Date post: | 08-Aug-2015 |
Category: |
Marketing |
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Understanding The Mobile SEO Opportunity
Nick Wilsdon
Lead SEO, Vodafone Group
Mobile Becoming Primary Internet Access Point
Source: Google https://www.consumerbarometer.com 2
Austri
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0%
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25%
30%
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Question: How Do You Access Internet
More often via smartphone than computer / tablet Equally via smartphone & computer / tablet
@nickwilsdon
Mobile Only Access Now Reality
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Question: How Do You Access Internet
Source: Google https://www.consumerbarometer.com @nickwilsdon
Mobile Website vs. App – Who Wins?
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smartphone tablet
88% 82%
12%18%
app activity browser activity
30%
33%
37%
favour appsfavour mobile webequal
Source: comScore – Oct 2014
Source: IAB– Dec 2014
52% of users in the IAB study admit clicking web links within apps – in our always-on world, can people tell the difference between app and mobile web?
@nickwilsdon
Mobile Web vs. App – Whole New Level of Integration
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“Sometimes the best answer is on a website, and sometimes it’s in an app.” – Google
App indexing is not new, introduced in 2013 but it can now be used to index content on apps that are not installed on the user’s device
When users click an app result, they will be prompted to open the application or download it.
Available in Bing (MS Store) and with iOS apps
How will we do this? Mobile App Sitemapshttps://developers.google.com/app-indexing/introduction
@nickwilsdon
Choosing the User Journey By Search Query or Intent
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Combined Mobile Search & App
Experience
Network
Coverage
Billing & Top
up
Device Suppor
t
Personalised FAQs
Account
Support
New opportunities for data driven (i.e. personalised) responses to searches = better user experience
@nickwilsdon
Many Mobile Journey’s Are Broken
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Norway
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United
King
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0%
20%
40%
60%
80%
100%
120%
Question: Which device did you use to make your purchase
Smartphone Tablet Computer
Source: Google https://www.consumerbarometer.com @nickwilsdon
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%)
Which Explains Low Mobile Conversion Rate
8Source: Google https://www.consumerbarometer.com @nickwilsdon
Get Inspired By Domino’s App Success Story
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1 in 8 people in the UK have downloaded app
Now 40%+ of orders come through the app
2012 2013 2014 2015
1%
27.5%
38.3%40%+
Dominos App Orders
Increased use (on move) & reduced friction
@nickwilsdon
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“More Google searches take place on mobile devices than on computers in 10 countries
including the US and Japan*.”- Google – Inside Adwords Blog, May 2015
* Now confirmed that the UK was one of these countries - Eileen Naughton, Managing Director and VP for sales and operations in Google UK-Ireland / 15th June 2015
Mobile Tipping Point Arrived in May 2015
@nickwilsdon
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“Publishers are ready to ramp up content distribution on Facebook’s Instant Articles in the coming days”- The Wall Street Journal – June 25th 2015
Expect More Carrots Than Sticks
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Google is busy pulling levers to increase the quality of their mobile results. This is a great opportunity for advertisers.
• Google will be considering “high quality” apps a positive ranking factor in mobile search
• Google experimenting with “Mobile Friendly” tag in PPC results – will this be rolled into Quality Score?
• Now on Tap can navigate between apps and generate more information about the content in apps
• All of this will drive app downloads and engagement with your brand
@nickwilsdon
Your Mobile SEO Checklist
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• Acceptable Mobile Configuration (passing Google’s Mobile Friendly Test)*
• Responsive Website Design (RWD)
• Monitoring desktop/mobile rankings, traffic and conversions
https://developers.google.com/webmasters/mobile-sites/mobile-seo/configurations/index
Basic Mobile Checklist
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*
@nickwilsdon
• Integrate app and GSC/BWT*
• App analytics, cross-platform tracking
• App Store Optimisation (ASO)
• Focus on performance (page/app loading) and UX improvements
• Involve SEOs on user journey discussions
• Think mobile-first on content strategies and campaigns
https://developers.google.com/app-indexing/introduction / http://search-codelabs.appspot.com/codelabs/app-indexing
https://msdn.microsoft.com/en-us/library/windows/apps/dn630422.aspx
Advanced Mobile Checklist
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*
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@nickwilsdon
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@nickwilsdon
https://uk.linkedin.com/in/nickwilsdon
https://plus.google.com/+NickWilsdon/
Thank You