This slide deck on Mobile Search Marketing was presented at SearchFest 2013 in Portland. Covering mobile search for organic search, local search and paid search as well as the mobile experience. Tips for Responsive Web Design SEO, mobile Google AdWords, sitelinks and more.
Thriving in the Mobile Ecosystem - Mobile Web DesignAaron Weiche
My mobile presentation from LocalUp, a joint conference from MOZ and Local University on local search and internet marketing.
This presentation looks into the opportunity of creating and growing the mobile experience between your customers and your brand: one strong enough to delight fingers, change minds, and win hearts. Understand how to best design a mobile website, responsive web design, how Google serves up mobile search results and more.
SEJ Summit 2017: Making SEO Lemonade: Moving the Needle on Missed Opportuniti...Search Engine Journal
Presenter: Bill Hunt of Back Azimuth Consulting
Description: Industry veteran Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Site search strategy for publishers - Amazon Partners 29/06/17Branded3
An introduction to internal site search: why it's important for customers, important for SEO and important for affiliates. Originally presented at SISTRIX and Amazon Partners event at Amazon in Holborn.
Thriving in the Mobile Ecosystem - Mobile Web DesignAaron Weiche
My mobile presentation from LocalUp, a joint conference from MOZ and Local University on local search and internet marketing.
This presentation looks into the opportunity of creating and growing the mobile experience between your customers and your brand: one strong enough to delight fingers, change minds, and win hearts. Understand how to best design a mobile website, responsive web design, how Google serves up mobile search results and more.
SEJ Summit 2017: Making SEO Lemonade: Moving the Needle on Missed Opportuniti...Search Engine Journal
Presenter: Bill Hunt of Back Azimuth Consulting
Description: Industry veteran Bill Hunt tackles making the most out of what you already have using indexability, clickability, and other methods to find all those tiny errors that together cause big issues.
Site search strategy for publishers - Amazon Partners 29/06/17Branded3
An introduction to internal site search: why it's important for customers, important for SEO and important for affiliates. Originally presented at SISTRIX and Amazon Partners event at Amazon in Holborn.
Need for Speed #Mobile: Importance of Speed and Responsive Mobile pagesAtelier Studios Ltd
A talk about how the speed of your website is important to your business, the problems with a slow loading site, some of the tools you can use to check your own site and tips on how to improve your sites speed.
SearchLove London | Will Critchlow, 'The Threat of Mobile' Distilled
Our focus on responsive websites and our fascination with app store rankings may be blinding us to the real threats and opportunities of the mobile revolution. In particular, as Google continues to ratchet up its mobile-first approach to design and Facebook looks more and more like a mobile channel, what should we be changing in our campaigns and strategies?
With co-hosts Yelp, we hosted a fantastic webinar called "Mobile Trends, Online Reviews & More: Attract Today's Renter," with presenter Darnell Holloway, Head of Business Outreach at Yelp. Attendees learned some key information about today’s online trends, how to boost your mobile presence and other important concepts for attracting the modern renter.
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).
SEJ Summit 2017: On-Page SEO: Focus on Mobile by Carolyn ShelbySearch Engine Journal
Presenter: Carolyn Shelby of TRONC
Description: A technical dive examining mobile SEO. Featuring the mobile-first index, differences between optimizing desktop and mobile experiences, AMP implementation, the importance of speed, design and other ranking and UX factors.
David Mihm of Moz session at the Seattle Interactive Conference 2014.
With an increasingly complex set of ranking signals, it can be difficult to prioritize your local search visibility efforts, given limited time and budget. David will help you with criteria to make the best use of these finite resources as he positions Google’s recent Local algorithm changes in the broader context of other moves the search giant has made, with an eye on strategies and tactics that will lead to long-term success.
SEO in a Mobile World by Anne Ahola Ward - #SEJSummit Santa MonicaSearch Engine Journal
Mobile usability is no longer a debatable frill, it’s a table stake. This session will be given by a former developer on best practices for mobile SEO. We will cover the latest SEO trends and stories from the field as they relate specifically to the Nth screen.
Videos on slides will not play, check them out on YouTube:
Slide 10: https://www.youtube.com/watch?v=ZUG9qYTJMsI
Slide 11: https://www.youtube.com/watch?v=DRoqk_z2Lgg
Slide 14: https://www.youtube.com/watch?v=vwW0X9f0mME
Slide 17: https://www.youtube.com/watch?v=yIxA3o84syY
Slide 18: https://www.youtube.com/watch?v=dooNPN6ylRQ
Google is releasing their Mobile Algorithm Update on April 21, 2015. Learn 3 things you should know and 4 things you need to do to ensure your website is not affected!
