We used to talk about whether or not we were in the year of mobile but we are actually in the Age of Mobile.

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Hortense Bailey
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1 We used to talk about whether or not we were in the year of mobile but we are actually in the Age of Mobile.

2 where we ve come from...

3 : 12x total internet usage vs mobile data usage Source

4 2013 s big question: What should my mobile strategy be?

5 Proof: the story from the stats. Ben Evans. It wasn t always like this.

6 It s because this happened 2008 Source

7 It s because this happened Source

8 It s because this happened Source

9 now, 52% of UK internet users say that mobile is their primary way to access the web.

10 up from only 24% in 2013.

12 And sure enough... Mobile has become the preferred way to browse the web.

13 Ben Evans, 2015 It s actually the PC that has the limited, basic, cut-down version of the internet...it only has the web.

14 Finnish mobile internet usage forecast % Source

15 Finnish mobile internet usage forecast % % Source

16 From , there was a 60% increase in mobile data usage in the Nordic region. Source

17 Finland is the biggest for mobile data usage in this region, using 2.5x more mobile data than Sweden in second place. Source

18 These trends are shaping our conversations around mobile search.

23 We used to talk about how to prevent showrooming....that ship has sailed.

24 OH WELL

25 welcome to...

26 The Changing Landscape of Mobile Search Bridget Randolph

27 Technological Advances Reactive Approach

28 Technological Advances User Behaviour Reactive Approach

29 Technological Advances User Behaviour Ranking Factors (Google) Reactive Approach

30 Technological Advances User Behaviour Reactive Approach Ranking Factors (Google) Search Marketing

31 What if we could get a head start?

32 Technological Advances User Behaviour Ranking Factors (Google) Search Marketing

33 Apple WWDC 2016 Google I/O 2016

34 4 key shifts for Google Mobile First Mobile Friendliness Page Load Times and AMP App Integration with Web Search

35 #1 Mobile Friendliness Mobile First as a Ranking Factor Site Speed Mobile and Friendliness Page Load Times Mobile Page Load First Times Design and of SERPs AMP App Integration with Web Search

36 In the news

37 Nov 4, We ve begun experiments to make our index mobile-first. -- Google Webmaster Blog

38 They re already starting to roll this out.

39 The old Google - listing style

40 The new Google - card style

41 No more sidebar ads

42 Content has to become more flexible.

44 Mobile user experience is crucial.

45 A mobile site cannot afford to exclude any desktop content we want to rank for.

46 We have to think creatively with our strategies...

47 ...and start optimizing for Instant Answers Knowledge Graph Voice Search

48 Quick tip Make sure that your mobile content is well-optimized for search and for users.

49 Where s it heading? Mobile-first index Cross-device integration Universal Clipboard on OS Siri remote for AppleTV ApplePay on websites Less device-specific dependencies Android Wear 2.0 doesn t require phone Google Auto can integrate directly with car system Mobile-first to Machine learning-first

50 Where s it heading? Mobile-first index Cross-device integration Universal Clipboard on OS Siri remote for AppleTV ApplePay on websites Less device-specific dependencies Android Wear 2.0 doesn t require phone Google Auto can integrate directly with car system Mobile-first to Machine learning-first

51 Where s it heading? Mobile-first index Cross-device integration (content everywhere) Universal Clipboard on OS Siri remote for AppleTV ApplePay on websites Less device-specific dependencies Android Wear 2.0 doesn t require phone Google Auto can integrate directly with car system Mobile-first to Machine learning-first

52 Where s it heading? Mobile-first index Cross-device integration (content everywhere) Universal Clipboard on OS Siri remote for AppleTV ApplePay on websites Less device-specific dependencies Android Wear 2.0 doesn t require phone Google Auto can integrate directly with car system Mobile-first to Machine learning-first

53 #2 Mobile Friendliness Mobile First as a Ranking Factor Site Speed Mobile and Friendliness Page Load Times Mobile Page Load First Times Design and of SERPs AMP App Integration with Web Search

54 Mobile Friendliness

55 They started with a positive incentive approach.

56 Google now provides all sorts of tools in Search Console and elsewhere to test mobile friendliness.

57 81%+ of the top 3 results are mobile friendly.

