What is “semantic search” and why does it matter? “Semantic search” and “semantic SEO” are getting a lot of press lately, but these terms are unfortunately still poorly defined. In truth, the term “semantic SEO” is a misnomer. Semantic is about defining relationships between entities, and the signifiers that act as flags for those relationships. So, we’re technically not optimizing search engines. Rather, we’re slowly optimizing the web itself for semantic. This helps search engines more accurately identify topics, ideas and entities that are both relevant and related to specific pages.

With that brief distinction aside, let’s explore what  the “semantic web” truly means and the widespread impact it will hold for search marketers. The Semantic Web Wiki defines it in the following terms:

The “semantic web” by definition is an extension of the World Wide Web. It breaks down boundaries by defining entities instead of apps or websites.  Search is simply a byproduct, a cog, a spoke in the wheel. As it applies to search, we simply create associations of known entities through the “structured data” within the page markup. Do not mistake this statement as a proclamation that there is no search benefit within the semantic web.

Structured data is another buzzword we’re hearing more and more, but is often misused. The definition reads:

Plenty of search opportunities are emerging from the semantic web in both ranking prominence and the new SERP landscape. Rest assured, many more will arise. What’s most exciting is the fact that the semantic web is still in its infancy. The full potential of semantic still up in the air. Search marketers have an enormous opportunity to define the semantic’s web place in search history.

For now, it’s clearly a search-powered technology. Seeing as they are leading the way in defining much of the language, Google will obviously reap most of the benefits. But, before we get too far ahead of ourselves, let’s explore a few structured data and search-related opportunities that are currently being optimized by the semantic web.

The semantic web already has a standard for describing things. This “description framework” enables us to link increasing amounts of data in a format that computers can readily interpret and relate to other complex entities. The format, reference language and structure enable brand new relationships between datasets that previously didn’t exist. This is exactly what we are referring to when we say semantic web and structured data.

The Knowledge Graph – Semantic Web

Think of a database of the world’s information. The 2010 Google acquisition of Metaweb was  big eye opener on Google’s intent to utilize and construct the knowledge graph. Data comes from many sources; Wikipedia, CIA World Factbook, and Freebase. As of 2012, the semantic network contained over 570 million entities and 18 billion facts about relationships between entities. Think, TV shows, celebrities, businesses, events, locations, prices, times and so much more all connected together.

Overview of Resource Description Framework and the Semantic Web

Open graphs enable a common framework that allows data to be shared and reused across boundaries and syntaxes. Internationalized Resource Identifiers (IRIs), which are internationalized cross-language versions of Uniform Resource Identifiers (URIs), can be divided into URLs and URNs. To clarify before going much further, not all URIs are IRIs, and not all URLs are URIs. The URN is the name of a resource on the web, and the URL is the location.

Building a Resource Description Framework (RDF) as a standardized method for modeling resources and the information contained within web resources allows data to be more re-usable and accessible for different purposes or to describe different entities. For example, a large descriptive data set can have subsets of different pieces of data queried in order to describe different resources that are searched for via an IRI. Essentially, this could mean that in the future instead of having individual databases for each resource in the web, there could be fewer, larger databases (or even one massive database) that could be utilized to provide data for web resources.

In order to accommodate this, there are various proposed and implemented ontological languages such as RDF Schema (RDFS) and Web Ontology Language (OWL), and one front-runner as an RDF query language that can store, retrieve, and manipulate data in the Resource Description Framework: SPARQL. SPARQL is not indexed and allows for data to be queried from a wider variety of sources than relational databases.

The future seems to be moving toward larger databases that hold data objects as opposed to tables of data. Properties of these data objects will be accessed to pull together new data objects and unique parcels of information, created from disparate sources.

Properly structured data will be the web of the future. For machines to be able to ‘understand’ and reference the information on the web, it will need to conform to the rules of the Resource Description Framework. This could be accomplished via the proposed Semantic Web Rule Language (SWRL), which tries to provide explicit logical assertions about classes, individuals, and properties on the web.

For example:

Property and Data Assertions about the Object/Individual “Scott”

Class: Person
Individual: Scott
An Object Property assertion: Scott hasChild Bianca (shows an object to object assertion)
A Data Property assertion: Scott hasMobilePhone “6468201666”^^string

SWRL Syntax would be used to state the relation of an individual (or object) of a class to either data or another individual (or object).

