site architecture for multiscreen users

New York | March 25–28

Site Architecture for Multiscreen UsersNext-Generation Site Architecture

Bryson MeunierResolution MediaDirector, SEO Strategy

#SESNY

New York| March 25–28, 2013 | #SESNY

Site Architecture in the 1990s

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Site Architecture Today

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Multiscreen user is here.

Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

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RKG: 1 in 4 Google searches is mobile

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Mobile Internet Usage Doubling Every Year

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Google: Mobile = 40% of Searches in India (2011)

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• “Mobile search is definitely going to surpass desktop search. The lines will pass, and I think they’ll pass before anyone thought they would.”

– Scott B. Huffman, Google Engineering Director who leads the search evaluation team and works on mobile searchSource: http://www.nytimes.com/2011/04/25/technology/25mobile.html

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Google: Mobile Search will be bigger than Desktop

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Source: http://www.biakelsey.com/company/press-releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp

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Kelsey Group: Mobile Search will be bigger than Desktop in 2015

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Responsive web design: Same HTML & URLs, different layout

Dynamic serving: Same URLs, potentially different HTML through device detection

Dedicated mobile sites: Different URLs, Different HTML

3 Options for Mobile configuration (Per Google)

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Source: http://www.stateofsearch.com/wp-content/uploads/2013/01/mobile-seo-site-architecture-flowchart.jpg

Popular wisdom about mobile configurations

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Doesn’t Google prefer Responsive Web Design?

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• “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.”

• “If responsive design is not the best option to serve your users, Google supports serving your content using different HTML. The different HTML can be on the same URL (a setup called dynamic serving) or on different URLs, and Googlebot can handle both setups appropriately if you follow our setup recommendations.”

Full details at https://developers.google.com/webmasters/smartphone-sites/

Yes, if it’s the right solution for the user

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“Googlebot can handle both setups appropriately if you follow our setup recommendations.”

Google On Mobile URLs and Dynamic Serving

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Google On Mobile URLs and Dynamic Serving

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Is responsive web design best for your users?

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1. Mobile users well-served by current IA?

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1. Mobile users well-served by current IA?

@brysonmeunier

New York| March 25–28, 2013 | #SESNY

1. Mobile users well-served by current IA?

@brysonmeunier

New York| March 25–28, 2013 | #SESNY

1. Mobile users well-served by current IA?

@brysonmeunier

New York| March 25–28, 2013 | #SESNY

2. Mobile users use same keywords as desktop?

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2. Mobile users use same keywords as desktop?

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2. Mobile users use same keywords as desktop?

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3. Mobile-only features won’t help users?

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3. Mobile-only features won’t help users?

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4. Audience uses smartphones?

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=158 million visitors and 98 billion pageviews from feature phone users in Opera alone in December 2012

Source: http://business.opera.com/smw/2012/12/

New York| March 25–28, 2013 | #SESNY

5. Speed not important to conversions?

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“You can’t escape this fact. A responsive website tuned to perform the best it can would not be as fast as a dedicated

mdot site tuned equally well. Or more realistically, an average

responsive website would always be slower than an

average mdot site.”Guy Podjarny, Akamai Chief

Product Architect

Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there-i-said-it/

5. Speed not important to conversions?

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Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there-i-said-it/

New York| March 25–28, 2013 | #SESNY

Responsive is No Silver Bullet for SEO Success

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New York| March 25–28, 2013 | #SESNY

• URL serves the same contents (HTML, CSS, Javascript, an image) to all devices

JavaScript-Adaptive

• Different HTML via server

Combined Detection

• Same HTML but JS is dynamically served with <script> based on user agent

Dynamically-Served

What about JavaScript?

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Use Vary HTTP Header

Source: https://developers.google.com/webmasters/smartphone-sites/javascript

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Use Switchboard tags with Mobile URLs

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For 25 more visit brysonmeunier.com/mobile-seo-best-practices

Image Source: Sherwood Stranieri

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New York| March 25–28, 2013 | #SESNY

Use Vary HTTP Header with Dynamic Serving

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For information on Akamai issues visit http://www.rimmkaufman.com/blog/vary-user-agent/30112012/

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New York| March 25–28, 2013 | #SESNY

Do Not Block Googlebot Mobile or Otherwise!

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For 25 more visit brysonmeunier.com/mobile-seo-best-practices

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Bryson Meunier

Director, SEO Strategy

Resolution Media

bmeunier@resolutionmedia.com

http://www.brysonmeunier.com

http://www.resolutionmedia.com

@brysonmeunier

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Thank you!

@brysonmeunier