SearchLove London | Will Critchlow, 'The Threat of Mobile'
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THE THREAT OF MOBILE
Transcript of SearchLove London | Will Critchlow, 'The Threat of Mobile'
THE THREAT OF MOBILE
FACEBOOK IS LOSING USERS
Source: Benedict Evans
IN FACT NO-ONE IS FARING WELL
-2%+0.25% -6%
Source: Marketing Charts
EVEN SEARCH VOLUMES ARE DECLINING
Source: AJ Kohn
WE’RE DOOMED
brought to you by...
THE THREAT OF MOBILE
WILL CRITCHLOW - SEARCHLOVE
WHY “THREAT”?ADD MOBILE BACK IN AND ALL’S
WELL, SURELY?
IT’S HARD TO GRASP HOW FAST IT’S GROWING
THE IPOD REVOLUTIONISED AN INDUSTRY
Source: Business Insider
THE IPHONE MAKES IT LOOK SLOW
Source: Business Insider
THEN CAME THE IPAD
Source: Business Insider
WOW. ANDROID
Source: Business Insider
AND IT KEEPS GOING
Source: Business Insider
Source: Benedict Evans
THE SCALE IS HARD TO GRASP
FOLLOW:@BenedictEvans
NOT ONLY THAT BUT FOR THE FIRST TIME...
IT’S CANNIBALISING DESKTOP
Source: AJ Kohn
Tablet:30-75% of desktop
Mobile:15-45% of desktop
Source: Distilled
… AND CONVERSION RATES SEEM LOW
Source: Google
BUT WE STRUGGLE TO MEASURE WELL
SO WHAT SHOULD WE DO?
Source: The Search Agency
AMAZINGLY, MANY ARE NOT EVEN MOBILE FRIENDLY
BUT THAT’S NOT ENOUGH
EMAIL MARKETING ISMOBILE MARKETING
Source: Distilled analytics and MailChimp
CONTENT MARKETING ISMOBILE MARKETING
Source: Recent B2B Distilled campaign
Source: Benedict Evans
IN PART BECAUSE FACEBOOK’S GROWTH IS MOBILE
WHAT DOES CONTENT MARKETING LOOK LIKE
“MOBILE FIRST”?
Don’t build things differently.Build different things.
THIS IS A CREATIVE PIECE WE MADE
THIS VIEW IS AT LEAST AS IMPORTANT
Quick tip:Right-click → inspect element. Click on mobile icon
You can choose a device and speed filters, try out touch responses and more
LET ME EXPLAIN WITH A COUNTER-EXAMPLE
Remember this?
IT WAS MADE IN 2012So this isn’t so bad
THE ANSWER IS NOT A RESPONSIVE ANIMATION
NO.PROBABLY STILL NOT THE ANSWER
Don’t build things differently.Build different things.
THIS IS MORE IMPORTANT THAN IT SEEMS
LET’S LOOK AT A VIRAL LOOP
LOSING 50% MOBILE SHARERS HALVES K
MAY NOT HALVE YOUR TRAFFIC
MIGHT LOSE ALMOST ALL OF IT
HOW DO YOU MAKE GREAT THINGS?
SimpleUnexpectedConcreteCredibleEmotionalStories
MADE TO STICK
SimpleUnexpectedConcreteCredibleEmotional
Suitable - for your mediumStories
MADE TO STICK
SimpleUnexpectedConcreteCredibleEmotional
Suitable - for your medium mobileStories
MADE TO STICK
● Less copy● Lightweight technologies● Mobile-first user testing
IN SHORT
You build different things when you truly think
MOBILE FIRST
GOOGLE IDENTIFIED THIS THREAT
AND THE OPPORTUNITY
Source: emarketer
ALMOST ALL THE MOBILE MONEY GOES TO...
THERE WILL BE MORE MOBILE SEARCH QUERIES
THAN DESKTOP
THIS YEAR
Source: emarketer
MORE THAN HALF GOOGLE’S REVENUE IN 2016?
