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THE THREAT OF MOBILE
FACEBOOK IS LOSING USERS 
Source: Benedict Evans
IN FACT NO-ONE IS FARING WELL 
+0.25% -2% -6% 
Source: Marketing Charts
EVEN SEARCH VOLUMES ARE DECLINING 
Source: AJ Kohn
WE’RE DOOMED
THE THREAT OF 
MOBILE 
WILL CRITCHLOW - SEARCHLOVE 
brought to you by...
WHY “THREAT”? 
ADD MOBILE BACK IN AND ALL’S 
WELL, SURELY?
IT’S HARD TO GRASP HOW 
FAST IT’S GROWING
THE IPOD REVOLUTIONISED AN INDUSTRY 
Source: Business Insider
THE IPHONE MAKES IT LOOK SLOW 
Source: Business Insider
THEN CAME THE IPAD 
Source: Business Insider
WOW. ANDROID 
Source: Business Insider
AND IT KEEPS GOING 
Source: Business Insider
THE SCALE IS HARD TO GRASP 
Source: Benedict Evans
FOLLOW: 
@BenedictEvans
NOT ONLY THAT BUT FOR 
THE FIRST TIME...
IT’S CANNIBALISING DESKTOP 
Source: AJ Kohn
… AND CONVERSION RATES SEEM LOW 
Tablet: 
30-75% of desktop 
Mobile: 
15-45% of desktop 
Source: Distilled
BUT WE STRUGGLE TO MEASURE WELL 
Source: Google
SO WHAT SHOULD WE DO?
AMAZINGLY, MANY ARE NOT EVEN MOBILE 
FRIENDLY 
Source: The Search Agency
BUT THAT’S NOT ENOUGH
EMAIL MARKETING IS 
MOBILE MARKETING 
Source: Distilled analytics and MailChimp
CONTENT MARKETING IS 
MOBILE MARKETING 
Source: Recent B2B Distilled campaign
IN PART BECAUSE FACEBOOK’S GROWTH IS 
MOBILE 
Source: Benedict Evans
WHAT DOES CONTENT 
MARKETING LOOK LIKE 
“MOBILE FIRST”?
Don’t build things differently. 
Build different things.
IT’S NOT ALL ABOUT THE LATEST TECH
THIS IS A CREATIVE PIECE WE MADE
THIS VIEW IS AT LEAST AS IMPORTANT
Quick tip: 
Right-click → inspect element. Click on mobile icon
You can choose a 
device and speed 
filters, try out touch 
responses and more
LET ME EXPLAIN WITH A 
COUNTER-EXAMPLE 
Remember this?
IT WAS MADE IN 2012 
So this isn’t so bad
THE ANSWER IS NOT A RESPONSIVE 
ANIMATION
NO. 
PROBABLY STILL NOT THE ANSWER
Don’t build things differently. 
Build different things.
THIS IS MORE IMPORTANT 
THAN IT SEEMS
LET’S LOOK AT A VIRAL 
LOOP
LOSING 50% MOBILE 
SHARERS HALVES K
MAY NOT HALVE YOUR TRAFFIC 
MIGHT LOSE ALMOST ALL 
OF IT
HOW DO YOU MAKE GREAT 
THINGS?
MADE TO STICK 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Stories
MADE TO STICK 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Suitable - for your medium 
Stories
MADE TO STICK 
Simple 
Unexpected 
Concrete 
Credible 
Emotional 
Suitable - for your medium mobile 
Stories
IN SHORT 
● Less copy 
● Lightweight technologies 
● Mobile-first user testing
You build different things when you truly think 
MOBILE FIRST
GOOGLE IDENTIFIED THIS 
THREAT
AND THE OPPORTUNITY
ALMOST ALL THE MOBILE MONEY GOES TO... 
Source: emarketer
THERE WILL BE MORE 
MOBILE SEARCH QUERIES 
THAN DESKTOP 
THIS YEAR
MORE THAN HALF GOOGLE’S REVENUE IN 
2016? 
Source: emarketer
SEE SEARCHENGINELAND FOR MORE 
Source: searchengineland
HERE’S WHAT THEY’RE 
DOING ABOUT IT
Towards the end of last year we 
launched some pretty big design 
improvements for search on mobile 
Jon Wiley 
and tablet...
