SearchLove London | Will Critchlow, 'The Threat of Mobile'

Distilled
DistilledDistilled
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?
SearchLove London | Will Critchlow, 'The Threat of Mobile'
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
SearchLove London | Will Critchlow, 'The Threat of Mobile'
SearchLove London | Will Critchlow, 'The Threat of Mobile'
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
SearchLove London | Will Critchlow, 'The Threat of Mobile'
(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
SearchLove London | Will Critchlow, 'The Threat of Mobile'
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/
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