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 hrs
o 64% take action within 1 hour
• Autos - 49% take action within 24 hrs
o 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
http://searchengineland.com/report-mobile-traffic-to-local-sites-growing-faster-than-total-internet-now-at-27-percent-158139

Exercise 1
Mobile Desktop
Visits
Session Length
Direct Traffic
SEO Traffic
Total SEO KWs
Conversion

Mobile Strategy - Design
Trends, Design & SEO

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.
<link rel="alternate" media="only screen and (max-width:
640px)" href="http://m.example.com/page-1" >
• On the mobile page, add a link rel="canonical" tag
pointing to the corresponding desktop URL.
<link rel="canonical"
href="http://www.example.com/page-1" >

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">
<url>
<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
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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

m.web strategy
• Define your need for m web
o adding m.web to desktop, which won’t be changing
o redesign existing site, which will include mobile
• Know your mobile users
o what are they looking for?
o reviews, price check, coupon, phone #, directions to
store
• Prioritize content with high UX

m.web strategy
• Define operational strategies
o keeping up with the desktop site
o dependencies between app, m.web & desktop web
• Choose your design strategies
o responsive / mobile urls / hybrid
• Define KPIs and iterate

Mobile Strategy - SEO
Trends, 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

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

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
device usage
4. Local content & local offers

Takeaways
device usage
4. Local content & local offers
5. Mobile traffic is about mobile UX

Mobile strategy workshop 2013 wordcamp

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