Presentation by GrowthVine, LLC on mobile technology for associations and nonprofits. Includes look at mobile web, mobile apps, QR codes, text messaging, RFID, NFC, etc.
Research findings about the rising use of smartphones and how the Google patent shares what can be done to boost your search engine optimization. Mobile SEO is a definite search trend to be aware of for 2011 and beyond.
Build Mobile Websites | How to make a Mobile Website | Creating Mobile WebsitesClickTecs
Let’s start with the premise that, given the growing demand and popularity of mobile sites you decide it’s time to consider a mobile website for your business. However, you remain a somewhat skeptical whether you need a mobile website for ‘your’ business and the prospect of building one leaves you even more puzzled.
Why Create a Mobile Website?
Developing a Progressive Mobile Strategy (M3 Conf version)Dave Olsen
A common refrain from both management and clients alike today is, "We need an app..." Unfortunately, over the long-term, mobile solutions for you or your clients’ organizations will need to be more diversified than a single app. From optimizing current web content to developing unique experiences mobile will touch, and possibly transform, your entire enterprise. Not only will your interactions with your customers be affected by the rapid adoption of smartphones but also your workforce and business processes. Combining lessons learned at a large, land-grant university as well as the latest statistics on mobile we’ll review why you need a cross-audience, cross-content, and cross-platform mobile strategy, what one is all about, and how it’ll help you prioritize your mobile solutions.
Mobile Web 101 (by Mobile Web Up - Oct 2011)Mobile Web Up
Mobile Marketing Webinars EVERY WEEK at http://mobilewebup.com/webinars/
Are you ready to go mobile? Understand the five facets of mobile technology; What makes mobile an emerging new mass media; Mobile web versus desktop web – how it differs and why it matters for business success; Selling with mobile - what sales and direct-response marketing approaches work with the mobile channel; Leveraging mobile with time-tested "offline" print and display advertising; and more!
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014Bridget Randolph
For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).
Presentation by GrowthVine, LLC on mobile technology for associations and nonprofits. Includes look at mobile web, mobile apps, QR codes, text messaging, RFID, NFC, etc.
Research findings about the rising use of smartphones and how the Google patent shares what can be done to boost your search engine optimization. Mobile SEO is a definite search trend to be aware of for 2011 and beyond.
Build Mobile Websites | How to make a Mobile Website | Creating Mobile WebsitesClickTecs
Let’s start with the premise that, given the growing demand and popularity of mobile sites you decide it’s time to consider a mobile website for your business. However, you remain a somewhat skeptical whether you need a mobile website for ‘your’ business and the prospect of building one leaves you even more puzzled.
Why Create a Mobile Website?
Developing a Progressive Mobile Strategy (M3 Conf version)Dave Olsen
A common refrain from both management and clients alike today is, "We need an app..." Unfortunately, over the long-term, mobile solutions for you or your clients’ organizations will need to be more diversified than a single app. From optimizing current web content to developing unique experiences mobile will touch, and possibly transform, your entire enterprise. Not only will your interactions with your customers be affected by the rapid adoption of smartphones but also your workforce and business processes. Combining lessons learned at a large, land-grant university as well as the latest statistics on mobile we’ll review why you need a cross-audience, cross-content, and cross-platform mobile strategy, what one is all about, and how it’ll help you prioritize your mobile solutions.
Mobile Web 101 (by Mobile Web Up - Oct 2011)Mobile Web Up
Mobile Marketing Webinars EVERY WEEK at http://mobilewebup.com/webinars/
Are you ready to go mobile? Understand the five facets of mobile technology; What makes mobile an emerging new mass media; Mobile web versus desktop web – how it differs and why it matters for business success; Selling with mobile - what sales and direct-response marketing approaches work with the mobile channel; Leveraging mobile with time-tested "offline" print and display advertising; and more!
Mobile Strategy for Small Businesses - SME Mobile Strategies 2014Bridget Randolph
For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).
Mobile websites - The Hidden Mobile Website Sales Opportunities RevealedAndrew Edwards
www.andrewredwards.com
How would your business benefit from increasing your website leads & sales, without any extra traffic?
