How has mobile marketing changed in the past year and how should your business react to best prepare for 2017 and beyond? Emily will discuss the what future holds for mobile optimization and how to rise above the rest of the pack in a mobile-first world.
SearchLove Boston 2016 | Larry Kim | Hacking RankBrain: Four Strategies You’l...Distilled
RankBrain debuted last year as Google's third most weighted ranking signal and is currently leveraged for obscure long tail queries. However as RankBrain is perfected and refined, it will likely be used on more queries and weighted more heavily, and even displace links and on-page SEO factors as Google’s #1 SEO ranking factor in the distant future: SEO judgement day. This session will reverse engineer how RankBrain actually works, exposing four critical vulnerabilities and share unusual, yet completely white-hat ways to benefit from future Rankbrain updates. The biggest SEO ranking factor shift of all time is underway, moving away from links and keywords towards Rankbrain user engagement signals. Attend this session if you want your rankings to live. Join the resistance today!
SearchLove Boston 2016 | Will Critchlow | The Emerging Future of SearchDistilled
Will is going to discuss the ways that Distilled believes search is fundamentally changing, including compound queries, implicit search signals, user signals as a ranking factor, the move from keywords to intents, and the drive towards data-driven search.
SearchLove London 2016 | Lea Pica | How to Present to Get ResultsDistilled
Our VOC survey identified areas where visitors had unsuccessful experiences on our site. The dual-axis chart showed account information tasks resulted in no successful visits, but did not provide clear insights. A side-by-side bar chart showing task completion rates alongside response volumes provided better context. This revealed product specifications had the highest percentage of unsuccessful visits and most responses, making it the highest priority area for improvement. The presentation emphasized using visualization best practices like removing unnecessary elements to reduce cognitive load and clearly convey insights.
SearchLove London 2016 | Dom Woodman | How to Get Insight From Your LogsDistilled
In the SEO industry, we obsess on everything Google says, from John Mueller dropping a hint in a Webmaster Hangout, to the ranking data we spend £1000s to gather. Yet we ignore the data Google throws at us every day, the crawling data. For the longest time, site crawls, traffic data, and rankings have been the pillars of SEO data gathering. Log files should join them as something everyone is doing. We'll go through how to get everything set-up, look at some of the tools to make it easy and repeatable and go through the kinds of analysis you can do to get insights from the data.
SearchLove San Diego 2017 | Rob Bucci | Snooping Into Google's Insights on Se...Distilled
Google is telling us what our customers are looking for; they've spent billions doing the research. All we have to do is pay attention. In this session, Rob will provide a guide for how you can take cues from Google, and create better strategies for gaining the attention of your customers at each stage of the purchase funnel.
SearchLove London 2016 | Marcus Tober | Why User-Focused Content is the Death...Distilled
With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.
SearchLove Boston 2017 | Richard Fergie | You Aren't Doing Science and That's OKDistilled
We have been trained and encouraged to focus on p-values and statistical significance in every aspect of testing, from PPC to CRO. In this talk, Richard is going to challenge your preconceptions, show how scientific accuracy isn't necessarily the same as commercial success, and demonstrate strategies that are better than waiting for your variation to be declared a winner by your testing platforms. The way you approach data-driven decision-making will never be the same.
CRO and SEO together: what happens when what's good for users isn't good for ...Will Critchlow
My CXL Live (#CXLLive) 2019 presentation looking at full funnel testing that combines SEO A/B testing with CRO split testing to help us all work together better.
SearchLove London 2016 | Amy Harrison | Stand out to YOUR Crowd: A Simple Fra...Distilled
Customers aren’t just inundated with marketing messages, they’re inundated with the same messages. The result is people are learning to ignore what they’ve seen before. In this talk you’ll get a framework for writing copy that breaks through that noise, sounds different from competitors and, speaks to your customers’ desires while selling the value of what you do.
SearchLove London 2017 | Emily Grossman | From Website to Web-App: Fantastic ...Distilled
App-like websites can improve page speed and user engagement, but they also rely heavily on JavaScript and JS frameworks that can make many ‘SEO basics’ more technically complex. Emily will walk you through often-missed tactics to make web-apps indexable, optimised, and performant on mobile devices.
Semantic SEO in 2017 & Beyond: The Ultimate GuideLissa Anderson
Implement these three SEO tactics in this ultimate semantic SEO guide for 2017 to fully optimize for voice search and the progression of Google search engine results.
Semantics are now at the core of every search query answered on Google. As important as semantics are to Google, semantic SEO should hold equal value in your digital strategy for 2017 and the future.
SearchLove Boston 2016 | Emily Grossman | Mobile Jedi Mind Tricks: Master the...Distilled
May the mobile force be with you! There have been some big changes in mobile SEO, and the tactics that helped you yesterday may be as useless as a Stormtrooper’s blaster tomorrow. Instead, tap into the secret and subversive force of mobile marketing. From app indexing to mobile-friendliness, to predictive search and AMP, this session will explain the new skills that are required to be a mobile marketing hero.
SearchLove Boston 2016 | Britt Klontz | Incorporate 'Pr Thinking' Into Your C...Distilled
For the most successful digital initiatives, 90% of the work is completed before the campaign actually launches, but what should that work be? Britt will show a "behind the scenes" look at successful campaigns, to emphasize the value of incorporating "PR thinking" all the way from the conception of an idea to the execution. This session will focus on the value of media relations and how you can create PR-shaped content that is not only tailored to your brand's message, but also designed to catch the attention of journalists and their captive audiences.
Christoph C Cemper - LAC 2017 - Link building & off-page SEO for 2017 and bey...iGB Affiliate
Google Penguin changed SEO forever. Before April 2012 you could easily buy a ranking position but that time is long gone. The Google Penguin spam filter is now part of Google’s core algorithm and works in real time. You need to keep an eye on your link profile and start building high-quality links.
Google confirmed that links are in the top two ranking factors, alongside great content. Therefore, you need to be able to structure your SEO efforts with the intention of creating sustainable and quality links for 2017 and beyond.
Why links are an integral ranking factor and will always be
How links are not all the same
The best sustainable link building methods
Mobile SEO: Closing the Mobile Search Strategy GapJustin Briggs
This document summarizes Justin Briggs' presentation on strategies for mobile search. It notes that there is a gap in mobile search strategies between desktop SEO approaches from 2001 and current tactics. It discusses opportunities in areas like app indexing, AMP, personal assistants and voice/predictive search. However, the document argues these are distractions for many businesses and advocates developing a culture focused on understanding user behavior and intent across different mobile moments. It provides recommendations around optimizing content for these moments and devices.
SearchLove London 2015 | Will Critchlow | Practical Tips for the Future of ...Distilled
Having seen the changes from Google and observed the changes in our own behaviour, you may now be trying to figure out what to do differently to prepare for the future. Will has you covered, from making the most of new ranking factors and understanding what place apps and deep linking have in your plans, to creating content for mobile. This session will focus on the real-world changes you should be making right now to your web presence and campaigns.