58 Post-Mobilegeddon, Google announced a 4.7% percentage point increase in the number of mobile-friendly websites. Source

59 Quick tip Make sure that your site passes the basic mobile-friendliness tests.

60 Google s basic criteria Avoids software that is not common on mobile devices, like Flash Uses text that is readable without zooming Sizes content to the screen so users don't have to scroll horizontally or zoom Places links far enough apart so that the correct one can be easily tapped Remember: This stuff is the bare minimum, not the finish line.

61 Google s basic criteria Avoids software that is not common on mobile devices, like Flash Uses text that is readable without zooming Sizes content to the screen so users don't have to scroll horizontally or zoom Places links far enough apart so that the correct one can be easily tapped Remember: This stuff is the bare minimum, not the finish line.

62 Quick tip Run user testing on your checkout process to ensure that mobile users can complete a transaction.

63 Where s it heading? Mobile first approach to rankings Mobile page speed will be ranking factor Mobile index will be primary index Content accessibility needs don t stop with smartphones Google Home and similar devices Android Wear 2.0 and other wearables Smart cars and vehicle-integrated apps Mobile search is tied to voice search and physical context Optimizing for conversational search and geolocation

64 Where s it heading? Mobile first approach to rankings Mobile index will be primary index Mobile page speed will be ranking factor Content accessibility needs don t stop with smartphones Google Home and similar devices Android Wear 2.0 and other wearables Smart cars and vehicle-integrated apps Mobile search is tied to voice search and physical context Optimizing for conversational search and geolocation

65 Where s it heading? Mobile first approach to rankings Mobile index will be primary index Mobile page speed will be ranking factor Content accessibility needs don t stop with smartphones Google Home and similar devices Android Wear 2.0 and other wearables Smart cars and vehicle-integrated apps Mobile search is tied to voice search and physical context Optimizing for conversational search and geolocation

66 Where s it heading? Mobile first approach to rankings Mobile index will be primary index Mobile page speed will be ranking factor Content accessibility needs don t stop with smartphones Google Home and similar devices Android Wear 2.0 and other wearables Smart cars and vehicle-integrated apps Mobile search is tied to voice search and physical context Optimizing for conversational search and geolocation

67 #3 Mobile Mobile First Friendliness Design of as a Ranking SERPs Factor Site Speed Mobile and Friendliness Page Load Times Mobile Page Load First Times Design and of SERPs AMP App Integration with Web Search

68 Mobile Page Load Times and AMP

69 40% of users will abandon a page that takes too long to load.

70 3G Is the dominant network type worldwide.

71 even a 1sec delay was found to lead to a 7% decrease in conversions.

72 In the news news

73 Facebook Instant Articles Apple Newsstand Native Apps

75 AMP is a set of rules for developing webpages which guarantees speed and forces distribution.

76 It s basically skeleton HTML which allows the page to...

77 a) load really quickly b) be cached by Google and served directly in the SERP

78 a) load really quickly b) be cached by Google and served directly in the SERP

79 wsj.com/amp/article-headline

81 Case study: Washington Post Implementing AMP increased mobile return visitors by 23%. For the Washington Post, implementing AMP These pages were 88% faster than regular mobile pages. pages increased mobile return visitors by 23%. These AMP pages showed 88% faster load time when compared with regular mobile pages.

82 Isn t this just for publishers? Originally AMP was pitched as a platform for Google News and other editorial content. But it s now being supported for ecommerce and ebay have rolled out the first large-scale test.

83 There s also PWAs.. PWAs, or progressive web apps, are another approach for making mobile content faster and better for users. Tip: in an ecommerce context, this is particularly useful for markets where users are data-sensitive.

84 Case Study: Housing.com Indian startup Housing.com developed a PWA because they realized their users were struggling with poor connectivity and low data availability.

85 Case Study: Housing.com Results 38% more conversions 40% lower bounce rate 10% longer average session 30% faster page load

86 Where s it heading?

87 Where s it heading? A single interface for everything - from first query to checkout.n e.g. using a personal assistant app like Siri or Allo to see a task through from start to finish.

88 Where s it heading? A single interface for everything - from first query to checkout.n e.g. using a personal assistant app like Siri or Allo to see a task through from start to finish.

89 Where s it heading? A single interface for everything - from first query to checkout.n e.g. using a personal assistant app like Siri or Allo to see a task through from start to finish.

90 #4 Mobile Mobile First Friendliness Design of as a Ranking SERPs Factor Site Speed Mobile and Friendliness Page Load Times Mobile Page Load First Times Design and of SERPs AMP App Integration with Web Search

91 App Integration

92 Google needs to integrate app content with the rest of the web

93 app indexation.

