Mobile strategy workshop 2013 wordcamp

Mobile Strategy Workshop

Trends, Design & SEO

by Ramesh Kumar@ThePapaPost

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/events/thinkmobile2011/pdfs/time-for-mobile-is-now.pdf

Immediate purchase intent

• Restaurant -o 89% take action within 24 hrso 64% take action within 1 hour

• Autos - 49% take action within 24 hrso HailO, Lyft

• Travel – 33% take action within 24 hrs

http://marketingland.com/study-50-percent-of-mobile-queries-in-travel-restaurants-autos-result-in-a-purchase-18404

Source: xAd-Telmetrics “mobile path to purchase” study

Tablet users mostly use their device while they are in-their-home (72%), while smartphone users most use their device “on-the-go” (68%)

http://www.telmetrics.com/2012/leading-mobile-local-companies-xad-and-telmetrics-release-first-to-market-%E2%80%9Cmobile-path-to-purchase%E2%80%9D-study/

• For tablet users, brand website are the most popular (51% restaurant, 56% travel, and 48% automotive)

• Smartphone owners in all categories go directly to the app or website (45%) rather than being directed by a browser

http://www.telmetrics.com/2012/leading-mobile-local-companies-xad-and-telmetrics-release-first-to-market-%E2%80%9Cmobile-path-to-purchase%E2%80%9D-study/

http://searchengineland.com/report-mobile-traffic-to-local-sites-growing-faster-than-total-internet-now-at-27-percent-158139

More mobile growth in local

app or m.web

Exercise 1

Mobile Desktop

Visits

Session Length

Direct Traffic

SEO Traffic

Total SEO KWs

Conversion

Exercise 1

Mobile Strategy - DesignTrends, Design & SEO

http://xkcd.com/773/

http://services.google.com/fh/files/blogs/building_mobile_friendly_website.pdf

Smartphone optimized sites

Design URL Content

1 responsive same same html different CSS

2 dynamic content same different html different CSS

3 conventional different different html different CSS

4 Hybrid mix of the above mix of the above

Responsive Design

• Responsive web design is a setup where the server always sends the same HTML code to all devices and CSS is used to alter the rendering of the page on the device using media queries. Google automatically detects this setup if all Googlebot user agents are allowed to crawl the page assets (CSS, javascript, and images).

• crawlers: Googlebot & Googlebot-Mobile

https://developers.google.com/webmasters/smartphone-sites/details

Responsive Design

• Using a single URL for a piece of content makes it easier for your users to interact with, share, and link to your content, and a single URL for the content helps Google's algorithms assign the indexing properties for the content.

• No redirection is needed for users to get to the device-optimized view, which reduces loading time. Also, user agent-based redirection is error-prone and can degrade your site's user experience.

Responsive Design

• It saves resources for both your site and Google's crawlers. For responsive web design pages, any Googlebot user agents needs to crawl your pages once, as opposed to crawling multiple times with different user agents, to retrieve your content. This improvement in crawling efficiency can indirectly help Google index more of the site's contents and keep it appropriately fresh.

• Good for SEO and Good for maintenance

Same url, different html

• Dynamic serving is a setup where the server responds with different HTML (and CSS) on the same URL depending on the user agent requesting the page. As it is not immediately apparent in this setup that the site alters the HTML for mobile user agents (the mobile content is "hidden"), we recommend that the server send a hint to request that Googlebot-Mobile should crawl the page, too, and thus discover the mobile content. This hint is implemented using the Vary HTTP header.

Conventional: Separate mobile url

• In this configuration, each desktop URL has an equivalent different URL serving mobile-optimized content. A common setup would be pages on www.example.com serving desktop users having corresponding m.example.com pages serving mobile users. Google does not favor any particular URL format as long as they are all accessible to both Googlebot and Googlebot-Mobile

Cross linking: Separate mobile url

• On the desktop page, add a special link rel="alternate" tag pointing to the corresponding mobile URL. This helps Googlebot discover the location of your site's mobile pages.

• On the mobile page, add a link rel="canonical" tag pointing to the corresponding desktop URL.

