Mobile seo

Best practice mobile
search strategies
bit.ly/unibetcrossmedia

Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

About Nick

Nick Garner: Head of search Unibet

Working across all Unibet's 24 international
markets, specialising in
- SEO
- SMO (Social media optimisation)
- Refer a Friend
- PPC
- Online Public Relations (as a means of
influencing SEO and social media)


How Search Engines Work

Desktop Crawler

Mobile Crawler

Collect Info Desktop SERPS
80% Similar
Results
Mobile SERPS

Processed

Ranked


Mobile v Desktop


16 Differences: Mobile v Desktop
1. Local results Are More Likely In Mobile
2. Autocomplete Results Appear Before Results In Mobile App Search
3. Certain Queries Have Interactive Results In Mobile
4. Android Users Are Always Logged In
5. Positions Of Vertical Results Likely Different In Smartphone Results
6. Smartphone Results Have Different Filters
7. Blended Mobile Ranking Algorithm
8. Google Play or iTunes Results For Queries That Include “Download” Or “App”
9. CTR & Bounce Rate More Likely To Vary In Mobile
10. Knowledge Graph Nested Within Results In Mobile
11. Knowledge Graph Doesn’t Appear For Some Queries In Mobile
12. Mobile URLs Listed Per Skip Redirect
13. Mobile Instant Preview Allows You to Thumb Through Results Quickly
14. Smartphone Icons Indicate Smartphone Friendly Content
15. Google Now Provides Search Results With No Queries
16. Google Goggles Provides Entirely Different Results, Based On Visual Queries

Bryson Meunier: http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463


Results are much the same

Web Site

Desktop Google Mobile Google
SERP 1: site.com SERP 1: site.com

SERP 2 SERP 2

SERP 3 SERP 3

SERP 4 SERP 4

SERP 5 SERP 5

SERP 6 SERP 6

SERP 7 SERP 7

SERP 8 SERP 8

SERP 9 SERP 9

SERP 10 SERP 10

SERP = Search Engine Ranking Position


Similar On 'Non-Location' Phrases (I)


Similar On 'Non-Location' Phrases (II)

Nick Garne: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

Same results, Different Sites


Scenario 1

Desktop Search

Desktop SERP 1: site.com Desktop Site
Browser SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10


Scenario 2

Desktop Results

Mobile SERP 1: site.com Redirected To Mobile
Browser Site
SERP 2

SERP 3

SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10


Android 'Online Casino'


Ladbrokes
casino.ladbrokes.com/en > mobile.ladbrokes.com/lobby/casino


32Red
32red.com > touch.32red.com/w/touch/home?&bTag=DirectRequest


Spinpalace
spinpalace.co.uk > m.spinpalace.en


Gala Casino
galacasino.com > wap.galacasino.com/lobby


Looks Like Cloaking...


Cloaking
Cloaking refers to the practice of presenting different content or URLs to users
and search engines. Serving up different results based on user-agent may
cause your site to be perceived as deceptive and removed from the Google
index.

Some examples of cloaking include:
● Serving a page of HTML text to search engines, while showing a page of
images or Flash to users.
● Serving different content to search engines than to users.

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66355


What Does Matt Say?


'Cloaking'... Why Google?


Links
Links = Votes More Good Votes = Rankings

Desktop Mobile
SERP 1: site.com SERP 1: site.com

Internet Web Site SERP 2 SERP 2

SERP 3 SERP 3

SERP 4 SERP 4

SERP 5 SERP 5

SERP 6 SERP 6

SERP 7 SERP 7

SERP 8 SERP 8

SERP 9 SERP 9

SERP 10 SERP 10



More Links
Links = Votes More Good Votes = Rankings

Desktop Search

SERP 1: site.com

SERP 2
Web Site
www.site.com SERP 3
Internet
SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10



Few Links
Links = Votes Not Enough Good Votes =
Poor Rankings

Search Result

SERP 1:

SERP 2

SERP 3
Web Site
Internet m.site.com
SERP 4

SERP 5

SERP 6

SERP 7

SERP 8

SERP 9

SERP 10: m.site.com



What Does It All Mean?


Google Needs Solid Signals
Often on mobile there are not enough 'voting
signals' for Google to work off to get solid
results.

Users don't link to mobile sites, they link to the
main brand site.

Therefore Google ranks off 'desktop'.


Ranking For Mobile


How to Rank

● Link build to your main site!

● Follow 'traditional' Onsite SEO practices on
your main site!

Hang On To Your Rankings

Google will 'weight' mobile sites for mobile
search. Already:


How Google Likes It: First Choice
Responsive Design: Sites that serve all devices on the same set of URLs,
with each URL serving the same HTML to all devices and using just CSS to
change how the page is rendered on the device.

Desktop browser Mobile browser
www.site.com/apples www.site.com/apples

Lovely Apples Lovely Apples


How Google Likes It
Responsive Design


Second Choice
Sites that dynamically serve all devices on the same set of URLs, but each
URL serves different HTML (and CSS) depending on whether the user agent is
a desktop or a mobile device.

www.site.com/apples www.site.com/apples

Lovely Apples Lovely Oranges


3rd Choice
Sites that have separate mobile and desktop URLs.This is how so many money
making transactional sites work.

www.site.com/apples mobile.site.com/oranges

Lovely Apples Lovely Oranges


3rd Choice
Many sites that have separate mobile and desktop URLs...
Amazon
Google Desktop Query : https://www.google.co.uk/search?q=art+of+seo
Desktop SERP: http://www.amazon.co.uk/The-Art-Theory-Practice-OReilly/dp/0596518862
Mobile SERP: http://www.amazon.co.uk/gp/aw/d/0596518862

Ebay
Google Desktop Query : https://www.google.co.uk/search?q=ebay+buy+phone+battery
Desktop SERP: http://www.ebay.co.uk/sch/i.html?_nkw=lenovo+s205+battery
Mobile SERP: http://shop.mobileweb.ebay.co.uk/searchresults?cmd=SKW&kw=lenovo+s205+battery

Wikipedia
Google Desktop Query : https://www.google.co.uk/search?q=london
Desktop SERP: http://en.wikipedia.org/wiki/London
Mobile SERP: http://en.m.wikipedia.org/wiki/London


Finally...


Final Word

● Mobile SEO: It's desktop SEO, on mobile
● You can 'cloak' with mobile and still rank
● You have a 'free pass' for now...so take this
opportunity and get on with your mobile SEO
housekeeping


Nick Garner


Mobile seo

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