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A COMPLETE GUIDE TO MOBILE SEARCH Adam Whittles Kostas Voudouris #semrushlive

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@AdamWhittles linkedin.com/in/adamwhittles Adam Whittles SEO Director @ Maxus UK @kvonweb linkedin.com/in/kostasvoudouris Kostas Voudouris SEO Director @ MEC US Adam.Whittles@maxusglobal.com Kostas.Voudouris@mecglobal.com

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Time Spent per Adult per Day with Digital Media (US) 2008 - 2015YTD Internet Usage Growth +11% Y/Y = Mobile @ 3Hours/Day per User vs. <1 Five Years Ago Source: eMarketer 9/14 (2008-2010), eMarketer 4/15 (2011-2015). Note: Other connected devices include OTT and game consoles. Mobile includes smartphone and tablet. Usage includes both home and work. Ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking.

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 ”And at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.”   *Google Internal Data Source: http://adwords.blogspot.com/2015/05/building-for-next-moment.html

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Source: IMRG and Capgemini’s Quarterly Benchmark 2015 Mobile penetration up from 37% in the previous quarter 1 in 4 mobile commerce sales are now through smartphones Mobile accounts for 40% of all online retail sales

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Mobile SEO accounts for roughly 35% of all SEO traffic* *percentage calculated from a cross section of clients' analytics.

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Data provided by SearchMetrics from their 2014 US Google Ranking Factors Study 36% of mobile web search results vary from desktop, with 23% showing pages from completely different sites

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The Fold 7 8 9 7 8 9

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Googlebot Mobile Crawling Errors Changes in Mobile Rankings 2014 2013 2012 Mobile Results & Test Tool PageSpeed Insights Indexing Android Apps Mobile Usability 2015 Usability Warnings Mobile Search Queries Stats Warnings for Flash Sites Faulty Redirects 2011 Mobile-friendly Update Timeline of Google Mobile Events

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2015 Mobile-friendly Update April 21st 2015

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3 out of 4 of the top 4,000 websites are mobile-friendly Source of top websites: SEMrush Rank: http://www.semrush.com/info/rank.html Raw Data: http://ge.tt/9AB4mvE2/v/0

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7 Days After Mobilegeddon: How Far Did the Sky Fall? Source: https://moz.com/blog/day-after-mobilegeddon

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So What Happened? Gary Illyes (Web Trends Analyst @Google): “The term ‘mobilegeddon’, coined after it was suggested the effect of the mobile friendly would be bigger than Penguin and Panda combined, was misunderstood by the SEO community and press. To clarify, the size of the impact was bigger only in terms of number/volume of websites affected. However, the size of the impact per website was much smaller.”

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Source (modified): John Shehata, Executive Director of Search at ABC News Choosing a mobile setup

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Just because Google strongly recommends using responsive design doesn’t mean you should automatically choose responsive design for your site

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When responsive isn’t suitable: Disney.co.uk

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How much budget do you have? How much engineering/technical resource do you have available? Do users interact differently between your mobile and desktop sites? Do you need a fast website based on your target audience search behaviour? Is your content designed for sharing? Do you use a CDN to speed up content delivery? Does your content rely heavily on images or picture galleries? Questions to consider when deciding which mobile setup to use

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Source: BrightEdge

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Non-mobile friendly URL in mobile search. Desktop homepage is missing the rel=“alternate” tag

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Crawl your site using Googlebot’s mobile User Agent deepcrawl.com screamingfrog.co.uk

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Check your URL Errors with Google’s Search Console https://www.google.com/webmasters/tools/home

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Make your web pages fast on all devices. https://developers.google.com/speed/pagespeed/insights/ Check Speed and UX with Google

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Check your Mobile Usability in Google’s Search Console

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Google’s Mobile Friendly Test Check if Google considers your pages as “mobile-friendly” Get feedback for the pages that do not pass the test https://www.google.com/webmasters/tools/mobile-friendly/

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Get your Google Mobile Score from the Chrome Extension https://chrome.google.com/webstore/detail/mobile-friendly-checker/gmfflfmdcdecdonfogdofmomfhiabaeg Get the score (0-100) Google give to your site See how the different rules impact your score.

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Check more URLs with the Bulk Checker http://www.urlitor.com/mobile

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Mobile Rules Explained

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Fix quick issues to improve your score or pass the test You cannot turn your website into a mobile-friendly site in just a few minutes. However, if your site is on the borderline of passing the test, fixing an issue can potentially make your site “mobile-friendly” in the eyes of Google.

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Compare your Mobile vs. Desktop Ranked keywords with SEMrush:

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Check If the page that ranks on desktop is mobile-friendly or has a mobile-friendly version with one of the tools provided. Check if/how Google sees the mobile-friendly version of your page. The competition Ranking well on Desktop but not on Mobile?

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Data: SEMrush, Keyword: portal gun, Search Engine: Google US (08 Jun 2015). 12,100 monthly searches in Google US (Google Keyword Planner) Rankings for “portal gun” Desktop Vs. Mobile

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Q/A Time #semrushlive Adam.Whittles@maxusglobal.com Kostas.Voudouris@mecglobal.com

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Thank you! #semrushlive Adam.Whittles@maxusglobal.com Kostas.Voudouris@mecglobal.com