Mobile Search Engine Marketing

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Mobile Search Engine Marketing

  1. 1. Mobile Search Engine MarketingRob Stokes – 10 August 2010<br />Credit: Stuck in Customs http://www.flickr.com/photos/stuckincustoms/<br />
  2. 2. Mobile advertising constitutes <1% of global adspend<br />
  3. 3. And yet there are 3 times as many mobile phones as there are televisions<br />
  4. 4. Growth!<br />
  5. 5.
  6. 6. Mobile search is growing fast<br />
  7. 7. Google reports mobile queries are up 500% in 24 months<br />
  8. 8. Mobile searches on Android up 300% from last year<br />
  9. 9. Google SA receives 2 000 000 queries per day on mobile<br />
  10. 10. In fact 25% of all Google searches in SA are mobile<br />
  11. 11. On the weekend, this rises to 65%!<br />
  12. 12. What makes mobile searchers different?<br />
  13. 13. Mobile users snack on the internet in small sessions<br />
  14. 14. They generally access the web when they need a quick, instant answer<br />
  15. 15. They are always in a rush<br />
  16. 16. Are often moving<br />
  17. 17. Far more goal driven<br />
  18. 18. And are doing it all on a much smaller screen with a really poor input device<br />
  19. 19. This means that the way they search is very different<br />
  20. 20. Majority of mobile searches are navigational, rather than informational, in nature<br />
  21. 21. Mobile users know what they are looking for, they just need to know where to find it.<br />
  22. 22. And if they don’t know what they are looking for, they tend to use shorter, more generic phrases – no fluff!<br />
  23. 23. Therefore brand and product (even competitor) names are more important than generic category queries<br />
  24. 24. Smart phone users are substantially more likely to search<br />
  25. 25. Nielsen reports that mobile users are highly “search dominant”. The use search to navigate even if they already know the site they want to get to.<br />
  26. 26. This means that at the very least, you need to get the basics right around your brand queries<br />
  27. 27. Anatomy of a mobile SERP<br />Credit: mollycakes http://www.flickr.com/photos/mollycakes/<br />
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  32. 32. Mobile SEO<br />Credit: gaspi *yg http://www.flickr.com/photos/gaspi/<br />
  33. 33. Search engines strive to deliver the most relevant, useful results based on the query and other available data<br />
  34. 34. In mobile, this includes location…!<br />
  35. 35. Personalised search is more pronounced on mobile<br />(if you are logged in…)<br />
  36. 36. However search engines also have less site history, traffic and inbound links to use as ranking factors<br />
  37. 37. Higher ranking is much more important on mobile as there are few (if any!) listings above the fold<br />
  38. 38. Local listings are CRITICAL for local businesses. If you’re not there, you are not going to be found.<br />
  39. 39. Inbound links are still important but less important than conventional search<br />
  40. 40. High quality, relevant, keyword rich, properly formatted content is vital<br />
  41. 41. Make sure all content is visible to search engines:<br /><ul><li>Good URLs
  42. 42. Not behind a login or https
  43. 43. Mobile XML site maps
  44. 44. Code compliance – more important than standard search</li></li></ul><li>Make sure Google knows you’re a mobile site:<br /><ul><li>Featuring the word “mobile” in the copy
  45. 45. Use location modifiers in tags and content
  46. 46. Use a mobile sub domain/folder or suffix</li></li></ul><li>Is your standard site competing with your mobile site?<br />
  47. 47. Detect, redirect and link between the two<br />
  48. 48. Universal search is growing:<br />don’t forget the non text verticals (image, video, product, news, etc.)<br />
  49. 49. Adwords on Mobile<br />Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/<br />
  50. 50. Don’t just flick the mobile switch, a separate campaign should be set up for mobile users<br />
  51. 51. Use the same architecture and tweak over time<br />
  52. 52. Start with a lower CPC than your desktop campaign and adjust up. Mobile is generally cheaper, but can be more risky.<br />
  53. 53. Important targeting options:<br /><ul><li>Location
  54. 54. OS
  55. 55. Phone type – phones with full browsers often better </li></li></ul><li>Keep smartphone and WAP campaigns separate<br />
  56. 56. Mobile ads are shorter than a normal text ad – only 18 characters width and only 1 description line, not 2<br />
  57. 57. Use phone numbers in adverts – mobile users like to call!<br />
  58. 58. Retest conversion rates of all keywords – some are better for mobile, some are worse.<br />
  59. 59. Reduce expectations:<br />users are less likely to purchase from a mobile device so give them a reason to come back on desktop or share (tweet, SMS share, email to friend)<br />
  60. 60. Mobile Landing Pages<br />http://www.flickr.com/photos/linhngan/3101950593<br />
  61. 61. What comes after the click is much more important on mobile<br />
  62. 62. A more impatient user with less space to impress them<br />
  63. 63. Optimise your landing pages/site for the mobile browser<br />
  64. 64. Remove non essential images – they take up screen space<br />
  65. 65. Include a phone number high on the page<br />
  66. 66. Use contrasting colours and simple fonts – a clean design is vital<br />
  67. 67. Organise content into short lists and bold important terms<br />
  68. 68. App Store Search<br />http://www.flickr.com/photos/jblndl/45769316<br />
  69. 69. 5 Billions Apps downloaded – this is important<br />
  70. 70. But with hundreds of thousands of apps, you still need to be found<br />
  71. 71. Use keywords in the app name and copy<br />
  72. 72. Encourage reviews<br />
  73. 73. Time your promotion to boost popularity fast<br />
  74. 74. Promote the app through social channels and relevant communities<br />
  75. 75. Enticing screenshots encourage the download<br />
  76. 76. Offer a “lite” or “free” version to boost popularity<br />
  77. 77. Questions?<br />Credit: Oberazzi http://www.flickr.com/photos/oberazzi/<br />
  78. 78. Thank You<br />www.quirk.biz<br />rob@quirk.biz<br />
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