mobile seo

Best practice mobile search strategies

Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

bit.ly/unibetcrossmedia

http://bit.ly/unibetcrossmedia



About Nick


Nick Garner: Head of search Unibet

Working across all Unibet's 24 international markets, specialising in - SEO - SMO (Social media optimisation) - Refer a Friend- PPC - Online Public Relations (as a means of influencing SEO and social media)


How Search Engines Work


Desktop SERPS

Mobile SERPS

Collect Info

Desktop Crawler

Mobile Crawler

Processed

Ranked

80% Similar Results


Mobile v Desktop



16 Differences: Mobile v Desktop


1. Local results Are More Likely In Mobile2. Autocomplete Results Appear Before Results In Mobile App Search3. Certain Queries Have Interactive Results In Mobile4. Android Users Are Always Logged In5. Positions Of Vertical Results Likely Different In Smartphone Results6. Smartphone Results Have Different Filters7. Blended Mobile Ranking Algorithm8. Google Play or iTunes Results For Queries That Include “Download” Or “App”9. CTR & Bounce Rate More Likely To Vary In Mobile

10. Knowledge Graph Nested Within Results In Mobile11. Knowledge Graph Doesn’t Appear For Some Queries In Mobile12. Mobile URLs Listed Per Skip Redirect13. Mobile Instant Preview Allows You to Thumb Through Results Quickly14. Smartphone Icons Indicate Smartphone Friendly Content15. Google Now Provides Search Results With No Queries16. Google Goggles Provides Entirely Different Results, Based On Visual Queries

Bryson Meunier: http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463


http://searchengineland.com/author/bryson-meunier

http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463

http://searchengineland.com/author/bryson-meunier

Results are much the same


SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

Web Site

SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

SERP = Search Engine Ranking Position

Desktop Google Mobile Google


Similar On 'Non-Location' Phrases (I)



Nick Garne: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

Similar On 'Non-Location' Phrases (II)


Same results, Different Sites



Scenario 1


SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

Desktop Search

DesktopBrowser

Desktop Site


Scenario 2


SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

Desktop Results

MobileBrowser

Redirected To Mobile Site


Android 'Online Casino'



casino.ladbrokes.com/en > mobile.ladbrokes.com/lobby/casino

Ladbrokes



32red.com > touch.32red.com/w/touch/home?&bTag=DirectRequest

32Red



spinpalace.co.uk > m.spinpalace.en

Spinpalace



galacasino.com > wap.galacasino.com/lobby

Gala Casino



Looks Like Cloaking...



Cloaking


Cloaking refers to the practice of presenting different content or URLs to users and search engines. Serving up different results based on user-agent may cause your site to be perceived as deceptive and removed from the Google index.

Some examples of cloaking include:● Serving a page of HTML text to search engines, while showing a page of

images or Flash to users.● Serving different content to search engines than to users.

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66355




What Does Matt Say?



'Cloaking'... Why Google?



Links


SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

Internet

Links = Votes

Web Site

SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

More Good Votes = Rankings


Desktop Mobile


More Links


Links = Votes More Good Votes = Rankings


Internet

Web Sitewww.site.com

SERP 1: site.com

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10

Desktop Search


Few Links


Links = Votes Not Enough Good Votes = Poor Rankings


Internet Web Site

m.site.com

SERP 1:

SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10: m.site.com

Search Result


What Does It All Mean?



Often on mobile there are not enough 'voting signals' for Google to work off to get solid results.

Users don't link to mobile sites, they link to the main brand site.

Therefore Google ranks off 'desktop'.

Google Needs Solid Signals



Ranking For Mobile



● Link build to your main site!

● Follow 'traditional' Onsite SEO practices on your main site!

How to Rank



Google will 'weight' mobile sites for mobile search. Already:

Hang On To Your Rankings



Responsive Design: Sites that serve all devices on the same set of URLs, with each URL serving the same HTML to all devices and using just CSS to change how the page is rendered on the device.

How Google Likes It: First Choice


Desktop browserwww.site.com/apples

Mobile browserwww.site.com/apples

Lovely Apples Lovely Apples


Responsive Design

How Google Likes It



Sites that dynamically serve all devices on the same set of URLs, but each URL serves different HTML (and CSS) depending on whether the user agent is a desktop or a mobile device.

Second Choice



Mobile browserwww.site.com/apples

Lovely Apples Lovely Oranges


Sites that have separate mobile and desktop URLs.This is how so many money making transactional sites work.

3rd Choice



Mobile browsermobile.site.com/oranges

Lovely Apples Lovely Oranges


Many sites that have separate mobile and desktop URLs...

AmazonGoogle Desktop Query : https://www.google.co.uk/search?q=art+of+seoDesktop SERP: http://www.amazon.co.uk/The-Art-Theory-Practice-OReilly/dp/0596518862Mobile SERP: http://www.amazon.co.uk/gp/aw/d/0596518862

EbayGoogle Desktop Query : https://www.google.co.uk/search?q=ebay+buy+phone+battery Desktop SERP: http://www.ebay.co.uk/sch/i.html?_nkw=lenovo+s205+batteryMobile SERP: http://shop.mobileweb.ebay.co.uk/searchresults?cmd=SKW&kw=lenovo+s205+battery

WikipediaGoogle Desktop Query : https://www.google.co.uk/search?q=londonDesktop SERP: http://en.wikipedia.org/wiki/LondonMobile SERP: http://en.m.wikipedia.org/wiki/London

3rd Choice


https://www.google.co.uk/search?q=art+of+seo

http://www.amazon.co.uk/The-Art-Theory-Practice-OReilly/dp/0596518862

http://www.amazon.co.uk/gp/aw/d/0596518862

https://www.google.co.uk/search?q=ebay+buy+phone+battery

http://www.ebay.co.uk/sch/i.html?_nkw=lenovo+s205+battery

http://shop.mobileweb.ebay.co.uk/searchresults?cmd=SKW&kw=lenovo+s205+battery

https://www.google.co.uk/search?q=london

http://en.wikipedia.org/wiki/London

http://en.m.wikipedia.org/wiki/London


Finally...



● Mobile SEO: It's desktop SEO, on mobile● You can 'cloak' with mobile and still rank ● You have a 'free pass' for now...so take this

opportunity and get on with your mobile SEO housekeeping

Final Word




Nick Garner


mobile seo

Business