Mobile Apps for REALTORS® - Maura NeillMaura Neill
You CAN conduct business with the same degree of efficiency and productivity while you are out on the road – you just need the right tools in your toolshed! This class explores 60+ mobile apps for your Smartphone and Tablet that can help you rethink the concept of your office and get you out from behind your desk, closing more deals and being more effective for your clients! From social media to productivity, finance to travel – when they say “there’s an app for that”, it’s really true. There’s an app for every aspect of your business! Learn apps that will help you and your business with the following goals in mind:
- Identify 60+ apps that will improve your day-to-day business in the following categories: Financial/Mortgage, Locational, Photo and Video, Organization, Productivity, Real Estate, Content, Social Media, and Travel/Dining.
- Distinguish between the apps are right for you and your business and the ones are not a good fit for you.
- Put a plan in place to incorporate your mobile plan into your business.
- Make your (auto)mobile mobile-friendly with simple tips to make your clients comfortable in your new roaming office.
Secrets to Writing Content That Matters - Gillian MuessigMiva
You've got products. You've got content. Some of it might even be very good content. But is it content that will rank? Content that will sell? In short, is it the RIGHT content? Gillian takes a deep dive into a revolutionary process for determining the most valuable content to write. From the subject to the page where it resides, where it links and how it will rank, you'll finally have a firm grip and a replicable process for identifying, scheduling, writing and posting content that will actually boost your bottom line.
MivaCon 2016, Friday session 3.
Embrace it. Mobile devices are here to stay and your members are engaging with your organization on their Smartphones and tablets daily. With this in mind, what type of mobile experience are you currently providing your members?
State of Search 2017 - Cross Channel Marketing by John Leo WeberJohn Leo Weber
Slide show presentation from State of Search Conference in Dallas Texas. In this presentation I discussed how I reorganized our digital marketing agency into a cross channel agency where the SEO and PPC teams could work together. I also shared some tips and tricks for creating profitable cross channel marketing campaigns.
- How to get ranked for your most profitable waterproofing & foundation repair keywords? Hint: You need to think beyond just "waterproofing" or "wet basement"
- How to build authority so that the pages on your website rank
- How to build relevant links that will move the needle in the Google search listings
- Why having duplicate content on your city pages could be killing your rankings
- How to communicate your "true service area" to Google automatically
- What are the most important online directories you should be listed in?
- How to get rid of bad links that could be holding your company back
- What are the most important waterproofing & foundation repair keywords that I should be targeting?
- Can I still use fake addresses or UPS addresses on Google Maps to rank?
- What are the most important online review sites? ... and much, much more!
Need for Speed #Mobile: Importance of Speed and Responsive Mobile pagesAtelier Studios Ltd
A talk about how the speed of your website is important to your business, the problems with a slow loading site, some of the tools you can use to check your own site and tips on how to improve your sites speed.
SearchLove London | Will Critchlow, 'The Threat of Mobile' Distilled
Our focus on responsive websites and our fascination with app store rankings may be blinding us to the real threats and opportunities of the mobile revolution. In particular, as Google continues to ratchet up its mobile-first approach to design and Facebook looks more and more like a mobile channel, what should we be changing in our campaigns and strategies?
With co-hosts Yelp, we hosted a fantastic webinar called "Mobile Trends, Online Reviews & More: Attract Today's Renter," with presenter Darnell Holloway, Head of Business Outreach at Yelp. Attendees learned some key information about today’s online trends, how to boost your mobile presence and other important concepts for attracting the modern renter.
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).
SEJ Summit 2017: On-Page SEO: Focus on Mobile by Carolyn ShelbySearch Engine Journal
Presenter: Carolyn Shelby of TRONC
Description: A technical dive examining mobile SEO. Featuring the mobile-first index, differences between optimizing desktop and mobile experiences, AMP implementation, the importance of speed, design and other ranking and UX factors.
David Mihm of Moz session at the Seattle Interactive Conference 2014.
With an increasingly complex set of ranking signals, it can be difficult to prioritize your local search visibility efforts, given limited time and budget. David will help you with criteria to make the best use of these finite resources as he positions Google’s recent Local algorithm changes in the broader context of other moves the search giant has made, with an eye on strategies and tactics that will lead to long-term success.
