The Future of Mobile - Presented at SMX Munich

FUTURE OF MOBILE

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

STATE OF THE WEBDesktop Vs. Mobile

Eric Enge @stonetemple www.stonetemple.com

Desktop vs. Mobile Visits

Desktop vs. Mobile Page Views Per Visitor

Desktop vs. Mobile Bounce Rate

Desktop vs. Mobile Total Time Spent

Your Prospects Screen Looks a Bit Like This …

Your Normal Desktop Page Looks Like This, and…

Does it Make Sense to Shove 10 LBS of *** Into a 5 LB Bag?

Consider Deferred Conversions

Problems with the Mobile Web

Proliferation of

devicesCrawl bloat

Programming

complexity

From Google’s Mobile First Announcement

Mobile Subdomain orDynamic Serving Responsive Web Design

Different HTML, Based On Device Same HTML to Each Device

Dynamic Serving – Responsive Design Comparison

• 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

Google’s Accelerated Mobile Pages (AMP)

Why AMP?

martinlugton.com

Why AMP – Ringier.ch case study

Open System

Participants Include:• Google• Twitter• Pinterest• Wordpress• The Guardian

Limited HTML/JS Elements Allowed

Limited HTML

Elements

• Limited JavaScript• Can Only Use AMP Provided

JS Library• All Content is Pre-rendered

AMP Image Tags

AMP Animated GIFs

AMP Video Tags

AMP Audio Tags

AMP Switchboard Tags

Normal

Version of Page

Smartphone

Version (AMP)

Tablet Version (AMP)

71% Reduction in Page

Source: SmallSEOTools.com

AMP Impact on Page Size

This Will Speed Up the

Page Even Further

AMP Partners Can Cache the Page

How Caching Works

AMP Impact With Caching Included

Amp Plugins

Wordpress• https://wordpress.org/plugins/amp/• https://wordpress.org/plugins/accelerated-mobile-pages/Drupal• https://www.drupal.org/project/amp

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

Mobile First Indexing & Crawling

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

Summary of a Crawl of a Travel Site

Length of Crawl Path on the Travel Site

Travel Site Crawl – Other Site Issues

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

Transportation Site Crawl – Basic Data

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!

Game Retail Site Crawl – Basic Data

Game Retail Site Crawl – Page Data

Small Retail Site Crawl – Critical Issues

No Category Pages

Lots of Thin Content Pages

No Basic Navigation

Large Retail Site – Basic Data

Most Installed iPhone Apps in Germany(SimilarWeb)

Most Installed Android Apps in Germany(SimilarWeb)

44% of ALL

Digital Media Time(US

Progressive Web Apps

Enable Site Designers to

Access Phone

Hardware

Air Berlin Demonstrate

d PWA at Google I/O

2016https://m.airberlin.com/en/pwa

https://flights.airberlin.com/en-DE/progressive-web-app

How Air Berlin Built Their PWA

Advantages of Progressive Web Apps

• Access to entire web ecosystem

• No need to maintain backwards compatibility

• Easier to deploy and maintain

• Discoverable in search engines

Progressive Web Apps Still Can’t …

• Perform Inter-app communication

• Trigger on user proximity• Access the address book• Access Bluetooth API• Detect network type /

speed• Detect ambient light

intensity

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

13% of People are Likely or Very Likely to Speak Commands to Their Phone in a Public Restroom

Men More Likely to Speak Commands

13% of Men are Likely or Very Likely to Speak Commands to Their Phone in a Theatre

23% of People With 100K+ Income are Likely or Very Likely to Speak Commands to Their Phone in a Public Restroom

High income are more likely to get annoyed by other

using voice commands (50.8%

vs. 41.8% for all responses),

FUTURE’S COMING FAST

75% of the Devices Will be Something

OTHER than a Smartphone, Tablet, or PC

Death of the Search Box

Death of the

Browser Too!

Google Assistant Answers the Most

Questions Correctly

Cortana Pushing Featured Snippets Aggressively

Siri Strong on Direct Answers

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

The Future of Mobile - Presented at SMX Munich

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