[US] 2015 Mobile Ranking Factors and Google Mobile Update - Marcus Tober

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Getting Mobile FriendlyTo Survive The Next Mobilegeddon

Marcus ToberMobile

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Made with love in Berlin

180 passionate people

Innovator in SEO Software & moresince 2005

San MateoNew York

LondonParis

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Our secret sauce is our software

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Game over…

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DISRUPTION OF TECHNOLOGY

MobileDesktop

LaptopTablet

WORK ENTERTAINMENT ALWAYS

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Let‘s go back in time!

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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

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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

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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

𝜌𝑃𝑂𝑆𝑇 = 0.00

𝜌𝑃𝑅𝐸 = 0.01

MOBILE

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Average Position Change of URLs

-0,21+0,20

not mobile-friendly mobile-friendly

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“#Mobilegeddon Loser“

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DomainMobile/Desktop Ratio

04/26/2015mobile

friendly

Mobile/Desktop Ratio

September 2015mobile

friendly

boxofficemojo.com - 64% NO

Mobilegeddon Loser US – developments

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-64%

Mobile

Update

-67%

User Experience

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DomainMobile/Desktop Ratio

04/26/2015mobile

friendly

Mobile/Desktop Ratio

September 2015mobile

friendly

boxofficemojo.com - 64% NO - 67% NO LOSER

dict.cc - 44% NO

Mobilegeddon Loser US – developments

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-44%-67%

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DomainMobile/Desktop Ratio

04/26/2015mobile

friendly

Mobile/Desktop Ratio

September 2015mobile

friendly

boxofficemojo.com - 64% NO - 67% NO LOSER

dict.cc - 44% NO - 64% NO LOSER

reddit.com - 36% NO

Mobilegeddon Loser US – developments

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April 2015

?

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SAME URL ≠

Mobile

Desktop

Rankings

…1……2……3……4…

…5……6……7……8……9…

…10…

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September 2015: still not mobile-friendly

But:

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MOBILE SEPARATE URL =

MobileDesktop

Rankings

…1……2……3……4…

…5……6……7……8……9…

…10…

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-36%

Mobile

Update

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Mobile

Update

MOBILE SEPARATE URL

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DomainMobile/Desktop Ratio

04/26/2015mobile

friendly

Mobile/Desktop Ratio

September 2015mobile

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

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-31%

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April 2015

Not mobile-friendly

September 2015

mobile-friendly

last.fm

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DomainMobile/Desktop Ratio

04/26/2015mobile

friendly

Mobile/Desktop Ratio

September 2015mobile

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

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-47%

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DomainMobile/Desktop Ratio

04/26/2015mobile

friendly

Mobile/Desktop Ratio

September 2015mobile

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

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April 2015

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April 2015

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September 2015

+10%

- 8%

- 2%

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Mobile vs. DesktopRANKING FACTORS

2015MOBILE

Mobile Desktop≠

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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

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.08

MOBILE

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Number of Interactive 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

2015Menus, Buttons, etc.

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.10

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.08

MOBILE

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Number of Backlinks

0

2000

4000

6000

8000

10000

12000

14000

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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.28

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.11

MOBILE

ØDesktop = 2.500

ØMobile = 1.500

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LINKS?

Where we‘re going, we don‘t need LINKS.

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https

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

RANKING FACTORS

2015

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = −0.03

MOBILE

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.05

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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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.09

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.03

MOBILE

ØDesktop = 132

ØMobile = 86

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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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.15

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.09

MOBILE

ØDesktop = ~22,000

ØMobile = ~16,700

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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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.04

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.08

MOBILE

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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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.00

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = −0.04

MOBILE

ØDesktop = 76%

ØMobile = 62%

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Word Count

0

200

400

600

800

1.000

1.200

1.400

1.600

1.800

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 2015 PRE-Mobilegeddon Desktop 2015 Mobile 2014

RANKING FACTORS

2015

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.07

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.02

MOBILE

ØDesktop = 1.140

ØMobile = 812

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# 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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.07

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.02

MOBILE

ØDesktop = 8

ØMobile = 5

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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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.03

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.01

MOBILE

ØDesktop = 78%

ØMobile = 75%

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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

𝜌𝐷𝑒𝑠𝑘𝑡𝑜𝑝 = 0.15

𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = 0.09

MOBILE

ØDesktop = 49%

ØMobile = 46%

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Semantic Content OptimizationIt is all about the consumer intent and not keywords anymore

Basis: Searchmetrics Suite – Feature: „Content Optimization“

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Keyword Device Distribution

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Example for Keyword Device Distribution

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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

𝜌𝑃𝑂𝑆𝑇 = −0.04

𝜌𝑃𝑅𝐸 = −0.07

MOBILE

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Ø Font Size Entire 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

𝜌𝑃𝑂𝑆𝑇 = 0.03

𝜌𝑃𝑅𝐸 = 0.02

MOBILE

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Why MOBILEGEDDON?

LOADING…

Lorem Ipsum is simply dummy textof the printing and typesettingindustry. Lorem Ipsum has beenthe industry's standard dummy textever since the 1500s, when anunknown printer took a galley oftype and scrambled it to make atype specimen book. It hassurvived not only five centuries, butalso the leap into electronictypesetting, remaining essentiallyunchanged. It was popularised inthe 1960s with the release ofLetraset sheets containing LoremIpsum passages, and more recentlywith desktop publishing softwarelike Aldus PageMaker includingversions of Lorem Ipsum. LoremIpsum is simply dummy text of theprinting and typesetting industry.Lorem Ipsum has been theindustry's standard dummy textever since the 1500s, when anunknown printer took a galley oftype and scrambled it to make atype specimen book. It hassurvived not only five centuries, butalso the leap into electronictypesetting, remaining essentiallyunchanged. It was popularised inthe 1960s with the release ofLetraset sheets

Faulty redirects Slow websites Interstitials Not responsive Too many links

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In a nutshellRANKING FACTORS

2015MOBILE

≠Fewer words

mobile-friendly?

Fewer links

Loads faster

Bigger fonts

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