This powerful & revealing PPT will show you the realistic and achievable opportunity to increase your revenue from providing a great user experience from a dedicated smartphone website.
Learn about the opportunity from
1) Mobile advertising
2) Mobile apps
3) Many revealing statistics about the opportunity to grow your website buyers
4) The top 10 mobile website best practices
A one off investment that can give you an ongoing return on investment.
http://andrewredwards.com/mobile-sites/
Presenter: Sean Cunningham, Creative Director, Digital Bungalow
More people now access the internet via mobile devices than by desktop computers, so, if you’re designing or updating a website, think about putting mobile first. Content and visuals need to be short and sweet to display well on small screens. This workshop looks at what’s involved in designing your mobile site before your PC site — but we’ll also talk about how to go mobile if you already have a website.
How to maximize mobile website & app ROICompuware APM
Are you maximizing the return on your mobile investment? With mobile services your customers expect quick anytime transactions that work flawlessly.
Failure to identify and resolve a slow – or worse – malfunctioning mobile service will result in lost customers and irreparable brand damage.
Join featured speakers, Julie Ask, VP and Principal Analyst from independent research firm Forrester Research, Inc., and Compuware CTO APM Solutions Imad Mouline to learn:
- How to quantify the return on investment for your mobile services
- What growing mobile Web adoption and rising customer expectations mean for mobile service owners
- Common challenges that prohibit companies from capitalizing on the mobile opportunity
- Best practices to deliver quality mobile Web and application experiences to all end-users
thunder::tech President Jason Therrien presented at the Independent Practitioners Group in April 2011 on mobile marketing. Enjoy this presentation that discusses important mobile marketing issues such as marketing integration, content delivery, user interface and the growing trend of mobile usage.
1. Gain insights into socio-economic factors affecting the emerging markets
2. Understand mobile usage in South Africa and how it translates to other emerging markets
3. Gain insight into behavioural paradigms and mental-models
4. View an outline of mobile design considerations for the emerging markets
5. Receive an understanding of design elements that work and don’t work for mobile sites.
In this presentation give to the AAF-Louisville YAPS, Christy Belden stresses the importance of mobile marketing and how you need to build a mobile marketing strategy now.
Fashion Retailers Iterable User Engagement TeardownIterable
This is an Iterable User Engagement Teardown comparing the user engagement strategies of leading fashion retailers Bloomingdale's, Neiman Marcus, Rent the Runway, Macy's, and Saks Fifth Avenue. Outreach was closely studied for three weeks following account creation.
After evaluating all email and mobile messages received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable’s growth marketing platform.
This is an updated version of the original white paper. It discusses the importance of paid and unpaid results in connecting users and websites, and the challenges posed by the small screens of mobile devices for current search engines that rely on the PC/laptop size screen to show a full set of both paid and unpaid links.
A detailed review of how BestBuy.com uses both Cassandra and Riak to solve business problems while meeting the technical demands of one of North America's largest online retailers. Includes best practices and lessons learned from implementing two distributed and highly responsive solutions.
Mobile websites - The Hidden Mobile Website Sales Opportunities RevealedAndrew Edwards
www.andrewredwards.com
How would your business benefit from increasing your website leads & sales, without any extra traffic?
This powerful & revealing PPT will show you the realistic and achievable opportunity to increase your revenue from providing a great user experience from a dedicated smartphone website.
Learn about the opportunity from
1) Mobile advertising
2) Mobile apps
3) Many revealing statistics about the opportunity to grow your website buyers
4) The top 10 mobile website best practices
A one off investment that can give you an ongoing return on investment.
http://andrewredwards.com/mobile-sites/
Presenter: Sean Cunningham, Creative Director, Digital Bungalow
More people now access the internet via mobile devices than by desktop computers, so, if you’re designing or updating a website, think about putting mobile first. Content and visuals need to be short and sweet to display well on small screens. This workshop looks at what’s involved in designing your mobile site before your PC site — but we’ll also talk about how to go mobile if you already have a website.
How to maximize mobile website & app ROICompuware APM
Are you maximizing the return on your mobile investment? With mobile services your customers expect quick anytime transactions that work flawlessly.
Failure to identify and resolve a slow – or worse – malfunctioning mobile service will result in lost customers and irreparable brand damage.
