thriving in the mobile ecosystem - mobile web design
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#LocalUp@AaronWeiche
Mobile Search Evolution2014 vs. 2015 Pigeon Impact
Auto Repair
Car Insurance
Dentist
DUI Lawyer
Haircut
Hardware Store
Hotel
Pizza
Plumber
Steak Restaurant
A comparison of Mobile SERPS for the
following 10 keywords:
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Mobile Search Evolution2014 Mobile Search Results
Page 1 Google Mobile SERPs in Minneapolis
32% Local
21% Website
18% Directory (Mostly Yelp)
14.8% PPC
12.9% News, Blog posts, In-Depth Articles, Images
Mobile “Above The Fold” – First 3 screen lengths
74% Local
14.8% PPC
7.4% Directory (All Yelp, but 1 result was Avvo)
3.1% Website
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Mobile Search Evolution2015 Mobile Search Results
Page 1 Google Mobile SERPs in Minneapolis
20.2% (+7.3%) News, Blogs, In-depth Articles, Images
18.6% (-2.4%) Website
16% (-2%) Directory (Mostly Yelp)
15.5% (+0.7%) PPC
13.9% (-18.1%) Local (Avg. of 4.4 panes, 12 local results)
Mobile “Above The Fold” – First 3 Screen Lengths
35.5% (-38.5%) Local
25% (+21.9%) Website
19.7% (+12.3%) Directory
19.7% (+4.9%) PPC
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Mobile Search Evolution2014 vs. 2015 Pigeon Impact
Biggest Changes:
Local Results took the biggest hit
The pain of panes – A UX nightmare
Websites and Directories made up the “above the
fold” slack for local results declining
Paid saw small to moderate gains - Of course
More News, Articles type results … but all are
located deep down page one
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Mobile-friendly WebsitesChoose Your Land Type
Responsive vs. Separate vs. Hybrid
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Mobile Design Best PracticesGreat Digital Products Don’t Happen By Accident
Teehan Lax Design Principles
(are awesome)
http://goo.gl/tUE3L2
By Dave Gillis - Partner
Just acquired by Facebook
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1. The Right TeamWhat Vendor, What Approach, What Tech
What mobile format?
Responsive, Separate, Hybrid
What drives these decisions?
Time, budget, resources
What experience is there?
Especially in a vendor
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2. Real Problems for Real PeopleAlign Outcomes, Will It Be Used, Will It Be Loved
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2. Real Problems for Real PeopleAlign Outcomes, Will It Be Used, Will It Be Loved
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3. Measureable OutcomesWhat Will Success Look Like & How Will It Be Determined
Lead driven
Experience driven
Data driven
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4. Make Decisions Through UsePrototype and Get Feedback – UsabiltyHub (3 tests in 1)
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4. Make Decisions Through UseWayfinding For The Mobile Web - http://goo.gl/J9ZT6F
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4. Make Decisions Through UseCirculation, Spacial Cues, Signage
The Hamburger Menu
http://goo.gl/piAm8E
1. Use testing tools
2. Test MENU vs. Burger
3. Test Placement
4. Measure the right stuff
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ContentMobile Content Doesn’t Mean LESS Content
Content for the mobile user:
Proximity
Utility (Directions, landmarks, payment)
Structure & hierarchy
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UsabilityDon’t Fall Victim To “Simple” - But Make Easy, Easier
www.threeventures.com
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Tracking The DepthsPage Scroll Tracking
Google Tag Manager:http://andygibson.us/2013/10/track-scroll-depth-
using-google-tag-manager/
Google Analytics:
http://cutroni.com/blog/2012/02/21/advanced-content-tracking-with-
google-analytics-part-1/
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Paid Mobile SearchKiller Placement & Opportunity
It’s #1 and #2 … then ZERO
CALLS, CALLS, CALLS
Sitelinks (clicks, real estate, copy)
Mobile landing page
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Paid Mobile Search3 Steps To Optimizing Local Paid Search – Benjamin Vigneron
http://searchengineland.com/3-steps-
optimizing-local-paid-search-213686?
1. Scalable Account Structure
2. Location Bid Adjustments
3. Analyze & Predict Local
Ad Spend & Returns
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Local Mobile SearchPigeon = Hello Approximate Proximity
Location and proximity matter more than
ever before
1st pane or feel the pain
Google is hogging the clicks
Calls YES, Website or Directions NO
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Organic Mobile Search“Mobile friendly” Is The Warning Shot
Google: http://goo.gl/TAe64o
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Organic Mobile SearchFeedTheBot – www.feedthebot.com/mobile