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MOBILE
The New Frontier of SEO
@jsilton #SNS15
@jsilton #SNS15
Will we always ?
@jsilton #SNS15
How often do you type
www.google.com
into your browser?
@jsilton #SNS15
Toolbar
launched
in 2000
(Source: bit.ly/1Mfi7qC)
@jsilton #SNS15
This was a
big deal in
2004!
(Source: bit.ly/1Gx2Csl)
@jsilton #SNS15
SEARCH HAS
EVOLVED
@jsilton #SNS15
>In 10 countries including USA and Japan.
(Source: Google Internal Data - bit.ly/1j9dFCu)
@jsilton #SNS15
How do you search on your ?
@jsilton #SNS15
Is the future?
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
Google told us this was changing.
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
2YEARS AGO
(Source: Danny Sullivan, May 2013 – selnd.com/1RuGkxM)
THIS
WAS
OVER
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
SEARCHNO LONGER NEEDS A
QUERY
@jsilton #SNS15
@jsilton #SNS15
“Effectively, the browser has been
sidelined on mobile. This has major
implications on the digital industry in
general and...
“… Historically, the media industry has
relied almost entirely on search for user
and traffic acquisition, building entire
...
“… But search engines are
predominantly accessed from a browser.
If mobile users aren’t using browsers, the
media industry...
@jsilton #SNS15
THIS
WEEK
@jsilton #SNS15
@jsilton #SNS15
PREDICTIVE SEARCH
BASED ON CONTEXT &
ENTITIES
@jsilton #SNS15
@jsilton #SNS15
@jsilton #SNS15
AGAIN, SEARCH
NO LONGER NEEDS A
QUERY
@jsilton #SNS15
STILL, WHAT DOES
MOBILE SEARCH
LOOK LIKE TODAY?
@jsilton #SNS15
@jsilton #SNS15
(Source: bit.ly/1jaqWL9)
NO MOBILE INDEX
WHY NO MOBILE INDEX?
@jsilton #SNS15
(Source: bit.ly/1JU4kUB)
@jsilton #SNS15
MOBILE-FRIENDY
FILTERONLY CHECKS
LIMITED ATTRIBUTES
(Source: selnd.com/1jaspRB)
PERSONALIZED SEARCH RESULTS
•  Query (explicit) (ex. “nearest MARTA station to GA Tech”)
•  Location (implicit) (ex. “5th ...
@jsilton #SNS15
MOBILE
SEARCH
STRATEGY
(Source: Shutterstock)
@jsilton #SNS15
MICRO-MOMENTS
WIN THE SHIFT TO
MOBILE
(Source: bit.ly/1Q9ou2p)
@jsilton #SNS15
(Source: bit.ly/1Q9ou2p)
Be there across all stages of the
consumer journey, not just when
someone is read...
@jsilton #SNS15
(Source: bit.ly/1Q9ou2p)
@jsilton #SNS15
(Source: bit.ly/1Q9ou2p)
@jsilton #SNS15
(Source: bit.ly/1Q9ou2p)
@jsilton #SNS15
(Source: bit.ly/1Q9ou2p)
@jsilton #SNS15
SEO is now ...
SEARCH
EVERYTHING
OPTIMIZATION
@jsilton #SNS15
SKIP STRATEGY
10 THINGS YOU CAN DO
TODAY
1. REMOVE APP INTERSTITIALS
@jsilton #SNS15
(Source: http://bit.ly/1FYsulQ)
BAD GOOD
Negative
ranking factor
beginning
Nov...
2. IMPLEMENT APP INDEXING
@jsilton #SNS15
(Resource: bit.ly/1PjuE1I)
App Ranking
Boost +
Additional
Ranking Boost
for Usin...
3. REMOVE MOBILE POP-UP ADS
@jsilton #SNS15
This wasn’t a good idea
on desktops. Why would
it be better on mobile?
4. ENABLE AUTO-FILL FORMS
@jsilton #SNS15
(Documentation: bit.ly/1NoVINt)
“Users appreciate when
websites save them
time b...
5. IMPROVE LOAD TIME
@jsilton #SNS15
https://developers.google.com/speed/pagespeed/insights/
“Research has shown
that any ...
6. MARK UP APP ACTIONS
@jsilton #SNS15
(Resource: bit.ly/1OngL36)
7. STRUCTURED DATA FOR EMAILS
@jsilton #SNS15
(Resource: bit.ly/1LjeoMq)
8. DESIGN FOR REACHABILITY
@jsilton #SNS15
(Resource: bit.ly/1FYwUJp)
9. APP STORE OPTIMIZATION
@jsilton #SNS15
(Source: bit.ly/1VG6i1Q) (Source: bit.ly/1JUbxnJ)
10. FIX & VERIFY LOCAL LISTINGS
@jsilton #SNS15
@jsilton #SNS15
(Source: bit.ly/1Q9wujH)
THANK YOU
JORDAN SILTON
Director of SEO & Analytics
jordan.silton@relevanceadvisors.com
@jsilton
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Mobile, The New Frontier of SEO - SuperNova South 2015

