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Mobile Strategy for Small Businesses - BrightonSEO 2013
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Mobile Strategy for Small Businesses - BrightonSEO 2013

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For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover …

For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).

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  • 1. mobile is HUGE. Image Source
  • 2. Source: Cisco's Global Mobile Data Traffic Forecast Update internet in year 2000 mobile in 2012 mobile in 2012 was 12xthe size of theentire internet in 2000
  • 3. of UK consumers have made a purchase using their mobile device. Source: Econsultancy
  • 4. % of smartphone users have researched a product or service on their phone. Source: Google Databoard
  • 5. about then purchased the item in-store. Source: Google Databoard
  • 6. so businesses need to be mobile-friendly.
  • 7. the problemis,
  • 8. people are doing it WRONG.
  • 9. even bigbrands…
  • 10. Forbes – interstitial ads
  • 11. NY Times – no automatic redirects
  • 12. Starbucks – lost CTA
  • 13. …or worse, they don’t do anything. 60% of small businesses have websites; only half of these are mobile-friendly.
  • 14. Apple – no mobile website
  • 15. of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy only
  • 16. Image Source
  • 17. small businesses are even less likelyto have a mobile-friendly web presence. 60% of small businesses have websites; only half of these are mobile-friendly.
  • 18. 2 reasons.
  • 19. they don’t see the . 71% of smartphone owners have researched a product on their device which they later bought.
  • 20. but it’s easy enough to show the valueof mobile marketing. 84% of small businesses saw an increase in new business due to mobile marketing efforts
  • 21. so it seems more likely that…
  • 22. …they just don’t know where to start.
  • 23. that’s where I come in.
  • 24. BRIDGET RANDOLPH SEO Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
  • 25. Mobile Strategy for Small Businesses BRIDGET RANDOLPH
  • 26. Getting Started with Mobile
  • 27. 1 •Mobile Friendly Website 2 •Search and Discovery 3 •Reaching Your Customers Where they Are
  • 28. Step 1 Mobile-Friendly Website
  • 29. where your online customers primarily interact with you. 61% of mobile users who land on a non-mobile- friendly site are likely to go to a competitor's site
  • 30. 3 main approaches
  • 31. • responsive – rearranges the layout • dynamic serving – serves different HTML on same URL • separate mobile subdomain – e.g. m.domain.com
  • 32. choosean approach based on
  • 33. your goals and technical capabilities
  • 34. your users’ needs.
  • 35. (we did a flowchart for our Best Practice Guide) www.distilled.net/training/mobile-seo-guide
  • 36. but for a small business with a small website…
  • 37. …I’d usually recommend using a responsive template,
  • 38. and a CMS (like Wordpress).
  • 39. individual Wordpress themes • Designfolio (from PressCoders): free, or $79 with support licence. • Standard: $49 or $99 with support licence. • Responsive (from CyberChimps): free. premium Wordpress theme providers • Elegant Themes: ~$40/year with full support. • WooThemes: free-$70.
  • 40. or, if you don’t want to use Wordpress: • SquareSpace: from $8/month (for the most basic service). • Wix: around $10/month.
  • 41. Simples! Image Source
  • 42. but I can’t afford that.
  • 43. well,
  • 44. if you do NOTHING else,
  • 45. Facebook.
  • 46. Google+.
  • 47. because they’re already mobile-friendly.
  • 48. and start saving up for a mobile- friendly website! Image Source
  • 49. final point to remember:
  • 50. a mobile-friendly website is NOT a strategy.
  • 51. it’s just the starting point.
  • 52. Step 2 Search and Discovery
  • 53. how people your website.
  • 54. 1.mobile SEO 2.local search 3.social media
  • 55. 1) mobile SEO
  • 56. responsive design? SEO of Responsive Design by Kristina Kledzik
  • 57. You don’t need to do anything extra.
  • 58. what if I can’t use a responsive design?
  • 59. dynamic serving Vary HTTP header http://goo.gl/km1qcZ Up to 73% of mobile local keyword rankings differed from their desktop counterparts
  • 60. separate URLs There are several areas to look at. I wrote a whole post on Moz about it. http://moz.com/blog/how-to-optimize-a-mobile-site A Checklist for Optimizing Your Mobile Site
  • 61. 2) local search
  • 62. any business with a physical location and/or location-based service area. 94% of smartphone users have looked for local info and 84% have taken action as a result
  • 63. Desktop result for ‘plumber’ search in London
  • 64. Mobile result for ‘plumber’ search in London
  • 65. there are several factors for local search rankings
  • 66. on-page optimization for location
  • 67. local listings - Google+ Local (within Google Places for Business) - other relevant local business directories - Yahoo! Local - Bing Local - Yelp - Merchant Circle - Angie’s List - Judy’s Book - Kudzu
  • 68. Google+ Local ≠ Google+
  • 69. this is a Google+ Local page