Join featured speakers, Julie Ask, VP and Principal Analyst from independent research firm Forrester Research, Inc., and Compuware CTO APM Solutions Imad Mouline to learn:
- How to quantify the return on investment for your mobile services
- What growing mobile Web adoption and rising customer expectations mean for mobile service owners
- Common challenges that prohibit companies from capitalizing on the mobile opportunity
- Best practices to deliver quality mobile Web and application experiences to all end-users
thunder::tech President Jason Therrien presented at the Independent Practitioners Group in April 2011 on mobile marketing. Enjoy this presentation that discusses important mobile marketing issues such as marketing integration, content delivery, user interface and the growing trend of mobile usage.
1. Gain insights into socio-economic factors affecting the emerging markets
2. Understand mobile usage in South Africa and how it translates to other emerging markets
3. Gain insight into behavioural paradigms and mental-models
4. View an outline of mobile design considerations for the emerging markets
5. Receive an understanding of design elements that work and don’t work for mobile sites.
In this presentation give to the AAF-Louisville YAPS, Christy Belden stresses the importance of mobile marketing and how you need to build a mobile marketing strategy now.
Fashion Retailers Iterable User Engagement TeardownIterable
This is an Iterable User Engagement Teardown comparing the user engagement strategies of leading fashion retailers Bloomingdale's, Neiman Marcus, Rent the Runway, Macy's, and Saks Fifth Avenue. Outreach was closely studied for three weeks following account creation.
After evaluating all email and mobile messages received, we identify what these companies do well and where there is room for improvement. Everything shown in the slides (and any recommendations) can be implemented with Iterable’s growth marketing platform.
This is an updated version of the original white paper. It discusses the importance of paid and unpaid results in connecting users and websites, and the challenges posed by the small screens of mobile devices for current search engines that rely on the PC/laptop size screen to show a full set of both paid and unpaid links.
A detailed review of how BestBuy.com uses both Cassandra and Riak to solve business problems while meeting the technical demands of one of North America's largest online retailers. Includes best practices and lessons learned from implementing two distributed and highly responsive solutions.
A study by Sterling Research and SmithGeiger for Google found that a whopping 96% of users have encountered a website that is obviously not designed for mobile. This would not have mattered to you if not for the following findings also uncovered by the same study:
This article details some of the basic techniques involved in creating and marketing a mobile website.
Mobile web marketing is projected to rise exponentially as more and more users acquire high-end mobiles allowing them to access websites on-the-go. More than half a billion people across the globe use their mobile phones to access the web. And with mobile devices quickly gaining popularity over traditionally PC’s, user counts are expected to increase dramatically.
Go Mo Playbook - Guide to mobile websitereefdigital
This is the guide provided for free by Google. Go Mo (howtogomo.com) is an initiative by Google.
Learn more here: http://www.howtogomo.com
Or here: http://www.reefdigital.com.au/blog/mobile/google-launches-howtogomo-to-help-websites-go-mobile/
Why You Should Adopt A Mobile-First Mindset in 2016Happy Marketer
Being "Mobile-First" is one of the most popular buzzwords in the Digital Marketing circles at the moment, but do you really understand what it could mean to you and your business?
Through this SlideShare, understand what it means to be truly "Mobile-First" and why it is important that you should adopt this mind-set immediately!
Mobile-Friendly SEO: Why & How? Ari Roth at SMX Israel 2015Ari Roth
This is the slide deck I prepared for my presentation on mobile-friendly SEO at SMX Israel 2015. I hope you enjoyed the presentation! Please tweet me @aroth26 if you have any questions :)
Evolution & AMPlification of Mobile Search Marketing [Driving Traffic & Conve...LeadSquared
In this webinar, Abhishek Mehta from AdLift talks about the evolution and amplification of mobile search marketing! In the webinar, he also talks about:
1) Importance of Mobile SEO for driving traffic and conversions
2) AMP - How it can drive your business conversion rate
3) Why you should go mobile for Local SEO
4) Mobile UI/UX - How to create a mobile landing page that converts
Did the recent mobile update affect your website traffic?Christopher Dill
There have been some worrisome predictions that the new search engine optimization algorithms updated by Google would be causing major interruptions. The truth of this situation is if your website is optimized for mobile device users, providing them a good user experience, you will earn better than 50 percent of their loyalty purchase decisions.
