I had the pleasure of speaking at CrossMedia2012 on Mobile SEO. It’s a hot subject these days…and its one that confuses a lot of people. In this PPT, I go through whats actually going on with mobile search and hopefully dispell some misunderstandings. Essentially mobile search is desktop search. I go into why this is the case and also highlight some interesting stuff about Google effectively allowing cloaking/terrible user experiences with mobile search. the google docs version with all the transitions etc is here cro

1. Best practice mobile
search strategies
bit.ly/unibetcrossmedia
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

2. About Nick
Nick Garner: Head of search Unibet
Working across all Unibet's 24 international
markets, specialising in
- SEO
- SMO (Social media optimisation)
- Refer a Friend
- PPC
- Online Public Relations (as a means of
influencing SEO and social media)
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

3. How Search Engines Work
Desktop Crawler
Mobile Crawler
Collect Info Desktop SERPS
80% Similar
Results
Mobile SERPS
Processed
Ranked
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

4. Mobile v Desktop
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

5. 16 Differences: Mobile v Desktop
1. Local results Are More Likely In Mobile
2. Autocomplete Results Appear Before Results In Mobile App Search
3. Certain Queries Have Interactive Results In Mobile
4. Android Users Are Always Logged In
5. Positions Of Vertical Results Likely Different In Smartphone Results
6. Smartphone Results Have Different Filters
7. Blended Mobile Ranking Algorithm
8. Google Play or iTunes Results For Queries That Include “Download” Or “App”
9. CTR & Bounce Rate More Likely To Vary In Mobile
10. Knowledge Graph Nested Within Results In Mobile
11. Knowledge Graph Doesn’t Appear For Some Queries In Mobile
12. Mobile URLs Listed Per Skip Redirect
13. Mobile Instant Preview Allows You to Thumb Through Results Quickly
14. Smartphone Icons Indicate Smartphone Friendly Content
15. Google Now Provides Search Results With No Queries
16. Google Goggles Provides Entirely Different Results, Based On Visual Queries
Bryson Meunier: http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

6. Results are much the same
Web Site
Desktop Google Mobile Google
SERP 1: site.com SERP 1: site.com
SERP 2 SERP 2
SERP 3 SERP 3
SERP 4 SERP 4
SERP 5 SERP 5
SERP 6 SERP 6
SERP 7 SERP 7
SERP 8 SERP 8
SERP 9 SERP 9
SERP 10 SERP 10
SERP = Search Engine Ranking Position
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

7. Similar On 'Non-Location' Phrases (I)
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

8. Similar On 'Non-Location' Phrases (II)
Nick Garne: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

9. Same results, Different Sites
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

10. Scenario 1
Desktop Search
Desktop SERP 1: site.com Desktop Site
Browser SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

11. Scenario 2
Desktop Results
Mobile SERP 1: site.com Redirected To Mobile
Browser Site
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

12. Android 'Online Casino'
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

13. Ladbrokes
casino.ladbrokes.com/en > mobile.ladbrokes.com/lobby/casino
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

14. 32Red
32red.com > touch.32red.com/w/touch/home?&bTag=DirectRequest
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

15. Spinpalace
spinpalace.co.uk > m.spinpalace.en
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

16. Gala Casino
galacasino.com > wap.galacasino.com/lobby
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

17. Looks Like Cloaking...
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

18. Cloaking
Cloaking refers to the practice of presenting different content or URLs to users
and search engines. Serving up different results based on user-agent may
cause your site to be perceived as deceptive and removed from the Google
index.
Some examples of cloaking include:
● Serving a page of HTML text to search engines, while showing a page of
images or Flash to users.
● Serving different content to search engines than to users.
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66355
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

19. What Does Matt Say?
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

20. 'Cloaking'... Why Google?
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

21. Links
Links = Votes More Good Votes = Rankings
Desktop Mobile
SERP 1: site.com SERP 1: site.com
Internet Web Site SERP 2 SERP 2
SERP 3 SERP 3
SERP 4 SERP 4
SERP 5 SERP 5
SERP 6 SERP 6
SERP 7 SERP 7
SERP 8 SERP 8
SERP 9 SERP 9
SERP 10 SERP 10
SERP = Search Engine Ranking Position
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

22. More Links
Links = Votes More Good Votes = Rankings
Desktop Search
SERP 1: site.com
SERP 2
Web Site
www.site.com SERP 3
Internet
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
SERP = Search Engine Ranking Position
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

23. Few Links
Links = Votes Not Enough Good Votes =
Poor Rankings
Search Result
SERP 1:
SERP 2
SERP 3
Web Site
Internet m.site.com
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10: m.site.com
SERP = Search Engine Ranking Position
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

24. What Does It All Mean?
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

25. Google Needs Solid Signals
Often on mobile there are not enough 'voting
signals' for Google to work off to get solid
results.
Users don't link to mobile sites, they link to the
main brand site.
Therefore Google ranks off 'desktop'.
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

26. Ranking For Mobile
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

27. How to Rank
● Link build to your main site!
● Follow 'traditional' Onsite SEO practices on
your main site!
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

28. Hang On To Your Rankings
Google will 'weight' mobile sites for mobile
search. Already:
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

29. How Google Likes It: First Choice
Responsive Design: Sites that serve all devices on the same set of URLs,
with each URL serving the same HTML to all devices and using just CSS to
change how the page is rendered on the device.
Desktop browser Mobile browser
www.site.com/apples www.site.com/apples
Lovely Apples Lovely Apples
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

30. How Google Likes It
Responsive Design
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

31. How Google Likes It
Responsive Design
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

32. Second Choice
Sites that dynamically serve all devices on the same set of URLs, but each
URL serves different HTML (and CSS) depending on whether the user agent is
a desktop or a mobile device.
Desktop browser Mobile browser
www.site.com/apples www.site.com/apples
Lovely Apples Lovely Oranges
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

33. 3rd Choice
Sites that have separate mobile and desktop URLs.This is how so many money
making transactional sites work.
Desktop browser Mobile browser
www.site.com/apples mobile.site.com/oranges
Lovely Apples Lovely Oranges
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

34. 3rd Choice
Many sites that have separate mobile and desktop URLs...
Amazon
Google Desktop Query : https://www.google.co.uk/search?q=art+of+seo
Desktop SERP: http://www.amazon.co.uk/The-Art-Theory-Practice-OReilly/dp/0596518862
Mobile SERP: http://www.amazon.co.uk/gp/aw/d/0596518862
Ebay
Google Desktop Query : https://www.google.co.uk/search?q=ebay+buy+phone+battery
Desktop SERP: http://www.ebay.co.uk/sch/i.html?_nkw=lenovo+s205+battery
Mobile SERP: http://shop.mobileweb.ebay.co.uk/searchresults?cmd=SKW&kw=lenovo+s205+battery
Wikipedia
Google Desktop Query : https://www.google.co.uk/search?q=london
Desktop SERP: http://en.wikipedia.org/wiki/London
Mobile SERP: http://en.m.wikipedia.org/wiki/London
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

35. Finally...
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

36. Final Word
● Mobile SEO: It's desktop SEO, on mobile
● You can 'cloak' with mobile and still rank
● You have a 'free pass' for now...so take this
opportunity and get on with your mobile SEO
housekeeping
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia

37. Nick Garner
Nick Garner: Mobile Search Strategies. Download PPT: bit.ly/unibetcrossmedia