Search on Mobile - Mobile Copenhagen 2012

Search on Mobile
John Arne Sæterås
Twitter: @jonarnes
Head of innovation at Mobiletech

Setting the scene

How big is mobile
search today?

Depending on the source,
search from mobile devices will
surpass desktop search
between
2014 and 2016

Desktop search
declines for the first
time ever!

http://news.cnet.com/8301-1023_3-57530726-93/as-mobile-rises-desktop-search-declines-for-the-ﬁrst-time/

Almost 50% use search on mobile daily
(Desktop search is about 70%)

http://www.ﬂickr.com/photos/leehaywood/4287913840/sizes/l/in/photostream/

Nearly 50% of olympics-related
searches came from mobile devices
http://googlemobileads.blogspot.no/2012/08/going-for-mobile-gold-10x-increase-in.html

1st, Where is the volume?

Google: 97%

2nd, What is the volume?

Google serve ∼100 bill. searches per month

About 30% come from mobile devices
Depending on
source. Ranges
from 15 to 30

3rd, What are people searching for?
Searched"for"restaurants/pubs"

Searched"for"jobs"

Searched"for"a"ﬂat/house"
Sweden"
Searched"for"travel/holidays"
Norway"
General"search" Denmark"

Purchased"a"product/service"

Product"search"

0" 20" 40" 60" 80"

http://www.thinkwithgoogle.com/

Paid Search

Organic Search

Paid Search
• Text Ads
• Click-to-download
• Click-to-call
• Location
• Offers
• Ratings
• Mobile Ad Sitelinks

Organic Search

Opportunity

http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012

SEO
for mobile
= Tell google about your stuff
= provide meta data
= semantic
= common sense

“Standard SEO” still apply!

HTTP/1.1 200 OK
Date: Mon, 22 Oct 2012 11:19:59 GMT
Server: Apache

What You see
Vary: Accept-Encoding,Cookie
Last-Modified: Mon, 22 Oct 2012 10:59:40 GMT
ETag: "2708-4cca3c002ff00"
Accept-Ranges: bytes
Content-Length: 9992
Cache-Control: max-age=2380, public, must-revalidate, proxy-revalidate
Expires: Mon, 22 Oct 2012 11:59:40 GMT

What Google see
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onclick="location.href='http://mpulp.mobi/2012/09/yep-bigger-screen-less-content-hey-what/';"> <header><div class="post-date"><span class="post-day">18</span> <span class="post-month">Sep</span> <span
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article><article><div class="item" onclick="location.href='http://mpulp.mobi/2012/09/change-ux-too-not-only-ui/';"> <header><div class="post-date"><span class="post-day">16</span> <span class="post-month">Sep</
span> <span class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/09/change-ux-too-not-only-ui/" title="Permalink to Change UX too, not only UI" rel="bookmark">Change UX too,
not only UI</a></h1> </header><div class="entry-content clearfix"> <img width="150" height="150" src="http://mpulp.mobi/wp-content/uploads/2012/09/gotofullweb-150x150.png?9d7bd4" class="attachment-thumbnail wp-
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onclick="location.href='http://mpulp.mobi/2012/08/my-new-desktop-wallpaper/';"> <header><div class="post-date"><span class="post-day">09</span> <span class="post-month">Aug</span> <span class="post-year">2012</
span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/08/my-new-desktop-wallpaper/" title="Permalink to My new desktop wallpaper" rel="bookmark">My new desktop wallpaper</a></h1> </header><div
class="entry-content clearfix"> <img width="150" height="150" src="http://mpulp.mobi/wp-content/uploads/2012/08/s_l16_49479140-150x150.jpg?9d7bd4" class="attachment-thumbnail wp-post-image" alt="London Olympics
Opening Ceremony" title="London Olympics Opening Ceremony" /></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-links">Posted in</span> <a
href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a>, <a href="http://mpulp.mobi/category/stuff/" title="View all posts in
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onclick="location.href='http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/';"> <header><div class="post-date"><span class="post-day">23</span> <span class="post-month">Mar</span> <span
class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/" title="Permalink to Responsive Web Design is bad for the user"
rel="bookmark">Responsive Web Design is bad for the user</a></h1> </header><div class="entry-content clearfix"> <img class="attachment-thumbnail wp-post-image" src="http://src.sencha.io/280/http://mpulp.mobi/wp-
content/uploads/2012/03/02-650x4871.png"/><p>I have been reading the excellent article by @brad_frost a couple of times and reflecting… Even if I may represent the “mobile old timers” who still
know how to write WML, I am 100% in on RWD, html5 and all that buzz (unlike some others). It is bound to happen and it is good for mobile. However, [...]</p><p class="mreadmore clearfix"><a href="http://
mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/">Read more →</a></p></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-
links">Posted in</span> <a href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a>, <a href="http://mpulp.mobi/category/stuff/"
title="View all posts in stuff" rel="category tag">stuff</a> </span> <span class="meta-sep">|</span> <span class="tag-links"> <span class="entry-utility-prep entry-utility-prep-tag-links">Tagged</span> <a
href="http://mpulp.mobi/tag/mobile-web/" rel="tag">mobile web</a> <a href="http://mpulp.mobi/tag/rwd/" rel="tag">RWD</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><a href="http://
mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/#comments" title="Comment on Responsive Web Design is bad for the user"><span class="dsq-postid" rel="3922 http://mpulp.mobi/?p=3922">1 Comment</
span></a></span></div></div> </article><article><div class="item" onclick="location.href='http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/';"> <header><div class="post-date"><span
class="post-day">12</span> <span class="post-month">Mar</span> <span class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/"
title="Permalink to Most popular mobile web browser by country" rel="bookmark">Most popular mobile web browser by country</a></h1> </header><div class="entry-content clearfix"> <img class="attachment-thumbnail
wp-post-image" src="http://src.sencha.io/280/http://mpulp.mobi/wp-content/uploads/2012/03/mobilebrowser-500x255.png"/><p>Opera, I guess means Opera Mini. Together with UCBrowser, proxy browsers basically rule
the world over all. Webkit in western market tho,… From Browserrank.com</p><p class="mreadmore clearfix"><a href="http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/">Read more →</

