the data behind mobile experiences

March 4th, 2015

THE DATA BEHIND MOBILE EXPERIENCES

Mitul GandhiChief Architect

@seoClarity

searchmarketingexpo.com@seoClarity

#SMX #21d


#SMX #21d

• Traffic• CTR• Rankings

What we’ll cover


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The obvious


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Mobile is important, and coming

faster than most people in this room

realize

Matt Cutts, SMX Advanced 2014


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So…


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Let’s dig in…

450 7.6 billion 3.5 Billion


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-

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

January April July October January April July October

Organic Mobile Traffic


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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Mobile vs. Desktop

~30% of Total Organic

Traffic!


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14.1%11.9%

10.1%

29.4%31.7%

28.6%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Travel Ecommerce Fashion

Mobile % of Total Organic Traffic by Industry

Jan

Dec


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-

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000


Traffic Comparison

~100%vs.

~400% growth

Don’t count out Desktop!


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CTR Comparison


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• GWT Data for 400 Domains • 2.08 Billion+ Impressions • 2.68 Million+ Clicks• 2.2 Million+ Unique Keywords• 90 Day Period

The data


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19.3%

11.4%

7.7%

5.2%4.1% 3.3% 2.6% 2.1% 2.0% 2.2%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

1 2 3 4 5 6 7 8 9 10

Desktop CTR


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27.7%

9.2%

3.9% 6.7%4.8% 3.9% 3.1%

2.9% 2.3% 2.8%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

1 2 3 4 5 6 7 8 9 10

Mobile CTR


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If you ain’t first, you’re last!

Ricky BobbyBut…


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RankingComparison


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• 24,210 Keywords• 4 Weeks of data• Top 5 Ranking Results• Google mobile friendliness test

The Data


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4.3%

18.4%

77.3%

Mobile Friendly?

Disallowed

Not Mobile Friendly

Mobile Friendly


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22,846

19,378

17,000

18,000

19,000

20,000

21,000

22,000

23,000

24,000

Desktop Mobile

SERP Diversity

Domains


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3.26 3.26 3.253.21

2.93 2.93 2.93 2.94

2.70

2.80

2.90

3.00

3.10

3.20

3.30

Average Rank in Top 5 Rank Positions

Not Mobile Friendly

Mobile Friendly


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63.6%

36.4%

Root Domain Rank Comparison

Same

Different


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So…


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Rankings +

CTR +

Traffic =

Opportunity?


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• Focus on the customer

• Use the data

Yes and No


#SMX #21d

the data behind mobile experiences

Marketing