SEO in a Mobile World by Anne Ahola Ward - #SEJSummit Santa MonicaSearch Engine Journal
Mobile usability is no longer a debatable frill, it’s a table stake. This session will be given by a former developer on best practices for mobile SEO. We will cover the latest SEO trends and stories from the field as they relate specifically to the Nth screen.
Videos on slides will not play, check them out on YouTube:
Slide 10: https://www.youtube.com/watch?v=ZUG9qYTJMsI
Slide 11: https://www.youtube.com/watch?v=DRoqk_z2Lgg
Slide 14: https://www.youtube.com/watch?v=vwW0X9f0mME
Slide 17: https://www.youtube.com/watch?v=yIxA3o84syY
Slide 18: https://www.youtube.com/watch?v=dooNPN6ylRQ
Google is releasing their Mobile Algorithm Update on April 21, 2015. Learn 3 things you should know and 4 things you need to do to ensure your website is not affected!
Mobile Apps for REALTORS® - Maura NeillMaura Neill
You CAN conduct business with the same degree of efficiency and productivity while you are out on the road – you just need the right tools in your toolshed! This class explores 60+ mobile apps for your Smartphone and Tablet that can help you rethink the concept of your office and get you out from behind your desk, closing more deals and being more effective for your clients! From social media to productivity, finance to travel – when they say “there’s an app for that”, it’s really true. There’s an app for every aspect of your business! Learn apps that will help you and your business with the following goals in mind:
- Identify 60+ apps that will improve your day-to-day business in the following categories: Financial/Mortgage, Locational, Photo and Video, Organization, Productivity, Real Estate, Content, Social Media, and Travel/Dining.
- Distinguish between the apps are right for you and your business and the ones are not a good fit for you.
- Put a plan in place to incorporate your mobile plan into your business.
- Make your (auto)mobile mobile-friendly with simple tips to make your clients comfortable in your new roaming office.
Secrets to Writing Content That Matters - Gillian MuessigMiva
You've got products. You've got content. Some of it might even be very good content. But is it content that will rank? Content that will sell? In short, is it the RIGHT content? Gillian takes a deep dive into a revolutionary process for determining the most valuable content to write. From the subject to the page where it resides, where it links and how it will rank, you'll finally have a firm grip and a replicable process for identifying, scheduling, writing and posting content that will actually boost your bottom line.
MivaCon 2016, Friday session 3.
Embrace it. Mobile devices are here to stay and your members are engaging with your organization on their Smartphones and tablets daily. With this in mind, what type of mobile experience are you currently providing your members?
State of Search 2017 - Cross Channel Marketing by John Leo WeberJohn Leo Weber
Slide show presentation from State of Search Conference in Dallas Texas. In this presentation I discussed how I reorganized our digital marketing agency into a cross channel agency where the SEO and PPC teams could work together. I also shared some tips and tricks for creating profitable cross channel marketing campaigns.
- How to get ranked for your most profitable waterproofing & foundation repair keywords? Hint: You need to think beyond just "waterproofing" or "wet basement"
- How to build authority so that the pages on your website rank
- How to build relevant links that will move the needle in the Google search listings
- Why having duplicate content on your city pages could be killing your rankings
- How to communicate your "true service area" to Google automatically
- What are the most important online directories you should be listed in?
- How to get rid of bad links that could be holding your company back
- What are the most important waterproofing & foundation repair keywords that I should be targeting?
- Can I still use fake addresses or UPS addresses on Google Maps to rank?
- What are the most important online review sites? ... and much, much more!
This presentation outlines the problems with planning.. and the dangers of waterfall planning.
It introduces the basic reasoning for Agile Planning such as Scrum or Kanban
Gestão de Empreiteiros na Construção Civil - FEICON 2012André Choma
Apresentação sobre boas práticas para Gestão de Empreiteiros na Construção Civil, realizada no Seminário "Como Enfrentar os Gargalos de Produção nos Canteiros de Obras", paralelo à feira, organizado pela PINI em março de 2012.
By 2014, the majority of web searches will be coming from mobile devices. Get ahead of the trend— optimize your SEO campaign for mobile search, by understanding the two most defining elements of mobile search: localization and social media.
MOBILE MARKETING CAN BE A GAME-CHANGER FOR YOUR BUSINESS.
The fact that mobile search traffic has officially surpassed desktop, combined with an audience that takes action (50% of local searchers visit the location in 24 hours), can result in more sales for your business ... if you have a mobile marketing strategy.
