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Going Mobile

Jenny Nixon Connie Hancock

Jay Jenkins University of Nebraska Extension Educators

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Mobile is HERE!

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University of Nebraska–Lincoln

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University of Nebraska–Lincoln

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University of Nebraska–Lincoln

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University of Nebraska–Lincoln

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University of Nebraska–Lincoln

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Do YOU need a mobile website?

• Your Clientele o who is your clientele and how are they accessing

your web content? o Using analytics can help find this information o What are your clientele and what are they looking

for and expecting from your web content? • Your Content

o What will you offer for mobile users? (links, coupons, phone numbers, etc.)

o Make sure that other web content that links to your business is accurate (map sites and business information aggregators)

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Who is the mobile user?

On the move On the couch

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How to Get Started

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Assess Current Website

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What do Mobile Users Want?

• What features lend themselves to mobile? o click to call link o map/location o key features

• What do mobile users want from your website?

• Prioritize • Reduce • Compress

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How Does Mobile Ready Work?

Googlebot and Googlebot-Mobile

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Mobile Options

• 3 options for making your web content mobile ready

o 1 "mobile friendly" site same URL is advantage rethink the user needs

o CMS management systems device detection serve content based on device detection

o 2 different sites with device detection mobile browser detection (sniff out) and

redirection from server side web crawlers can provide correct search results

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Tools to Create a Mobile Version of Your Website

• MoFuse • Mippin Mobilizer • Wirenode • Winksite • MobiSiteGalore • mobiReady • Google Mobile

Optimizer • Mobify • Onbile

For WordPress sites • MobilePress • WP-Tap • WP-Touch Pro

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Designing for Mobile

• Clear Calls to Action o Click to Call o Get directions o Make appointment or ????

• Avoid Mobile-Unfriendly Elements o Flash o Hover events

• Fluidity • Touch Interface - 30-40 pixel click target (fingers 40-80) • Vertical Scrolling • Simple Navigation • White Space • Escape Hatch

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Cost ?

• Range from 0$ to ???? • DIY versus Contracting someone to design

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Search Engine Optimization (SEO)

Image: Adam Hickmott / FreeDigitalPhotos.net

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Keywords

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Advanced Keyword Research https://adwords.google.com

• Filter by mobile volume in the advanced features

• Select category data for YOUR “keywords” for mobile users and desktop users

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Advanced Keyword Research

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Top Mobile Keywords

• Weather • Celebrities

• Maps

• Games

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Mobile Links

• Greatest value on links that come from

other websites

• Links connecting pages on your own site

• Make better use of copy links o Services vs Landscape Services

• Provide a sitemap page with full-size links,

or a more extensive footer menu with

longer links

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Mobile Content

• Branded Mobile Content, such as ringtones, wallpaper, games and apps

• Mobile coupons, sweepstakes and other offers

• Videos and more information seen in traditional media

• Giving mobile users the opportunity to interact

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Writing for the Web

• Be succinct • Write for scanability

• Use keywords in your content oLinks of keywords to more info

• Use Headlines

• Bulleted Lists

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Writing for Mobile

• Focus on what users actually need on the move

• Cut ruthlessly – but stay instantly understandable

• Keep home pages for navigation

• Leave space between links

• Don’t forget SEO

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Writing for Mobile

• Make a user’s journey through your mobile site easy

• Keep everything self-contained

• Don’t rely on design

• Put a link to your full site on every page

• Keep forms short • Mobile Content: If in Doubt, Leave It Out

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Short vs Keyword Rich

• Customers First Visit o Research who to buy from

o Maybe one more time for contact information, or to check a particular product

• Helps prioritize important factors

• Assign purpose to individual mobile webpages

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Searches without Keywords

• Scenario - a business traveler is having a beer in the hotel bar

• Wants to know more about it • Takes out her Android phones

• Scans the label with Google Goggles o This would be a great place for a QR Code

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Mobile Visual Search

• No direct match but Google does find a logo for the company, and gives general web results for the keyword [goose island]:

• Optimized logo for the phrase [Goose

Island Logo] o Google was able to match the image to the

keyword and provide somewhat relevant results

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Mobile SEO

1.Mobile Web User Requirements are Different

2.Mobile Search Engine Behaviors are Different

3.Mobile Web User Activity is Different

4.Building Your Mobile Site for SEO is Different

http://mobithinking.com/best-practices/mobile-seo-best-practices

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Do's

• Do install a mobile plugin if your CMS supports one (ie WP Touch for WordPress)

• Do create smart navigation • Write clear content with compelling headlines • Keep it ultra-short, (short is too long for mobile) • Single Column Layout

and Don'ts • Don't use too many (or too big) images • Don't rely on Flash or Javascript

Mobile Design = Small and Targeted

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Just KISS!

keep it simple silly!

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Resources

http://ready.mobi/launch.jsp?locale=en_EN mobiReady to check/compare Google Webmaster: Making Websites Mobile Ready http://googlewebmastercentral.blogspot.com/2011/02/making-websites-mobile-friendly.html Google Webmaster: Help Google Index Your Mobile Site http://googlewebmastercentral.blogspot.com/2009/11/help-google-index-your-mobile-site.html

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More Resources

https://docs.google.com/present/view?skipauth=true&id=ddrxs4sv_0jfrfjh5r&ncl=true http://www.youtube.com/watch?v=Ja7abx3OPOQ&feature=player_embedded http://mashable.com/2011/05/17/mobile-marketing-tips/

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More Resources

http://www.youtube.com/watch?v=Ja7abx3OPOQ&fea

ture=player_embedded

http://googlewebmastercentral.blogspot.com/2009/11/

running-desktop-and-mobile-versions-of.html

http://www.youtube.com/user/GoogleWebmasterHelp

#p/search/3/05UMQjbce2o

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Tools

• Google's GoMoMeter: http://www.howtogomo.com/en/#test-your-site

• MobiReady: http://ready.mobi/

• W3C mobileOK Checker: http://validator.w3.org/mobile/

• iPadPeek: http://ipadpeek.com/

• yslow http://developer.yahoo.com/yslow/

• Page Speed: http://code.google.com/speed/page-speed/

• Smush.it: http://developer.yahoo.com/yslow/smushit/

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Resources

• http://searchengineland.com/mobile-seo-for-websites-that-behave-like-apps-72521

• http://searchengineland.com/using-the-mobile-ratio-to-measure-mobile-seo-success-109727

• http://www.useit.com/alertbox/mobile-content-comprehension.html http://www.useit.com/alertbox/mobile-writing.html http://www.useit.com/alertbox/mobile-writing.html

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Content Resources

http://www.useit.com/alertbox/mobile-writing.html

http://www.useit.com/alertbox/mobile-content-comprehension.html