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.

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Search University 2013 - Tips for your mobile SEO strategy

  1. 1. In a multi-screen worldmobile search is on the riseTips foryour mobileSEO strategySpeaker: Tom MuyllaertMay 31st 2013
  2. 2. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom Muyllaert
  3. 3. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom MuyllaertDigital marketing consultant
  4. 4. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertHi ;-)I am Tom MuyllaertDigital marketing consultant
  5. 5. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLet’s connect ;)@tmuyllaerttmuyllaert@reference.bet:e:
  6. 6. MOBILEis definitely on the rise
  7. 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. 8. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertZoom in on some facts
  9. 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. 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. 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. 12. MOBILEin the consumer decision journey
  13. 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. 14. CHALLENGES
  15. 15. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your medium
  16. 16. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwebapp
  17. 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. 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. 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. 20. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSMobile app
  21. 21. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSInternet connectionindependenceHigh hardware integrationBetter graphicperformance & UXMobile app
  22. 22. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertPROSInternet connectionindependenceHigh hardware integrationBetter graphicperformance & UXMobile appCONS
  23. 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. 24. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose mobile web
  25. 25. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachChoose mobile web
  26. 26. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachAudiencedistributedover manyplatformsChoose mobile web
  27. 27. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertMaximumreachAudiencedistributedover manyplatformsUX focusedon contentconsumption& sharingChoose mobile web
  28. 28. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose mobile app
  29. 29. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformChoose mobile app
  30. 30. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformRequirecomplexfunctionality& hardwareintegrationChoose mobile app
  31. 31. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertAudiencefocused onspecificmobileplatformRequirecomplexfunctionality& hardwareintegrationUX focusedgetting thingsdoneChoose mobile app
  32. 32. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertThe mobile web
  33. 33. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertChoose your mediumMobile is not necessarily “on the go”
  34. 34. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet use
  35. 35. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useat home
  36. 36. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLivingat home
  37. 37. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLiving Kitchenat home
  38. 38. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert90% of tablet useLiving Kitchen Bedat home
  39. 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. 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. 41. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends on
  42. 42. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT
  43. 43. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION
  44. 44. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION GOAL
  45. 45. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContext depends onMOMENT LOCATION GOAL MOOD
  46. 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. 47. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertCustomer
  48. 48. DILEMMASto do mobile SEO
  49. 49. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOne URL or dedicated mobile URL?
  50. 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. 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. 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. 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. 54. MOBILESEO strategy tips
  55. 55. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectives
  56. 56. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertBranddriven
  57. 57. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertBranddrivenDirectresponsedriven
  58. 58. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhere are youtoday?
  59. 59. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  60. 60. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  61. 61. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  62. 62. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  63. 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. 64. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  65. 65. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile trafficCheck visitor mobile devices
  66. 66. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertLook at your current mobile traffic
  67. 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. 68. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertDefine your objectivesDeliver the right user experience
  69. 69. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?
  70. 70. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?experiences
  71. 71. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertwhat expectationsdo your customershave from mobile?experiencescontext
  72. 72. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhen looking at search behavior
  73. 73. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWhen looking at search behavior
  74. 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. 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. 76. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertContent serving & design decisiontree
  77. 77. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertOptions to developyour mobile site
  78. 78. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSource: Aleyda SolisOptions to developyour mobile site
  79. 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. 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. 81. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertproscons
  82. 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. 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. 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. 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. 86. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertSeperate mobile sitePROSEasier to implementAbility to differentiatemobile content & keywords
  87. 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. 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. 89. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
  90. 90. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertpromote in alltouchpoints
  91. 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. 92. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  93. 93. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  94. 94. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesshow you have a mobile version
  95. 95. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesshow you have a mobile version
  96. 96. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  97. 97. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  98. 98. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplessocial sharing (drives discovery)
  99. 99. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  100. 100. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  101. 101. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplesdiscover on yoursmartphoneread later onyour tablet
  102. 102. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  103. 103. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplescreate a Youtube video
  104. 104. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examples
  105. 105. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaertsome examplespromote offline
  106. 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. 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. 108. Measurement options
  109. 109. Responsive-RESS –single URLseperatemobile site– differentURLMobile appMeasurement options
  110. 110. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertReponsive – RESS single URLWatch out!
  111. 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. 112. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertResponsive – RESS single URL
  113. 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. 114. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom MuyllaertWRAP UP
  115. 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. 116. Thank you!

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