SEOzone 2015 - Shyam Dattani - Mobile has changed, have you?

0

Mobile has changed,

have YOU?

@StillShyam@Searchmetrics

Shyam Dattani

1

Digital Strategy Specialist EMEA / APAC at Searchmetrics

Client Success Manager UK / NE at Searchmetrics

SEO Account Executive – Strategic Accounts at iProspect London

SEO Account Analyst at iProspect

2

Source: ComScore Morgan Stanley Research

3

5

From Feb 4th

April 21st, 2015Mobile-Friendliness Update

7

Feb 26th

9 am

http://googlewebmastercentral.blogspot.co.uk/2015/02/finding-more-mobile-friendly-search.html

8

9

10

We put a team of engineers on it…

11

What did we look at?

Top 30 results for 10,000 Keywords

Germany & USACirca. 300,000 Ranking URL’s

> 20 industries

12

13

14

15

16

17

18

19

20

Search results in mobile will prioritise content that is usable!

21

22

Legibility: Can I read it without having to try too hard?

23

Avoid the pinch and scroll…

24

25

Use responsive design…

26

There are many different ways to house mobile content. The best and most favoured way, is however, Responsive design. Gary Illyes of Google mentioned responsive design is hands

down the most preferred design option.

27

28

Don’t disallow resources…

29

Don’t use flash…

30

31

32

33

34

35

36

74% of users will abandon after waiting 5 seconds.

46% of people wouldn’t return to a poor performing site.

Stats from Gomez.

37

38

A 1 second delay in page load time equals 11% fewer page views

Stats from Aberdeen Group.

A 16% decrease in customer satisfaction

and a 7% loss in conversions

39

40

Stats from Aberdeen Group.

41

How can you optimise site speed?

42

Optimise your images

43

Improve server response time & Leverage Browser Caching

44

Avoid Plugins such as Flash, Silverlight & Java.

45

Prioritise Visible Content

Load the above the fold content first

46

Enable compression & Keep file sizes down

Enable compression

Keep file sizes down

Optimise your images

Improve server response time

Leverage Browser Caching

Avoid Plugins such as Flash, Silverlight & Java.

Prioritise Visible Content – Load the above the fold content first

47

What about mobile landing page redirects?

48

49

example.com uses responsive web design

no redirects are needed - fast and optimal

example.com → m.example.com/home

multi-round-trip penalty for mobile users

example.com → www.example.com → m.example.com

Very slow mobile experience

50

51

The Searchmetrics SSO function allows the usage of a mobile user agent to allow to

audit your site structure.

Here you will be able to see things such as page load times, file sizes and redirects in order

to get yourself ready for the mobile era.

52

Optimise for location based search…

53

54

Think like a child…

55

56

In 2014 we found that 36% of mobile web searches were different than their desktop equivalents.

In fact 23% of them were from completely different domains.

This is due to differing user intentions.

- Think Thai Food

57

58

59

60

61

@StillShyam

@Searchmetrics