searchlove san diego 2017 | emily grossman | the new mobile

PowerPoint Presentation

The NEW Mobile: Proactive Strategies for the Next Wave

#SearchLove @goutaste

If your plans dont include mobile, your plans are not finished.

Wendy Clark, Coca-ColaMeet your customers in the environment of their choice, not where it's convenient for you.Cyndie ShaffstallMobile is becoming not only the new digital hub but also the bridge to the physical world.

Thomas Husson, ForresterMobile is the enabling centerpiece of digital convergence.Tomi T AhonenMore Google searches take place on mobile devices than on computers.

Google If youre not using mobiledont worry - your competitors are already using it and are getting those customers instead.Jamie Turner, 60SecondMarketerThe adoption rate of mobile is twice that of the internet.Emma Crowe, SomoThe smartphone is the key marketing battleground of 2016.Andrew Smith, Director at Escherman

#SearchLove @goutasteMost mobile sessions start with a bunch ot stats and quotes like this quotes to convince you that movile is growing. But Im calling shenannigans on this. Mobile has already won.2

The trend has been mobile was winning. It's now won.-- Eric Schmidt, Google

#SearchLove @goutasteIn fact, its old new that its won. Can anyone guess when Eric Schmidt said this? It was 2014. That was 3 years ago! So lets stop thinking of mobile as something you need to be sold on, and start thinking about what this actually means.3

TimePerformance & AdoptionNew InnovationScalingMature TechnologyFrenzyTech ImprovementsThe Technology S Curve

#SearchLove @goutasteIt helps to look at mobile in the context of an S-curve, starting from new innovation and moving up in this snake-like pattern until it levels out more around maturity4

@benedictevansMobile S-Curve Moving from Creation to Deployment

#SearchLove @goutasteTo take mobile seriously is to know that were already in the 2nd half of this S-curve. 5

@benedictevansWE ARE HEREMobile S-Curve Moving from Creation to Deployment

#SearchLove @goutasteWeve actually moved past PCs and are heading to 5 billion users, which means were beyond the creation state were moving into deployment. So the issues that matter in mobile marketing are changing. The issues that matter in mobile marketing are changing.6

Developing PROactive

VS.

REactive Mobile Strategies

#SearchLove @goutasteToday, instead of just listing off tactics and google guidelines, I want to show you how these issues are changing, so that we can develop more pro-active strategies for the changing tide.7

Understanding The NEW (Pro-Active) Mobile Questions For

PLATFORMPERFORMANCEANALYTICS

#SearchLove @goutasteAnd Ive brough 3 issues with me today:Mobile platformMobile PerformanceMobile Analytics8

Understanding The NEW (Pro-Active) Mobile Questions For

PLATFORMPERFORMANCEANALYTICSFUTURENEWOLD

#SearchLove @goutasteFor each one were going to talk about effective strategies for the old context, the new context, and for the future9

MOBILE PLATFORMFUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

#SearchLove @goutasteLets start with mobile platform10

Old Model of Thinking: Web VS. Apps

OLD: Web vs. Apps

@paul_kinlanpaul.kinlan.me/the-headless-web/

Should I build an app or a website?

#SearchLove @goutasteWhen mobile was in its infancy, the classic platform question was: should I build a mobile app or a mobile website. and you can see why in this chart. The features, the capabilities of each platform were almost entirely different. 11

OLD: Web vs. Apps

Engaging, Immersive Experiences Potential ReachAPPSWEBNative Features Made Apps More Engaging Web Features Made Sites More Discoverable

#SearchLove @goutasteWhere one struggled, the other excelled. Native apps lent themselves to engaging experiences, but you had to download them, and even after you downloaded them, youd have to start from the home screen, so they struggled with reach.Conversely, websites were great at reaching people but couldnt integrate more deeply with the mobile device12

A Web of Apps App IndexingNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

firebase.google.com/docs/app-indexing/*App Icons Only on Android

#SearchLove @goutasteBut over the last few years, this has changed. Google introduced app indexing, which allows people to access content inside installed apps from Google Search they can click a search result and land on that content in the app without them having to navigate from the home screen13