This deck covers:
-- #Mobilegeddon's impact (what it means for your business)
-- How to increase your website's traffic
-- Going beyond the bare minimum to grow your sales
-- Mobile marketing strategies that convert local mobile search into paying customers
Mobile Marketing, SEO & Visibility: Why You Should CareR2integrated
Do you think your company needs an SEO optimized mobile site? Odds are, if you offer local products and services, you customers and potential customers are trying to find you on their smart phones. Are you helping them find what they’re looking for? Local search is hot. Period.
On November 2, 2011, Lori Ulloa, R2integrated Senior Web Strategist and in-house SEO guru, presented "Mobile Marketing, SEO & Visibility: Why You Should Care," to the American Marketing Association, Baltimore Chapter. From the importance of a mobile strategy for your organization to best practices in structuring your mobile site for search, Lori covers it all. Click on the presentation below to learn more. Questions? Contact us at info@r2integrated.com.
Need some tips and tricks on student recruitment strategy and ROI analysis to reach the mobile prospective student? Here is our presentation from the 2015 PSEWEB Conference.
Mastering Mobile SEO for Your Website and Native App ContentBranch
Native apps account for 3 out of 4 minutes people spent on mobile. However, SEO practices are still largely focused on optimizing mobile websites, leaving app content out of this critical channel for content discovery and consumption.
This is the presentation for the webinar: Mastering Mobile SEO for Your Website and Native App Content.
You can watch the recording at: https://www2.branch.io/LongtailMobileSEOWebinar_LP-OnDemandRegistration.html
The presenters are Branch CEO Alex Austin and mobil SEO expert Emily Grossman.
Topics include:
-The broken app content discovery through search
-Applicable strategies to boost SEO ranking for your app content
-Best practices to optimize your mobile website SEO
-How to optimize the web-to-app flow to maximize ROI
What you need to know about app indexing, AMP, and Instant Apps
Is Responsive the best solution to all our Mobile SEO problems>Jose L. Truchado
BrightonSEO conference presentation. Google recommends responsive design as their preferred option for mobile content, but does this solution apply to every case? learn how looking at solutions through the eyes of the user can help you define the best strategy for Mobile SEO
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?
Did you know that by 2013 there will be more people using mobile phones than PCs to get online? Get a jump start this year by creating a mobile version of your website. In this presentation we reviewed a 15-point checklist to get your mobile site in tip-top shape so that it offers the best experience possible to your mobile viewers.
Monetizing & Preparing for Mobile Traffic With WordPressMal Campbell
Marketing to Mobile Devices With WordPress: An introduction to turning mobile website users into your most profitable visitors.
How much traffic does your website get from mobile devices now, 40% or maybe even as high as 70%? Did you know that in 2013 there was more mobile web traffic than desktop traffic? That social media platforms like Twitter and Facebook receive more visitors to their mobile platforms than their desktop counterparts?
Think about how often you check your cell phone, while in bed, while in church, heck even while driving? Now ask yourself, “Is my website’s target audience doing the same thing?” I’d venture to say so.
On November 6, 2014 Codex Media Company’s Mal Campbell is going to be delving into this beautiful world of mobile marketing with the explicit focus on making everything go “Boom!” using WordPress. This isn’t the kind of talk you want to miss if your idea of mobile stops at “Buy a responsive template on Themeforest”.
This is strictly focused on turning bytes into dollars by monetizing mobile traffic.
Mobile Marketing, SEO & Visibility: The Evolving Conversation R2integrated
How can you make the right “mobile” decision for your company and make it it easy for mobile users to find your mobile property? R2i is the exclusive Learning Partner for AMADC and, earlier this week, we gave a presentation on this very topic to a group of marketing professionals in the DC area. Our discussion focused on best practices for structuring mobile sites for optimal search and visibility.
Control Your Online Reputation - MSP Social Media BreakfastAaron Weiche
My presentation covering online review, customer testimonials and case studies. Learn the power of online reputation, customer feedback, Net Promoter Score, rich snippets and more.
Aaron Weiche & Mike Blumenthal's presentation from MozCon Local & LocalU 2017 in Seattle. View data from recent studies on the impact of online reviews for gaining new business and a case study on how using GetFiveStars improved review quantity and quality.
A look how to manage, grow and ignite customer content in the form of online reviews, testimonials and case studies. It's content your customers trust and seek out. Prevention given as the closing keynote at the Social Media Rockstar Event 2016.
