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

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 Sterling
Search Engine Land
June 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 Illyes
February 11, 2016

4. SPEED

Facebook Instant Articles

Fast
Loads
“Instantly”
Visualization
Features
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 …

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

44% of ALL
Digital Media
Time Spent on
Apps

Facebook Rising

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 Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!

Why You Must Be Mobile First Now

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