Is your website mobile-ready? Have you tested it? Are you data-driven? These are the questions all businesses and websites must answer. This is the deck from my presentation to the Cairngorm Business Partnership where I was asked to cover * Mobile Websites * SEO Considerations and * Social Media updates Notes can be made available and key figures and quotes are also hyperlinked back to the source. Enjoy! Martin Oxby http://www.summitweb.net/

1. By @moxby_SummitWeb

2. Martin Oxby
Summit Web Solutions
Twitter: @moxby_SummitWeb
Website: www.summitweb.net

3. Plan of Action
1. The State of Mobile
2. Why You Need a Mobile Strategy
3. How You Make Your Website Mobile-Friendly
4. Recent Twitter and FacebookDevelopments
5. Social Media and Organic Google Ranking
6. Social Media for Business
7. 10 Top Tips to Take-Away

4. 1. The State of Mobile
BY THE END OF 2014
THE NUMBER OF MOBILE-CONNECTED DEVICES
WILL EXCEED THE WORLD‟S POPULATION
(cisco.com)

5. 1. The State of Mobile
AJ Kohn at “Blind Five Year Old”
Don’t ignore desktop market in clamour
for the mobile market!

6. 2. You Need a Mobile Strategy
Track the visitors to your site!
• Google Analytics
http://google.com/analytics
• Clicky Analytics
http://clicky.com/

7. 2. You Need a Mobile Strategy
Advantage to anonymous data
• Where did the visitors come from?
• Where do visitors leave from?
• Low engagement – make improvements
• High engagement – learn lessons
See which avenues work for you and
invest in those!

8. 2. You Need a Mobile Strategy
Why?
• Lost sales or enquiries
• You might not get a „desktop‟ opportunity
• Google might rank you down

9. 2. You Need a Mobile Strategy
Lost Sales or Enquiries

10. 2. You Need a Mobile Strategy
Lost Sales or Enquiries
• Make fact/data-based decisions
• Buying experience may start on a mobile
and end on a desktop, or on the phone
• Consistency between devices

11. 2. You Need a Mobile Strategy
No Desktop Opportunity

12. 2. You Need a Mobile Strategy
Google May Rank You Down
If you properly configure your mobile-friendly
pages it will
“…improve the mobile web, make your users
happy, and allow searchers to experience
your content fully”
(Search Engine Land)

13. 3. Making Your Site (mobile)Friendly
The Approaches
1. Separate Mobile Website
2. Responsive/Fluid Web Design

14. 3. Making Your Site (mobile)Friendly
Separate Mobile Site Pitfalls
1. Lower quality design
2. “One size fits all”
3. Branding not reinforced through the site –
left to the logo.
4. Inconsistent information with main site.

15. 3. Responsive Web Design
changing the foundations a site is built on so that the
layout is fluid and elements are re-arranged to fit
the constraints of the screen size
It can be retro-fitted!

16. 3. Making Your Site (mobile)Friendly
What Kind of Site Does Google Love?
In general, webmasters can improve the rank
of their sites by creating
high-quality sitesthat users will want to
use and share.
(Google Quality Guidelines)

17. 3. Making Your Site (mobile)Friendly
Website Speed Tips
1. Don‟t auto-play videos
2. Don‟t have too many slides (please)
3. Careful, sparse ad-placement (if at all)
4. Use plugins with care
5. Dynamically load the right sized photos
6. Implement background images carefully

18. 3. Making Your Site (mobile)Friendly
Other Mobile Tips
1. Don‟t give mobile user an inferior website!
2. Scalable font sizes
3. Larger elements (e.g. buttons) for fingers
not cursors.
4. Avoid horizontal scrolling (unless intentional!)
5. Provide fallback for „lightbox‟ galleries.
6. Watch Social Sharing implementation

19. Social Media

20. 4. Social Media: Twitter
(New) Twitter

21. 4. Social Media: Twitter
(New) Twitter

22. 4. Social Media: Twitter
Key Factors
1. Larger Profile Image: use a good quality photo
2. Large Header Image – but watch layout on
mobile
3. Background images don‟t apply to your public
profile.
4. „Pin a Tweet‟ to your public profile
5. Twitter Ads campaigns

23. 4. Social Media: Facebook
Key Factors
1. Post ranking updated to push photos and video
2. Up-ranking of linked content
3. Business Pages seeing less „reach‟
4. Auto-playing ads coming (silent until clicked) –
and auto-playing video posts already active.
5. Facebook Post „bumping‟

24. Social Media and SEO

25. 5. Social Media & SEO
What Is SEO?
The practice of reaching a market
of people who are using search engines to find
content, products and services
through production of a great website
and creating connections with other websites
and people but not paying per visitor.

26. 5. Social Media and SEO
Does Social Media Influence SEO?
1. Not directly
2. Great stuff ranks well and gets likes/shares
(correlation, not causation)
HOWEVER
• Social Media can raise Brand Awareness
• Brand Awareness = Branded Searches
• More engaged website visitors
• More people referencing your content

27. 6. Social Media for Business
Social Media Tips
1. Inactivity = Bad Impression
2. Don‟t link to „dead‟ social media profile!
3. The half-life of a Tweet is as low as 4 minutes
- pay attention to time posted!
4. Rule of Thirds (roughly).
5. Reply to Interactions (even complaints!)
6. Create posts which spark a reaction

28. 10 Top Take-Away Tips
Image: the guardian

29. 7. Top 10 Takeaway Tips
1. You must address mobile.
2. Become data-driven.
3. Do experiments and track conversions.
4. Ensure Social Media incorporates social!
5. Use the Facebook Admin Panel
6. Use a URL shortener – e.g. http://bitly.com

31. 7. Top 10 Takeaway Tips
7. Use Twitter‟s search function
8. Keep Following < Followers
• SocialBro.com (browser extension)
• iunfollow.com
(there are others)
9. Create great content and make it easy to share
10. Sign up for Google Webmaster Tools

32. Thank You!
Slides, References and Notes Are Available
Slides will be available via Slide Share.
Phone: 01463 237937
Twitter: @moxby_SummitWeb
Website: www.summitweb.net