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

© Searchmetrics. All rights reserved. Do not distribute without permission. @marcustober

Getting Mobile FriendlyTo Survive The Next Mobilegeddon

Marcus ToberMobile


Made with love in Berlin

180 passionate people

Innovator in SEO Software & moresince 2005

San MateoNew York

LondonParis


Our secret sauce is our software



Game over…


DISRUPTION OF TECHNOLOGY

MobileDesktop

LaptopTablet

WORK ENTERTAINMENT ALWAYS



Let‘s go back in time!



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


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


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


Average Position Change of URLs

-0,21+0,20

not mobile-friendly mobile-friendly


“#Mobilegeddon Loser“


DomainMobile/Desktop Ratio

04/26/2015mobile

friendly

Mobile/Desktop Ratio

September 2015mobile

friendly

boxofficemojo.com - 64% NO

Mobilegeddon Loser US – developments


-64%

Mobile

Update

-67%

User Experience



04/26/2015mobile

friendly



friendly

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

dict.cc - 44% NO



-44%-67%



04/26/2015mobile

friendly



friendly


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

reddit.com - 36% NO



April 2015

?


SAME URL ≠

Mobile

Desktop

Rankings

…1……2……3……4…

…5……6……7……8……9…

…10…


September 2015: still not mobile-friendly

But:


MOBILE SEPARATE URL =

MobileDesktop

Rankings

…1……2……3……4…

…5……6……7……8……9…

…10…


-36%

Mobile

Update


Mobile

Update

MOBILE SEPARATE URL



04/26/2015mobile

friendly



friendly



reddit.com - 36% NO - <1% NO m.reddit.com

last.fm - 31% NO



-31%


April 2015

Not mobile-friendly

September 2015

mobile-friendly

last.fm



04/26/2015mobile

friendly



friendly




last.fm - 31% NO - 1% YES RECOVERED

songlyrics.com - 47% NO



-47%



04/26/2015mobile

friendly



friendly




last.fm - 31% NO - 1% YES RECOVERED

songlyrics.com - 47% NO + 4% YES RECOVERED



April 2015


April 2015


September 2015

+10%

- 8%

- 2%



Mobile vs. DesktopRANKING FACTORS

2015MOBILE

Mobile Desktop≠


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


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


MOBILE


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



MOBILE

ØDesktop = 2.500

ØMobile = 1.500


LINKS?

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


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



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



MOBILE

ØDesktop = 132

ØMobile = 86


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



MOBILE

ØDesktop = ~22,000

ØMobile = ~16,700


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



MOBILE


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


𝜌𝑀𝑜𝑏𝑖𝑙𝑒 = −0.04

MOBILE

ØDesktop = 76%

ØMobile = 62%


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



MOBILE

ØDesktop = 1.140

ØMobile = 812


# 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



MOBILE

ØDesktop = 8

ØMobile = 5



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



MOBILE

ØDesktop = 78%

ØMobile = 75%


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



MOBILE

ØDesktop = 49%

ØMobile = 46%


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

Basis: Searchmetrics Suite – Feature: „Content Optimization“


Keyword Device Distribution


Example for Keyword Device Distribution


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


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


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


In a nutshellRANKING FACTORS

2015MOBILE

≠Fewer words

mobile-friendly?

Fewer links

Loads faster

Bigger fonts


>> searchmetrics.com/mobile2015 <<

Download

Internet

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