A look at many of the important aspects of the future of mobile, including: mobile vs. desktop usage, AMP, Page Speed, Google's Mobile First initiative, Progressive Web Apps, and the continuing rise of Voice

1. FUTURE OF MOBILE

2. EXECUTIVE TEAM
ERIC ENGE, CEO
NOTABLE SPEAKER, BOOK
AUTHOR & ENTREPRENEUR
2016 US Search Awards Search Personality of the
Year
2016 Landy’s Search Marketer of the Year

3. STATE OF THE WEB
Desktop Vs. Mobile
Eric Enge @stonetemple
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4. Desktop
vs.
Mobile
Visits
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5. Desktop
vs.
Mobile
Page
Views
Per
Visitor
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6. Desktop
vs.
Mobile
Bounce
Rate
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7. Desktop
vs.
Mobile
Total
Time
Spent
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8. Your
Prospects
Screen
Looks a Bit
Like This …
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9. Your Normal Desktop Page Looks Like This,
and…
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10. Does it Make Sense to Shove 10 LBS of *** Into a 5
LB Bag?
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11. Consider Deferred Conversions
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12. Problems with the Mobile Web
Proliferation
of devices
Crawl bloat
Programming
complexity
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13. From Google’s Mobile First
Announcement
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14. Mobile Subdomain or
Dynamic Serving
Responsive Web Design
Different HTML, Based On Device Same HTML to Each Device
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15. Dynamic Serving – Responsive Design
Comparison
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• Content Served on the Same
URL as Desktop
• Web Server Relies on User
Agent Detection
• Different Page Code Served to
Each Device Type
• Easy to Serve a Significantly
Different Experience to Desktop
and Smartphone Users
• Content Served on the Same
URL as Desktop
• Same Page Code Served to
Each Device Type
• Up to the Device to Use Media
Queries to Select the Right
Style Sheet to Render Page
• More Difficult to Serve a
Significantly Different
Experience to Desktop and
Smartphone Users

16. Eric Enge @stonetemple
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Google’s Accelerated Mobile Pages
(AMP)

17. Eric Enge @stonetemple
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Why
AMP?
martinlugton.co
m

18. Eric Enge @stonetemple
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Why AMP – Ringier.ch case
study

19. Open System
Participants Include:
• Google
• Twitter
• Pinterest
• Wordpress
• The Guardian

20. Limited HTML/JS Elements Allowed
Limited
HTML
Elements
• Limited JavaScript
• Can Only Use AMP Provided
JS Library
• All Content is Pre-rendered

21. Eric Enge @stonetemple
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AMP Image Tags

22. Eric Enge @stonetemple
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AMP Animated GIFs

23. Eric Enge @stonetemple
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AMP Video Tags

24. Eric Enge @stonetemple
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AMP Audio Tags

25. Eric Enge @stonetemple
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AMP Switchboard Tags

26. Eric Enge @stonetemple
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Normal
Version
of
Page

27. Eric Enge @stonetemple
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Smartphon
e Version
(AMP)
Tablet Version
(AMP)

28. Eric Enge @stonetemple
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71%
Reduction
in Page
Size
Source: SmallSEOTools.com
AMP Impact on Page Size

29. Eric Enge @stonetemple
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This Will Speed
Up the Page
Even Further
AMP Partners Can Cache the Page

30. Eric Enge @stonetemple
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How Caching Works

31. Eric Enge @stonetemple
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AMP Impact With Caching Included

32. Amp Plugins
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Wordpress
• https://wordpress.org/plugins/amp/
• https://wordpress.org/plugins/accelerated-mobile-pages/
Drupal
• https://www.drupal.org/project/amp

33. Importance of Speed
Eric Enge @stonetemple
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Faster Pages ARE a big deal
Continuing Rise of Mobile Devices Only Drives More
Demand
Your Competitor Will Do it, Whether or Not You Do
Can’t Ignore the Importance of Mobile
Performance

34. Mobile
First
Indexing &
Crawling
Eric Enge @stonetemple
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35. Short Summary of Mobile First
Impact
Your Crawl
Path May Be
Broken
Key Content
May Be
Missing From
Your Pages
You Should
Implement
Structured
Markup on
Your Mobile
Pages
Shows which
pages are
getting the
most emphasis
in your link
structure

36. Summary of a Crawl of a Travel
Site
Eric Enge @stonetemple

37. Length of Crawl Path on the Travel
Site
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38. Travel Site Crawl – Other Site
Issues
Eric Enge @stonetemple
No category
Navigation – this
is why click depth
is 217 clicks
Most mobile
pages have 2
canonicals
Blog comments
each have their
own URLs
No structured
markup on the
mobile pages

39. Transportation Site Crawl – Basic
Data
Eric Enge @stonetemple

40. Transportation Site Problems
Mobile site is
all forms
No crawl path
to critical
content
Info on pricing
missing from
mobile site
Missing
information
includes all
their services
info!

41. Game Retail Site Crawl – Basic
Data
Eric Enge @stonetemple

42. Game Retail Site Crawl – Page
Data
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43. Small Retail Site Crawl – Critical
Issues
Eric Enge @stonetemple
No Category Pages
Lots of Thin Content Pages
No Basic Navigation

44. Large Retail Site – Basic Data
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45. Most
Installed
iPhone
Apps in
Germany
(SimilarWe
b)
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46. Most
Installed
Android
Apps in
Germany
(SimilarWe
b)
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47. 44% of
ALL
Digital
Media
Time
(US Data)
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48. Progressive
Web Apps
Enable Site
Designers to
Access Phone
Hardware
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49. Air Berlin
Demonstrated
PWA at
Google I/O
2016
https://m.airberlin.com/
en/pwa
Eric Enge @stonetemple
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50. https://flights.airberlin.com/en-DE/progressive-web-app
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How Air Berlin Built Their PWA

51. Advantages of Progressive Web Apps
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• Access to entire web
ecosystem
• No need to maintain
backwards compatibility
• Easier to deploy and
maintain
• Discoverable in search
engines

52. Progressive Web Apps Still Can’t …
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• Perform Inter-app
communication
• Trigger on user proximity
• Access the address book
• Access Bluetooth API
• Detect network type / speed
• Detect ambient light intensity

53. Gary Illyes - 2016
the number of mobile voice
searches have more than
doubled than the year
before
we get 30 times as
many action queries by
voice as by typing
Eric Enge @stonetemple
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54. 13% of People
are Likely or
Very Likely to
Speak
Commands to
Their Phone in a
Public Restroom
Eric Enge @stonetemple
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55. Men More Likely to Speak Commands
13% of Men are
Likely or Very Likely
to Speak Commands
to Their Phone in a
Theatre
Eric Enge @stonetemple
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56. 23% of People With
100K+ Income are
Likely or Very Likely
to Speak Commands
to Their Phone in a
Public Restroom
Eric Enge @stonetemple
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57. High income are more
likely to get annoyed by
other using voice
commands (50.8% vs.
41.8% for all
responses),
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58. FUTURE’S COMING FAST
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59. Eric Enge @stonetemple
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60. 75% of the Devices
Will be Something
OTHER than a
Smartphone,
Tablet, or PC
Eric Enge @stonetemple
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61. Eric Enge @stonetemple
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62. Death of the Search Box
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63. Death of
the
Browser
Too!
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64. Google
Assistant
Answers the
Most
Questions
Correctly
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65. Cortana Pushing Featured Snippets
Aggressively
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66. Siri Strong on Direct Answers
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67. Thank You!
THANK YOU!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com