What does this mean?

To sum it up, this means that the future of the web will built on a framework that ‘understands’ the data contained within it in a deeper way. It will use logic and a crude form of reasoning to pull data and serve information to clients/browsers and apps. This also pushes us to adopt these rules and practices in order to be sure that we are a part of the reasoning matrix being developed deep within the inner sanctum of the web.

Defining the New Standard and Applying to  Search Accuracy with the Semantic Web

Google has always been a leader in providing answers. Now, tapping into the semantic web, they are able to do much more than provide answers from third party sites. Entity relationships and user behavior allows prediction models which tell you what you need before you do. The end goal is complete transparency in data both online and off, coupled with location and empowering users to tap into this with mobile devices. This is where Google will become much more of a personal assistant than a traditional search engine.

All search query types are relevant to connections between entities. Take for example, the predefined set of queries:

• Navigational – queries attempting to find a particular website or web page. 
• Informational – a broad set of keywords attempting to find information on specific topics.
• Transactional – queries powered with buyer’s intent to purchase.

Take, for example, asking Google an informational query:

Prior to the Knowledge Graph introduction to results pages, we would have seen something similar to this:

This would be largely organic search results, powered by traditional search engine optimization tactics: link building, on-site optimization, site size, keyword saturation and the rest. Now, let’s look at the new search engine results page layout:

We have a clear answer. This is great for voice search. No hands, no time for surfing. Siri knows what you need. Google does too.

Located on the right side of the screen, everything Google deems relevant to your person-query is populated from multiple sources. Movies, songs, basic life facts and even the ability to subscribe for new updates about Wildford Brimley, the entity, and the data that compiles surrounding his digital entity.

User Intent Across All Devices Coupled with the Semantic Web

Machine learning, query predictions, the mobile revolution and voice search has allowed insights into the evolution of how we will and currently utilize the web. As more entity-relationships are defined and more sites adopt schema/structure data, the more functionality grows and adapts as well.

The last known number (at least this author could find) on usage of Schema.org on websites was 5 million. That means well over 5 million websites are already communicating to search engines just what entities’ pages contain.

Google’s Hummingbird update showed it’s no longer a pipe dream, but something that algorithms updates are gearing towards.

In the recent Searchmetrics study, “Schema.org in Google search results” nearly 40% of search queries returned Schema.org data.

Best Way to Get Started with Structure Data

A good way to begin is to define and outline all known entities within sites or web applications. Look for books, movies, events, objects, organizations, people, places, products, offerings, reviews and more. For a complete list, visit schema.org’s complete Type Hierarchy.

By adding these additional tags to the HTML, you can help search engines and other applications better understand your content and display it in a useful, relevant way. Coupled with recent performance actions, no doubt CMS support and plugins will soon be on their way to make your life easier. For larger sites, entity extraction tools and API’s can help expedite the job.

1. Identify all entities within web properties.
2. Utilize the widely adopted Schema.org standards for markup.
3. Be sure to use Authorship markup, as this could be an influencer for rankings in the future.
4. Identify your consumers intent within websites. Providing more concise, properly marked up content.
5. Utilize Structured Data Testing Tools, like Google and Yandex both offer. Ensure everything is set up properly.
6. Be sure to cover bases with multiple pages with synonyms referring to the same underlying thing is exactly the wrong approach.

Semantic Web, Structured Data and the Future

Ten years ago, machines would consider keyword occurrences as indicators of a page’s content. Today, they are able to use massive connected datasets (such as DBPedia or Freebase) filled with data as well as semantic markup directly implemented by developers, and combine it to their own language processing abilities to serve results that are much more relevant and useful.

Today, the device usage powering search means people on the go, Google Now wanting to be our personal assistant, focus on authority, expertise and reputation (integration with G+) and be proactive in the adoption. As we see the usage of mobile, voice search and wearable technology increasing, we will find ourselves with answers to informational queries before we know we need to ask. Transactional queries may run as we view items at the store, with price comparisons and navigational-related answers with vendor reviews happening right before our very eyes.

