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Content Marketing, Mobile Web Sites, Lessons From the Field


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Theory is one thing, practical experience is another. This presentation digs into the realities for both content marketing and in mobile, to help you learn from the experiences others have had

Published in: Marketing

Content Marketing, Mobile Web Sites, Lessons From the Field

  1. 1. Clarity ‘14: Lessons From the Field Eric Enge @stonetemple +Eric Enge
  2. 2. Who is Eric Enge?  Lead Co-author: The Art of SEO  CEO: Stone Temple Consulting, 30+ person Digital Marketing and SEO firm  Columnist:  Interviewer: Eric Enge @stonetemple +Eric Enge
  3. 3. Eric Enge – Fun Fact 1984 World Foosball Champion – “Goalie War” Eric Enge @stonetemple +Eric Enge
  4. 4. Did Your Content Marketing Plan Take a Wrong Turn? Eric Enge @stonetemple +Eric Enge
  5. 5. The Traffic Growth Curve is Not Short Started in 2009 Eric Enge @stonetemple +Eric Enge
  6. 6. In Reality, It Looks More Like This: This is where most people give up. Traffic Data is From: Eric Enge @stonetemple +Eric Enge
  7. 7. Goal of Content Marketing is Not Direct Conversion Search on “Buy Used Cars” Eric Enge @stonetemple +Eric Enge
  8. 8. Not Conversion Optimized! Eric Enge @stonetemple +Eric Enge
  9. 9. Yet, It Outranks This Page Eric Enge @stonetemple +Eric Enge
  10. 10. Get Your Departments to Collaborate Link Worthy Content SEO Visibility Building Efforts Shareable Content PR Social Media 1 + 1 + 1 = 5 Eric Enge @stonetemple +Eric Enge
  11. 11. Don’t Launch Without a Plan! Eric Enge @stonetemple +Eric Enge
  12. 12. Content Marketing Without a Plan is Like This Eric Enge @stonetemple +Eric Enge
  13. 13. What is Needed to Move Up? “Nursing Education” #5 #6 #7 #8 Eric Enge @stonetemple +Eric Enge
  14. 14. Summary of Data Eric Enge @stonetemple +Eric Enge
  15. 15. Linking Page Level Analysis for One Competitor Eric Enge @stonetemple +Eric Enge
  16. 16. Eric Enge @stonetemple +Eric Enge
  17. 17. Adapt to Many Platforms Image Credit: Eric Enge @stonetemple +Eric Enge
  18. 18. Likes, Tweets and +1s are Not the Answer 10,000 Likes Will Make Me Rich! Eric Enge @stonetemple +Eric Enge
  19. 19. Avoid Off Topic Content (as a Primary Focus) If You Sell Golf Clubs … … Don’t Focus Your Content on Lawn Care Eric Enge @stonetemple +Eric Enge
  20. 20. Example of Off Topic Content
  21. 21. And, Don’t Force It Eric Enge @stonetemple +Eric Enge
  22. 22. Seventh Generation Sells Diapers and Other Household Products Eric Enge @stonetemple +Eric Enge
  23. 23. They are Kicking Butt! Over 1.2M Likes! Eric Enge @stonetemple +Eric Enge
  24. 24. How Seventh Generation Positions Itself “Seventh Generation is a health and wellness company that happens to produce consumer packaged goods.” Eric Enge @stonetemple +Eric Enge
  25. 25. Let’s Get Mobile! Eric Enge @stonetemple +Eric Enge
  26. 26. Mobile Subdomain or Dynamic Serving Responsive Web Design Eric Enge @stonetemple +Eric Enge
  27. 27. User Agent Detection Request page Detect User Agent Select Right Site to Send Eric Enge @stonetemple +Eric Enge
  28. 28. User Agent Detection Pitfalls • Dependent on having a list of User Agent Strings • New devices getting added all the time • Mismatch problems are not uncommon • Don’t look for Googlebot-Mobile, focus on devices • Risk of perceived cloaking • All Googlebot mobile crawlers use common device type user agents • Use third party services instead of your own code • Must use Vary HTTP header • On mobile subdomains, redirects slow load time Eric Enge @stonetemple +Eric Enge
  29. 29. Vary HTTP Header • Whenever you use User Agent Detection, implement Vary HTYP headers • Tells ISPs that page is User Agent dependent • Keeps them from serving up cached copies of pages when not appropriate • i.e. mobile page to a desktop, or vice versa • Aids in discovery of mobile URLs Eric Enge @stonetemple +Eric Enge
  30. 30. Vary HTTP and CDNs Source: Cindy Krum, via Search Engine Land Eric Enge @stonetemple +Eric Enge
  31. 31. What Google Said About It “Vary: User-Agent is broken for the Internet in general. …the basic problem is that the user-agents vary so wildly that they are almost unique for every individual (not quite that bad but IE made it a mess by including the version numbers of .Net that are installed on users machines as part of the string). If you Vary on User-Agent then intermediate caches will pretty much end up never caching resources (like Akamai).” Patrick Meenan, Staff Software Engineer at Google Source: RKG Blog Eric Enge @stonetemple +Eric Enge
  32. 32. The Akamai Workaround • Configure Akamai servers to ignore HTTP Vary and pass it downstream • Akamai servers are part of your infrastructure • Addresses ISP caching issues for you • Rely on Akamai smart caching to do its thing • Better than dumb user agent detection (just like yours is!) • Save a bare minimum number of page copies to service devices Eric Enge @stonetemple +Eric Enge
  33. 33. Mobile Site (“”) Requirement Rel=“alternate” (or tag in sitemap) Rel=“canonical” Implement a Mobile Sitemap Implement Vary HTTP Headers Eric Enge @stonetemple +Eric Enge
  34. 34. What is Dynamic Serving? • Same process as a mobile subdomain, but … • No redirects required • Content is served on the same URL as your desktop pages • No rel=alternate / rel=canonical required • No mobile sitemap needed • Still need the Vary HTTP header Eric Enge @stonetemple +Eric Enge
  35. 35. Responsive Web Design Eric Enge @stonetemple +Eric Enge
  36. 36. Problems with RWD • Can be easier just to create a Smartphone site • Use case requirements may vary greatly • Flash and other technologies no longer available to you on DT site • Phones may not support touch screen features • Full code often downloaded to mobile devices • Average page size on the web: 1.7 MB • Ads may get cut off Eric Enge @stonetemple +Eric Enge
  37. 37. Samsung is Probably Not Happy With This Eric Enge @stonetemple +Eric Enge
  38. 38. Another Enterprise Site Issue Example • Client was moving to RWD • Decision made to streamline nav in the site-wide menu for better mobile experience • Put a crimp on a nav path that was desirable to broaden for SEO reasons • Solution was to add drop down/expandable menus within a set of links that existed below the fold on the homepage
  39. 39. Thank You! Eric Enge Twitter: @stonetemple Google Plus: +Eric Enge (508) 879-0950