The document discusses the limits of machine learning algorithms and how experiments can help uncover unknown factors. It describes an experiment where the author built a machine learning model to predict search rankings but found it was overfitting the data by just learning domain hierarchies. Split testing various SEO strategies on real websites showed some conventional techniques like alt text had no effect, while others like adding structured data increased organic traffic. The author argues split testing is important to identify practices that truly impact search rankings.
Entity Disambiguation - the Semantic XRayJason Darrell
In today's Semantic Web, generic copy has no place.
Using data extraction, we can view our content as Googlebot
Then, implementing entity disambiguation (http://www.algohunters.com/disambiguate-entities/), we can help Google rank our content with confidence.
This is how I do it.
Got copy you need disambiguating? Need more semantic layers? You can order yours, here: http://bit.ly/pphhjasond3
SearchLove San Diego 2018 | Will Critchlow | From the Horse’s Mouth: What We ...Distilled
If you pay close enough attention, you can learn all kinds of things from what Google does and doesn’t say in public. From patents to official statements, to comments that Googlers leave on message boards, there is a wealth of information out there that hints at what they really think.
In this presentation, Will is going to work through some of the most significant official announcements and the most insight-heavy comments and leaks of Google’s first 20 years. You’ll come away from this presentation not only with a deeper understanding of the search giant, but also with the tools to understand and interpret future statements and leaks.
SearchLove San Diego 2017 | Joel Klettke | Don't Buy Your Customer a Beer: Ho...Distilled
Want to convert better? Then you need to learn how to steal your best copy right out of your client's mouths. In this session, Joel will share a proven process for collecting and then translating customer feedback into copy that obliterates objections and moves prospects to act.
SearchLove San Diego 2017 | Greg Gifford | Dr. Evil’s Guide to Utter World Do...Distilled
With the rise of mobile, everyone needs Local SEO. Using his own extensive research, Greg will discuss how Local is more necessary than ever before, and share his latest tips on local optimization and advanced tips for getting maximum visibility in local searches. He’ll also dig into Facebook Ads for local SEO ending with some of his most creative and unique ideas for better ad performance.
SearchLove San Diego 2017 | Kirsty Hulse | Low(er) Risk Link Building Tactics...Distilled
Whilst links should still be something we try to earn in 2017, we should begin to think of them as an added bonus, rather than a primary objective. Kirsty will share tactics of how to secure links without huge time and resource investment, to minimize the risk and diversify the positive impact of link building in a content world.
SearchLove San Diego 2017 | Ross Simmonds | Content Chaos: Generating Tractio...Distilled
Ross will take a look at how taking risks on content and making investments can work out in a big way for brands and marketers. Whether it’s experimenting with content on Reddit, Slideshare, Quora or Instagram, Ross shares some of the best lessons he's learned over the years.
SearchLove San Diego 2017 | Tom Critchlow | The State of ContentDistilled
It’s time for a look at the landscape of content in 2017. Tom has worked with content businesses large and small, and will walk through the trends and technologies that shape content distribution today. Looking at different platforms, business models and influencers, there will be insights for anyone who publishes content to the web.
SearchLove San Diego 2017 | Wil Reynolds | Intonation Matters: A New Approach...Distilled
Most of us search to solve a problem as quickly, easily, or thoroughly as possible. Once you decide your job is to help people find solutions to problems, you have to hear from them, not least because keyword research is lacking understanding of a searcher’s emotions. How many people searching for Rolex's today are dreamers vs. actual buyers, and how would you market to each group separately? You have to talk with them. Don't have time to talk to users? Google is a great proxy for what people want, and Wil will show you how to start turning keyword research into an empathetic exercise.
SearchLove San Diego 2017 | Tom Capper | Does Google Still Need Links?Distilled
This document summarizes a presentation on whether links are still important ranking factors for Google search. It discusses both sides of the argument. On one hand, Google says links are still important, but correlation studies on the relationship between links and rankings have been inconclusive. The document also presents data showing branded search volume may explain rankings more than domain authority from links. It concludes that while links may still help sites reach the top competitive tier, other factors like content, user experience, and brand awareness are increasingly important for determining search rankings. The key things SEOs should focus on next are optimizing for users through testing and improving content marketing to build their brand.
Success Beyond Links: How To Make Your Content More ValuableVicke Cheung
The line between advertising and marketing has become increasingly blurred, and branded content is everyone's business. Content for link building has long been a staple of search strategies, but how does it fit into the bigger picture of marketing in 2017? Vicke has been researching ways in which content can play a more direct role in adding value to a business beyond SEO gain. Putting linkbait aside, she will be offering insights into what it takes to make content that serves both a brand and those it wishes to convert.
SearchLove San Diego 2017 | Annie Cushing | Avoid Panic Attacks With a First ...Distilled
We’ve all been there: the site goes down; organic traffic plummets; your emails hit the Promotions tab; your AdWords keywords turn to (not set) … you get the idea. We’re talking about the stuff that PTSD for marketers is made of. Annie will show you how to set up a first-alert system in Google Analytics to let you know the first sign of trouble before it’s too late.
SearchLove San Diego 2017 | Larry Kim | Content Marketing MoneyballDistilled
The content marketing bandwagon is ridiculously crowded and the vast majority of your efforts go nowhere - 99.9% of content gets fewer than a thousand shares and the average conversion rate from all this stuff is less than 1%. What’s a marketer to do in 2017 and beyond? Spoiler alert: the answer has virtually nothing to with the conventional wisdom of creating “quality content”. In this session on content marketing strategy, Larry will introduce new tactics for creating and cloning unicorns - the rare l content that does remarkably well on all channels, and even converts well, too.
SearchLove San Diego 2017 | Purna Virji | Conversions in a Landing Pageless W...Distilled
How will customers transact in a landing pageless world? The reality is, our digital purchase behaviors have been changing rapidly in small but growing segments such as Amazon image search or ordering pizza from Dominos via your Xbox. We’re reaching a point where the landing page - and sometimes even keywords - are not necessary anymore. In this session, Purna will explore emerging search trends such as artificial intelligence, messaging commerce and conversation as a platform to uncover what we need to be doing now to best prepare.
SearchLove San Diego 2017 | Jes Stiles | WhatsAppening with Chat App Marketin...Distilled
Chat apps have grown to have more monthly active users than traditional social networks, but how do you leverage that reach for your brand? Diving into the world of messaging apps and their chatbots, Jes will discuss case studies of successful strategies; highlight tactics and practical tips for optimal user engagement; and look to the future to see how chat apps are positioning themselves against traditional websites and the potential impact of this.
Why do some pieces of "10X" content make the leap while others languish in obscurity? Rand examines the common elements that make for success vs. failure in this analysis of 99 unique pieces of extremely high quality content pieces.
SearchLove Boston 2016 | Paul Shapiro | How to Automate Your Keyword ResearchDistilled
Are you tapping into automation for keyword research? If not, why not? When it comes to SEO, automation is awesome. For starters, it can help free up a lot of time that is normally spent on menial tasks. What’s more, it can also aid deep analysis, and even facilitate innovation. If you are still doing keyword research manually, this is a must-attend session. Paul will show you how to get started with automated keyword research, using some easy-to-use tools. You’ll see first-hand how they can help you uncover valuable insights automatically. Overall, you will walk away with an immediately actionable plan to start automating your keyword research today.