Mobile browsing, User Engagement, and Calls-to-Action are just a few of the topics compiled by Ronn Torossian for this definitive list of reasons explaining why, in 2015, your company’s website needs to be mobile responsive.
Carousel30: Optimizing for the mobile user experience whitepaperCarousel30
White paper by digital agency Carousel30 on how to optimize your mobile user experience through choosing the correct approach for your website, using responsive design or mobile apps.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid Growth
10 Tips To Drive More Traffic To Your Mobile Site
1. 10 Tips To Drive More Traffic To Your
Mobile Site
2. Contents
Introduction ------------------------------------------------------------------------------------------ 3
Make it mobile --------------------------------------------------------------------------------------- 4
Make the most of mobile --------------------------------------------------------------------------- 5
Mobile is different ----------------------------------------------------------------------------------- 6
Good housekeeping --------------------------------------------------------------------------------- 7
Content is king --------------------------------------------------------------------------------------- 8
Mobile friendly or mobile optimized? ---------------------------------------------------------- 9
Make it local ------------------------------------------------------------------------------------------ 10
Make it social ----------------------------------------------------------------------------------------- 11
Make it fast -------------------------------------------------------------------------------------------- 12
Don’t hide content in apps ------------------------------------------------------------------------- 13
Get discovered ---------------------------------------------------------------------------------------- 14
3. The mobile web has become a very different place. The average handset is much more
capable, the operator’s data networks are more reliable, data plans are more affordable and
there are so many more engaging mobile-friendly, Websites. All of this has led to a boom
in mobile Web traffic and with it a boom in mobile search. Now, more than ever, it is
essential that mobile visitors find your site whether they are searching on Google, Bing,
Yahoo or Baidu.
Search engine optimization (SEO) is one of those areas that are overcomplicated with
technical jargon and complex theories, but the rules are really quite simple. SEO is not
about machines, it’s about people. Search engines want to deliver the site that is the most
relevant and best-equipped to answer the mobile searcher’s query. Search engine spiders –
the robots that patrol the Web indexing sites and content – are designed to emulate human
visitors. The secret to good SEO, in many cases, is to making sure your site serves the
mobile user/searcher better.
4. Make it mobile
Mobile optimization and SEO go hand-in-hand.
Websites should be optimized for the user’s mobile device.
There are two aspects to this: dealing with the limitations
of the device and taking advantage of unique features of
the device. Let’s start with the limitations. These devices
come in numerous shapes and sizes, but generally have a
much smaller screen than a PC and less computing power,
typing on them is more difficult and generally they
connect via mobile operator networks, which generally
aren’t as fast and efficient as a wired Internet connection.
This means sites designed for PC typically do not perform
well on mobile devices, unless they have been made
mobile friendly. So: as search engines want to deliver the
best results, given the choice, they will prioritize a mobile
or mobile-optimized site ahead of one that might work
badly on a mobile device.
In June 2013, Google issued some new Guidelines for
mobile-optimized sites, these included some
recommendations to avoid common errors, including:
using videos that don’t play on mobile devices; faulty redirects (redirecting mobile visitors
to the wrong page on your mobile site); pages that deliver 404 (page unavailable) errors to
mobile visitors; linking to a PC site when the same content is available on a mobile site
and greeting visitors with a download-our-app interstitial ads. Despite Google’s warnings
these irritating ads are still common, visit British National Rail Enquiries, on a mobile
device, for example.
According to Google’s John Mueller, Google search now takes these issues into account
while prioritizing results. And who can blame it? Fixing these errors will make your site
more user-friendly for mobile visitors and easier for Google’s spiders to crawl your site.
Mobile optimization and search optimization go hand-in-hand.
So how big a problem is this? According to research by Pure Oxygen Labs (June, 2013),
two-thirds of the Fortune 100 risk being downgraded in mobile search, for failing to follow
Google’s guidelines on mobile optimization of Web content.
5. Make the most of mobile
Use the unique capabilities of mobile devices to serve your visitors better.
