The document discusses how mobile search has evolved over time. It notes that mobile usage has grown tremendously compared to desktop usage. Features of mobile devices like cameras, location awareness, and notifications have enhanced their capabilities beyond just browsing. Search engines have also adapted by prioritizing mobile-friendly sites, speeding up page loads, integrating apps and mobile-first designs. The landscape continues shifting with implicit signals from devices and the rise of intelligent personal assistants.
6. And sure enough, in 2016...
Mobile has become
the preferred way
to browse the web.
10. We used to talk about mobile being used “on the go”, and
desktop for “work” and “home”.
Now we recognize that mobile is used in all different
environments and contexts, and often simultaneously with
other devices.
11. We used to talk about whether you needed an
app, and how it was differentiated from your
web content.
Now we talk about app indexation.
12. We used to talk about whether you needed an
app, and how it was differentiated from your
web content.
Now we talk about app indexation.
13. We used to talk about how to prevent showrooming.
...that ship has sailed.
38. Google also announced a
5%increase
in the number of mobile-friendly websites,
within the 2 months between their
announcement about the update and
“Mobilegeddon”. Source
39. First step: make sure your site passes the basic mobile-
friendliness tests.
• Mobile Friendly Testing Tool
• Search Console Reports
• Separate tab on the Pagespeed Insights tool
Tool Tip: use URL Profiler to check URLs in bulk.
TAKE ACTION
49. First step: decide whether AMP is relevant to you.
You should use AMP if:
• Google News is an important traffic source for you
• You make a lot of content, particularly editorial content
• You want wider distribution of your content
• You have a high proportion of mobile traffic
TAKE ACTION
64. If you don’t have an app, you may not need one. Ask
yourself:
Would my app...
• Add convenience?
• Offer unique value?
• Provide social value?
• Offer incentives?
• Entertain?
TAKE ACTION
65. First step:
If you do have an app, make sure it supports http:// (web)
links.
And check out my blog post about how to set up an app for
indexation by Google.
TAKE ACTION
66. Must-have
Avoid pitfalls
Recommended
Support deep-linking
Use web URLs for app views where possible
Register the app in your Search Console
Allow appropriate URLs in robots.txt
Ensure first click free in the app
Add markup to pages or sitemaps
Use app indexing API to:
Index personal user content
Add meta information to app views
Enable activities such as voice actions
Expose popularity of app views to Google
Checklist for Android app indexing
67. Watch this space
Avoid pitfalls
Must-have
Support Universal Links
Add your domain(s) to associated-domains in app
Add URLs handled by the app to apple-app-site-association on domain
Use web URLs for app views where possible
Add GoogleAppIndexing registration to your app
Ensure first click free in the app
Enable the back button
Watch out for Google announcing an iOS app indexing API
Enables indexing of personal content
Allows usage information to be sent to Google
Adds meta information
Checklist for iOS app indexing (Google)
Back in 2013, this was the big question people were asking.
Back in 2013, this was the big question people were asking.
We didn’t really know what mobile was about back then, although we were starting to get an idea.
Back then, I was telling people to have a mobile-friendly website - because a lot of people didn’t think they needed one.
More importantly, I was telling people that mobile wasn’t a separate thing, requiring a separate strategy - it was just another way that people were accessing the web, and we needed to support that just as we would a new type of browser.
Acknowledge that they may not believe this. Not immediately credible.
..and this shift over the past few years has impacted how we talk about mobile in the search industry.
Do you even need a mobile friendly site? Shouldn’t it have less content than the desktop version? It’s basically a stripped back version of desktop.
Mobile first - the key thing here is that this is about a shift in process mindset.
Because ultimately we don’t control user behavior. All we can do is decide how we respond to it.
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Locate the client logo.
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Drag the blue corners (not the black crop box!) to resize.
http://www.businessinsider.com.au/global-smartphone-market-forecast-vendor-platform-growth-2015-6
CLEANER GRAPH?
Alongside this, the technology has been improving at a mindboggling rate.
In 2015, 52% of UK internet users chose a mobile device (smartphone or tablet) as their “most important device for accessing the internet”. (33% smartphone, 19% tablet)
http://media.ofcom.org.uk/news/2015/cmr-uk-2015/
In 2015, 52% of UK internet users chose a mobile device (smartphone or table) as their “most important device for accessing the internet”. (33% smartphone, 19% tablet)
http://media.ofcom.org.uk/news/2015/cmr-uk-2015/
Ben Evans, an analyst for Andreessen Horowitz, one of the top VC firms in the world, said..
