Mobile Search Engine Marketing

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  • 1. Mobile Search Engine MarketingRob Stokes – 10 August 2010
    Credit: Stuck in Customs http://www.flickr.com/photos/stuckincustoms/
  • 2. Mobile advertising constitutes <1% of global adspend
  • 3. And yet there are 3 times as many mobile phones as there are televisions
  • 4. Growth!
  • 5.
  • 6. Mobile search is growing fast
  • 7. Google reports mobile queries are up 500% in 24 months
  • 8. Mobile searches on Android up 300% from last year
  • 9. Google SA receives 2 000 000 queries per day on mobile
  • 10. In fact 25% of all Google searches in SA are mobile
  • 11. On the weekend, this rises to 65%!
  • 12. What makes mobile searchers different?
  • 13. Mobile users snack on the internet in small sessions
  • 14. They generally access the web when they need a quick, instant answer
  • 15. They are always in a rush
  • 16. Are often moving
  • 17. Far more goal driven
  • 18. And are doing it all on a much smaller screen with a really poor input device
  • 19. This means that the way they search is very different
  • 20. Majority of mobile searches are navigational, rather than informational, in nature
  • 21. Mobile users know what they are looking for, they just need to know where to find it.
  • 22. And if they don’t know what they are looking for, they tend to use shorter, more generic phrases – no fluff!
  • 23. Therefore brand and product (even competitor) names are more important than generic category queries
  • 24. Smart phone users are substantially more likely to search
  • 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.
  • 26. This means that at the very least, you need to get the basics right around your brand queries
  • 27. Anatomy of a mobile SERP
    Credit: mollycakes http://www.flickr.com/photos/mollycakes/
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. Mobile SEO
    Credit: gaspi *yg http://www.flickr.com/photos/gaspi/
  • 33. Search engines strive to deliver the most relevant, useful results based on the query and other available data
  • 34. In mobile, this includes location…!
  • 35. Personalised search is more pronounced on mobile
    (if you are logged in…)
  • 36. However search engines also have less site history, traffic and inbound links to use as ranking factors
  • 37. Higher ranking is much more important on mobile as there are few (if any!) listings above the fold
  • 38. Local listings are CRITICAL for local businesses. If you’re not there, you are not going to be found.
  • 39. Inbound links are still important but less important than conventional search
  • 40. High quality, relevant, keyword rich, properly formatted content is vital
  • 41. Make sure all content is visible to search engines:
    • Good URLs
    • 42. Not behind a login or https
    • 43. Mobile XML site maps
    • 44. Code compliance – more important than standard search
  • Make sure Google knows you’re a mobile site:
    • Featuring the word “mobile” in the copy
    • 45. Use location modifiers in tags and content
    • 46. Use a mobile sub domain/folder or suffix
  • Is your standard site competing with your mobile site?
  • 47. Detect, redirect and link between the two
  • 48. Universal search is growing:
    don’t forget the non text verticals (image, video, product, news, etc.)
  • 49. Adwords on Mobile
    Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/
  • 50. Don’t just flick the mobile switch, a separate campaign should be set up for mobile users
  • 51. Use the same architecture and tweak over time
  • 52. Start with a lower CPC than your desktop campaign and adjust up. Mobile is generally cheaper, but can be more risky.
  • 53. Important targeting options:
    • Location
    • 54. OS
    • 55. Phone type – phones with full browsers often better
  • Keep smartphone and WAP campaigns separate
  • 56. Mobile ads are shorter than a normal text ad – only 18 characters width and only 1 description line, not 2
  • 57. Use phone numbers in adverts – mobile users like to call!
  • 58. Retest conversion rates of all keywords – some are better for mobile, some are worse.
  • 59. Reduce expectations:
    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)
  • 60. Mobile Landing Pages
    http://www.flickr.com/photos/linhngan/3101950593
  • 61. What comes after the click is much more important on mobile
  • 62. A more impatient user with less space to impress them
  • 63. Optimise your landing pages/site for the mobile browser
  • 64. Remove non essential images – they take up screen space
  • 65. Include a phone number high on the page
  • 66. Use contrasting colours and simple fonts – a clean design is vital
  • 67. Organise content into short lists and bold important terms
  • 68. App Store Search
    http://www.flickr.com/photos/jblndl/45769316
  • 69. 5 Billions Apps downloaded – this is important
  • 70. But with hundreds of thousands of apps, you still need to be found
  • 71. Use keywords in the app name and copy
  • 72. Encourage reviews
  • 73. Time your promotion to boost popularity fast
  • 74. Promote the app through social channels and relevant communities
  • 75. Enticing screenshots encourage the download
  • 76. Offer a “lite” or “free” version to boost popularity
  • 77. Questions?
    Credit: Oberazzi http://www.flickr.com/photos/oberazzi/
  • 78. Thank You
    www.quirk.biz
    rob@quirk.biz