Smx west multiplatform search behavior meunier

MOBILE SEARCH BEHAVIOR: IMPLICATIONS FOR MARKETERS
Multiplatform Search Behavior, SMX West, March 9, 2011
Bryson Meunier
Associate Director, Content Solutions
Resolution Media
@brysonmeunier

We Deliver Digital Solutions For The World’s Top Brands

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Questions for Marketers
Who is the mobile searcher and how does she act?
Does the behavior differ from that of desktop searchers?
Do I need to alter my marketing plan to account for this new behavior?

Agenda
Brief History of Mobile Search
Research Highlights
New Insights into Mobile Search Behavior
Future Considerations
Best Practices for Marketers
Free Mobile Keyword List with Volume

Brief History of Mobile Search WAP search 2001 Smartphone and Tablet Search 2005-present Future: Augmented Humanity Contextual Discovery

Research Highlights

Research Highlights
Entertainment Top Category
Mobile users task-oriented
Information needs related to trivia and location
Categories Similar Across Desktop and Smartphone
Good Abandonment Rates in Mobile Search

New Insights into Mobile Search Behavior

Brand Considerations
Mobile searchers twice as likely to search for your brand name than when searching from the desktop.
Navigational searches likely in mobile
Source: Covario data: http://searchengineland.com/the-mobile-web-is-finally-here-are-you-ready-39683

Top 25 Google Mobile Keywords Source: Google Keyword Tool data for 34k mobile queries, March 2011

Engagement
Higher mobile (smartphone) volume on weekends
Many mobile searchers search when away from PC, not in lieu of searching on PC
Source: http://blog.efrontier.com/insights/2011/03/mobile-search-user-behavior-is-changing-rapidly-and-marketing-opportunities-abound-.html http://blog.performics.com/search/2010/12/was-2010-the-year-for-mobile-search.html

Engagement
Organic CTR often much higher than desktop
Brand-loyal CTR for relevant category more than 5x higher than desktop
Brand-agnostic CTR almost 10x higher
Source: Google Webmaster Tools data

Organic Engagement with Smartphone Search Results Smartphone CTR by position Desktop click distribution Source: http://www.prweb.com/releases/2010/06/prweb4184374.htm , Smartphone CTR per position for 26k keywords over 6 domains in different industries for 30 days

Higher Conversion Rates With Mobile Content
Conversion rates are typically low when mobile searchers are given desktop content
Providing mobile-formatted or mobile-specific content to mobile users can increase conversion rates by 75%
Source: http://www.findresolution.com/2009/02/whats-next-for-paid-search.html http://blogs.omniture.com/2010/04/01/do-mobile-optimized-experiences-improve-engagement-on-super-phones-and-tablets-like-the-ipad/

Voice Search
Queries more local in nature and represent an immediate need
Queries generally longer, between 5-6 words
7% of iPhone queries spoken vs 25% of Android queries
Source: http://internet2go.net/news/data-and-forecasts/google-voice-search-7-iphone-25-android http://www.maryamgarrett.com/Interspeech_v4.pdf

Gesture Search Source: http://research.google.com/pubs/pub36911.html

App Store Search
App Keywords can differ dramatically from mobile search keywords
Most people search by app function rather than app name
People search for apps most at night and on weekends
Source: http://www.getjar.com/site/top-search-queries/ http://chomp.com/etc/chomp-charts/jan-2011

Smartphone Searcher Personas Source: Mobile site audit based on client data including 2609 smartphone queries

Future Considerations
Mobile Visual Search
Tablet vs Mobile vs Desktop
Augmented Humanity/Contextual Discovery

Best Practices for Marketers
Build mobile user experiences with mobile keywords
Bid on brand terms for mobile search
Build out phonetic paid search campaigns for key terms for voice search
Understand how good abandonment affects your campaigns
Optimize images for Google Image Search
Optimize apps for app-specific queries
Encourage mobile user to bookmark site
Understand your mobile user with searcher personas based on data
Test and learn

THANK YOU! Use QR code reader like Google Goggles for a copy of this presentation and full list of top Google mobile keywords

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