Mobile SEO

Opportunities in 2016

Increased Visibility,

Performance

and Quick Wins

• Nick Wilsdon

• Lead SEO, Vodafone Group

• @nickwilsdon

Mobile becoming the primary way users go online

Source: Google https://www.consumerbarometer.com

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“I access the internet more often on smartphone than computer”

UK 27%ZA 69%IN 57%

@NickWilsdon

We are past the mobile tipping

point

@NickWilsdon

But few are using mobile devices to purchase

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Which device do you use to make purchases?

Smartphone Tablet Computer @NickWilsdon

UK 7%

The worrying state of the mobile web

Question: What do you tend to do when you run

into problems using a website on a smartphone?

• Continue to use the same site on a smartphone

(15%)

• Use the same site but on another device (50%)

• Find another site that works better on a

smartphone (24%)

• Call or visit the store (7%)

• Try the same site via a smartphone again at a later

time (25%)

@NickWilsdon

There are success stories out there

1 in 8 people in the UK have downloaded app

Now 50%+ of orders come through the app

1%

27.5%

38.3% 40%50%

2012 2013 2014 2015 2016

Dominos App Orders

Won by marketing app & reducing friction

@NickWilsdon

https://goo.gl/vwWhjj

@NickWilsdon

1st Pillar: Accelerate

Google AMP

@NickWilsdon

• Good option for publishers

• Opportunity for additional

visibility in Google

1st Pillar: Accelerate…

Progressive Web Apps (PWA) Android Instant Apps

@NickWilsdon

pwa.rocks

2nd Pillar: Engage

App Indexing & LinkingVoice Assistant

Rich Cards Smart App Banners

3rd Pillar: Convert

Credential Management API

CRO

Forms are completed 25% more

when autofill is available

#io16

Web Payments

@NickWilsdon

4th Pillar: Retain

Push Notifications

Users who enabled push

notifications opened those

notifications 38% of the time and

recovered carts 9x more often

than other users- Google Study (Jumia)

Over 10 billion push notifications

are sent every day in Chrome, and

it’s growing quickly

@NickWilsdon

Android Native Solution (NEW)

“I am excited to say that

the mobile web is open

for business”

Rahul Roy-Chowdhury

VP Product Management, Chrome

#io16 2016

@NickWilsdon

Key steps in your mobile strategy

Performance

Responsive Web Design (RWD)Secure Web

@NickWilsdon

Bypass development blocks with tag management

goo.gl/K8prKACreate an SEO data layer to quickly

take advantage of changes in this

evolving field

@NickWilsdon

Plan your long-term mobile strategy

• Mobile-first often requires big changes to a

digital business. Start the planning now.

• Ensure SEO is getting credited with

mobile/app traffic and conversions

• Seek out cross-channel opportunities to

build support for the transformation

• Realise that mobile SEO can align and

drive larger objectives across the business

(e.g. customer experience)

@NickWilsdon

Summary

@NickWilsdon

Understand the new techniques available to you within Mobile SEO

Keep up-to-date with evolving mobile opportunities, not just within SEO

Start planning your long-term mobile strategy to keep ahead of the traffic

@NickWilsdon

Thank You