Is there an example of this process?
Explicitly cover structure for this section
Use phrase: “what I want to talk about now” instead of an intro phrase.
Explicitly cover structure for this section
Use phrase: “what I want to talk about now” instead of an intro phrase.
Note that all of these are about user experience but also avoiding making Google look bad.
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http://drewdrewthis.com/123go/wp-content/uploads/drewdrewthisdotcom-mobilegeddon-1080x675.jpg
FT good counter example
Sites included Reddit, NBC Sports, US Census Bureau http://en.motionpoint.com/blog/mobilegeddon-fallout-international-sites-see-impact-from-googles-mobile-fri
http://media.ofcom.org.uk/news/2015/cmr-uk-2015/
http://moovweb.com/blog/mobile-friendly-sites-dominate-google-search-results/
Two months after Mobilegeddon.
1000 top ecommerce keywords in variety of industries.
We found that 83% of the time, the top result is tagged as mobile-friendly by Google.
81% of the time the top 3 results are mobile-friendly. And when you consider all ten of the spots on Google’s first page,
77% of the top 10 search results are “mobile-friendly.”
They will also be boosting the effects of this beginning in May.
Sites which are already mobile-friendly will not be impacted.
Explicitly cover structure for this section
Use phrase: “what I want to talk about now” instead of an intro phrase.
Who does have problems that can be solved by speed? Google. Native apps, Apple News stand, Facebook instant articles, all have been designed to give a fast experience. Google needs to compete, but unlike these companies it doesn’t own a closed ecosystem. It was to work with everyone.
janky transition
Explicitly cover structure for this section
Use phrase: “what I want to talk about now” instead of an intro phrase.
NOTES ON SLIDE USE:
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http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
Where are we sending people
http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
Where are we sending people
The new “Google it” looks more like, we can search anywhere, on multiple devices, and get information exactly when we need it. As Tom discussed earlier, Google has a focus on pulling information into cards and making sure that they work on multiple devices. This is something we have seen coming for a while.
The year of the mobile is something we have been hearing about for a long time now
http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
Where are we sending people
http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
Where are we sending people
Explicitly cover structure for this section
Use phrase: “what I want to talk about now” instead of an intro phrase.
NOTES ON SLIDE USE:
As with the title slides, this comes in the four Distilled colours, plus dark grey.
NOTES ON SLIDE USE:
Internal strategy doc leaked to NYT - worried about other verticals like Apple
NOTES ON SLIDE USE:
Internal strategy doc leaked to NYT - worried about other verticals like Apple
Image credit Ash Kyd. App Indexation!
So they needed to find a way to integrate apps and app content into the web search experience:
NOTES ON SLIDE USE:
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Explicitly cover structure for this section
NOTES ON SLIDE USE:
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Source: https://www.ted.com/talks/sergey_brin_why_google_glass/transcript?language=en
But HOW?
Explicitly cover structure for this section
Should I move app streaming in here?
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More and more implicit signals, they have more on which to base results
Then user doesn’t need to input as many explicit signals because they’ve become accustomed to this.
Am I hungry? Am I tired? Have I just finished a workout?
What am I doing right now?
Google already know… :: click ::
walking, cycling or driving
restaurant search
Menus in restaurant
GPS: power/accuracy/indoors
- Bus stops
- Whackier one….
- What could prevent Google reading signs?
Expect this trend to continue…
- Implicit proportionally larger.
- Keyword’s are incomplete view.
Example of local restuarant.
Explicitly cover structure for this section
NOTES ON SLIDE USE:
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Makes more sense when framed this way
Nest acquisition, Driverless cars
Converging: Implicit Signals - Compound Queries - Mobile Capabilities - Data Driven Search
How does this work specifically? Search engine: restaurants near me; PA: restaurants near your pre-lunch meeting location.
It isn’t just Google…
Cortana
Now on Android
Coming to iOS
Month ago
More ‘Google Now’ esque - passive searches from implicit signals
‘Personal index’
6 weeks ago
“How many sleeps until Christmas?”
-‘We can rank for that’ -> ‘We can help with that’
-Competing against more than just the web.
-lots of searches will never make it as far as a web search
A website is just the interface into your business. Used to be a phone. An intelligent personal assistant could replace your website.
The whole funnel collapses into the search query.
Remember this?
And this is the technological advance that we’re currently adapting to.