Mobile Search Trends & Best Practices
 

Mobile Search Trends & Best Practices

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Instructed by Prashant Puri.

Instructed by Prashant Puri.

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Mobile Search Trends & Best Practices Mobile Search Trends & Best Practices Presentation Transcript

  • Mobile Search Trends & Best Practices - Online Marketing Institute Presented by: Prashant Puri CEO, AdLift.com @puriprashant
  • Introduction 2ADLIFT CONFIDENTIAL • Welcome to the OMI session on Mobile Search Trends & Best Practices • Prashant Puri, CEO & Co-Founder – AdLift.com @puriprashant
  • About Me 3ADLIFT CONFIDENTIAL • 10 Years of online marketing experience • Managed eBay’s comparison shopping arm (Now eBay Adverting) • Display advertising at Yahoo! • Spearheaded AT&T Interactive’s foray in to the search marketing world @puriprashant View slide
  • Agenda 4ADLIFT CONFIDENTIAL • State of Mobile • Smartphone & Tablets User Behaivior • Mobile Search Best Practices – SEO & SEM @puriprashant View slide
  • Mobile Phone Subscriptions = Human Population 5ADLIFT CONFIDENTIAL Source: http://www.geohive.com/earth/population_now.aspx ; http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a ; http://thenextweb.com/mobile/2012/10/17/global-smartphone-users-pass-1-billion-for- the-first-time-report/ 7.1B people on the planet 7.0B global mobile phone subscription @puriprashant
  • Still – Huge Growth Opportunity in Smartphone Market 6ADLIFT CONFIDENTIAL Source: Mary Meeker, Kleiner Perkins, Morgan Stanley Research 5.9B 1.03 B Smartphone Users Feature Phone Users Global Users (Billions) @puriprashant
  • In the US – Greater than 50% own a Smartphone 7ADLIFT CONFIDENTIAL Source: http://www.pcmag.com/article2/0,2817,2417442,00.asp 57% 49% Nov, 2012 Apr, 2013 133M people in US own a smartphone of those 68% have household income greater $75,000 @puriprashant
  • In 2015, mobile search volume to surpass desktop local search volume 8ADLIFT CONFIDENTIAL Source:http://www.biakelsey.com/Company/Press-Releases/120418-Mobile-Local-Search- Volume-Will-Surpass-Desktop-Local-Search-in-2015.asp @puriprashant
  • By 2017, Mobile Search Ad Spending will be 50% of Total Search Ad Spending 9ADLIFT CONFIDENTIAL Source: eMarketer State of Mobile Search 2013 $0.65 $1.99 $3.59 $5.57 $7.85 $10.30 $12.88 4.3% 11.3% 18.2% 25.6% 33.7% 42.1% 50.8% Mobile search ad spending (Billion) % of digital search ad spending @puriprashant 2011 2012 2013 2014 2015 2016 2017
  • User Search Trends 10ADLIFT CONFIDENTIAL @puriprashant
  • Tablet Users Search & Buy 1. Sent text message to another phone 2. Took photos 1. Used email 1. Accessed weather 1. Accessed social network 1. Accessed search 2. Played games 1. Accessed maps 1. Accessed news 2. Listened to music 90.5% Smartphone Users Tablet Users 83.4% 77.8% 67.1% 65.3% 58.7% 52.9% 51.2% 49.2% 48.0% 1. Accessed search 1. Used email 1. Accessed social network 1. Played games 1. Accessed weather 1. Accessed news 2. Accessed photo/video site 1. Read books 1. Watched video 2. Accessed retail 73.9% 73.6% 67.5% 66.3% 64.6% 58.8% 51.5% 51.2% 50.9% 49.8% @puriprashantSource: comScore “2013 Mobile Future in Focus”
  • 12ADLIFT CONFIDENTIAL Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion Mar 2013. eMarketer Mobile Search Trends. Data: Q4 2012 Smartphone Usage peaks in the Evening 12am-3am 3am-6am 6am-9am 9am-12pm 12pm-3pm 3pm-6pm 6pm-8pm 8pm-12am 3% 2% 7% 13% 17% 19% 18% 22% @puriprashant
  • 13ADLIFT CONFIDENTIAL Source: xAd and Telmetrics “Mobile path-to-purchase – Restaurants” Oct 2012 Smartphone User likely to Act faster Immediately Within hour Within day Within month Wasn’t looking to book 30% 15% 34% 29% 25% 40% 7% 15% 3% 1% Smartphone Tablet @puriprashant
  • 14ADLIFT CONFIDENTIAL with 34% making a purchase 71% Visit a retail website Source: Google & Nielsen “Mobile Search Moments: Understanding How Mobile Drives Conversion” @puriprashant
  • Mobile SEO Trends 15ADLIFT CONFIDENTIAL @puriprashant
  • 16ADLIFT CONFIDENTIAL Search Marketing Tactics Used Paid search SEO Mobile paid search Mobile SEO Social media PPC Other 78% 58% 58% 31% 28% 9% Source: Forester Research, Q3 2012 Global Search Marketing Customer Reference Survey Mobile SEO Adoption is growing @puriprashant
  • 17ADLIFT CONFIDENTIAL 3 Options in Developing a Mobile Optimized Site 1. Dedicated mobile site – m.abc.com 2. Responsive Web Design (RWD) – URL doesn't’t change 3. Responsive Web Design with Server Side Components (RESS) – URL doesn't’t change + customized HTML
  • 18ADLIFT CONFIDENTIAL Dedicated Mobile Site Advantages 1. Mobile and Desktop content can be different. Easier to make separate changes 2. Faster load times 3. Easier to navigate (due to point number 1) Disadvantages 1. Tagging both Desktop and Mobile Sites Differently
