New  York  |  March  19–23    

Driving  Mobile  Traffic:  SEO    

Avi  Wilensky  CEO/Founder  Promediacorp  637  W.  27th  St.  8th  Floor  New  York,  NY  10001    

New York | March 19–23, 2012 | #sesny

About  Promediacorp:  

•  SEO/SEM  agency  located  in  Chelsea,  NYC  

•  Launched  first  online  marke>ng  campaign  in  1995  

•  First  SES  in  2005  

•  Current  clients  include  Sony  Music,  MTV,  McGraw-­‐Hill,  Bluefly,  &  More.  

•  Amazon  Web  Services  provider,  member  SEMPO,  SEOmoz  Recommended  Company  

•  Launched  Statdash.com  in  2011,  1000+  members  

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New York | March 19–23, 2012 | #sesny

WHAT  IS  MOBILE  SEO?:  

•  No  standard  defini>on,  or  even  consensus  that  it  exists  

•  Depends  on  who  you  ask  

•   If  Mobile  >  Desktop,  shouldn't  it  just  be  called  SEO  vs  Desktop  SEO?  

•   Goal:  UX  up,  bounce  rate  down  

•   Focus  on  site  architecture  and  consolida>on  of  link  equity    

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* Goal: UX up, bounce rate down

New York | March 19–23, 2012 | #sesny

BAD  UX  =  RETURN  BACK  TO  SERPS  

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* Goal: UX up, bounce rate down

Duration < 1 sec

New York | March 19–23, 2012 | #sesny

TARGET  BY  USER  AGENT  OR  SCREEN  RESOLUTION?  

•  Which  makes  more  sense?  

•  Easier  to  target  by  device  on  legacy  /  exis>ng  pladorms  

•  Requires  the  subdomain  vs.  subfolder  vs.  TLD  debate  

•  Subdomain  is  usually  easiest  to  implement,  but  SE’s  see  them  as  2  separate  sites,  which  may  divide  your  link  equity  

•  Mobile  specific  pages  subject  to  transcoding  (new  tag  to  resolve  it    <link rel="alternate" media="handheld" href="alternate_page.htm”/> ) hgp://bit.ly/FPTWkG    

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New York | March 19–23, 2012 | #sesny

EXAMPLE:  MOBILE  OPTIMIZED  USER  EXPERIENCE  •  People.com  redirects  tablet  users  to  present  a  beger  user  experience  for  faster  page  flipping  

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* Goal: UX up, bounce rate down

New York | March 19–23, 2012 | #sesny

ENHANCED  UX  FOR  MAN  HANDS:  •  Fat  Thumb  Syndrome  –  design  differently  by  padding  3D  bugons,  don’t  require  zoom  to  read  

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* Goal: UX up, bounce rate down

New York | March 19–23, 2012 | #sesny

EXAMPLE:  MOBILE  FALLBACK  •  Nike  built  an  iPad  version  to  workaround  their  flash  site  

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* Goal: UX up, bounce rate down

Nike’s tablet site Nike’s homepage text view

New York | March 19–23, 2012 | #sesny

RESPONSIVE  WEB  DESIGN:  

•  Device  agnosac;  uses  the  media  query  in  CSS3  to  detect  the  display  size  -­‐  layout  renders  as  a  result  of  screen  real  estate  available.    

•  Ability  to  detect  portrait  and  landscape  mode,  and  render  layout  appropriately.  

•  Trick  is  using  ems  or  %  of  available  height/width  instead  of  using  pixels  

•  Ethan  Marcoge  coined  the  term  Responsive  Web  Design  (RWD)  in  his  ar>cle  in  A  List  Apart.  hgp://bit.ly/FWCMgy    

•  Mobile  centric  approach,  as  a  form  of  graceful  degradaaon  

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New York | March 19–23, 2012 | #sesny

RESPONSIVE  WEB  DESIGN:  

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Pros: Cons:

Single URL = maximum link equity Tricky to implement on existing sites

No server side redirection = faster Need to design with multiple screen sizes and orientations in mind

Fewer URL = more crawl budget No IE8 Support / Older FF

One HTML page = less maintenance More calls = slower page load (start @ 320 reduces asset load)

Support web enabled TV’s too

Lacks support for common ad sizes

New York | March 19–23, 2012 | #sesny

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DIVIDING  LINK  EQUITY:  

New York | March 19–23, 2012 | #sesny

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Desktop Tablet Handheld EXAMPLE  SITE:  PROMEDIACORP.COM/LANDING  

New York | March 19–23, 2012 | #sesny

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Google: One URL With Special Stylesheet Is Easy Mobile SEO 2/20/12

http://bit.ly/FQFd4T

Bing Takes Clear Stance On Mobile SEO: One URL 3/27/12

http://bit.ly/FQ1OBg

WHAT  DO  THE  ENGINES  PREFER:  

New York | March 19–23, 2012 | #sesny

NEW  GOOGLE-­‐MOBILE  BOT:  

•  New  smartphone  Google-­‐mobile  bot  looks  at  smart  vs.  feature  phones,  not  by  device  type  

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* Goal: UX up, bounce rate down

Feat

ure

Phon

es:

Smar

t Pho

nes:

New York | March 19–23, 2012 | #sesny

NEW  GOOGLE-­‐MOBILE  BOT:  

•  New  Googlebot  improves  UX  by  displaying  the  des>na>on  URL  in  the  SERPs  –  decreases  latency  by  avoiding  mobile  redirects.  

Your logo here @aviw

* Goal: UX up, bounce rate down

New York | March 19–23, 2012 | #sesny

EVERYONE  LOVES  A  GOOD  TOOL:  

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* Goal: UX up, bounce rate down

Adobe Shadow *NEW http://adobe.ly/FSB40l

GoMoMeter http://bit.ly/FS8q2m

Phone Simulator http://bit.ly/FRI12O

User Agent Switcher http://bit.ly/FRCXPt

Tiny Fluid Grid http://bit.ly/FQ5QLC

Initializr http://bit.ly/wv3vDi

Less Framework http://bit.ly/FRwLqR

320 and Up http://bit.ly/FQbwGi

WURFL http://bit.ly/FQ81P3

New York | March 19–23, 2012 | #sesny

KEY  TAKEAWAYS:  

•  Use  a  single  URL  unless  you  plan  on  targe>ng  specific  devices,  or  have  budget  /  resource  constraints  

•  Start  with  a  mobile-­‐centric  approach,  and  work  outward  

•  UX  is  key  –  know  your  audience  

•  Leverage  exis>ng  frameworks  to  help  get  started  with  RWD  

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