In closing thoughts, let’s stop calling it “Semantic SEO.” Let’s stop calling it that. This is what the pioneers of the world wide web envisioned. Google and aggressive ad models have revolutionized the digital marketplace through algorithms that are incomprehensibly efficient. SEO has changed folks. Next stop for us is “Entity Optimization.”  It’s clearer as to what we are attempting to accomplish.

Whether it’s launching a Wiki page or adding Schema.org performance actions to events on a site, we’re not bound by search on this strategy, nor one specific search engine.

Entity Optimization. Are you ready?

The post Semantic “SEO”: You’ve Had It Wrong All Along appeared first on Spyder Trap Digital Marketing Blog.

1) Facebook Releases 15 Second Autoplay Video Ads

Autoplaying video ads are already prevalent on YouTube but they don’t have any length restrictions. To be In tune with micro video trends – like Instagram, Vine and Snapchat – Facebook has decided to limit video ads to only 15 seconds. To read more about the release go here.

2) Matt Cutts’ 30 Day No External Email Challenge

Keeping up with email can be a challenge. Putting out daily fires and answering ASAP messages may seem productive but Matt Cutts things differently. By imposing a 30 challenge to rid himself of a priority game. Matt says “when you answer an external email, you’re usually helping one person in private, as opposed to helping many people at once like with a video.” Would you try a challenge like this?

3) Mobile data generates more revenue than Voice

In the final quarter of 2013, mobile data eclipsed voice usage for US Carriers. This trend has been reflected in how mobile carriers are now structuring their pricing. Most will offer voice and text for free with a data plan. The implications to put more focus on mobile responsive websites and opportunities for growing revenue with app development will only increase.

4) What type of content gets shared most on Twitter

Each Social Media platform is different (I know, shocker). Different in audience, frame of mind, type of content that works best, how people consume the content and interact with others on the platform. Quick Sprout ran test to see types and categories of content gets shared the most. I think you’ll be surprised by a few. Read the experiment here.

5) How to use visual storytelling to stand out

If you read the Quick Sprout study then you’d see that text performs better than images and video on Twitter. That is not the case on other platforms like Facebook, Pinterest and Tumblr. Here are five great ways to use photos and videos to enhance your brand’s story.

The post Weekly Web Picks – Vol 12 appeared first on Spyder Trap Digital Marketing Blog.

Within a matter of two years, every person who had ever valued Google organic traffic had no choice but to deal with what was happening. As search marketers, we receive so many questions about this topic. Let’s explore!

The History of Not Provided

It’s not that the traffic just stopped — not that at all — what happened was organic traffic continued to show up in analytical programs with no reference as to how they found the site on Google search.

In the Beginning

Google announces Secure Search, as a byproduct: (not provided) surfaces.

October 2011

To make search more secure, users logged into Google services will use search with a secure (httpS) connection.

With the change, website owners will no longer get “referrer” data from SSL users. Instead, Google  passes referral data through a custom token called “Not Provided.” Of course, Advertisers are still going to receive keyword referral data as before from the same set of users.

• Official Google announcement published.
• Keyword referral data usage and value becomes a main talking point in industry circles
• Estimated Not Provided: 1%-2%

November 2011

Keyword referral loss becomes a concern for many in the search industry. The initial Google estimate was site owners would see percentage loss in the single digits. Within two weeks though, Google Not Provided jumped up for many to nearly 10%.

• Heavier SSL adoption spreads across more users
• Privacy debate ramps up
• Optify releases study showing the Not Provided number to be much higher than perceived
• Estimated Google Not Provided: 8%-14%

March 2012

Several months after the announcement, the number grew beyond 20%. The backlash was extensive at this point, heated debates were happening all over the place.

• Publishers outside of Search and Tech industries begin voicing concerns
• With millions of users, and an estimated 25% of overall searches, Firefox becomes the first major browser to begin using secure search by default
• Estimated Google Not Provided: 16%-17%

November 2012

A drastic increase in Google Not Provided data happened in September of 2013, when Google announced all searches would go to httpS. BrightEdge released a study showing the average Google Not Provided percentage was around 50% of all keyword referrals. With the announcement, most realize, it’s just a matter of time (most likely a matter of months) until all of Google organic keyword referral data is masked.