Next, let’s look how playing to the advantages of mobile devices will improve the mobile
experience and thus improve SEO.
The terms mobile-friendly site and mobile-optimized site are often used indiscriminately,
but they are different. Mobile-friendly means the site will work well on a mobile device,
where the mobile-optimized site is designed to take advantage of the functions of mobile
devices such as SMS, voice, camera, global positioning system (GPS) and so on. These are
functions that don’t exist on a PC and/or don’t make sense on a PC site. For this reason the
mobile-optimized site is usually a different Website from the PC site, sometimes served on
the same URL, some times on a dedicated URL such as site.mobi or m.site.com.
Features of mobile-optimized sites, as used by US retailers:
a) Click-to-call – this is the most commonly used
mobile-only feature. When the visitor clicks/touches
the phone number on the mobile site’s contact page,
phone automatically dials (subject to a confirmation)
the number on the visitor’s handset. It’s a simple,
but very effective use of mobile’s unique
application: the voice call.
b) Mobile coupons – retailers such as Target are
supplementing printed coupons with mobile
coupons that are delivered by SMS (so only works
on mobile devices), which can be redeemed in-store,
without the need to print anything off. This builds
loyalty, drives sales, attracts search traffic for
“mobile coupons” and encourages links, like Target
m-coupons.
c) Store locator – using the device’s GPS for a store
locator is another good example of a feature that is
very useful on mobile, but nonsensical on a PC.
Coupled with mobile mapping this feature can guide
the visitor straight into your store. There’s no
wonder that it’s becoming increasingly common on
retailers’ mobile sites, including Walmart, Target
and Walgreens. If your site is still asking mobile
search visitors to enter their zip code/post code, then
it’s time to move into the 21st century with locationbased services (LBS). This is a user-friendly way to
answer the common query “where is the nearest…?”
6. d) Barcode scanner – Sears is leading mobile Web innovation with the introduction of a
mobile scanning function to its mobile site. This enables a user to scan a product’s barcode
when at home or in a competitor’s store (this type of search is called “show-rooming”), to
find out if it is available, how much it costs, then purchase it…from Sears. The same
function, i.e. product scanning, would have no place on Sears’ PC site.
Unfortunately a lot of mobile innovation is locked away within native/download
applications. See the examples in Google’s playbook Mobile Playbook. It is frustrating for
SEO experts that more brands don’t bring similar mobile innovations to mobile sites,
which would both enhance the customer experience and help to drive inbound traffic to the
site from both search and links from other Websites.
Mobile is different
Mobile and PC users search for different things.
In addition to being a different physical device to the PC,
the mobile context – i.e. where you are, what you are
doing and what you want – can also be different. Both
factors influence what mobile users search for. The
obvious examples focus on the device itself, so mobile
users might search for “mobile coupons” (PC uses tend to
search for “printable coupons”), “ringtones”, “android
apps” or “mobile games”.
This gives mobile-optimized sites a head start over
mobile-friendly sites when it comes to search
optimization. The difference is clear when you compare
the dedicated mobile sites of
Gameloft wapshop.gameloft.com and EA,wap.ea.com,
which emphasize their mobile games content, while
Disney’s games.disney.com which serves the same
content to both the PC and mobile audience, does not.
Great examples of mobile context-related search are
motoring incidents such as breakdown, accidents or
broken windshield. Because these situations are most likely to occur while out on the road,
the first port of call is the mobile Web. This means there is a higher incidence of mobile
7. searching for terms like “towing” and “roadside assistance”, than for terms like “auto
insurance” where PC searches dominate.
One company that gets this is the US insurance company State Farm. Accident Help is a
prominent feature found on the mobile site m.statefarm.com, but not present on PC
site statefarm.com. Accident Help states in basic terms what you should do in the case of
an accident with links to make a claim and find a repair facility (which allows you to
search by zip code and by language spoken). First and foremost this clever feature is for
the benefit of the user, but should also be popular with the spiders.
Good housekeeping
Apply the basic rules of Web design and SEO should follow.
