searchlove san diego 2017 | marcus tober | ranking factors in a mobile-first world
TRANSCRIPT
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Marcus Tober
San DiegoFebruary 23, 2017
HOW TO SURVIVE IN A MOBILE-FIRST WORLD(WHEN YOU'VE SPENT YEARS OPTIMIZING YOUR WEBSITE FOR DESKTOP)
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• Founder and CTO of Searchmetrics• Searchmetrics is a software company
(SEO/Content Marketing) with 220 people in Berlin, London, New York and San Mateo
• In LOVE with SEARCH since 2001
Marcus Tober
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searchmetrics.com/sandiego-2017
Get the Slides!
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What is Mobile-First?
https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
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Desktop-first Index
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Mobile-first Index
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What does Mobile-First mean for my page?
– John Mueller, Google, July 2016
What doesMobile-Firstmean?
John Mueller – July 2016
“The general idea is that we want the same content available
on your desktop site to be available on your mobile site”
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The SAME Content?
REALLY?
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Browsing is different: Mobile vs Desktop
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Same doesn‘t REALLY mean SAME
Over 15,000words
Under 2,000words
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Ranking Factors Desktop vs Mobile
≠
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Word Count
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
500
1000
1500
2000
2500
Mobile Desktop
25% less on Mobile!
vs
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File Sizevs
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
50,000
100,000
150,000
200,000
250,000
Mobile Desktop
33% smaller on Mobile!
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Site Speedvs
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 206
7
8
9
Mobile Desktop
A second faster on Mobile!
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Structure of elements: Mobile vs Desktop
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Number of Interactive Elementsvs
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 200
50
100
150
200
250
300
Mobile Desktop
40% fewer on Mobile!
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Keyword distribution which searches are made on which device?
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Keyword distribution
93%
69%
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Looking for answerswhat will my baby look like
26%
65%
9%
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Desktop vs Mobile
morphthing.com
26%!65%!
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Desktop vs Mobile
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And guess what?
Nice!
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Desktop vs Mobile
Want a good example of a page with superiormobile visibility ideally
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Desktop vs Mobile
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Content Marketing Challenges
Worldwide, $145 billion1 is spent on the production and marketing of digital content.
Source #1: Global Content Marketing Spendings 2014 - PQ Media (June 2015)Source #2: A New Era of Content (2015) – iProspect
Only 1 in 5 pieces2 of content is ever consumed by real people and engaged with!= $116 billion is wasted!
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$116 billion wasted!
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Content Marketing Challenges
26%
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Content Marketing Challenges
42%
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Content Marketing Challenges
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Search is huge
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Machine Learning Rank Brain Content Relevance
3.5 billion Google searches per day globally
but…
… the algorithm is more complex than ever!
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So … which Ranking Factor matters most?
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Ranking Factor: Content Relevance(Content Score)
What’s the average difference in Content/Position?
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Ranking Factor: Content Relevance(Content Score)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 2010%
20%
30%
40%
50%
60%
70%
80%
90%
Average Content Score
𝜌=0. 43
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Most used solution to create content (still!)
• Lots of effort• Expensive• Unpredictable
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Most used solution to create content (still!)
It is our challenge to change people’s habits to create more better content
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Our solution – Topic Explorer
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Our solution – Content Editor
Content Score
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That’s not Rocket Science!
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That’s a data-driven approach!
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The best content strategies to reach your audience- wayfair.co.uk -
+328 % in 2016
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The best content strategies to reach your audience- springlane.de -
+280 % in 2016
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The best content strategies to reach your audience- Does quantity matter? -
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The best content strategies to reach your audience- Does quantity matter? -
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The best content strategies to reach your audience- Does quantity matter? -
-85 % in 2 years
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The best content strategies to reach your audience- Be really great in what you do!- Don’t do everything just a little bit!
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The best content strategies to reach your audience
+ 68 % in 2 years
- And do it great on mobile too!
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The best content strategies to reach your audience
In just weeks their search visibility will cross
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May 2016 July 2016
August 2016
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BUT
Content needs to be differentdepending on User Intention
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https://www.google.com/amp/s/www.buzzfeed.com/amphtml/twopoodles/recipes-for-camping-food
Rank #1
34 imagesEach image has short descriptionLinks to each recipeHigh Social Engagement
User Intention = Inspiration!
✓✓✓✓
Search Query & ExpectationsExample: “cooking while camping”
Good content structure: Ordered list
✓AMP and HTTPS✓
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http://www.quickanddirtytips.com/house-home/food/how-to-cook-while-camping
Rank #9
Only 3 images
WAY too much textLack of content structure
User Intention NOT met
✗✗
✗
Search Query & ExpectationsExample: “cooking while camping”
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The user needs to feel happy with the result.
User Experience
But businesses often fail in providing the right contentfor the respective user intention
?
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To engage perfectly with your audience, you’ll need …
… the right content … in the right moment … on the right device.
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• Google has 3.5 billion searches per day globally
• 81% of online shoppers read product reviews or related information before making a purchase
• But 79% of all purchases still happen offline
Source: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
Online/Offline buying process
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• 54% of offline shoppers conduct online research before they buy offline(ROBO: Research Online, Buy Offline)
Source: https://marketingtechblog.com/robo-research-online-buy-offline/
Online/Offline buying process
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There is no bestbuy.com ranking on 1st or 2nd page on Google.com
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OMG! There is an incredible search volume behind this kind of informational -> transactional search…!
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They JUST DON’T HAVE A PAGE to compare popular smartphone models with each other!
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6 6s 7???
Comparing iPhones
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?
?
??
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To engage perfectly with your audience, you’ll need …
… the right content … in the right moment … on the right device.
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searchmetrics.com/sandiego-2017
Get the Slides!
THANK YOU!SEE YOU IN =TEXT(TODAY()+235,"MMMM")
SEE YOU IN OCTOBER!