• Months earlier, Moz & Distilled disclose they are now seeing 50% not provided
• One month prior, Apple defaults Safari users to secure search for current iOS catching Google off guard.
• Estimated Google Not Provided: 40%
• Keyword Referral Data Goes Dark

Notable Dates:

• Jan 18th, 2013 – Chrome moves to secure search.
• August 28th, 2013: Report reveals not provided averages to be nearly 50%
• September??: Google quietly flips the switch. All search activity is now encrypted, except for ads.

Assessing the Not Provided Damage

When Not Provided first crept into our data set, the actual value of keyword targeting came into question.

Frequent questions surfaced, “Why should we pay you to optimize pages when we can’t even see if that keyword traffic is converting?” and “Why shouldn’t we just buy the keywords with PPC to see if they are of value?”.

Why would Google take something away that businesses came to rely on? Although it’s a very valid question, the purpose of this post is not to get into the politics, just know, soon, other search engines will follow suit and the majority of organic keyword data will be masked. Now it’s time to prepare.

What matters now is.. how do we get those numbers back, what can we do to show value and how can we adapt?

How Can I Get Not Provided Data Back?

You can’t.

Your organic search referrals in Google Analytics are now in a generic search bucket. Many bloggers try to lure us in with fun alliteration like “How to Unlock Not Provided” and “10 Steps to Find Not Provided,” but it’s not so simple.

You can’t “unlock it” and you can’t “find it,” it’s gone. What we can do is press harder to find data that supports organic keyword value.

Sure, Google Webmaster Tools has search query reports and Adwords still provides keyword referral data, both have their faults.

SEO’s simply want to cross-reference keywords with performance metrics.

Workarounds to Google Not Provided Data Loss

As we always do, the search industry thrives in a collaborative environment. So, we also reached out to Will Scott, Josh Braaten and Luke Alley for additional suggestions and workarounds.

1) Adwords Not Provided Options

Luke Alley explores the Paid & Organic Report in Google Adwords.

“I work in PPC, aka 100% provided, and there is a rarely mentioned feature in Adwords called the Paid & Organic Report that provides some insights on organic terms. 

After connecting WMT it allows you to see data when only PPC ads were displayed, when only organic listings were displayed, or if both channels were displayed. While not ideal there is opportunity to gain some insights on organic performance of specific terms. The catch? It’s within Adwords, which means you’re spending money with Google. Also, it just happened to be released in August 2013. Coincidence? Probably not.” ~ Luke Alley, AvalaunchMedia.com

Luke raises another interesting point, you have to pay to play to see what’s going on. Adwords will require ad spend and to replicate organic keywords will cost you money. Moreover, the traffic is not truly the same as your those users on the same query. It’s a valuable way to analyze the quality of search terms, but ad performance is not necessarily going to speak on behalf of your organic rankings sharing the SERP.

2) Google Webmaster Tools 

Will Scott uncovers some pain-points and tips for using search queries within Google Webmaster Tools.

“Google Webmaster Tools is clunky to use; it’s not terribly easy to look at keyword data and metrics using WMT. 

Two of the most disappointing non-features in WMT is you are limited to 90 days of data, so every day that passes you lose valuable reference material. And, date comparison capability is non-existent. There are ways to catalog the Webmaster Tools data. WMT is a great resource, however, to discover how your site is ranking and what people are seeing and clicking on.  

Impressions vs. Click Through Rate has never been available in Analytics. Also, Google Webmaster Tools does give you a much bigger set of keywords for which you might be ranking that you would ever want to track in a traditional rank-tracking tool. In some cases this may include tens of thousands of Queries.

There is tremendous data available in Search Queries, and spending the time to dig it out can be a great use for a business’ engagement online. Valuable information is there for those with patience to pull it and sort it into spreadsheets for discovery.”  Will Scott, CEO,  Search Influence

Recently, data loss from Webmaster Tools has been established , and Dr. Pete (from Moz) has studied the accuracy of the data as well.

3) Landing-Page Query Associations

Look at filters and dashboards to show which landing pages Not Provided hit. Both Kissmetrics and Search Engine Land have covered this strategy in depth. Though, now with 100% Not Provided, you may as well reconstruct the filter. Although these filters may now be out of date, the overall strategy still lends insights into well performing pages. Josh Braaten said it well,

“Measure organic traffic in segments that correspond to specific keyword themes of interest and monitor both the traffic and conversions from those segments,” says Josh Braaten, Director of Inbound Marketing at Collegis Education. “Bonus points go to those who can tie in indirect metrics such as social media engagement and assisted conversions.”

