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Marcus Tober
San DiegoFebruary 23, 2017
HOW TO SURVIVE IN A MOBILE-FIRST WORLD(WHEN YOU'VE SPENT YEARS OPTIMIZING YOUR WEBSITE FOR DESKTOP)
• Founder and CTO of Searchmetrics• Searchmetrics is a software company
(SEO/Content Marketing) with 220 people in Berlin, London, New York and San Mateo
• In LOVE with SEARCH since 2001
Marcus Tober
searchmetrics.com/sandiego-2017
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What is Mobile-First?
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
Desktop-first Index
Mobile-first Index
What does Mobile-First mean for my page?
– John Mueller, Google, July 2016
What doesMobile-Firstmean?
John Mueller – July 2016
“The general idea is that we want the same content available
on your desktop site to be available on your mobile site”
The SAME Content?
REALLY?
Browsing is different: Mobile vs Desktop
Same doesn‘t REALLY mean SAME
Over 15,000words
Under 2,000words
Ranking Factors Desktop vs Mobile
≠
Word Count
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
500
1000
1500
2000
2500
Mobile Desktop
25% less on Mobile!
vs
File Sizevs
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
50,000
100,000
150,000
200,000
250,000
Mobile Desktop
33% smaller on Mobile!
Site Speedvs
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 206
7
8
9
Mobile Desktop
A second faster on Mobile!
Structure of elements: Mobile vs Desktop
Number of Interactive Elementsvs
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
50
100
150
200
250
300
Mobile Desktop
40% fewer on Mobile!
Keyword distribution which searches are made on which device?
Keyword distribution
93%
69%
Looking for answerswhat will my baby look like
26%
65%
9%
Desktop vs Mobile
morphthing.com
26%!65%!
Desktop vs Mobile
And guess what?
Nice!
Desktop vs Mobile
Want a good example of a page with superiormobile visibility ideally
Desktop vs Mobile
Content Marketing Challenges
Worldwide, $145 billion1 is spent on the production and marketing of digital content.
Source #1: Global Content Marketing Spendings 2014 - PQ Media (June 2015)Source #2: A New Era of Content (2015) – iProspect
Only 1 in 5 pieces2 of content is ever consumed by real people and engaged with!= $116 billion is wasted!
$116 billion wasted!
Content Marketing Challenges
26%
Content Marketing Challenges
42%
Content Marketing Challenges
Search is huge
Machine Learning Rank Brain Content Relevance
3.5 billion Google searches per day globally
but…
… the algorithm is more complex than ever!
So … which Ranking Factor matters most?
Ranking Factor: Content Relevance(Content Score)
What’s the average difference in Content/Position?
Ranking Factor: Content Relevance(Content Score)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 2010%
20%
30%
40%
50%
60%
70%
80%
90%
Average Content Score
𝜌=0. 43
Most used solution to create content (still!)
• Lots of effort• Expensive• Unpredictable
Most used solution to create content (still!)
It is our challenge to change people’s habits to create more better content
Our solution – Topic Explorer
Our solution – Content Editor
Content Score
That’s not Rocket Science!
That’s a data-driven approach!
The best content strategies to reach your audience- wayfair.co.uk -
+328 % in 2016
The best content strategies to reach your audience- springlane.de -
+280 % in 2016
The best content strategies to reach your audience- Does quantity matter? -
The best content strategies to reach your audience- Does quantity matter? -
The best content strategies to reach your audience- Does quantity matter? -
-85 % in 2 years
The best content strategies to reach your audience- Be really great in what you do!- Don’t do everything just a little bit!
The best content strategies to reach your audience
+ 68 % in 2 years
- And do it great on mobile too!
The best content strategies to reach your audience
In just weeks their search visibility will cross
May 2016 July 2016
August 2016
BUT
Content needs to be differentdepending on User Intention
https://www.google.com/amp/s/www.buzzfeed.com/amphtml/twopoodles/recipes-for-camping-food
Rank #1
34 imagesEach image has short descriptionLinks to each recipeHigh Social Engagement
User Intention = Inspiration!
✓✓✓✓
Search Query & ExpectationsExample: “cooking while camping”
Good content structure: Ordered list
✓AMP and HTTPS✓
http://www.quickanddirtytips.com/house-home/food/how-to-cook-while-camping
Rank #9
Only 3 images
WAY too much textLack of content structure
User Intention NOT met
✗✗
✗
Search Query & ExpectationsExample: “cooking while camping”
The user needs to feel happy with the result.
User Experience
But businesses often fail in providing the right contentfor the respective user intention
?
To engage perfectly with your audience, you’ll need …
… the right content … in the right moment … on the right device.
• Google has 3.5 billion searches per day globally
• 81% of online shoppers read product reviews or related information before making a purchase
• But 79% of all purchases still happen offline
Source: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
Online/Offline buying process
• 54% of offline shoppers conduct online research before they buy offline(ROBO: Research Online, Buy Offline)
Source: https://marketingtechblog.com/robo-research-online-buy-offline/
Online/Offline buying process
There is no bestbuy.com ranking on 1st or 2nd page on Google.com
OMG! There is an incredible search volume behind this kind of informational -> transactional search…!
They JUST DON’T HAVE A PAGE to compare popular smartphone models with each other!
6 6s 7???
Comparing iPhones
?
?
??
To engage perfectly with your audience, you’ll need …
… the right content … in the right moment … on the right device.
searchmetrics.com/sandiego-2017
Get the Slides!
THANK YOU!SEE YOU IN =TEXT(TODAY()+235,"MMMM")
SEE YOU IN OCTOBER!
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