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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)
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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
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure Quality
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
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
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
Users are not arriving via your homepage
http://www.google.com/think/research-studies/mobile-path-to-purchase-5-key-findings.html
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
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?
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
Google have issued clear recommendations on what it expects to see from mobile optimised websites
https://developers.google.com/webmasters/smartphone-sites/details
It will massively effect your performance
+100% MOBILE
CONVERSION
+20% CLICK
THROUGH RATE
+51% MOBILE
CONVERSION
+28% TRAFFIC
INCREASE
Walmart.ca
Tablet first
Mobile orders up 98%
Conversions up 20%
bit.ly/17NK6KU
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.
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)
Thank you!
Please email any questions to [email protected] or get in touch via twitter.com/patrickaltoft