getting mobile friendly to survive the next mobilegeddon by marcus tober
TRANSCRIPT
#SMX #22c @MarcusTober
Ge#ng Mobile Friendly To Survive The Next Mobilegeddon
MARCUS TOBER Mobile
New York 11/29/2015
#SMX #22c @MarcusTober
Founder and CTO of Searchmetrics
In love with SEO and search since 2001
Study of computer science in Berlin, so I‘m the techie!
MARCUS TOBER
#SMX #22c @MarcusTober
Made with love in Berlin
180 passionate people
Innovator in SEO SoQware & more since 2005
San Mateo New York London Paris
#SMX #22c @MarcusTober
DISRUPTION OF TECHNOLOGY
Mobile Desktop Laptop Tablet
WORK ENTERTAINMENT ALWAYS
#SMX #22c @MarcusTober
71%
68%
29%
32%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
After
Before
mobile-friendly
not mobile-friendly
*Basis: Searchmetrics Research Cloud SERPs 1-3
Share of Mobile-‐Friendly URLs
Mobilegeddon, April 21st, 2015
#SMX #22c @MarcusTober
Share of not Mobile-‐Friendly URLs
27%
26%
36%
30%
29%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
SERP 3
SERP 2
SERP 1
Before After
#SMX #22c @MarcusTober
Share of Mobile-‐Friendly URLs
64%
66%
68%
70%
72%
74%
76%
78%
80%
82%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
POST Mobilegeddon PRE Mobilegeddon
RANKING FACTORS
2015
𝜌↓𝑃𝑂𝑆𝑇 =0.00
𝜌↓𝑃𝑅𝐸 =0.01
MOBILE
#SMX #22c @MarcusTober
Average Posi]on Change of URLs
-‐0,21 +0,20
not mobile-friendly mobile-friendly
#SMX #22c @MarcusTober
Domain Mobile/Desktop Ratio 04/26/2015
mobile friendly
Mobile/Desktop Ratio September 2015
mobile friendly
boxofficemojo.com - 64% NO
Mobilegeddon Loser US – developments
#SMX #22c @MarcusTober
Domain Mobile/Desktop Ratio 04/26/2015
mobile friendly
Mobile/Desktop Ratio September 2015
mobile friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO
Mobilegeddon Loser US – developments
#SMX #22c @MarcusTober
Domain Mobile/Desktop Ratio 04/26/2015
mobile friendly
Mobile/Desktop Ratio September 2015
mobile friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO
Mobilegeddon Loser US – developments
#SMX #22c @MarcusTober
Domain Mobile/Desktop Ratio 04/26/2015
mobile friendly
Mobile/Desktop Ratio September 2015
mobile friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO - <1% NO m.reddit.com
last.fm - 31% NO
Mobilegeddon Loser US – developments
#SMX #22c @MarcusTober
Domain Mobile/Desktop Ratio 04/26/2015
mobile friendly
Mobile/Desktop Ratio September 2015
mobile friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO - <1% NO m.reddit.com
