1. Winning the Mobile War How to Get to #1 in Your Market
MICHAEL DEVITO
@mdevito (Twitter)
Chief Creative Officer, DealerOn
Michael DeVito | DealerOn | Chief Creative Officer |

2. What was the significance of April 21?
Mobilegeddon
Michael Devito | DealerOn | Chief Creative Officer |

3. What are they saying?
“Google is making a giant change this week that could crush millions of small businesses”
“…created a “panic and frenzy” among Web developers to make the changes.”
“have potentially harmful consequences for many businesses, particularly small retailers.”
Michael Devito | DealerOn | Chief Creative Officer |

4. What is MOBILEGEDDON?
“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”
Google Webmaster Central Blog
February 26, 2015

5. Since late 2014, Google Identifies “Mobile-Friendly” in Search Results
Google Messaging Users in SERP’s
Since late 2014, Google Identifies “Mobile-Friendly” in Search Results
Michael Devito | DealerOn | Chief Creative Officer |

6. Mobilegeddon
WHY?
Michael Devito | DealerOn | Chief Creative Officer |

7. US Local Search Market: Mobile vs. Desktop
2015 is THE YEAR Mobile Overtakes Desktop
US Local Search Market: Mobile vs. Desktop
Michael Devito | DealerOn | Chief Creative Officer |

8. Digital Ad Spending by Device
Michael Devito| DealerOn | Chief Creative Officer |

9. Adults Use Mobile Internet 30% > Desktop; Mobile Passes TV in 2017
Average Minutes per Day
Michael Devito| DealerOn | Chief Creative Officer |

10. Why Should You Care? Google Organic 41% Google Paid 15% Other 6%
Referral 11%
Google
Organic
41%
Direct 28%
Google Paid 15%
Michael Devito| DealerOn | Chief Creative Officer |

11. Winning the Mobile War with SEO
Mobilegeddon
Winning the Mobile War with SEO
Michael Devito | DealerOn | Chief Creative Officer |

12. Mobile Usability A Defined Viewing Area
Content that Flows in the Viewport (Screen)
Fonts that Scale
Easy-To-Touch Elements
Visual Design and Motion
Michael Devito | DealerOn | Chief Creative Officer |

13. Google Mobile Usability Issues
Flash Usage
Viewport not configured
Fixed-width viewport
Content not sized to viewport
Small font size
Touch elements too close
Michael Devito | DealerOn | Chief Creative Officer |

14. Tap Targets (Buttons) -- Big & Well-spaced
Buy Now!
Reserve
Buy Now!
Reserve
Michael Devito | DealerOn | Chief Creative Officer |

15. Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly/
Michael Devito | DealerOn | Chief Creative Officer |

16. Google Webmaster Tools
Michael Devito | DealerOn | Chief Creative Officer |

17. Will it Really Hurt Me?
Michael Devito | DealerOn | Chief Creative Officer |

18. Ebay and Google “Panda” (May 2014)
80%
Yellowpages.com estimated to have lost 20% of its search visibility.
Michael Devito | DealerOn | Chief Creative Officer |

19. Coming Up Next Site Speed
Abandon a site if takes more than 3 seconds to load
40%
Michael Devito | DealerOn | Chief Creative Officer |

20. In last few weeks, Google Tests “SLOW”
Google Messaging Users in SERP’s
In last few weeks, Google Tests “SLOW”
in SERP’s
Michael Devito | DealerOn | Chief Creative Officer |

21. Google Page Speed Insights Tool
Michael Devito | DealerOn | Chief Creative Officer |

22. <https://developers.google.com/speed/docs/insights/mobile>
GOOGLE LOVES SPEED!
“… we must deliver and render the above the fold (ATF) content in under one second, which allows the user to begin interacting with the page as soon as possible.”
<
Michael Devito | DealerOn | Chief Creative Officer |