SEO split tests you should run - Will CritchlowWill Critchlow
This document summarizes key points about running SEO split tests and the scientific method. It discusses how to generate hypotheses, run controlled experiments, and analyze results using statistical methods to determine if changes lead to significant traffic increases. Specific tests mentioned include adding structured data, improving meta descriptions, making sites mobile-friendly, testing tabbed versus flat content layouts, and keyword targeting. Challenges discussed include not assuming traffic equality between test groups and accounting for seasonality.
The Past, Present & Future of Linkbait - Distilled SearchLove London October ...Hannah Smith
A trip down memory lane - linkbait that's worked in the past, plus a look at what's happening right now and some theories about what SEO linkbait campaigns might look like in the future.
What does Google want? Future of Digital Marketing 2015Will Critchlow
After focusing in previous years on the future of search technologies, this presentation focuses instead on the future of marketing for search.
What do we need to change about our marketing to continue to appeal to a changing Google?
This document discusses common technical mistakes in SEO. It covers errors related to sitemaps like having 404 errors in sitemaps or forgetting video sitemaps. It also discusses site speed issues like large page load times reducing conversions. Social media and link building mistakes are examined such as not implementing OpenGraph or customizing embed codes. Problems with robots.txt files and over-restrictive firewalls are also summarized. Finally, new technologies like AJAX implementation and responsive design versus mobile sites are evaluated for common pitfalls.
I gave a presentation at my old high school on the topic of "things I wish I'd known back then". It was part motivational, part educational. The slides don't tell the full story, but hopefully they'll be useful to someone.
From Website to Web App - Indexing, Optimizing, and Auditing Experiences for ...MobileMoxie
The document discusses optimizing web apps for search engines. It covers indexing web apps by using clean URLs, canonical tags, and server-side rendering. It also discusses optimization techniques like making the app mobile friendly, adding structured data for search results, and improving speed by optimizing images, inlining critical CSS/JS, code splitting, and following the PRPL pattern. The document provides tips on rendering web apps for search engines and users to improve both indexing and user experience.
Mobile-Friendly SEO: Why & How? Ari Roth at SMX Israel 2015Ari Roth
This is the slide deck I prepared for my presentation on mobile-friendly SEO at SMX Israel 2015. I hope you enjoyed the presentation! Please tweet me @aroth26 if you have any questions :)
The document discusses the challenges facing the progressive web and introduces progressive web apps (PWAs) as a solution. PWAs are built using modern web standards to provide native app-like experiences through features like push notifications, offline support, and app installation. They address issues with native apps like high installation friction, lack of control for publishers, and app store policies. PWAs are gaining adoption from companies like Alibaba and Housing.com who saw increases in user engagement metrics after implementing PWAs. The document outlines the core components of PWAs and provides an overview of browser and platform support.
Is the buzz around Progressive Web Apps real or are they simply the latest fad? In this talk, you’ll learn exactly what Progressive Web Apps are, what problems they solve, and what new design challenges they present. Jason will show how organizations are using Progressive Web Apps to provide better and faster user experiences.
Adam Whittles from Maxus UK and Kostas Voudouris from MEC US (GroupM agencies) will analyze mobile SEO in great detail. Starting from the history of mobile in search, the differences between desktop and mobile before focusing on the last Google update aimed at mobile results and the practical steps that brands and webmasters need to take to ensure their site scores 100 in Google’s mobile friendly test.
This webinar will explore:
• The mobile trends and reasons why every brand will need to look into having a mobile-friendly website
• How to choose a mobile set up and the questions you need to consider when deciding about one
• The history of mobile SEO and the differences between optimizing for desktop versus mobile
• The details about Google’s mobile-friendly update and how this affected the world of SEO
• The ways you can audit the mobile friendliness of your website
• How to influence the rules that determine whether your site is mobile-friendly or not in the eyes of Google
The three most common mobile SEO challenges our clients are facing, by Mark T...SEO monitor
This document discusses some of the key challenges of mobile search engine optimization (SEO). It notes that more searches are now performed on mobile than desktop, and users spend most of their time in apps rather than browsers on mobile. Some challenges for mobile SEO include properly configuring robots.txt files to allow crawling of CSS and JS files, ensuring content within apps matches content on websites, and determining whether to build apps or focus on responsive websites. Experts comment that app links in search results perform well but responsive websites can also be effective. Overall, the document outlines technical and strategic challenges for optimizing content and apps for mobile search.
This document discusses the challenges of mobile search engine optimization (SEO). It notes that more searches are now performed on mobile than desktop, and users spend most of their time in apps rather than browsers on mobile. For mobile search results, Google aims to provide the most relevant content from both mobile-friendly websites and apps. However, there are challenges such as blocking mobile crawlers using robots.txt, ensuring app and web content match for indexing, and determining whether to build a mobile app or rely on a responsive website. The document provides advice on allowing CSS and JS files to be crawled for mobile, and emphasizes that apps must provide a compelling user experience to stand out from competitors.
Progressive Web Apps aim to bring the benefits of native mobile apps to the web. They use newer web capabilities like app manifests and service workers to deliver app-like experiences through the browser. App manifests allow web apps to be installed on home screens and launched full screen like native apps. Service workers enable features like offline access and push notifications. Early adopters are seeing increased user engagement through Progressive Web Apps, with metrics like conversions and time spent improving. While browser support is still evolving, Progressive Web Apps provide a promising approach for delivering high-quality mobile experiences through the web.
The Day After Tomorrow: When Ad Blockers Stop All Analytics PlatformsSamuel Scott
Samuel Scott's October 2017 presentation at Distilled's SearchLove London conference. He discusses online ads, ad blocking, GDPR, and the future of Big Data.
Alan Semenov, Development Lead at Enonic discusses progressive web aps and understanding the value from a business perspective on top of a dev perspective
This document discusses the evolution of search engines and SEO from 1990 to the present. It covers the four pillars of SEO (technical, content, offsite, apps), major search engines, Google's algorithm updates over time, the rise of structured data and schema, and shifts in the mobile, local, social, and content spaces. It also covers future trends like voice search, IoT, wearables, and privacy concerns around online tracking.
Mastering Mobile SEO for Your Website and Native App ContentBranch
Native apps account for 3 out of 4 minutes people spent on mobile. However, SEO practices are still largely focused on optimizing mobile websites, leaving app content out of this critical channel for content discovery and consumption.
This is the presentation for the webinar: Mastering Mobile SEO for Your Website and Native App Content.
You can watch the recording at: https://www2.branch.io/LongtailMobileSEOWebinar_LP-OnDemandRegistration.html
The presenters are Branch CEO Alex Austin and mobil SEO expert Emily Grossman.