last.fm - 31% NO - 1% YES RECOVERED
songlyrics.com - 47% NO
Mobilegeddon Loser US – developments
#SMX #22c @MarcusTober
Domain Mobile/Desktop Ratio 04/26/2015
mobile friendly
Mobile/Desktop Ratio September 2015
mobile friendly
boxofficemojo.com - 64% NO - 67% NO LOSER
dict.cc - 44% NO - 64% NO LOSER
reddit.com - 36% NO - <1% NO m.reddit.com
last.fm - 31% NO - 1% YES RECOVERED
songlyrics.com - 47% NO + 4% YES RECOVERED
Mobilegeddon Loser US – developments
#SMX #22c @MarcusTober
Correla]on vs Averages 𝜌↓2014 =0.00
𝜌↓2015 =0.00
Ø = 96%
Ø = 20%
Share / Co
unt o
f…
Ranking
#SMX #22c @MarcusTober
Responsive Design
0%
5%
10%
15%
20%
25%
30%
35%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
RANKING FACTORS
2015 MOBILE
#SMX #22c @MarcusTober
Presence of Unordered Lists
35%
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
𝜌_𝐷𝑒𝑠𝑘𝑡𝑜𝑝=0.07
RANKING FACTORS
2015
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.08
MOBILE
#SMX #22c @MarcusTober
Number of Interac]ve Elements
0
50
100
150
200
250
300
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
RANKING FACTORS
2015 Menus, Bu_ons, etc.
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.10
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.08
MOBILE
#SMX #22c @MarcusTober
Number of Backlinks
0
2000
4000
6000
8000
10000
12000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.28
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.11
MOBILE
ØDesktop = 2.350
ØMobile = 1.500
#SMX #22c @MarcusTober
h_ps
0%
5%
10%
15%
20%
25%
30%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile Desktop
𝜌_𝐷𝑒𝑠𝑘𝑡𝑜𝑝=0.05
RANKING FACTORS
2015
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =−0.03
MOBILE
#SMX #22c @MarcusTober
Number of Internal Links
0
20
40
60
80
100
120
140
160
180
200
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.09
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.03
MOBILE
ØDesktop = 132
ØMobile = 86
#SMX #22c @MarcusTober
Filesize
0
5000
10000
15000
20000
25000
30000
35000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop Mobile 2014
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.15
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.09
MOBILE
ØDesktop = ~22,000
ØMobile = ~16,700
#SMX #22c @MarcusTober
Sitespeed
0.95
1.00
1.05
1.10
1.15
1.20
1.25
1.30
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.04
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.08
MOBILE
#SMX #22c @MarcusTober
Keyword in Title
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile PRE-Mobilegeddon Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.00
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =−0.04
MOBILE
ØDesktop = 76%
ØMobile = 62%
#SMX #22c @MarcusTober
Word Count
0
200
400
600
800
1,000
1,200
1,400
1,600
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile PRE-Mobilegeddon Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.07
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.02
MOBILE
ØDesktop = 1.140
ØMobile = 812
#SMX #22c @MarcusTober
# Keywords in Body
0
2
4
6
8
10
12
14
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Mobile PRE-Mobilegeddon Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.07
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.02
MOBILE
ØDesktop = 8
ØMobile = 5
#SMX #22c @MarcusTober
Proof Terms
40%
45%
50%
55%
60%
65%
70%
75%
80%
85%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.03
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.01
MOBILE
ØDesktop = 78%
ØMobile = 75%
#SMX #22c @MarcusTober
Relevant Terms
0%
10%
20%
30%
40%
50%
60%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Mobile Desktop
RANKING FACTORS
2015
𝜌↓𝐷𝑒𝑠𝑘𝑡𝑜𝑝 =0.15
𝜌↓𝑀𝑜𝑏𝑖𝑙𝑒 =0.09
MOBILE
ØDesktop = 49%
ØMobile = 46%
#SMX #22c @MarcusTober
Seman]c Content Op]miza]on It is all about the consumer intent and not keywords anymore
Basis: Searchmetrics Suite – Feature: „Content Op]miza]on“
#SMX #22c @MarcusTober
Redirect
0%
5%
10%
15%
20%
25%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
POST Mobilegeddon PRE Mobilegeddon
RANKING FACTORS
2015
𝜌↓𝑃𝑂𝑆𝑇 =−0.04
𝜌↓𝑃𝑅𝐸 =−0.07
MOBILE
#SMX #22c @MarcusTober
Ø Font Size En]re Page
12.00
12.50
13.00
13.50
14.00
14.50
15.00
15.50
16.00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
POST Mobilegeddon PRE Mobilegeddon Desktop
RANKING FACTORS
2015
𝜌↓𝑃𝑂𝑆𝑇 =0.03
𝜌↓𝑃𝑅𝐸 =0.02
MOBILE
#SMX #22c @MarcusTober
Has Flash
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
POST Mobilegeddon PRE Mobilegeddon Mobile 2014 Desktop 2015
RANKING FACTORS
2015 MOBILE
#SMX #22c @MarcusTober
Why MOBILEGEDDON?
LOADING…
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum. Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets
Faulty redirects Slow websites Inters99als Not responsive Too many links
#SMX #22c @MarcusTober
In a nutshell RANKING FACTORS
2015 MOBILE
≠ Fewer words
mobile-friendly?
Fewer links
Loads faster
Bigger fonts
#SMX #22c @MarcusTober
Inside story RANKING FACTORS
2015 MOBILE
User Experience
…like a hoverboard on water