When you understand the mobile context of the user, and what they are likely to be looking
for you are in a better position to define the purpose of the mobile site and the content
therein. Make sure that site sections, navigation and
pages are all given titles and URLs that accurately
describe the site and what is on the page, using
common terminology e.g. “contacts”. Take into
account what will appeal to the mobile searcher and
what language they are likely to use when they
search.
Start each page with a descriptive introductory
sentence, use logical heading and sub-headings
(humans and search-engine spiders, alike, scan
pages to find out what’s there). Make Web links
obvious and label them accurately so they describe
the page to which you are linking – avoid 'read
more' or 'click here'.
SEO experts refer to the words commonly used in
searches (relevant to your site), as keywords or
search phrases – allowing these to influence these
naming conventions and your copy-writing is
known as on-page optimization. If you are a “Hotel
in Times Square” or if you make “mobile games”
make this the focus of your Webpage(s). The key
rule is to design the site and write the copy for the
8. user, while making sure you have ticked the boxes for the search engines, never the other
way round.
Keywords helps humans and search-engine spiders understand what is contained on a
Webpage. Use them where they would naturally occur, but don’t force keywords in or
needlessly repeat them for SEO purposes – search engines take a dim view of such
manipulation. For example The Manhattan Hotel (N.B. this URL delivers an entirely
different site and experience on a mobile device to PC) emphasizes its location in its brief
copy (and URL), with four logical links to sections: reservations, accommodations,
directions (with mapping), and contact us (with click-to-call/email). The New York guide
is discussed below.
All sites should also take note of accessibility. Visually-impaired people use screen readers
to “read” Websites, these require images to be described in alt-text and screen-readers also
struggle to read non-html content such as Flash. Luckily, search engine spiders have
similar preferences to screen readers. So accessibility improves search optimization.
Content is king
The three stages of compelling content.
Content is the heart of all mobile sites – the more
useful, compelling and regularly updated the content,
the more frequently people and spiders will visit, and
the more readily people will recommend the site, by
linking from other sites and social media. There are
three levels to this:
I) Content that promotes and sells your company and its
goods and services.
II) Content and services that ad value to the sale,
including in-depth product information, advice and
reviews, and regularly updated offers that drives opt-ins
and increases loyalty.
III) Helpful articles and information, entertainment,
giveaways and competitions that are related to the
business/customer relationship, but may not necessarily
drive sales.
9. This third stage is called content marketing. Done well, these services should be useful to
the visitor/customer, as well as being a big benefit with SEO.
This scenario fits well with health and beauty retailers, which can offer help and advice on
matters of health. A great example is Walgreens m.walgreens.com mobile site that links to
an extensive library of mobile-friendly health resources at health.walgreens.com and
walgreens-mobile.adam.com, though perhaps from an SEO perspective it would be more
helpful to have them on the same domain.
Another good example of content marketing is for hotels to supplement the essentials with
useful information on the locality. The Manhattan Hotel makes a good effort with its brief
guide to New York activities, shops, restaurants, shows – with addresses and click-to-call
numbers.
Mobile friendly or mobile optimized?
Use the type of mobile site that suits your customers and your requirements.
There is some debate about which type of mobile configuration gives the best SEO. As we
have pointed out throughout this guide, put the mobile user at the centre of your mobile
strategy and good SEO will follow. There are three main types of mobile site. All are
supported by Google. These are often confused and in practice mobile sites will blend the
approaches.
a) Responsive Web design (RWD) uses the same content for PC and mobile devices. All
content is sent then reconfigured to suit the device using cascading style sheets (CSS).
b) With a dedicated mobile site, the site detects the visitor device (using a tool such as
dotMobi’s DeviceAtlas) and redirects them to a mobile-optimized site on a separate URL
(e.g. from site.com to site.mobi or m.site.com).
c) Adaptive Web design (AWD) or dynamic serving also detects the visitor device and
serves a mobile optimized site, but this is done on the same URL (e.g. site.com).
While Google supports all three approaches and has no intention of making business
decisions for you, it has recommended RWD for smartphone sites. This led advocates to
claim that Google prioritizes RWD sites over dedicated mobile sites, but this does not
appear to be the case.
