Why You Must Be Mobile First Now

transcript

Eric Enge @stonetemple www.stonetemple.com

Why You Must be Mobile First NOW!

Who Am I?

Columnist & Contributor

CEO & Founder

60+ person Digital Marketing and SEO agency

Lead Co-Author

1984 World Foosball Champion – “Goalie War”

Eric Enge – Fun Fact

1. Google vs. Facebook

2. Mobile As a Ranking Factor

What Happened With Mobilegeddon?

We Analyzed 15,235 Queries Week of April 17, 2015, and Again on May

18, 2015

Mobile DOES Matter as a Ranking Factor

Google Plans 2nd Rankings Boost for May 2016

3. Rise of Voice Search

“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014

“We get 30 times as many action queries by voice as by

typing.”

“Last year, the number of mobile voice searches more than doubled than the year

before.”Gary IllyesFebruary 11, 2016

4. SPEED

Facebook Instant Articles

Loads “Instantly”

VisualizationFeatures

Scroll Left to Right

Zoom In

Connect to Maps

Key Features

Example of a Gawker News

This Lightning Bolt Indicates an FIA

Example Ad on an Instant Article

Your Ad Platform

Will Run Your Ads

No Revenue Sharing with FB Expected

Analytics

Can Still Run Your Analytics

Integrates Into Your Existing Platform

Proprietary System Running on Facebook Platform

Connects to Your

Infrastructure

Facebook Can Also Run Ads On Your Behalf

Source: Business Insider

Instant Articles Increases Reach on Facebook

Source: Business Insider

Reports of Increased Web Site Referrals Too?

Google’s Accelerated Mobile Pages (AMP)

Open System

Participants Include:• Google• Twitter• Pinterest• Wordpress• The Guardian

Limited HTML/JS Elements Allowed

Limited HTML

Elements

• No Forms• Nearly No JavaScript• Can Only Use AMP Provided

JS Library• All Content is Pre-rendered

Normal Version of

AMP Versions of Same Page

AMP Impact on Page Size

Source: SmallSEOTools.com

71% Reduction in Page Size

AMP Impact on Page Speed Based on Size Alone

35 Point Improvement in Page Speed

Google Partners Can Cache the Page

This Will Speed Up the Page

Even Further

How Caching Works

AMP Impact With Caching Included

Implementation Overview

Importance of Speed

Faster Pages ARE a big deal

Continuing Rise of Mobile Devices Only Drives More Demand

Your Competitor Will Do it, Whether or Not You Do

Can’t Ignore the Importance of Mobile Performance

5. Apps

Apps Growing

Much Faster Than Mobile Browser or

Desktop

44% of ALL Digital Media

The Issue with Apps

The Opportunity with Apps

Top 10 mobile apps by US unique visitors, June 2015v

Source: comScore

Facebook

Google

Key Factors

• Gain a Captive Audience• Push Messaging Ability• Learn About User Base• Can You Build Something

that People Will Want to Install and Use?

Should You Build Your Own App?

App Store Optimization

App Store Optimization (ASO) is the Process of Tuning Your App Listings to Increase Your

App Store Ranks, and/or Increase Downloads and

Installed

~60% Via the App Store

Nielsen Numbers

Very Similar

Number of Downloads From the App Store Impacts

Rankings

Strong Correlation

Between Rating and

Ranking Position

Less Correlation

Between Rating and

Ranking Position

(Google Play)

Apple App Store Ranking Factors

Google Play Ranking Factors

Keywords in the Title Tag Matter

Competitive Research

Test and Refinement Process

Use Available tools, such as:

• Appcod.es• App Annie• Sensor Tower

App Deep Linking

App Deep Linking is a Process for Exposing “Pages” in Your

App, so They Can Be Crawled and Indexed by Google

How App Deep Linking Affects Search (iOS)

App Install Button in Google SERPs

App Seeking Query Examples:

• Restaurant finder• Grocery shopping list• Breaking news app

Basics of Implementation

Important Considerations

• Setup Your App to Respond to HTTP Requests• Match up APP URIs with Desktop Pages• Use NoIndex.XML to block indexing of URIs• Avoid App Install Interstitials

5. Design Your Mobile Pages First

If Most of Your Audience is Coming in From Mobile …

Their Screen Looks a Bit Like This, and …

Your Normal Desktop Page Looks Like This, and …

Does it Make Sense to Shove 10 LBS of **** Into a 5 LB bag?

6. Get Mobile First NOW

“… more Google searches take place on mobile devices than on

computers in 10 countries including the US and Japan”

Google: May 5th, 2015

http://adwords.blogspot.com/2015/05/building-for-next-moment.html

75% of the Devices Will be Something

OTHER than a Smartphone, Tablet, or PC

“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014

44% of ALL Digital Media Time Spent on

Facebook Rising

AMP Impact With Caching Included

Why You Must be Mobile First Summary

1. Mobile Searches > Desktop Search

2. Voice Search Will Become Primary Interface

3. More Time Spent in Apps Than Anywhere Else

4. Facebook Rising

5. Demand for Speed Growing Faster Than Ever

You Can Watch Your Competition Pass You By!

Or Leave Them in the Dust!

Eric Engeeenge@stonetemple.com

@stonetemple+Eric Enge

(508) 962-8474www.stonetemple.com

Thank You!