SEO & MobileJOHN KARP – SENIOR CAMPAIGN DIRECTOR

AgendaDISCUSSION TOPICS

• Current SEO Campaign Snapshot• Mobile SEO Considerations

Current SEO Campaign Snapshot

• Keyword Research• Site Analysis Recommendations (6 Sections)• On Page Optimization Recommendations (44 Pages)• 301 Redirect Recommendations• Created 2 XML Sitemaps that include a total of 63,247 URLs• Robots.txt file Recommendations• Adding Social Media Share Buttons• Google Analytics Social Button Tracking• Site Speed Optimization• Newsroom PR Optimization Strategies• Canonical URL Link Tag Recommendations• Google Publisher Setup Guide• PDF Optimization Guide• URL Structure Best Practices Guide

SEO Campaign Success

April 2013 Compared to April 2012

Non-Branded Keywords - Increase of 167.17%Visits - Increase of 162.06%

SEO Campaign Success

Mobile SEO Considerations

Increase of 112.31%

Mobile SEO Considerations

Android: 103.47% Increase | iPhone: 128.42% Increase

Mobile SEO ConsiderationsDesktop Vs. Mobile

Jan 1 - May 27, 2013

Mobile SEO ConsiderationsDesktop Vs. Mobile

Jan 1 - May 27, 2013

Mobile SEO ConsiderationsDesktop Vs. Mobile

Jan 1 - May 27, 2013

Mobile SEO ConsiderationsMobile Keyword Research

Mobile SEO Considerations

Responsive Design

• Mobile user experience may be impacted if there are large images and/or multiple images used on a page. This will cause an increase in page load time which may then lead to an increase in bounce rate.

• Easier to maintain. You’ll only have to update content on one page/URL.

• Not Needed - Mobile Device Detection and Redirection, Alternate Link Tags, Canonical Link Tags, and Mobile XML Sitemap.

TAKEAWAYS

Mobile Site On A Subdomain

• Opportunity to serve scaled images and not rely on HTML and CSS to resize.

• Opportunity to create code and layout so that page load time will be minimal.

• Duplicate effort to maintain. If there’s a content update on a desktop URL, the mobile counterpart may need to be updated as well.

• Strongly Recommended - Mobile Device Detection and Redirection, Alternate Link Tags, Canonical Link Tags, and Mobile XML Sitemap.

TAKEAWAYS

Mobile - Conclusion

ALTHOUGH GOOGLE HAS UPDATED ITS RECOMMENDATIONS AND FAVORS RESPONSIVE WEB DESIGN FOR BUILDING SITES OPTIMIZED FOR SMARTPHONES, IF YOU HAVE BUILT OR PLAN ON BUILDING A SEPARATE, DEDICATED MOBILE SITE, PLEASE KNOW THAT YOU ARE NOT DOING IT "WRONG".

WITH USER EXPERIENCE IN MIND, WE FEEL THAT THE ONLY "INCORRECT" MOBILE SITE IS ONE MADE WITHOUT REGARD TO USER BEHAVIOR, NEEDS, AND EXPECTATIONS FOR A PARTICULAR SITE.

A FEW RESOURCES:GOOGLE'S MOBILE CRAWLERSHOW TO CREATE MOBILE SITE CLICK TO CALL TRACKING IN GOOGLE ANALYTICSHOW TO CUSTOMIZE YOUR WEBSITE'S LAUNCHER ICONBUILDING SMARTPHONE-OPTIMIZED WEBSITES (GOOGLE)BUILDING MOBILE-OPTIMIZED WEBSITES (GOOGLE)

Thank You!