NEW: Web of Apps & App-Like WebOLD: Web vs. Apps

http://www.cc.com/shows/the-daily-show-with-trevor-noah

comedy-central://example-deep-link-to-daily-show Example deep links:A Web of Apps Deep Linking

#SearchLove @goutasteThis was made possible by a process called deep linking which allowed app developers to assign specific URLs that could open specific app screens. So even without google search, native apps were finally capable of content sharing in ways that were previously only available to websites.14


A Web of Apps Instant Appsdeveloper.android.com/topic/instant-apps/index.html

#SearchLove @goutasteGoogle has even previewed the potential of where this could lead with the launch of instant apps which would expand the functionality of deep links beyond just apps that are installed, so people can access un-installed app content, just like they would on the web.15

New: A Web of Apps & App-Like WebsitesNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

Engaging, Immersive Experiences Potential ReachAPPSDeep Links WEB

#SearchLove @goutasteSo this has been rightfully exciting and Ive spent a large chunk of the last two years helping companies do this. It isnt entirely easy by any means, but for businesses who had already invested in making their native apps their best digital experience, it was worth it.But at the same time, the mobile web was also changing.16

NEW: Web of Apps & App-Like WebOLD: Web vs. AppsMeanwhilebit.ly/website-push-notifications

#SearchLove @goutasteWatch this.17


Meanwhilebit.ly/website-push-notifications


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NEW: Web of Apps & App-Like WebOLD: Web vs. AppsMeanwhilebit.ly/PWA-install

#SearchLove @goutasteWho knew you could have push notifications for your website? How about this?19


Meanwhilebit.ly/PWA-install

#SearchLove @goutasteBut meanwhile, the web was growing, too20

The App-Like Web: Progressive Web AppsNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

@suzzicksbit.ly/cindy-mozcon-2016

#SearchLove @goutasteSo apps got linking. But the mobile web got push notifications, installing, launching from the home screen, and browserless interfaces. 21

#SearchLove @goutasteThe App-Like Web: What is a PWA?NEW: Web of Apps & App-Like WebOLD: Web vs. Apps

@suzzicksHTTPS Mobile Friendly Website

Service WorkerWeb App Manifest=+

Progressive Web Appbit.ly/cindy-mozcon-2016

#SearchLove @goutasteWhat makes all of that new functionality possible? A new-ish platform called progressive web apps theyre similar to mobile friendly websites but they add two important supporting technologies an app manifest that holds information about your website, and something called a service worker.23

Service Workers can give users the best of both [app & web] worlds: A middle ground letting you choose how and when the site should be integrated deeper into the device.NEW: Web of Apps & App-Like WebOLD: Web vs. Apps

@paul_kinlanpaul.kinlan.me/slice-the-web/

#SearchLove @goutasteNow the Service Worker is really a critically powerful piece of tech. It is what enables the website to transition from a stand alone in-the-browser state to an app that is fully integrated with the device, more like something native. 24

The App-Like Web Service WorkersNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

Service Workers are so powerful, that browsers wont let you use it without encryptionHTTPS REQUIRED

#SearchLove @goutasteHeres how it works. When your website supports a registered service worker, it can act as an intermediary between the website and the server, so it can fetch resources fro the server.

A service worker is a script that stands between your website and the network, giving you, among other things, the ability to intercept network requests and respond to them in different ways.

enables parts of our JavaScript to act as a proxy between the browser and the server, intercepting and managing requests and responses, and storing or retreiving files from cache.

https://developers.google.com/web/fundamentals/getting-started/primers/service-workers

Things to note about a service worker:It's a JavaScript Worker, so it can't access the DOM directly. Instead, a service worker can communicate with the pages it controls by responding to messages sent via the postMessage interface, and those pages can manipulate the DOM if needed.Service worker is a programmable network proxy, allowing you to control how network requests from your page are handled.It's terminated when not in use, and restarted when it's next needed, so you cannot rely on global state within a service worker's onfetch and onmessage handlers. If there is information that you need to persist and reuse across restarts, service workers do have access to the IndexedDB API.Service workers make extensive use of promises, so if you're new to promises, then you should stop reading this and check out Promises, an introduction.

