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Jody Resnick, CEO of Trighton Interactive, presentation from SMX Advanced 2013 in Seattle. Consumers use multiple devices every day. Maybe they start on a smartphone, move to a PC during at work hours, check the smartphone periodically and finish the evening at home on a tablet. Search is a central part of all these experiences. Research that begins on one device may conclude with a transaction on another…or in a physical location. How do marketers address this new, vastly more complex consumer behavior? This session offers answers, exploring organic and paid search optimization across screens as well as best practices for tracking and calculating ROI. In addition to tactical advice, speakers will present case studies showcasing the challenges and opportunities of this new multiscreen world.
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Managing Search in a Multiscreen World @jodyresnick1
Title SlideManaging Search in a Multiscreen World –
Responsive Design #RWD
Jody ResnickCEO, Trighton Interactive
Managing Search in a Multiscreen World @jodyresnick1
A New Era in Search Marketing
CONSTANT Connectivity across multiple screens and devices
Managing Search in a Multiscreen World @jodyresnick1
Enormous Opportunity for Search
Mobile and Tabletusage is
BOOMING
Managing Search in a Multiscreen World @jodyresnick1
Mobile Attempt
Managing Search in a Multiscreen World @jodyresnick1
A Poor Mobile Experience HURTS Everyone
• Breaks continuity• Frustrates visitors• Helps your competitors
Source: Google, 2012.
Managing Search in a Multiscreen World @jodyresnick1
So Many Screens – So Little Time
Digital content must flow seamlessly across all screen sizes and devices.
.
Managing Search in a Multiscreen World @jodyresnick1
RESPONSIVE DESIGN
Managing Search in a Multiscreen World @jodyresnick1
Several critical factors to consider before making the leap to responsive
Managing Search in a Multiscreen World @jodyresnick1
Factors To Consider
• Goals• Context of use• Budget• Technical expertise and resources
Just because Responsive Design is HOT doesn’t mean it’s the right solution
Managing Search in a Multiscreen World @jodyresnick1
Managing Search in a Multiscreen World @jodyresnick1
Managing Search in a Multiscreen World @jodyresnick1
Managing Search in a Multiscreen World @jodyresnick1
CASE STUDY
2 Large NYC Based Law Firms
Parallel Mobile WebsiteResponsive Design Website
CJA
SHL
Managing Search in a Multiscreen World @jodyresnick1
CJA – Responsive Design SEO
Managing Search in a Multiscreen World @jodyresnick1
SHL Goes Responsive
shlpc.com
Managing Search in a Multiscreen World @jodyresnick1
SHL Blog Rises to Top of Google
Managing Search in a Multiscreen World @jodyresnick1
SHL – Responsive Design SEO
Managing Search in a Multiscreen World @jodyresnick1
10/10 Quality Scores = Lower CPCs Increased Traffic
Managing Search in a Multiscreen World @jodyresnick1
Conclusion
“Simplicity is the ultimate sophistication” - Leonardo da Vinci
Responsive design delivers three measurable benefits: - Better Search Results- Better User Experiences - Higher Conversion Rates
It is my OPINION that responsive design is the most simple solution to address search for multiple devices.