Spot on. At this time, this strategy lends the most credibility to providing insights on organic search value by watching keyword groups ranking for the individual page where conversions are captured.

4) Branded vs. Non-branded Percentages

This metric is often used in the search industry. Utilizing Google Analytics for branded versus non-branded estimations are now extremely inaccurate. Webmaster Tools search queries can be used as a suitable workaround.

Non-branded versus branded was a great way to gauge what kind of footprint any particular site has built up across the web. It also helped understand the offline footprint as well. For example, a site with a large link profile, optimized site and a low branded-to-non-branded ratio would lend questions to offline ad spend and overall brand awarness offline.If able, utilize older data sets in Google Analytics.

5) Utilize Site Search Data 

Often thought of one of the most underutilized data sources, this search box within a site can show what users are searching for on a specific page, overall queries, how  different visitors use the site and more. Both free and paid versions are available for custom search options. As #3 noted, patters of searches from  a landing page may lend enough insights to change focus to accommodate that user group’s initial expectations of the page.

Moving Forward: Watch it Closer & Adapt Process

The feeling of having anything taken away sucks.

Don’t give up.

There is still value in ranking organically, stay focused on valuable keywords. Adhere to best practices, watch page performance closely in Google Analytics and ALWAYS dig deeper when page performance drops due to Google / Organic.

Between Google Webmaster Tools and third party rank tracking, it shouldn’t be difficult to isolate changes. Vendors like Conductor and Search Metrics will monitor their own search indices and connect to Analytics. In fact, Conductor has had a Not Provided product in place since September.

Key Takeawys

Watch Not Provided traffic closer

• Tie Not Provided traffic to individual pages and cross-reference against rankings from Webmaster Tools and third-party rank trackers
• Segment Not Provided traffic by landing page titles

Download GA templates for Not Provided

• Six Not Provided dashboards from NotProvidedKit.com
• Not Provided – Landing Page dashboard from State of Search

Don’t put all of your eggs in one basket

• Google Site Search
• Google Keyword Planner
• Bing & Yandex Webmaster Tools
• Google Adwords
• Third party rank trackers (AWR & Positionly)
• SearchMetrics / Conductor / SEMRush
  • Sorry Ahrefs.com!

Conclusion

The damage of 100% Not Provided is substantial. It touched hundreds of thousands of businesses from the self-employed,  to small biz and enterprise in B2B and B2C. Data that businesses relied on to help generate revenue is simply no longer available in the same capacity. Every solution is a workaround rather than a fix.

There is a reason to freak out, especially if your job is riding on proving the CPA from the organic keyword level. For the rest of us, we adapt and rebuild process. Plenty of substitutes are available with adequate data to offer up. Just remember, there is no substitute for your best judgement!

References:

• SSL Search Announcement: https://support.google.com/websearch/answer/173733?hl=en
• Conductor Not Provided Study: http://www.conductor.com/blog/2012/03/51-million-visits-analyzed-not-provided-16-of-google-organic-traffic/
• Optify Not Provided Study: http://www.marketwired.com/press-release/optify-study-googles-not-provided-rises-almost-40-organic-traffic-b2b-sites-1725242.htm
• BrightEdge Not Provided Report: http://www.brightedge.com/secure-search-report-august-2013
• Comparing Rank-Tracking Methods: Browser vs. Crawler vs. Webmaster Tools: http://moz.com/blog/comparing-ranktracking-methods-browser-vs-crawler-vs-webmaster-tools

Note from the author: we will continue to update this resource as new techniques surface on how to better isolate organic keyword performance. Please help us by sharing any missed strategies below! 

The post The Ultimate Guide to Google’s Keyword ‘(Not Provided)’ appeared first on Spyder Trap Digital Marketing Blog.

1) Major Vulnerability Found in Popular Wireless Routers

What’s worse than your internet going at a snail’s pace? How about your internet ceasing to exist because you no longer have control of your wireless router? Yep, that’s worse! We found many of the most popular routers on the market today have an identified backdoor. Read more here.

