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A brief jaunt down memory lane
2000-2012:
total internet usage
vs mobile data usage
12x
Source
2013’s big question:
“What should my mobile
strategy be?”
What does this mean for mobile search?
And sure enough,
in 2016...
And sure enough, in 2016...
Mobile has become
the preferred way
to browse the web.
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
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.
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.
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.
We used to talk about how to prevent showrooming.
...that ship has sailed.
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
welcome to...
The Changing Landscape of
Mobile Search
Bridget Randolph
Proof: the story from the stats. Ben Evans.
It wasn’t always like this.
2015
2020
It’s because
this happened
2008
Source
now,
52%
of UK internet users say that
mobile is their primary way to access the web.
up from only
24%
in 2013.
Ben Evans, 2015
“It’s actually the PC that has the
limited, basic, cut-down version of
the internet...it only has the web.”
It can take
photos
It knows
where it
isIt can take
photos
It knows
where it
is
It knows who
your friends are
It can take
photos
It knows
if you are
walking,
running,
etc
It knows
where it
is
It knows who
your friends are
It can take
photos
It
interacts
with the
world
(beacons,
pay, NFC)
It’s personal,
signed-in, and
taken
everywhere
It
interacts
with the
world
(beacons,
pay, NFC)
It’s personal,
signed-in, and
taken
everywhere
It
interacts
with the
world
(beacons,
pay, NFC)
It has
notifications
It’s personal,
signed-in, and
taken
everywhere
It
interacts
with the
world
(beacons,
pay, NFC)
User
Behaviour
Technological
Advances
Ranking
Factors
(Google)
Search
Marketing
The
Adaption
Waterfall
User
Behaviour
Technological
Advances
Ranking
Factors
(Google)
Search
Marketing
Better
UX
The
Adaption
Waterfall
4 key shifts
Mobile
Friendliness
as a Ranking
Factor
Site Speed
and
Page Load
Times
App
Integration
with Web
Search
Mobile First
Design of
SERPs
#1
Mobile
Friendliness
as a
Ranking
Factor
Site Speed
and
Page Load
Times
App
Integration
with Web
Search
Mobile First
Design of
SERPs
Mobile Friendliness
(we have to do something about poorly optimized mobile experiences)
Google now provides all sorts of tools in Search Console and elsewhere to test mobile friendliness.
Some sites lost as much as
35%
of top 3 rankings
within the first month after the update.
Source
2 months on,
81%+
of the top 3 results
are mobile friendly.
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
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
Mobile
Friendliness
as a Ranking
Factor
Site Speed
and
Page Load
Times
App
Integration
with Web
Search
Mobile First
Design of
SERPs
#2
Mobile Site Speed and Page Load Times
(we have to do something about on-page user experience)
Facebook
Facebook
Instant Articles
Apple
Apple
Newsstand
Native Apps
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
AMP is a set of rules
for developing webpages
which guarantees speed
and forces distribution.
It’s basically skeleton HTML
which allows the page to...
a) load really quickly
b)be cached by Google
and served directly
in the SERP
www.wsj.com/article-headline www.wsj.com/amp/article-headline
https://amp.gstatic.com/v/s/www.
wsj.com/amp/article-headline
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
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
Mobile
Friendliness
as a Ranking
Factor
Site Speed
and
Page Load
Times
App
Integration
with Web
Search
Mobile First
Design of
SERPs
#3
Making Desktop Search
More Like Mobile Search
(we have to do something about consistency of experience)
“Card” style format
The old “Google”
The new “Google”
No more sidebar ads
First step(s):
- Account for it in your reporting and tracking
- Consider creating more top-of-funnel landing pages
TAKE ACTION
Mobile
Friendliness
as a Ranking
Factor
Site Speed
and
Page Load
Times
App
Integration
with Web
Search
Mobile First
Design of
SERPs
#4
App Integration
(we have to do something about “walled garden” app content)
Google needs to
integrate app content
with the rest of the web
(or they risk becoming irrelevant)
app indexation.
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
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
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
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
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)
Endgame?
So where’s this all
heading?
2 key search trends
specifically regarding mobile technology
Implicit
Query
Signals
Intelligent
Personal
Assistants
We’re moving towards a future of
“queryless search”
(and intelligent personal assistants and lots of other cool stuff)
“My vision when we started Google 15 years
ago was that eventually you wouldn't have
to have a search query at all.”
Sergey Brin,TED, 2013
Implicit
Query
Signals
Intelligent
Personal
Assistants
#1
Implicit Query Signals
(we want to anticipate your personal context)
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
• NBED - WEARABL
IMPLICIT SIGNALS: WEARABLES
IMPLICIT SIGNALS: MODE OF TRANSPORT
• NBED - PHYSICAL
IMPLICIT SIGNALS: HYPER-LOCAL (BEACONS)
IMPLICIT SIGNALS: READING SIGNS
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
First Step:
ask yourself which implicit signals could impact searchers
trying to find you?
TAKE ACTION
Implicit
Query
Signals
Intelligent
Personal
Assistants
#2
Intelligent Personal Assistants
(we want to anticipate your personal needs)
GOOGLE’S MISSION
Personal index
+ public index
+ app content
= a single interface for all searches
NOT JUST GOOGLE
MICROSOFT CORTANA
PROACTIVE SIRI
FACEBOOK ‘M’
AMAZON ECHO
First Step:
ask yourself how you can prepare to be the most useful
source from a personal assistant app’s point of view?
TAKE ACTION
User
Behaviour
Technological
Advances
Ranking
Factors
(Google)
Search
Marketing
Source
Tim Allen, 2015
“We used to talk about whether or not we
were in the year of mobile…
but we are actually in
the Age of Mobile.”
The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016
www.distilled.net/searchscape
@BridgetRandolph
@Distilled

