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#SMX #13C #MobilizeYourSite @RKG_LauraScott
Laura Scott, Senior Strategy Lead, Merkle|RKG
Site Optimization for Mobile
#MobilizeYourSite
#SMX #13C #MobilizeYourSite @RKG_LauraScott
My Phone + Me
#SMX #13C #MobilizeYourSite @RKG_LauraScott
My first phone <3
Back when butt dials
were a thing.
#SMX #13C #MobilizeYourSite @RKG_LauraScott
I held on to the Blackberry a little too long.
#BB4L
#SMX #13C #MobilizeYourSite @RKG_LauraScott
vs.
#SMX #13C #MobilizeYourSite @RKG_LauraScott
vs.
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Your mobile customers are your customers
#SMX #13C #MobilizeYourSite @RKG_LauraScott
#SMX #13C #MobilizeYourSite @RKG_LauraScott
#SMX #13C #MobilizeYourSite @RKG_LauraScott
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Ooo, sorry. I
can’t help
you
#SMX #13C #MobilizeYourSite @RKG_LauraScott
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Your mobile customers are your customers
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution
Common Mobile Pitfalls
Testing and Troubleshooting
Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution
#MobilizeYourSite
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution
http://rkg.co/dmr-q1-15
45%
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution
http://rkg.co/dmr-q1-15
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution
Responsive Web Design
Dynamic Serving
Separate Mobile URLs
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution
Mobile Solutions for Merkle|RKG Clients
Separate URLs Dynamic Serving Responsive Design
#SMX #13C #MobilizeYourSite @RKG_LauraScott
www.example.com
Choosing a Mobile Solution Separate URLs
m.example.com
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution Separate URLs
Can tailor content and
experience to mobile
visitors
Relatively easy setup
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution Separate URLs
Can tailor content and
experience to mobile
visitors
Takes more work to
maintain
More error proneRelatively easy setup
#SMX #13C #MobilizeYourSite @RKG_LauraScott
www.example.com
Choosing a Mobile Solution Dynamic Serving
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution Dynamic Serving
One URL makes it simpler
for users and search
engines to find and share
content regardless of device
Faster
Can tailor content and
experience to mobile
visitors
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution Dynamic Serving
One URL makes it simpler
for users and search
engines to find and share
content regardless of device
Faster
Takes more work to
maintain
More error prone
More complex setup
Can tailor content and
experience to mobile
visitors
#SMX #13C #MobilizeYourSite @RKG_LauraScott
www.example.com
Choosing a Mobile Solution Responsive
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution Responsive
Requires less maintenance
One URL makes it simpler
for users and search
engines to find and share
content regardless of device
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Choosing a Mobile Solution Responsive
Requires less maintenance
One URL makes it simpler
for users and search
engines to find and share
content regardless of device
Large desktop pages
may load slowly on
mobile
Content and
experience aren’t
tailored for mobile
users
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
#MobilizeYourSite
#SMX #13C #MobilizeYourSite @RKG_LauraScott
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Optimizing Your Mobile Solution
1. Don’t block important resources like JavaScript or
CSS
#SMX #13C #MobilizeYourSite @RKG_LauraScott
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Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
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read
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Optimizing Your Mobile Solution
1. Don’t block important resources like JavaScript or
CSS
User-agent: *
Disallow: /*.css
Disallow: /*.js
www.example.com/robots.txt
#SMX #13C #MobilizeYourSite @RKG_LauraScott
2. Using the Vary: User-Agent HTTP Header
Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
2. Using the Vary: User-Agent HTTP Header
#SMX #13C #MobilizeYourSite @RKG_LauraScott
3. Implement User Agent Redirects
Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
3. Implement User Agent Redirects
#SMX #13C #MobilizeYourSite @RKG_LauraScott
4. Annotations in HTML or the XML Sitemap
Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
4. Annotations in HTML
On Desktop Site:
On Mobile Site:
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Optimizing Your Mobile Solution
4. Annotations in the XML Sitemap
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Common Mobile Pitfalls
#MobilizeYourSite
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Mobilegeddon
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Ooo, sorry. I
can’t help
you
Common Mobile Pitfalls
1. Faulty Redirects
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Ooo, sorry. I
can’t help
you
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Ooo, sorry. I
can’t help
you
Common Mobile Pitfalls
1. Faulty Redirects
http://www.example.com/pageIwant
>> http://m.example.com/pageIwant
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Ooo, sorry. I
can’t help
you
Common Mobile Pitfalls
1. Faulty Redirects
http://www.example.com/pageIwant
>> http://m.example.com/pageIwant
>>http://m.example.com
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Ooo, sorry. I
can’t help
you
Common Mobile Pitfalls
1. Faulty Redirects
http://www.example.com/pageIwant
>> http://m.example.com/pageIwant
>>http://m.example.com
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Just .5 secs,
please.
