mobile boom - aaron weiche

MOBILE BOOM @AaronWeiche

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“You really need to think about mobile. Mobile is much faster than we forecasted.”

- Matt Cutts, Google

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Jeff Sauer, 1994

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Good Intentions = Be mobile

Bad outcome = It’s just mobile

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THIS IS NOT YOUR BEST WORKTHE MENU IS (BUT SHOULDN’T BE) YOUR MOBILE EXPERIENCE

@AaronWeiche

“Mobile navigation is like a good friend; there

when you need it.” -Brad Frost

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MOBILE IS YOUR LIFE

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ResearchWhat do I want and from where

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Price CheckCompare prices at stores,

online, “Showrooming”

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Review & OpinionsAccess to customer reviews, social

support and proof

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TransactionBuy online, buy in-store, the phone becomes the wallet

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THE RIGHT PIECES

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YOUR CAN DO MORE HARM IN THE

PITFALLS OF TECHNICAL,

STRUCTURE AND EXPERIENCE.

KILLER STRATEGY

TECHNICAL AND MOBILE

STRUCTURE PITFALLS

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TECHNICAL AND MOBILE

STRUCTURE PITFALLS

Technical: Responsive, Dynamic, Canonical, URLs, Googlebot- Mobile Access, Speed

Mobile User Experience

Content

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MOBILE SITE APPROACH

@AaronWeiche

TECHNICAL

Responsive Web Design

BostonGlobe.com

Ebags.com

Mashable.com

Parallel Mobile

Amazon.com

Ebay.com

Dynamic Mobile

CNN.com

Lululemon.com

Zillow.com

m.

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RWD

@AaronWeiche

RESPONSIVE WEB DESIGN

Uses CSS3 Media Queries to look at the device and re-

architect the site and content – use of MAX WIDTH

Build once (Design & CMS) and deploy multiple experiences

– Determine major and minor break points

It’s not a band-aid, so it makes you take the right approach

+ Start with mobile, start with the user

+ Taxonomy and content

There is a good, better, best approach to eliminate issues

Favored by Google and Bing for mobile search best practices

It is NOT a ranking factor

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THINK UP, NOT DOWN

@AaronWeiche

MOBILE FIRST

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1- Top 2- Sidebar1- Top

2- Sidebar

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OK Better

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MOBILE

@AaronWeiche

DYNAMIC

Different HTML/Code on the

same URL as the uses user

agents detection

No need for URL redirection as

you’ll have 1 URL, but you must

update user agent/phone types

Easier for large scale

implementation, it’s more of a

“bolt-on”

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STAND ALONE MOBILE SITES

@AaronWeiche

PARALLEL

Most common at a m. or mobile. subdomain

Complete control over mobile experience

Mobile SEO advantages in META control and mobile

specific content

Load and speed control factors are tighter

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MATT CUTTS @ SMX AND GOOGLE’S BLOG POST ON 6/11/13

@AaronWeiche

BAD MOBILE = BAD SEARCH RANKINGS

Poor mobile URL structure will cost you

User experience on your site will find a way to grow in

importance as a mobile ranking factor, it’s just starting

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AVOID THE SPLIT OF LINKS

@AaronWeiche

ONE URL

Ways to make sure you are not confusing

the search engines:

Use of RWD ensures one URL for all content

If not using RWD for your site, then make

sure you are using the Vary HTTP header to

control duplicates

HTTPS://DEVELOPERS.GOOGLE.COM/WEBMASTERS/SMARTPHONE-SITES/

m.YourSite.com

YourSite.com

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MOBILE CONTENT NEEDS

@AaronWeiche

MOBILE CONTENT TIPS

The WHAT for most mobile sites is nailed,

the WHY is often left out or underserved

Why is it good, better or best, comparison, trust

UNIQUE content is a must, it’s YOUR product/service

Users don’t run out of questions, they run out of

answers

Pro Tip: Track your mobile site search terms to learn

what mobile users want to know – Segment in GA

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IF PROXIMITY MATTERS

@AaronWeiche

MOBILE CONTENT TIPS

Use your web and/or mobile data to find location keywords and intent, build them into your content

• City • Neighborhood • Tourist, conference attendee, unique users

(these may only have situational use)

• Specific landmark “ _____ near / by _____ “

• Example right: “Seattle hotel near Pike Place Market

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NAVIGATION

@AaronWeiche

MOBILE USER EXPERIENCE

Multiple methods to your

destination including FULL SITE

Mobile content FIRST and nav

second

Play into native movements,

menu types, icons

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THINGS TO THINK ABOUT

@AaronWeiche

MOBILE & SEARCH

Allow Googlebot and Googlebot-Mobile to crawl you

assets – CSS, Javascript and images

META titles, mobile displays closer to 50-55 characters

in the SERP

Address speed and performance issues

Stay up on mobile SERPS – What triggers local,

organic and variations, they CONSTANTLY change

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MOBILE TOOLS

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Screensiz.es

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Mobile & Local GA Dashboardhttp://goo.gl/nq6x9j

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CHANGE YOUR APPROACH

@AaronWeiche

TAKEAWAYS

Tomorrow: Identify your pitfalls: link issues, user experience issues (Before

users and search engines do)

2014: Build your “mobile first, user first” DNA, you’re not bleeding down to it you

are building up from it

Beyond: Don’t get too comfortable, this isn’t the final frontier at all

THANK YOUAARON WEICHE

@AARONWEICHE

WWW.LINKEDIN.COM/IN/AARONWEICHE

SPYDERTRAP.COM/BLOG & AARONWEICHE.COM

RETIRED