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The Changing Landscape of Mobile Search - LearnInbound Dublin - April 2016

Editor's Notes

  1. Back in 2013, this was the big question people were asking.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. Mobile first - the key thing here is that this is about a shift in process mindset.
  7. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  8. 77% of mobile searches are at work or home.
  9. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/ Web app - explanation
  10. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/ Web app - explanation
  11. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  12. Because ultimately we don’t control user behavior. All we can do is decide how we respond to it.
  13. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  14. NOTES ON SLIDE USE: Right click on the logo placeholder and select “Replace image” Locate the client logo. You might need to tweak the size of the image if it falls outside of the allocated box area. To do this: Double click on image Drag the blue corners (not the black crop box!) to resize.
  15. 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.
  16. 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/
  17. 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/
  18. Ben Evans, an analyst for Andreessen Horowitz, one of the top VC firms in the world, said..
  19. Is there an example of this process?
  20. Explicitly cover structure for this section Use phrase: “what I want to talk about now” instead of an intro phrase.
  21. 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.
  22. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  23. http://drewdrewthis.com/123go/wp-content/uploads/drewdrewthisdotcom-mobilegeddon-1080x675.jpg FT good counter example
  24. 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/
  25. 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.”
  26. They will also be boosting the effects of this beginning in May. Sites which are already mobile-friendly will not be impacted.
  27. Explicitly cover structure for this section Use phrase: “what I want to talk about now” instead of an intro phrase.
  28. 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
  29. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  30. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  31. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  32. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  33. Explicitly cover structure for this section Use phrase: “what I want to talk about now” instead of an intro phrase.
  34. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  35. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/ Where are we sending people
  36. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/ Where are we sending people
  37. 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
  38. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/ Where are we sending people
  39. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/ Where are we sending people
  40. Explicitly cover structure for this section Use phrase: “what I want to talk about now” instead of an intro phrase.
  41. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  42. NOTES ON SLIDE USE: Internal strategy doc leaked to NYT - worried about other verticals like Apple
  43. NOTES ON SLIDE USE: Internal strategy doc leaked to NYT - worried about other verticals like Apple
  44. Image credit Ash Kyd. App Indexation! So they needed to find a way to integrate apps and app content into the web search experience:
  45. This is how our content used to look.
  46. This is how our content used to look.
  47. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  48. http://qz.com/47711/apple-iphone-samsung-and-the-next-billion-smartphones-sold/
  49. Or should this go in the next section?
  50. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  51. Explicitly cover structure for this section
  52. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  53. Source: https://www.ted.com/talks/sergey_brin_why_google_glass/transcript?language=en But HOW?
  54. Explicitly cover structure for this section Should I move app streaming in here?
  55. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  56. 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.
  57. Am I hungry? Am I tired? Have I just finished a workout? What am I doing right now? Google already know… :: click ::
  58. walking, cycling or driving restaurant search
  59. Menus in restaurant GPS: power/accuracy/indoors - Bus stops
  60. - Whackier one…. - What could prevent Google reading signs?
  61. Expect this trend to continue… - Implicit proportionally larger. - Keyword’s are incomplete view.
  62. Example of local restuarant.
  63. Explicitly cover structure for this section
  64. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  65. Makes more sense when framed this way Nest acquisition, Driverless cars Converging: Implicit Signals - Compound Queries - Mobile Capabilities - Data Driven Search
  66. How does this work specifically? Search engine: restaurants near me; PA: restaurants near your pre-lunch meeting location.
  67. It isn’t just Google…
  68. Cortana Now on Android Coming to iOS
  69. Month ago More ‘Google Now’ esque - passive searches from implicit signals ‘Personal index’
  70. 6 weeks ago
  71. “How many sleeps until Christmas?”
  72. -‘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.
  73. Remember this?
  74. And this is the technological advance that we’re currently adapting to.