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SMX 2017 SEO for Google's Mobile-First Index by Nick Wilsdon

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Presentation by Nick Wilsdon, focusing on several areas of opportunity that have been impacted by Google's Mobile-First approach, with use case studies. Work in these areas will generate visibility, sales and conversion in an increasingly mobile-first world.

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SMX 2017 SEO for Google's Mobile-First Index by Nick Wilsdon

  1. 1. #SMX #11A @NickWilsdon SEO for Google’s Mobile-First Index 4 Ways Mobile- First Is Impacting Vodafone
  2. 2. #SMX #11A @NickWilsdon § 18 years in SEO § Led agency departments within Havas and Dentsu § Managing the global SEO program at Vodafone since 2014 § 22 markets and 63 partner markets § Commercial and Enterprise Why should you listen to me?
  3. 3. #SMX #11A @NickWilsdon § Opportunity to gain visibility within desktop and mobile results § HubSpot found CTR increased by over 114% for pages with featured snippet § Study of 850,000 results, 19% now had featured snippets § Google preparing for voice search and AI first Winning featured snippets
  4. 4. #SMX #11A @NickWilsdon Essential reading on featured snippets
  5. 5. #SMX #11A @NickWilsdon Improving local search data § 4/5 consumers conduct local searches § Looking for business hours (54%) and addresses (50%) § Hard to determine who owns local search within a business § Essential to manage the local data layer for voice and AI-first search
  6. 6. #SMX #11A @NickWilsdon Why should you listen to me? Resulted in +30% increase in impressions for the store listing
  7. 7. #SMX #11A @NickWilsdon Local data optimisation works § Huge maintenance issue, software partners are essential § Local store schema (JSON-LD) can be added via the tag manager (GTM) to speed up process § Photography is important, especially 360° § Testing has shown increases of +136% for store visitsYoY
  8. 8. #SMX #11A @NickWilsdon Dynamic links or deep deferred links
  9. 9. #SMX #11A @NickWilsdon Dynamic links improve user journeys § Focusing on terms that relate to app functionality, i.e. MyVodafone, top up or online recharge § Reducing need for expensive PPC campaigns to push app downloads and engagement § Placing dynamic links into existing user journeys, to reduce friction
  10. 10. #SMX #11A @NickWilsdon +27% MobileTraffic Taking advantage of AMP
  11. 11. #SMX #11A @NickWilsdon § Performance program is important – AMP is no silver bullet! § Best-practice needs to be installed through the business § HTTPS / HTTP/2 deployment § Comprehensive measurement, beyond the home-page and location/device specific While keeping the focus on performance
  12. 12. #SMX #11A @NickWilsdon Summary Winning the featured snippets Improving local store data Using dynamic links Taking advantage of AMP