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John Arne Sæterås
Search on Mobile
John Arne Sæterås
Twitter: @jonarnes
Head of innovation at Mobiletech
Setting the scene
How big is mobile
search today?
Depending on the source,
search from mobile devices will
surpass desktop search
between
2014 and 2016
Desktop search
declines for the first
time ever!
http://news.cnet.com/8301-1023_3-57530726-93/as-mobile-rises-desktop-search-declines-for-the-first-time/
Almost 50% use search on mobile daily
(Desktop search is about 70%)
http://www.flickr.com/photos/leehaywood/4287913840/sizes/l/in/photostream/
Nearly 50% of olympics-related
searches came from mobile devices
http://googlemobileads.blogspot.no/2012/08/going-for-mobile-gold-10x-increase-in.html
1st, Where is the volume?
Google: 97%
2nd, What is the volume?
Google serve ∼100 bill. searches per month
About 30% come from mobile devices
Depending on
source. Ranges
from 15 to 30
3rd, What are people searching for?
Searched"for"restaurants/pubs"
Searched"for"jobs"
Searched"for"a"flat/house"
Sweden"
Searched"for"travel/holidays"
Norway"
General"search"
Denmark"
Purchased"a"product/service"
Product"search"
0"
20"
40"
60"
80"
http://www.thinkwithgoogle.com/
Research cycle
NEED
Paid Search
Organic Search
Rule number one:
Give Your Users a
Mobile Friendly Site!
Paid Search
•
•
•
•
•
•
•
Text Ads
Click-to-download
Click-to-call
Location
Offers
Ratings
Mobile Ad Sitelinks
Organic Search
Opportunity
http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
Site links
Call
Download apps
Paid Search
Organic Search
for mobile
SEO
= Tell google about your stuff
= provide meta data
= semantic
= common sense
HTTP/1.1 200 OK
Date: Mon, 22 Oct 2012 11:19:59 GMT
Server: Apache
Vary: Accept-Encoding,Cookie
Last-Modified: Mon, 22 Oct 2012 10:59:40 GMT
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What You see
What Google see
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{window.location.reload();}}},false);},false);</script></head><body class="home blog" id="bdy"><div id="wrapper"> <header><div id="header"><div><a href="http://mpulp.mobi" title="mpulp">mpulp</a> <span
class="blogdesc">Too long for twitter</span></div></div> </header><div id="container"> <nav><ul id="menu"><li class="cat-item cat-item-5"><a href="http://mpulp.mobi/category/stuff/" title="View all posts filed
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onclick="location.href='http://mpulp.mobi/2012/09/yep-bigger-screen-less-content-hey-what/';"> <header><div class="post-date"><span class="post-day">18</span> <span class="post-month">Sep</span> <span
class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/09/yep-bigger-screen-less-content-hey-what/" title="Permalink to Yep, Bigger screen = less content….hey, what?"
rel="bookmark">Yep, Bigger screen = less content….hey, what?</a></h1> </header><div class="entry-content clearfix"> <img width="150" height="133" src="http://mpulp.mobi/wp-content/uploads/2012/09/
bbccomment-150x133.png?9d7bd4" class="attachment-thumbnail wp-post-image" alt="bbccomment" title="bbccomment" /></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entryutility-prep-cat-links">Posted in</span> <a href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a> </span> <span class="metasep">|</span> <span class="tag-links"> <span class="entry-utility-prep entry-utility-prep-tag-links">Tagged</span> <a href="http://mpulp.mobi/tag/bbc/" rel="tag">bbc</a> <a href="http://mpulp.mobi/tag/mobilefirst/" rel="tag">mobile first</a> <a href="http://mpulp.mobi/tag/rwd/" rel="tag">RWD</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><span>Comments Off</span></span></div></div> </
article><article><div class="item" onclick="location.href='http://mpulp.mobi/2012/09/change-ux-too-not-only-ui/';"> <header><div class="post-date"><span class="post-day">16</span> <span class="post-month">Sep</
span> <span class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/09/change-ux-too-not-only-ui/" title="Permalink to Change UX too, not only UI" rel="bookmark">Change UX too,
not only UI</a></h1> </header><div class="entry-content clearfix"> <img width="150" height="150" src="http://mpulp.mobi/wp-content/uploads/2012/09/gotofullweb-150x150.png?9d7bd4" class="attachment-thumbnail wppost-image" alt="gotofullweb" title="gotofullweb" /></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-links">Posted in</span> <a href="http://
mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a> </span> <span class="meta-sep">|</span> <span class="tag-links"> <span class="entryutility-prep entry-utility-prep-tag-links">Tagged</span> <a href="http://mpulp.mobi/tag/mobile-first/" rel="tag">mobile first</a> <a href="http://mpulp.mobi/tag/mobile-web/" rel="tag">mobile web</a> <a
href="http://mpulp.mobi/tag/rwd/" rel="tag">RWD</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><span>Comments Off</span></span></div></div> </article><article><div class="item"
onclick="location.href='http://mpulp.mobi/2012/08/my-new-desktop-wallpaper/';"> <header><div class="post-date"><span class="post-day">09</span> <span class="post-month">Aug</span> <span class="post-year">2012</
span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/08/my-new-desktop-wallpaper/" title="Permalink to My new desktop wallpaper" rel="bookmark">My new desktop wallpaper</a></h1> </header><div
class="entry-content clearfix"> <img width="150" height="150" src="http://mpulp.mobi/wp-content/uploads/2012/08/s_l16_49479140-150x150.jpg?9d7bd4" class="attachment-thumbnail wp-post-image" alt="London Olympics
