Search University 2013 - Tips for your mobile SEO strategy

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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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  • 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!