Embed Size (px)
Citation preview
Justin Briggs (@JustinRBriggs)
-- Founder & CEO at Briggsby
-- Obsessed with search
-- Filmmaker
-- Portland
Say Hello: [email protected]
Get Slides:
Briggsby.com/searchfest-2016
There is a strategy gap in mobile search
Mobile-friendly & ASO…
Somewhere between 2001 SEO &
My touch targets aren’t big enough…
Opening your door isn’t a strategy
It’s hardly a tactic…
What about the future of mobile?
App Indexing, AMP, Personal Assistants, Voice, & Predictive
Let’s be serious,this stuff is great for some, but…
It’s just a distraction for many businesses
“However beautiful the strategy,You should occasionally look at results.”
-Winston Churchill
Let’s close this strategy gap
Search is mobile
0%
10%
20%
30%
40%
50%
60%
B2B Services Consumer E-Commerce Consumer Communities Small, Local Biz
Mobile Users by Site Type (Feb 2016)
Start thinking usage differences by segments(user and content)
Percentage of Mobile Searches by Keywords in Adwords via “Mobile Trends”
Most of us are still doing our job on a desktop
Strive to do better
Start using many different devices
Look at Top Operating Systemsin your web analytics
Consider device, OS, & screen size
Lost Traffic Due to Poor UX
Average Mobile Bounce Rate: 47%
Page Type Annual Traffic Bounce Rate Lost Traffic
Category Pages 1,035,927 56% 93,233
Article Pages 506,381 49% 10,127
Product Pages 490,600 68% 103,026
Store Pages 200,016 42% (N/A)
Lost Traffic = Annual Traffic * (Current Bounce Rate – Goal Bounce Rate)
Develop a culture of mobile
Always slice by device
Understanding “Mobile Moments”
A point in time & space when someone pulls out a mobile device to get what he or she
wants immediately, in context
I-want-to-knowmoments
• Research• Facts• Education• Second screen• How, why, & what• Video
I-want-to-gomoments
• Local• “Near me”• Planning trip• Where & when• Offline
I-want-to-domoments
• Planning• Tasks & actions• Problem solving• Product help• Video
I-want-to-buymoments
• Reviews• In-store• Price comparison• Product comparison• Research
Next Page Path Analysis (Homepage)
Page Type Desktop Mobile
Category Pages 40% 20%
Article Pages 15% 10%
Product Pages 35% 30%
Store Pages 10% 40%
Demonstrates differences in intent & goals
Find rank data by device type in GSC
Use VLOOKUP to do an apples-to-apples comparison
VLOOKUP Categorize Keywords
May not be meeting mobile intent on keywords with poor performance
Modify strategy to align content to mobile moments
Checklist content skews mobile
They often solve important mobile moments
“Which ingredients do I need to buy?”
“What should I pack for trip to London?”
“What gear do I need to camp in the cold?”
“What do I need to do when moving?”
Optimize “mobile moment” content for mobile usage
Checkbox makes “app like”
Strike & fade provides value add
Touch targets for mobile
Video micro-moments play a significantrole in mobile search
Searches related to “how-to” are up 70% year over year on YouTube
Around 50% of YouTube views are mobile
YouTube accounts for 18% of all mobile traffic data
YouTube average session length is now more than 40 minutes on mobile
Sessions often begin with a search, but most time is spent browsing
Thumbnails are key to keeping engagement high
Create consistent branded elements on thumbnails to keep viewers engaged
Increase the saturation 20%-30% to attract attention and clicks
Slightly over-sharpen thumbnails to improve visual experience on small thumbnails
Repeat text elements from the video title
Use faces and emotion to connect to users & entice clicks
Turning moments into dollars
Addressing “poor” conversion performance
Mobile users = desktop users
Web tracking is flawed
Average Page views for Desktop converting sessions
Average Session Duration for Desktop converting sessions
Source: https://www.youtube.com/watch?v=RAtEdWxARIU
Source: https://www.youtube.com/watch?v=RAtEdWxARIU
Percentage of Desktop conversions by new users
Users are researching & engaging on mobile first
Mobile often plays a supporting role in the customer journey
Improved desktop conversion rates may be due to declines in pageviews
Need a Universal User ID to connect
Incentivize login functionality
Also supports an offline conversion
Don’t just be usable, be excellent
You need to be really fast
https://www.briggsby.com/faster-mobile-websites
Send to your devs
Build a Business Case1. Crawl site (Screaming Frog or Deep Crawl)
2. Link web analytics (Inside Screaming Frog or VLOOKUP)
3. Plot Size & Response Time by bounce rate & conversion
4. Create line of best fit to define relationship
Add analytics to crawl
Every X KB increase = 1% increase in bounce rate
https://www.briggsby.com/mobile-design-principles
Turn this into a site audit & score card
Rethink how users engage with content on mobile
Source: https://www.briggsby.com/how-do-users-interact-with-serps-on-mobile-devices/
Many miss content near top and focus on just above “fold”
Source: http://www.lukew.com/ff/entry.asp?1946
What about apps vs. web?
Rich Experience vs. Reach
Source: ComScore
3.3
8.9
App Mobile Web
Monthly Unique Visitors (MM)
201.8
10.9
App Mobile Web
Average Monthly Minutes per Visitor
App retention is hardApp indexing is
tackling this
Significant drop off per step
Source: http://blog.gaborcselle.com/2012/10/every-step-costs-you-20-of-users.html
App indexing can shift this curve