We can use service workers:To make sites work faster and/or offline using network interceptingAs a basis for other background features such as push messaging and background synchronization25

New: A Web of Apps & App-Like Websites


@paul_kinlanpaul.kinlan.me/the-headless-web/

#SearchLove @goutasteSo thanks to service workers as well as other new development in the mobile web, we ended 2016 in a place where websites and apps converged in capabilities that once used to function differently. 26

New: A Web of Apps & App-Like WebsitesNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

Engaging, Immersive Experiences Potential ReachAPPSDeep Links WEBPWA

#SearchLove @goutasteSo the question of 2017 is not, should I build an app or a mobile website, but rather, do I invest in making a native app better at reach, or making my website more deeply engaging? And the answer is YES.As we look to the future, a lot of these questions obscure even further.27

Prepare for a time when no one ever visits your website. Awareness, research, and conversion will all happen in the search results-- David MihmFUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Appsbit.ly/david-mihm-2017

#SearchLove @goutasteI love this David Mihm quote.[read]And with all my respect to David Mihm, this prediction is kind of cheating. Because for some verticals

http://tidings.com/vault/predictions-2017-part-one.html28

FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

Search is Already Becoming the UI

#SearchLove @goutasteWere already there. Look at this experience. You can book a table on open table without ever hitting open tables specific website or app.29

FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. AppsThis is NOT the Only Measure of Success

#SearchLove @goutasteWhich means that opentable could give 2 shits about their traffic growth. They dont need taffic to make money.30

FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

Success Also Looks Like THIS

#SearchLove @goutasteSuccess can also look like this. So how do you prepare to optimize for a world where your UI might be irrelevant?31

Get Better at Being a Data Source: Structured Data (Schema)FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

#SearchLove @goutasteAn easy way to get started while leveraging your current web platform is through structured data. Structured data allows you to add markup to your website so that your data can be easily ingested by another database.32

Get Better at Being a Data Source: Structured Data FormattingFUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

moz.com/blog/json-ld-for-beginners

#SearchLove @goutasteThere are a few ways to format your structured data, but JSON-LD is often the easiest and its recommended by Google.33

Structured Data Immediate SEO BenefitsFUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

developers.google.com/search/docs/data-types/books

#SearchLove @goutasteAnd again, depending on your industry, there may already be special SERP treatment for companies that make their data more easily accessible through schema like this.

https://developers.google.com/search/docs/data-types/tv-movieshttps://developers.google.com/search/docs/data-types/recipeshttps://developers.google.com/search/docs/data-types/books

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Get Better at Being a Data Source: APIsFUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps


https://www.programmableweb.com/news/what-are-benefits-apis/analysis/2015/12/0335

FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. AppsWhat is Lyft?

#SearchLove @goutasteIs lyft a native app? A PWA? Could it be a chat bot? Sure! Lyft doesnt give a shit what the new hot UI looks like because its actually an API. The new platform of the future could be slack, or starbucks, and Lyft would still have a business.36

MOBILE PERFORMANCEFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization

#SearchLove @goutasteMoving on to mobile performance.37

Performance Matters, Mobile Performance Matters More

bit.ly/google-speed-stats

#SearchLove @goutastePerformance matters, and mobile performance matters more. Half of mobile users abandon a site that takes more than 3 seconds to load, and when surveyed, they say they expect the site to take 2.

https://storage.googleapis.com/doubleclick-prod/documents/The_Need_for_Mobile_Speed_-_FINAL.pdf38

RAIL Performance FrameworkOLD: Loading Optimization

developers.google.com/web/fundamentals/performance/rail

#SearchLove @goutasteSo its no coincidence that the part of Googles performance framework that gets a mobile icon is load.

