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Mobile First: A Era do Mobile Chegou? - Search Masters Brasil 2014

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Palestra sobre Mobile apresentada no evento Search Masters Brasil 2014. Sobre tendências, comportamento de consumo mobile, investimento de mídia em mobile e SEO.

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Mobile First: A Era do Mobile Chegou? - Search Masters Brasil 2014

  1. 1. Mobile First A vez do Mobile finalmente chegou? Gustavo Bacchin @gustavobacchin
  2. 2. Ano Passado… http://www.slideshare.net/gbacchin/o-futuro-da-busca-e-seo-search-masters-brasil-2013
  3. 3. Shift no Comportamento Fenômeno Tablet: crianças online cada vez mais cedo. Fonte: http://eprints.lse.ac.uk/52630/1/Zero_to_eight.pdf
  4. 4. Shift no Comportamento Fenômeno Tablet: adultos online, entre 65-74 anos, triplicou em 2 anos. Fonte: http://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/adults-media-lit-14/
  5. 5. Shift no Comportamento Multi Screen (já desde cedo!) Fonte: http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf
  6. 6. Shift no Comportamento Escolha do Device de acordo com objetivo e ambiente Fonte: https://www.comscore.com/Products/Audience-Analytics/Device-Essentials
  7. 7. Shift no Comportamento Consumo e Interação com marcas é Multi Canal Fonte: http://www.digitalstrategyconsulting.com/intelligence/2013/07/the_social_media_landscape_in_2013_how_to_make_less_noise_and_more_buzz_infographic.php
  8. 8. Shift no Comportamento STS: “Síndrome de Tédio Social”
  9. 9. Smartphones no Mundo 1.5 3.5 1.5 2 2014 2017 Em Bilhões Smarphones Desktop Fonte: Benedict Evans, Andreessen Horowitz
  10. 10. Venda continua crescendo… 75% Smartphones 25% Feature Phones
  11. 11. Busca Mobile no Google aumentou 3.000% nos últimos 2 anos
  12. 12. E teve Copa! E a busca no Mobile?
  13. 13. Busca aumentou 10% comparado ao mês anterior!
  14. 14. Buscas no YouTube aumentaram 11x na abertura Copa e se manteve 3.5x até o final
  15. 15. Ganhou relevância nas Cidades Sedes
  16. 16. Fatos Curiosos • Durante o jogo Brasil x Croácia, as buscas por "como fazer pipoca doce" duplicaram no Brasil. O mesmo aconteceu com a busca por “unhas decoradas com a bandeira do Brasil”. • As buscas por "Freddy Mercury" também dispararam após o artilheiro Fred aparecer com um bigode parecido com o cantor do Queen.
  17. 17. Social é Mobile Fonte: http://mashable.com/2014/04/03/social-media-mobile-chart/
  18. 18. Social é Mobile
  19. 19. Social é Mobile
  20. 20. Vídeo é Mobile • Tablets • 4G/LTE • Netflix, Hulu Fonte: http://www.businessinsider.com/the-rise-in-mobile-video-viewing-is-having-a-major-impact-on-online-video-revenues-2014-6
  21. 21. Vídeo é Mobile Fonte: http://www.proxxima.com.br/home/mobile/2014/09/19/Pesquisa-visualizacoes-de-v-deo-via-mobile-cresceram-400-nos-ultimos-2-anos.html
  22. 22. “Smartphones estão a ponto de se tornar a plataforma de mídia dominante e estarão na mão de bilhões de pessoas.” Benedict Evans, Venture Capitalist da Andreessen Horowitz
  23. 23. Mobile Ads is Big Business! 35 Bilhões de Views! Fonte: http://www.businessinsider.com/the-rise-in-mobile-video-viewing-is-having-a-major-impact-on-online-video-revenues-2014-6
