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Digital Gaggle 2017 - Mobile Index

A talk about the most significant change to search since the launch of Google and why/how we should be prepared.

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Digital Gaggle 2017 - Mobile Index

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  1. A MOBILE-FIRST GOOGLE INDEX

  2. Most significant change to search landscape since the launch of Google

  3. When? “…we’ll ramp up this change when we’re confident that we have a great user experience.” Webmaster Central: Nov. 16

  4. Why?

  5. Mobile Phone 72%

  6. 68% Mobile & Tablet

  7. 73% mobile & tablet

  8. Mobile Phone 62%

  9. WHAT’S MOST IMPORTANT FOR MOBILE?

  10. of searches in the Google App are by voice Source: Think with Google May 16

  11. “Near me” searches +3,400% since 2011 Source: Google

  12. Nail Salon near me…

  13. Restaurant nearme…

  14. …of those (near me) searches occur on mobile phones. Source: Google

  15. High ‘ROPO’ intent

  16. RESTAURANTS NEAR ME

  17. WHAT’S ON AT THE CINEMA

  18. WHERE IS WAITROSE BASINGSTOKE

  19. • I get the answer “in-SERP” • Location known & inherent in answer • Entity recognition Source: Google

  20. Structured Data

  21. DATA PROCESSED DIRECTLY AND INDIRECTLY BY MACHINES Tim Berners-Lee

  22. • JSON-LD • Microdata • RDFa Source: Google

  23. All the structured data!

  24. Schema.org

  25. 4.6 star rating Serves 2 Takes 35 minutes

  26. • Keep pages simple and succinct • Mark-up ALL THE THINGS!!! • Including geo-location Source: Google

  27. FAST IS THE ONLY SPEED

  28. ABANDONMENT RATE page Speed 3G 19 Seconds Average Load Time >3 Seconds 53% Abandonment Rate Source: Google /DoubleClick

  29. • HTTP/2 on (HTTPs) • Image optimisation • RAIL Source: Google

  30. HTTP/2 reduce latency minimise protocol overhead request prioritisation

  31. HTTP/1.1 Head of line – resources HTTP/2 Parallelised resources Priority queue – ‘educated’ guess Prioritised by type & context Queue held on client Browser to server Keep-alive – stated Keep-alive enabled default

  32. Image Optimisation

  33. • Compress to reduce size • Avoid images that add nothing to narrative • Consider WebP – 26% smaller Source: Google

  34. YouTube: up to 10% reduction in page load time. Source: Chromium Blog

  35. PERFORMANCE MODEL HTTP/2 Google Developers

  36. RAIL Response Guideline <100ms Animation 10ms/frame Idle • Use to complete deferred work • Keep pre-load to minimum <1000ms Load

  37. THE NEAR FUTURE IS BATTERY POWERED

  38. • Keep pages simple and succinct • Mark-up ALL THE THINGS!!! • Including geo-location

  39. Bounce 9.6% higher DoubleClick: SEPT 2016

  40. - Clear title - Site functional tools in top third - Primary purpose in Prime Real Estate - Progression hint

  41. - - - Page title obfuscated functional tools top and bottom Pointless brand cred. in Prime Real Estate Purpose content nowhere to be seen Progression hint: sort what? - -

  42. UX/Purpose scoring system

  43. WHAT’S MOST IMPORTANT FOR MOBILE?

  44. USE SEMANTIC MARK-UP FOR STRUCTURED DATA

  45. FAST IS THE ONLY SPEED

  46. DESIGN WITH PURPOSE

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