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#IETraining
Jeff Riddall
Director Product
Strategy
gShift
Mobile SEO
Safeguarding Against
Google’s New Mobile Update
Jeff Riddall
Director of Product Strategy
gShift
#IETraining
• 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
#IETraining
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
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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
#IETraining
• 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!
