By @moxby_SummitWeb

Martin OxbySummit Web Solutions

Twitter: @moxby_SummitWeb

Website: www.summitweb.net

Plan of Action

1. The State of Mobile

2. Why You Need a Mobile Strategy

3. How You Make Your Website Mobile-Friendly

4. Recent Twitter and FacebookDevelopments

5. Social Media and Organic Google Ranking

6. Social Media for Business

7. 10 Top Tips to Take-Away

1. The State of Mobile

BY THE END OF 2014

THE NUMBER OF MOBILE-CONNECTED DEVICES

WILL EXCEED THE WORLD‟S POPULATION

(cisco.com)

1. The State of Mobile

AJ Kohn at “Blind Five Year Old”Don’t ignore desktop market in clamour

for the mobile market!

2. You Need a Mobile Strategy

Track the visitors to your site!

• Google Analytics

http://google.com/analytics

• Clicky Analytics

http://clicky.com/

2. You Need a Mobile Strategy

Advantage to anonymous data

• Where did the visitors come from?

• Where do visitors leave from?

• Low engagement – make improvements

• High engagement – learn lessons

See which avenues work for you and

invest in those!

2. You Need a Mobile Strategy

Why?

• Lost sales or enquiries

• You might not get a „desktop‟ opportunity

• Google might rank you down

2. You Need a Mobile Strategy

Lost Sales or Enquiries

2. You Need a Mobile Strategy

Lost Sales or Enquiries

• Make fact/data-based decisions

• Buying experience may start on a mobile

and end on a desktop, or on the phone

• Consistency between devices

2. You Need a Mobile Strategy

No Desktop Opportunity

2. You Need a Mobile Strategy

Google May Rank You Down

If you properly configure your mobile-friendly

pages it will

“…improve the mobile web, make your users

happy, and allow searchers to experience

your content fully”(Search Engine Land)

3. Making Your Site (mobile)Friendly

The Approaches

1. Separate Mobile Website

2. Responsive/Fluid Web Design

3. Making Your Site (mobile)Friendly

Separate Mobile Site Pitfalls

1. Lower quality design

2. “One size fits all”

3. Branding not reinforced through the site –

left to the logo.

4. Inconsistent information with main site.

3. Responsive Web Design

changing the foundations a site is built on so that the

layout is fluid and elements are re-arranged to fit

the constraints of the screen size

It can be retro-fitted!

3. Making Your Site (mobile)Friendly

What Kind of Site Does Google Love?

In general, webmasters can improve the rank

of their sites by creating

high-quality sitesthat users will want to

use and share.(Google Quality Guidelines)

3. Making Your Site (mobile)Friendly

Website Speed Tips

1. Don‟t auto-play videos

2. Don‟t have too many slides (please)

3. Careful, sparse ad-placement (if at all)

4. Use plugins with care

5. Dynamically load the right sized photos

6. Implement background images carefully

3. Making Your Site (mobile)Friendly

Other Mobile Tips

1. Don‟t give mobile user an inferior website!

2. Scalable font sizes

3. Larger elements (e.g. buttons) for fingers

not cursors.

4. Avoid horizontal scrolling (unless intentional!)

5. Provide fallback for „lightbox‟ galleries.

6. Watch Social Sharing implementation

Social Media

4. Social Media: Twitter

(New) Twitter

4. Social Media: Twitter

(New) Twitter

4. Social Media: Twitter

Key Factors

1. Larger Profile Image: use a good quality photo

2. Large Header Image – but watch layout on

mobile

3. Background images don‟t apply to your public

profile.

4. „Pin a Tweet‟ to your public profile

5. Twitter Ads campaigns

4. Social Media: Facebook

Key Factors

1. Post ranking updated to push photos and video

2. Up-ranking of linked content

3. Business Pages seeing less „reach‟

4. Auto-playing ads coming (silent until clicked) –

and auto-playing video posts already active.

5. Facebook Post „bumping‟

Social Media and SEO

5. Social Media & SEO

What Is SEO?

The practice of reaching a market

of people who are using search engines to find

content, products and services

through production of a great website

and creating connections with other websites

and people but not paying per visitor.

5. Social Media and SEO

Does Social Media Influence SEO?

1. Not directly

2. Great stuff ranks well and gets likes/shares

(correlation, not causation)

HOWEVER

• Social Media can raise Brand Awareness

• Brand Awareness = Branded Searches

• More engaged website visitors

• More people referencing your content

6. Social Media for Business

Social Media Tips

1. Inactivity = Bad Impression

2. Don‟t link to „dead‟ social media profile!

3. The half-life of a Tweet is as low as 4 minutes

- pay attention to time posted!

4. Rule of Thirds (roughly).

5. Reply to Interactions (even complaints!)

6. Create posts which spark a reaction

10 Top Take-Away Tips

Image: the guardian

7. Top 10 Takeaway Tips

1. You must address mobile.

2. Become data-driven.

3. Do experiments and track conversions.

4. Ensure Social Media incorporates social!

5. Use the Facebook Admin Panel

6. Use a URL shortener – e.g. http://bitly.com

7. Top 10 Takeaway Tips

7. Use Twitter‟s search function

8. Keep Following < Followers

• SocialBro.com (browser extension)

• iunfollow.com

(there are others)

9. Create great content and make it easy to share

10. Sign up for Google Webmaster Tools

Thank You!Slides, References and Notes Are Available

Slides will be available via Slide Share.

Phone: 01463 237937

Twitter: @moxby_SummitWeb

Website: www.summitweb.net