Digital Gaggle 2017 - Mobile Index

•

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Erudite

A talk about the most significant change to search since the launch of Google and why/how we should be prepared.

Daten & Analysen

Most significant
change to search
landscape since the
launch of Google

When?
“…we’ll ramp up this change
when we’re confident that we
have a great user experience.”
Webmaster Central: Nov.16

of searches in the
Google App are by voice
Source: Thinkwith GoogleMay 16

“Near me” searches
+3,400% since 2011
Source: Google

…of those (near me) searches occur
on mobile phones.
Source: Google

• I get the answer “in-SERP”
• Location known & inherent in answer
• Entity recognition
Source: Google

DATA PROCESSED
DIRECTLY AND
INDIRECTLY BY
MACHINES
Tim Berners-Lee

• JSON-LD
• Microdata
• RDFa
Source: Google

4.6 star rating
Serves 2
Takes 35 minutes

• Keep pages simple and succinct
• Mark-up ALL THE THINGS!!!
• Including geo-location
Source: Google

ABANDONMENT RATE
page Speed
3G
19 Seconds
Average Load Time
>3 Seconds
53% Abandonment Rate
Source: Google/DoubleClick

• HTTP/2 on (HTTPs)
• Image optimisation
Source: Google
• RAIL

HTTP/2
reduce latency
minimise protocol overhead
request prioritisation

HTTP/1.1 HTTP/2
Head of line – resources Parallelised resources
Priority queue – ‘educated’ guess Prioritised by type & context
Queue held on client Browser to server
Keep-alive – stated Keep-alive enabled default

• Compress to reduce size
• Avoid images that add nothing to narrative
Source: Google
• Consider WebP – 26% smaller

YouTube: up to
10% reduction in
page load time.
Source: Chromium Blog

HTTP/2
Google Developers
PERFORMANCE MODEL

RAIL Guideline
Response <100ms
Animation 10ms/frame
Idle • Use to complete deferred
work
• Keep pre-load to minimum
Load <1000ms

• Keep pages simple and succinct
• Mark-up ALL THE THINGS!!!
• Including geo-location

Bounce
9.6% higher
DoubleClick: SEPT 2016

- Clear title
- Site functional tools in top
third
- Primary purpose in Prime
Real Estate
- Progression hint

USE SEMANTIC
MARK-UP FOR
STRUCTURED DATA

Questions?
nichola.stott@themediaflow.com
01256 384 894

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Digital Gaggle 2017 - Mobile Index

1. A MOBILE-FIRST GOOGLE INDEX

2. Most significant change to search landscape since the launch of Google

3. When? “…we’ll ramp up this change when we’re confident that we have a great user experience.” Webmaster Central: Nov.16

4. Why?

5. 72% Mobile Phone

6. 68% Mobile & Tablet

7. 73% mobile & tablet

8. Mobile Phone 62%

9. WHAT’S MOST IMPORTANT FOR MOBILE?

10.

11. of searches in the Google App are by voice Source: Thinkwith GoogleMay 16

12. “Near me” searches +3,400% since 2011 Source: Google

13. Nail Salon near me…

14. Restaurant nearme…

15. …of those (near me) searches occur on mobile phones. Source: Google

16. High ‘ROPO’ intent

17. RESTAURANTS NEAR ME

18. WHAT’S ON AT THE CINEMA

19. WHERE IS WAITROSE BASINGSTOKE

20. • I get the answer “in-SERP” • Location known & inherent in answer • Entity recognition Source: Google

21. Structured Data

22.

23. DATA PROCESSED DIRECTLY AND INDIRECTLY BY MACHINES Tim Berners-Lee

24. • JSON-LD • Microdata • RDFa Source: Google

25. All the structured data!

26. Schema.org

27.

28. 4.6 star rating Serves 2 Takes 35 minutes

29. • Keep pages simple and succinct • Mark-up ALL THE THINGS!!! • Including geo-location Source: Google

30. FAST IS THE ONLY SPEED

31. ABANDONMENT RATE page Speed 3G 19 Seconds Average Load Time >3 Seconds 53% Abandonment Rate Source: Google/DoubleClick

32. • HTTP/2 on (HTTPs) • Image optimisation Source: Google • RAIL

33. HTTP/2 reduce latency minimise protocol overhead request prioritisation

34. HTTP/1.1 HTTP/2 Head of line – resources Parallelised resources Priority queue – ‘educated’ guess Prioritised by type & context Queue held on client Browser to server Keep-alive – stated Keep-alive enabled default

35. Image Optimisation

36. • Compress to reduce size • Avoid images that add nothing to narrative Source: Google • Consider WebP – 26% smaller

37. YouTube: up to 10% reduction in page load time. Source: Chromium Blog

38. HTTP/2 Google Developers PERFORMANCE MODEL

39. RAIL Guideline Response <100ms Animation 10ms/frame Idle • Use to complete deferred work • Keep pre-load to minimum Load <1000ms

40. THE NEAR FUTURE IS BATTERY POWERED

41. • Keep pages simple and succinct • Mark-up ALL THE THINGS!!! • Including geo-location

42. Bounce 9.6% higher DoubleClick: SEPT 2016

43. - Clear title - Site functional tools in top third - Primary purpose in Prime Real Estate - Progression hint

44. - Page title obfuscated - functional tools top and bottom - Pointless brand cred. in Prime Real Estate - Purpose content nowhere to be seen - Progression hint: sort what?

45. UX/Purpose scoring system

46.

47. WHAT’S MOST IMPORTANT FOR MOBILE?

48. USE SEMANTIC MARK-UP FOR STRUCTURED DATA

49. FAST IS THE ONLY SPEED

50. DESIGN WITH PURPOSE

51. Questions? nichola.stott@themediaflow.com 01256 384 894