BrightonSEO conference presentation. Google recommends responsive design as their preferred option for mobile content, but does this solution apply to every case? learn how looking at solutions through the eyes of the user can help you define the best strategy for Mobile SEO

1. Mobile SEO
Is responsive the solution to all our problems?

2. I’m
currently
the
Director
of
SEO
of
Expedia
EMEA
Who is Jose Truchado
But
apart
from
that:
I’m
an
entrepreneur,
Execu0ve
coach
and
Myers
Briggs
prac00oner
I’ve
spent
most
of
my
life
building
projects
and
mentoring
people,
which
means
that
I
have
a
great
curiosity
in
understanding
people’s
behavior
off-­‐line
and
on-­‐line.

3. The key to Mobile SEO is to make sure that
we adjust the design and content to focus on
user’s and devices type’s search behavior and
intent
Understand
how
the
different
mobile
solu?ons
can
help
our
SEO
Mission

4. How
do
people
search
on
mobile?
Let’s
look
at
the
basics
Remember we are thinking about people, not
machines or bots!

5. A few facts about mobile behavior
Consumers
spend
=me
researching
on
mobile
Consumers
spend
15+
hours
per
week
researching
on
their
smartphone
and
on
average
visit
mobile
websites
6
?mes.
74%
Mobile
research
starts
with
search
More
smartphone
users
start
researching
about
products
or
services
on
a
search
engine
vs.
a
branded
mobile
site
or
app.
Loca=on
proximity
maEers
to
mobile
consumers
69%
of
consumers
expect
businesses
to
be
within
5
miles
or
less
of
their
loca?on.
Purchase
immediacy
is
key
Over
half
of
consumers
want
to
make
a
purchase
within
an
hour
of
conduc?ng
research
on
their
smartphone.
Mobile
influences
purchases
across
channels
93%
of
people
who
use
mobile
to
research
go
on
to
complete
a
purchase
of
a
product
or
service.
Most
purchases
happen
in
physical
stores.
Google/Nielsen
Mobile
Path
to
Purchase
custom
study,
Nov
2013

6. Mobile Searches for Shopping
By
Loca=on
77
100
214
101
Most
of
the
mobile
searches
when
shopping
are
done
in-­‐
store,
almost
double
than
at
home
or
on
the
go.
This
means
that
the
user
is
ready
to
perform
an
ac?on
whether
is
to
purchase
a
product
in-­‐store,
or
buy
it
on-­‐line.
In Store/In Situation
92
Source:
Google/Nielsen
Life360
Mobile
Search
Moments
Q4
2012
Based:
total
mobile
searches
n=6,303.
Q:
Where
are
you?
At
Home
On
the
go
In
Store
At
work
At
school

7. 73% of mobile visits trigger an action
Whether
it’s
a
store
visit,
call
or
purchase
73%
What does this mean?
Source:
Google/Nielsen
Life360
Mobile
Search
Moments
Q4
2012.
Base:
Outcome
survey
completes
n=1,958
Q:
Which
of
the
following
did
you
do
on
your
smartphone?
Q:
Which
of
the
following
have
you
done
on
laptop/desktop/tablet?
Q:
What
other
ac?ons
did
you
take
in
person?
(select
all
that
apply)

8. Understand
Crawlers
Search engines want you to
deliver the best experience for
mobile users, and by
understanding the click speed on
your website they’ll know if you
are doing so.

9. Site
&
Page
authority
Mobile
Ready
Page
speed
Errors
Mobile SEO Ranking Factors
Same
as
on
desktop
pages,
link
equity
of
your
site
and
of
the
page
is
s?ll
an
important
ranking
factor
Having
a
mobile
ready
site
will
not
only
have
you
ahead
of
compe?tors
that
are
not
ready
but
also
provide
a
beEer
user
experience
and
improve
conversion
rates.
Google
wants
mobile
pages
to
load
in
one
second
or
less
Correc?ng
errors
such
as
faulty
redirects
(separate
mobile
sites),
sob
404s
and
Incorrectly
handling
Googlebot-­‐Mobile
will
allow
your
site
to
be
indexed
more
easily