Google recommends...

• Create a “Responsive site”
• Create a separate mobile site
• Create one site to serve all devices

Rule number one:
Give Your Users a
Mobile Friendly Site!

Sitemap
Google support both a mobile site map, for feature
phones, and device agnostic site map, for RWD sites.
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:xhtml="http://www.w3.org/1999/xhtml">
<url>
<loc>http://www.example.com/page-1/</loc>
<xhtml:link
rel="alternate"
media="only screen and (max-width: 640px)"
href="http://m.example.com/page-1" />
</url>
</urlset>
Manage this in Google
Webmaster tools

Sitemap
For feature phones:
<?xml version="1.0" encoding="UTF-8" ?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:mobile="http://www.google.com/schemas/sitemap-mobile/
1.0">
<url>
<loc>http://mobile.example.com/article100.html</loc>
<mobile:mobile/>
</url>
</urlset>

Avoiding duplicate content
On Desktop page:
<link rel="alternate"
media="only screen and (max-width: 640px)"
href="http://m.example.com/page-1" >

or:
<link rel="alternate"
media="handheld"
href="http://m.example.com/page-1" >

Avoiding duplicate content
On mobile page:

<link rel="canonical"
href="http://www.example.com/page-1" >

Register on Google Places

>30% of mobile
googling has a local
intent

Rich snippets
• Reviews
• People
• Products
• Businesses and
organizations
• Recipes
• Events
• Music

Rich snippets
<div
class="location
vcard">

<span
class="fn
org">

Shakespeare's
Pub

</span>

<div
class="adr">
Adding more meta-

<div
class="street-‐
data address">

314
East
6th
Street

</div>

<div
class="locality">

Austin,
TX
78701

</div>

</div>
</div>

Page speed
Mobile searchers are focused and impatient

71% of mobile users expect page to load as
fast or faster than desktop sites Source: Compuware/Gomez

Speed is considered when ranking a
given site http://googlewebmastercentral.blogspot.no/2010/04/using-site-speed-in-web-search-ranking.html

Long term: SEO
Short term: Paid Search

Build your landing
pages on your own site

Don’t think of mobile
as a separate thing,
it’s the only thing ;)

Your site must be
Mobile Friendly!

Thx
Link to slides
John Arne Sæterås
Twitter: @jonarnes
Head of innovation at Mobiletech
to be tweeted.

Search on Mobile - Mobile Copenhagen 2012

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