Latest on Mobile: Essential Takeaways for Marketers from SMX East & Pubcon

Latest on Mobile: Essential Takeaways for Marketers from SMX East & Pubcon was originally published on BruceClay.com, home of expert search engine optimization tips.

It's becoming clear that mobile friendliness is more than a responsive website that gets a passing grade on the Mobile-Friendly Test.

The concept of mobile friendliness covers increasingly advanced digital media territory:

• Mobile apps: Do you have a mobile app? Is it indexable by Google?
• Mobile conversions and personas: Is mobile traffic failing to convert? That’s to be expected if mobile personas, mobile-specific conversions and calls to action haven’t been identified.
• Mobile advertising: Are you utilizing mobile search PPC features like call extensions and call-only campaigns?

At the two biggest search-industry conferences this fall, SMX East in New York and Pubcon Las Vegas, search engine reps and renowned speakers covered the full range of Internet marketing topics, especially mobile issues — everything from Google's mobile-focused features to app indexing to mobile ads. We published 46 sessions and keynotes from these conferences on the BCI blog. Here we distill the most important news and advice related to mobile.