the digital marketing show 2013: discovering & optimising mobile opportunities - joe griffiths
DESCRIPTION
Branded3's Digital Account Manager - Joe Griffiths - speaking at 2013's Digital Marketing Show in London. This session will help you understand how to identify mobile opportunities and best practices for capitalising on them. We will also review the most common approaches to optimising your website for mobile, the pros and cons and new signals Google will be rolling out to evaluate your mobile web presence.TRANSCRIPT
Discovering and optimising mobile opportunities
Joseph Griffiths – Digital Account Manager
Apologies
≠
Mobile Search
baynote.com/infographic/mcommerce-takes-off/
http://www.google.com/think/research-studies/mobile-path-to-purchase-5-key-findings.html
Mobile is Growing £1m/month from a mobile site
How does mobile search work?
How does Google index & rank mobile sites? When you search Google using a mobile phone you are searching the exact same index as you would on a desktop
Usually Google sends mobile visitors directly to the mobile version so they don’t need to be redirected
Mobile user experience & other factors will determine the rankings of the domain to mobile searchers independently from desktop searchers
Currently there isn’t a huge difference in the search results, but there will be in future.
http://searchengineland.com/the-definitive-guide-to-mobile-technical-seo-166066
Opportunity Analysis
Always start with analytics Analyse your desktop visitors against your mobile visitors
How are you being affected by not optimising your mobile experience?
What are the glaring differences between user experiences?
Engagement metric disparities
6.33% higher bounce rate
1.46 fewer pages per visit
1.48 seconds lower average visit duration
Results in a loss of trust and, ultimately, REVENUE
Do efforts need to be focused? What are the biggest problem areas?
Delve into content metrics in analytics.
Which pages are seeing the highest
bounce rate?
This example shows a booking process
30% higher bounce rate
Content opportunities Having your buying guides available on mobile is very important
Webmaster Tools What are your current mobile queries?
Do you have physical locations? Are you optimised for local SEO?
Local optimisation is critical to mobile performance if you have physical premises
Do you have a Google+ business profile?
Store locators are very important
Store finders
Optimising Your Mobile Offering
You have 3 options…
Fully responsive Dynamically served HTML & CSS
Mobile version
It will massively effect your performance
+100% MOBILE
CONVERSION
+20% CLICK
THROUGH RATE
+51% MOBILE
CONVERSION
+28% TRAFFIC
INCREASE
http://econsultancy.com/uk/blog/63185-14-brands-that-increased-conversion-rates-via-responsive-design
Responsive design Responsive design is a flexible design that automatically resizes itself depending on the size of the device being used.
One site for every screen.
This is Google's recommended configuration.
Responsive pros and cons Pros
Once implemented, compatible with all current and future devices – no maintenance costs
No duplication issues
Google friendly as it saves them crawling your site multiple times
Cons
Expensive to implement as it may require a site redesign
User Experience is limited to design
Dynamically served HTML & CSS This approach serves different CSS mark-up or content to a user depending on their device
A user detect agent will determine which code to be shown
A huge benefit of this is that you can tailor not just design, but content, depending on the device
In essence, there is multiple HTML/CSS mark-up on each page that shows to different users based on their device
Dynamic pros and cons Pros
Content can be differentiated as well as design
Customisation of the user journey
No duplication issues
Cons
Costly to maintain as new pages need to be coded multiple times
Technically the most complex of the three options, leaving you more open to doing something wrong
Mobile version (separate URL’s) Using this approach, each desktop URL has an equivalent mobile optimised URL
This is usually done in the following way:
www.example.com
m.example.com
When a user lands on the desktop version from a mobile device, the website detects this and redirects them to the appropriate page on the m.example.com site
Mobile version pros and cons Pros
Easier and cheaper to implement
Content can be differentiated as well as design
Customisation of the user journey
Cons
Potential duplication issues
Indexing is more complex so content will take longer to be indexed
Risk of penalisation if redirects aren’t properly implemented
Which to choose Just because Google like responsive design doesn’t mean that this is the best option for your business
In a lot of cases it is, but you should focus on your customers, what experience are they demanding?
Does a mobile users journey differ from a desktop users journey? This all needs to be researched before making a decision on this
How? There are easy ways to go mobile
Each require very specific and different methods of technical implementation. Getting it wrong could put you in the
firing line for all sorts of issues.
Google have issued clear recommendations on what it expects to see from mobile optimised websites
https://developers.google.com/webmasters/smartphone-sites/details
Redirects Redirects are a necessary evil with mobile sites, but it is astounding how many people get this wrong
Under no circumstances should you blanket redirect mobile users to your homepage – you will lose trust and Google will penalise your mobile site
Have a comprehensive 301 redirect map in place before the mobile version goes live
Site speed Remember that mobile users are often visiting to your site through a 3G connection
If your site has a slow load time then it increases the chances of that user returning to search
Use Googles PageSpeed Insights tool to identify and fix issues
http://developers.google.com/speed/pagespeed/insights/
Mobile web crawler If you have a mobile site then Google needs to be able to crawl this and see that it exists
In order to do this, Google has a specific crawler for mobile devices
This needs to be allowed to crawl the site in your robots.txt
If you do not allow this, or inadvertantly block it, Google will not know your mobile site exists
Source: https://developers.google.com/webmasters/smartphone-sites/googlebot-mobile
Mobile only errors Do not redirect mobile users to a mobile page that does not exist, in this instance just send them to the desktop site
iPhones and some Android devices can’t play flash, try to avoid using this on any mobile optimised pages – Google track this signal and actively do not show results that contain flash to mobile users
Analytics monitoring Once a mobile offering has been implemented, user engagement through mobile needs to be tracked
How has the implementation affected engagement?
Are users dropping off anywhere on their user journey?
Always be improving your experience
How can you use design to improve your SEO?
How long do you have to engage a user?
3.8 seconds Jacob Nielson – useit.com
Your design 3.8 seconds to establish…
Relevance • Are you right for me? • Have you answered my
question?
Trust • Do you look credible? • Can I trust you with my
money?
Or else…
The user returned to search. You did not satisfy their objectives.
Return to Search You have a few seconds to get the visitors attention and persuade them that they have arrived at a site that will answer their query
If they go back to Google that’s a negative signal
Google – Present and Future
The current landscape Google will penalise mobile results if you do not give the user a good experience
Currently this is limited to faulty redirects and smartphone only errors
Source: http://googlewebmastercentral.blogspot.co.uk/2013/06/changes-in-rankings-of-smartphone_11.html
Google expects “The goal of many of our ranking changes is to help searchers find sites that provide a great user experience and fulfil their information needs.”
Matt Cutts
If you deliver a great user experience through desktop, Google expects parity with mobile and desktop experiences
If you do not deliver this, Google may penalise the site in mobile search results
Tomorrows Landscape A very different set of SERP’s for mobile and desktop dependent on mobile experience
Site speed will become a ranking factor for mobile SERP’s – keep on top of this
UX, UX, UX
Apps being indexing in Google and appearing in mobile searches (Google KitKat) - "view in app" buttons in search results.