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Veröffentlicht am

Google changed the game this spring. They announced an algorithm update before it went live. App indexing, mobile usability, and site speed are all critical for mobile SEO and an optimized digital presence. Yet, in a world where mobile devices outnumber computers 3-to-1, many businesses still treat mobile as a separate experience and runner-up to their "main" site.

In this session, we dig into the mobile landscape, how mobile search is evolving and how to stay ahead of the curve.

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

Mobile, The New Frontier of SEO - SuperNova South 2015

  1. 1. MOBILE The New Frontier of SEO @jsilton #SNS15
  2. 2. @jsilton #SNS15 Will we always ?
  3. 3. @jsilton #SNS15 How often do you type www.google.com into your browser?
  4. 4. @jsilton #SNS15 Toolbar launched in 2000 (Source: bit.ly/1Mfi7qC)
  5. 5. @jsilton #SNS15 This was a big deal in 2004! (Source: bit.ly/1Gx2Csl)
  6. 6. @jsilton #SNS15 SEARCH HAS EVOLVED
  7. 7. @jsilton #SNS15 >In 10 countries including USA and Japan. (Source: Google Internal Data - bit.ly/1j9dFCu)
  8. 8. @jsilton #SNS15 How do you search on your ?
  9. 9. @jsilton #SNS15 Is the future?
  10. 10. @jsilton #SNS15
  11. 11. @jsilton #SNS15
  12. 12. @jsilton #SNS15
  13. 13. Google told us this was changing. @jsilton #SNS15
  14. 14. @jsilton #SNS15
  15. 15. @jsilton #SNS15
  16. 16. @jsilton #SNS15
  17. 17. @jsilton #SNS15
  18. 18. @jsilton #SNS15
  19. 19. @jsilton #SNS15 2YEARS AGO (Source: Danny Sullivan, May 2013 – selnd.com/1RuGkxM) THIS WAS OVER
  20. 20. @jsilton #SNS15
  21. 21. @jsilton #SNS15
  22. 22. @jsilton #SNS15
  23. 23. @jsilton #SNS15 SEARCHNO LONGER NEEDS A QUERY
  24. 24. @jsilton #SNS15
  25. 25. @jsilton #SNS15
  26. 26. “Effectively, the browser has been sidelined on mobile. This has major implications on the digital industry in general and the content and media industry in particular…” Simon Khalaf, Yahoo! SVP Publishing Products @jsilton #SNS15
  27. 27. “… Historically, the media industry has relied almost entirely on search for user and traffic acquisition, building entire teams around SEO and SEM on the desktop web.” Simon Khalaf, Yahoo! SVP Publishing Products @jsilton #SNS15
  28. 28. “… But search engines are predominantly accessed from a browser. If mobile users aren’t using browsers, the media industry will have to look for new approaches to content discovery and traffic acquisition.” Simon Khalaf, Yahoo! SVP Publishing Products @jsilton #SNS15
  29. 29. @jsilton #SNS15 THIS WEEK
  30. 30. @jsilton #SNS15
  31. 31. @jsilton #SNS15 PREDICTIVE SEARCH BASED ON CONTEXT & ENTITIES
  32. 32. @jsilton #SNS15
  33. 33. @jsilton #SNS15
  34. 34. @jsilton #SNS15 AGAIN, SEARCH NO LONGER NEEDS A QUERY
  35. 35. @jsilton #SNS15 STILL, WHAT DOES MOBILE SEARCH LOOK LIKE TODAY?
