RTOWN - Local Search in a Mobile-First World
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Talk given at SEMPO Vancouver Event - how very important it is for SME’s to have websites that are optimized for all devices.
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RTOWN - Local Search in a Mobile-First World
- 1. • World Traveler (60+ countries) • Unfinished Author • Two-time failed entrepreneur • Intrapreneur: • $0-$4mm in 2 years • $0 - $9mm in 4 years • Purpose Driven (social?) Entrepreneur • Co-Founder, CEO (aka “The Mayor”) of RTOWN Luke Aulin Twitter: @lukeaulin Mayor of
- 2. Agenda What is a Mobile Responsive Website? Why you should care How “listening” is the new (digital) marketing What you can do about it all
- 3. • The same content adapts to screen sizes, no separate mobile site • Be useable on mobile without panning or scrolling • Readable font sizes • Ensure images resize to fit • No Flash objects or scripting that will get blocked on mobile devices. • Quick load times
- 4. Mobile digital media accounts for 51% of internet usage 29% of devices consuming media have vertical screens (smartinsights)
- 5. (SEO Clarity, Unbounce) 70% of browser traffic is coming from smartphones and 40% using a search engine as a starting point Since April 21st (mobilegeddon) non-mobile sites have dropped 35%-50% in mobile search ranking
- 6. 63% of customers are more likely to make a purchase from a site which has user reviews. (iPerceptions, Reevoo) 50 or more reviews per product can mean a 4.6% increase in conversion rates. Do you read online reviews to determine whether a local business is a good business?
- 7. Yelp receives 78.9 million unique mobile visitors per month
- 10. What you can do about it all Get a Mobile Responsive Website! Clean up (and/or claim) your business listings everywhere on the internet Invest in software to help you listen better Hire a company that can do it all for you, pay them on subscription and measure everything that matters to you
Editor's Notes
- This standard creates a better experience for users and prevents duplicate content from different versions of websites. Using a combination of web technologies (HTML5, CSS3, LESS, Javascript) and principals, creating reponsive sites is more important than ever. How search has changed and been impacted heavily by mobile With the trends of browsing and internet experience shifting dramatically towards mobile in recent years, Google has taken action (as of April 21st) to reward mobile friendly, responsive sites. While penalizing non mobile friendly sites in their results. Google’s Goal: Give the people what they want – a great web experience no matter what the device The Criteria: Be useable on mobile without panning or scrolling Ensure images resize to fit No Flash objects or scripting that will get blocked on mobile devices. Quick load times “A 2012 TechCrunch Survey predicted that by 2013, mobile devices would overtake desktop PCs as the dominant global Internet platform, with a projected 1.9 billion users on mobile devices in 2015, compared to “only” 1.6 b PUT ON SLIDE 2 http://www.ugurus.com/responsive-design-definitionillion desktop internet users.”
- Responsive websites are the new benchmark for the modern day internet experience. Simply put responsive means the website adapts its content to match any screen size. The tipping point has passed. Mobile now dominates media consumption.
- How mobile is impacting search results 70% of internet traffic coming from smartphones and 40% using a search engine as a starting point (comScore) Study: We found that 83% of the time, the top result is tagged as mobile-friendly by Google. 81% of the time the top 3 results are mobile-friendly. And when you consider all ten of the spots on Google’s first page, 77% of the search results are “mobile-friendly.” Local results are more likely in mobile, so Google Places listings sometimes appear higher in mobile results than they do in desktop. The term “near me” search interest has increased 34X since 2011 Autocomplete results act as results before the results in mobile app search. Smartphone results priorities app listing’s or “App Packs”. Suggesting relevant high rated apps and soon “Deep Links” into app content. Knowledge graph appears inline with results, pushing down listings. Or not at all. Conclusion: Since “Mobilegeddon” the ranking differnece has not significantly widened for mobile optimized sites. The hit has been on the non-optimized sites that are seeing dramatic ranking decrease. GOOGLE QUALITY UPDATE – better experience X better content = better ranking http://www.seoclarity.net/googles-mobile-friendly-update-april-21st-11964/#gs.R2N=6JE rankings differ between smartphone and desktop browsers by 86%. http://www.brysonmeunier.com/differences-in-mobile-smartphone-ranking-and-desktop-web-ranking-in-google-search/ http://searchengineland.com/14-differences-between-smartphone-search-desktop-search-results-74687
- How mobile is impacting search results 70% of internet traffic coming from smartphones and 40% using a search engine as a starting point (comScore) Study: We found that 83% of the time, the top result is tagged as mobile-friendly by Google. 81% of the time the top 3 results are mobile-friendly. And when you consider all ten of the spots on Google’s first page, 77% of the search results are “mobile-friendly.” Local results are more likely in mobile, so Google Places listings sometimes appear higher in mobile results than they do in desktop. The term “near me” search interest has increased 34X since 2011 Autocomplete results act as results before the results in mobile app search. Smartphone results priorities app listing’s or “App Packs”. Suggesting relevant high rated apps and soon “Deep Links” into app content. Knowledge graph appears inline with results, pushing down listings. Or not at all. Conclusion: Since “Mobilegeddon” the ranking differnece has not significantly widened for mobile optimized sites. The hit has been on the non-optimized sites that are seeing dramatic ranking decrease. GOOGLE QUALITY UPDATE – better experience X better content = better ranking http://www.seoclarity.net/googles-mobile-friendly-update-april-21st-11964/#gs.R2N=6JE rankings differ between smartphone and desktop browsers by 86%. http://www.brysonmeunier.com/differences-in-mobile-smartphone-ranking-and-desktop-web-ranking-in-google-search/ http://searchengineland.com/14-differences-between-smartphone-search-desktop-search-results-74687
- How mobile is impacting search results 70% of internet traffic coming from smartphones and 40% using a search engine as a starting point (comScore) Study: We found that 83% of the time, the top result is tagged as mobile-friendly by Google. 81% of the time the top 3 results are mobile-friendly. And when you consider all ten of the spots on Google’s first page, 77% of the search results are “mobile-friendly.” Local results are more likely in mobile, so Google Places listings sometimes appear higher in mobile results than they do in desktop. The term “near me” search interest has increased 34X since 2011 Autocomplete results act as results before the results in mobile app search. Smartphone results priorities app listing’s or “App Packs”. Suggesting relevant high rated apps and soon “Deep Links” into app content. Knowledge graph appears inline with results, pushing down listings. Or not at all. Conclusion: Since “Mobilegeddon” the ranking differnece has not significantly widened for mobile optimized sites. The hit has been on the non-optimized sites that are seeing dramatic ranking decrease. GOOGLE QUALITY UPDATE – better experience X better content = better ranking http://www.seoclarity.net/googles-mobile-friendly-update-april-21st-11964/#gs.R2N=6JE rankings differ between smartphone and desktop browsers by 86%. http://www.brysonmeunier.com/differences-in-mobile-smartphone-ranking-and-desktop-web-ranking-in-google-search/ http://searchengineland.com/14-differences-between-smartphone-search-desktop-search-results-74687
- Manage your reviews so nothing falls through the cracks Get a site Clean up your listings Look to others who can help you streamline and scale the digital effort Or Hire RTOWN
- Imbounf form submissions Calls Leads Most important is conversion Lagging indicators
- Any Q’s