Download - Site Architecture for Multiscreen Users
New York | March 25–28
Site Architecture for Multiscreen UsersNext-Generation Site Architecture
Bryson MeunierResolution MediaDirector, SEO Strategy
#SESNY
New York| March 25–28, 2013 | #SESNY
Site Architecture in the 1990s
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New York| March 25–28, 2013 | #SESNY
Site Architecture Today
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Multiscreen user is here.
Source: http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
New York| March 25–28, 2013 | #SESNY
RKG: 1 in 4 Google searches is mobile
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Mobile Internet Usage Doubling Every Year
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New York| March 25–28, 2013 | #SESNY
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Google: Mobile = 40% of Searches in India (2011)
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New York| March 25–28, 2013 | #SESNY
• “Mobile search is definitely going to surpass desktop search. The lines will pass, and I think they’ll pass before anyone thought they would.”
– Scott B. Huffman, Google Engineering Director who leads the search evaluation team and works on mobile searchSource: http://www.nytimes.com/2011/04/25/technology/25mobile.html
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Google: Mobile Search will be bigger than Desktop
New York| March 25–28, 2013 | #SESNY
Source: http://www.biakelsey.com/company/press-releases/120418-Mobile-Local-Search-Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp
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Kelsey Group: Mobile Search will be bigger than Desktop in 2015
New York| March 25–28, 2013 | #SESNY
Responsive web design: Same HTML & URLs, different layout
Dynamic serving: Same URLs, potentially different HTML through device detection
Dedicated mobile sites: Different URLs, Different HTML
3 Options for Mobile configuration (Per Google)
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New York| March 25–28, 2013 | #SESNY
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Source: http://www.stateofsearch.com/wp-content/uploads/2013/01/mobile-seo-site-architecture-flowchart.jpg
Popular wisdom about mobile configurations
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New York| March 25–28, 2013 | #SESNY
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Doesn’t Google prefer Responsive Web Design?
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New York| March 25–28, 2013 | #SESNY
• “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.”
• “If responsive design is not the best option to serve your users, Google supports serving your content using different HTML. The different HTML can be on the same URL (a setup called dynamic serving) or on different URLs, and Googlebot can handle both setups appropriately if you follow our setup recommendations.”
Full details at https://developers.google.com/webmasters/smartphone-sites/
Yes, if it’s the right solution for the user
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New York| March 25–28, 2013 | #SESNY
“Googlebot can handle both setups appropriately if you follow our setup recommendations.”
Google On Mobile URLs and Dynamic Serving
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New York| March 25–28, 2013 | #SESNY
Google On Mobile URLs and Dynamic Serving
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New York| March 25–28, 2013 | #SESNY
Is responsive web design best for your users?
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New York| March 25–28, 2013 | #SESNY
1. Mobile users well-served by current IA?
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New York| March 25–28, 2013 | #SESNY
1. Mobile users well-served by current IA?
@brysonmeunier
New York| March 25–28, 2013 | #SESNY
1. Mobile users well-served by current IA?
@brysonmeunier
New York| March 25–28, 2013 | #SESNY
1. Mobile users well-served by current IA?
@brysonmeunier
New York| March 25–28, 2013 | #SESNY
2. Mobile users use same keywords as desktop?
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New York| March 25–28, 2013 | #SESNY
2. Mobile users use same keywords as desktop?
@brysonmeunier
New York| March 25–28, 2013 | #SESNY
2. Mobile users use same keywords as desktop?
@brysonmeunier
New York| March 25–28, 2013 | #SESNY
3. Mobile-only features won’t help users?
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New York| March 25–28, 2013 | #SESNY
3. Mobile-only features won’t help users?
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New York| March 25–28, 2013 | #SESNY
4. Audience uses smartphones?
@brysonmeunier
=158 million visitors and 98 billion pageviews from feature phone users in Opera alone in December 2012
Source: http://business.opera.com/smw/2012/12/
New York| March 25–28, 2013 | #SESNY
5. Speed not important to conversions?
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New York| March 25–28, 2013 | #SESNY
“You can’t escape this fact. A responsive website tuned to perform the best it can would not be as fast as a dedicated
mdot site tuned equally well. Or more realistically, an average
responsive website would always be slower than an
average mdot site.”Guy Podjarny, Akamai Chief
Product Architect
Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there-i-said-it/
5. Speed not important to conversions?
@brysonmeunier
Source: http://www.guypo.com/technical/responsive-web-design-is-bad-for-performance-there-i-said-it/
New York| March 25–28, 2013 | #SESNY
Responsive is No Silver Bullet for SEO Success
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New York| March 25–28, 2013 | #SESNY
• URL serves the same contents (HTML, CSS, Javascript, an image) to all devices
JavaScript-Adaptive
• Different HTML via server
Combined Detection
• Same HTML but JS is dynamically served with <script> based on user agent
Dynamically-Served
What about JavaScript?
@brysonmeunier
Use Vary HTTP Header
Source: https://developers.google.com/webmasters/smartphone-sites/javascript
New York| March 25–28, 2013 | #SESNY
Use Switchboard tags with Mobile URLs
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For 25 more visit brysonmeunier.com/mobile-seo-best-practices
Image Source: Sherwood Stranieri
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New York| March 25–28, 2013 | #SESNY
Use Vary HTTP Header with Dynamic Serving
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For information on Akamai issues visit http://www.rimmkaufman.com/blog/vary-user-agent/30112012/
@brysonmeunier
New York| March 25–28, 2013 | #SESNY
Do Not Block Googlebot Mobile or Otherwise!
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For 25 more visit brysonmeunier.com/mobile-seo-best-practices
@brysonmeunier
New York| March 25–28, 2013 | #SESNY
Bryson Meunier
Director, SEO Strategy
Resolution Media
http://www.brysonmeunier.com
http://www.resolutionmedia.com
@brysonmeunier
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Scan to visit m.brysonmeunier.com
Thank you!
@brysonmeunier