Maryna Hradovich - Mobile SEO: How to Dominate The New Search Landscape

MARYNA HRADOVICH @realMarynah @SEMrush
Mobile SEO: How to Dominate
the New Search Landscape

Why mobile SEO?
Based on the analysis of the top 10,000 keywords, SEMrush.

72
% 68
%
68
% 64
%
62
%
62
% 56
% 52
% 48
%
42
%
39
%
FOOD &
BEVERAG
E
HEALTH SPORTS NEWS &
MEDIA
LIFESTYLE
S
AUTOMOTIV
E
RETAIL TRAVEL
(NON-MAPS)
REAL
ESTATE /
PROPERTY
ENTERTAIN-
MENT
BANKING
Share of online searches initiated on a mobile device, by industry
(recent Hitwise report)
Why mobile SEO?

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Why mobile SEO?
Share of mobile transactions vs. mobile-friendly sites

Google’s Mobile-friendly Updates Timeline:
Google starts expanding use of mobile-friendliness
as a ranking signal
April, 2015
Google announced that its mobile index
will become the primary index
October,
2016
Start of the Google interstitials mobile penalty
January,
2017
Why mobile SEO?

Step 1:
Optimize for Mobile-First Index

Step 1: Optimize for Mobile-first Index
Separate mobile URLs and URLs using dynamic serving can contain
much less content than desktop counterparts:
Source: G-Squared Interactive LLC
Desktop URL
with full content
Mobile URL
with less content

With the Mobile-first index,
Google will use the mobile URL for ranking purposes
Desktop URL rankings
impacted by mobile URL
Mobile URL
will be used for rankings

Source: Eric, Enge, Stone Temple
Main Issues
Your Crawl Path May Be Broken
Key Content May Be Missing From Your Pages
Missing Structured Markup on Mobile Pages
Missing or Mis-implemented SEO Tags

Case study: Travel Blog Desktop vs. Mobile Site
Basic data

Length of crawl path

Other site issues —
• No category navigation
— this is why the crawl depth is 217 clicks
• Most mobile pages have two canonicals
• Blog comments each have their own URLs
• No structured markup on the mobile pages

Desktop vs. Mobile Site

Desktop vs. Mobile Site: Sephora (5K pages crawled)

Top mobile site errors: Sephora (5K pages crawled)

Top mobile site warnings: Sephora (5K pages crawled)

Bluett Bros. Violins
Desktop agent:
Mobile agent:

Responsive Sites

Mobile site content and Meta tags

Rel-annotations
Two separate sets of code. One for mobile. One for desktop.
Use bidirectional link annotations to indicate the relationship
between the two URLs for search engines.
Desktop
(www.yoururl.com)
Mobile (m.yoururl.com)
rel=”alternate”
rel=”canonical”

Structured Data testing

Use Mobile User Agent and Check Pages

Check Mobile Visibility

Step 2:
AMPlify your Web Pages

Step 2: AMPlify your Web Pages
Amazon:
EVERY 0.1 SECOND INCREASE IN LOAD
TIME DECREASES SALES BY 1%
Walmart:
EVERY 1 SECOND DECREASE IN LOAD
TIME INCREASES CONVERSIONS BY 2%
Shopzilla:
REDUCING AVG LOAD TIME FROM 6 TO 1.2
SECONDS INCREASED SALES BY UP TO
12%

53% OF MOBILE VISITORS
LEAVE A SITE IF THE PAGE TAKES
LONGER THAN 3 SECONDS TO LOAD
70% OF MOBILE WEBSITE PAGES
TAKE MORE THAN 7 SECONDS TO
FULLY LOAD

61% OF MOBILE USERS
ARE UNLIKELY TO RETURN TO A
MOBILE SITE THEY HAD TROUBLE
ACCESSING
40% VISIT A COMPETITOR’S SITE
INSTEAD!

AMP in mobile SERPS

Regular Mobile Responsive
version:
Accelerated Mobile Page
version:

MEDIAN LOAD TIME
OF AMP PAGES IS
0.7 SECONDS
VERSUS 22 SECONDS
FOR NON-AMP PAGES
Source: Rudy Galfi, Google's AMP product manager

“When we look at fresh content alone,
AMP results account for twice as much traffic as non-AMP
results.”
— JOHN SHEHATA, VP OF SEO, CONDE NAST
Stats: Average rankings Stats: Average CTRs
6.4 1.6
6.4 1.7
6.4 2.0
Non-AMP
Mobile Pages
AMP
Pages
5.8% 9.2%
5.9% 10.3%
4.9% 6.1%
Non-AMP
Mobile Pages
AMP
Pages

https://www.ampproject.org/case-studies/washingtonpost/
Case study: How AMP helped the Washington Post
1000
+
articles the
Washington Post
publishes in
AMP HTML daily
88%
improvement in
load time for
AMP content
versus traditional
mobile web
23%
increase in
mobile search
users who return
within 7 days