Opening Ceremony" title="London Olympics Opening Ceremony" /></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-cat-links">Posted in</span> <a
href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a>, <a href="http://mpulp.mobi/category/stuff/" title="View all posts in
stuff" rel="category tag">stuff</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><span>Comments Off</span></span></div></div> </article><article><div class="item"
onclick="location.href='http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/';"> <header><div class="post-date"><span class="post-day">23</span> <span class="post-month">Mar</span> <span
class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/" title="Permalink to Responsive Web Design is bad for the user"
rel="bookmark">Responsive Web Design is bad for the user</a></h1> </header><div class="entry-content clearfix"> <img class="attachment-thumbnail wp-post-image" src="http://src.sencha.io/280/http://mpulp.mobi/wpcontent/uploads/2012/03/02-650x4871.png"/><p>I have been reading the excellent article by @brad_frost a couple of times and reflecting… Even if I may represent the “mobile old timers” who still
know how to write WML, I am 100% in on RWD, html5 and all that buzz (unlike some others). It is bound to happen and it is good for mobile. However, [...]</p><p class="mreadmore clearfix"><a href="http://
mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/">Read more →</a></p></div><div class="entry-utility"> <span class="cat-links"> <span class="entry-utility-prep entry-utility-prep-catlinks">Posted in</span> <a href="http://mpulp.mobi/category/stuff/mobile-thoughts/" title="View all posts in mobile thoughts" rel="category tag">mobile thoughts</a>, <a href="http://mpulp.mobi/category/stuff/"
title="View all posts in stuff" rel="category tag">stuff</a> </span> <span class="meta-sep">|</span> <span class="tag-links"> <span class="entry-utility-prep entry-utility-prep-tag-links">Tagged</span> <a
href="http://mpulp.mobi/tag/mobile-web/" rel="tag">mobile web</a> <a href="http://mpulp.mobi/tag/rwd/" rel="tag">RWD</a> </span> <span class="meta-sep">|</span> <span class="comments-link"><a href="http://
mpulp.mobi/2012/03/responsive-web-design-is-bad-for-the-user/#comments" title="Comment on Responsive Web Design is bad for the user"><span class="dsq-postid" rel="3922 http://mpulp.mobi/?p=3922">1 Comment</
span></a></span></div></div> </article><article><div class="item" onclick="location.href='http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/';"> <header><div class="post-date"><span
class="post-day">12</span> <span class="post-month">Mar</span> <span class="post-year">2012</span></div><h1 class="entry-title"><a href="http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/"
title="Permalink to Most popular mobile web browser by country" rel="bookmark">Most popular mobile web browser by country</a></h1> </header><div class="entry-content clearfix"> <img class="attachment-thumbnail
wp-post-image" src="http://src.sencha.io/280/http://mpulp.mobi/wp-content/uploads/2012/03/mobilebrowser-500x255.png"/><p>Opera, I guess means Opera Mini. Together with UCBrowser, proxy browsers basically rule
the world over all. Webkit in western market tho,… From Browserrank.com</p><p class="mreadmore clearfix"><a href="http://mpulp.mobi/2012/03/most-popular-mobile-web-browser-by-country/">Read more →</
“Standard SEO” still apply!
Google recommends...
• Create a “Responsive site”
• Create a separate mobile site
• Create one site to serve all devices
Sitemap
Google support both a mobile site map, for feature
phones, and device agnostic site map, for RWD sites.
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:xhtml="http://www.w3.org/1999/xhtml">
<url>
<loc>http://www.example.com/page-1/</loc>
<xhtml:link
rel="alternate"
media="only screen and (max-width: 640px)"
href="http://m.example.com/page-1" />
</url>
</urlset>
Manage this in Google
Webmaster tools
Sitemap
For feature phones:
<?xml version="1.0" encoding="UTF-8" ?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:mobile="http://www.google.com/schemas/sitemap-mobile/
1.0">
<url>
<loc>http://mobile.example.com/article100.html</loc>
<mobile:mobile/>
</url>
</urlset>
Avoiding duplicate content
On Desktop page:
<link rel="alternate"
media="only screen and (max-width: 640px)"
href="http://m.example.com/page-1" >
or:
<link rel="alternate"
media="handheld"
href="http://m.example.com/page-1" >
Avoiding duplicate content
On mobile page:
<link rel="canonical"
href="http://www.example.com/page-1" >
Register on Google Places
>30% of mobile
googling has a local
intent
Register on Google Places
Rich snippets
•
•
•
•
Reviews
•
•
•
Recipes
People
Products
Businesses and
organizations
Events
Music
Rich snippets
Adding more metadata
<div class="location vcard">
<span class="fn org">
Shakespeare's Pub </span>
<div class="adr">
<div class="street-‐address">
314 East 6th Street
</div>
<div class="locality">
Austin, TX 78701
</div>
</div>
</div>
Page speed
Mobile searchers are focused and impatient
71%
of mobile users expect page to load as
fast or faster than desktop sites
Source: Compuware/Gomez
Speed is considered when ranking a
given site
http://googlewebmastercentral.blogspot.no/2010/04/using-site-speed-in-web-search-ranking.html
Summary
•
•
•
•
Make sure your site is mobile friendly
Do ads. -just because it is so easy.
Do “regular SEO”
In addition, for mobile, focus more on:
•
•
•
•
Google Places
Your Sitemap
Use “rich snippets”
Page speed
Thx
Link to slides
to be tweeted.
John Arne Sæterås
Twitter: @jonarnes
Head of innovation at Mobiletech
