From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Nick Wilsdon, Vodafone - Mobile SEO Opportunities in 2016 Increased Visibility, Performance and Quick Wins. #benchmarkconf2016

1. Mobile SEO
Opportunities in 2016
Increased Visibility,
Performance
and Quick Wins
• Nick Wilsdon
• Lead SEO, Vodafone Group
• @nickwilsdon

2. Mobile becoming the primary way users go online
Source: Google https://www.consumerbarometer.com
0%
10%
20%
30%
40%
50%
60%
70%
80%
Argentina
Australia
Austria
Belgium
Brazil
Bulgaria
Canada
China
Croatia
CzechRepublic
Denmark
Estonia
Finland
France
Germany
Greece
HongKong
Hungary
India
Indonesia
Ireland
Israel
Italy
Japan
Kenya
SouthKorea
Latvia
Lithuania
Malaysia
Mexico
Netherlands
Nigeria
NewZealand
Norway
Philippines
Poland
Portugal
Romania
Russia
SaudiArabia
Serbia
Singapore
Slovakia
Slovenia
SouthAfrica
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
UAE
Ukraine
UnitedKingdom
USA
Vietnam
“I access the internet more often on smartphone than computer”
UK 27%
ZA 69%IN 57%
@NickWilsdon

3. We are past the mobile tipping
point
@NickWilsdon

4. But few are using mobile devices to purchase
0%
20%
40%
60%
80%
100%
120%
Argentina
Australia
Austria
Belgium
Brazil
Bulgaria
Canada
China
Croatia
CzechRepublic
Denmark
Estonia
Finland
France
Germany
Greece
HongKong
Hungary
India
Indonesia
Ireland
Israel
Italy
Japan
SouthKorea
Latvia
Lithuania
Malaysia
Mexico
Netherlands
NewZealand
Norway
Philippines
Poland
Portugal
Romania
Russia
SaudiArabia
Serbia
Singapore
Slovakia
Slovenia
SouthAfrica
Spain
Sweden
Switzerland
Taiwan
Thailand
Turkey
UAE
Ukraine
UnitedKingdom
USA
Vietnam
Which device do you use to make purchases?
Smartphone Tablet Computer @NickWilsdon
UK 7%

5. 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

6. 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

7. https://goo.gl/vwWhjj
@NickWilsdon

8. 1st Pillar: Accelerate
Google AMP
@NickWilsdon
• Good option for publishers
• Opportunity for additional
visibility in Google

9. 1st Pillar: Accelerate…
Progressive Web Apps (PWA) Android Instant Apps
@NickWilsdon
pwa.rocks

10. 2nd Pillar: Engage
App Indexing & Linking
Voice Assistant
Rich Cards Smart App Banners

11. 3rd Pillar: Convert
Credential Management API
CRO
Forms are completed 25% more
when autofill is available
#io16
Web Payments
@NickWilsdon

12. 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

13. 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

14. Key steps in your mobile strategy
Performance
Responsive Web Design (RWD)
Secure Web
@NickWilsdon

15. Bypass development blocks with tag management
goo.gl/K8prKA
Create an SEO data layer to quickly
take advantage of changes in this
evolving field
@NickWilsdon

16. 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

17. 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

18. @NickWilsdon
Thank You