34
New York | March 25–28 Site Architecture for Multiscreen Users Next-Generation Site Architecture Bryson Meunier Resolution Media Director, SEO Strategy #SESNY

Site Architecture for Multiscreen Users

Embed Size (px)

DESCRIPTION

Optimizing your site for the new generation of multiscreen Internet users.

Citation preview

Page 1: Site Architecture for Multiscreen Users

New York | March 25–28

Site Architecture for Multiscreen UsersNext-Generation Site Architecture

Bryson MeunierResolution MediaDirector, SEO Strategy

#SESNY

Page 2: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Site Architecture in the 1990s

@brysonmeunier

Page 3: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Site Architecture Today

@brysonmeunier

Page 4: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Multiscreen user is here.

Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

Page 5: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

RKG: 1 in 4 Google searches is mobile

@brysonmeunier

Page 6: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Mobile Internet Usage Doubling Every Year

@brysonmeunier

Page 7: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

7

Google: Mobile = 40% of Searches in India (2011)

@brysonmeunier

Page 8: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

• “Mobile search is definitely going to surpass desktop search. The lines will pass, and I think they’ll pass before anyone thought they would.”

– Scott B. Huffman, Google Engineering Director who leads the search evaluation team and works on mobile searchSource: http://www.nytimes.com/2011/04/25/technology/25mobile.html

@brysonmeunier

Google: Mobile Search will be bigger than Desktop

Page 9: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Source: http://www.biakelsey.com/company/press-releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp

@brysonmeunier

Kelsey Group: Mobile Search will be bigger than Desktop in 2015

Page 10: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Responsive web design: Same HTML & URLs, different layout

Dynamic serving: Same URLs, potentially different HTML through device detection

Dedicated mobile sites: Different URLs, Different HTML

3 Options for Mobile configuration (Per Google)

@brysonmeunier

Page 11: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

11

Source: http://www.stateofsearch.com/wp-content/uploads/2013/01/mobile-seo-site-architecture-flowchart.jpg

Popular wisdom about mobile configurations

@brysonmeunier

Page 12: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

12

Doesn’t Google prefer Responsive Web Design?

@brysonmeunier

Page 13: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

• “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.”

• “If responsive design is not the best option to serve your users, Google supports serving your content using different HTML. The different HTML can be on the same URL (a setup called dynamic serving) or on different URLs, and Googlebot can handle both setups appropriately if you follow our setup recommendations.”

Full details at https://developers.google.com/webmasters/smartphone-sites/

Yes, if it’s the right solution for the user

@brysonmeunier

Page 14: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

“Googlebot can handle both setups appropriately if you follow our setup recommendations.”

Google On Mobile URLs and Dynamic Serving

@brysonmeunier

Page 15: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Google On Mobile URLs and Dynamic Serving

@brysonmeunier

Page 16: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Is responsive web design best for your users?

@brysonmeunier

Page 17: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

1. Mobile users well-served by current IA?

@brysonmeunier

Page 18: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

1. Mobile users well-served by current IA?

@brysonmeunier

Page 19: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

1. Mobile users well-served by current IA?

@brysonmeunier

Page 20: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

1. Mobile users well-served by current IA?

@brysonmeunier

Page 21: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

2. Mobile users use same keywords as desktop?

@brysonmeunier

Page 22: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

2. Mobile users use same keywords as desktop?

@brysonmeunier

Page 23: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

2. Mobile users use same keywords as desktop?

@brysonmeunier

Page 24: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

3. Mobile-only features won’t help users?

@brysonmeunier

Page 25: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

3. Mobile-only features won’t help users?

@brysonmeunier

Page 26: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

4. Audience uses smartphones?

@brysonmeunier

=158 million visitors and 98 billion pageviews from feature phone users in Opera alone in December 2012

Source: http://business.opera.com/smw/2012/12/

Page 27: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

5. Speed not important to conversions?

@brysonmeunier

Page 28: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

“You can’t escape this fact. A responsive website tuned to perform the best it can would not be as fast as a dedicated

mdot site tuned equally well. Or more realistically, an average

responsive website would always be slower than an

average mdot site.”Guy Podjarny, Akamai Chief

Product Architect

Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there-i-said-it/

5. Speed not important to conversions?

@brysonmeunier

Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there-i-said-it/

Page 29: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Responsive is No Silver Bullet for SEO Success

@brysonmeunier

Page 30: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

• URL serves the same contents (HTML, CSS, Javascript, an image) to all devices

JavaScript-Adaptive

• Different HTML via server

Combined Detection

• Same HTML but JS is dynamically served with <script> based on user agent

Dynamically-Served

What about JavaScript?

@brysonmeunier

Use Vary HTTP Header

Source: https://developers.google.com/webmasters/smartphone-sites/javascript

Page 32: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Use Vary HTTP Header with Dynamic Serving

32

For information on Akamai issues visit http://www.rimmkaufman.com/blog/vary-user-agent/30112012/

@brysonmeunier

Page 33: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Do Not Block Googlebot Mobile or Otherwise!

33

For 25 more visit brysonmeunier.com/mobile-seo-best-practices

@brysonmeunier

Page 34: Site Architecture for Multiscreen Users

New York| March 25–28, 2013 | #SESNY

Bryson Meunier

Director, SEO Strategy

Resolution Media

[email protected]

http://www.brysonmeunier.com

http://www.resolutionmedia.com

@brysonmeunier

+Bryson Meunier

Scan to visit m.brysonmeunier.com

Thank you!

@brysonmeunier