SEE SEARCHENGINELAND FOR MORE
Source: searchengineland
HERE’S WHAT THEY’RE DOING ABOUT IT
Jon WileyLead Designer for Google Search - talking on G+
Towards the end of last year we launched some pretty big design
improvements for search on mobile and tablet devices
Jon WileyLead Designer for Google Search - talking on G+
Today we've carried over several of those changes to the
desktop experience.
Jon WileyLead Designer for Google Search - talking on G+
carried over…to the desktop
MEANWHILE: SNEAK OS ONTO 1BN+ DEVICESApple, Microsoft
THEN USE IT TO RUN APPS EVERYWHEREEVEN THE DESKTOP
APP STORE SEARCH SUCKS
NO REAL LONG-TAIL
HARD TO INDEX
NO GOOD RANKING FACTORS
-- Benedict Evansben-evans.com
MOBILE IS PRE-PAGERANK
FOLLOW:@BenedictEvans
BUT THERE IS ALL KINDS OF VISIBILITY ON OFFER
(From Justin’s excellent presentation)
Source: Slideshare
GET BASIC (ANDROID)APP INDEXING
<activity android:name="com.example.android.GizmosActivity" android:label="@string/title_gizmos" > <intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> <!-- Accepts URIs that begin with "example://gizmos” --> <data android:scheme="example" android:host="gizmos" /> <!-- Accepts URIs that begin with "http://www.example.com/gizmos” --> <data android:scheme="http" android:host="www.example.com" android:pathPrefix="gizmos" /> </intent-filter></activity>
ENABLE DEEP LINKS
Source: Google
<head> <link rel="alternate" href="android-app://com.example.android/example/gizmos" /></head>
ADD REL=ALTERNATE (or Schema or Sitemap)
Source: Google
-- app indexing guidelines
...the First Click Free experience must be provided even when the
app has never been launched nor a user logged in.
AppIndex.AppIndexApi.view(mClient, this, APP_URI, TITLE, WEB_URL, outlinks)
MORE ADVANCED: APP INDEXING API
Source: Google
WAIT. GOOGLEBOT CRAWLS YOUR APP?Well, no. Not as far as I can tell. Despite what the documentation says.
IT’S USING USERS’ ACTIVITY TO INDEXWhich has all kinds of interesting implications for desktop
BUT!THIS ONLY WORKS ON
ANDROID
THIS CAN ONLY WORK ON ANDROID
NEITHER PLATFORM EXPOSES INSTALLED APPS TO BROWSERS
On Android:Google ties your logged-in search to your Play Store account to know what
apps you have installed and serves you a different set of results.
WHAT HAPPENS ON iOS?
CURRENTLY:ONLY SEARCHES TITLES AND DESCRIPTIONS OF APPS
Source: MobileDevHQ
COMING SOON:THE REAL WORLD
AHA!
URLsFOR EVERYTHING
WATCH: THE INDUSTRIAL INTERNET
FINAL THOUGHTS
1. FOLLOW:@BenedictEvans
2. Don’t build things differently.Build different things.
THANK YOU@WillCritchlow
http://www.flickr.com/photos/96dpi/3411475962http://www.flickr.com/photos/sashomasho/357375770http://www.flickr.com/photos/candescence/6195928488https://www.apple.com/pr/library/2014/09/09Apple-Announces-Apple-Pay.html http://news.shazam.com/latest_media http://www.flickr.com/photos/johanl/4585763335http://www.flickr.com/photos/mrseb/5600794479http://www.flickr.com/photos/mikeyphillips/9526809679http://www.flickr.com/photos/adrianaskew/6918664049http://www.flickr.com/photos/mayprodrigo/7602162856http://www.flickr.com/photos/itupictures/10945347666http://www.flickr.com/photos/yourdon/3800049577/
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