Mobile Boom - Aaron Weiche
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Transcript of 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
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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
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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
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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