Presentation Details: Mobile Marketing,SEO & Visibility: Why You Should CarePresented To: AMA Baltimore
Going “Mobile”1. What is “Mobile?”2. Why Mobile?3. Do I Need to do Something?4. The Importance of Mobile Strategy5. Choosing a Mobile Solution6. Focus on Search7. Mobile Exposure Through Search: • Mobile SEO8. Mobile Exposure Through Search: • Local, CPC9. Drive Traffic10. 10 Key Takeaways Confidential 11/2/2011
What is Mobile? Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows Mobile1. Your Website On a Mobile Phone: Site renders „as is‟2. Mobile Friendly Website: Content renders on mobile3. Mobile Optimized Website: Mobile I/A and mobile content4. Branded Mobile or Custom Native App: Unique functionality; Requireddownload
Why Mobile? Confidential 11/2/2011
Scary, But………More than a third of U.S. adults - 35 percent - now own asmartphone, according to the Pew Research Center, and two-thirds ofthem sleep with their phones right next to their beds
Do I Need To Do Something?Check your analytics!
The Importance of Mobile Strategy Have an action/conversion in mind Data Exchange? Form Lead Generation? mCommerce? Click to Call? Drive Users to Take That Action through a clear, simple path
Focus On Conversions!The Data Exchange• Offer something interesting• Coupons to Generate Leads! • M-coupons will dominate mobile retail marketing spend until 2013, according to Juniper Research (March 2010)• Would a user benefit from logging in to you site? Confidential 11/2/2011
Focus on Conversions!M-Commerce• In the US, m-commerce revenues are expected to hit $6 billion by the end of 2011, growing to $31 billion by 2016, according to Forrester Research (June 2011)• m-commerce includes mobile media and content, retail, travel, coupons/deals, and services• 91 percent of online retailers in the US have a mobile strategy in place or in development, according to Shop.org/Forrester Research (May 2011)• 48 percent of US retailers surveyed had a mobile-optimized website; 35 percent had deployed an iPhone app; 15 percent deployed an Android app; 15 percent had deployed an iPad app
Choosing a Mobile SolutionMobile Friendly Website• Platforms• Technology• Design• Content Stuytown Confidential 11/2/2011
Choosing a Mobile SolutionMobile Optimized Website • Platforms • Design • Technology • Content RoseNYC RechargeYourYard Confidential 11/2/2011
Choosing a Mobile SolutionWhat is an App?DefinitionSoftware designed to help the user to perform singular or multiple related specific tasks on amobile device. • Books • Business • Education • Entertainment • Finance • Games • Navigation • News • Photography • Productivity • Reference • Social Networking • Sports • Healthcare & Fitness • Lifestyle • Medical • Music • Travel • Utilities • Weather Confidential 11/2/2011
Does an App Make Sense For You?
An App Only Makes Sense If You Have Something Useful To Offer
Structuring Your Mobile Site for Search EnginesFor optimal SEO benefits, use mobilebrowser detection and redirection todirect users to a /mobile version ofyour website: • Be device agnostic • Valid HTML • No flash! • HTML5 is cross platform and great for rich media • Create a minimalist mobile user experience • Must be intuitive • Mobile XML sitemap
Mobile Exposure Through Search SEO CPC Local YOUR WEB PROPERTY (Website, Facebook, Blog, etc.)
The Search AudienceWho’s Who?• 43.2 million US consumers ages 18 to 34 are logging on to the mobile web this year• eMarketer estimates 21.5 million 45- to 64-year-olds and 3.7 million seniors 65 and older will use the mobile internet Confidential 11/2/2011
Mobile Internet Usage and How it’s Being Used• One in seven searches are now mobile (Google)• 1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61 percent of users called the business and 59 percent visited • 79 percent of smartphone users use their smartphones to help with shopping • 71 percent of smartphone users that see TV, press or online ad, do a mobile search for more information, but 79 percent of large online advertisers still do not have a mobile optimized site
This Isn’t Going Away
This Isn’t Going AwaySeriously!• 25% of smartphone owners say that they mostly go online using their phone, rather than with a computer• In some cases, smartphones are being utilized in lieu of a computer similar to how cell phones decreased the usage of home landlines Confidential 11/2/2011
Remember Home Landlines?
How are Users Using Mobile SearchLocal Content Still Dominates• On-the-go web usage drives search activity for local content• Specific Content Search Behavior Confidential 11/2/2011
Mobile SEOTactical Effectiveness & Effort Mimics Desktop
SEO Needs to Provide ValueRanking vs. Value
Mobile SEOKeyword Research• Mobile user search behavior is different• Keywords will differ from desktop• The average mobile search is 15 characters or less• Account for predictive text• Use broad categories• Focus on short tail• FOCUS ON LOCAL!
Mobile Keyword ResearchLet Google Help- Mobile Search terms are short tail
Mobile Exposure Through SearchFocus on Local Search!Take advantage of what’s out there! Confidential 11/2/2011
Local Search Slated To Outpace National
How Else Can We Drive Traffic?Mobile Ads - CPC• This should not be the only tactic in your arsenal• Create a separate campaign with mobile settings• Create locally focused ad groups with short tail keywords • Opt out of the content network• Create a mobile landing page or have mobile browser detection on your landing pages• PPC landing pages may be a first step into mobile Confidential 11/2/2011
How Else Can We Drive Traffic?Other Considerations • Make sure your email campaigns render on a mobile device • Make sure that your company contact information is easy to access/can render on a mobile device • Banners and Rich Media • SMS • In app/In game advertising • External campaigns • QR codes
Putting it in Perspective…“It is true across the board. Roughly one inseven searches, even in the smallercategories, are happening on a mobilephone, but how many of you are putting oneseventh of your resources into mobile –anyone who hasn‟t got mobile onlybusiness?Your customer is trying to engage you… itwould be like not doing business with yourcustomers on Thursdays.” JasonSpero, Google (Feb 2011). Confidential 11/2/2011
Top 10 Takeaways1. Understand what going mobile means for success2. Is Mobile a direction your company should take now?3. Keep focused on conversions • What do you want mobile users to be able to do?4. What would be your best mobile solution? • Mobile optimized site? • App? • Both?5. Structure your mobile site for search • User agent detection and redirection • /mobile6. SEO keyword research will focus on user behavior • Local + Broad Category = Search Success!7. Desktop SEO strategies mimic mobile • It‟s about relevance8. Leverage your locale!9. CPC should be mobile focused10. Find additional ways to drive traffic
Visit R2i Mobile Lori Ulloa Senior Web Strategist/SEO Expert Confidential 11/2/2011