Mobile SEO
Google is Doing What?
This will change the ranking of your website in mobile device search results.
Effecting how much web traffic your website receives.
This is also a great opportunity to get ahead of the competition.
Unsure how this will effect you? Please read on...
Mobile Usage Is Big
More people are using mobile devices including tablets, to view websites
and make purchasing decisions.
Globally: Mobile is 30% of all internet activity
US: Mobile is 30% of all internet activity
India: Mobile usage is ~ 70%
Big Changes Ahead
Google said this is going to be a bigger Impact than Panda and Penguin on Mobile Search Results.
Global Roll Out
It’s going out globally, not regionally
Duration of Roll Out
is 1 Week
The update will roll out over 1 week
A quick change ahead – Best to prepare quickly
All Hands on Deck
What to look for?
Use Google Webmaster Tools to identify & fix key issues
Check Page Loads Times. Can they be improved?
Check Navigation, Buttons & Layouts on Mobile. User friendly?
Check Mobile Responsive Behaviour on Key Pages.
Attributes of Top Ranking
Mobile Sites
Average
Page Load Times for
URL’s Ranking in Mobile SERPs vs. Desktop SERPs.
Page Speed (on the left) measured in milliseconds on the left, is a major differentiator for the top 10 search engine result positions (right axis) Mobile requires a faster speed to rank higher compared to desktop. The first 7 results in the results page for mobile devices are under 1 Second load time.
The difference we are measuring is within milliseconds. Optimising images is often the first change.
What to do?
Start crawling your site for mobile issues
Using Google Webmaster Tools & other SEO Tools
Or request Brands on Digital to do so for you.
Identify Critical Pages
Identify Pages with an SEO risk
Understand which of your pages are exposed
(click down to see more actions)
Record & Set Measures
Start to Measure your Website Visibility
in Mobile Search Engine Results pages!
Also agree on the top level metrics for the best overview. (e.g search metrics Mobile SEO Visibility)
(click down to see more actions)
Prioritise The Workload
Issues with your money maker pages first
Page load times
Issues Google tells you about in their tools
Content pages with high value
Pages with Goal Metrics or Conversion measures
(click down to see more actions)
Quantify the risk
Can you work out the following statement? If so, you have the business case right there. Working this out is easier if you have set-up your analytics correctly already.
“We have X-$£€ at risk, the projected forecast needs
to be adjusted, unless…..”
Review your forecasts for conversions from mobile traffic, to factor in a potential change.
Best to do this before management question the change in mobile conversions.
If you have done nothing to make your site to be mobile optimised – get ready to have a negative impact on your conversion metrics. E.g. Number of purchases, downloads, sign-up’s etc….
Use this % change in your analytics for the business case of mobile website improvements.
(click down to see more actions)
Identify the Opportunity!
Identify and communicate the opportunity within your
organisation J
If your competitors are not optimised for mobile search engine results, then this is another way gain market share
& share of voice in a noisy online marketing environment
This really is an Opportunity!
Measure the Competition
A Drop in Mobile Visibility
Create a Reporting Plan
Measure Optimised Pages
Mobile Optimised Pages Vs. Non Optimised
Separate the pages that have been changed to be more mobile friendly in your analytics. To measure your efforts.
(Click down to see more recommendations)
Measure Different Page Speeds
Slow pages Vs. fast pages
This is not template-level data, it’s URL level data Varies based on size of images, number of server calls, etc.. Particularly seems different for
e-commerce sites.
(Click down to see more recommendations)
Measure Keywords Trends
Keyword ranking by URL
Which URL’s are ranking is the most vital! Start measuring the trend of this now. Often a couple of URLs are swapped out. You need to compare the past 6 months trend with post April 21st Data.
Top Ranking keywords Vs. Low
Know which keywords rank well vs. low
For fast reference and comparison.
Compare Brand Terms Vs Non Brand terms
Compare any other keyword groups which you are already tracking.
(Click down to see more recommendations)
Create a Quick Reporting Plan
Create a plan to QUICKLY report a summary on:
1 - Report on the pages mobile optimized Vs. not
2 - Flag winners vs. losers
3- Analyze the winners vs. lower segments for attribute differences. To improve lower performing segments.
Plan Ahead
Be smart about your calendar
Plan your resources ahead of the Mobile update (April the 21st 2015)
If not, at least set up the measurements to show management
the pain points that arise after the update.
Plan ahead to factor in project time to asses the changes required in:
Measurements, Analytics & Reporting
On-page development changes.
Plan Resources
Be smart about web development
Track Changes
Brands on Digital can track for you, the mobile visibility
of your own website, competitors and the Winners vs. Losers
in your industry
Monitor and Make Improvements
Use the resulting reports to make decisions about the URLs and relating keywords .
Given the changes in Mobile Search, It is now necessary to create a mobile strategy master-plan.
Brands on Digital www.brandsondigital.com can help you strategically map these changes and
implement them.
John Kennedy, Founding Director
Credit also goes to Searchmetrics for their shared data and knowledge of the upcoming mobile search engine changes.
Brands on Digital uses Searchmetrics in the management of SEO, for reporting and analytics. www.searchmetrics.com