  36. 36. @jsilton #SNS15
  37. 37. @jsilton #SNS15 (Source: bit.ly/1jaqWL9) NO MOBILE INDEX
  38. 38. WHY NO MOBILE INDEX? @jsilton #SNS15 (Source: bit.ly/1JU4kUB)
  39. 39. @jsilton #SNS15 MOBILE-FRIENDY FILTERONLY CHECKS LIMITED ATTRIBUTES (Source: selnd.com/1jaspRB)
  40. 40. PERSONALIZED SEARCH RESULTS •  Query (explicit) (ex. “nearest MARTA station to GA Tech”) •  Location (implicit) (ex. “5th St & W. Peachtree St, Atlanta, GA”) •  Device (ex. “Android, Apple, iOS 9, Marshmallow”) •  Activity (ex. walking, running, driving) •  App usage (ex. apps installed) •  Browser history •  Search history (from all chrome devices not just the phone) @jsilton #SNS15
  41. 41. @jsilton #SNS15 MOBILE SEARCH STRATEGY (Source: Shutterstock)
  42. 42. @jsilton #SNS15 MICRO-MOMENTS WIN THE SHIFT TO MOBILE (Source: bit.ly/1Q9ou2p)
  43. 43. @jsilton #SNS15 (Source: bit.ly/1Q9ou2p) Be there across all stages of the consumer journey, not just when someone is ready to buy.
  44. 44. @jsilton #SNS15 (Source: bit.ly/1Q9ou2p)
  45. 45. @jsilton #SNS15 (Source: bit.ly/1Q9ou2p)
  46. 46. @jsilton #SNS15 (Source: bit.ly/1Q9ou2p)
  47. 47. @jsilton #SNS15 (Source: bit.ly/1Q9ou2p)
  48. 48. @jsilton #SNS15 SEO is now ... SEARCH EVERYTHING OPTIMIZATION
  49. 49. @jsilton #SNS15 SKIP STRATEGY 10 THINGS YOU CAN DO TODAY
  50. 50. 1. REMOVE APP INTERSTITIALS @jsilton #SNS15 (Source: http://bit.ly/1FYsulQ) BAD GOOD Negative ranking factor beginning November 1!
  51. 51. 2. IMPLEMENT APP INDEXING @jsilton #SNS15 (Resource: bit.ly/1PjuE1I) App Ranking Boost + Additional Ranking Boost for Using New App Indexing API
  52. 52. 3. REMOVE MOBILE POP-UP ADS @jsilton #SNS15 This wasn’t a good idea on desktops. Why would it be better on mobile?
  53. 53. 4. ENABLE AUTO-FILL FORMS @jsilton #SNS15 (Documentation: bit.ly/1NoVINt) “Users appreciate when websites save them time by automatically filling common fields like names [and] email addresses.”
  54. 54. 5. IMPROVE LOAD TIME @jsilton #SNS15 https://developers.google.com/speed/pagespeed/insights/ “Research has shown that any delay longer than a second will cause the user to interrupt their flow of thought, creating a poor experience.” (Source: bit.ly/1LA0LKJ)
  55. 55. 6. MARK UP APP ACTIONS @jsilton #SNS15 (Resource: bit.ly/1OngL36)
  56. 56. 7. STRUCTURED DATA FOR EMAILS @jsilton #SNS15 (Resource: bit.ly/1LjeoMq)
  57. 57. 8. DESIGN FOR REACHABILITY @jsilton #SNS15 (Resource: bit.ly/1FYwUJp)
  58. 58. 9. APP STORE OPTIMIZATION @jsilton #SNS15 (Source: bit.ly/1VG6i1Q) (Source: bit.ly/1JUbxnJ)
  59. 59. 10. FIX & VERIFY LOCAL LISTINGS @jsilton #SNS15
  60. 60. @jsilton #SNS15 (Source: bit.ly/1Q9wujH)
  61. 61. THANK YOU JORDAN SILTON Director of SEO & Analytics jordan.silton@relevanceadvisors.com @jsilton

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