Just .5 secs,
please.
Just .5 secs,
please.
Sure, give
me 3.5
seconds.
Common Mobile Pitfalls
2. Redirect Chains
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Just .5 secs,
please.
Just .5 secs,
please.
Just .5 secs,
please.
Sure, give
me 3.5
seconds.
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Just .5 secs,
please.
Just .5 secs,
please.
Just .5 secs,
please.
Sure, give
me 3.5
seconds.
Common Mobile Pitfalls
2. Redirect Chains
165 seconds = 2 min 45 sec
…of just redirects!
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Loading.
4. Latency
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Loading.
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Loading.4. Latency
Common Mobile Pitfalls
Google Pagespeed Insights >> https://developers.google.com/speed/pagespeed/insights/
#SMX #13C #MobilizeYourSite @RKG_LauraScott
5. Smartphone-Only Errors
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Common Mobile Pitfalls
5. Smartphone-Only Errors
Google Webmaster Tools >> Crawl >> Crawl Errors >> Smartphone
#SMX #13C #MobilizeYourSite @RKG_LauraScott
6. Ignoring the Competition
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Common Mobile Pitfalls
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Common Mobile Pitfalls
6. Ignoring the Competition
#SMX #13C #MobilizeYourSite @RKG_LauraScott
Testing Mobile Friendliness
#MobilizeYourSite
#SMX #13C #MobilizeYourSite @RKG_LauraScott
1. Google Webmaster Tools Mobile Usability Report
Google Webmaster Tools >> Search Traffic >> Mobile Usability
Testing Mobile Friendliness
#SMX #13C #MobilizeYourSite @RKG_LauraScott
2. Google’s Mobile-Friendly Test
https://www.google.com/webmasters/tools/mobile-friendly/
Testing Mobile Friendliness
#SMX #13C #MobilizeYourSite @RKG_LauraScott
3. See what Googlebot-Mobile Sees
Testing Mobile Friendliness
Google Webmaster Tools >> Crawl >> Fetch as Google
#SMX #13C #MobilizeYourSite @RKG_LauraScott
3. See what Googlebot-Mobile Sees
Testing Mobile Friendliness
http://searchenginewatch.com/sew/how-to/2404462/see-your-site-as-googlebot-mobile-does
Google Webmaster Tools >> Crawl >> Fetch as Google
#SMX #13C #MobilizeYourSite @RKG_LauraScott
4. Review Mobile Errors
Google Webmaster Tools >> Crawl >> Crawl Errors >> Smartphone
Testing Mobile Friendliness
#SMX #13C #MobilizeYourSite @RKG_LauraScott
5. Learn from Your Users
Google Analytics >> Audience >> Mobile >> Overview
Testing Mobile Friendliness
#SMX #13C #MobilizeYourSite @RKG_LauraScott
6. Benchmark and Track Performance
Testing Mobile Friendliness
Google Webmaster Tools >> Search Traffic >> Search Analytics
#SMX #13C #MobilizeYourSite @RKG_LauraScott
THANK YOU!
I love to talk mobile
Tweet at me: @RKG_LauraScott
Join the convo: #MobilizeYourSite
Connect: https://www.linkedin.com/profile/view?id=138892393

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Site Optimization for Mobile By Laura Scott

  • 1. #SMX #13C #MobilizeYourSite @RKG_LauraScott Laura Scott, Senior Strategy Lead, Merkle|RKG Site Optimization for Mobile #MobilizeYourSite
  • 2. #SMX #13C #MobilizeYourSite @RKG_LauraScott My Phone + Me
  • 3. #SMX #13C #MobilizeYourSite @RKG_LauraScott My first phone <3 Back when butt dials were a thing.
  • 4. #SMX #13C #MobilizeYourSite @RKG_LauraScott I held on to the Blackberry a little too long. #BB4L
  • 5. #SMX #13C #MobilizeYourSite @RKG_LauraScott vs.
  • 6. #SMX #13C #MobilizeYourSite @RKG_LauraScott vs.
