Mobile SEO & Preparing for Mobilegeddon

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Jeff Riddall

Director Product

Strategy

gShift

Mobile SEO

Safeguarding Against

Google’s New Mobile Update

Jeff Riddall

Director of Product Strategy

gShift

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• Director of Product Strategy

• 15 years of Web marketing

experience

• 5 years with gShift

• Blogger

• Social Media Addict

• Recently Retired Hockey Dad

About Me

@Jriddall

jeff.riddall@gshiftlabs.com

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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 data-driven

decision making.

White-labeled reporting interface

capabilities for Agencies.

All your SEO, Social and Content

Marketing analytics in one place.

About gShift - @gShiftLabs

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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

Agenda

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“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.”

April 21, 2015

- Google

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• 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.

What to Expect…and So Far…

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Think about:

• Mobile SEO

• Mobile Content Marketing

• Differences in discoverability.

• Understanding the differences through data.

• Service opportunities for digital agencies.

• Competitive opportunities for brands.

What does this mean for SEO?

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Industry Trends

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GSM Association, Oct 7, 2014

7.2 billion people and

devices

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2015 Experimentation

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DIGITAL

MARKETING

TACTICS

BEING DONE

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SEO IS

INTEGRATED

WITH

EVERYTHING

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“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

What is SEO?

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Mobile SEO Survey Results

• 293 digital marketers

• March 25th to April 2nd

• Retail, travel, automotive, B2B and B2C

• 65% of participants were senior-level

decision makers

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Source: gShift

2015

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gShiftLabs.com on a Blackberry

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Source: gShift

2015

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Source: gShift

2015

6,000 websites between April 2014 and January

2015

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78%

22%

Source: gShift

2015

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Source: gShift

2015

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Source: gShift

2015

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• 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!

Mobile Optimized Content Marketing

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Is your content discoverable from a mobile device?

Is your content usable on a mobile device?

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56%

44%

Source: gShift

2015

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Software & Mobile Data

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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.

Mobile Usability

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Google Webmaster Tools

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Moral of the story: Use Google Webmaster Tools!

Integrated with gShift

Google Webmaster Tools Warnings

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• 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.

Fixing Usability Issues

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• 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.

Mobile Rank Data

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• Google Mobile Rank

Data

• Comparative

Reporting

• Important to get a

Benchmark Now!

• Mobile Analytics –

Mobile vs. Desktop vs.

Tablet

Mobile Data in gShift

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Benchmark your

Keywords & Content for

Mobile SEO

All mobile SEO resources:

www.gshiftlabs.com/resources/mob

ile-seo

Q & A

Q & A Time!