getting mobile friendly to survive the next mobilegeddon by marcus tober

#SMX #22c @MarcusTober

Ge#ng Mobile Friendly To Survive The Next Mobilegeddon

MARCUS TOBER Mobile

New York 11/29/2015


slideshare.net/searchmetrics Want this presenta9on?


Founder and CTO of Searchmetrics

In love with SEO and search since 2001

Study of computer science in Berlin, so I‘m the techie!

MARCUS TOBER


Made with love in Berlin

180 passionate people

Innovator in SEO SoQware & more since 2005

San Mateo New York London Paris


Game over…


DISRUPTION OF TECHNOLOGY

Mobile Desktop Laptop Tablet

WORK ENTERTAINMENT ALWAYS


Let‘s go back in 9me!


71%

68%

29%

32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

After

Before

mobile-friendly

not mobile-friendly

*Basis: Searchmetrics Research Cloud SERPs 1-3

Share of Mobile-‐Friendly URLs

Mobilegeddon, April 21st, 2015


Share of not Mobile-‐Friendly URLs

27%

26%

36%

30%

29%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40%

SERP 3

SERP 2

SERP 1

Before After


Share of Mobile-‐Friendly URLs

64%

66%

68%

70%

72%

74%

76%

78%

80%

82%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

POST Mobilegeddon PRE Mobilegeddon

RANKING FACTORS

2015

𝜌↓𝑃𝑂𝑆𝑇 =0.00

𝜌↓𝑃𝑅𝐸 =0.01

MOBILE


Average Posi]on Change of URLs

-‐0,21 +0,20

not mobile-friendly mobile-friendly


“#Mobilegeddon Loser“


Domain Mobile/Desktop Ratio 04/26/2015

mobile friendly

Mobile/Desktop Ratio September 2015

mobile friendly

boxofficemojo.com - 64% NO

Mobilegeddon Loser US – developments


-64%

Mobile Update

-67%



mobile friendly


mobile friendly

boxofficemojo.com - 64% NO - 67% NO LOSER

dict.cc - 44% NO



-44% -67%



mobile friendly


mobile friendly


dict.cc - 44% NO - 64% NO LOSER

reddit.com - 36% NO



April 2015

?


SAME


September 2015 – still not mobile-friendly

But:


Mobile separate


-36%

Mobile Update


Mobile Update



mobile friendly


mobile friendly



reddit.com - 36% NO - <1% NO m.reddit.com

last.fm - 31% NO



-31%


April 2015 Not mobile-friendly

September 2015 mobile-friendly



mobile friendly


mobile friendly




last.fm - 31% NO - 1% YES RECOVERED

songlyrics.com - 47% NO



-47%



mobile friendly


mobile friendly




last.fm - 31% NO - 1% YES RECOVERED

songlyrics.com - 47% NO + 4% YES RECOVERED


April 2015

September 2015

+10%

-‐ 8%

-‐ 2%


Correla9on ≠ Causa9on


Correla]on vs Averages 𝜌↓2014 =0.00

𝜌↓2015 =0.00

Ø = 96%

Ø = 20%

Share / Co

unt o

f…

Ranking


Mobile vs. Desktop RANKING FACTORS

2015 MOBILE

Mobile Desktop ≠


Responsive Design

0%

5%

10%

15%

20%

25%

30%

35%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015 MOBILE


Presence of Unordered Lists

35%

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

𝜌_𝐷𝑒𝑠𝑘𝑡𝑜𝑝=0.07

RANKING FACTORS

2015

𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.08

MOBILE


Number of Interac]ve Elements

0

50

100

150

200

250

300

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015 Menus, Bu_ons, etc.

𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.10


MOBILE


Number of Backlinks

0

2000

4000

6000

8000

10000

12000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015



MOBILE

ØDesktop = 2.350

ØMobile = 1.500

LINKS?

Where we‘re going, we don‘t need LINKS.


h_ps

0%

5%

10%

15%

20%

25%

30%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop

𝜌_𝐷𝑒𝑠𝑘𝑡𝑜𝑝=0.05

RANKING FACTORS

2015

𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =−0.03

MOBILE


Number of Internal Links

0

20

40

60

80

100

120

140

160

180

200

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015



MOBILE

ØDesktop = 132

ØMobile = 86


Filesize

0

5000

10000

15000

20000

25000

30000

35000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop Mobile 2014

RANKING FACTORS

2015



MOBILE

ØDesktop = ~22,000

ØMobile = ~16,700


Sitespeed

0.95

1.00

1.05

1.10

1.15

1.20

1.25

1.30

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015



MOBILE


Keyword in Title

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile PRE-Mobilegeddon Desktop

RANKING FACTORS

2015


𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =−0.04

MOBILE

ØDesktop = 76%

ØMobile = 62%


Word Count

0

200

400

600

800

1,000

1,200

1,400

1,600

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile PRE-Mobilegeddon Desktop

RANKING FACTORS

2015



MOBILE

ØDesktop = 1.140

ØMobile = 812


# Keywords in Body

0

2

4

6

8

10

12

14

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile PRE-Mobilegeddon Desktop

RANKING FACTORS

2015



MOBILE

ØDesktop = 8

ØMobile = 5


Proof Terms

40%

45%

50%

55%

60%

65%

70%

75%

80%

85%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015



MOBILE

ØDesktop = 78%

ØMobile = 75%


Relevant Terms

0%

10%

20%

30%

40%

50%

60%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Mobile Desktop

RANKING FACTORS

2015



MOBILE

ØDesktop = 49%

ØMobile = 46%


Seman]c Content Op]miza]on It is all about the consumer intent and not keywords anymore

Basis: Searchmetrics Suite – Feature: „Content Op]miza]on“

Keyword Device Distribu]on


Example for Keyword Device Distribu]on


1885 1985 2015


Redirect

0%

5%

10%

15%

20%

25%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

POST Mobilegeddon PRE Mobilegeddon

RANKING FACTORS

2015

𝜌↓𝑃𝑂𝑆𝑇 =−0.04

𝜌↓𝑃𝑅𝐸 =−0.07

MOBILE


Ø Font Size En]re Page

12.00

12.50

13.00

13.50

14.00

14.50

15.00

15.50

16.00

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

POST Mobilegeddon PRE Mobilegeddon Desktop

RANKING FACTORS

2015

𝜌↓𝑃𝑂𝑆𝑇 =0.03

𝜌↓𝑃𝑅𝐸 =0.02

MOBILE


Has Flash

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

POST Mobilegeddon PRE Mobilegeddon Mobile 2014 Desktop 2015

RANKING FACTORS

2015 MOBILE


Why MOBILEGEDDON?

LOADING…

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets

Faulty redirects Slow websites Inters99als Not responsive Too many links


In a nutshell RANKING FACTORS

2015 MOBILE

≠ Fewer words

mobile-friendly?

Fewer links

Loads faster

Bigger fonts