Topics include:
-The broken app content discovery through search
-Applicable strategies to boost SEO ranking for your app content
-Best practices to optimize your mobile website SEO
-How to optimize the web-to-app flow to maximize ROI
What you need to know about app indexing, AMP, and Instant Apps
Why Progressive Web Apps will transform your websiteJason Grigsby
Progressive web apps (PWAs) can transform websites by making them more like native apps through the use of service workers, web app manifests, and other modern web capabilities. Some key benefits of PWAs include providing fast and reliable experiences even on slow mobile networks, working regardless of a network connection, and engaging users through web app banners and push notifications. Early results show that PWAs can significantly reduce data usage and increase user engagement, conversion rates, and sales compared to mobile websites. While PWAs work across browsers, including on iOS, their full capabilities are still progressively being adopted.
Social & SEO Trends 2017 Bulgaria/World - Webit 2017Katya Todorova
The document discusses key social media and SEO trends for 2017. Some of the major trends highlighted include increased focus on mobile experiences for search and social media, including richer content like videos and camera effects; new messaging features and virtual reality apps from Facebook; and the growing importance of voice search through digital assistants like Google Assistant. The document provides advice on optimizing websites and content for these emerging trends.
Searchlove London 2016 - The Changing Landscape of Mobile Search - Bridget Ra...Bridget Randolph
Mobile is becoming an increasingly important traffic channel, and given recent developments like app indexation and AMP (Accelerated Mobile Pages), as well as the addition of new types of devices like wearables and smart tech, understanding how it fits into the bigger search marketing picture is more crucial than ever. This session will take a look at the history of mobile search, how mobile search behaviour has impacted on desktop search, the growing significance of app content and developments such as AMP and app streaming within the search marketing landscape, and some thoughts on where the future of search is heading.
Slides from the May 2011 Refresh DC panel on the science of making data-driven design decisions and the art of knowing when to listen and when to ignore the numbers..
Panelists included:
• Craig Green, Web Strategist at Network Solutions
•Jim Lane, Director of User Experience for AddThis.com at Clearspring Technologies
•Paul Koch, Marketing Specialist at Viget Labs
Moderated by :
•Greg Robleto, Director of User Experience Design at The Motley Fool
Understanding SEO - BritMums Live 16 PresentationJudith Lewis
Judith Lewis is an SEO consultant who has worked in the online marketing field since 1996. She runs her own consultancy called DeCabbit Consultancy and also blogs about SEO, PPC, social media and food. In her presentation, she discussed how search engines like Google work by crawling and indexing websites. She also covered recent Google algorithm updates like Hummingbird, Panda, Penguin and Mobilegeddon. Lewis provided tips on how to check if a website has received a penalty and how to do keyword research using tools like the Google AdWords Keyword Planner. She emphasized the importance of optimizing title tags, meta descriptions and using Yoast for WordPress blogs but not blindly following all of its recommendations.
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014Bridget Randolph
For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).
SMX East 2015 - App Indexing - Igal StolpnerIgal Stolpner
The document discusses the benefits of app indexing and deep linking for mobile apps. It notes that app indexing allows apps to be accessible from search results for individual app screens, benefiting user experience and discoverability. Deep linking is required for app indexing but can also stand alone. The document argues that apps provide a better user experience than mobile web for content-heavy apps where users need live updates, like financial apps. Implementing deep linking and app indexing for a financial app led to increased user engagement and retention as well as search traffic and installs. Coordination is required between development teams to implement app indexing successfully.
Similar to SearchLove San Diego 2017 | Emily Grossman | The New Mobile (20)
SearchLove London 2019 - Will Critchlow - Misunderstood Concepts at the Heart...Distilled
The basics of SEO are technical accessibility, relevance, quality, and authority. Or: can it be crawled, does it meet a keyword need, and is it trustworthy? In each of these areas, we need to build on solid foundational understanding, and find the areas where advanced understanding will give us an edge. Will’s recent research has shown common gaps in understanding, and highlighted interesting advanced topics. In this wide-ranging session, he guarantees you’ll learn something, and you’ll come away with training guidelines for the basics.
SearchLove London 2019 - Stacey MacNaught - Actioning Search Intent: What to ...Distilled
Search Intent analysis can give us a ton of really insightful data. But what do we do with it all? In this session, Stacey talks us through using data acquired through Search Intent to create revenue and traffic driving assets on your website. She'll share practical examples of using this data to win back previously lost rankings and generate more ££ through organic search.
International SEO is difficult at the best of times. Maintaining and, hopefully, growing organic search traffic through phased re-architecture and migration of multinational and multilingual organizations is even more complex. Together we’ll look at specific challenges and opportunities from recent complex project examples.
SearchLove London 2019 - Dr. Pete Meyers - Scaling Keyword Research: More Isn...Distilled
Traditional keyword research has been a numbers game, but as SEO evolves, more is no longer better. SEO in 2020 will require deep keyword insight, including understanding brand influence, search intent, synonyms, and content. Findings from enterprise case studies suggest better ways to approach keyword research at scale.
SearchLoveLondon 2019 - Faisal Anderson - Spying on Google: Using Log File An...Distilled
This document discusses how analyzing website log files can provide insights into how a site is crawled by Google and reveal opportunities to improve search engine optimization. It recommends asking hosting providers about log file access and server setup. Excel and log file analysis tools are presented as options for analyzing log files. Specific metrics that can be analyzed include the most and least crawled pages, crawl frequency by depth and internal links, low-value URLs wasting crawl budget, and server response errors by page that could impact site health.
SearchLove London 2019 - Rory Truesdale - Using the SERPs to Know Your AudienceDistilled
It’s easy to get swept away by monthly search volume and to forget that behind every search there is a person with a specific motivation and set of needs to fulfil. This talk will look at how you can use Google’s algorithmic rewriting of the SERPs to help you identify those motivations so you can effectively optimise for intent and query context to improve the ranking performance of your landing pages. This talk will also help you understand how you can use this information to create more tailored online experiences for your prospective customers and how the same workflows can be applied for more general business intelligence insights.
SearchLove London 2019 - Rand Fishkin - The Search Landscape in 2019Distilled
In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.
SearchLove London 2019 - Jes Scholtz - Giving Robots an All Access PassDistilled
The document discusses a bouncer trying to impress at their job. In a few short sentences, it touches on a bouncer attempting to appear authoritative and intimidating to patrons at a venue in order to effectively do their job of monitoring access and ensuring safety.
SearchLove London 2019 - Heather Physioc - Building a Discoverability PowerhouseDistilled
Search is a channel that can’t live in a silo. In order to be its most effective, search teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings of merging an organic, paid and performance content team into one Discoverability group. Find out how we went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from our mistakes and wins as you apply the principles in your own company.
SearchLove London 2019 - Andi Jarvis - The Science of PersuasionDistilled
Scientists have been studying how the brain works to try and unlock its secrets for hundreds of years. Since the emergence of marketing in the 1950s, many people have focused on how the brain affects our buying behaviour. In this presentation, Andi will breakdown the research and give you some tips that can improve your conversion rates.
