Enterprise SEOMobile Briefing 2016

• Nick Wilsdon• Lead SEO, Vodafone Group• @nickwilsdon

22 Country Markets

70 Partner Country Markets

$43.2 billion Revenue Per Year

446 million mobile customers

93,000 employees

Source: Vodafone Annual Report 2015

Mobile becoming the primary way users go online

Source: Google https://www.consumerbarometer.com

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“I access the internet more often on smartphone than computer” UK 27%

ZA 69%IN 57%

@NickWilsdon

We are past the mobile tipping point

@NickWilsdon

But few are using mobile devices to purchase

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Which device do you use to make purchases?

Smartphone Tablet Computer @NickWilsdon

The worrying state of the mobile web

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%)

@NickWilsdon

There are success stories out there1 in 8 people in the UK have downloaded app

Now 50%+ of orders come through the app

1%

27.5%38.3% 40%

50%

2012 2013 2014 2015 2016

Dominos App Orders

Won by marketing app & reducing friction

@NickWilsdon

8

Competition for mobile web is fierce

@NickWilsdon

https://goo.gl/vwWhjj

@NickWilsdon

1st Pillar: Accelerate

Google AMP

Progressive Web Apps (PWA)

Android Instant Apps

@NickWilsdon

2nd Pillar: Engage

App Indexing & LinkingVoice Assistant

Rich Cards Smart App Banners

3rd Pillar: ConvertCredential Management API

CRO

Forms are completed 25% more when autofill is available

#io16

Web Payments

@NickWilsdon

4th Pillar: RetainPush Notifications

Users who enabled push notifications opened those

notifications 38% of the time and recovered carts 9x more often

than other users- Google Study (Jumia)

Over 10 billion push notifications are sent every day in Chrome, and

it’s growing quickly

@NickWilsdon

Android Native Solution (NEW)“I am excited to say that the mobile web is open for business”

Rahul Roy-ChowdhuryVP Product Management, Chrome#io16 2016

@NickWilsdon

Key steps in your mobile strategy

Performance

Responsive Web Design (RWD)Secure Web

@NickWilsdon

Bypass development blocks with tag management

goo.gl/K8prKACreate an SEO data layer to quickly

take advantage of changes in this evolving field

@NickWilsdon

Data drives your business cases

• Know your business data by platform

• Ensure SEO is getting credited with mobile/app traffic and conversions

• Understand cross-channel opportunities to build alliances within your business

• Realise that mobile SEO can align and drive larger objectives across the business

@NickWilsdon

Summary

@NickWilsdon

Understand and follow mobile trends, especially within your business vertical

Keep up-to-date with evolving mobile opportunities, not just within SEO

Develop your long-term mobile strategy based on data and business alliances

@NickWilsdon

Thank You