https://developers.google.com/web/fundamentals/performance/rail

Load times have always been a critical part of performance, even more critical for mobile its not surprise that this is an area that weve always tried to optimize, even from the early days

#goals should be:100 ms response8ms animate50ms idle work1000ms to interactive

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Check Your Loading OptimizationOLD: Loading Optimization

developers.google.com/speed/pagespeed/insights/

#SearchLove @goutasteAnd most people start assessing their site performance here with PageSpeed Insights

https://developers.google.com/speed/pagespeed/insights/40


testmysite.thinkwithgoogle.com

#SearchLove @goutasteOr the new TestMySite tool. And this is still a very good place to start, because

https://testmysite.thinkwithgoogle.com41



These are the basics we all still get wrong

#SearchLove @goutasteWe still fuck this shit up. A lot can be done HERE. And many many websites still miss out on these basics. All of this stuff in the box is saying load less load smaller code files, load smaller image files.42

Loading OptimizationOLD: Loading Optimizationbit.ly/wordpress-performance-fail

Hi, Im a Wordpress Theme with 23 JS libraries and 20 stylesheets!

#SearchLove @goutasteAnd you have to be especially if youre buying a wordpress theme. Some of the prettiest themes are the least performant.

https://themeforest.net/item/skrollex-creative-one-page-parallax/14699984 >> 23 JavaScript libraries and 20 CSS stylesheets43

Loading OptimizationOLD: Loading Optimization

Hi, Im a Wordpress Theme with 23 JS libraries and 20 stylesheets!

bit.ly/wordpress-performance-fail

#SearchLove @goutasteThis is wise sage advice anything that says multi-purpose is likely bloated with stuff you dont use, but is going to load with your site anyway. IT DOESNT MATTER IF IT SAYS RESPONSIVE. SLOW IS NOT MOBILE FRIENDLY.

https://themeforest.net/item/skrollex-creative-one-page-parallax/14699984 >> 23 JavaScript libraries and 20 CSS stylesheets44

OLD: Loading Optimization

bit.ly/mobile-speed2 from We Want Faster Sites, But Were Also Shipping More JS Than Ever

@samcconebit.ly/rel-preload-demo

#SearchLove @goutasteOkay but its 2017, we know we have to be fast, but we also want to load our fancy javascript. Apparently a lot of javascript. So after weve removed code we dont need how do we ensure that everything we want to load doesnt stop our page from loading.

---

At the same time as we are trying to minimize and compress our images for faster loading, were also trying to build richer and richer experiences. And that means were loading more javascript. The problem is that our phones but especially older phones have struggled to handle all the JS we want to ship.

So we need to load less code, but we also need to load more code. How do we do this? We optimize for this by loading the right code, at the right time.

we need to load it at the right time, and let the browser do more work for us whenever possible.

So newer performance frameworks still prioritize a fast loading experience, but the also explain how to eventually deliver the best possible experience to users whos devices can handle it. 45



#SearchLove @goutasteIf youre seeing this in your audits, its time to look at your waterfalls and move the critical JS and CSS code that you need into the critical rendering path.

https://testmysite.thinkwithgoogle.com46

Tools That Help With Critical Path RenderingOLD: Loading Optimization

webpagetest.orgWebPageTest

#SearchLove @goutasteTools like webpage test can help you see which resources are being required when.

http://www.freeperformancesoftware.com/product/webpagetest-org/47

OLD: Loading Optimization

Tools That Help With Critical Path [email protected]/blog/the-technical-seo-renaissance

Chrome Dev Tools

#SearchLove @goutasteAnd Chrome Dev Tools can also help.

Timeline section of Chrome DevToolshttps://moz.com/blog/the-technical-seo-renaissance48

NEW: Progressive EnhancementOLD: Loading OptimizationProgressive Enhancement

#SearchLove @goutasteBut lets take this concept of critical path rendering one step further, and you get this newer concept of progressive enhancement.

