mobilegeddon and the theory of evolution by mitul gandhi
TRANSCRIPT
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Mitul Gandhi, Chief Architect, seoClarity
Mobilegeddon and The Theory of Evolution
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Who I am
• Chief Architect & Co-founder • Solve complex Enterprise SEO challenges for 2000+ Brands
What I do?
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The Big Bang
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Countdown to Mobilegeddon!
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Evolution is a fact, not an
opinion! And that’s YOUR opinion!
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Leading up to it…
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Mobile is important, and coming
faster than most people in this room
realize
Matt Cutts, SMX Advanced 2014
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Let’s Dig In!
450 8.4 billion 3.8 Billion
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Mobile Traffic Growth
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~95% vs.
~368% growth
Mobile vs. Desktop Traffic Growth
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Desktop vs. Mobile CTR
19.3%
11.4%
7.7%
5.2% 4.1%
3.3% 2.6% 2.1% 2.0% 2.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
1 2 3 4 5 6 7 8 9 10
27.7%
9.2%
3.9% 6.7% 4.8%
3.9% 3.1%
2.9% 2.3% 2.8%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
1 2 3 4 5 6 7 8 9 10
Desktop Mobile
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The Impact A Tale of 2 Countries
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§ Not everyone evolves at the same rate
Pace of Evolution
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§ 50,000 keywords § Top 10 SERPs from Mobile
USA Analysis 1
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US SERPs – Rank position comparison
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§ 450,000 keywords § Top 10 SERPs from Mobile
USA Analysis 2
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>75% of Top 10 Results Mobile Friendly
3300000
3320000
3340000
3360000
3380000
3400000
3420000
Axi
s Ti
tle
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§ 75,000 keywords § Measured between April 18th and April 25th § Impact on Top 3 results
UK Analysis
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Negative Results Domain 18-Apr 25-Apr Change % Change
www.virginholidays.co.uk 424 0 -424 -100.00% www.thebodyshop.co.uk 96 0 -96 -100.00% www.webmd.com 146 29 -117 -80.10% m.airbnb.co.uk 1,598 524 -1,074 -67.20% www.carphonewarehouse.com 1,891 801 -1,090 -57.60% m.airbnb.com 249 109 -140 -56.20% www.johnlewis.com 2,617 1,570 -1,047 -40.00% www.haven.com 311 217 -94 -30.20% www.pcmag.com 473 359 -114 -24.10% www.voucherbox.co.uk 1,091 942 -149 -13.70% www.next.co.uk 1,026 889 -137 -13.40% www.money.co.uk 1,065 927 -138 -13.00% www.cnet.com 1,605 1,490 -115 -7.20% www.myvouchercodes.co.uk 1,910 1,811 -99 -5.20% www.tripadvisor.co.uk 23,929 23,508 -421 -1.80%
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Positive Results Domain 18-Apr 25-Apr Change % Change m.carphonewarehouse.com 0 1,093 1,093 100% www.hgtv.com 1 185 184 18400.00% www.sherwin-williams.com 3 199 196 6533.30% www.loquax.co.uk 19 653 634 3336.80% m.virginholidays.co.uk 46 545 499 1084.80% www.pogo.com 46 308 262 569.60% www.games.com 143 597 454 317.50% www.airbnb.co.uk 1,306 2,451 1,145 87.70% m.johnlewis.com 2,145 3,232 1,087 50.70% itunes.apple.com 914 1,129 215 23.50% www.goodreads.com 1,191 1,448 257 21.60% uk.pinterest.com 1,020 1,217 197 19.30% www.theguardian.com 3,550 3,865 315 8.90% en.m.wikipedia.org 15,314 16,556 1,242 8.10% m.youtube.com 13,033 13,618 585 4.50%
Ranking Switched to Mobile site
m.Airbnb sites migrated to responsive design
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Net Losses Domain 18-Apr 25-Apr Change % Change www.thebodyshop.co.uk 96 0 -96 -100.00% www.webmd.com 146 29 -117 -80.10% www.haven.com 311 217 -94 -30.20% www.pcmag.com 473 359 -114 -24.10% www.voucherbox.co.uk 1,091 942 -149 -13.70% www.next.co.uk 1,026 889 -137 -13.40% www.money.co.uk 1,065 927 -138 -13.00% www.cnet.com 1,605 1,490 -115 -7.20% www.myvouchercodes.co.uk 1,910 1,811 -99 -5.20% www.tripadvisor.co.uk 23,929 23,508 -421 -1.80%
Don’t rely on your mobile app exclusively.
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So…
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What was the point?
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§ By talking about how something will behave, we alter the very behavior we expect
Human Behavior
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Evolutionary direction of Engines
To Parsing JavaScript From Binary
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Bots Emulating Human Users
Old saying: “Build your site as if bots and SERPs don’t exist.”
“Build your site for users.”
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Search Engine Optimization § Focus on optimizing for the engine § Chasing the algorithm § Tactical § Ignores new developments
Redefining SEO
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Search Experience Optimization - End-user focused - A holistic marketing approach - Includes all TYPES of search experiences
– present and future
NEW Definition
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The Next Frontier?
50% lower
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Experience Optimization By Screen size
Your site should adapt to whatever screen your user is using:
Desktops
Tablets
Phablets Smart Phones
Or Bionic Eyes
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Mobile Evolution: Belief is optional, Participation is not
In Conclusion
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THANK YOU!
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