50%
increase in
impressions
3X
faster page load
time
100K
AMP page
visits daily
https://www.ampproject.org/case-studies/washingtonpost/
Case study: How AMP helped Gizmodo

Case study: How AMP helped CampMor
Before AMP With AMP
Fast load
90 KB
0.62s
Higher
page rank
AMP badge
No
AMP badge
Slow load
1300 KB
25.4s

9% INCREASE IN SERP POSITION
Case study: How AMP helped CampMor
Since launching the AMP website, CampMor experienced:
43% INCREASE IN SEARCH
RESULTS CTR
21% DECREASE IN BOUNCE RATE

80% OF SEO
PROFESSIONALS
SURVEYED BELIEVE AMP
WOULD HAVE A
SIGNIFICANT (40%)
OR MODERATE (40%)
PowerSuite study results
385 SEO professionals in North America and Europe

Fortune 500, using AMP (SEMrush research)
Domain AMP %
disney.com 8.2
westernunion.com 4.02
lennar.com 0.06
metlife.com 2.86

Install an AMP WordPress plugin:

Test and Validate

Step 3:
Use Structured Data

Step 3: Use Structured Data

Percentage of SERPs
that have any
SERP Features: 92.43%
(March 13 –April 12, 2017)

Mobile Page

AMP Schema

Organization Schema

Website Schema

Local Business Schema

Structured Data Testing

Search Console

Step 4:
Optimize for Voice Search

Step 4: Optimize for voice search
MANY FIRMS ARE
ESTIMATING
THAT 30% TO MORE THAN
50% OF ALL SEARCHES
WILL BE VOICE SEARCHES
IN THE NEXT THREE
YEARSSource: fieldguide.gizmodo.com/how-to-find-and-delete-everything-youve-ever-said-to-go-1735377826

U.S. smartphone users who use mobile personal assistants
72
%
59
%
39
%
38
%
18-29
30-43
44-53
54+

Data shows a 61% year-over-year increase in question phrases
Source: https://searchenginewatch.com/sew/how-to/2383498/how-will-voice-search-impact-a-search-marketers-world
Wher
e
Why HowWho What When
0%
100%
Total
135%
7%
79% 75%
40%
81%
61%

THE AVERAGE QUERY
LENGTH
FOR TEXT IS 3.2 WORDS
THE AVERAGE QUERY
LENGTH
FOR VOICE SEARCH IS 4.2
WORDS

(i) Optimize for intent

What / WhoInterested
Ready to act
How
When
Where

What is a
deep tissue massage?
Where can I get a
deep tissue massage?
How much does a
deep tissue massage
cost?
For a spa specializing in deep tissue massage,
the relevant questions people ask may include:

(ii) Optimize for instant answers

When users make voice searches, they want “direct answers.”

Featured Snippet

43.3% OF VOICE
QUERIES
HAVE FEATURED
SNIPPETS
VS. 40.6% FOR TEXT
QUERIES

Rank of Featured Snippets
www.semrush.com/blog/how-to-earn-your-featured-snippets/

How to get a Featured Snippet?
• Cover the topic in detail
• Use numbered or un-numbered lists
• Use a strong, relevant image near the answer
• Provide both the question and the answer
on the same page

Regular vs. WH (What, Why, How) keywords, Featured Snippet
www.semrush.com/blog/how-to-earn-your-featured-snippets/

(iii) Make sure location is correct

88% OF CONSUMERS WHO
DO A LOCAL SEARCH CALL
OR VISIT
THAT BUSINESS WITHIN 24
40% OF ALL MOBILE
SEARCHES
HAVE LOCAL INTENT

41% OF VOICE
SEARCHES ARE
LOOKING FOR
DIRECTIONS

Name, address, phone number, description and categories should
be consistent across all major directories, maps and apps

1. Make sure your website is ready
for mobile indexing
2. Implement AMP
3. Use Structured Data
4. Optimize for Voice Search
Conclusion

WIIF

bit.ly/DSPHILLY2017
for a 14-Day Free Trial of SEMrush GURU
Thank you!
Maryna Hradovich
Vice President, Strategic Growth and Development
@realMarynah

Maryna Hradovich - Mobile SEO: How to Dominate The New Search Landscape

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