SearchLove London 2019 - Luke Carthy - Finding Powerful CRO and UX Opportunit...Distilled
An SEO crawler is a staple tool in any SEO pro's toolkit, but have you ever considered using such a tool to seek out powerful CRO opportunities? Luke is an out and out ecommerce expert who'll be sharing tips and takeaways on how to leverage custom extraction with an SEO crawler to improve ecommerce conversion rates and enhance UX.
SearchLove London 2019 - Greg Gifford - Doc Brown's Plutonium-powered Local S...Distilled
With the assistance of Doc Brown, Greg's back from the future with a detailed playbook for Local SEO in 2020. If you're working with a business with a physical location or that serves customers in a particular geographic area, this presentation will outline exactly what you need to do if you want more visibility in local searches in 2020. Learn how Local SEO is different, how to write and optimize content, how to build local links, how to make a better first impression with Google My Business, and how to rock your customer reviews. You'll learn everything you need to know to help your business stand out from competitors and attract more customers in 2020.
SearchLove London 2019 - Sarah Gurbach - Using Qualitative Data to Make Human...Distilled
Sarah will be presenting a variety of ways that search marketers can acquire and analyze qualitative data to compliment ever-present quantitative data. These methods include customer interviews, on-site recordings, tools and polls and surveys. She'll be showing you how to process all this data and will provide real-life examples of how this has been used with previous clients.
SearchLove London 2019 - Marie Haynes - Practical Tips for Improving E-A-TDistilled
By now you have likely heard of Expertise, Authoritativeness and Trust and its importance in Google's algorithms. But how do we improve a site's E-A-T? This talk will give real life examples of sites that made changes to their E-A-T and saw traffic increases shortly afterwards. The goal is to send you away with a list of things you can accomplish to help improve in this area.
SearchLove Boston 2019 - Rand Fishkin - Building Influence in 2019Distilled
The document discusses major shifts impacting search, social media, content and advertising. It notes that search demand on Google has plateaued due to various factors like voice search cannibalizing queries and Google getting better at solving searches with one query. Alternatives like Facebook, Amazon and YouTube are also taking some market share. The document provides recommendations for marketers to focus on branded demand generation, control their brand with on-search engine optimization, leverage social media engagement streaks, and focus search engine optimization on longer tail keywords.
SearchLove Boston 2019 - Courtney Cox Wakefield - Voice Search and Instant An...Distilled
The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.The introduction of voice answers and featured snippets requires significant time investment for SEO teams that are already struggling to keep up with expanding scope. This session will help digital marketers scale their instant answer research and optimization to get quick results without stretching contributors too thin.
SearchLove Boston 2019 - Tom Anthony - Search in 2020: Technologies That Will...Distilled
Signed exchanges? ITP? SEO is a constantly updating discipline, and to succeed we have to understand the technologies the web is running on. The current pace of change is high and there are a wealth of changes that are going to impact how we do effective SEO. Signed Exchanges mean Google can serve pages from your domain from their servers. Intelligent Tracking Prevention means that your analytics are about to be transformed. Googlebot updates may increase the pressure to adopt new web technologies to compete. In this session Tom is going to outline some of the important changes, help you understand what they mean for your SEO efforts, and show you how you can prepare.
SearchLove Boston 2019 - Derek Gleason - Benchmarking Success for Client Site...Distilled
The document discusses various methods for benchmarking and measuring the performance of content, including creating a quartile dashboard to compare performance metrics to peers, using change-point analysis to identify growth periods and top performers, tracking brand search volume to measure progress towards goals, and calculating values like LAR (links above replacement) to control for differences in site strength. The key is developing a valid, relative and sustainable way to evaluate content beyond just individual metrics or shares to inform strategy and identify what drives the most engagement.
SearchLove Boston 2019 - Kameron Jenkins - The Modern Search Writer’s ToolkitDistilled
A few minutes in your favorite keyword research tool, a few minutes reading top results in Google, and a few hours drafting... that post will perform, right? Not so fast. The landscape is more saturated and algorithms are more mature than ever before. We need to think bigger. In this talk, Kameron will share what tools are in her “full-stack writer” toolkit along with clear examples of what this looks like put into practice.
SearchLove Boston 2019 - Joy Hawkins - 10 Ways to Get Results with Local SEODistilled
In this session, Joy will be going through various case studies of real clients and highlighting what exactly she did to improve their Local SEO results and what the impact was.
In today's digital age, German auto repair shops can leverage digital marketing to enhance visibility, engage customers through personalized interactions, and reach targeted demographics effectively. By optimizing online presence, managing reputation, and analyzing performance data, shops can achieve cost-efficient growth and competitive advantage in the market.
Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
In our rapidly evolving digital landscape, yesterday's strategies simply won't suffice. Join us for a groundbreaking session on revenue based marketing where we'll explore cutting-edge approaches and the latest strategies that can supercharge your digital marketing plans. Discover how to leverage performance-based PR, influencer marketing, and affiliate marketing to drive revenue, optimize your campaigns, and achieve measurable results. We'll dive into effective methods for building brand awareness, cultivating deep engagement, driving conversions, and fostering lasting customer loyalty. Prepare to gain fresh ideas, valuable insights, and innovative methodologies designed to elevate your digital marketing efforts to new heights. Don't miss this opportunity to transform your strategy and stay ahead of the curve!
Key Takeaways:
1. Advanced Revenue-Driven Strategies: Learn how performance-based PR, influencer marketing, and affiliate marketing can drive revenue and optimize your marketing efforts.
2. Building and Engaging Your Audience: Discover effective methods for increasing brand awareness and cultivating deep engagement with your target audience.
3. Driving Conversions and Loyalty: Gain insights into strategies for driving conversions and fostering lasting customer loyalty to sustain your brand's growth.
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
Fostanak dresses are crafted to make every woman feel like a queen, exuding confidence and embracing her unique beauty. Whether you're attending a special occasion or seeking everyday elegance, Fostanak offers a dress that captures your individuality and celebrates your femininity
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, Cpanel Management
DPBOSS|INDIAN MATKA|MATKA 420|TARA MATKA|MATKA GUESSING|MATKA BOSS|BOSS MATKA|SATTA MATKA|JODI|TODAY FREE GAME|FREE JODI|TODAY RESULT KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME | MATKA WAPKA | ALL MATKA RESULT LIVE ONLINE | MATKA RESULT | KALYAN MATKA RESULT | DPBOSS MATKA 143 | MAIN MATKA KALYAN MATKA | MATKA RESULT | KALYAN MATKA TIPS | SATTA MATKA | MATKA.COM | MATKA PANA JODI TODAY | BATTA SATKA | MATKA PATTI JODI NUMBER | MATKA RESULTS | MATKA CHART | MATKA JODI | SATTA COM | FULL RATE GAME | MATKA GAME
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Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
2. #SearchLove @goutaste
If your plans don’t
include mobile, your
plans are not finished.
Wendy Clark, Coca-Cola
Meet your customers
in the environment
of their choice, not
where it's convenient
for you.
Cyndie Shaffstall
Mobile is becoming not only the
new digital hub but also the bridge
to the physical world.
Thomas Husson, Forrester
Mobile is the enabling
centerpiece of digital
convergence.
