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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.

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    Search University 2013 - Tips for your mobile SEO strategy Search University 2013 - Tips for your mobile SEO strategy Presentation Transcript

    • In a multi-screen worldmobile search is on the riseTips foryour mobileSEO strategySpeaker: Tom MuyllaertMay 31st 2013
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom Muyllaert
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom MuyllaertDigital marketing consultant
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom MuyllaertDigital marketing consultant
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLet’s connect ;)@tmuyllaerttmuyllaert@reference.bet:e:
    • MOBILEis definitely on the rise
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWe navigate the world through our smartphonesMobile appearance is critical
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertZoom in on some facts
    • 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
    • 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
    • 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
    • MOBILEin the consumer decision journey
    • 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
    • CHALLENGES
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your medium
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwebapp
    • 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
    • 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
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSMobile app
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSInternet connectionindependenceHigh hardware integrationBetter graphicperformance & UXMobile app
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSInternet connectionindependenceHigh hardware integrationBetter graphicperformance & UXMobile appCONS
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose mobile web
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachChoose mobile web
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachAudiencedistributedover manyplatformsChoose mobile web
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachAudiencedistributedover manyplatformsUX focusedon contentconsumption& sharingChoose mobile web
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose mobile app
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformChoose mobile app
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformRequirecomplexfunctionality& hardwareintegrationChoose mobile app
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformRequirecomplexfunctionality& hardwareintegrationUX focusedgetting thingsdoneChoose mobile app
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertThe mobile web
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your mediumMobile is not necessarily “on the go”
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet use
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useat home
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLivingat home
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLiving Kitchenat home
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLiving Kitchen Bedat home
    • 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
    • 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?
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends on
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION GOAL
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION GOAL MOOD
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertCustomer
    • DILEMMASto do mobile SEO
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?Smartphone optimized? Tablet optimized?
    • 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?
    • 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?
    • 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?
    • MOBILESEO strategy tips
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectives
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertBranddriven
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertBranddrivenDirectresponsedriven
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhere are youtoday?
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile trafficCheck visitor mobile devices
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile trafficCheck organic mobile keywords & landing pages
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectivesDeliver the right user experience
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?experiences
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?experiencescontext
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhen looking at search behavior
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhen looking at search behavior
    • 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
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContent serving & design decisiontree
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOptions to developyour mobile site
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSource: Aleyda SolisOptions to developyour mobile site
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSource: Aleyda Solis1. 2.3.Options to developyour mobile site
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertproscons
    • 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
    • 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
    • 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
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSeperate mobile sitePROSEasier to implementAbility to differentiatemobile content & keywords
    • 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)
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertpromote in alltouchpoints
    • 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
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesshow you have a mobile version
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesshow you have a mobile version
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplessocial sharing (drives discovery)
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesdiscover on yoursmartphoneread later onyour tablet
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplescreate a Youtube video
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplespromote offline
    • 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
    • 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.
    • Measurement options
    • Responsive-RESS –single URLseperatemobile site– differentURLMobile appMeasurement options
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertReponsive – RESS single URLWatch out!
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertReponsive – RESS single URLWatch out!You might want to exclude tablets
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertResponsive – RESS single URL
    • 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?)
    • Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWRAP UP
    • 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
    • Thank you!