Why You Must Be Mobile First Now

Eric Enge @stonetemple www.stonetemple.com

Why You Must be Mobile First NOW!


Who Am I?

Columnist & Contributor

CEO & Founder

60+ person Digital Marketing and SEO agency

Lead Co-Author


1984 World Foosball Champion – “Goalie War”

Eric Enge – Fun Fact



1. Google vs. Facebook





2. Mobile As a Ranking Factor


What Happened With Mobilegeddon?

We Analyzed 15,235 Queries Week of April 17, 2015, and Again on May

18, 2015


Mobile DOES Matter as a Ranking Factor


Google Plans 2nd Rankings Boost for May 2016



3. Rise of Voice Search


“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014


“We get 30 times as many action queries by voice as by

typing.”

“Last year, the number of mobile voice searches more than doubled than the year

before.”Gary IllyesFebruary 11, 2016


4. SPEED


Facebook Instant Articles


Fast

Loads “Instantly”

VisualizationFeatures

Scroll Left to Right

Zoom In

Connect to Maps

Key Features


Example of a Gawker News

FIA

This Lightning Bolt Indicates an FIA


Example Ad on an Instant Article


Your Ad Platform

Will Run Your Ads

No Revenue Sharing with FB Expected

Analytics

Can Still Run Your Analytics

Integrates Into Your Existing Platform

Proprietary System Running on Facebook Platform

Connects to Your

Infrastructure


Facebook Can Also Run Ads On Your Behalf


Source: Business Insider

Instant Articles Increases Reach on Facebook


Source: Business Insider

Reports of Increased Web Site Referrals Too?


Google’s Accelerated Mobile Pages (AMP)


Open System

Participants Include:• Google• Twitter• Pinterest• Wordpress• The Guardian


Limited HTML/JS Elements Allowed

Limited HTML

Elements

• No Forms• Nearly No JavaScript• Can Only Use AMP Provided

JS Library• All Content is Pre-rendered


Normal Version of

Page


AMP Versions of Same Page


AMP Impact on Page Size

Source: SmallSEOTools.com

71% Reduction in Page Size


AMP Impact on Page Speed Based on Size Alone

35 Point Improvement in Page Speed


Google Partners Can Cache the Page

This Will Speed Up the Page

Even Further


How Caching Works


AMP Impact With Caching Included


Implementation Overview



Importance of Speed

Faster Pages ARE a big deal

Continuing Rise of Mobile Devices Only Drives More Demand

Your Competitor Will Do it, Whether or Not You Do

Can’t Ignore the Importance of Mobile Performance


5. Apps



Apps Growing

Much Faster Than Mobile Browser or

Desktop


44% of ALL Digital Media

Time


The Issue with Apps


The Opportunity with Apps


Top 10 mobile apps by US unique visitors, June 2015v

Source: comScore

Facebook

Google



Key Factors

• Gain a Captive Audience• Push Messaging Ability• Learn About User Base• Can You Build Something

that People Will Want to Install and Use?

Should You Build Your Own App?


App Store Optimization


App Store Optimization (ASO) is the Process of Tuning Your App Listings to Increase Your

App Store Ranks, and/or Increase Downloads and

Installed


~60% Via the App Store


Nielsen Numbers

Very Similar


Number of Downloads From the App Store Impacts

Rankings


Strong Correlation

Between Rating and

Ranking Position

(iOS)


Less Correlation

Between Rating and

Ranking Position

(Google Play)


Apple App Store Ranking Factors


Google Play Ranking Factors


Keywords in the Title Tag Matter


Competitive Research


Test and Refinement Process


Use Available tools, such as:

• Appcod.es• App Annie• Sensor Tower


App Deep Linking


App Deep Linking is a Process for Exposing “Pages” in Your

App, so They Can Be Crawled and Indexed by Google



How App Deep Linking Affects Search (iOS)


App Install Button in Google SERPs

App Seeking Query Examples:

• Restaurant finder• Grocery shopping list• Breaking news app


Basics of Implementation

Important Considerations

• Setup Your App to Respond to HTTP Requests• Match up APP URIs with Desktop Pages• Use NoIndex.XML to block indexing of URIs• Avoid App Install Interstitials


5. Design Your Mobile Pages First


If Most of Your Audience is Coming in From Mobile …


Their Screen Looks a Bit Like This, and …

Eric Enge


Your Normal Desktop Page Looks Like This, and …


Does it Make Sense to Shove 10 LBS of **** Into a 5 LB bag?


6. Get Mobile First NOW


“… more Google searches take place on mobile devices than on

computers in 10 countries including the US and Japan”

Google: May 5th, 2015

http://adwords.blogspot.com/2015/05/building-for-next-moment.html


75% of the Devices Will be Something

OTHER than a Smartphone, Tablet, or PC


“Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.”

Greg SterlingSearch Engine LandJune 27, 2014


44% of ALL Digital Media Time Spent on

Apps


Facebook Rising


AMP Impact With Caching Included


Why You Must be Mobile First Summary

1. Mobile Searches > Desktop Search

2. Voice Search Will Become Primary Interface

3. More Time Spent in Apps Than Anywhere Else

4. Facebook Rising

5. Demand for Speed Growing Faster Than Ever


You Can Watch Your Competition Pass You By!


Or Leave Them in the Dust!


Eric [email protected]

@stonetemple+Eric Enge

(508) 962-8474www.stonetemple.com

Thank You!