Tomi T Ahonen
More Google
searches take place
on mobile devices
than on computers.
Google
If you’re not using
mobile…don’t worry -
your competitors are
already using it and are
getting those customers
instead.
Jamie Turner,
60SecondMarketer
The adoption rate of mobile is twice
that of the internet.
Emma Crowe, Somo
The smartphone is
the key marketing
battleground of
2016.
Andrew Smith,
Director at Escherman
11. #SearchLove @goutaste
Old Model of
Thinking:
“Web VS. Apps”
OLD: Web vs. Apps
@paul_kinlan paul.kinlan.me/the-headless-web/
“Should I build
an app or a
website?”
12. #SearchLove @goutaste
OLD: Web vs. Apps
Engaging,ImmersiveExperiences
Potential Reach
APPS
WEB
Native Features Made Apps More Engaging
Web Features Made Sites More Discoverable
13. #SearchLove @goutaste
A Web of Apps – App Indexing
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
firebase.google.com/docs/app-indexing/ *App Icons Only on Android
14. #SearchLove @goutaste
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
http://www.cc.com/shows/the-daily-
show-with-trevor-noah
comedy-central://example-deep-link-to-
daily-show
Example deep links:
A Web of Apps – Deep Linking
15. #SearchLove @goutaste
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
A Web of Apps – ‘Instant Apps’
developer.android.com/topic/instant-apps/index.html
16. #SearchLove @goutaste
New: A Web of Apps & App-Like Websites
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
Engaging,ImmersiveExperiences
Potential Reach
APPS Deep
Links
WEB
23. #SearchLove @goutaste
The App-Like Web: What is a ‘PWA’?
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
@suzzicks
HTTPS Mobile
Friendly
Website
Service
Worker
Web App
Manifest
=+
Progressive Web
App
bit.ly/cindy-mozcon-2016
24. #SearchLove @goutaste
“Service Workers can give
users the best of both [app &
web] worlds:
A middle ground letting you
choose how and when the site
should be integrated deeper into
the device.”
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
@paul_kinlan paul.kinlan.me/slice-the-web/
25. #SearchLove @goutaste
The App-Like Web – Service Workers
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
Service Workers are so powerful, that browsers wont let you use it without encryption
HTTPS REQUIRED
26. #SearchLove @goutaste
New: A Web of Apps & App-Like Websites
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
@paul_kinlan paul.kinlan.me/the-headless-web/
27. #SearchLove @goutaste
New: A Web of Apps & App-Like Websites
NEW: Web of Apps & App-Like WebOLD: Web vs. Apps
Engaging,ImmersiveExperiences
Potential Reach
APPS Deep
Links
WEB
PWA
28. #SearchLove @goutaste
“Prepare for a time when no
one ever visits your website.
Awareness, research, and
conversion will all happen in
the search results…”
-- David Mihm
FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps
bit.ly/david-mihm-2017
32. #SearchLove @goutaste
Get Better at Being a Data Source:
Structured Data (Schema)
FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps
33. #SearchLove @goutaste
Get Better at Being a Data Source:
Structured Data Formatting
FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps
moz.com/blog/json-ld-for-beginners
34. #SearchLove @goutaste
Structured Data Immediate SEO Benefits
FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps
developers.google.com/search/docs/data-types/books
35. #SearchLove @goutaste
Get Better at Being a Data Source:
APIs
FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps
42. #SearchLove @goutaste
Check Your Loading Optimization
OLD: Loading Optimization
testmysite.thinkwithgoogle.com
These are
the basics
we all still
get wrong
45. #SearchLove @goutaste
OLD: Loading Optimization
bit.ly/mobile-speed2 from
We Want Faster Sites, But We’re Also
Shipping More JS Than Ever
@samccone bit.ly/rel-preload-demo
48. #SearchLove @goutaste
OLD: Loading Optimization
Tools That Help With Critical Path Rendering
@ipullrank moz.com/blog/the-technical-seo-renaissance
Chrome Dev Tools
51. #SearchLove @goutaste
NEW: Progressive EnhancementOLD: Loading Optimization
An escalator can never break, it
can only become stairs. There
would never be an ‘escalator
temporarily out of order’ sign, only
an ‘escalator temporarily stairs.
Sorry for the convenience.’-- Mitch Hedberg
52. #SearchLove @goutaste
How Service Workers Can Help Optimize Repeat Visits
NEW: Progressive EnhancementOLD: Loading Optimization
medium.com/@addyosmani/progressive-web-apps-with-react-js-part-3-offline-
support-and-network-resilience-c84db889162c#.jtl0ooqu2
54. #SearchLove @goutaste
Service Workers Wont Help Everywhere… But
Remember They’re Enhancements
NEW: Progressive EnhancementOLD: Loading Optimization
‘Progressive Web App
Temporarily Functional Website
on Safari.
Sorry for the convenience.’
56. #SearchLove @goutaste
NEW: Progressive EnhancementOLD: Loading Optimization
ipullrank.com/how-i-sped-up-my-site-68-percent-with-one-line-of-code/
Be 99% sure! Prerender will load ALL of
the assets for the page. If you are
wrong, this can waste battery and
bandwidth from your mobile users.
Good use cases (near certainty on click):
• Next page in paginated article
• “Logged in” page from Login Page
Browser Assists
<link rel="prerender" href="http://example.com/page">
<link rel=”prerender prefetch” href=”http://www.example.com/page”>
57. #SearchLove @goutaste@benedictevans
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
We’re Halfway to Connecting Everyone
5.5bn people over 14 years old, close to 5bn with mobile phones, ~2.5bn smartphones
Future: Network Optimization &
Offline Functionality
58. #SearchLove @goutaste
The average mobile user is not on a $600+ phone & over
half of active Android users have 1 GB or less in Ram
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
Future: Network Optimization &
Offline Functionality
WATCH: bit.ly/progressive-performance
59. #SearchLove @goutaste
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
Image: kinsta.com/learn/what-is-http2/#goal_of_creating_http2
WE ARE HERE
YOUR AUDIENCE
MAY BE HERE
Understanding Network Connection Variability
Treat the Network as an Enhancement
60. #SearchLove @goutaste
Understand Network Connection Variability
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
Read: bit.ly/http2-intro
Image: kinsta.com/learn/what-is-http2/#goal_of_creating_http2
HTTP/2 enables full request & response multiplexing
HTTP/2 will be critical in connecting the next billion
61. #SearchLove @goutaste
• Prefetch & Prerender speed up your next navigation
• Preload speeds up the current one
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
• Pre-load can specify the download “as” =
• "script",
• "style",
• "image",
• "media",
• "document”
bit.ly/what-is-rel-preload
Optimize Network Requests
HTTP/2 + PreLoad = Moves the ‘start download’ time of a critical asset closer to initial request
64. #SearchLove @goutaste
Understand Network Connection Variability
Service Workers Help Optimize for Network Connectivity
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
@pierrefar deliberatedigital.com/mobile-seo
65. #SearchLove @goutaste
Service Workers
Can Even Give
Websites Offline
Functionality
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
66. #SearchLove @goutaste
Service Workers Can Even Give
Websites Offline Functionality
FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization
69. #SearchLove @goutaste
OLD: Mobile-specific Data
Google
Analytics -
Default
Google
Analytics -
Devices
Google
Analytics -
Browsers
Usually
social app
browsers
“How Are We
Serving Our Mobile
Users When They
Land Here?”