  • 7. #SMX #13C #MobilizeYourSite @RKG_LauraScott Your mobile customers are your customers
  • 8. #SMX #13C #MobilizeYourSite @RKG_LauraScott
  • 9. #SMX #13C #MobilizeYourSite @RKG_LauraScott
  • 10. #SMX #13C #MobilizeYourSite @RKG_LauraScott
  • 11. #SMX #13C #MobilizeYourSite @RKG_LauraScott Ooo, sorry. I can’t help you
  • 12. #SMX #13C #MobilizeYourSite @RKG_LauraScott
  • 13. #SMX #13C #MobilizeYourSite @RKG_LauraScott Your mobile customers are your customers
  • 14. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Common Mobile Pitfalls Testing and Troubleshooting Optimizing Your Mobile Solution
  • 15. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution #MobilizeYourSite
  • 16. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution http://rkg.co/dmr-q1-15 45%
  • 17. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution http://rkg.co/dmr-q1-15
  • 18. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Responsive Web Design Dynamic Serving Separate Mobile URLs
  • 19. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Mobile Solutions for Merkle|RKG Clients Separate URLs Dynamic Serving Responsive Design
  • 20. #SMX #13C #MobilizeYourSite @RKG_LauraScott www.example.com Choosing a Mobile Solution Separate URLs m.example.com
  • 21. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Separate URLs Can tailor content and experience to mobile visitors Relatively easy setup
  • 22. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Separate URLs Can tailor content and experience to mobile visitors Takes more work to maintain More error proneRelatively easy setup
  • 23. #SMX #13C #MobilizeYourSite @RKG_LauraScott www.example.com Choosing a Mobile Solution Dynamic Serving
  • 24. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Dynamic Serving One URL makes it simpler for users and search engines to find and share content regardless of device Faster Can tailor content and experience to mobile visitors
  • 25. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Dynamic Serving One URL makes it simpler for users and search engines to find and share content regardless of device Faster Takes more work to maintain More error prone More complex setup Can tailor content and experience to mobile visitors
  • 26. #SMX #13C #MobilizeYourSite @RKG_LauraScott www.example.com Choosing a Mobile Solution Responsive
  • 27. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Responsive Requires less maintenance One URL makes it simpler for users and search engines to find and share content regardless of device
  • 28. #SMX #13C #MobilizeYourSite @RKG_LauraScott Choosing a Mobile Solution Responsive Requires less maintenance One URL makes it simpler for users and search engines to find and share content regardless of device Large desktop pages may load slowly on mobile Content and experience aren’t tailored for mobile users
  • 29. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution #MobilizeYourSite
  • 30. #SMX #13C #MobilizeYourSite @RKG_LauraScott Do not read Do not read Do not read Do not read Do not read Do not read Do not read Do not read Do not readDo not read Do not readDo not readDo not read Do not read Do not read Do not read Do not read Do not read Do not read Optimizing Your Mobile Solution 1. Don’t block important resources like JavaScript or CSS
  • 31. #SMX #13C #MobilizeYourSite @RKG_LauraScott Do not read Do not read Do not read Do not read Do not read Do not read Do not read Do not read Do not readDo not read Do not readDo not readDo not read Do not read Do not read Do not read Do not read Do not read Do not read Optimizing Your Mobile Solution
  • 32. #SMX #13C #MobilizeYourSite @RKG_LauraScott Do not read Do not read Do not read Do not read Do not read Do not read Do not read Do not read Do not readDo not read Do not readDo not readDo not read Do not read Do not read Do not read Do not read Do not read Do not read Optimizing Your Mobile Solution 1. Don’t block important resources like JavaScript or CSS User-agent: * Disallow: /*.css Disallow: /*.js www.example.com/robots.txt
  • 33. #SMX #13C #MobilizeYourSite @RKG_LauraScott 2. Using the Vary: User-Agent HTTP Header Optimizing Your Mobile Solution
  • 34. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution
  • 35. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution 2. Using the Vary: User-Agent HTTP Header
  • 36. #SMX #13C #MobilizeYourSite @RKG_LauraScott 3. Implement User Agent Redirects Optimizing Your Mobile Solution
  • 37. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution
  • 38. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution 3. Implement User Agent Redirects
  • 39. #SMX #13C #MobilizeYourSite @RKG_LauraScott 4. Annotations in HTML or the XML Sitemap Optimizing Your Mobile Solution
  • 40. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution
  • 41. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution 4. Annotations in HTML On Desktop Site: On Mobile Site:
  • 42. #SMX #13C #MobilizeYourSite @RKG_LauraScott Optimizing Your Mobile Solution 4. Annotations in the XML Sitemap
  • 43. #SMX #13C #MobilizeYourSite @RKG_LauraScott Common Mobile Pitfalls #MobilizeYourSite
  • 44. #SMX #13C #MobilizeYourSite @RKG_LauraScott Mobilegeddon Common Mobile Pitfalls
  • 45. #SMX #13C #MobilizeYourSite @RKG_LauraScott Ooo, sorry. I can’t help you Common Mobile Pitfalls 1. Faulty Redirects
  • 46. #SMX #13C #MobilizeYourSite @RKG_LauraScott Ooo, sorry. I can’t help you Common Mobile Pitfalls
  • 47. #SMX #13C #MobilizeYourSite @RKG_LauraScott Ooo, sorry. I can’t help you Common Mobile Pitfalls 1. Faulty Redirects http://www.example.com/pageIwant >> http://m.example.com/pageIwant
  • 48. #SMX #13C #MobilizeYourSite @RKG_LauraScott Ooo, sorry. I can’t help you Common Mobile Pitfalls 1. Faulty Redirects http://www.example.com/pageIwant >> http://m.example.com/pageIwant >>http://m.example.com
  • 49. #SMX #13C #MobilizeYourSite @RKG_LauraScott Ooo, sorry. I can’t help you Common Mobile Pitfalls 1. Faulty Redirects http://www.example.com/pageIwant >> http://m.example.com/pageIwant >>http://m.example.com
  • 50. #SMX #13C #MobilizeYourSite @RKG_LauraScott Just .5 secs, please. Just .5 secs, please. Just .5 secs, please. Sure, give me 3.5 seconds. Common Mobile Pitfalls 2. Redirect Chains
  • 51. #SMX #13C #MobilizeYourSite @RKG_LauraScott Just .5 secs, please. Just .5 secs, please. Just .5 secs, please. Sure, give me 3.5 seconds. Common Mobile Pitfalls
  • 52. #SMX #13C #MobilizeYourSite @RKG_LauraScott Just .5 secs, please. Just .5 secs, please. Just .5 secs, please. Sure, give me 3.5 seconds. Common Mobile Pitfalls 2. Redirect Chains 165 seconds = 2 min 45 sec …of just redirects!