Today we've carried over 
several of those changes to the 
desktop experience. 
Jon Wiley 
Lead Designer for Google Search...
carried over… 
to the desktop 
Jon Wiley 
Lead Designer for Google Search - talking on G+
DR. PETE CALLED IT: 
Source: moz
MEANWHILE: SNEAK OS ONTO 1BN+ DEVICES 
Apple, Microsoft
THEN USE IT TO RUN APPS EVERYWHERE 
EVEN THE DESKTOP
APP STORE SEARCH SUCKS 
NO REAL LONG-TAIL 
HARD TO INDEX 
NO GOOD RANKING 
FACTORS
MOBILE IS PRE-PAGERANK 
-- Benedict Evans 
ben-evans.com
FOLLOW: 
@BenedictEvans
BUT THERE IS ALL KINDS OF 
VISIBILITY ON OFFER
(From Justin’s excellent presentation) 
Source: Slideshare
GET BASIC (ANDROID) 
APP INDEXING
ENABLE DEEP LINKS 
<activity 
android:name="com.example.android.GizmosActivity" 
android:label="@string/title_gizmos" > 
<...
ADD REL=ALTERNATE (or Schema or Sitemap) 
<head> 
<link rel="alternate" 
href="android-app://com.example.android/example/g...
...the First Click Free experience 
must be provided even when the 
app has never been launched 
nor a user logged in. 
--...
GOOGLE PROVIDES TOOLS TO TEST WITH
MORE ADVANCED: APP INDEXING API 
AppIndex.AppIndexApi.view(mClient, this, APP_URI, TITLE, WEB_URL, outlinks) 
Source: Goog...
WAIT. GOOGLEBOT CRAWLS YOUR APP? 
Well, no. Not as far as I can tell. Despite what the documentation says.
IT’S USING USERS’ ACTIVITY TO INDEX 
Which has all kinds of interesting implications for desktop
BUT! 
THIS ONLY WORKS ON 
ANDROID
THIS CAN ONLY WORK ON 
ANDROID
NEITHER PLATFORM EXPOSES INSTALLED 
APPS TO BROWSERS 
On Android: 
Google ties your logged-in search to your Play Store ac...
WHAT HAPPENS ON iOS?
CURRENTLY: 
ONLY SEARCHES 
TITLES AND 
DESCRIPTIONS 
OF APPS 
Source: MobileDevHQ
COMING SOON: 
THE REAL WORLD
Source: Marketing Land
AHA! 
URLs 
FOR EVERYTHING
EVERYTHING IS A CARD 
Source: Intercom
WATCH: THE INDUSTRIAL INTERNET
FINAL THOUGHTS
1. FOLLOW: 
@BenedictEvans
2. Don’t build things differently. 
Build different things.
THANK YOU 
@WillCritchlow
IMAGE CREDITS 
http://www.flickr.com/photos/96dpi/3411475962 
http://www.flickr.com/photos/sashomasho/357375770 
http://ww...
SearchLove London | Will Critchlow, 'The Threat of Mobile'
SearchLove London | Will Critchlow, 'The Threat of Mobile'
SearchLove London | Will Critchlow, 'The Threat of Mobile'
SearchLove London | Will Critchlow, 'The Threat of Mobile'
SearchLove London | Will Critchlow, 'The Threat of Mobile'
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SearchLove London | Will Critchlow, 'The Threat of Mobile'

Our focus on responsive websites and our fascination with app store rankings may be blinding us to the real threats and opportunities of the mobile revolution. In particular, as Google continues to ratchet up its mobile-first approach to design and Facebook looks more and more like a mobile channel, what should we be changing in our campaigns and strategies?

