Digital Marketing in a Mobile First World. This isn't just Google's world, this is the environment that every SEO, site owner or webmaster needs to be focused on. Everything is moving to Mobile First

2. What is Mobile First Anyway
• More people are accessing the internet via mobile
• Some people don’t even own a computer
• Media must be consumable on mobile
• Your customers must be able to convert on mobile

3. Why Should I care
• In November 2016 Mobile internet use surpassed desktop.
• If this hasn’t happened for you yet, it will.
• According to a 2017 study released by Stone Temple,
over 55 percent of all traffic is coming from a mobile
device, and that will continue to grow year on year.

4. Take a look at the stats

10. National Stats & Predictions
• November 2016 Mobile Internet use surpassed Desktop
• This is dominated by smartphones (Tablet use is very small)
• It is predicted that soon, 75% of internet users world wide will be on
mobile

11. How to Check Your Mobile Numbers
• Google Analytics >> Audience >> Mobile
• Set date range and/or compare to previous year or prior months

12. Does Mobile Convert As Well As Desktop

13. Other Critical Metrics

14. Mobile First and Design

15. Does Your Design Work on Mobile
• Was your website designed for Desktop and then Mobile?
The mobile-first approach is exactly as it sounds: designing for the smallest
screen and working your way up. It is one of the best strategies to create either
a responsive or adaptive design. The mobile-first approach is a tenet of
progressive enhancement.

16. Does Your Design Work on Mobile
• Is Sidebar Content Accessible?
• Are Call to actions prominent?
• Is the content readable?
• Is your site Responsive (will work on any device)?
• Do you offer mobile notifications of new content?
• Are your goals accurately reflected on your mobile site?

17. Common Mobile Issues with Design
• Sidebar pushed to bottom of page
• Call to Action pushed down
• Too much content
• Elements out of order
• Crowded screens
• Poor Mobile Usability

18. Design Mobile Pages as standalone pages
• What does your ideal mobile design look like?
• What are you trying to get your users to do?
• Start with Mobile First

19. What’s the difference
• When we design from Desktop to mobile, we
just push elements around on the page.
When we design specifically for mobile we
can create a unique and effective user
experience that converts for Mobile users.

20. Designing to Convert on Mobile
• What is your key mobile conversion
• Make phone numbers clickable (click-to-call)
• Make sure pop ups can be fully seen & easily closed
(do not cover more than 20% of visible screen)
• Make it easy to see colors and sizes
• Make images expandable
• Offer alerts for mobile content
• Capture email addresses
• Allow account creation with saved payment info (mobile users)

21. Mobile & SEO

22. What is the Mobile First Index
• Google has started judging your site on the Mobile version, soon this
will be universal – Mobile First Index
Simply put, Google will begin to index and rank your site based on the content
on your mobile experience, and not your desktop experience as it has done
historically.
• WHEN? This has already started for some sites, and all sites will follow
at some point (2018?)
• July 2018 – Mobile Site Speed becomes important ranking factor

23. Key issue: Site Speed
• Mobile internet is
often slower
• Page speeds should be
under 3 seconds
• Google Page speed
insights tool
• https://developers.goo
gle.com/speed/pagesp
eed/insights

24. Key Issue: AMP
What is AMP
The AMP Project is an open-source initiative aiming to make the web better for
all. The project enables the creation of websites and ads that are consistently
fast, beautiful and high-performing across devices and distribution platforms.

25. Key Issue: AMP
• AMP example

26. Mobile & PPC

27. Key Issue: Landing Pages
• Are all of your landing pages optimized?
• Do you want the same landing page for desktop and mobile?
• Do people want different information when they are a mile away from a
store?

28. Key Issue: Conversion Rates
• Conversion rates are often different
• You need to optimize to maximize conversions
• Do you need different campaigns for desktop and mobile traffic?
More than likely yes

29. Key Issue: Bid Adjustments
• You can adjust bids based on mobile vs desktop
• Refine your campaigns to maximize sales

30. Key Issue: Click to Call
• This must be turned on!

31. Key Issue: Location based bidding
• Store locations
• Events
• Different buying patterns

32. Mobile & Social

33. Key Issue: Location Based Bidding
• Paid social campaigns
e.g. Coffee shop – Target Facebook ads to anyone within 2 miles of the store
location
• Offer coupon?

34. Key Issue: Shareability
• Is your content shareable?
• Does your content have good sharing options on mobile?
• Are they easy to use?

35. The Good & The Bad

36. Trucks.com

37. Emerald Luxury Coaches

38. Bridgetower Dental

39. Mutual Savings Credit Union