Shared by: Kristine Schachinger

2) Top Ten Notorious Email Spammers for 2013

You hate spam. We hate spam. What we really dislike is those who make the top ten list for most unsubscribe requests in a calendar year. Unfortunately, this list doesn’t call out the most notorious spammers, but it does call out those who obtain a large amount of new subscribers. Read more here.

Shared by: Shelly DeMotte Kramer

3) Vine Offer’s TV Mode

Danny Sullivan’s Facebook post enlightened our staff to the new Vine “TV Mode” viewing option. Users can leave comments right from the profile page. The TV icon will display on profile pages, after clicking, users can view all videos from the user profile. Read on.

Shared by: Danny Sullivan

4) 2014: Advertising Industry to See Massive Disruptions

Your year is going to be rocked! As digital marketers, we are going to face greater challenges in managing changing client business models and expectations, truly becoming long-term strategic partners in business transformation. Beyond that — big data. Stop paying for data with vendors and own it. We’ll need to earn it. The industry as we know is going to be completely changed and lead by incredible teams or clients will find someone else. Get ready!

Shared by: Greg Swan

5) NameTag Gets Personal & Face Recognition Gets (more) Creepy

Privacy concerns in a digital world has been a major topic in blogs, TV and even legislation. The new app concept NameTag wants to use facial recognition software to build an app that will allow you to scan a stranger’s face and see all of their online presence. If you’re not incredibly uncomfortable with this idea yet, just wait until someone blatantly take a picture of your face on the bus or train, then messages you on Facebook or Match.com to ask you out. Stalk much?

Shared by Paul Saarinen

The post Weekly Web Picks – Vol 7 appeared first on Spyder Trap Digital Marketing Blog.

1) The World’s Coolest Tiny Offices

Check out this collection of cubicles and small workspaces across the world. Is your office this awesome? Click here to view.

2) Leaked Pitch Deck Reveals Facebook’s Plans To Steal YouTube and TV Ad Dollars

A deck was recently leaked outlining Facebook’s goals surrounding video ads. The deck was sent to Preferred Marketing Developer partners and explained how best to sell Facebook video ads to their clients. The deck outlined how Facebook can offer superior reach and specific targeting. It’s interesting to see Facebook wade so deeply into the video ad space. Read more here.

3) Google Currently Testing Ads in Knowledge Graph

Google’s been testing and optimizing ads within Knowledge Graph. If you are unaware, Knowledge Graph is the box populated with topic-based content that shows up to the right of the search query field. It’ll be interesting to see how this gets rolled out. Check out the post for more details.

4) Microsoft & Apple Using “Ancient” Patents To Sue Time Warner & Cisco

The patent war continues! As you might already know,  the Supreme Court is soon to rule on whether specific types of software and code are, or aren’t legally patentable. It appears Microsoft and Apple are trying to squeeze as much money out of the patent wars as possible, before this happens. Read more here.

5) New Data Reveals Majority Of Retweets Happening After Work Hours

Social media marketers know all too well that Twitter activity is highest at midday during the week. A recent report has turned this fact on its head, revealing that most re-tweets happen after work hours and on Sundays. How will this impact your social strategy? Read more here.

6) A Smartphone Game You Can Smell

Pop Secret has released a game that emits the scent of buttered popcorn as users play the game. Useful? No. Is there a potential market in scented smartphone applications? Definitely. I sense a travel app that offers destination smells on the horizon. Read more about the Pop Secret game here.  

7) Top 5 Health Innovations of the Week

At Spyder Trap, we have great respect for innovation in the healthcare industry (we might just have a few clients in this space). Check out the following link for some awesome stuff: Glasses that allow nurses to see veins through the skin, fitness apparel that tracks health, personality-responsive rooms at work, bracelets that turn sign language into spoken work and bees that can smell cancer. Pretty amazing stuff.  Read more.

8) Cart Abandonment: How Much Money Did Retailers Lose Out On in 2013?

$1.79 Trillion dollars – This is the estimated dollar amount lost due to shopping cart abandonment this year alone. 67% of total user abandonments come from all devices, including desktops. The number of abandonment for mobile is estimated to be much higher, at 97%. Look for tips, tricks and best practices for closing the gap on total number of cart abandonments in this handy-dandy infograph.