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SearchLove London | Will Critchlow, 'The Threat of Mobile'

  1. THE THREAT OF MOBILE
  2. FACEBOOK IS LOSING USERS Source: Benedict Evans
  3. IN FACT NO-ONE IS FARING WELL +0.25% -2% -6% Source: Marketing Charts
  4. EVEN SEARCH VOLUMES ARE DECLINING Source: AJ Kohn
  5. WE’RE DOOMED
  6. THE THREAT OF MOBILE WILL CRITCHLOW - SEARCHLOVE brought to you by...
  7. WHY “THREAT”? ADD MOBILE BACK IN AND ALL’S WELL, SURELY?
  8. IT’S HARD TO GRASP HOW FAST IT’S GROWING
  9. THE IPOD REVOLUTIONISED AN INDUSTRY Source: Business Insider
  10. THE IPHONE MAKES IT LOOK SLOW Source: Business Insider
  11. THEN CAME THE IPAD Source: Business Insider
  12. WOW. ANDROID Source: Business Insider
  13. AND IT KEEPS GOING Source: Business Insider
  14. THE SCALE IS HARD TO GRASP Source: Benedict Evans
  15. FOLLOW: @BenedictEvans
  16. NOT ONLY THAT BUT FOR THE FIRST TIME...
  17. IT’S CANNIBALISING DESKTOP Source: AJ Kohn
  18. … AND CONVERSION RATES SEEM LOW Tablet: 30-75% of desktop Mobile: 15-45% of desktop Source: Distilled
