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 | Michael@dealeron.com

What was the significance of April 21? Mobilegeddon Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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 | michael@dealeron.com

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

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 | michael@dealeron.com

Mobilegeddon WHY? Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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 | michael@dealeron.com

Digital Ad Spending by Device Michael Devito| DealerOn | Chief Creative Officer | michael@dealeron.com

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

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 | michael@dealeron.com

Winning the Mobile War with SEO Mobilegeddon Winning the Mobile War with SEO Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

Mobile Usability A Defined Viewing Area Content that Flows in the Viewport (Screen) Fonts that Scale Easy-To-Touch Elements Visual Design and Motion https://support.google.com/webmasters/answer/6101188 Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

Google Mobile Usability Issues Flash Usage Viewport not configured Fixed-width viewport Content not sized to viewport Small font size Touch elements too close https://support.google.com/webmasters/answer/6101188 Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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

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

Google Webmaster Tools www.google.com/webmasters/tools/mobile-usability Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

Will it Really Hurt Me? Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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

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

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 | michael@dealeron.com

Google Page Speed Insights Tool https://developers.google.com/speed/pagespeed/insights/ Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

<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.” <https://developers.google.com/speed/docs/insights/mobile> Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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 | michael@dealeron.com

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 | michael@dealeron.com

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 | michael@dealeron.com

Responsive Website Design Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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

“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 | michael@dealeron.com

Winning the Mobile War Conversion Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

Design for Conversion Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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

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

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

Winning the Mobile War Google Adwords Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

Mobile Adwords – Your Biggest Marketing Need Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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 | michael@dealeron.com

DC Area Toyota Dealers Mobile Study Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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 | michael@dealeron.com

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

What Can YOU Do? Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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

Google Page Speed Insights Tool https://developers.google.com/speed/pagespeed/insights/ Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

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 | michael@dealeron.com

WebPageTest.org http://www.webpagetest.org/ Michael Devito | DealerOn | Chief Creative Officer | michael@dealeron.com

CONTACT INFO Full Name: Michael DeVito Company: DealerOn Job Title: Chief Creative Officer Email: michael@dealeron.com Share an important takeaway you received from this session using hashtag #DD19 for a chance to win an iPad