Mobile SEO Safeguarding Against Google s New Mobile Updates

Transcription

1 Mobile SEO Safeguarding Against Google s New Mobile Updates Jeff Jeff Riddall Riddall Director Director of Product Product Strategy Strategy gshift gshift

2 About Me Director of Product Strategy 15 years of Web marketing experience 5 years with gshift Blogger Social Media Addict Recently Retired Hockey jeff.riddall@gshiftlabs.com

3 About gshift SaaS platform collects and stores billions of content-level data points from search and social. 10,000+ brands and 6,000+ users in 24 countries. We transform big data into insights with intelligence for datadriven decision making. White-labeled reporting interface capabilities for Agencies. All your SEO, Social and Content Marketing analytics in one place.

4 Agenda 1. Mobilegeddon So Far and Industry Trends 2. Mobile SEO Survey Results 3. Mobile Content Marketing 4. Software & Mobile Data: 1. On-Site Ranking Factors 2. Benchmarking your SEO Keywords for Mobile 3. Mobile SEO Reporting 5. Q & A Socialize with #MobileSEO

5 April 21, 2015 Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices. - Google

6 What to Expect and So Far The Mobile algorithm change will take at least a few weeks to roll out to Google.com and even longer for the other global engines. Many are not prepared, so overall the changes may be minor. Most likely the smallest and largest orgs will be most affected lack of resources and breadth of issues. There are still the primary algorithm which will trump Mobile.

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8 What does this mean for SEO? Think about: Mobile SEO Mobile Content Marketing Differences in discoverability. Understanding the differences through data. Service opportunities for digital agencies. Competitive opportunities for brands.

9 Industry Trends

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11 7.2 billion people and devices GSM Association, Oct 7, 2014

12 2015 Experimentation

13 DIGITAL MARKETING TACTICS BEING DONE

14 SEO IS INTEGRATED WITH EVERYTHING

15 What is SEO? It s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search, social throughout the prospect's buying cycle and across any device. - Krista

16 Mobile SEO Survey Results 293 digital marketers March 25 th to April 2 nd Retail, travel, automotive, B2B and B2C 65% of participants were senior-level decision makers

17 Source: gshift 2015

18 gshiftlabs.com on a Blackberry

19 Source: gshift 2015

20 6,000 websites between April 2014 and January 2015 Source: gshift 2015

21 22% 78% Source: gshift 2015

22 Source: gshift 2015

23 Source: gshift 2015

24 Mobile Optimized Content Marketing Mobile website visitors have a 9.56% higher bounce rate on average compared to a desktop visitor. Usability Content type: video Content style: short form, bite-sized content Short headlines Set up mobile conversions in Google Analytics Test!

25 Is your content discoverable from a mobile device? Is your content usable on a mobile device?

26 44% 56% Source: gshift 2015

27 Software & Mobile Data

28 Mobile Usability Is your website mobile-friendly? i.e., how does it render on a mobile device like a phone or tablet? Does your content load quickly? What is your visitor s mobile experience like? Even more important for local businesses where mobile search is more prevalent.

29 Google Webmaster Tools

30 Google Webmaster Tools Warnings Moral of the story: Use Google Webmaster Tools! Integrated with gshift

31 Fixing Usability Issues CMS? Use a mobile friendly theme. Make sure your site fits in mobile viewports. Make sure font is legible Make sure buttons are clickable. Minimize HTML & CSS. Avoid JavaScript. Avoid heavy images. Use browser caching. If you go mobile-only you need to re-optimize content.

32 Mobile Rank Data Anecdotally, mobile rank was already different from desktop rank. Remember: Page 1 may only include Top 5-7 positions. Mobile, local rank data is crucial for local businesses.

33 Mobile Data in gshift Google Mobile Rank Data Comparative Reporting Important to get a Benchmark Now! Mobile Analytics Mobile vs. Desktop vs. Tablet

34 Benchmark your Keywords & Content All mobile SEO resources: mobile-seo for Mobile SEO Q & A Q & A Time!