  19. BUT WE STRUGGLE TO MEASURE WELL Source: Google
  20. SO WHAT SHOULD WE DO?
  21. AMAZINGLY, MANY ARE NOT EVEN MOBILE FRIENDLY Source: The Search Agency
  22. BUT THAT’S NOT ENOUGH
  23. EMAIL MARKETING IS MOBILE MARKETING Source: Distilled analytics and MailChimp
  24. CONTENT MARKETING IS MOBILE MARKETING Source: Recent B2B Distilled campaign
  25. IN PART BECAUSE FACEBOOK’S GROWTH IS MOBILE Source: Benedict Evans
  26. WHAT DOES CONTENT MARKETING LOOK LIKE “MOBILE FIRST”?
  27. Don’t build things differently. Build different things.
  28. IT’S NOT ALL ABOUT THE LATEST TECH
  29. THIS IS A CREATIVE PIECE WE MADE
  30. THIS VIEW IS AT LEAST AS IMPORTANT
  31. Quick tip: Right-click → inspect element. Click on mobile icon
  32. You can choose a device and speed filters, try out touch responses and more
  33. LET ME EXPLAIN WITH A COUNTER-EXAMPLE Remember this?
  34. IT WAS MADE IN 2012 So this isn’t so bad
  35. THE ANSWER IS NOT A RESPONSIVE ANIMATION
  36. NO. PROBABLY STILL NOT THE ANSWER
  37. Don’t build things differently. Build different things.
  38. THIS IS MORE IMPORTANT THAN IT SEEMS
  39. LET’S LOOK AT A VIRAL LOOP
  40. LOSING 50% MOBILE SHARERS HALVES K
  41. MAY NOT HALVE YOUR TRAFFIC MIGHT LOSE ALMOST ALL OF IT
  42. HOW DO YOU MAKE GREAT THINGS?
  43. MADE TO STICK Simple Unexpected Concrete Credible Emotional Stories
  44. MADE TO STICK Simple Unexpected Concrete Credible Emotional Suitable - for your medium Stories
  45. MADE TO STICK Simple Unexpected Concrete Credible Emotional Suitable - for your medium mobile Stories
  46. IN SHORT ● Less copy ● Lightweight technologies ● Mobile-first user testing
  47. You build different things when you truly think MOBILE FIRST
  48. GOOGLE IDENTIFIED THIS THREAT
  49. AND THE OPPORTUNITY
  50. ALMOST ALL THE MOBILE MONEY GOES TO... Source: emarketer
  51. THERE WILL BE MORE MOBILE SEARCH QUERIES THAN DESKTOP THIS YEAR
  52. MORE THAN HALF GOOGLE’S REVENUE IN 2016? Source: emarketer
  53. SEE SEARCHENGINELAND FOR MORE Source: searchengineland
  54. HERE’S WHAT THEY’RE DOING ABOUT IT
  55. Towards the end of last year we launched some pretty big design improvements for search on mobile Jon Wiley and tablet devices Lead Designer for Google Search - talking on G+
  56. Today we've carried over several of those changes to the desktop experience. Jon Wiley Lead Designer for Google Search - talking on G+
  57. carried over… to the desktop Jon Wiley Lead Designer for Google Search - talking on G+
  58. DR. PETE CALLED IT: Source: moz
  59. MEANWHILE: SNEAK OS ONTO 1BN+ DEVICES Apple, Microsoft
  60. THEN USE IT TO RUN APPS EVERYWHERE EVEN THE DESKTOP
  61. APP STORE SEARCH SUCKS NO REAL LONG-TAIL HARD TO INDEX NO GOOD RANKING FACTORS
  62. MOBILE IS PRE-PAGERANK -- Benedict Evans ben-evans.com
  63. FOLLOW: @BenedictEvans
  64. BUT THERE IS ALL KINDS OF VISIBILITY ON OFFER
  65. (From Justin’s excellent presentation) Source: Slideshare
  66. GET BASIC (ANDROID) APP INDEXING
  67. ENABLE DEEP LINKS <activity android:name="com.example.android.GizmosActivity" android:label="@string/title_gizmos" > <intent-filter android:label="@string/filter_title_viewgizmos"> <action android:name="android.intent.action.VIEW" /> <category android:name="android.intent.category.DEFAULT" /> <category android:name="android.intent.category.BROWSABLE" /> <!-- Accepts URIs that begin with "example://gizmos” --> <data android:scheme="example" android:host="gizmos" /> <!-- Accepts URIs that begin with "http://www.example.com/gizmos” --> <data android:scheme="http" android:host="www.example.com" android:pathPrefix="gizmos" /> </intent-filter> </activity> Source: Google
  68. ADD REL=ALTERNATE (or Schema or Sitemap) <head> <link rel="alternate" href="android-app://com.example.android/example/gizmos" /> </head> Source: Google
  69. ...the First Click Free experience must be provided even when the app has never been launched nor a user logged in. -- app indexing guidelines
  70. GOOGLE PROVIDES TOOLS TO TEST WITH
  71. MORE ADVANCED: APP INDEXING API AppIndex.AppIndexApi.view(mClient, this, APP_URI, TITLE, WEB_URL, outlinks) Source: Google
  72. WAIT. GOOGLEBOT CRAWLS YOUR APP? Well, no. Not as far as I can tell. Despite what the documentation says.
  73. IT’S USING USERS’ ACTIVITY TO INDEX Which has all kinds of interesting implications for desktop
  74. BUT! THIS ONLY WORKS ON ANDROID
  75. THIS CAN ONLY WORK ON ANDROID
  76. NEITHER PLATFORM EXPOSES INSTALLED APPS TO BROWSERS On Android: Google ties your logged-in search to your Play Store account to know what apps you have installed and serves you a different set of results.
  77. WHAT HAPPENS ON iOS?
  78. CURRENTLY: ONLY SEARCHES TITLES AND DESCRIPTIONS OF APPS Source: MobileDevHQ
  79. COMING SOON: THE REAL WORLD
  80. Source: Marketing Land
  81. AHA! URLs FOR EVERYTHING
  82. EVERYTHING IS A CARD Source: Intercom
  83. WATCH: THE INDUSTRIAL INTERNET
  84. FINAL THOUGHTS
  85. 1. FOLLOW: @BenedictEvans
  86. 2. Don’t build things differently. Build different things.
  87. THANK YOU @WillCritchlow
  88. IMAGE CREDITS http://www.flickr.com/photos/96dpi/3411475962 http://www.flickr.com/photos/sashomasho/357375770 http://www.flickr.com/photos/candescence/6195928488 https://www.apple.com/pr/library/2014/09/09Apple-Announces-Apple-Pay.html http://news.shazam.com/latest_media http://www.flickr.com/photos/johanl/4585763335 http://www.flickr.com/photos/mrseb/5600794479 http://www.flickr.com/photos/mikeyphillips/9526809679 http://www.flickr.com/photos/adrianaskew/6918664049 http://www.flickr.com/photos/mayprodrigo/7602162856 http://www.flickr.com/photos/itupictures/10945347666 http://www.flickr.com/photos/yourdon/3800049577/

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