My mobile presentation from LocalUp, a joint conference from MOZ and Local University on local search and internet marketing. This presentation looks into the opportunity of creating and growing the mobile experience between your customers and your brand: one strong enough to delight fingers, change minds, and win hearts. Understand how to best design a mobile website, responsive web design, how Google serves up mobile search results and more.

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THRIVING IN
THE MOBILE
ECOSYSTEM
AARON WEICHE
@AaronWeiche
Spyder Trap & LocalU

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Pigeon Attack

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Mobile Search Evolution
2014 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 Evolution
2014 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 Evolution
2015 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 Evolution
2014 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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Designing Mobile Success
LAND = Website

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Mobile-friendly Websites
Choose Your Land Type
Responsive vs. Separate vs. Hybrid

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Responsive Websites
2014 Growth of RWD

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Responsive Websites
2014 Growth of RWD

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Great digital experiences don’t
happen by accident.

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Mobile Design Best Practices
Great 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 Team
What 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 People
Align Outcomes, Will It Be Used, Will It Be Loved

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2. Real Problems for Real People
Align Outcomes, Will It Be Used, Will It Be Loved

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3. Measureable Outcomes
What Will Success Look Like & How Will It Be Determined
Lead driven
Experience driven
Data driven

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4. Make Decisions Through Use
Prototype - InvisionApp

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4. Make Decisions Through Use
Get Feedback – UsabiltyHub (3 tests in 1)

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4. Make Decisions Through Use
Prototype and Get Feedback – UsabiltyHub (3 tests in 1)

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4. Make Decisions Through Use
Wayfinding For The Mobile Web - http://goo.gl/J9ZT6F

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4. Make Decisions Through Use
Circulation, 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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4. Make Decisions Through Use
Putting Things In Reach
Image: Brad Frost

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5. Iterate & Refactor
No Commitments, It Works Or You Rebuild
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6. Seamless UX
Great Experiences Sync Across Devices, Use, Sessions

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Deep Experiences
AQUATIC = Content & Usability

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Content
Mobile Content Doesn’t Mean LESS Content
Content for the mobile user:
Proximity
Utility (Directions, landmarks, payment)
Structure & hierarchy

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Usability
Do The Work For Them

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Usability
Don’t Fall Victim To “Simple” - But Make Easy, Easier
www.threeventures.com

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Tracking The Depths
Page 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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Breathing In Leads
AIR = Google Search

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Also feels like…

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Mobile Making Headlines
Mobile Headlines Are The Trend, Not Mirage

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Paid Mobile Search
Killer 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 Search
3 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 Search
Pigeon = 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 Search
Google’s Page Speed Insights - Speed

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Organic Mobile Search
Page Speed Insights - Usability

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Organic Mobile Search
FeedTheBot – www.feedthebot.com/mobile

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THANK YOU!
AARON WEICHE
@AaronWeiche
Spyder Trap