From Click Consult's Benchmark Search Conference 2015, Bridgewater Hall, 30th June. Presented by James Wilsdon, Vodafone, @nickwilsdon - Understanding The Mobile SEO Opportunity. #benchmarksearchconf

1. Understanding The
Mobile SEO
Opportunity
Nick Wilsdon
Lead SEO, Vodafone Group

2. Mobile Becoming Primary Internet Access Point
Source: Google https://www.consumerbarometer.com 2
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Question: How Do You Access Internet
More often via smartphone than computer / tablet Equally via smartphone & computer / tablet
@nickwilsdon

3. Mobile Only Access Now Reality
3
7%
1%
6%
4%
6%
34%
3%
6%
38%
1%
8%
1%
4%
55%
6%
17%
6%
Question: How Do You Access Internet
Source: Google https://www.consumerbarometer.com @nickwilsdon

4. Mobile Website vs. App – Who Wins?
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88% 82%
12%
18%
smartphone tablet
app activity browser activity
30%
33%
37%
favour apps
favour mobile web
equal
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

5. 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 Sitemaps
https://developers.google.com/app-
indexing/introduction
@nickwilsdon

6. Choosing the User Journey By Search Query or Intent
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Combined Mobile
Search & App
Experience
Network
Coverag
e
Billing &
Top up
Device
Support
Personalise
d FAQs
Account
Support
New opportunities for data driven (i.e.
personalised) responses to searches
= better user experience
@nickwilsdon

7. Many Mobile Journey’s Are Broken
7
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

8. 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

9. 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
1%
27.5%
38.3%
40%+
2012 2013 2014 2015
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

13. 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

14. Your Mobile
SEO
Checklist
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15. • 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

16. • 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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*
*
@nickwilsdon

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@nickwilsdon
https://uk.linkedin.com/in/nickwilsdon
https://plus.google.com/+NickWilsdon/
Thank You