This presentation highlights the importance of mobile websites and how to measure its success.

1. By Tom White
Account Manager
Mobile Websites
01 / 01 / 2014 – Presented by Name Here

2. Content
• Preparation for Going Mobile
• Discussion on Google updates- Mobile Usability
• Build- What to consider when building a mobile site
• Next Actions- How to measure success?
• Case Study

3. Introduction- Preparation for Going Mobile
• Today’s consumers are ready to connect with your
business on screens of all types and sizes
• Consumers today are constantly connected, moving
between devices
• This constant connectivity offers rich new opportunities
for brands and businesses to reach consumers
• Innovations in the market by the likes of Apple, catalyst
for mobile usage

4. Preparation for Going Mobile
• Fast Paced Culture- Whatever screen they happen to
be on, users want it to just work
• They don’t want to have to pinch, slide and struggle to
get pages to load, fill out a form or make a purchase
• Increase of 4G connectivity across the country
• Expansion of broadband networking- Including
better/more Wi-Fi hotspots

6. • Have you seen rankings drop in recent
weeks?
• Google have never hidden from the fact that they want a
better search engine experience. Hence lots of updates
Panda/Penguin.
• Something was coming- Significant movement within
organic search results
• New Google Algorithm update concerning mobile wasn’t
denied by Google
• Google feel that both desktop and mobile users should be
given the same level of experience and content.
Google- Mobile Usability Changes

7. Example of Messages

8. Why is a Mobile Website Important?
• Mobile Rankings
• It appears that Google has started penalising the
websites which are currently not mobile-friendly to
ensure that the websites which are mobile-friendly
rank higher up in search engine result pages
(SERPs), as these type of websites offer a better
user-experience.

9. Why is a Mobile Website Important?
• Mobile Visits increase
• Failing to have a mobile-friendly website can have a
negative impact on your website’s click-through-rate
(CTR)
• As new tablets, technologies and/or mobile devices join
the marketplace. We need to assess and make sure the
site is compatible across the board.
• Assessment of Google Analytics is required to understand
behaviour.
• Revenue Increase from Mobile
• Usage goes up… potentially so will revenue if you have a
good site
• More effective design = greater chance of conversion
• 50% of users who have searched online for

10. Options-Responsive Web
Design
• The content resizes itself to fit the screen being
used, based on pre-defined breakpoints and fluid
grids.
• It finds the size of the screen/device and will size
the website accordingly
• Advantages of this design:
• One URL for all content- Easy to manage
• Streamlined user experience
• Links that point to your desktop site will also point
to your mobile site, making it strong even though
it's new
• Once you've built responsive templates, you don't
have to update both the main and the mobile sites
separately.
• Recommended by Google

11. Options- Separate Mobile Site
• Your system detects mobile visitors and
redirects them to your mobile-optimised site
(often using a sub-domain like
m.yourname.com)
• Normally used when the content/offering on
the mobile site needs to be completely
different to the desktop version
• Advantages
• A Custom user experience
• Specific changes can be made quite quickly

12. What is my Next Action?
• There are many ways to configure a website for all
screens. Your best approach depends on the unique
requirements of your brand and your business.
• Factors to think about:
• Include the cost, time to build, your available human
resources and infrastructure, and the needs of your
customers
• Step 1- Log into Webmaster tools and view Google’s
Mobile Usability section
• Step 2- Using Google’s guidance act on the issues to
make the site more mobile friendly
• Step 3- On some occasions you may require a full
bespoke mobile design

13. Summary
• As search engine use becomes more mobile than
desktop based, it makes sense for Google to be looking
to ensure that they are catering for their biggest user
market
• Google have failed to call the update by any sort of
name or even indicate that the change was based on
mobile usability thus far
• A multi-screen strategy is a must to succeed with
today’s constantly connected consumers, as well as
maximising the SEO benefits
• But one size doesn’t fit all when it comes to creating the
perfect configuration. Many factors come into play, and
you know the needs of your own business the best.

14. Case Study- PlusNet
• Stage 1- Understanding their customers - Most people
accessed their site via a tablet/mobile to get broadband
for a new house. There was a need.
• Using responsive web design PlusNet achieved the
following:
• Doubled smartphone & tablet traffic
• X10 increase in sales using mobile and tablet devices
• Developed content to work across all devices
• Future proofed the website
• The company has increased its mobile AdWords spend
since launch and has used site links and click-to-call
functionality in ads

15. Examples of Good Mobile Sites
• http://bit.ly/1CU5xuM
• http://bit.ly/17jrBno

16. Any Questions?