understanding the mobile seo opportunity - sascon beta 2015
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Understanding The Mobile SEO Opportunity
Nick WilsdonLead SEO, Vodafone Group
Interesting mobile data from Google
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
More often via smartphone than computer / tablet Equally via smartphone & computer / tablet
http://consumerbarometer.com
55% of South African users
7%1%
6% 4% 6%
34%
3% 6%
38%
1%8%
1% 4%
55%
6%17%
6%
Only Access Internet On Mobile
http://consumerbarometer.com
Mobile Website vs. App – Who Wins?
88% 82%
12% 18%
smartphone tablet
app activity browser activity
30%
33%
37%
favour apps
favour mobile webequal
Source: comScore – Oct 2014 Source: IAB– Dec 2014
52% of users in the IAB study admit clicking web links within apps – in our always-on world, can people tell the difference between app and mobile web?
Mobile web vs. app – new user journeys
App indexing is not new, introduced in 2013 but it can now be used to index content on apps that are not installed on the user’s device
When users click an app result, they will be prompted to open the application or download it.
Available for Android & iOS – and in Bing
https://developers.google.com/app-indexing/introduction
Combined Mobile Search & App Experience
Network Coverage
Billing & Top up
Device Support
PersonalisedFAQs
Account Support
New opportunities for data driven (personalised) responses to searches = better user experience
Choose user journey by search query or intent
Many Mobile Journey’s Are Broken
0%
20%
40%
60%
80%
100%
120%Question: Which device did you use to make your purchase
Smartphone Tablet Computer
http://consumerbarometer.com
Which Explains Low Mobile Conversion Rate
Question: What do you tend to do when you run into problems using a website on a smartphone?• Continue to use the same site on a smartphone
(15%) • Use the same site but on another device (50%)• Find another site that works better on a smartphone
(24%)• Call or visit the store (7%)• Try the same site via a smartphone again at a later
time (25%)
http://consumerbarometer.com
1 in 8 people in the UK have downloaded app
Now 40%+ of orders come through the app
1%
27.5%38.3% 40%+
2012 2013 2014 2015
Dominos App Orders
Increased use (on move) & reduced friction
Get Inspired By Domino’s App Success Story
“More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan*.”- Google – Inside Adwords Blog, May 2015
* Now confirmed that the UK was one of these countries -Eileen Naughton, Managing Director and VP for sales and operations in Google UK-Ireland / 15th June 2015
@nickwilsdon
Mobile Tipping Point Arrived in May 2015
11
30m users30mln users 190 countries 750+ publishers
12 7 December 2015
“Publishers are ready to ramp up content distribution on Facebook’s Instant Articles in the coming days”- The Wall Street Journal – June 25th 2015
Expect More Carrots Than Sticks
Google is busy pulling levers to increase the quality of their mobile results. This is a great opportunity for advertisers.
• Google will be considering “high quality” apps a positive ranking factor in mobile search
• Google experimenting with “Mobile Friendly” tag in PPC results – will this be rolled into Quality Score?
• Now on Tap can navigate between apps and generate more information about the content in apps
• All of this will drive app downloads and engagement with your brand
Areas to focus on for 2016Your Mobile SEO
Checklists
15 7 December 2015
Basic Mobile Checklist
• Acceptable Mobile Configuration (passing Google’s Mobile Friendly Test)
• Responsive Website Design (RWD)
• Monitoring desktop/mobile rankings, traffic and conversions
Intermediate Mobile Checklist
• Connect Android developer accounts with Google Search Console
• Ensure you are tracking visits to and across app journeys
• App Store Optimisation (ASO)
Advanced Mobile Checklist
• Involve SEOs on user journey discussions (search data). Map out functionality
• Focus on performance (page/app loading) and UX improvements
• Allow Google API to crawl app, or create sitemap. Add in iOS app indexing SDK.
• Think mobile-first on content strategies and campaigns
@NickWilsdon
Thank You