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Progressive EnhancementNEW: Progressive EnhancementOLD: Loading Optimization

Not this progressive

#SearchLove @goutasteI dont mean these progressives50

NEW: Progressive EnhancementOLD: Loading Optimization

An escalator can never break, it can only become stairs. There would never be an escalator temporarily out of order sign, only an escalator temporarily stairs. Sorry for the convenience.-- Mitch Hedberg

#SearchLove @goutasteThe idea of progressive enhancement is that your website should start with the minimum that it needs to function, and then add functionality as more advanced features are available to it, so that those features dont hurt its performance. The perfect analogy is an escalator.51

How Service Workers Can Help Optimize Repeat VisitsNEW: Progressive EnhancementOLD: Loading Optimization

medium.com/@addyosmani/progressive-web-apps-with-react-js-part-3-offline-support-and-network-resilience-c84db889162c#.jtl0ooqu2

#SearchLove @goutasteSo our good friends service workers are also a progressive enhancement for performance when the service worker isnt installed, the website should still work. But when it is working, boy can it speed things up.

https://developers.google.com/web/updates/2015/11/app-shell52

Service Workers Wont Help Everywhere But Remember Theyre Enhancements NEW: Progressive EnhancementOLD: Loading Optimization

#SearchLove @goutastehttp://caniuse.com/#feat=serviceworkers53

Service Workers Wont Help Everywhere But Remember Theyre Enhancements NEW: Progressive EnhancementOLD: Loading Optimization

Progressive Web App Temporarily Functional Website on Safari.

Sorry for the convenience.

#SearchLove @goutastehttp://caniuse.com/#feat=serviceworkers54

Browser AssistsNEW: Progressive EnhancementOLD: Loading Optimization

@ipullrankmoz.com/blog/the-technical-seo-renaissance

#SearchLove @goutasteOkay so we load less code, we load it at the right time, and now were going to lean on the browsers for support when they can help us. This is a technique that Mike King has talked about.

https://moz.com/blog/the-technical-seo-renaissance

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NEW: Progressive EnhancementOLD: Loading Optimizationipullrank.com/how-i-sped-up-my-site-68-percent-with-one-line-of-code/Be 99% sure! Prerender will load ALL of the assets for the page. If you are wrong, this can waste battery and bandwidth from your mobile users.

Good use cases (near certainty on click):Next page in paginated article Logged in page from Login PageBrowser Assists

#SearchLove @goutastehttps://moz.com/blog/the-technical-seo-renaissance

Pre-fetch = OK to guess. Pre-render = better be sure.

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@benedictevansFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading OptimizationWere Halfway to Connecting Everyone5.5bn people over 14 years old, close to 5bn with mobile phones, ~2.5bn smartphonesFuture: Network Optimization & Offline Functionality

#SearchLove @goutasteConnecting the next billionThe average mobile user is not on a $600+ phoneOver of active Android users have 1 GB or less in RamThis has REAL performance implicationsDont just test on a mobile phone test on a mobile networkThe NETWORK is the enhancement

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The average mobile user is not on a $600+ phone & over half of active Android users have 1 GB or less in RamFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading OptimizationFuture: Network Optimization & Offline Functionality

WATCH: bit.ly/progressive-performance

#SearchLove @goutasteConnecting the next billionThe average mobile user is not on a $600+ phoneOver of active Android users have 1 GB or less in RamThis has REAL performance implicationsDont just test on a mobile phone test on a mobile networkThe NETWORK is the enhancement58

FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization

Image: kinsta.com/learn/what-is-http2/#goal_of_creating_http2WE ARE HEREYOUR AUDIENCE MAY BE HEREUnderstanding Network Connection VariabilityTreat the Network as an Enhancement

#SearchLove @goutasteConnecting the next billionThe average mobile user is not on a $600+ phoneOver of active Android users have 1 GB or less in RamThis has REAL performance implicationsDont just test on a mobile phone test on a mobile networkThe NETWORK is the enhancement59

