THE THREAT OF MOBILE

FACEBOOK IS LOSING USERS Source:
Benedict Evans

IN FACT NO-ONE IS FARING
WELL +0.25% -2% -6% Source: Marketing Charts

EVEN SEARCH VOLUMES ARE DECLINING
Source: AJ Kohn

WE’RE DOOMED

THE THREAT OF MOBILE WILL
CRITCHLOW - SEARCHLOVE brought to you by...

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

THE SCALE IS HARD TO
GRASP Source: Benedict Evans

FOLLOW:
@BenedictEvans

NOT ONLY THAT BUT FOR
THE FIRST TIME...

IT’S CANNIBALISING DESKTOP Source: AJ
Kohn

… AND CONVERSION RATES SEEM
LOW Tablet: 30-75% of desktop Mobile: 15-45% of desktop Source: Distilled

BUT WE STRUGGLE TO MEASURE
WELL Source: Google

SO WHAT SHOULD WE DO?

AMAZINGLY, MANY ARE NOT EVEN
MOBILE FRIENDLY Source: The Search Agency

BUT THAT’S NOT ENOUGH

EMAIL MARKETING IS MOBILE MARKETING
Source: Distilled analytics and MailChimp

CONTENT MARKETING IS MOBILE MARKETING
Source: Recent B2B Distilled campaign

IN PART BECAUSE FACEBOOK’S GROWTH
IS MOBILE Source: Benedict Evans

WHAT DOES CONTENT MARKETING LOOK
LIKE “MOBILE FIRST”?

Don’t build things differently. Build
different things.

IT’S NOT ALL ABOUT THE
LATEST TECH

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 2012
So 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?

MADE TO STICK Simple Unexpected
Concrete Credible Emotional Stories

MADE TO STICK Simple Unexpected
Concrete Credible Emotional Suitable - for your medium Stories

MADE TO STICK Simple Unexpected
Concrete Credible Emotional Suitable - for your medium mobile Stories

IN SHORT ● Less copy
● Lightweight technologies ● Mobile-first user testing

You build different things when
you truly think MOBILE FIRST

GOOGLE IDENTIFIED THIS
THREAT

AND THE OPPORTUNITY

ALMOST ALL THE MOBILE MONEY
GOES TO... Source: emarketer

THERE WILL BE MORE MOBILE
SEARCH QUERIES THAN DESKTOP THIS YEAR

MORE THAN HALF GOOGLE’S REVENUE
IN 2016? Source: emarketer

SEE SEARCHENGINELAND FOR MORE Source:
searchengineland

HERE’S WHAT THEY’RE DOING ABOUT
IT

Towards the end of last
year we launched some pretty big design improvements for search on mobile Jon Wiley and tablet devices Lead Designer for Google Search - talking on G+

Today we've carried over several
of those changes to the desktop experience. Jon Wiley Lead Designer for Google Search - talking on G+

carried over… to the desktop
Jon Wiley Lead Designer for Google Search - talking on G+

DR. PETE CALLED IT: Source:
moz

MEANWHILE: SNEAK OS ONTO 1BN+
DEVICES Apple, Microsoft

THEN USE IT TO RUN
APPS EVERYWHERE EVEN THE DESKTOP

APP STORE SEARCH SUCKS NO
REAL LONG-TAIL HARD TO INDEX NO GOOD RANKING FACTORS

MOBILE IS PRE-PAGERANK -- Benedict
Evans ben-evans.com

FOLLOW:
@BenedictEvans

BUT THERE IS ALL KINDS
OF VISIBILITY ON OFFER

(From Justin’s excellent presentation) Source:
Slideshare

GET BASIC (ANDROID)
APP INDEXING

ENABLE DEEP LINKS <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> Source: Google

ADD REL=ALTERNATE (or Schema or
Sitemap) <head> <link rel="alternate" href="android-app://com.example.android/example/gizmos" /> </head> Source: Google

...the First Click Free experience
must be provided even when the app has never been launched nor a user logged in. -- app indexing guidelines

GOOGLE PROVIDES TOOLS TO TEST
WITH

MORE ADVANCED: APP INDEXING API
AppIndex.AppIndexApi.view(mClient, this, APP_URI, TITLE, WEB_URL, outlinks) 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
INDEX Which 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

Source: Marketing Land

AHA!
URLs
FOR EVERYTHING

EVERYTHING IS A CARD Source:
Intercom

WATCH: THE INDUSTRIAL INTERNET

FINAL THOUGHTS

1. FOLLOW:
@BenedictEvans

2. Don’t build things differently.
Build different things.

THANK YOU
@WillCritchlow

IMAGE CREDITS http://www.flickr.com/photos/96dpi/3411475962 http://www.flickr.com/photos/sashomasho/357375770 http://www.flickr.com/photos/candescence/6195928488
https://www.apple.com/pr/library/2014/09/09Apple-Announces-Apple-Pay.html http://news.shazam.com/latest_media http://www.flickr.com/photos/johanl/4585763335 http://www.flickr.com/photos/mrseb/5600794479 http://www.flickr.com/photos/mikeyphillips/9526809679 http://www.flickr.com/photos/adrianaskew/6918664049 http://www.flickr.com/photos/mayprodrigo/7602162856 http://www.flickr.com/photos/itupictures/10945347666 http://www.flickr.com/photos/yourdon/3800049577/