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