic. In a ton of other countries it will surpass desktop traffic in the next one or two years.” • Matt Cutts, Head of Spam at Google, 10/23/2013
  42. 42. Bryson Meunier Director, SEO Strategy Resolution Media bmeunier@resolutionmedia.com http://www.brysonmeunier.com http://www.resolutionmedia.com @brysonmeunier THANK YOU!

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