There is much in favor of RWD, but it has its drawbacks. Firstly, RWD does not work for
feature phones – people forget that almost half of mobile phones in use even in western
nations such as the US and UK are feature phones – for these Google prescribes dedicated
10. mobile sites either on different or the same URL. Secondly, RWD sends the same content
for PCs and mobile devices, which is fine as long as mobile and PC visitors want the same
thing, but it makes it difficult for sites to capitalize on all the things that make mobile
different e.g. GPS, camera, SMS and voice, or to theme the site to maximize appeal to
mobile searchers, when they are searching for mobile-specific things.
All the mobile-optimized sites highlighted in this guide
serve mobile visitors with a different site to PC visitors,
either on a separate URL such as m.statefarm.com or on
the same URL such as manhattanhoteltimessquare.com.
Responsive design v dedicated mobile site – what’s more
popular? Research by Pure Oxygen Labs (June, 2013)
into Fortune 100 Websites found that 45 percent had a
dedicated mobile site, 11 percent had a responsive design
site, while 44 percent gave off no mobile signal at all.
Make it local
Locality and timeliness is more important to mobile searchers than PC searcher.
Survey results and keyword research (see below) suggest that mobile searchers are more
interested in the right here and right now than PC searchers. We found that 94 percent of
smartphone users had conducted a search for local information and 84 percent had taken
action as a result. Another survey Mobile Search Moments (Nielsen and Google, March
2013) found that 63 percent of people who take action following a mobile search do so
within an hour, 84 percent do so within five hours.
This is having a massive effect: local mobile search volumes are growing rapidly and are
forecast by BIA/Kelsey (April, 2012) to overtake desktop local search in the US in 2015.
In many ways this is self-fulfilling prophecy. As anyone who has searched on Google and
other search engines with a mobile device will have noticed, your location (if you share it)
has a major influence on results (whether or not you wish it).
It is essential that companies capitalize on this trend. Anticipate that mobile users will
search on “vegetarian restaurant in [your locality]”. If that’s your business, make sure your
mobile site emphasizes what you do and where you are. Anticipate want they want: menu,
offers, reservations, call, location and map.
11. Consider, the coffee chain, Starbucks, for example. People search for the nearest Starbucks
on their PC, but many more people search from a mobile device. Analysis of Google
Keywords shows that 72 percent of people who are searching for a Starbucks using terms
such as “navigate to Starbucks”, “24 hour Starbucks” or “drive thru Starbucks” do so on a
mobile device. Companies that see similar patterns with mobile queries should ensure that
visitors get what they are searching for – perhaps creating dedicated landing pages for
these terms.
Research conducted by Bryson Meunier at Resolution Media (Q1, 2013) shows that
searches for ATM location (99 percent), restaurants (88 percent), bars (97 percent), android
apps (69 percent) and ringtones (73 percent) mostly commonly come from mobile devices.
The research was conducted using Google’s Keyword Tool, which has since been replaced
by Keyword Planner. This is a disappointment for mobile SEOs because Keyword Tool,
unlike its predecessor, does not distinguish between searches from mobile and PC
searches. Google is expected to fix this.
Make it social
Make it easy for people to recommend you.
Mobile searchers are social, and it’s important to give them options to share your content,
offer or recommend your services using their favorite social platforms, by providing links
with those instantly recognizable icons. Social networks have become an important
influence on all search engine discoverability, but majorly so when it comes to mobile, as
12. so many users access social networks from mobile devices. For example, 874 million or 74
percent of Facebook’s monthly users worldwide are mobile, according to Facebook’s Q3
earnings.
Adding the ability to share your content on social networks will make your content more
visible in general, but especially to those users who access social networks primarily on
mobile devices. Facebook’s share buttons work on dedicated mobile or responsive sites.
Sharing/social networks provide easy-to-use plugins for mobile sites, see AddThis for
example.
N.B. Whenever you add a new piece of code to your site, even something seemingly
innocuous as a plug-in check the page speed, to make sure the new code doesn’t slow
down the speed at which the page loads.
Make it fast
Your mobile site should load on a smartphone in 1 second.
In August 2013 Google announced new speed guidelines for smartphone sites. Google
recommends that the key content of the page, called “above the fold” (because it is visible
without needing to scroll down) should be delivered and be displayed on a user’s handset
in one second or less. Unfortunately the average mobile page takes more than seven
seconds to load.