73. #SearchLove @goutaste
Which of These Devices Are ‘Mobile’?
OLD: Mobile-specific Data
All of these have a big screen, keyboard, and roughly the same performance – What is
the difference between them?
Lumia
Screen +
Keyboard
iPad Pro
Surface
Pro
MacBook
@benedictevans
77. #SearchLove @goutaste
NEW: Recovering Dark DataOLD: Mobile-specific Data
Cross-Browser Attribution is Getting
More Realistic…
arstechnica.com/security/2017/02/now-sites-can-fingerprint-you-online-even-when-
you-use-multiple-browsers/
“Now sites can
fingerprint you
online even
when you use
multiple
browsers”
78. #SearchLove @goutaste
NEW: Recovering Dark DataOLD: Mobile-specific Data
…But Cross-Device Attribution is Still Crazy
Hard (Especially Between Native Apps & Web)
Signed-In Users are usually our best shot at accurate attribution here
79. #SearchLove @goutaste
NEW: Recovering Dark DataOLD: Mobile-specific Data
Rankings Tracking on Mobile Today Is Near Pointless
@ipullrank moz.com/blog/the-technical-seo-renaissance
80. #SearchLove @goutaste
FUTURE: Beyond the BrowserNEW: Recovering Dark DataOLD: Mobile-specific Data
How Do You Record Offline “Traffic”?
bit.ly/track-offline
81. #SearchLove @goutaste
FUTURE: Beyond the BrowserNEW: Recovering Dark DataOLD: Mobile-specific Data
What About Push Notification Behaviors?
bit.ly/GA-push-tracking
82. #SearchLove @goutaste
Track your mobile
segments…
Yes, still do the
basics…
pass the Mobile
Friendly Test
Compress and
minify your
resources
(images, JS…)
83. #SearchLove @goutaste
Pay attention to
Service Workers
and new
performance
techniques
…but also start to build
the foundations for
what’s coming next.
HTTPS is tables stakes
for a lot of the future
Build out your
platform &
prepare to be
UI-Agnostic
Track your mobile
segments…
Yes, still do the
basics…
pass the Mobile
Friendly Test
Compress and
minify your
resources
(images, JS…)
Figure out how we’re going to track
it all outside a traditional browser
84. #SearchLove @goutaste
Pay attention to
Service Workers
and new
performance
techniques
…but also start to build
the foundations for
what’s coming next.
HTTPS is tables stakes
for a lot of the future
Build out your
platform &
prepare to be
UI-Agnostic
Be less REactive – be more PROactive
& let’s make the mobile world a better
place!
Track your mobile
segments…
Yes, still do the
basics…
pass the Mobile
Friendly Test
Compress and
minify your
resources
(images, JS…)
Figure out how we’re going to track
it all outside a traditional browser
Most mobile sessions start with a bunch ot stats and quotes like this – quotes to convince you that movile is growing.
But I’m calling shenannigans on this. Mobile has already won.
In fact, it’s old new that it’s won. Can anyone guess when Eric Schmidt said this? It was 2014. That was 3 years ago!
So let’s stop thinking of mobile as something you need to be sold on, and start thinking about what this actually means.
It helps to look at mobile in the context of an S-curve, starting from new innovation and moving up in this snake-like pattern until it levels out more around maturity
To take mobile seriously is to know that we’re already in the 2nd half of this S-curve.
We’ve actually moved past PCs and are heading to 5 billion users, which means we’re beyond the creation state – we’re moving into deployment.
So the issues that matter in mobile marketing are changing. The issues that matter in mobile marketing are changing.
Today, instead of just listing off tactics and google guidelines, I want to show you how these issues are changing, so that we can develop more pro-active strategies for the changing tide.
And I’ve brough 3 issues with me today:
Mobile platform
Mobile Performance
Mobile Analytics
For each one we’re going to talk about effective strategies for the old context, the new context, and for the future
Let’s start with mobile platform
When mobile was in its infancy, the classic platform question was: “should I build a mobile app or a mobile website.” and you can see why in this chart. The features, the capabilities of each platform were almost entirely different.
Where one struggled, the other excelled. Native apps lent themselves to engaging experiences, but you had to download them, and even after you downloaded them, you’d have to start from the home screen, so they struggled with reach.
Conversely, websites were great at reaching people but couldn’t integrate more deeply with the mobile device
But over the last few years, this has changed. Google introduced app indexing, which allows people to access content inside installed apps from Google Search – they can click a search result and land on that content in the app without them having to navigate from the home screen
This was made possible by a process called deep linking – which allowed app developers to assign specific URLs that could open specific app screens. So even without google search, native apps were finally capable of content sharing in ways that were previously only available to websites.
Google has even previewed the potential of where this could lead with the launch of “instant apps” – which would expand the functionality of deep links beyond just apps that are installed, so people can access un-installed app content, just like they would on the web.
So this has been rightfully exciting – and I’ve spent a large chunk of the last two years helping companies do this. It isn’t entirely easy by any means, but for businesses who had already invested in making their native apps their best digital experience, it was worth it.
But at the same time, the mobile web was also changing.
Watch this.
Who knew you could have push notifications for your website? How about this?
But meanwhile, the web was growing, too…
So apps got linking. But the mobile web got push notifications, installing, launching from the home screen, and browserless interfaces.
What makes all of that new functionality possible? A new-ish platform called “progressive web apps” – they’re similar to mobile friendly websites but they add two important supporting technologies – an app manifest that holds information about your website, and something called a service worker.
Now the “Service Worker” is really a critically powerful piece of tech. It is what enables the website to transition from a stand alone in-the-browser state to an app that is fully integrated with the device, more like something native.
Here’s how it works. When your website supports a registered service worker, it can act as an intermediary between the website and the server, so it can fetch resources fro the server.
A service worker is a script that stands between your website and the network, giving you, among other things, the ability to intercept network requests and respond to them in different ways.
enables parts of our JavaScript to act as a proxy between the browser and the server, intercepting and managing requests and responses, and storing or retreiving files from cache.
https://developers.google.com/web/fundamentals/getting-started/primers/service-workers
Things to note about a service worker:
It's a JavaScript Worker, so it can't access the DOM directly. Instead, a service worker can communicate with the pages it controls by responding to messages sent via the postMessage interface, and those pages can manipulate the DOM if needed.
Service worker is a programmable network proxy, allowing you to control how network requests from your page are handled.
It's terminated when not in use, and restarted when it's next needed, so you cannot rely on global state within a service worker's onfetch and onmessage handlers. If there is information that you need to persist and reuse across restarts, service workers do have access to the IndexedDB API.
Service workers make extensive use of promises, so if you're new to promises, then you should stop reading this and check out Promises, an introduction.
