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Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013

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Inbound Marketing in a Multi-Device World. Presentation given at KahenaCon 2013 in Jerusalem, Israel: http://www.kahenadigital.com/kahenacon/

Inbound Marketing in a Multi-Device World. Presentation given at KahenaCon 2013 in Jerusalem, Israel: http://www.kahenadigital.com/kahenacon/

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  • 1. ALEYDA SOLIS AT KAHENACON IN JERUSALEM, 2013Inbound Marketingin aMulti-Device World
  • 2. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONShalomINTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETERINTERNATIONAL SEO AT SEER INTERACTIVEAlso an SEOmoz Associate & State of Search BloggerContact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.comI’m Aleyda Solis
  • 3. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONWelcome to Reality. We live in a Multi-Device World.
  • 4. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONDriven by Cross-Platform Conversions
  • 5. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONDriven by Cross-Platform Conversionshttp://bit.ly/gmultideviceconversions
  • 6. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONWith even stronger potential
  • 7. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONWith even stronger potentialhttp://bit.ly/emarketermobile
  • 8. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON... but your search strategy needs a make-over
  • 9. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONLet’s See Why...
  • 10. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONStill No Mobile Presence
  • 11. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONNo Mobile User FriendlyStill No Mobile Presence
  • 12. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONNon-Optimized Mobile Web
  • 13. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONNo Mobile User FriendlyNon-Optimized Mobile Web
  • 14. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONNo Cross-Platform Optimization
  • 15. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONDoesn’t incentivize your Desktop Users to Download your App!No Cross-Platform Optimization
  • 16. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONIntrusive Multi Platform Promotion
  • 17. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONNo Mobile User FriendlyIntrusive Multi Platform Promotion
  • 18. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONStart Thinking Inbound
  • 19. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON...for a Multi-Device Presence
  • 20. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON1. Select your Platform
  • 21. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON1. Select your Platform: Mobile Web* Audience distributed in many devices* No complex integration needed* Fewer resources & time for development* Maximum Web content reach required
  • 22. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON1. Select your Platform: Mobile App* Audience focused in specific platforms* Complex integration & functionality needed* Enough resources & time for development* Content Web distribution is not key
  • 23. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search OptimizationFor Websites
  • 24. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebChoose a Mobile Web setting according to your Characteristics
  • 25. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: Web
  • 26. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebGENERAL MOBILE SEO BEST PRACTICESRESPONSIVE WEBSEO GOOD PRACTICESDYNAMIC SERVINGSEO GOOD PRACTICESPARALLEL MOBILE WEBSEO GOOD PRACTICEShttp://www.seomoz.org/blog/mobile-seo-process
  • 27. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebReorganize your content to be correctly displayed in the devices
  • 28. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebReorganize your content to be correctly displayed in the devices
  • 29. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebReorganize your content to be correctly displayed in the devicesCheckhttp://www.nngroup.com/reports/mobile-website-and-application-usability/
  • 30. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebOptimize your Mobile Pages Relevance
  • 31. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebEnhance your pages visibility w/ structured markup & Google+ Presence
  • 32. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebEnhance your pages visibility w/ structured markup & Google+ PresenceGo to http://www.google.com/+/business/ &http://bit.ly/GRichSnippets
  • 33. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebMake your Mobile site fast
  • 34. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebMake your Mobile site fastUse https://developers.google.com/speed/pagespeed/insights
  • 35. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: WebServe the right Web version according to the deviceYou should use:* CSS media-queries with responsive Web* User agent detection with dynamic serving* User agent detection and redirects with a parallel mobile site
  • 36. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search OptimizationFor Apps
  • 37. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppCreate and optimize landing pages for your Apps in your Site
  • 38. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppFeature Testimonials, Reviews, Incentivize Downloads
  • 39. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppIntegrate your social presence in your app landing page
  • 40. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppMore Search Results Visibility with Google+ Sign In with Apps
  • 41. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppImprove your App Store Search App Presence Relevance & Popularity* Relevance:* App name* Description* Keywords* Popularity:* Download Rate* Install Base* Ratings* Comments* External Review Sites
  • 42. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppGamify your Mobile Experience: Enhance Loyalty and Generate UGC
  • 43. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppPromote your app in relevant app communities and blogs
  • 44. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppFollow-up with the specific “Applications” search feature in Google
  • 45. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON2. Multi-device search Optimization: AppResearch your App category competition w/ App Annie & Searchman
  • 46. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON3. Cross-Promote between your presence
  • 47. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON3. Cross-Promote between your presenceRefer between your multi-device presence non-intrusively
  • 48. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON3. Cross-Promote between your presenceCreate multi-device awareness in the different channels
  • 49. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON4. Measure to Improve your Multi-Device Presence
  • 50. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONCheck Visits and Conversions per device, keyword, pages of your Web4. Measure to Improve your Multi-Device Presence
  • 51. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONUse Google Analytics SDK to track your app users and revenue4. Measure to Improve your Multi-Device Presence
  • 52. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONUse Google Analytics SDK to track your app users and revenue4. Measure to Improve your Multi-Device PresenceCheck:http://bit.ly/mobiletrackingga
  • 53. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON4. Measure to Improve your Multi-Device PresenceCheck your Google Analytics Web campaigns tagging referrers w/ useragent switchers and Google Analytics Debugger
  • 54. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONCheck your Google Analytics Web campaigns tagging referrers w/ useragent switchers and Google Analytics Debugger4. Measure to Improve your Multi-Device PresenceFor Firefox:http://bit.ly/uaswitcherfirefoxhttp://bit.ly/gadebuggerfirefox
  • 55. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONCheck your Google Analytics Web campaigns tagging referrers w/ useragent switchers and Google Analytics Debugger4. Measure to Improve your Multi-Device PresenceFor Chrome:http://bit.ly/uaswitcherchromehttp://bit.ly/gadebuggerchrome
  • 56. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONCheck your Google Analytics App campaigns tagging w/ a proxy to checkHTTP requests made from Apps installed on your Mobile4. Measure to Improve your Multi-Device Presence
  • 57. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONCheck your Google Analytics App campaigns tagging w/ a proxy to checkHTTP requests made from Apps installed on your Mobile4. Measure to Improve your Multi-Device Presencehttp://www.charlesproxy.com/
  • 58. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONEvolve your Inbound Marketing... to think MultideviceSelect your PlatformWeb Apps2.3. Cross- PromoteOptimize for4.1.Web AppsMeasure your
  • 59. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACONThere’s NO excuse. The future is Multi-Device.
  • 60. GOT QUESTIONS?Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.comToda RabaContact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.comINBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON