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Mobile Boom - Aaron Weiche
 
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his presentation is from our Search Snippets #9 event titled "Mobile Search" and is a look at the web as it is today via mobile platforms. It shows how explosive mobile search has become in a very ...

his presentation is from our Search Snippets #9 event titled "Mobile Search" and is a look at the web as it is today via mobile platforms. It shows how explosive mobile search has become in a very short time, and where it will be going in the future.

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    Mobile Boom - Aaron Weiche Mobile Boom - Aaron Weiche Presentation Transcript

    • MOBILE BOOM @AaronWeiche
    • 2 @AaronWeiche “You really need to think about mobile. Mobile is much faster than we forecasted.” - Matt Cutts, Google
    • 3 @AaronWeiche Jeff Sauer, 1994
    • 4 @AaronWeiche Good Intentions = Be mobile Bad outcome = It’s just mobile
    • THIS IS NOT YOUR BEST WORK 5 THE MENU IS (BUT SHOULDN’T BE) YOUR MOBILE EXPERIENCE @AaronWeiche “Mobile navigation is like a good friend; there when you need it.” -Brad Frost
    • @AaronWeiche6 MOBILE IS YOUR LIFE
    • 7 @AaronWeiche Research What do I want and from where
    • 8 @AaronWeiche Price Check Compare prices at stores, online, “Showrooming ”
    • 9 @AaronWeiche Review & Opinions Access to customer reviews, social support and proof
    • 10 @AaronWeiche Transaction Buy online, buy in-store, the phone becomes the wallet
    • @AaronWeiche11 THE RIGHT PIECES
    • 12 @AaronWeiche
    • 13 @AaronWeiche YOUR CAN DO MORE HARM IN THE PITFALLS OF TECHNICAL, STRUCTURE AND EXPERIENCE. KILLER STRATEGY TECHNICAL AND MOBILE STRUCTURE PITFALLS
    • 14 @AaronWeiche TECHNICAL AND MOBILE STRUCTURE PITFALLS Technical: Responsive, Dynamic, Canonical, URLs, Googlebot- Mobile Access, Speed Mobile User Experience Content
    • 15 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.
    • 16 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
    • 17 THINK UP, NOT DOWN @AaronWeiche MOBILE FIRST
    • 18 @AaronWeiche
    • 19 @AaronWeiche 1- Top 2- Sidebar 1- Top 2- Sidebar
    • 20 @AaronWeiche OK Better
    • 21 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”
    • 22 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
    • 23 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
    • 24 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
    • 25 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
    • 26 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
    • 27 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
    • 28 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
    • @AaronWeiche29 MOBILE TOOLS
    • 30 @AaronWeiche
    • 31 @AaronWeiche Screensiz.es
    • 32 @AaronWeiche Mobile & Local GA Dashboard http://goo.gl/nq6x9j
    • 33 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 YOU AARON WEICHE @AARONWEICHE WWW.LINKEDIN.COM/IN/AARONWEICHE SPYDERTRAP.COM/BLOG & AARONWEICHE.COM