  24. 24. Mobile Ads is Big Business! 2014: U$11.9 Bi 2018: U$41.8 Bi Fonte: http://www.businessinsider.com/mobile-video-and-real-time-bidding-are-driving-a-boom-in-digital-advertising-2014-7
  25. 25. Mobile Ads is Big Business! Fonte: http://www.businessinsider.com/mobile-video-and-real-time-bidding-are-driving-a-boom-in-digital-advertising-2014-7
  26. 26. Ecommerce é Mobile "Os dispositivos móveis mudaram não apenas a mentalidade do consumidor, mas também o ciclo de compras.” David Bell, Especialista em Comportamento do Consumidor para Varejo e Professor da Wharton University
  27. 27. Mobile Commerce nos EUA em 2014: U$23Bi
  28. 28. Mobile Commerce nos EUA Showrooming
  29. 29. Quem está fazendo certo…
  30. 30. Quem está fazendo certo… 50% da receita!!!
  31. 31. E o que eles tem em comum? 1. Tempo de carregamento: máximo 5 segundos; 2. Design simples e intuitivo; 3. Fotos e banners de alta resolução; 4. Pouca ou nenhuma paginação e “scrolling”; 5. Busca eficiente e leitor de código de barras; 6. Processo de checkout expresso; 7. Formas de pagamento “expressas”, como Paypal.
  32. 32. Mobile e Taxa de Conversão https://econsultancy.com/blog/63185-14-brands-that-increased-conversion-rates-via-responsive-design#i.xgmjs8gojd8izm
  33. 33. Top 5 Dicas SEO para Mobile
  34. 34. Créditos:
  35. 35. Responsivo, Dedicado ou Server Side? Produção/ Desenvolvimento Configuração /TI Tempo de Carregamento Indexação do Conteúdo Reputação do Domínio Dedicado (m.) Server Side (dinâmico) Responsivo
  36. 36. Dica 1: Escolha o formato Responsivo 1. De acordo com o Google, não existe benefício para posicionamento no resultado orgânico.* 2. Porém, a sugestão do Google é site Responsivo. 3. Siga as recomendações do Google: https://developers.google.com/webmasters/smartphone-sites/ 4. Ter um domínio/subdomínio concentra a reputação e autoridade em uma única URL. 5. Mas tome muito cuidado com Tempo de Carregamento! * Fonte: https://www.seroundtable.com/google-responsive-design-ranking-19127.html
  37. 37. Dica 2: Se Dinâmico, use “Vary HTTP Header” • Ajuda ISPs decidir sobre servir cache ou não. • Ajuda Googlebot identificar conteúdo otimizado para Mobile. Como fazer: https://developers.google.com/webmasters/smartphone-sites/details
  38. 38. Dica 3: Se Dedicado, use Switchboard tags Fonte: http://searchengineland.com/switchboard-tags-like-canonical-tags-but-for-mobile-seo-127676
  39. 39. Dica 4: Otimização de Imagens com WebP • 26% menor que PNGs • Até 34% menor que JPEGs • Porém, ainda não suporta IE e Safari Fonte: https://developers.google.com/speed/webp/?hl=pt-BR
  40. 40. Dica 5: Links Patrocinados e Local!
  41. 41. DICA EXTRA!!! • Checklist Mobile SEO: http://moz.com/blog/mobile-site-audit-checklist
  42. 42. O que é Mobile First? Quer saber mais? http://tableless.com.br/mobile-first-a-arte-de-pensar-com-foco/
  43. 43. Google é Mobile First? Jon Wiley – Lead Designer for Google Search
  44. 44. Mobile não é só Smartphone! • Drivables (Apple CarPlay) • iBeacon • Wearables – Google Glass e Oculus Rift – Smartwatches – Bonés e Camisetas
  45. 45. Mas então, chegamos na era do Mobile First?
  46. 46. Não é Mobile First, Não é Facebook First, Não é Desktop First…
  47. 47. …o consumidor é agnóstico quanto ao Device, Mídia Social, Canal e Plataforma, ou seja…
  48. 48. …estamos na Era do Consumer First.
  49. 49. Obrigado! @gustavobacchin

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