Mobile’s Brave New World for Search and Social Marketers

www.pureoxygenlabs.com

About BrianSearch and Mobile Marketing Expert Founder of Pure Oxygen Labs Strategist, Speaker, ColumnistPrior Product VP / COO Netconcepts Launched Enterprise SEO Automation Led firm to M&A with Covario in 2010 www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

About Pure OxygenRocket Fuel for Multi-Device Marketers:  Higher Search rankings  More App downloads  Greater Social Engagement  Enhanced QR performanceSubject Matter Experts: www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

We Engage More Socially• Mobile devices drive 55% of Facebook traffic and over 55% of Twitter’s• Facebook is most popular app across iOS and Android deviceswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Across Apps and Web Source: thinkwithgoogle.com, 2012 “Customers dont distinguish between mobile web or app. They must be connected.” -Chris Payne, VP eBay North America, 2011www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Mobile Marketing: 3D Matrixwww.pureoxygenlabs.com

Dominate Mobile SearchMobile Content  Relevant page copy  Good use of tags (H1, etc)  Crawlable UGC reviewsMobile Links  Internally linked content  Optimal anchor text www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Dominate Mobile SearchTips for ranking your Facebook on Page 1:  Read more: http://po2.co/optimizefb  Social profiles have supermassive link equity  Check your profile‟s PageRank score: http://www.prchecker.info/check_page_rank.php  Avoid linking solely through this icon   Consider adding 1-2 keywords to profile • Optimize page title and heading tag  Add good keywords in Facebook „About‟ fields  Include brand in anchor text links to your profile  Link from other social profiles  Link using redirect tracking links • Tracks crawl and click activity between social profiles www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Dominate Mobile SearchTips for ranking your Apps on Page 1:  App pages have supermassive link equity  Feature brand prominently in app name  Avoid linking solely through app icons  Link to profile from home page or footer  Include brand name in anchor text  Cross-promote to mobile users  Optimize press releases  Read more: http://po2.co/app-seo www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Dominate Mobile SearchDon‟t forget about Local listings  Claim and optimize business profiles  Google Places/Maps and Bing Maps  Optimize for social networks that provide location info through apps • Facebook Places • Foursquare • Urban Spoon/Yelp www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Connect Web and Apps 20x 4x 4xwww.pureoxygenlabs.com

Connect Web and Apps Device OS If app‟s installed… If not installed…www.pureoxygenlabs.com

Connect Web and AppsURL scheme protocols for social apps:  Facebook -> fb:// • Eg fb://profile/144138275637883  Twitter -> twitter:// • Eg twitter://user?screen_name=CNN  Foursquare -> foursquare://  Pinterest -> pinterest://  Yelp -> yelp://  Read more: http://po2.co/appurls www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Connect Web and AppsLink iPhones / Androids into social app profiles  Learn your profile‟s URL within the app  Link mobile users to this URL  If app is not installed, send to mobile web page  See example: http://po2.co/fbMeasure clicks and engagement by deviceGenerate your app-aware Facebook URL:  Type http://twurl.co/facebook/{yourhandle} www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Link Physical and DigitalAim to provide value-added shortcuts  Video content  Download apps  Like/follow social profiles  Access ratings and reviews  Connect to maps/directions www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Link Physical and DigitalBigger bolder pixels are betterUse low density codes (21x21, 25x25)  Easier for more phones to read  Works from greater distances  Can be displayed in less real estateCompress URLs to <30 characters  Strip out unnecessary URL information  Use abbreviated TLDs if necessary  Use the lowest EC (error correction) settings  Free QR generation guide: http://po2.co/qr- guide www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Link Physical and DigitalBrand QR links without “bloating” QR  Secures the click decision  Avoid concerns of QR malware  Increase user confidence • eg http://qr.domain.com/pathEncourages repeat clicks  Makes QR URLs recognizable in QR browser history www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Link Physical and DigitalTrack your QR results wisely  Tell your QR what data to feed site analytics  Without tags, QR visitors anonymous  Avoid QR bloat: append tags after redirectMeasure and analyze QR performance  Use redirect tracking links for 3rd party sites • Facebook, Foursquare, Android, iTunes, etc.  Analyze scans by campaign, device, geo www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Link Physical and Digital41 21 41 21 1) Desktop website URL: QR-Optimized URL: http://www.fedex.com http://fedex.com/qr2 2) Directory info: /us/ecommerce/index.html 3) Tracking tags: ?cmp=PAC-wecom-qr2-post www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

Link Physical and DigitalOptimize the Landing  Marketing needs control over QR links • Dead QR URLs are source of QR fail • Use dynamic QRs to update as needed  Deliver optimal user experience by device, by OS, or by geography • Route each device type to the appropriate app for their OS version • Segment tablet and smartphones to open social apps vs social web www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

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Mobile’s Brave New World for Search and Social Marketers

by Social Media Breakfast Madison on Sep 19, 2012

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