  • 53. #SMX #13C #MobilizeYourSite @RKG_LauraScott Loading. 4. Latency Common Mobile Pitfalls
  • 54. #SMX #13C #MobilizeYourSite @RKG_LauraScott Loading. Common Mobile Pitfalls
  • 55. #SMX #13C #MobilizeYourSite @RKG_LauraScott Loading.4. Latency Common Mobile Pitfalls Google Pagespeed Insights >> https://developers.google.com/speed/pagespeed/insights/
  • 56. #SMX #13C #MobilizeYourSite @RKG_LauraScott 5. Smartphone-Only Errors Common Mobile Pitfalls
  • 57. #SMX #13C #MobilizeYourSite @RKG_LauraScott Common Mobile Pitfalls
  • 58. #SMX #13C #MobilizeYourSite @RKG_LauraScott Common Mobile Pitfalls 5. Smartphone-Only Errors Google Webmaster Tools >> Crawl >> Crawl Errors >> Smartphone
  • 59. #SMX #13C #MobilizeYourSite @RKG_LauraScott 6. Ignoring the Competition Common Mobile Pitfalls
  • 60. #SMX #13C #MobilizeYourSite @RKG_LauraScott Common Mobile Pitfalls
  • 61. #SMX #13C #MobilizeYourSite @RKG_LauraScott Common Mobile Pitfalls 6. Ignoring the Competition
  • 62. #SMX #13C #MobilizeYourSite @RKG_LauraScott Testing Mobile Friendliness #MobilizeYourSite
  • 63. #SMX #13C #MobilizeYourSite @RKG_LauraScott 1. Google Webmaster Tools Mobile Usability Report Google Webmaster Tools >> Search Traffic >> Mobile Usability Testing Mobile Friendliness
  • 64. #SMX #13C #MobilizeYourSite @RKG_LauraScott 2. Google’s Mobile-Friendly Test https://www.google.com/webmasters/tools/mobile-friendly/ Testing Mobile Friendliness
  • 65. #SMX #13C #MobilizeYourSite @RKG_LauraScott 3. See what Googlebot-Mobile Sees Testing Mobile Friendliness Google Webmaster Tools >> Crawl >> Fetch as Google
  • 66. #SMX #13C #MobilizeYourSite @RKG_LauraScott 3. See what Googlebot-Mobile Sees Testing Mobile Friendliness http://searchenginewatch.com/sew/how-to/2404462/see-your-site-as-googlebot-mobile-does Google Webmaster Tools >> Crawl >> Fetch as Google
  • 67. #SMX #13C #MobilizeYourSite @RKG_LauraScott 4. Review Mobile Errors Google Webmaster Tools >> Crawl >> Crawl Errors >> Smartphone Testing Mobile Friendliness
  • 68. #SMX #13C #MobilizeYourSite @RKG_LauraScott 5. Learn from Your Users Google Analytics >> Audience >> Mobile >> Overview Testing Mobile Friendliness
  • 69. #SMX #13C #MobilizeYourSite @RKG_LauraScott 6. Benchmark and Track Performance Testing Mobile Friendliness Google Webmaster Tools >> Search Traffic >> Search Analytics
  • 70. #SMX #13C #MobilizeYourSite @RKG_LauraScott THANK YOU! I love to talk mobile Tweet at me: @RKG_LauraScott Join the convo: #MobilizeYourSite Connect: https://www.linkedin.com/profile/view?id=138892393