Regardless of whether your site is responsive or uses dedicated HTML, take steps to make
it as fast as possible. Google warned that slow-loading pages may be penalized in search
ranking and that speed would be increasingly scrutinized in the future.
But why are we focused on what Google thinks? Consider your human visitor: how long
do you expect them to wait for your page to load before returning to the search page and
trying the next Website?
13. Don’t hide content from search engines with apps
Web search engines can’t search in-app content
If you create a mobile experience that is meant to be accessed through a native/download
application, you are severely limiting the visibility of your content. Not only will this shut
out all other platforms (i.e. an iOS app won’t work on Android, Blackberry, Kindle Fire or
feature phones), but it also excludes the only platform that search engines really serve: the
Web.
Yes, it is possible to make your app more discoverable within app stores using “app store
optimization” and mobile advertising, and Web search engines may find the Webpage that
features your app. But search engines, such as Google cannot search and index in-app
content, in the same way as they will a mobile site, so however excellent your article or
feature; or compelling your offer, it isn’t going to display in mobile search results.
The same goes for human links. Links are the life-blood of the Internet – this is how
humans, and search-engine spiders, find your latest content, its how things are
recommended in the digital world. The problem with native apps is that they don’t lend
themselves to linking in the same way as Websites. So someone might read your content, if
they have your app on their handset, but they can’t recommend that piece of content with a
link on their site, via social media, email or SMS. They can only link to a Webpage where
the app is available for download.
As Google’s Jason Spero says in the Mobile Playbook: “If you have to prioritize between
an app and a mobile site, your first priority should be creating a mobile-optimized
Website.”
There’s a time and place for apps, but if you want your content to be discovered by a wider
audience, it needs to be on your mobile site.
14. Get discovered
It’s not just about search engines, nor is it just about the Web.
There are plenty other ways of letting the world know about your mobile site, or the new
content, offers or features it contains – other than search engines. Use your existing mobile
channel, such as SMS and email. Add your mobile site URL, or use a quick response (QR)
code, to marketing materials, books or brochures and out-of-home or print advertisements.
This is likely to prove more effective where there is a contextual relevance. Airlines are
particularly good at this, printing their mobile site address directly on napkins, in-flight
magazines and banners in the airport.
Back in the digital world there are mobile directories such as YesWap, galleries that
highlight mobile excellence, such as Mobile Awesomeness, Media Queries for RWD
sites, JQuery Mobile Gallery for JQuery Mobile sites and there are lots of different Mobile
Awards where a win could bring considerable kudos and publicity.
Seek out referrals, free or through paid ads (N.B. don’t buy links from irrelevant sites)
from the mobile sites of your business partners. The planning tools from Google and
other mobile advertising networks can help discover the most relevant sites.
15. Final word
All the information you just read was given to limited amount of people. And now you
know it too. Remember what Nathan Rothschild said: “Who owns the information - owns
the world”. Now it’s up to you to decide what to do with this.
If you want to succeed in your business, sale more products, goods or provide services to
more people, then you must have a mobile optimized site. Well if you don’t have one,
sooner or later, you will see how sales are dropping down. I don’t want that for you. I want
you to be successful, no matter who you are and what are you doing.
But we can help you to scale your business!
We are company that creates mobile optimized sites and apps for business. We can provide
mobile websites including following features:
1.
Content Pages – we will customize and enhance content pages. About us / Menu /
Products / Services Pages
2.
Photo Gallery – we can add photo gallery to your site
3.
Click-to-Call Button – with one click, potential customers can call your business.
4.
Map Directions – a Google map can show location.
5.
Social Networking – links to social networking websites (facebook, twitter,
youtube etc)
6.
Links – link to desktop website, blog, or links to other relevant sites.
7.
Working Hours – working hours page
8.
Email Contact Form – customers can drop a line without ever having to leave
website and many more.
Also we got many different layouts and color schemes to customize your website and make
it unique and original.
You can find us on Facebook - https://www.facebook.com/Mobylabs
Twitter - https://twitter.com/Moby_Labs
Or e-mail to: mobylabs.com@gmail.com
To your success, William