  • 19ADLIFT CONFIDENTIAL Dedicated Mobile Site (Cont..) Disadvantages 1. Tagging both Desktop and Mobile Sites Differently 2. Submitting separate sitemaps for Mobile and Desktop 3. Link equity gets diluted since users have the option of linking to either m.abc.com or www.abc.com Examples http://mobile.walmart.com/ http://www.amazon.com/gp/aw/h.html http://www.bbc.co.uk/mobile
  • 20ADLIFT CONFIDENTIAL Responsive Web Design (RWD) Advantages 1. Single URL for all webpages 2. Content parity – Both the mobile as well as the desktop site contains the same content providing users with similar experience 3. Mobile tagging is not required 4. Separate XML sitemaps are not required Disadvantages 1. Content might not not fully optimized for mobile devices 2. Users might find it tougher to navigate 3. Slower load times on mobile devices Examples of RWD http://www.starbucks.com http://www.bostonglobe.com
  • 21ADLIFT CONFIDENTIAL Responsive Web Design with Server Side Components (RESS) Advantages 1. Single URL for all webpages 2. Customized content. Content and navigation for desktop and mobile can be customized 3. Faster load times 4. Mobile tagging is not required 5. Separate XML sitemaps are not required Disadvantages • Requires device detection (similar to dedicated mobile site) Examples of RWD http://edition.cnn.com/ http://www.ehow.com/
  • 22ADLIFT CONFIDENTIAL Google/Bing Recommendation • Google/Bing both prefer the RWD option (https://developers.google.com/webmasters/smartphone-sites/details) • However, this is contradictory to Google’s overall SEO recommendations where • Page load times is an important ranking factor (RWD loads slower than dedicated mobile sites) • Mobile ranking factors are a little different from Desktop ranking factors • AdLift’s recommendations: 1. Evaluate page speed times for RWD 2. Evaluate the importance from a business perspective on whether your website requires a different mobile experience 3. If page speed times for RWD are slow and requires a different mobile experience, our recommendation would be to build a mobile site on RESS
  • 27% 28% 30% 32% 60% 42% 48% 23ADLIFT CONFIDENTIAL Source: eMarketer Mobile Search Marketing 2013 Good to Know - Direct vs. Search Traffic to US Websites from iOS 51% 49% 52% 58% 60% 68% 70% 72% Aug 26 Sep 16 Sep 23 Oct 14 Nov 4 Nov 1 Nov 25 Dec 2 73% iOS masks search traffic @puriprashant
  • Mobile PPC Trends 24ADLIFT CONFIDENTIAL @puriprashant
  • Mobile Paid Search Clicks grow 65% YoY 25ADLIFT CONFIDENTIAL Source: eMarketer State of Mobile Search 2013 14.2% Share of Paid Search Clicks from US Mobile Devices Jan-Dec 2012 14.3% 15.9% 16.6% 17.1% 18.4% 19.1% 19.2% 19.5% 19.7% 21.1% 23.4% Jan 2012 Dec 2012 @puriprashant
  • Smartphones/Tablets Lower CPCs Comparable Conversion Rates 26ADLIFT CONFIDENTIAL Source: Marin “Mobile Search Advertising Around the Globe,” Feb 2013 Conversion Rates CPCs COMPUTERS SMARTPHONES TABLETS $0.75 $0.48 $0.62 3.9% 2.8% 3.3% COMPUTERS SMARTPHONES TABLETS CPC Change Jan – Dec 2012 9% 13% 25% COMPUTERS SMARTPHONES TABLETS @puriprashant
  • 27ADLIFT CONFIDENTIAL Google Adwords Enhanced Campaigns • Powerful bid adjustments in one single campaign • Increase/Decrease bids on different devices • Increase/Decrease bids based on location • Increase/Decrease based on time of day • Ad extensions based on device @puriprashant
  • 28ADLIFT CONFIDENTIAL To Summarize • Mobile search volume to surpass desktop searches by 2015 • 50% US population own a smartphone • Mobile ad spending is currently 20% of search spending – to grow to 50% by 2017 • Evaluate your Mobile website needs and based on that make a decision on what site you need – Dedicated URL vs. RESS or RWD • Mobile paid search clicks growing at 65% YoY • Mobile CPCs are lower than Desktop – Get in now !
  • Who We Are 29ADLIFT CONFIDENTIAL @puriprashant
  • 75 Million Search Visits Every Month, We Manage
  • About us & Our Achievements ADLIFT CONFIDENTIAL 31 Founded in 2009, AdLift provides customized digital media strategy and search marketing solutions for online businesses in the North American and Asian markets AdLift has assembled a world-class technical team of search marketing experts from firms such as Yahoo, eBay, and IAC AdLift’s unique value proposition has been recognized by fortune 500 companies including PayPal, eBay, Barnes & Noble & AT&T 15+ person team – business development and account management located in Palo Alto, CA. • Running campaigns across 50+ sites • Optimizing 10K keywords • Managing $2M in SEO spend • Delivered results & gained trust
  • Acquire Amplify Advance Prashant Puri CEO & Co-Founder AdLift.com prashant@adlift.com @puriprashant ADLIFT CONFIDENTIAL 32 @puriprashant