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Presentation from SES NY, 2012, by Avi Wilensky of Promediacorp, discussing UX, responsive web design and overall mobile SEO best practices and trends.
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New York | March 19–23
Driving Mobile Traffic: SEO
Avi Wilensky CEO/Founder Promediacorp 637 W. 27th St. 8th Floor New York, NY 10001
New York | March 19–23, 2012 | #sesny
About Promediacorp:
• SEO/SEM agency located in Chelsea, NYC
• Launched first online marke>ng campaign in 1995
• First SES in 2005
• Current clients include Sony Music, MTV, McGraw-‐Hill, Bluefly, & More.
• Amazon Web Services provider, member SEMPO, SEOmoz Recommended Company
• Launched Statdash.com in 2011, 1000+ members
Your logo here @aviw
New York | March 19–23, 2012 | #sesny
WHAT IS MOBILE SEO?:
• No standard defini>on, or even consensus that it exists
• Depends on who you ask
• If Mobile > Desktop, shouldn't it just be called SEO vs Desktop SEO?
• Goal: UX up, bounce rate down
• Focus on site architecture and consolida>on of link equity
Your logo here @aviw
* Goal: UX up, bounce rate down
New York | March 19–23, 2012 | #sesny
BAD UX = RETURN BACK TO SERPS
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* Goal: UX up, bounce rate down
Duration < 1 sec
New York | March 19–23, 2012 | #sesny
TARGET BY USER AGENT OR SCREEN RESOLUTION?
• Which makes more sense?
• Easier to target by device on legacy / exis>ng pladorms
• Requires the subdomain vs. subfolder vs. TLD debate
• Subdomain is usually easiest to implement, but SE’s see them as 2 separate sites, which may divide your link equity
• Mobile specific pages subject to transcoding (new tag to resolve it <link rel="alternate" media="handheld" href="alternate_page.htm”/> ) hgp://bit.ly/FPTWkG
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New York | March 19–23, 2012 | #sesny
EXAMPLE: MOBILE OPTIMIZED USER EXPERIENCE • People.com redirects tablet users to present a beger user experience for faster page flipping
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* Goal: UX up, bounce rate down
New York | March 19–23, 2012 | #sesny
ENHANCED UX FOR MAN HANDS: • Fat Thumb Syndrome – design differently by padding 3D bugons, don’t require zoom to read
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* Goal: UX up, bounce rate down
New York | March 19–23, 2012 | #sesny
EXAMPLE: MOBILE FALLBACK • Nike built an iPad version to workaround their flash site
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* Goal: UX up, bounce rate down
Nike’s tablet site Nike’s homepage text view
New York | March 19–23, 2012 | #sesny
RESPONSIVE WEB DESIGN:
• Device agnosac; uses the media query in CSS3 to detect the display size -‐ layout renders as a result of screen real estate available.
• Ability to detect portrait and landscape mode, and render layout appropriately.
• Trick is using ems or % of available height/width instead of using pixels
• Ethan Marcoge coined the term Responsive Web Design (RWD) in his ar>cle in A List Apart. hgp://bit.ly/FWCMgy
• Mobile centric approach, as a form of graceful degradaaon
Your logo here @aviw
New York | March 19–23, 2012 | #sesny
RESPONSIVE WEB DESIGN:
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Pros: Cons:
Single URL = maximum link equity Tricky to implement on existing sites
No server side redirection = faster Need to design with multiple screen sizes and orientations in mind
Fewer URL = more crawl budget No IE8 Support / Older FF
One HTML page = less maintenance More calls = slower page load (start @ 320 reduces asset load)
Support web enabled TV’s too
Lacks support for common ad sizes
New York | March 19–23, 2012 | #sesny
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DIVIDING LINK EQUITY:
New York | March 19–23, 2012 | #sesny
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Desktop Tablet Handheld EXAMPLE SITE: PROMEDIACORP.COM/LANDING
New York | March 19–23, 2012 | #sesny
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Google: One URL With Special Stylesheet Is Easy Mobile SEO 2/20/12
http://bit.ly/FQFd4T
Bing Takes Clear Stance On Mobile SEO: One URL 3/27/12
http://bit.ly/FQ1OBg
WHAT DO THE ENGINES PREFER:
New York | March 19–23, 2012 | #sesny
NEW GOOGLE-‐MOBILE BOT:
• New smartphone Google-‐mobile bot looks at smart vs. feature phones, not by device type
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* Goal: UX up, bounce rate down
Feat
ure
Phon
es:
Smar
t Pho
nes:
New York | March 19–23, 2012 | #sesny
NEW GOOGLE-‐MOBILE BOT:
• New Googlebot improves UX by displaying the des>na>on URL in the SERPs – decreases latency by avoiding mobile redirects.
Your logo here @aviw
* Goal: UX up, bounce rate down
New York | March 19–23, 2012 | #sesny
EVERYONE LOVES A GOOD TOOL:
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* Goal: UX up, bounce rate down
Adobe Shadow *NEW http://adobe.ly/FSB40l
GoMoMeter http://bit.ly/FS8q2m
Phone Simulator http://bit.ly/FRI12O
User Agent Switcher http://bit.ly/FRCXPt
Tiny Fluid Grid http://bit.ly/FQ5QLC
Initializr http://bit.ly/wv3vDi
Less Framework http://bit.ly/FRwLqR
320 and Up http://bit.ly/FQbwGi
WURFL http://bit.ly/FQ81P3
New York | March 19–23, 2012 | #sesny
KEY TAKEAWAYS:
• Use a single URL unless you plan on targe>ng specific devices, or have budget / resource constraints
• Start with a mobile-‐centric approach, and work outward
• UX is key – know your audience
• Leverage exis>ng frameworks to help get started with RWD
Your logo here @aviw