Sitemap: Separate mobile url

<?xml version="1.0" encoding="UTF-8"?>

<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"

xmlns:xhtml="http://www.w3.org/1999/xhtml">

<loc>http://www.example.com/page-1/</loc>

<xhtml:link

rel="alternate"

media="only screen and (max-width: 640px)"

href="http://m.example.com/page-1" />

</url>

</urlset>

Hybrid

http://services.google.com/fh/files/blogs/which_solution_is_better_for_your_mobile_site.pdf

Above the fold content in < 1s

• Any delay longer than a second will cause the

user to interrupt their flow of thought, creating a

poor experience

https://developers.google.com/speed/docs/insights/mobile

Exercise 2

• Spa service – 3 locations, maps, phone #• Spa packages• Services – foot care, skin care, hair care, massage• Specials• News• Reviews• Contact Us• Social – Facebook/Twitter• Subscribe to newsletter / Book a service

Exercise 2

app m.web web

Design

Content 1

Content 2

Content 3

Content 4

Content 5

Build use cases for each scenario

Phone #LOGO

m.web strategy

• Define your need for m webo adding m.web to desktop, which won’t be changingo redesign existing site, which will include mobile

• Know your mobile userso what are they looking for? o reviews, price check, coupon, phone #, directions to

• Prioritize content with high UX

m.web strategy

• Define operational strategieso keeping up with the desktop siteo dependencies between app, m.web & desktop web

• Choose your design strategieso responsive / mobile urls / hybrid

• Define KPIs and iterate

Mobile Strategy - SEOTrends, Design, SEO

Mobile Content & SEO

Mobile SEO can work for any of these configurations:

● responsive design● dynamic serving on same url● mobile content on separate urls● hybrid configuration

http://www.brysonmeunier.com/update-to-mobile-content-and-seo-correlation-study-for-2013/

No clear winners in mobile SEO

Mobile Content & SEO

• Mobile content is correlated with mobile organic traffic. Mobile sites getting more organic traffic provide great user experience.

• The cross linking between desktop and mobile pages is not common

http://www.brysonmeunier.com/update-to-mobile-content-and-seo-correlation-study-for-2013/

Same keyword different intentions

• The intention of inputting a search term on a desktop,

smartphone, or tablet can mean different things for the

same keyword. For example, when typing in the term

“tacos” on a desktop I may want information or recipes;

but on a feature phone, I may want to call a local taco

shop; on a smartphone, I want directions to a local taco

place, and on a tablet, I want to check reviews or what

different items on the menu look like.

http://searchengineland.com/seo-considerations-for-google-mobile-search-in-2012-105469

Optimize for mobile UX

• know your mobile visitors

• branded keywords, store location, hours, phone numbers

• Click-to-call & Click-to-map are the two most common usage

Mobile Search vs Desktop Search

• More local results in mobile than desktop

• Android users are always logged in - more personalized results

• Desktop search has more descriptive keywords and longer tail

http://searchengineland.com/16-differences-between-google-mobile-desktop-search-results-in-2012-130463

http://www.ipsumtm.com/seo-game-changer-three-key-differences-between-desktop-and-mobile-search/

Mobile Search vs Desktop Search

• mobile visits 25%

• mobile visit duration 65%

• mobile organic traffic 20%

• mobile organic keywords list 12%

• mobile direct traffic 37%

mobile traffic - all sources 130%

mobile traffic - direct 400%

mobile traffic - Organic 50%

Launch of mobile site leads to

app strategy

• Solve customer problems on-the-go

• Make it worth their while

• Continuously improve UX and functionality

• Make it sticky

Hailo app

• Track your taxi in real-time

• Get picked up at the right place

• Automatically pay by credit card

Mobile banking app

• Scan and deposit checks anytime, anywhere

• Check your balance

• Transfer money

Key Takeaways

Takeaways

1. Think mobile first

Takeaways

2. Know your mobile audience

Takeaways

3. Leverage smartphone capabilities - Camera, Click to Call, Click to Map, SMS, On-the-go device usage

Takeaways

4. Local content & local offers

Takeaways

4. Local content & local offers

5. Mobile traffic is about mobile UX

@ThePapaPost

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