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

Size

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

https://wordpress.org/plugins/amp/

https://wordpress.org/plugins/accelerated-mobile-pages/

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

Data)


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


http://m.airberlin.com/en/pwa

http://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 [email protected]@stonetemple+Eric Enge(508) 962-8474www.stonetemple.com

The Future of Mobile - Presented at SMX Munich

Marketing

Transcript of The Future of Mobile - Presented at SMX Munich