Understand Network Connection VariabilityFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading OptimizationRead: bit.ly/http2-introImage: kinsta.com/learn/what-is-http2/#goal_of_creating_http2

HTTP/2 enables full request & response multiplexingHTTP/2 will be critical in connecting the next billion

#SearchLove @goutasteInconsistent network speeds - Understand network connection variabilityif you care about those users, you should be treating the network as an enhancement. Network connection optimization with pre-load on http2 for all the dependencies

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Prefetch & Prerender speed up your next navigationPreload speeds up the current oneFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization

Pre-load is like saying, Hey, browser! Heres a resource youre going to need later on, so start loading it now.Pre-load can specify the download as ="script","style","image","media","document

bit.ly/what-is-rel-preload

Optimize Network RequestsHTTP/2 + PreLoad = Moves the start download time of a critical asset closer to initial request

#SearchLove @goutastehttps://www.smashingmagazine.com/2016/02/preload-what-is-it-good-for/61

FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimizationbit.ly/rel-preload-demo

@samccone

#SearchLove @goutasteFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimizationbit.ly/rel-preload-demo

@samccone

#SearchLove @goutasteUnderstand Network Connection VariabilityService Workers Help Optimize for Network Connectivity FUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization

@pierrefardeliberatedigital.com/mobile-seo

#SearchLove @goutasteInconsistent network speeds - Understand network connection variabilityif you care about those users, you should be treating the network as an enhancement. Network connection optimization with pre-load on http2 for all the dependencies

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Service Workers Can Even Give Websites Offline FunctionalityFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization

#SearchLove @goutasteThere is now a school of offline first development

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Service Workers Can Even Give Websites Offline FunctionalityFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimization

#SearchLove @goutasteIntermittent connections dont need to be a problem66

FUTURE: Beyond the BrowserNEW: Recovering Dark DataOLD: Mobile-specific DataMOBILE ANALYTICS

#SearchLove @goutasteOLD: Mobile-specific Data

Where Are We Best Targeting Mobile Queries in Search Results?


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OLD: Mobile-specific Data

Google Analytics - Default

Google Analytics - Devices

Google Analytics - BrowsersUsuallysocial app browsersHow Are We Serving Our Mobile Users When They Land Here?


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SEMRUSH Mobile ReportingOLD: Mobile-specific Data

#SearchLove @goutasteGoogle Analytics (and Search Console) have gotten a lot better at segmenting mobile.But you still have to be careful if you use other tools.

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@aleydabit.ly/keyword-tools-matrix

#SearchLove @goutastehttp://www.aleydasolis.com/en/search-engine-optimization/keywords-research-tools-comparison/71


@aleyda

bit.ly/keyword-tools-matrix

#SearchLove @goutastehttp://www.aleydasolis.com/en/search-engine-optimization/keywords-research-tools-comparison/72

Which of These Devices Are Mobile?OLD: Mobile-specific Data

All of these have a big screen, keyboard, and roughly the same performance What is the difference between them?

Lumia Screen + KeyboardiPad ProSurface Pro

MacBook@benedictevans

#SearchLove @goutasteAnd when tools DO segment, you still have to know how they are segmenting. Which devices are mobile? Tablet? What counts as a session?

Defining what is mobile keeps getting increasingly hard when everything looks more & more mobile

The truth is that segmenting these devices is not always realistic many people are multi-device, but our data limitations and our insistence on segmenting mobile users can sometimes obscure this73

NEW: Recovering Dark DataOLD: Mobile-specific Data

Newer:Recover Dark Data & Get a More Realistic View of User Behavior

#SearchLove @goutasteSocialSharing (IM, Email, Slack)Search74

NEW: Recovering Dark DataOLD: Mobile-specific DataRecovering Dark (Mobile) Traffic

@mdsimmondsbit.ly/dark-traffic-slides


NEW: Recovering Dark DataOLD: Mobile-specific DataAnother One For The Direct Bucket