Local Search - Getting on Google's MapAaron Weiche
This presentation was for the national conference of Bed & Breakfasts. It covers how to rank on Google Maps with a focus on the factors outside of your website. Links, Citations, Google My Business and Reviews are all covered as well as a quick look at competitive research with a set of Google local rankings.
Social, Mobile, and Local Walk Into a BarAaron Weiche
Of course they're old drinking buddies - social media, mobile, and local search marketing are closely tied together for online success. They help influence how we find the bar, which beer we choose to enjoy, how we rate our experience, and even how others see the photos we post after or during our visit. Customers and marketers are armed with devices each time they go out - Aaron Weiche of GetFiveStars.com will help us examine how those devices are creating content that merges social and local search with content and reviews.
Online Reviews - The Human Backlink in SEOAaron Weiche
A look at the evolving landscape of online reviews from customers on Google, Yelp, Facebook and how they shape search engine rankings and visibility. What part does the human opinion and feedback play in SEO today and what might happen moving forward thanks to mobile, social media, user profiles and more. Review best practices and data from GetFiveStars.com, an online review management platform.
Presentation by Aaron Weiche of Five Technology to the Independent Community Bankers of Minnesota (ICBM) on November 11th, 2009. Social Media 101 and banking.
2. Just The Start
• Mobile search is
booming … and
therefor evolving
• Desktop factors, but
not a desktop screen
• Paid is at a big turn,
AdWords Enhanced
Campaigns
3. Mobile Search
1. Paid
+ Most control
+ Best real estate
2. Local
+ Most context
+ Best result
LOCAL PAID ORGANIC
3. Organic
+ Challenged
4. Mobile Search
Visibility Matters A LOT
-90% Google has outlined that
a drop from from the
1st to 4th position in
mobile ad SERPS can
mean a 90% CTR drop.
Only 3 to 4 “haves” and
the rest are “have nots”
6. @AaronWeiche
Mobile Search Best Practices
Organic Known Factors
• Mobile & Desktop are still very similar, so follow both organic ranking factors for
content and on-page optimization
• Google is feeding us that users want the same content, just a better experience
on mobile so chasing “mobile only” factors might be short sighted
• Access for Googlebot Mobile
• If you have a mobile site, make sure the m.domain.com robots.txt is in place, not
blocking the site … use of VARY HTTP header
7. @AaronWeiche
Mobile Search Best Practices
Mobile Site Approach
Responsive Advantages Parallel Mobile Site Advantages
+ User experience on all devices + Control the user experience
+ One URL, one set/version of content + Features just for mobile user
+ Links hit the same URLS + Better control over mobile SEO meta and content
+ Easier to maintain, one CMS + Better load time
BostonGlobe.com , Mashable.com Amazon.com , Ebay.com
Dynamic Mobile Site Advantages
+ Easier technical implementation
+ Better than desktop user experience
CNN.com , Zillow.com
8. @AaronWeiche
Mobile Search Best Practices
Future Factors
• Just how much weight: Responsive Website or Mobile site (m.domain.com)
• Links and activity from mobile social networks
• Mobile meta standard introduced, mobile rich snippets (PLEASE)
• SERP action success, clicks/touches and time on site
• Speed, always consider speed improvements
9. @AaronWeiche
Mobile Search Best Practices
Future Factors
Will the mobile user experience trump
many ranking factors?
http://www.brysonmeunier.com/mobile-icons-in-google-smartphone-results/
12. Mobile IS Local
Local searches make up
20% of desktop, that
jumps to 50% on mobile
All CONTEXT driven and
PROXIMITY might be the
greatest context in search
Mobile search results in
action, 70% within an hour
13. @AaronWeiche
Local Mobile Search
Local Ranking Factors
• Use David Mihm’s Local Search Ranking Factors report
http://www.davidmihm.com/local-search-ranking-factors.shtml
• Pay attention to changes in SERP delivery, they currently
change often
• Device specific serps (smartphone and tablet)
14. @AaronWeiche
Local Mobile Search
Dominance
• Research and know the mobile
terms that can produce a top and
a dominant listing for you
• Pure local results on mobile
15. @AaronWeiche
Local Mobile Search
Directories
• Some directory profile pages carry significant
weight
• Yelp, Urbanspoon and Citysearch are most
common, especially Yelp
17. “Mobile ads are the
freaking bomb, they’re in
my pocket!”
