alles over google's mobile update & meer orange valley kennissessie 20150325
TRANSCRIPT
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Google Mobile update
Alles over Google’s Mobile update op 21 april. En meer.
Eduard Blacquière, [email protected], @edwords
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Je krijgt de presentatie nagestuurd (OrangeValley nieuwsbrief)
Meld je aan: https://orangevalley.nl/nieuwsbrief/
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Wat jullie willen weten
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Wat ik ga vertellen
1. Google algoritme update 21 april 2. Waarom? 3 redenen 3. De feiten 4. Checklist: maak je klaar voor 21 april 5. Mobile friendly? Je bent nog niet klaar!
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De wereld verandert
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Visie
OrangeValley voorziet dat, in een wereld met een steeds grotere hoeveelheid informatie, ieder individu snel en eenvoudig een relevant aanbod verwacht,
onafhankelijk van tijd, locatie en medium.
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https://orangevalley.nl/visie/
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Mensen leven, denken en shoppen niet in kanalen (of apparaten).
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Customer journey
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Maturity model
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https://orangevalley.nl/visie/online-maturity-model/
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Maturity model
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Gedrag verandert (mobile!)
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Gedrag verandert (mobile!)
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Bron: Google, Nederlandse markt
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Google verandert (mobile!)
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Demo: Google Conversational Search
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Google Hummingbird
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http://www.frankwatching.com/archive/2014/11/06/googles-hummingbird-1-jaar-later-heb-jij-je-seo-strategie-al-aangepast/
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Terug naar Mobile.
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Fix mobile issues
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“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will
have a significant impact in our search results.”
(bron: Google, februari 2015)
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Mobile-friendly?
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Mobile-friendly
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https://www.google.com/webmasters/tools/mobile-friendly/
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Mobile-friendly label
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Wat de meeste mensen NIET hebben gezien…
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App Indexing
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http://googlewebmastercentral.blogspot.ca/2015/02/finding-more-mobile-friendly-search.html
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Apps
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Apps
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Apps
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App Indexing
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https://developers.google.com/app-indexing/
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Mobile is nu dus nog belangrijker!
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Maturity model
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Terug naar mobile-friendliness. En waarom.
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Waarom?
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http://www.marketingfacts.nl/berichten/waarom-google-mobile-friendly-sites-voorrang-gaat-geven1
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1. Mobile search
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http://www.marketingfacts.nl/berichten/waarom-google-mobile-friendly-sites-voorrang-gaat-geven1
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2. Consument = Mobile
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http://www.marketingfacts.nl/berichten/waarom-google-mobile-friendly-sites-voorrang-gaat-geven1
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3. Google krijgt schuld
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http://www.marketingfacts.nl/berichten/waarom-google-mobile-friendly-sites-voorrang-gaat-geven1
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61% of users are unlikely to return to a mobile site that they had trouble
accessing from their phone, and 40% go to a competitor’s.
Bron: Google onderzoek, 2011
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Mobile-friendliness, hoe groot is “significant impact”?
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Een inschatting
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http://www.seoclarity.net/mobile-desktop-ctr-study-11302/
Voorbeeld: Van #2 naar #6? -57% traffic!!
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Een inschatting
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Mobile-friendliness, de feiten.
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Mobile-friendly = usability
Mobile-friendlyness gaat (voor nu) hoofdzakelijk over gebruiksvriendelijkheid. Belangrijke aspecten:
1. Tikken / tikdoelen 2. Leesbaarheid (font grootte) 3. Scrollen (viewport)
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Wat Google zegt
1. Verandering alleen op mobiele zoekresultaten, niet desktop 2. Mobile-friendlyness op pagina-niveau beoordeeld 3. JavaScript en CSS geblokkeerd? Niet door mobile friendly test 4. Real-time: pagina/URL meegewogen zodra mobile friendly 5. Responsive design geen (extra) ranking voordeel (t.ov. aparte site) 6. Update mobile algoritme op 21 april live wereldwijd 7. Sitespeed / laadtijd belangrijke factor 8. Kan tot 5 plekken lager leiden in mobiele zoekresultaten
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Geblokkeerde bronnen
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‣ Mobiele configuratie niet vast te stellen door Google.
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Toegankelijk
Geblokkeerd
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Checklist: in 3 stappen klaar voor de Mobile-friendly update
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Checklist
1. Heb je een mobiele site? 2. Is je site Mobile-friendly? 3. Is de mobile SEO op orde?
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https://orangevalley.nl/mobile-checklist
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1. Heb je een Mobiele site?
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1. Mobiele site?
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1. Responsive design 2. Dynamische weergave 3. Afzonderlijke URL’s
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Advies: URL voor alle apparaten hetzelfde. (Responsive design of Dynamische weergave)
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2. Is je site Mobile-Friendly?
