why getting mobile seo rght matters by bryson meunier
DESCRIPTION
From SMX East 2013 / SearchMarketingExpo.com - Getting Mobile SEO Right Because Now Google Really Cars by @BrysonMeunier - #SMX #14C Slide deck from Bryson Meunier of Resolution Media on the latest trends in mobile usage stats, best practices for mobile SEO - search engine optimization for mobile search engine results.TRANSCRIPT
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GETTING MOBILE
SEO RIGHT
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Bryson Meunier
Resolution Media
@BrysonMeunier
#SMX #14C
October 1, 2013
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DOES GOOGLE REALLY CARE?
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TWO METAPHORS FOR MOBILE CHANGE
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TWO METAPHORS FOR MOBILE CHANGE
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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 search
Source: http://www.nytimes.com/2011/04/25/technology/25mobile.html
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
KELSEY GROUP: MOBILE SEARCH WILL BE BIGGER THAN DESKTOP IN 2015
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MULTISCREEN USER IS HERE.
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html11
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MULTISCREEN USER IS HERE.
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html12
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QUERIES ARE (OFTEN) DIFFERENT
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NEW WAYS TO ENGAGE
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MARKETERS ARE RECOGNIZING MOBILE SEO
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SEARCH RESULTS ARE DIFFERENT
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2012: GOOGLE SMARTPHONE SEARCH LARGELY UNUSABLE
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Full study at http://resolutionmedia.com/us/white-papers/rank-higher-in-google-mobile-search/
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NEW GUIDELINES IN 2013
• No App Interstitials
• No Faulty Redirects
• Redirects to Homepage
• Smartphone-only 404s
• No Unplayable Videos
• No Slow-loading Pages
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“To improve the search experience for smartphone users and address their pain
points, we plan to roll out several ranking changes in the near future that address
sites that are misconfigured for smartphone users.”
http://googlewebmastercentral.blogspot.com/2013/06/changes-in-rankings-of-
smartphone_11.html
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NEAR FUTURE?
Smartphone only
404
App interstitial
Redirects to homepage
Unplayable videosSlow loading
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Smartphone only 404
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• Brand pages not
available in mobile
• Multiple brand
queries lead to three
smartphone only error
pages
• Error pages are
indexed
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Smartphone only 404
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urls
Redirects to homepage
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• All queries to
Indianapolis TV
channel appear to
redirect to
homepage
• Each passes through
/redirect/index.php
before sending
searcher to
homepage
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Redirects to homepage
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App interstitial
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• App interstitial
appears when user
agent is detected
• Message is specific to
operating system
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App interstitial
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Slow loading
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• Site home page
takes more than 10
seconds to load on
3g connection
• Received 47/100 for
Mobile and 30/100 for
Desktop in Google’s
PageSpeed Insights
tool: http://developers.google.com/spee
d/pagespeed/insights/?url=m.thestar
.com
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Slow loading
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Unplayable videos
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• Most videos on
tv.yahoo.com are not
playable on
smartphones
• Either displays plugin
not supported or “not
available in the
browser on mobile
devices” error
message
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Unplayable videos
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SMARTPHONE SITES WITH MISCONFIGURATION ERRORS WIN
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Net rankings impact for
smartphone queries
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PRELIMINARY TAKEAWAYS
• Google doesn’t appear to be penalizing for these smartphone
misconfigurations yet
• Fix all of them if you can in good time
• If app interstitials are profitable, your ranking will not suffer today from leaving
them up
• Mobile searcher experience will be important in the future, though not
necessarily today
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GOOGLE MISCONFIGURATIONS
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App interstitials Unplayable videos
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LONG ROAD TO GOOGLE MOBILE SEARCH QUALITY
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App downloads for multiple platforms when I can only be on one phone
Useless content like printable coupons or
QR codes on mobile sites
Games or other content that don’t work on
mobile devices
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Bryson Meunier
Director, SEO Strategy
Resolution Media
http://www.brysonmeunier.com
http://www.resolutionmedia.com
@brysonmeunier
+Bryson Meunier
Scan to visit
m.brysonmeunier.com
THANK YOU!
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