Your SlideShare is downloading. ×
  • Like
  • Save
Search University 2013 - Tips for your mobile SEO strategy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Search University 2013 - Tips for your mobile SEO strategy

  • 733 views
Published

In a multi-screen world mobile search is on the rise: tips for your mobile SEO strategy.

In a multi-screen world mobile search is on the rise: tips for your mobile SEO strategy.

Published in Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
733
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. In a multi-screen worldmobile search is on the riseTips foryour mobileSEO strategySpeaker: Tom MuyllaertMay 31st 2013
  • 2. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom Muyllaert
  • 3. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom MuyllaertDigital marketing consultant
  • 4. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom MuyllaertDigital marketing consultant
  • 5. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLet’s connect ;)@tmuyllaerttmuyllaert@reference.bet:e:
  • 6. MOBILEis definitely on the rise
  • 7. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWe navigate the world through our smartphonesMobile appearance is critical
  • 8. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertZoom in on some facts
  • 9. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert3.479.450smartphoneowners in BelgiumZoom in on some factsSources: Gfk retail & technology 2012 – Google Multi-screen world study 2012
  • 10. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert3.479.450smartphoneowners in Belgium980.000 tabletssold in 2012Zoom in on some factsSources: Gfk retail & technology 2012 – Google Multi-screen world study 2012
  • 11. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert3.479.450smartphoneowners in Belgium980.000 tabletssold in 201290% of consumerschange dailybetween differentdevices toaccomplish a goalZoom in on some factsSources: Gfk retail & technology 2012 – Google Multi-screen world study 2012
  • 12. MOBILEin the consumer decision journey
  • 13. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAWARENESS & DISCOVERY CONSIDERTATIONOpportunity for brands toengage with digital customersout of homeCouch surfing & shopping :lifestyle activity & form ofentertainmentCONVENIENCEEMPOWERMENT
  • 14. CHALLENGES
  • 15. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your medium
  • 16. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwebapp
  • 17. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSContent is web indexableDevice independentEasier in development &updateSearch performance easierto measureMobile web
  • 18. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSContent is web indexableDevice independentEasier in development &updateSearch performance easierto measureMobile webCONS
  • 19. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSContent is web indexableDevice independentEasier in development &updateSearch performance easierto measureMobile webCONSDependent on internetconnectionLimited hardwareintegrationBandwidth & browserlimited UX
  • 20. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSMobile app
  • 21. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSInternet connectionindependenceHigh hardware integrationBetter graphicperformance & UXMobile app
  • 22. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSInternet connectionindependenceHigh hardware integrationBetter graphicperformance & UXMobile appCONS
  • 23. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSInternet connectionindependenceHigh hardware integrationBetter graphicperformance & UXMobile appCONSContent is not webindexableDevice & OS dependentMore expensive indevelopment & updateSearch performanceharder to measure
  • 24. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose mobile web
  • 25. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachChoose mobile web
  • 26. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachAudiencedistributedover manyplatformsChoose mobile web
  • 27. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachAudiencedistributedover manyplatformsUX focusedon contentconsumption& sharingChoose mobile web
  • 28. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose mobile app
  • 29. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformChoose mobile app
  • 30. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformRequirecomplexfunctionality& hardwareintegrationChoose mobile app
  • 31. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformRequirecomplexfunctionality& hardwareintegrationUX focusedgetting thingsdoneChoose mobile app
  • 32. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertThe mobile web
  • 33. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your mediumMobile is not necessarily “on the go”
  • 34. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet use
  • 35. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useat home
  • 36. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLivingat home
  • 37. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLiving Kitchenat home
  • 38. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLiving Kitchen Bedat home
  • 39. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your mediumMobile is not necessarily “on the go”Add context to search intent & behaviour
  • 40. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your mediumMobile is not necessarily “on the go”Add context to search intent & behaviourHow to market to context?
  • 41. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends on
  • 42. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT
  • 43. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION
  • 44. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION GOAL
  • 45. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION GOAL MOOD
  • 46. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your mediumMobile is not necessarily “on the go”Add context to search intent & behaviourHow to market to context?Consistent brand experience
  • 47. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertCustomer
  • 48. DILEMMASto do mobile SEO
  • 49. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?
  • 50. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?Smartphone optimized? Tablet optimized?
  • 51. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?Smartphone optimized? Tablet optimized?Same content & keywords?
  • 52. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?Smartphone optimized? Tablet optimized?Same content & keywords?Dedicated mobile content & keywords?
  • 53. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?Smartphone optimized? Tablet optimized?Same content & keywords?Dedicated mobile content & keywords?Site works well on all devices & browsers?
  • 54. MOBILESEO strategy tips
  • 55. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectives
  • 56. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertBranddriven
  • 57. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertBranddrivenDirectresponsedriven
  • 58. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhere are youtoday?
