the future of mobile - presented at smx munich
TRANSCRIPT
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FUTURE OF MOBILE
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EXECUTIVE TEAMERIC ENGE, CEO
NOTABLE SPEAKER, BOOK AUTHOR & ENTREPRENEUR 2016 US Search Awards Search Personality of
the Year2016 Landy’s Search Marketer of the Year
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STATE OF THE WEBDesktop Vs. Mobile
Eric Enge @stonetemple www.stonetemple.com
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Desktop vs. Mobile Visits
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Desktop vs. Mobile Page Views Per Visitor
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Desktop vs. Mobile Bounce Rate
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Desktop vs. Mobile Total Time Spent
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Your Prospects Screen Looks a Bit Like This …
Eric Enge @stonetemple www.stonetemple.com
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Your Normal Desktop Page Looks Like This, and…
Eric Enge @stonetemple www.stonetemple.com
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Does it Make Sense to Shove 10 LBS of *** Into a 5 LB Bag?
Eric Enge @stonetemple www.stonetemple.com
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Consider Deferred Conversions
Eric Enge @stonetemple www.stonetemple.com
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Problems with the Mobile Web
Proliferation of
devicesCrawl bloat
Programming
complexity
Eric Enge @stonetemple www.stonetemple.com
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From Google’s Mobile First Announcement
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Mobile Subdomain orDynamic Serving Responsive Web Design
Different HTML, Based On Device Same HTML to Each Device
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Dynamic Serving – Responsive Design Comparison
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• Content Served on the Same URL as Desktop
• Web Server Relies on User Agent Detection
• Different Page Code Served to Each Device Type
• Easy to Serve a Significantly Different Experience to Desktop and Smartphone Users
• Content Served on the Same URL as Desktop
• Same Page Code Served to Each Device Type
• Up to the Device to Use Media Queries to Select the Right Style Sheet to Render Page
• More Difficult to Serve a Significantly Different Experience to Desktop and Smartphone Users
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Eric Enge @stonetemple www.stonetemple.com
Google’s Accelerated Mobile Pages (AMP)
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Eric Enge @stonetemple www.stonetemple.com
Why AMP?
martinlugton.com
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Eric Enge @stonetemple www.stonetemple.com
Why AMP – Ringier.ch case study
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Open System
Participants Include:• Google• Twitter• Pinterest• Wordpress• The Guardian
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Limited HTML/JS Elements Allowed
Limited HTML
Elements
• Limited JavaScript• Can Only Use AMP Provided
JS Library• All Content is Pre-rendered
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Eric Enge @stonetemple www.stonetemple.com
AMP Image Tags
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AMP Animated GIFs
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AMP Video Tags
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AMP Audio Tags
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AMP Switchboard Tags
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Eric Enge @stonetemple www.stonetemple.com
Normal
Version of Page
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Smartphone
Version (AMP)
Tablet Version (AMP)
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Eric Enge @stonetemple www.stonetemple.com
71% Reduction in Page
Size
Source: SmallSEOTools.com
AMP Impact on Page Size
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This Will Speed Up the
Page Even Further
AMP Partners Can Cache the Page
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Eric Enge @stonetemple www.stonetemple.com
How Caching Works
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AMP Impact With Caching Included
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Amp Plugins
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Wordpress• https://wordpress.org/plugins/amp/• https://wordpress.org/plugins/accelerated-mobile-pages/Drupal• https://www.drupal.org/project/amp
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Importance of Speed
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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
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Mobile First Indexing & Crawling
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Short Summary of Mobile First Impact
Your Crawl Path May Be Broken
Key Content May Be Missing From Your Pages
You Should Implement Structured Markup on Your Mobile Pages
Shows which pages are getting the most emphasis in your link structure
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Summary of a Crawl of a Travel Site
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Length of Crawl Path on the Travel Site
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Travel Site Crawl – Other Site Issues
Eric Enge @stonetemple www.stonetemple.com
No category Navigation – this is why click depth is
217 clicks
Most mobile pages have 2 canonicals
Blog comments each have their own URLs
No structured markup on the mobile pages
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Transportation Site Crawl – Basic Data
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Transportation Site Problems
Mobile site is all forms
No crawl path to critical content
Info on pricing missing from mobile site
Missing information includes all their services info!
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Game Retail Site Crawl – Basic Data
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Game Retail Site Crawl – Page Data
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Small Retail Site Crawl – Critical Issues
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No Category Pages
Lots of Thin Content Pages
No Basic Navigation
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Large Retail Site – Basic Data
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Most Installed iPhone Apps in Germany(SimilarWeb)
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Most Installed Android Apps in Germany(SimilarWeb)
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44% of ALL
Digital Media Time(US
Data)
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Progressive Web Apps
Enable Site Designers to
Access Phone
Hardware
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Air Berlin Demonstrate
d PWA at Google I/O
2016https://m.airberlin.com/en/pwa
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https://flights.airberlin.com/en-DE/progressive-web-app
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How Air Berlin Built Their PWA
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Advantages of Progressive Web Apps
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• Access to entire web ecosystem
• No need to maintain backwards compatibility
• Easier to deploy and maintain
• Discoverable in search engines
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Progressive Web Apps Still Can’t …
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• Perform Inter-app communication
• Trigger on user proximity• Access the address book• Access Bluetooth API• Detect network type /
speed• Detect ambient light
intensity
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Gary Illyes - 2016the number of mobile voice searches have
more than doubled than the year before
we get 30 times as many action queries by voice as by typing
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13% of People are Likely or Very Likely to Speak Commands to Their Phone in a Public Restroom
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Men More Likely to Speak Commands
13% of Men are Likely or Very Likely to Speak Commands to Their Phone in a Theatre
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23% of People With 100K+ Income are Likely or Very Likely to Speak Commands to Their Phone in a Public Restroom
Eric Enge @stonetemple www.stonetemple.com
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High income are more likely to get annoyed by other
using voice commands (50.8%
vs. 41.8% for all responses),
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FUTURE’S COMING FAST
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75% of the Devices Will be Something
OTHER than a Smartphone, Tablet, or PC
Eric Enge @stonetemple www.stonetemple.com
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Death of the Search Box
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Death of the
Browser Too!
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Google Assistant Answers the Most
Questions Correctly
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Cortana Pushing Featured Snippets Aggressively
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Siri Strong on Direct Answers
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