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#LocalUp
THRIVING IN
THE MOBILE
ECOSYSTEM
AARON WEICHE
@AaronWeiche
Spyder Trap & LocalU

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#LocalUp@AaronWeiche
+

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#LocalUp@AaronWeiche

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#LocalUp@AaronWeiche

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#LocalUp@AaronWeiche
Pigeon Attack

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#LocalUp@AaronWeiche
Mobile Search Evolution
2014 vs. 2015 Pigeon Impact
Auto Repair
Car Insurance
Dentist
DUI Lawyer
Haircut
Hardware Store
Hotel
Pizza
Plumber
Steak Restaurant
A comparison of Mobile SERPS for the
following 10 keywords:

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#LocalUp@AaronWeiche
Mobile Search Evolution
2014 Mobile Search Results
Page 1 Google Mobile SERPs in Minneapolis
32% Local
21% Website
18% Directory (Mostly Yelp)
14.8% PPC
12.9% News, Blog posts, In-Depth Articles, Images
Mobile “Above The Fold” – First 3 screen lengths
74% Local
14.8% PPC
7.4% Directory (All Yelp, but 1 result was Avvo)
3.1% Website

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#LocalUp@AaronWeiche
Mobile Search Evolution
2015 Mobile Search Results
Page 1 Google Mobile SERPs in Minneapolis
20.2% (+7.3%) News, Blogs, In-depth Articles, Images
18.6% (-2.4%) Website
16% (-2%) Directory (Mostly Yelp)
15.5% (+0.7%) PPC
13.9% (-18.1%) Local (Avg. of 4.4 panes, 12 local results)
Mobile “Above The Fold” – First 3 Screen Lengths
35.5% (-38.5%) Local
25% (+21.9%) Website
19.7% (+12.3%) Directory
19.7% (+4.9%) PPC

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#LocalUp@AaronWeiche
Mobile Search Evolution
2014 vs. 2015 Pigeon Impact
Biggest Changes:
Local Results took the biggest hit
The pain of panes – A UX nightmare
Websites and Directories made up the “above the
fold” slack for local results declining
Paid saw small to moderate gains - Of course
More News, Articles type results … but all are
located deep down page one

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#LocalUp@AaronWeiche
Designing Mobile Success
LAND = Website

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#LocalUp@AaronWeiche
Mobile-friendly Websites
Choose Your Land Type
Responsive vs. Separate vs. Hybrid

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#LocalUp@AaronWeiche
Responsive Websites
2014 Growth of RWD

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#LocalUp@AaronWeiche
Responsive Websites
2014 Growth of RWD

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#LocalUp@AaronWeiche
Great digital experiences don’t
happen by accident.

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#LocalUp@AaronWeiche
Mobile Design Best Practices
Great Digital Products Don’t Happen By Accident
Teehan Lax Design Principles
(are awesome)
http://goo.gl/tUE3L2
By Dave Gillis - Partner
Just acquired by Facebook

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#LocalUp@AaronWeiche
1. The Right Team
What Vendor, What Approach, What Tech
What mobile format?
Responsive, Separate, Hybrid
What drives these decisions?
Time, budget, resources
What experience is there?
Especially in a vendor

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#LocalUp@AaronWeiche
2. Real Problems for Real People
Align Outcomes, Will It Be Used, Will It Be Loved

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#LocalUp@AaronWeiche
2. Real Problems for Real People
Align Outcomes, Will It Be Used, Will It Be Loved

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#LocalUp@AaronWeiche
3. Measureable Outcomes
What Will Success Look Like & How Will It Be Determined
Lead driven
Experience driven
Data driven

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#LocalUp@AaronWeiche
4. Make Decisions Through Use
Prototype - InvisionApp

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#LocalUp@AaronWeiche
4. Make Decisions Through Use
Get Feedback – UsabiltyHub (3 tests in 1)

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#LocalUp@AaronWeiche
4. Make Decisions Through Use
Prototype and Get Feedback – UsabiltyHub (3 tests in 1)

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#LocalUp@AaronWeiche
4. Make Decisions Through Use
Wayfinding For The Mobile Web - http://goo.gl/J9ZT6F

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#LocalUp@AaronWeiche
4. Make Decisions Through Use
Circulation, Spacial Cues, Signage
The Hamburger Menu
http://goo.gl/piAm8E
1. Use testing tools
2. Test MENU vs. Burger
3. Test Placement
4. Measure the right stuff

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#LocalUp@AaronWeiche
4. Make Decisions Through Use
Putting Things In Reach
Image: Brad Frost

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#LocalUp@AaronWeiche
5. Iterate & Refactor
No Commitments, It Works Or You Rebuild
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#LocalUp@AaronWeiche
6. Seamless UX
Great Experiences Sync Across Devices, Use, Sessions

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#LocalUp@AaronWeiche
Deep Experiences
AQUATIC = Content & Usability

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#LocalUp@AaronWeiche
Content
Mobile Content Doesn’t Mean LESS Content
Content for the mobile user:
Proximity
Utility (Directions, landmarks, payment)
Structure & hierarchy

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#LocalUp@AaronWeiche
Usability
Do The Work For Them

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#LocalUp@AaronWeiche
Usability
Don’t Fall Victim To “Simple” - But Make Easy, Easier
www.threeventures.com

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#LocalUp@AaronWeiche
Tracking The Depths
Page Scroll Tracking
Google Tag Manager:http://andygibson.us/2013/10/track-scroll-depth-
using-google-tag-manager/
Google Analytics:
http://cutroni.com/blog/2012/02/21/advanced-content-tracking-with-
google-analytics-part-1/

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#LocalUp@AaronWeiche
Breathing In Leads
AIR = Google Search

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#LocalUp@AaronWeiche
Also feels like…

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#LocalUp@AaronWeiche
Mobile Making Headlines
Mobile Headlines Are The Trend, Not Mirage

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#LocalUp@AaronWeiche
Paid Mobile Search
Killer Placement & Opportunity
It’s #1 and #2 … then ZERO
CALLS, CALLS, CALLS
Sitelinks (clicks, real estate, copy)
Mobile landing page

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#LocalUp@AaronWeiche
Paid Mobile Search
3 Steps To Optimizing Local Paid Search – Benjamin Vigneron
http://searchengineland.com/3-steps-
optimizing-local-paid-search-213686?
1. Scalable Account Structure
2. Location Bid Adjustments
3. Analyze & Predict Local
Ad Spend & Returns

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#LocalUp@AaronWeiche
Local Mobile Search
Pigeon = Hello Approximate Proximity
Location and proximity matter more than
ever before
1st pane or feel the pain
Google is hogging the clicks
Calls YES, Website or Directions NO

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#LocalUp@AaronWeiche
Organic Mobile Search
“Mobile friendly” Is The Warning Shot
Google: http://goo.gl/TAe64o

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#LocalUp@AaronWeiche
Organic Mobile Search
Google’s Page Speed Insights - Speed

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#LocalUp@AaronWeiche
Organic Mobile Search
Page Speed Insights - Usability

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#LocalUp@AaronWeiche
Organic Mobile Search
FeedTheBot – www.feedthebot.com/mobile

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#LocalUp
THANK YOU!
AARON WEICHE
@AaronWeiche
Spyder Trap