  • 59. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  • 60. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  • 61. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  • 62. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  • 63. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile trafficCheck volumes in terms of traffic & conversionsMobile, Mobile organic vs. Desktop, Desktop organic
  • 64. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  • 65. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile trafficCheck visitor mobile devices
  • 66. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  • 67. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile trafficCheck organic mobile keywords & landing pages
  • 68. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectivesDeliver the right user experience
  • 69. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?
  • 70. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?experiences
  • 71. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?experiencescontext
  • 72. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhen looking at search behavior
  • 73. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhen looking at search behavior
  • 74. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMobile search behavior[pizza bestellen] ± 13% mobile searches/ month[tankstation] ± 22% mobile searches/ month[samsung promoties]± 6.5% mobilesearches / month
  • 75. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectivesDeliver the right user experienceChoose the right content serving & design
  • 76. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContent serving & design decisiontree
  • 77. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOptions to developyour mobile site
  • 78. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSource: Aleyda SolisOptions to developyour mobile site
  • 79. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSource: Aleyda Solis1. 2.3.Options to developyour mobile site
  • 80. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSource: Aleyda Solis1. 2.3.1. Responsive2. Dynamic serving3. Seperate mobile siteOptions to developyour mobile site
  • 81. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertproscons
  • 82. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertResponsive designPROSWay less taxing onGooglebot(s) (1URL – noduplication)Easier & cheaper tomaintainLink popularityconsolidation
  • 83. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertResponsive designPROSWay less taxing onGooglebot(s) (1URL – noduplication)Easier & cheaper tomaintainLink popularityconsolidationCONSHard to target specificmobile keywords with just1 set of contentLower mobile focused UXPossible redesign need
  • 84. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDynamic serving (RESS)PROSWay less taxing onGooglebot (1URL – noduplication)Link popularityconsolidationAbility to differentiatemobile content & keywords
  • 85. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDynamic serving (RESS)PROSWay less taxing onGooglebot (1URL – noduplication)Link popularityconsolidationCONSHigher cost ofmaintenanceTechnical more complex –Fewer standard practicesAbility to differentiatemobile content & keywords
  • 86. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSeperate mobile sitePROSEasier to implementAbility to differentiatemobile content & keywords
  • 87. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSeperate mobile sitePROSEasier to implementAbility to differentiatemobile content & keywordsCONSHigher cost ofmaintenanceSplit of link popularityTaxing on Googlebot(s) –possible duplication (m. /.mobi)
  • 88. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectivesDeliver the right user experienceChoose the right content serving & designHave a plan to promote your mobile site
  • 89. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
  • 90. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertpromote in alltouchpoints
  • 91. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPrint /OutdoorVideoTVRadioEventsCRM en e-mailDev CommunityPress &Magazine Search EngineMarketingApp StoresWebsitesMobieleMarketingDisplayAdvertisingSocialMediaSeeding on blogsexchange of visibilitySEOSEAiADS / Admob/…Banners on own andPartner desktop sitesDirect mail tocustomersSM connectorsSocial sign-inCopywriting,Rating, testimonialsDigital signage inPOS, QR codeeditorialsponsoringPromotion in thePOSRadiocampaignspromote in alltouchpoints
  • 92. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 93. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 94. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesshow you have a mobile version
  • 95. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesshow you have a mobile version
  • 96. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 97. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 98. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplessocial sharing (drives discovery)
  • 99. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 100. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 101. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesdiscover on yoursmartphoneread later onyour tablet
  • 102. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 103. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplescreate a Youtube video
  • 104. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  • 105. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplespromote offline
  • 106. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectivesDeliver the right user experienceChoose the right content serving & designHave a plan to promote your mobile siteMeasure, analyse & optimise
  • 107. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertTo guarantee success,spend 95% of your timedefining the problemand 5% of the timesolving it.
  • 108. Measurement options
  • 109. Responsive-RESS –single URLseperatemobile site– differentURLMobile appMeasurement options
  • 110. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertReponsive – RESS single URLWatch out!
  • 111. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertReponsive – RESS single URLWatch out!You might want to exclude tablets
  • 112. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertResponsive – RESS single URL
  • 113. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSeparate mobile site(m.yoursite.com)Implement tracking code on mobile siteTreat the mobile site as a subdomainSetup a separate profile to view data from the mobilesubdomain– Check in the mobile overview report if you’re getting a lot of non-mobiletraffic (redirect problem?)
  • 114. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWRAP UP
  • 115. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertKey takeawaysFocus on how to make life easier for your client acrosschannels & screensChoose your medium wisely: mobile web vs. appGet a good understanding of contextOffer a consistent brand experiencePromote your mobile presence in all relevant touchpoints(implicit or explicit)Measure, analyse & optimise performance smartphonesvs. tablets
  • 116. Thank you!