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1 MOBILE SPECIFIC MOBILE SPECIFIC [mob?l sp??sifik] Mobile users have fundamentally different needs than do desktop users. ‘Mobile Specific’ is the subset of robust functionality created to address the user context and reliance now imposed upon the mobile device. Examples: geolocation for store locator, barcode scanning for product search, mobile-optimized checkout flow, photo uploading and mobile payments.

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2 iBEACONS iBeacons [i-bek?ns] iBeacons are a Bluetooth-based extension of Location Services that allow user proximity to be determined and notifications to be sent. The beacon technology is built into Apple devices running the iOS7 operating system. Example: Notifications at airports about delays or contactless (POS) checkout at retail stores.

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THE STATS Use of iBeacons by marketers is expected to double in 2015. 18% ? 36% 36% 28% 18% 17% Reference: Adobe Digital Index 2014 Use of iBeacons by marketers

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3 DEEP LINKING Deep Linking [dep liNGkiNG] Deep linking allows developers to link to specific views or pages within an app. And these links can come from either another app or from the mobile web. Links from within the mobile web have significant implications for SEO. Examples: connecting with search results or ads

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LINKING TO SEO Before: Prior to the launch of Google’s App Indexing feature, mobile search results only displayed the general link to an app but not to specific content within the app. Now: If you search “Mountain View home listings” for example, you’ll see the direct link for those listings within the Trulia app. SEO: Deeplinking allows Google’s search engine to surface apps’ most relevant content.

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UNBUNDLING Deep linking also allows for the “unbundling” of apps. Via deep links, popular apps such as Facebook are able to take a popular feature such as messaging and create a separate app around that feature while allowing users to navigate seamlessly between the two apps.

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4 TTFB Time To First Byte [tim tu f?rst bit] Time to First Byte (TTFB) is a measurement that captures how long it takes after the client sends an HTTP request to the first byte of the page being received by the browser. Comprised of 3 components: time it takes to send a request to the web server; amount of time the web server then takes to process the request and generate a response; time to send the first byte of that response back to the browser.

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LEADERS ARE FAST Correlative evidence between decreasing search rank and increasing time to first byte Reference: Moz Speed Research

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THE COMPONENTS 1. The time it takes for your request to propagate; network ? web server 2. The time it takes for the web server to process the request ? generate the response 3. The time it takes for the response to propagate back; network ? browser Reference: Moz Speed Research You want sum of times: 1 + 2 + 3 = 300 – 500ms

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5 TTI Time to Interact [tim tu f?rst in-t?r-?akt] Time to Interact (TTI) is key for the perceived page load time and thus your site’s ability to provide a good user experience. As opposed to the Time to First Byte, which is when the user first perceives the mobile experience to start loading on their device, the Time to Interact marks the time when the user can begin to interact with elements of the page, for example search fields.

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BEST PRACTICES Loading the above-the-fold content first Loading the interactive elements of the page as quickly as possible Compressing images and minifying code so the page loads faster Leveraging Content Delivery Networks as we mentioned in Time to First Byte Deferring the loading of third party scripts related to things like analytics or social sharing

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6 BLOCKING JS Blocking JavaScript [blakiNG jav?skript] Blocking JavaScript is JavaScript that interferes with the loading of above-the-fold content of your page, making it slower to load. Pages with blocking JavaScripts are penalized in Google search results because it adversely affects a page’s performance. Example: jQuery plugins, image carousels, libraries

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SITE PERFORMANCE Go check for yourself! https://developers.google.com/speed/pagespeed/insights/

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7 USER CENTRIC User Centric [yo?oz?r sentrik] When people talk about optimizing for mobile, they frequently think only of optimizing the UI. In the case of Responsive Web Design (RWD) for example, you are optimizing the UI via CSS. But the UX is the same across different devices because you’re delivering the same HTML code, and therefore same layout, to each device.

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BUILDING BLOCKS Historical Desktop Approach Moovweb Approach

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8 APS & APIS Synthetic APIs [sin?Thedik a-p-i] Developing an API for a fully native enterprise app can be more costly than producing the app itself. One technique that Moovweb customers can use to avoid the significant expenditure of time and money to build out an API infrastructure is to use a synthetic API. It works by converting the desktop HTML into JSON or XML that creates a feed or synthetic API that can be fed into the native UI interface of an app.

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HEAVY ON HYBRID Even Apple is Hybrid. Check out the AppStore (iOS)!

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8 MOBILE TERMS YOU NEED TO KNOW Mobile Specific iBeacons Deep Linking Time to First Byte Time to Interact Blocking JavaScript User Centric Synthetic APIs