10. Challenges
The
Of
building
a
Mobile
Site
ü There
is
no
single
standard
ü Google
has
been
slow
adop?ng
new
technologies
ü Variety
of
mobile
devices
ü Differences
in
user
behavior
across
devices
ü Compe?ng
with
resources
dedicated
to
the
mobile
app

11. Why
a
unique
URL
is
the
best
op=on
for
Mobile
SEO
Unique URL
Link equity is consolidated into one URL
Makes sharing the URL easier
It’s the preferred choice by both Google and Bing

12. Responsive
Design
Dynamic
Serving
Separate
Mobile
Site
What options do we have
Google
supports
three
different
configura?ons
for
crea?ng
smartphone-­‐op?mized
websites:
Serves
the
same
HTML
for
one
URL
and
uses
CSS
media
queries
to
determine
how
the
content
is
rendered
on
the
client
side:
This
is
Google’s
recommended
configura=on
Serves
different
HTML
for
one
URL
depending
on
the
user-­‐agent.
Use
the
Vary
HTTP
header
to
indicate
you're
doing
this
Redirects
users
to
a
different
URL
depending
on
the
user-­‐agent.
Use
bidirec?onal
link
annota?ons
to
indicate
the
rela?onship
between
the
two
URLs
for
search
engines.
Source:
hips://developers.google.com/webmasters/smartphone-­‐sites/?hl=en
Unique
URL
Solu?ons

13. Some Mobile Web Stats
↘ More
than
30%
of
users
access
the
web
through
a
mobile
device
↘ 34%
of
cell
internet
users
go
online
mostly
using
their
phones,
and
not
using
some
other
device
such
as
a
desktop
or
laptop
computer.
Faster
adop=on
Mobile
web
adop?on
is
8
?mes
faster
than
web
did
in
the
1990s
and
early
2000s
1.2
billion
There
are
1.2
billion
people
accessing
the
web
through
their
mobile
device
1
in
3
Mobile
searches
have
local
intent
vs.
1
in
5
in
Desktop
22%
of
Traffic
Mobile
traffic
already
accounts
for
22%
of
all
traffic,
where
Tablets
are
12%
Source:
statcounter.com

14. Think
about
how
YOU
behave
with
a
phone
Think about how the
user behaves

15. Let’s look at a case scenario
“Consumers don’t use smartphones as phones, in the traditional sense. They use them to get
data in real-time, wherever they happen to be”
Maybe
a
restaurant
in
the
area,
a
hotel
or
how
to
get
to
a
place
We need to find something
The
phone
can
help
us
either
through
a
specific
app
or
through
performing
a
search
Phone

16. • Perform
as
few
clicks
(taps)
as
possible
to
get
what
I
want
• A
page
that
takes
advantage
of
my
device’s
features
(geoposi?oning)
• Informa?on
that
is
easy
to
read
• Forms
that
are
easy
to
complete
(one
hand)
• A
page
that
is
quick
to
load
• A
page
that
doesn’t
consume
my
data
plan
What do I want?
My
device
can
provide
the
browser
with
informa?on
that
can
make
my
mobile
experience
faster
and
beier
such
as
Loca?on
Technology

17. Responsive Design Dynamic Serving
Same
URL

18. Responsive Design
This
is
s?ll
Google’s
main
recommenda=on
This
works
great
for
when
you
want
to
deliver
the
same
content
regardless
of
the
device
the
user
is
using.
The
crawl
is
efficient,
users
don’t
experience
the
slowdowns
that
redirects
bring,
and
search
engines
have
just
one
page
to
index
and
rank.
When and
Why ?

