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 why SMEs should care about mobile, and what they can do about it (even on a small business budget).

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Mobile Strategy for Small Businesses - BrightonSEO 2013

  1. 1. mobile is HUGE. Image Source
  2. 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. 3. of UK consumers have made a purchase using their mobile device. Source: Econsultancy
  4. 4. % of smartphone users have researched a product or service on their phone. Source: Google Databoard
  5. 5. about then purchased the item in-store. Source: Google Databoard
  6. 6. so businesses need to be mobile-friendly.
  7. 7. the problemis,
  8. 8. people are doing it WRONG.
  9. 9. even bigbrands…
  10. 10. Forbes – interstitial ads
  11. 11. NY Times – no automatic redirects
  12. 12. Starbucks – lost CTA
  13. 13. …or worse, they don’t do anything. 60% of small businesses have websites; only half of these are mobile-friendly.
  14. 14. Apple – no mobile website
  15. 15. of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy only
  16. 16. Image Source
  17. 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. 18. 2 reasons.
  19. 19. they don’t see the . 71% of smartphone owners have researched a product on their device which they later bought.
  20. 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. 21. so it seems more likely that…
  22. 22. …they just don’t know where to start.
  23. 23. that’s where I come in.
  24. 24. BRIDGET RANDOLPH SEO Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
  25. 25. Mobile Strategy for Small Businesses BRIDGET RANDOLPH
  26. 26. Getting Started with Mobile
  27. 27. 1 •Mobile Friendly Website 2 •Search and Discovery 3 •Reaching Your Customers Where they Are
  28. 28. Step 1 Mobile-Friendly Website
  29. 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. 30. 3 main approaches
  31. 31. • responsive – rearranges the layout • dynamic serving – serves different HTML on same URL • separate mobile subdomain – e.g. m.domain.com
  32. 32. choosean approach based on
  33. 33. your goals and technical capabilities
  34. 34. your users’ needs.
  35. 35. (we did a flowchart for our Best Practice Guide) www.distilled.net/training/mobile-seo-guide
  36. 36. but for a small business with a small website…
  37. 37. …I’d usually recommend using a responsive template,
  38. 38. and a CMS (like Wordpress).
  39. 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. 40. or, if you don’t want to use Wordpress: • SquareSpace: from $8/month (for the most basic service). • Wix: around $10/month.
  41. 41. Simples! Image Source
  42. 42. but I can’t afford that.
  43. 43. well,
  44. 44. if you do NOTHING else,
  45. 45. Facebook.
  46. 46. Google+.
  47. 47. because they’re already mobile-friendly.
  48. 48. and start saving up for a mobile- friendly website! Image Source
  49. 49. final point to remember:
  50. 50. a mobile-friendly website is NOT a strategy.
  51. 51. it’s just the starting point.
  52. 52. Step 2 Search and Discovery
  53. 53. how people your website.
  54. 54. 1.mobile SEO 2.local search 3.social media
  55. 55. 1) mobile SEO
  56. 56. responsive design? SEO of Responsive Design by Kristina Kledzik
  57. 57. You don’t need to do anything extra.
  58. 58. what if I can’t use a responsive design?
  59. 59. dynamic serving Vary HTTP header http://goo.gl/km1qcZ Up to 73% of mobile local keyword rankings differed from their desktop counterparts
  60. 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. 61. 2) local search
  62. 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. 63. Desktop result for ‘plumber’ search in London
  64. 64. Mobile result for ‘plumber’ search in London
  65. 65. there are several factors for local search rankings
  66. 66. on-page optimization for location
  67. 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. 68. Google+ Local ≠ Google+
  69. 69. this is a Google+ Local page
  70. 70. this is a Google+ profile page
  71. 71. you need both and you should mergethem.
  72. 72. local linkbuilding (e.g. local news sites, government sites, blogs, etc.)
  73. 73. “NAP” citations (like links for local SEO) • Name • Address • Phone number
  74. 74. consistency signal to Google that they all refer to the same business
  75. 75. protip: use Whitespark’s Local Citation Finder tool - from $20/month
  76. 76. images storefront and product
  77. 77. structured data - Schema.org: /Place and /LocalBusiness - hCard markup - KML file for GoogleMaps
  78. 78. social profiles - Google+ - Facebook 24% of local search via apps happens on Facebook’s mobile app
  79. 79. reviews and recommendations - Yelp - Google+ Local - TripAdvisor - Yahoo! Local - Foursquare - Zagat (for restaurants)
  80. 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. 81. Does it work?
  82. 82. case study – Coffee Corner
  83. 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. 84. They’re also seeing visitors coming from their Yelp profile.
  85. 85. 3) social media
  86. 86. we’ve already seen that socialis important for local SEO.
  87. 87. but it’s also a marketing channel in its own right.
  88. 88. out of every 5 people who use Facebook daily access it on a mobile device.
  89. 89. social media is a good way for your mobile visitors to find and interactwith you…
  90. 90. …if you do it right.
  91. 91. first, you need to remember:
  92. 92. it’s about conversation, not broadcast.
  93. 93. use the ‘dinner party’ test.
  94. 94. and have a content plan.
  95. 95. this is all just basic social media best practice.
  96. 96. mobile-social protip: make sure that the content you share is mobile-friendly.
  97. 97. so you’ve got a mobile-friendly website.
  98. 98. and you’ve made it easy for mobile users to find you.
  99. 99. now what?
  100. 100. now the fun part:
  101. 101. Step 3: Reaching Out
  102. 102. in this phase, you can reach out to your customers where they are,
  103. 103. instead of waiting for them to come to you.
  104. 104. you can bypass the search process altogether with - apps - exclusive mobile content - emails
  105. 105. 1) apps
  106. 106. do I need an app?
  107. 107. probably not.
  108. 108. but if your business model relies on frequent return visits,
  109. 109. it may be worth investing in an app.
  110. 110. 2 types of app:
  111. 111. 1. native app (iOS, Android, etc) 2. web app (HTML5)
  112. 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. 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. 114. 2) exclusive mobile content
  115. 115. some ideas:
  116. 116. - loyalty app
  117. 117. - push notifications with geotargeting
  118. 118. related to
  119. 119. - exclusive offers for mobile visitors
  120. 120. are you sure you need an app?
  121. 121. because if you want an easy hack…
  122. 122. - check-in and coupon services Foursquare, Facebook, Groupon.
  123. 123. added benefit: online visibility and social proof
  124. 124. speaking of Facebook and Foursquare…
  125. 125. bonus tip: social media competitions
  126. 126. 3) emails
  127. 127. if you do email marketing, make sure you’re using
  128. 128. mobile-friendly email templates. 79% of smartphone owners use their smartphone for reading email
  129. 129. email providers with mobile-friendly templates • MailChimp: from ~$10/month • Campaign Monitor: from $10/month or $5/campaign
  130. 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. 131. and finally…
  132. 132. bonus tip:
  133. 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. 134. this doesn’t have to be scary… Image Source
  135. 135. in fact, it’s really easy! MyPlaceConnect provides a service to set this up for you - from €25/month
  136. 136. you might decide to do ALL the things.
  137. 137. or not.
  138. 138. but no matter your individual needs…
  139. 139. …there are a few important things to remember.
  140. 140. mobile is HUGE. Mobile commerce accounts for 23% of online sales
  141. 141. Source: Mobile Growth Stats 2013
  142. 142. you a mobile strategy.
  143. 143. start with a mobile-friendly website.
  144. 144. and build upfrom there.
  145. 145. it’s than you think!
  146. 146. So get started now! THANK YOU bridget.randolph@distilled.net @BridgetRandolph

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