  • 70. this is a Google+ profile page
  • 71. you need both and you should mergethem.
  • 72. local linkbuilding (e.g. local news sites, government sites, blogs, etc.)
  • 73. “NAP” citations (like links for local SEO) • Name • Address • Phone number
  • 74. consistency signal to Google that they all refer to the same business
  • 75. protip: use Whitespark’s Local Citation Finder tool - from $20/month
  • 76. images storefront and product
  • 77. structured data - Schema.org: /Place and /LocalBusiness - hCard markup - KML file for GoogleMaps
  • 78. social profiles - Google+ - Facebook 24% of local search via apps happens on Facebook’s mobile app
  • 79. reviews and recommendations - Yelp - Google+ Local - TripAdvisor - Yahoo! Local - Foursquare - Zagat (for restaurants)
  • 80. for a great local SEO resource, check out David Mihm’s report on Local Search Ranking Factors 2013 http://moz.com/local-search-ranking-factors
  • 81. Does it work?
  • 82. case study – Coffee Corner
  • 83. We managed to get them to the top of page 1 within 6 weeks, which took their search traffic from 100 to just under 300 visitors per month Gareth Brown, founder of Target Local
  • 84. They’re also seeing visitors coming from their Yelp profile.
  • 85. 3) social media
  • 86. we’ve already seen that socialis important for local SEO.
  • 87. but it’s also a marketing channel in its own right.
  • 88. out of every 5 people who use Facebook daily access it on a mobile device.
  • 89. social media is a good way for your mobile visitors to find and interactwith you…
  • 90. …if you do it right.
  • 91. first, you need to remember:
  • 92. it’s about conversation, not broadcast.
  • 93. use the ‘dinner party’ test.
  • 94. and have a content plan.
  • 95. this is all just basic social media best practice.
  • 96. mobile-social protip: make sure that the content you share is mobile-friendly.
  • 97. so you’ve got a mobile-friendly website.
  • 98. and you’ve made it easy for mobile users to find you.
  • 99. now what?
  • 100. now the fun part:
  • 101. Step 3: Reaching Out
  • 102. in this phase, you can reach out to your customers where they are,
  • 103. instead of waiting for them to come to you.
  • 104. you can bypass the search process altogether with - apps - exclusive mobile content - emails
  • 105. 1) apps
  • 106. do I need an app?
  • 107. probably not.
  • 108. but if your business model relies on frequent return visits,
  • 109. it may be worth investing in an app.
  • 110. 2 types of app:
  • 111. 1. native app (iOS, Android, etc) 2. web app (HTML5)
  • 112. Apple's App Store contains ~775,000 apps native app web app pros • faster performance • more specific functionality • app store support cons • ££££ • high-maintenance • approval process longer pros • cheaper • easier to maintain cons • one-size-fits-all • can’t be accessed offline • no app store support
  • 113. some tools to help you build an app: - Bizness Apps: from $59/month (native apps) - ViziApps: starts from £29/month (web app) or £99/month for (native app) - AppMakr: free native Android app (with ads), or for $9/month native iPhone and Android apps (no ads). - Premium option: $99 one-time fee for white-label version. - RedFoundry: contact for a quote These tools were featured on Mashable
  • 114. 2) exclusive mobile content
  • 115. some ideas:
  • 116. - loyalty app
  • 117. - push notifications with geotargeting
  • 118. related to
  • 119. - exclusive offers for mobile visitors
  • 120. are you sure you need an app?
  • 121. because if you want an easy hack…
  • 122. - check-in and coupon services Foursquare, Facebook, Groupon.
  • 123. added benefit: online visibility and social proof
  • 124. speaking of Facebook and Foursquare…
  • 125. bonus tip: social media competitions
  • 126. 3) emails
  • 127. if you do email marketing, make sure you’re using
  • 128. mobile-friendly email templates. 79% of smartphone owners use their smartphone for reading email
  • 129. email providers with mobile-friendly templates • MailChimp: from ~$10/month • Campaign Monitor: from $10/month or $5/campaign
  • 130. if you don’t want to use their full service, you can simply use them to build your email and export the HTML.
  • 131. and finally…
  • 132. bonus tip:
  • 133. provide in-store wifi and collect customer data such as email addresses or (quick!) survey answers. Half of the smartphone users who researched a product on their phone later purchased the item in-store
  • 134. this doesn’t have to be scary… Image Source
  • 135. in fact, it’s really easy! MyPlaceConnect provides a service to set this up for you - from €25/month
  • 136. you might decide to do ALL the things.
  • 137. or not.
  • 138. but no matter your individual needs…
  • 139. …there are a few important things to remember.
  • 140. mobile is HUGE. Mobile commerce accounts for 23% of online sales
  • 141. Source: Mobile Growth Stats 2013
  • 142. you a mobile strategy.
  • 143. start with a mobile-friendly website.
  • 144. and build upfrom there.
  • 145. it’s than you think!
  • 146. So get started now! THANK YOU bridget.randolph@distilled.net @BridgetRandolph