Mobile Strategy for the Advanced SEO By Michael Martin

  • Published on
    01-Dec-2014

  • View
    801

  • Download
    0

DESCRIPTION

From the SMX East 2014 Conference in New York City, NY. SESSION: What SEOs Should Be Doing With Mobile . PRESENTATION: Mobile Strategy for the Advanced SEO - Given by Michael Martin, @Mobile_Martin, SEO Manager - Covario. #SMX #21C

Transcript

  • 1. / COVARIO MOBILE STRATEGY FOR THE ADVANCED SEO By: Michael Mar4n PMP, Senior SEO Manager @mobile__mar>n (2 underscores) @covario
  • 2. MOBILE SEARCH EXPANSION Percentage Use Worldwide Percentage of Search Mobile Search is now 40% of all search in 2014 Percentage of Internet Use Worldwide of Search @mobile__mar>n (2 underscores) @covario 2 / 2014 Covario, Inc. All rights reserved.
  • 3. THE MOBILE SEARCH RESULT DIFFERENCE Localized Terms (pizza, gas, store, police, zoo, hospital, phone, etc.) 41.7% of results are the same on a desktop vs. mobile 3 / 2014 Covario, Inc. All rights reserved. Generic Terms (laptop, servers, desktop, google, apple, windows, etc.) 26.5% of results are the same on a desktop vs. mobile 58.3% Variance in Results from Desktop vs. Mobile 73.5% Variance in Results from Desktop vs. Mobile @mobile__mar>n (2 underscores) @covario
  • 4. MOBILE STRATEGY EVOLUTION FOR SEARCH @mobile__mar>n (2 underscores) @covario 4 / 2014 Covario, Inc. All rights reserved.
  • 5. ADDRESS SPEED AND USABILITY @mobile__mar>n (2 underscores) @covario 5 / 2014 Covario, Inc. All rights reserved.
  • 6. MOBILE KEYWORD IDENTIFICATION @mobile__mar>n (2 underscores) @covario 6 / 2014 Covario, Inc. All rights reserved.
  • 7. MOBILE KEYWORD INTENT FROM DATA Stock of product available nearby Top X products/services Reviews (especially locally/friends) Videos and interac4ons with products Click to call and loca4ons @mobile__mar>n (2 underscores) @covario 7 / 2014 Covario, Inc. All rights reserved.
  • 8. RWD RESULTS YEAR OVER YEAR Mobile SEO Traffic - +81% Mobile Rankings - +1 Conversions - +23% 12 Months aer RWD implemented from m. or non-mobile version Sample Set = 2,124,768 pages @mobile__mar>n (2 underscores) @covario 8 / 2014 Covario, Inc. All rights reserved.
  • 9. AVERAGE MOBILE RESULTS NON SEO - YOY Mobile Traffic - +75% Mobile Rankings - +1 Conversions - +17% Intelligent Posi4oning, Smart Insights and Covario data @mobile__mar>n (2 underscores) @covario 9 / 2014 Covario, Inc. All rights reserved.
  • 10. DYNAMIC/ADAPTIVE SERVING RESULTS - YOY Mobile SEO Traffic - +167% Mobile Rankings - +3 Conversions - +82% 12 Months aer dynamic serving was implemented from a responsive web design or separate mobile instance Sample Set = 1,322,198 pages @mobile__mar>n (2 underscores) @covario 10 / 2014 Covario, Inc. All rights reserved.
  • 11. CROSS DEVICE SEO @mobile__mar>n (2 underscores) @covario 11 / 2014 Covario, Inc. All rights reserved.
  • 12. ADVANCED ACTIONABLE INSIGHTS RWD for scale & dynamic for hub pages Dynamic/Adap4ve should be used if mobile intent is significantly different than desktop Mobile SEO can only be applied to dynamic serving & separate instance implementa4ons Your website should adapt than respond @mobile__mar>n (2 underscores) @covario 12 / 2014 Covario, Inc. All rights reserved.
  • 13. @mobile__mar>n (2 underscores) @covario 13 / 2014 Covario, Inc. All rights reserved.