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Searchlove London 2016 - The Changing Landscape of Mobile Search - Bridget Randolph

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Mobile is becoming an increasingly important traffic channel, and given recent developments like app indexation and AMP (Accelerated Mobile Pages), as well as the addition of new types of devices like wearables and smart tech, understanding how it fits into the bigger search marketing picture is more crucial than ever. This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search is heading.

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Searchlove London 2016 - The Changing Landscape of Mobile Search - Bridget Randolph

  1. 1. “We used to talk about whether or not we were in the year of mobile… but we are actually in the Age of Mobile.”
  2. 2. A brief jaunt down memory lane
  3. 3. 2000-2012: total internet usage vs mobile data usage 12x Source
  4. 4. 2013’s big question: “What should my mobile strategy be?”
  5. 5. What does this mean for mobile search?
  6. 6. And sure enough, in 2016... Mobile has become the preferred way to browse the web.
  7. 7. Proof: the story from the stats. Ben Evans. It wasn’t always like this.
  8. 8. It’s because this happened 2008 Source
  9. 9. It’s because this happened 2008 Source 2016
  10. 10. It’s because this happened 2008 Source 2020 2016
  11. 11. now, 52% of UK internet users say that mobile is their primary way to access the web.
  12. 12. up from only 24% in 2013.
  13. 13. Ben Evans, 2015 “It’s actually the PC that has the limited, basic, cut-down version of the internet...it only has the web.”
  14. 14. We used to talk about mobile being used “on the go”, and desktop for “work” and “home”. Now we recognize that mobile is used in all different environments and contexts, and often simultaneously with other devices.
  15. 15. We used to talk about how to prevent showrooming. ...that ship has sailed.
  16. 16. OH WELL
  17. 17. welcome to...
  18. 18. The Changing Landscape of Mobile Search Bridget Randolph
  19. 19. User Behaviour Technological Advances Ranking Factors (Google) Search MarketingReactive Approach
  20. 20. 4 key shifts for Google Mobile First Mobile Friendliness App Integration with Web Search Page Load Times and AMP
  21. 21. Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs #1 Mobile First Mobile Friendliness Page Load Times and AMP
  22. 22. Making Desktop Experience More Like Mobile Experience
  23. 23. The old “Google” - listing style
  24. 24. The new “Google” - card style
  25. 25. No more sidebar ads
  26. 26. Content has to become more flexible.
  27. 27. In the news
  28. 28. First step(s): - Account for it in your reporting and tracking - Consider creating more top-of-funnel landing pages - Optimize for instant answers and enhanced search - structured data, rich snippets Take action
  29. 29. - Look for Universal Results reports in common tracking tools, including - STAT Analytics - SEMRush - Brightedge - Structured data testing tool - Content Everywhere by Sara Wachter-Boettcher (2012) Tools and tips
  30. 30. ● Better integration of content within apps ○ Opening developer access to iMessages, Maps ● Cross-device integration ○ Universal Clipboard on OS ○ Siri remote for AppleTV ○ ApplePay on websites ● Less device-specific dependencies ○ Android Wear 2.0 doesn’t require phone ○ Google Auto can integrate directly with car system ● Mobile-first to Machine learning-first Where’s it heading?
  31. 31. #2 Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs Mobile First Mobile Friendliness Page Load Times and AMP
  32. 32. Mobile Friendliness
  33. 33. They started with a “positive” incentive approach.
  34. 34. Google now provides all sorts of tools in Search Console and elsewhere to test mobile friendliness.
  35. 35. 81%+ of the top 3 results are mobile friendly.
  36. 36. Google also announced a 4.7% percentage point increase in the number of mobile-friendly websites, within the 2 months between their announcement about the update and “Mobilegeddon”. Source
  37. 37. First step: make sure your site passes the basic mobile-friendliness tests. ● Mobile Friendly Testing Tool ● Search Console Mobile Usability Report ● Separate tab on the Pagespeed Insights tool Take action
  38. 38. ● use URL Profiler to check URLs in bulk with the Google mobile-friendliness tool ● use BrowserStack to simulate mobile browser experiences Tools and tips
  39. 39. ● Mobile first approach to rankings ○ Mobile page speed will be ranking factor ○ Mobile index will be primary index ● Content accessibility needs don’t stop with smartphones ○ Google Home and similar devices ○ Android Wear 2.0 and other wearables ○ Smart cars and vehicle-integrated apps ● Mobile search is tied to voice search and physical context ○ Optimizing for conversational search and geolocation Where’s it heading?
  40. 40. Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs #3 Mobile First Design of SERPs Mobile Friendliness Page Load Times and AMP
  41. 41. Mobile Page Load Times and AMP
  42. 42. 40% of users will abandon a page that takes too long to load.
  43. 43. 3G Is the dominant network type worldwide.
  44. 44. even a 1sec delay was found to lead to a 7% decrease in conversions.
  45. 45. In the newsIn the news
  46. 46. Facebook Instant Articles Apple Newsstand Native Apps
  47. 47. AMP is a set of rules for developing webpages which guarantees speed and forces distribution.
  48. 48. It’s basically skeleton HTML which allows the page to...
  49. 49. a) load really quickly b) be cached by Google and served directly in the SERP
  50. 50. www.wsj.com/article-headline www.wsj.com/amp/article-headline https://amp.gstatic.com/v/s/www. wsj.com/amp/article-headline
  51. 51. For the Washington Post, implementing AMP pages increased mobile return visitors by 23%. These AMP pages showed 88% faster load time when compared with regular mobile pages. Case study: Washington Post
