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

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THANK YOU!SEE YOU IN =TEXT(TODAY()+235,"MMMM")

SEE YOU IN OCTOBER!