The post Weekly Web Picks – Vol. 5 appeared first on Spyder Trap Digital Marketing Blog.

1) Develop & Plan Your Content Strategy First

Too often, web development shops skip content planning and dive directly into wireframes and design. As a result, they end up with giant blocks of site content that they struggle to mash into poorly planned designs. With the added complexity of responsive planning, the tablet or mobile experience suffer. Unfortunately, you can’t jam all of your site’s desktop content onto a smaller screen without losing your audience. The problem is twofold: mobile devices and networks have lower bandwidth and smaller screen real estate. If you pump too much data through the network, your load times will suffer. Force long blocks of copy or sluggish video embed load times on your audience and it’s game over.

The solution is to spend ample time up front prioritizing and mapping content with your UX, Design and Content professionals. Remember that a mobile or tablet version of your desktop site is simply hiding content as it gets re-sized. So, the servers still have to load all of the content and data. To some extent, developers can help you work around this; however, you’ll still have to tighten the belt around your content if you want your mobile and tablet versions performing well.

2) Test Browsers And Optimize

As you likely already know, every browser treats content and code a bit differently. This is even more so the case with responsive. For example, not all browsers support media queries natively (Like Internet Explorer 8). If you use conditional formatting for all your images and you don’t optimize in IE8, your mobile and tablet sites will look like trash. Make sure you account for all browsers!

3) Use The Right Tools

It’s fairly common for clients to request  developers use an old site as a starting point for a responsive build. Unfortunately, this can end in a whole lot of head scratching. Sites can be running on any number of content management systems and built with a handful of different languages. A responsive website will pull the same content and code for mobile, tablet and desktop versions. That’s the beauty of a responsive website: There’s just one version. It simplifies SEO and content management immensely. So what are the code and CMS implications? You’ll have minimize JavaScript and rely on CSS and HTML to do the heavy lifting. That’s easier said than done if you’re working from a traditional desktop site. In our experience, Concrete5 and WordPress are both solid platforms for responsive. Be careful with overlays, popups, slideshows and iFrames. Stick to video players that can work everywhere via one embed code. If your load times suck, no one’s gonna hang around long.

4) Use An Agile Process

Traditionally web shops use a waterfall approach: analyze, design, build, test and optimize. Unfortunately, the process for responsive is a different beast; it requires strategic thinking in every phase of development. If you’re building silos, you’re guaranteed to fail. Set up short scrums (meetings) throughout the process where designers, developers, project managers, UX and content teams can raise potential flags and suggest small fixes. This will reduce the many headaches that might otherwise occur down the road.

5) Development & Design Need To Own Functionality Together

Building a responsive website requires tight collaboration between development and design. It goes without saying that any design hand-off should include long conversations about how each and every element is supposed to be represented in the real world.

Photoshop doesn’t speak responsive. So, if you’re designing a flashy parallax effect, button or shelf that interacts with other elements – there’s no way to design it completely. Designers should spend time with their developers – listen to what is and isn’t possible – and likewise developers should do their best to execute on the designers vision. Make notes on PSDs, pass things back and forth and keep iterating until it works as intended.

6) Go For Fast, Not Flashy

People typically don’t spend more than a few minutes on mobile, tablet or desktop websites. If your site doesn’t load fast, they’ll go somewhere else. Remember that any flashy graphics or embeds you create might slow down load times, and ultimately ruin your chances serving up your content in the first place. You can create a desktop experience dripping with oodles of sexy sauce, only to find that your mobile load time sucks. Guess what? You just lost your sale, audience, or whatever else you were after. Be smart. There are options for developers looking to overcome heavy RWD sites. First, reduce the number of requests. Each client HTTP request and server response combination takes precious seconds to complete. You can reduce your total number of requests by consolidating CSS and JavaScript files, in-line small images and use HTML5’s new caching features.

Next, reduce the number of bytes. This is simple math. The larger the web page, the slower it loads. Reduce the size of your files and images to a level that both looks good and loads fast. This can take some testing, so be prepared to optimize. Again, keep the process agile.

Fortunately, the future looks good for mobile speed. More and more smartphone users will have access to WiFi, nearly all the time.

Remember to keep the process agile, test everything and shoot for fast load times.

Click here to get in touch and learn more about Spyder Trap’s Responsive capabilities.

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