  52. 52. Originally AMP was pitched as a platform for Google News and other editorial content. But it’s now being supported more widely.
  53. 53. First step: decide whether AMP is relevant to you. You should use AMP if: ● You make a lot of content, particularly editorial content ● You want wider distribution of your content ● Your industry has a high proportion of mobile traffic ● It’s compatible with your business model Take action
  54. 54. Next step: AMP implementation. ● Create AMP supported versions of the pages you want supported ● If you’re a Wordpress user, you can use a plugin like Automattic AMP and/or Glue by Yoast ● For ecommerce sites, Google recently posted this guide to getting started with AMP. Take action
  55. 55. ● ● Mobile-specific tab on the Pagespeed Insights tool ● Resource for running webpagetest.org speed tests multiple times in a Google spreadsheet AMP-specific: ● Google’s AMP validation testing tool ● Resource from SEW on AMP implementation for Wordpress ● Google tutorial on implementing AMP ● eBay’s notes on what went well and what was tricky in their implementation Tools and tips
  56. 56. Where’s it heading? ● A single interface for everything - from first query to checkout. ○ Using a personal assistant app like Siri or Allo to see a task through from start to finish... ○ e.g. schedule a dinner with calendar, book a table, order an Uber to the restaurant, and pay for the meal
  57. 57. Mobile Friendliness as a Ranking Factor Site Speed and Page Load Times App Integration with Web Search Mobile First Design of SERPs #4 Mobile First Design of SERPs Mobile Friendliness Page Load Times and AMP
  58. 58. App Integration
  59. 59. Google needs to integrate app content with the rest of the web
  60. 60. app indexation.
  61. 61. First step: If you don’t have an app, you may not need one. Ask yourself: Would my app... ● Add convenience? ● Offer unique value? ● Provide social value? ● Offer incentives? ● Entertain? TAKE ACTIONTake action
  62. 62. First step: If you do have an app, make sure it supports http:// (web) links. And check out my blog post about how to set up an app for indexation by Google. TAKE ACTIONTake action
  63. 63. Must-have Avoid pitfalls Recommended ● Support deep-linking ● Use web URLs for app views where possible ● Register the app in your Search Console ● Allow appropriate URLs in robots.txt ● Ensure first click free in the app ● Add markup to pages or sitemaps ● Use app indexing API to: ○ Index personal user content ○ Add meta information to app views ○ Enable activities such as voice actions ○ Expose popularity of app views to Google Checklist for Android app indexing
  64. 64. Watch this space Avoid pitfalls Must-have ● Support Universal Links ○ Add your domain(s) to associated-domains in app ○ Add URLs handled by the app to apple-app-site-association on domain ● Use web URLs for app views where possible ● Add GoogleAppIndexing registration to your app ● Ensure first click free in the app ● Enable the back button ● Watch out for Google announcing an iOS app indexing API ○ Enables indexing of personal content ○ Allows usage information to be sent to Google ○ Adds meta information Checklist for iOS app indexing (Google)
  65. 65. ● Bridget’s original blog post on app indexation (2015) ● Cindy Krum on Progressive Web Apps (PWAs) ● Google guidance on deep linking and app indexation ● Introduction to Firebase ○ Cindy Krum’s Mozcon presentation Tools and tips
  66. 66. Where’s it heading? ● Blurred lines between app content and web content ○ Firebase as centralized app platform ○ App streaming and progressive web apps (PWAs) ○ Google Instant Apps ● Greater integration between apps ○ Pay for things in iMessage, ApplePay on websites, Apple Maps syncing with calendar and location ○ Single sign-on for Apple TV ● 3rd party developer integrations with Apple core apps ○ iMessage, Maps, Siri
  67. 67. Bonus Round
  68. 68. ● Mobile browser search (Safari autocomplete) ● Mobile assistants (Siri, Cortana) ● iPhone Spotlight ● App store search (Google Play, Apple App Store) ● Mobile chatbots (Allo, Facebook M) ● Personal index (My Photos, Calendar, Messages) ● ...and more. The mobile search ecosystem today - beyond Google
  69. 69. ● Google Auto ● Google Home ● Android Wear 2.0 ● Apple Air Pods ● Siri on MacOS Where’s it heading?
  70. 70. The future of mobile...
  71. 71. “My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all.” Sergey Brin, TED, 2013
  72. 72. “The [Google] assistant is an ambient experience that will work seamlessly across devices and contexts. ...It builds on all our years of investment in deeply understanding users' questions.” Sundar Pichai, Google I/O, 2016
  73. 73. An Intelligent Personal Assistant (“Machine Learning First”)
  74. 74. ● Assistive search ● Getting things done ● In your world ● Powers other services... Google Assistant
  75. 75. ● Case study: WashingtonPost ● Case study: eBay ● Case study: Onnit Google Home
  76. 76. Allo and Duo
  77. 77. Personal index + public index + app content = a single interface for all searches
  78. 78. a single interface for all searches + implicit context + machine learning + artificial intelligence = intelligent personal assistant
  79. 79. First Step: ask yourself how you can prepare to be the most useful source from a personal assistant app’s point of view? TAKE ACTIONTake action
  80. 80. User Behaviour Technological Advances Ranking Factors (Google) Search Marketing
  81. 81. ● physical interaction with individuals and environment ● Device- and app-agnostic integration ● voice recognition and conversational interaction Key themes in new technology
  82. 82. User Behaviour Technological Advances Ranking Factors (Google) Search Marketing
  83. 83. www.distilled.net/searchscape @BridgetRandolph @Distilled