23. Current State of Automotive Site Speed
DEALER SAMPLE
MOBILE
DESKTOP
Dealer 1 44 48
Dealer 2 50 61
Dealer 3 62
Dealer 4 67
Dealer 5 53 72
Dealer 6 57 65
Dealer 7 71
Dealer 8 76
Dealer 9 58 70
Dealer 10 81
Dealer 11
Dealer 12 63
Dealer 13 66 68
Dealer 14
Dealer 15 69 88
AVERAGE
75% of Dealers are “RED” (below 65)
25% of Dealers are “YELLOW” (65-80)
ESSENTIALLY NO DEALERS above 80 for Mobile
Michael Devito | DealerOn | Chief Creative Officer |

24. Beware “Conversion Tools” on Mobile Sites
Some 3rd party plugin tools can cost 40 points of “Speed Score” on a mobile site
Michael Devito | DealerOn | Chief Creative Officer |

25. Google Mobilegeddon What We DO Know
No Inherent Preference Organic Ranking for Responsive vs. Multi-URL or Adaptive or Dynamic Serving
Mobile Optimization has NO impact on Desktop Rankings and SERP’s
Site Speed is Going to become CRITICAL as a Mobile Ranking Factor
Mobile and Desktop SERP’s will begin to diverge, perhaps RADICALLY
Michael Devito | DealerOn | Chief Creative Officer |

26. Responsive Website Design
Michael Devito | DealerOn | Chief Creative Officer |

27. Website Platforms – What’s the Answer?
Multi-URL
Adaptive
Responsive
Two URLs
One URL
One URL
Michael Devito | DealerOn | Chief Creative Officer |

28. “We recommend using responsive web design because it has many good aspects …
… user-agent based redirection is error-prone and can degrade your site’s user experience.”
--GOOGLE
Michael DeVito | DealerOn | Chief Creative Officer |

29. Winning the Mobile War Conversion
Michael Devito | DealerOn | Chief Creative Officer |

30. Design for Conversion
Michael Devito | DealerOn | Chief Creative Officer |

31. Case Study Responsive vs. Multi-URL: Organic Traffic
+103%
Organic Search
Michael Devito | DealerOn | Chief Creative Officer |

32. Case Study Responsive vs. Multi-URL: Bounce Rate
-40%
Bounce Rate
Michael Devito | DealerOn | Chief Creative Officer |

33. Case Study: Optimized Inventory Search Pages
+500%
VDP Views
Michael Devito | DealerOn | Chief Creative Officer |

34. Winning the Mobile War Google Adwords
Michael Devito | DealerOn | Chief Creative Officer |

35. Mobile Adwords – Your Biggest Marketing Need
Michael Devito | DealerOn | Chief Creative Officer |

36. DC Area Toyota Dealers Mobile Study
18 Dealers within 20 Miles
Only 6 Dealers Bought Their Own Name & Showed 1st
1 Dealer Bought Own Name, but was 2nd
1 Dealer Bought Own Name, but used Group Site
One Dealer was 1st for 6 OTHER Dealers, 2nd for 2 OTHERS, as well as 1st for Themselves!
Michael Devito | DealerOn | Chief Creative Officer |

37. DC Area Toyota Dealers Mobile Study
Michael Devito | DealerOn | Chief Creative Officer |

38. Google My Business – HUGE for Mobile
25% are Mismarked (Car Dealer or Used Car Dealer)
55% Avg Review < 4.0 Stars
33% Have 50 or Less Reviews
15% Are Not Associated w/ Correct Website
Michael Devito | DealerOn | Chief Creative Officer |

39. Google’s In-Store Dealership Visit Case Study: Ads Drive 2x More Conversions than Current Tracking Shows
Michael Devito | DealerOn | Chief Creative Officer |

40. What Can YOU Do?
Michael Devito | DealerOn | Chief Creative Officer |

41. Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly/
Michael Devito | DealerOn | Chief Creative Officer |

42. Google Page Speed Insights Tool
Michael Devito | DealerOn | Chief Creative Officer |

43. Google Analytics Identify Issues w/ Your Website Provider
Filter Pages w/ Slow Load Times AND
Pages w/ Lots of Entrances
Michael Devito | DealerOn | Chief Creative Officer |

44. WebPageTest.org http://www.webpagetest.org/
Michael Devito | DealerOn | Chief Creative Officer |

45. CONTACT INFO
Full Name: Michael DeVito
Company: DealerOn
Job Title: Chief Creative Officer
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