We can use service workers:
To make sites work faster and/or offline using network intercepting
As a basis for other ‘background’ features such as push messaging and background synchronization
So thanks to service workers as well as other new development in the mobile web, we ended 2016 in a place where websites and apps converged in capabilities that once used to function differently.
So the question of 2017 is not, should I build an app or a mobile website, but rather, do I invest in making a native app better at reach, or making my website more deeply engaging?
And the answer is YES.
As we look to the future, a lot of these questions obscure even further.
I love this David Mihm quote.
[read]
And with all my respect to David Mihm, this prediction is kind of cheating. Because for some verticals…
http://tidings.com/vault/predictions-2017-part-one.html
We’re already there. Look at this experience. You can book a table on open table without ever hitting open table’s specific website or app.
Which means that opentable could give 2 shits about their traffic growth. They don’t need taffic to make money.
Success can also look like this. So how do you prepare to optimize for a world where your UI might be irrelevant?
An easy way to get started while leveraging your current web platform is through structured data. Structured data allows you to add markup to your website so that your data can be easily ingested by another database.
There are a few ways to format your structured data, but JSON-LD is often the easiest and it’s recommended by Google.
And again, depending on your industry, there may already be special SERP treatment for companies that make their data more easily accessible through schema like this.
https://developers.google.com/search/docs/data-types/tv-movies
https://developers.google.com/search/docs/data-types/recipes
https://developers.google.com/search/docs/data-types/books
Is lyft a native app? A PWA? Could it be a chat bot? Sure! Lyft doesn’t give a shit what the new hot UI looks like because it’s actually an API. The new platform of the future could be slack, or starbucks, and Lyft would still have a business.
Moving on to mobile performance.
Performance matters, and mobile performance matters more. Half of mobile users abandon a site that takes more than 3 seconds to load, and when surveyed, they say they expect the site to take 2.
https://storage.googleapis.com/doubleclick-prod/documents/The_Need_for_Mobile_Speed_-_FINAL.pdf
So it’s no coincidence that the part of Google’s performance framework that gets a mobile icon is “load”.
https://developers.google.com/web/fundamentals/performance/rail
Load times have always been a critical part of performance, even more critical for mobile – it’s not surprise that this is an area that we’ve always tried to optimize, even from the early days
#goals should be:
100 ms response
8ms animate
50ms idle work
1000ms to interactive
And most people start assessing their site performance here – with PageSpeed Insights
https://developers.google.com/speed/pagespeed/insights/
Or the new TestMySite tool. And this is still a very good place to start, because
https://testmysite.thinkwithgoogle.com
We still fuck this shit up. A lot can be done HERE. And many many websites still miss out on these basics. All of this stuff in the box is saying “load less” – “load smaller code files, load smaller image files.”
And you have to be especially if you’re buying a wordpress theme. Some of the prettiest themes are the least performant.
https://themeforest.net/item/skrollex-creative-one-page-parallax/14699984 >> 23 JavaScript libraries and 20 CSS stylesheets
This is wise sage advice – anything that says multi-purpose is likely bloated with stuff you don’t use, but is going to load with your site anyway. IT DOESN’T MATTER IF IT SAYS RESPONSIVE. SLOW IS NOT MOBILE FRIENDLY.
https://themeforest.net/item/skrollex-creative-one-page-parallax/14699984 >> 23 JavaScript libraries and 20 CSS stylesheets
Okay but it’s 2017, we know we have to be fast, but we also want to load our fancy javascript. Apparently a lot of javascript. So after we’ve removed code we don’t need how do we ensure that everything we want to load doesn’t stop our page from loading.
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At the same time as we are trying to minimize and compress our images for faster loading, we’re also trying to build richer and richer experiences. And that means we’re loading more javascript. The problem is that our phones – but especially older phones – have struggled to handle all the JS we want to ship.
So we need to load less code, but we also need to load more code. How do we do this? We optimize for this by loading the right code, at the right time.
we need to load it at the right time, and let the browser do more work for us whenever possible.
So newer performance frameworks still prioritize a fast loading experience, but the also explain how to – eventually – deliver the best possible experience to users who’s devices can handle it.
If you’re seeing this in your audits, it’s time to look at your waterfalls and move the critical JS and CSS code that you need into the critical rendering path.
https://testmysite.thinkwithgoogle.com
Tools like webpage test can help you see which resources are being required when.
http://www.freeperformancesoftware.com/product/webpagetest-org/
And Chrome Dev Tools can also help.
Timeline section of Chrome DevTools
https://moz.com/blog/the-technical-seo-renaissance
But let’s take this concept of critical path rendering one step further, and you get this newer concept of progressive enhancement.
I don’t mean these progressives
The idea of progressive enhancement is that your website should start with the minimum that it needs to function, and then add functionality as more advanced features are available to it, so that those features don’t hurt its performance. The perfect analogy is an escalator.
So our good friends service workers are also a progressive enhancement for performance – when the service worker isn’t installed, the website should still work. But when it is working, boy can it speed things up.
https://developers.google.com/web/updates/2015/11/app-shell
http://caniuse.com/#feat=serviceworkers
http://caniuse.com/#feat=serviceworkers
Okay so we load less code, we load it at the right time, and now we’re going to lean on the browsers for support when they can help us. This is a technique that Mike King has talked about.
https://moz.com/blog/the-technical-seo-renaissance
https://moz.com/blog/the-technical-seo-renaissance
Pre-fetch = OK to guess. Pre-render = better be sure.
Connecting the next billion
The average mobile user is not on a $600+ phone
Over ½ of active Android users have 1 GB or less in Ram
This has REAL performance implications
Don’t just test on a mobile phone – test on a mobile network
The NETWORK is the “enhancement”
Connecting the next billion
The average mobile user is not on a $600+ phone
Over ½ of active Android users have 1 GB or less in Ram
This has REAL performance implications
Don’t just test on a mobile phone – test on a mobile network
The NETWORK is the “enhancement”
Connecting the next billion
The average mobile user is not on a $600+ phone
Over ½ of active Android users have 1 GB or less in Ram
This has REAL performance implications
Don’t just test on a mobile phone – test on a mobile network
The NETWORK is the “enhancement”
Inconsistent network speeds - Understand network connection variability
if you care about those users, you should be treating the network as an enhancement.
Network connection optimization with “pre-load” on http2 for all the dependencies
Inconsistent network speeds - Understand network connection variability
if you care about those users, you should be treating the network as an enhancement.
Network connection optimization with “pre-load” on http2 for all the dependencies
There is now a school of “offline first” development
Intermittent connections don’t need to be a problem
Google Analytics (and Search Console) have gotten a lot better at segmenting mobile.
But you still have to be careful if you use other tools.
And when tools DO segment, you still have to know how they are segmenting. Which devices are ‘mobile’? ‘Tablet’? What counts as a ‘session’?
Defining what is ‘mobile’ keeps getting increasingly hard when everything looks more & more ‘mobile’…
The truth is that segmenting these devices is not always realistic – many people are multi-device, but our data limitations and our insistence on segmenting mobile users can sometimes obscure this