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2. Mobile-Friendly?
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https://www.google.com/webmasters/tools/mobile-friendly/
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Mobile-Friendly Test Tool
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https://www.google.com/webmasters/tools/mobile-friendly/
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Google Webmaster Tools
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https://www.google.com/webmasters/tools/mobile-usability?hl=nl
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3. Is je site Mobile SEO op orde? (Telt nu nog NIET mee voor Mobile-friendliness!)
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1. Mobiele site?
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Configuratie Blijft URL hetzelfde? Blijft HTML hetzelfde?
1. Responsive webdesign Ja Ja
2. Dynamische weergave Ja Nee
3. Afzonderlijke URL's Nee Nee
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1. Responsive webdesign
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‣ Voor elk apparaat dezelfde URL en HTML
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1. Responsive webdesign
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‣ Zorg ervoor dat Googlebot toegang heeft tot statische bronnen: ‣ JavaScript ‣ CSS ‣ Afbeeldingen
Responsive webdesign
https://orangevalley.nl/mobile-checklist
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Google Webmaster Tools
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https://www.google.com/webmasters/tools/roboted?hl=nl
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2. Dynamische weergave
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‣ Voor elk apparaat dezelfde URL
‣ HTML wordt afgestemd op elke specifiek apparaat o.b.v. user-agent detectie
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2. Dynamische weergave
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‣ Gebruik de Vary HTTP-header als hint voor Google ‣ Zorg voor een correct werkende user-agent detectie
Dynamische weergave
https://orangevalley.nl/mobile-checklist
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3. Afzonderlijke URL's
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‣ URL en HTML van een pagina verschilt per apparaat
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3. Afzonderlijke URL's
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‣ Koppel desktop- en mobiele pagina via: ‣ rel-alternate-media annotatie ‣ canonical link tag annotatie
‣ Voeg een automatische omleiding (302 redirect)op basis van een correct werkende user-agent detectie
‣ Voeg een mobiel sitemap.xml document toe
Afzonderlijke URL's
https://orangevalley.nl/mobile-checklist
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Mobile Checklist
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https://orangevalley.nl/mobile-checklist
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OK, je bent Mobile-friendly. Je bent nog niet klaar!!
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Mobile is veel meer!
1. Mobile Analytics 2. Mobile SEO 3. Mobile SEA 4. Mobile Conversie 5. Mobile Display 6. Mobile …
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Mobiel'vriendelijk'
Techniek'
Content'
Local'SEO'
Laad8jd'
Zoekadverten8es'
Mobiele'adverten8es'
Exten8es'
Sitelinks'
Display'adverteren'Mobiel'meten'
App'tracking'
Break'points'
Tagmanagement'
Gebruikersgemak'
Visuele'ervaring'
AFeeldingen'
Conversiefunnel'
LayHout'
Mobile Maturity inschaling
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Mobile Analytics.
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Customer journey
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Customer journey
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Je mobiele bezoekers?
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Nee. Dit zijn NIET je mobile bezoekers.
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DIT zijn je mobiele bezoekers
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https://www.thinkwithgoogle.com/case-studies/westwing-uses-universal-analytics-to-better-understand-customer-purchase-path.html
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En dan offline nog…
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http://www.fvm.withgoogle.com/fvm/nl/d/
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Mobile SEO.
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Mobile SEA.
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Mobile SEA
78MobileDesktop
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Mobile SEA
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1. Bouw aparte mobile campagnes (ad teksten, landingspagina’s) 2. Speel in op mobile gedrag (kortere zoektermen, tijdstippen, etc.)
Ter voorbereiding van 21 april 2015:4. Check je klikprijzen (CPC) voor mobile 5. Houd kwaliteitsscore (QS) in de gaten voor en na 21 april 6. Tip: maak “mobile dashboard” binnen Google AdWords (aangepaste
kolommen)
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Mobile tijdstippen
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Mobile Conversie.
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Conversie = Intentie
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Mobile Conversie
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Mobile Display.
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Mobile Display
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1. Bouw aparte mobile display campagnes (banners, landingspagina’s) 2. Zet Video advertenties anders in (korter, andere content) 3. Traditioneel Flash formaat werkt niet op mobile (HTML5, GIF)
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De Mobile toekomst.
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Eerste stap
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Lat hoger
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“Cards” & Google Now
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‘Slow’ label
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Case: site performance
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https://orangevalley.nl/site-performance-laadtijd-case-zelf/
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Mobiele sitespeed
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‣ Zorg ervoor dat uw mobiele pagina's binnen één seconde starten met weergeven van relevante informatie
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Contact / vragenEduard BlacquièrePrincipal Consultant [email protected] M: 06 46 32 34 33