19. Responsive Design
Examples
when
responsive
design
is
the
best
op=on
Blogs
tend
to
serve
the
same
content
regardless
of
the
device
that
is
reques?ng
the
page
Blogs
When
the
products
offered
are
not
influenced,
by
loca?on
or
type
of
device
reques?ng
the
page
&
shopping
experience
has
been
op?mised
to
work
across
devices
Transactional Pages
Companies
with
a
single
loca?on
and
pages
that
purely
describe
their
services
Corporate pages

20. Dynamic Content Serving
There
are
some
complexi=es
This
works
great
for
when
you
need
to
deliver
different
content
for
different
devices
• The
content
is
more
targeted
• Higher
chances
of
conversion
• Informa?on
more
relevant
to
the
user
When and
Why ?
Google:
we
recommend
that
the
server
sends
a
hint
to
request
that
Googlebot
for
smartphones
should
crawl
the
page,
too,
and
thus
discover
the
mobile
content.
This
hint
is
implemented
using
the
Vary
HTTP
header.
Beyond
the
Rack
didn’t
just
want
to
duplicate
their
desktop
experience,
but
to
improve
it
for
on-­‐the-­‐go-­‐consumers.
Beyond
the
Rack
saw
the
mobile
conversion
rate
double.
Mobile
revenue
soared
from
10%
to
21%
of
total
sales
Source:
hip://sta?c.googleusercontent.com/media/www.google.com/en//think/mul?screen/pdf/beyond-­‐the-­‐rack-­‐mul?-­‐screen-­‐resources_case-­‐studies.pdf

21. Dynamic Content Serving
Examples
when
Dynamic
Content
Serving
is
the
best
op=on
When
products
can
be
influenced
by
loca?on,
type
of
device,
etc.
Transactional Pages
When
the
company
has
several
offices
in
different
loca?ons
and
want
to
serve
different
content
according
to
the
loca?on
of
the
client
Corporate pages
Relevancy
of
news
can
be
influenced
by
the
loca?on
of
the
person
visi?ng
the
site
News & Magazines

22. Understand
your
Audience
The
power
of
analy0cs
“Only by understanding who is
visiting your site and what are
they expecting to find there you
will be able to provide the best
mobile experience to your
visitors”

23. They
will
give
you
the
best
insights
to
understand
your
audience
Use
Google
Analy?cs
segments
to
segregate
traffic
between
desktop
and
mobile,
and
analyse
the
keywords
your
visitors
use
to
get
to
your
site.
• Are
they
similar
to
the
keywords
for
your
desktop
traffic?
• Is
there
any
hint
the
user
is
trying
to
use
the
special
features
of
the
phone
such
as
loca?on
(keyword:
near
me?)
Use Analytics and GWT
In
Google
Webmaster
Tools
you
can
not
only
iden?fy
the
search
queries
that
lead
to
your
site
but
also
if
Google
is
having
any
problems
accessing
your
mobile
ready
site.

24. Mobile Web Approach
When
to
use
each
solu?on
Is
it
easy
to
implement
responsive
design?
Dynamic
Your
content
is
irrelevant
to
the
user’s
loca=on?
Responsive
When
deciding
the
approach
you
are
going
to
take
you
need
to
analyse
your
content
and
your
traffic
and
use
the
diagram
on
the
leb
(or
a
similar
one)
to
decide
which
solu?on
do
you
need
to
use
Analyse
Same
mobile
&
desktop
Content?
No
No
No
Yes
Yes
Yes

25. Videos
Redirects
Errors
Desktop
site
Inters==als
Google’s warnings regarding mobile
In
June
2013,
Google
issued
some
new
Guidelines
for
mobile-­‐op?mized
sites,
these
included
some
recommenda?ons
to
avoid
common
errors,
including:
Using
videos
that
don’t
play
on
mobile
devices
Faulty
redirects
(redirec?ng
mobile
visitors
to
the
wrong
page
on
your
mobile
site)
Pages
that
deliver
404
(page
unavailable)
errors
to
mobile
visitors
Linking
to
a
PC
site
when
the
same
content
is
available
on
a
mobile
site
Gree?ng
visitors
with
a
download-­‐our-­‐app
inters??al
ads.

27. http://about.me/truchado
Twitter: @TruchadoSEO
Email: jose@truchado.com
LinkedIn:
http://uk.linkedin.com/in/josetruchado/
Collaborations;
Linkdex SEO Now 2014
http://www.linkdex.com/resources/r/seo-
now-2014-ebook/
State of Digital Friday Commentary:
http://www.stateofdigital.com/digital-
marketing-teams/
Find me in
Thank you