his presentation is from our Search Snippets #9 event titled "Mobile Search" and is a look at the web as it is today via mobile platforms. It shows how explosive mobile search has become in a very short time, and where it will be going in the future.

1. MOBILE BOOM
@AaronWeiche

2. 2 @AaronWeiche
“You really need to think about mobile.
Mobile is much faster than we forecasted.”
- Matt Cutts, Google

3. 3 @AaronWeiche
Jeff Sauer, 1994

4. 4 @AaronWeiche
Good Intentions = Be mobile
Bad outcome = It’s just mobile

5. THIS IS NOT YOUR BEST WORK
5
THE MENU IS (BUT SHOULDN’T BE) YOUR MOBILE EXPERIENCE
@AaronWeiche
“Mobile navigation is like a good friend; there
when you need it.” -Brad Frost

6. @AaronWeiche6
MOBILE IS YOUR LIFE

7. 7 @AaronWeiche
Research
What do I want and from where

8. 8 @AaronWeiche
Price Check
Compare prices at
stores, online, “Showrooming
”

9. 9 @AaronWeiche
Review & Opinions
Access to customer reviews, social
support and proof

10. 10 @AaronWeiche
Transaction
Buy online, buy in-store, the
phone becomes the wallet

11. @AaronWeiche11
THE RIGHT PIECES

12. 12 @AaronWeiche

13. 13 @AaronWeiche
YOUR CAN DO MORE HARM IN THE
PITFALLS OF TECHNICAL,
STRUCTURE AND EXPERIENCE.
KILLER STRATEGY
TECHNICAL AND MOBILE
STRUCTURE PITFALLS

14. 14 @AaronWeiche
TECHNICAL AND MOBILE
STRUCTURE PITFALLS
Technical:
Responsive, Dynamic, Canonical, URLs, Googlebot- Mobile
Access, Speed
Mobile User Experience
Content

15. 15
MOBILE SITE APPROACH
@AaronWeiche
TECHNICAL
Responsive Web Design
BostonGlobe.com
Ebags.com
Mashable.com
Parallel Mobile
Amazon.com
Ebay.com
Dynamic Mobile
CNN.com
Lululemon.com
Zillow.com
m.

16. 16
RWD
@AaronWeiche
RESPONSIVE WEB DESIGN
Uses CSS3 Media Queries to look at the device and re-
architect the site and content – use of MAX WIDTH
Build once (Design & CMS) and deploy multiple
experiences – Determine major and minor break points
It’s not a band-aid, so it makes you take the right approach
+ Start with mobile, start with the user
+ Taxonomy and content
There is a good, better, best approach to eliminate issues
Favored by Google and Bing for mobile search best
practices
It is NOT a ranking factor

17. 17
THINK UP, NOT DOWN
@AaronWeiche
MOBILE FIRST

18. 18 @AaronWeiche

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1- Top 2- Sidebar
1- Top
2- Sidebar

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OK Better

21. 21
MOBILE
@AaronWeiche
DYNAMIC
Different HTML/Code on the
same URL as the uses user
agents detection
No need for URL redirection as
you’ll have 1 URL, but you must
update user agent/phone types
Easier for large scale
implementation, it’s more of a
“bolt-on”

22. 22
STAND ALONE MOBILE SITES
@AaronWeiche
PARALLEL
Most common at a m. or mobile. subdomain
Complete control over mobile experience
Mobile SEO advantages in META control and mobile
specific content
Load and speed control factors are tighter

23. 23
MATT CUTTS @ SMX AND GOOGLE’S BLOG POST ON 6/11/13
@AaronWeiche
BAD MOBILE = BAD SEARCH RANKINGS
Poor mobile URL structure will cost you
User experience on your site will find a way to grow in
importance as a mobile ranking factor, it’s just starting

24. 24
AVOID THE SPLIT OF LINKS
@AaronWeiche
ONE URL
Ways to make sure you are not confusing
the search engines:
Use of RWD ensures one URL for all content
If not using RWD for your site, then make
sure you are using the Vary HTTP header to
control duplicates
HTTPS://DEVELOPERS.GOOGLE.COM/WEBMASTERS/SMARTPHONE-SITES/
m.YourSite.com
YourSite.com

25. 25
MOBILE CONTENT NEEDS
@AaronWeiche
MOBILE CONTENT TIPS
The WHAT for most mobile sites is nailed,
the WHY is often left out or underserved
Why is it good, better or best, comparison, trust
UNIQUE content is a must, it’s YOUR product/service
Users don’t run out of questions, they run out of
answers
Pro Tip: Track your mobile site search terms to learn
what mobile users want to know – Segment in GA

26. 26
IF PROXIMITY MATTERS
@AaronWeiche
MOBILE CONTENT TIPS
Use your web and/or mobile data to find location
keywords and intent, build them into your content
• City
• Neighborhood
• Tourist, conference attendee, unique users
(these may only have situational use)
• Specific landmark “ _____ near / by _____ “
• Example right: “Seattle hotel near Pike Place Market

27. 27
NAVIGATION
@AaronWeiche
MOBILE USER EXPERIENCE
Multiple methods to your
destination including FULL SITE
Mobile content FIRST and nav
second
Play into native movements,
menu types, icons

28. 28
THINGS TO THINK ABOUT
@AaronWeiche
MOBILE & SEARCH
Allow Googlebot and Googlebot-Mobile to crawl you
assets – CSS, Javascript and images
META titles, mobile displays closer to 50-55 characters
in the SERP
Address speed and performance issues
Stay up on mobile SERPS – What triggers local,
organic and variations, they CONSTANTLY change

29. @AaronWeiche29
MOBILE TOOLS

30. 30 @AaronWeiche

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Screensiz.es

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Mobile & Local GA Dashboard
http://goo.gl/nq6x9j

33. 33
CHANGE YOUR APPROACH
@AaronWeiche
TAKEAWAYS
Tomorrow: Identify your pitfalls: link issues, user experience issues (Before
users and search engines do)
2014: Build your “mobile first, user first” DNA, you’re not bleeding down to it you
are building up from it
Beyond: Don’t get too comfortable, this isn’t the final frontier at all

34. THANK YOU
AARON WEICHE
@AARONWEICHE
WWW.LINKEDIN.COM/IN/AARONWEICHE
SPYDERTRAP.COM/BLOG & AARONWEICHE.COM