-@w2scott
18. @AaronWeiche
Paid Mobile Search
Enhanced Campaigns
• Separate mobile bidding is gone! Yuck
• Mobile bids are controlled by % adjustment from desktop
• It is less work to build campaigns for mobile, but the fine
controls have been removed
• Sitelinks have more control, down to the ad level
• Call length and number information is now included
• Collection of blog posts by Luke Alley of Avalaunch Media:
http://bit.ly/GECresource
19. @AaronWeiche
Paid Mobile Search
Enhanced Campaigns
20. @AaronWeiche
Paid Mobile Search
Enhanced Campaigns
21. @AaronWeiche
Paid Mobile Search
Enhanced Campaigns
22. Sitelinks
I LOVE sitelinks
Customer service for
your mobile search ad
More characters, more
SERP real estate
Will better sitelinks=
better user adoption?
Granular reporting
23. @AaronWeiche
Understand the INTENT of the search, use sitelinks to meet the intent
SOCIAL PRICE DEFINE DO IT!
PROOF
OUCH
25. @AaronWeiche
Paid Mobile Search
Case Study
Dominate the mobile SERP Mobile
PPC
• Combine paid and organic
Example: 7 location auto body shop Organic
• 23.44% of their total clicks are mobile
• CTR for mobile ads is 3.17% vs. 0.95%
for desktop, 255.22% better
• Mobile clicks are 33.02% less
expensive than desktop clicks
($2.07 vs. $1.39)
• Mobile conversions up
26. @AaronWeiche
Paid Mobile Search
Locations
• Both Click to Call and directions sitelink
• Give a better EXPERIENCE to the user with
paid search over organic result
27. @AaronWeiche
Paid Mobile Search
Click to Call
• 52% of smartphone users have called after search
• Call extensions improve click through rate 6%-8%
• Enhanced now brings call reporting to all
Source: Google
28. @AaronWeiche
Paid Mobile Search
Landing Pages
Create visibility & show expertise
• Mobile landing pages have their own rules
• We create 2 versions – all (trust) and short
(simplicity) to test initially
• Test mobile landing pages
29. @AaronWeiche
Mobile Search
The Mobile Experience
30. @AaronWeiche
Mobile
Mobile Experience
The Search & Context The Mobile SERPs The Mobile Experience
“My need,
here & now” #1
31. @AaronWeiche
Mobile
Mobile Experience
Mobile Friendly = More likely to buy Mobile Unfriendly = More likely to leave
67% 61%
Source: Google
32. @AaronWeiche
Mobile Usability
The obvious goal is to create and
enable an experience, not limit it
Remove friction and simplify
Take advantage of intuitive device
experiences
33. Mobile Usability
Don’t just pair down, meet the
context of the mobile user
Fingers and thumbs
Use prior analytics to understand
importance, utility and needs
34. @AaronWeiche
Mobile Search Best Practices
Responsive Preferred
Both Google and Bing recommend
Responsive Web Design (RWD)
• RWD is preferred, but mobile sites work too
using Vary HTTP header
• Pierre Far of Google stresses the right build
over optimization – FOR NOW
https://developers.google.com/webmasters/smartphone-sites/
35. @AaronWeiche
Mobile Search Best Practices
Responsive SEO
• Less characters in the SERP displayed, more
consistently in the 50 – 55 characters in meta title
• Don’t change/shorten your headings
h1, h2, h3
• Speed of load, always optimize speed
• Allow the crawling of site assets (CSS, images, JS)
36. @AaronWeiche
Mobile Experience
Case Study
Addition of a mobile site increased
mobile traffic, page views, reservations
• Mobile traffic is up 45.5% in 2012 vs 2011
• Mobile menu’s out perform majority of desktop
pages in visits, TOS, entrance pages, bounce
rate
• Wine pairing feature provides utility for the
customer
• Mobile reservations up
37. @AaronWeiche
Mobile Experience
Subway
Great example of mobile
experience for numerous
locations
38. @AaronWeiche
Mobile Experience
lululemon
Great example of mobile
experience for e-commerce
39. @AaronWeiche
Mobile Search
PAID PAID
Summary of Mobile PAID PAID
PAID PAID
• The world of mobile search right now – Paid and
Local are your best options PAID PAID
• Research and know your wrinkles and
LOCAL LOCAL
opportunities LOCAL LOCAL
LOCAL LOCAL
• Ensure that once your result is clicked, it has the
ability to deliver with a great mobile experience
ORGANIC
• Don’t fall asleep at the wheel, it’s about to speed up