Dave Davies Presentation At MERGE 2017

INTO MOBILE
@beanstalkim www.beanstalkim.com #MergeShow

Who IsThis Guy?
Dave Davies
CEO
Beanstalk Internet Marketing
@beanstalkim
www.beanstalkim.com
I’ve been doing SEO and PPC since 1999

Search In 2000Hat tip to Bruce Clay for the chart

Mobile In 2002
In 2002 …
• 62% of adults owned a cellphone
• Smartphones weren’t a thing
• 569 million people were connected to the
internet
• Average Internet use was at 46 minutes per day
• There were 3 million websites (none of them
mobile)
• The fastest Internet was about 150kbsp

So What ??!!??

Mobile In 2012
In 2012 …
• 88% of adults owned a cellphone
• 1.3 billion smartphones on the planet
• 2.4 billion people were connected to the
internet
• 70% growth in mobile traffic in 2012
alone
• There were 634 million websites
• The fastest Internet was about 9Mbps

And What Will It Become?
WHAT IS
MOBILE
TODAY?

It’s ObviouslyThis
• 5.8” Display
• 12MP camera
• 4GB RAM
• 1440 x 2960 resolution
• Iris scanner !

AndTo Avoid Offending …
• 5.8” Display
• 12MP camera
• 3GB RAM
• 1125 x 2436 resolution
• Face ID

Mobile In 2017
In 2017 …
• >95% of adults owned a cellphone
• 77% of American adults have a
smartphone
• 12% of US adults access the Internet
ONLY on their smartphone
• Average user will spend 5:50/day
interacting with digital media and 3:14 of
that is on mobile
• There are >1 billion websites

And IfYou Sell Online
Mobile Eccommerce …
• Milennials put Amazon ahead of
Facebook as “Must-Have App”
• 62% of Americans made a purchase on
their smartphone in the last 6 mths
• 1/3 of ALL ecom purchases during the
2015 holidays were made on mobile
• 80% of shoppers use smartphones in a
store for comparison and reviews

YourTo Dos
So …
• Have your developer make your site
responsive (or a mobile version)
• Make sure your content displays properly
on mobile in prep for the mobile-first
index
• Make sure your purchase funnel works
smoothly and easily on mobile
• And …

You’re Done …
CONGRATULATIONS !!!!
YOU WON’T BE OBSELETE FOR AT LEAST A YEAR !

Because …
THIS Is Mobile
And This

AndThis

And Believe It Or NotThis

This is Definitely Mobile

But So IsThis

The Future
The Future isn’t MOBILE
It’s PORTABLE

SoYou Can Access It From
Thi
s
And This
And This
And This
And This
And ~8.4 Billion
Other Devices

Oh Right And …
Thi
s
And This Too

And Now Let’s Add …
THE RISE OF THE MACHINES
 VOICE
 AI
 ASSISTANTS

Voice Search
• >20% of all mobile queries are voice-driven
• 40% of adults use voice search at least once per day
• 41% of people who use voice search have started in the past
year
• Amazon sold 4.4 Echo devices in it’s first year
• 65% of users of Home or Echo devices couldn’t go back
• 42% list voice-activated assistants as essential

Meaning Starting Here
“Ok Google,
Add Doug’s wedding
to my calendar.”

Can End Here

How?
LET’S GO THROUGH A
SAMPLE JOURNEY TOGETHER

A Simple Request …
“Ok Google,
Add Doug’s wedding
to my calendar.”

Turn Into A Journey
“Do you have everything
you need?
Would you like to hear a
list of wedding
preparations?”
Patent - https://selnd.com/2yrDoz

And IntoThe Funnel
“Hmmm, I will need some
new shoes.”

A Little Refinement …
“Yes.”
“Dress shoes?”
“What color?”
“Black.”
Tip – make sure your data is easily diges@beanstalkim www.beanstalkim.com #MergeShow

And A Bit More…
“Online.”
“Would you like a local
store or would you prefer
to shop online?”

Across Devices We Go !!!
“Cast to TV.”
“Where would you like to
see your options?”

A Little More Refinement
“OK Google, sort by price.
(I don’t like Doug THAT
much).”

A Little More Refinement
“Show me the one in the
top right.”

An EasyTransaction
“Order those ones.”
“Using your credit card ending in
1234?” “Yes.”

This IsThe Future Of Ecom

Why Indeed ??!!
WHY IS THIS
MARKETING NIRVANA
(OR IS IT NERDVANA?)

Just …
IF YOU THINK
YOUR TARGETING IS
GOOD NOW

ButThere’s A Caveat
Welcome AI
Yep – It Impacts Mobile Too

Get More Done Faster
AI In Search …
• RankBrain was introduced into Google’s
algorithms in the fall of 2015
(kind of).
• John Giannandrea was made Google’s
Head Of Search in February 2016.

What Can Google Do?
So …
• Google will be better able to analyze more data.
• Google will be able to access data from a wide array
of sources.
• Google will be accessing you at more points.
• Google will be able to communicate with you how
YOU want.
(and it appears you want to chat)

In A Nutshell
IF YOU WANT TO BE SELECTED
YOU’LL HAVE TO BE THE BEST
(OF THOSE WHO PROVIDE
THE DATA NEEDED)

Finally !!!
SO HOW DO WE DO THAT?

Schema

Product Feed

Proper Structure

Other Opportunities
Also Pay Attention To …
• Firebase – a we app development platform acquired
by Google. You can build in chat, hosting (incl
database), and much more via the system giving
Google direct access to the content. No question –
just direct access.
• AMP (Accelerated Mobile Pages) – They’re basically
HTML-lite. They can be cached and served by Google
ad make content REALLY easy to digest.

The Word OfThe Day
The Future isn’t MOBILE
It’s PORTABLE

ThankYou !!!
Dave Davies
CEO
Beanstalk Internet Marketing
@beanstalkim
www.beanstalkim.com

Dave Davies Presentation At MERGE 2017

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