NEW: Recovering Dark DataOLD: Mobile-specific DataCross-Browser Attribution is Getting More Realistic

arstechnica.com/security/2017/02/now-sites-can-fingerprint-you-online-even-when-you-use-multiple-browsers/Now sites can fingerprint you online even when you use multiple browsers

#SearchLove @goutastehttps://arstechnica.com/security/2017/02/now-sites-can-fingerprint-you-online-even-when-you-use-multiple-browsers/77

NEW: Recovering Dark DataOLD: Mobile-specific DataBut Cross-Device Attribution is Still Crazy Hard (Especially Between Native Apps & Web)Signed-In Users are usually our best shot at accurate attribution here


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NEW: Recovering Dark DataOLD: Mobile-specific DataRankings Tracking on Mobile Today Is Near Pointless

@ipullrankmoz.com/blog/the-technical-seo-renaissance

#SearchLove @goutastehttps://moz.com/blog/the-technical-seo-renaissance79

FUTURE: Beyond the BrowserNEW: Recovering Dark DataOLD: Mobile-specific DataHow Do You Record Offline Traffic?

bit.ly/track-offline


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FUTURE: Beyond the BrowserNEW: Recovering Dark DataOLD: Mobile-specific DataWhat About Push Notification Behaviors?bit.ly/GA-push-tracking


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Track your mobile segmentsYes, still do the basicspass the Mobile Friendly TestCompress and minify your resources (images, JS)

#SearchLove @goutasteSo instead of a bunch of quotes about mobile being a big deal, I want to leave you with this. 82

Pay attention to Service Workers and new performance techniquesbut also start to build the foundations for whats coming next.

HTTPS is tables stakes for a lot of the futureBuild out your platform & prepare to be UI-Agnostic

Track your mobile segmentsYes, still do the basicspass the Mobile Friendly TestCompress and minify your resources (images, JS)Figure out how were going to track it all outside a traditional browser


Pay attention to Service Workers and new performance techniquesbut also start to build the foundations for whats coming next.

HTTPS is tables stakes for a lot of the futureBuild out your platform & prepare to be UI-Agnostic

Be less REactive be more PROactive & lets make the mobile world a better place!Track your mobile segmentsYes, still do the basicspass the Mobile Friendly TestCompress and minify your resources (images, JS)Figure out how were going to track it all outside a traditional browser


Emily Grossman@goutaste@mobilemoxie

www.mobilemoxie.com

Thank You!


Bonus Slides Next!


@benedictevansThe Mobile S-Curve is Passing the PC S-Curve



theguardian.com/info/developer-blog/2016/aug/19/how-we-made-the-riorun-progressive-web-app

#SearchLove @goutasteStructured Data TestingFUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

search.google.com/structured-data/testing-tool/u/0/


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Structured Data Reporting(Search Console)FUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. Apps

#SearchLove @goutastehttps://developers.google.com/search/docs/data-types/tv-movies

https://developers.google.com/search/docs/data-types/recipes

https://developers.google.com/search/docs/data-types/books

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APIs: MobileMoxie is Doing It, TooFUTURE: UI-Agnostic ContentNEW: Web of Apps & App-Like WebOLD: Web vs. AppsMobileMoxies beta API lets you pull our tools into YOUR existing dashboard

#SearchLove @goutastehttps://www.programmableweb.com/news/what-are-benefits-apis/analysis/2015/12/0391



#SearchLove @goutastehttps://testmysite.thinkwithgoogle.com92

PRPL Performance Framework for Web AppsFocuses on Time to InteractiveFUTURE: Network OptimizationNEW: Progressive EnhancementOLD: Loading Optimizationdevelopers.google.com/web/fundamentals/performance/prpl-pattern/

#SearchLove @goutastePush critical resources for the initial URL route.Render initial route.Pre-cache remaining routes.Lazy-load and create remaining routes on demand.

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searchlove san diego 2017 | emily grossman | the new mobile

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