96 why is this important?

97 how does it work?

98 Checklist for Android app indexing Support deep-linking Use web URLs for app views where possible Register the app in your Search Console Allow appropriate URLs in robots.txt Ensure first click free in the app Add markup to pages or sitemaps Use app indexing API to: Index personal user content Add meta information to app views Enable activities such as voice actions Expose popularity of app views to Google Must-have Avoid pitfalls Recommended

99 Checklist for ios app indexing (Google) Support Universal Links Add your domain(s) to associated-domains in app Add URLs handled by the app to apple-app-site-association on domain Use web URLs for app views where possible Add GoogleAppIndexing registration to your app Ensure first click free in the app Enable the back button Must-have Avoid pitfalls Watch out for Google announcing an ios app indexing API Enables indexing of personal content Allows usage information to be sent to Google Adds meta information Watch this space

100 Where s it heading? Blurred lines between app content and web content Firebase as centralized app platform App streaming and progressive web apps (PWAs) Google Instant Apps Greater integration between apps Pay for things in imessage, ApplePay on websites, Apple Maps syncing with calendar and location Single sign-on for Apple TV 3rd party developer integrations with Apple core apps imessage, Maps, Siri

101 Where s it heading? Blurred lines between app content and web content Firebase as centralized app platform App streaming and progressive web apps (PWAs) Google Instant Apps Greater integration between apps Pay for things in imessage, ApplePay on websites, Apple Maps syncing with calendar and location Single sign-on for Apple TV 3rd party developer integrations with Apple core apps imessage, Maps, Siri

102 Where s it heading? Blurred lines between app content and web content Firebase as centralized app platform App streaming and progressive web apps (PWAs) Google Instant Apps Greater integration between apps Pay for things in imessage, ApplePay on websites, Apple Maps syncing with calendar and location Single sign-on for Apple TV 3rd party developer integrations with Apple core apps imessage, Maps, Siri

103 Where s it heading? Blurred lines between app content and web content Firebase as centralized app platform App streaming and progressive web apps (PWAs) Google Instant Apps Greater integration between apps Pay for things in imessage, ApplePay on websites, Apple Maps syncing with calendar and location Single sign-on for Apple TV 3rd party developer integrations with Apple core apps imessage, Maps, Siri

104 Bonus Round

105 The mobile search ecosystem today - beyond Google Photo byjaime Olmo/ CC BY

106 Mobile browser search - Safari autocomplete

107 Mobile assistants - Siri, Cortana Img Src

108 iphone Spotlight

109 App store search - Google Play, Apple App Store Google Play, Apple App Store Img Src

110 Mobile assistants - Allo, Facebook M Allo, Facebook M Img Src

111 Personal Index - s, calendar, photos

112 Where s it heading? Google Auto Google Home Android Wear 2.0 Apple Air Pods Siri on MacOS

113 Where s it heading? Google Auto Google Home Android Wear 2.0 Apple Air Pods Siri on MacOS

114 Where s it heading? Google Auto Google Home Android Wear 2.0 Apple Air Pods Siri on MacOS

115 Where s it heading? Google Auto Google Home Android Wear 2.0 Apple Air Pods Siri on MacOS

116 Where s it heading? Google Auto Google Home Android Wear 2.0 Apple Air Pods Siri on MacOS

117 Where s it heading? Google Auto Google Home Android Wear 2.0 Apple Air Pods Siri on MacOS

118 The future of mobile...

119 Sergey Brin, TED, 2013 My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all.

120 Sundar Pichai, Google I/O, 2016 The [Google] assistant is an ambient experience that will work seamlessly across devices and contexts....it builds on all our years of investment in deeply understanding users' questions.

121 An Intelligent Personal Assistant ( Machine Learning First )

122 Google Assistant Assistive search Getting things done In your world Powers other services...

123 Google Home Case study: WashingtonPost Case study: ebay Case study: Onnit

124 Allo and Duo

125 Personal index + public index + app content = a single interface for all searches

126 a single interface for all searches + implicit context + machine learning + artificial intelligence = intelligent personal assistant

127 Technological Advances User Behaviour Ranking Factors (Google) Search Marketing

128 Key themes in new technology physical interaction with individuals and environment Device- and app-agnostic integration voice recognition and conversational interaction

129 Ask yourself... how can my content be the most useful result for a personal assistant (app)?

130

131 Resources

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