Being Found on Mobile!Mobile Search Strategies, Tips, and Tactics
Speaker Bio      Dan Ouellette,                             @DOuellet        Director of Product Management SEO/SEM –     ...
Mobile Search LandscapeCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED.                  DECEMBER 2, 2012 | PAGE 3
Today’s Mobile Search Landscape        Mobile statistics        • mobile searches have reportedly          increased 200% ...
Today’s Mobile Search Landscape                60% of consumers use mobile searches                before buying.         ...
Mobile Search Considerations        Why you need to focus on mobile search….         At The Open Mobile Summit - 3 Google...
Ways to Connect with Mobile      Audiences        • SMS (short message service/text) MMS (multimedia          message serv...
COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED.   DECEMBER 2, 2012 | PAGE 8
Approaches to Mobile              1          Domain Based Strategy              2          Responsive Web Design          ...
COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED.   DECEMBER 2, 2012 | PAGE 10
Approaches to Mobile                 Domain Based Strategies     1            •   www.brand.com                  •   m.bra...
Approaches to Mobile            Grass stainsCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED.   DECEMBER 2, 2012 | PAGE 12
Approaches to Mobile            Domain Based Strategies            Pros                                Cons            Eas...
Approaches to Mobile               Responsive Web Design    2             • Google recommends                  • Single HT...
Approaches to Mobile       Responsive Web Design       Reformatting desktop pages isn’t a mobile search solution.        P...
Approaches to Mobile            Device-specific HTML   3            • Dynamic Serving            • consumer experience wil...
So what’s my Mobile Search Approach?         Mirroring content on the site?         Highly customizable         Unique ...
Your Mobile Search Strategy           Discovery/                      KP      Content -   Amplify &             Insights  ...
Your Mobile Search Strategy                           Mobile Users are different         Disc              - What are you ...
Your Mobile Search Strategy         Disc.             Look at your internal analytics data                           - Wha...
Mobile KeywordsCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED.    DECEMBER 2, 2012 | PAGE 21
Keyword Selection                        Google Adwords Keyword Research Tool         KWsCOPYRIGHT 2012 CATALYST. ALL RIGH...
Keyword Selection                           Consider long tail keywords         KWs               -   Higher conversion ra...
Mobile Content & OptimizationCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED.   DECEMBER 2, 2012 | PAGE 24
Content & Optimization       Content           Accessible Content           No access, no relevance             Call-to-Ac...
Content & Optimization       Content      Page Load Time         Mobitest         GoMoMeter      HowToGoMo.comCOPYRIGHT 20...
Content       Content        Be Short        & Shareable  Limited real estate  Shorter titles & Meta                      ...
Content       Content                                                       KW centric                                    ...
Content       Content          Readability             &          Thumb Friendly         Smaller devices         “Tap Erro...
“This is the Switchboard”      Optimization                                      Avoid Duplicate Content and       Content...
Optimization                                      Personalize                                      titles/meta with city  ...
Content                               Websites that serve only mobile content can provide       Content                 Go...
Mobile Promotion & AmplificationCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED.   DECEMBER 2, 2012 | PAGE 33
Amplification                                 Announce your mobile site on your       Promotion                           ...
Amplification                                 Linking       Promotion                                 Ability to give a si...
Cross Channel Optimization & Promotion              Areas of opportunity                   Media Plan                   ...
What’s the Future?                                                  Personalization                                       ...
Being found on Mobile - Mobile SEO Findability
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Being found on Mobile - Mobile SEO Findability

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Presentation given at the VT Web Marketing Summit on being found on mobile using search engine optimization (SEO) tactics. Mobile approaches such as domain, sub-domain, and responsive design were covered.

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  • The What of Mobile Search
  • The What of Mobile Search
  • Mobile is not going awayHow do we leverage our own mobile sites or create a site that will draw mobile users….
  • Best PracticesFactors for mobile search
  • Being found on Mobile - Mobile SEO Findability

    1. 1. Being Found on Mobile!Mobile Search Strategies, Tips, and Tactics
    2. 2. Speaker Bio Dan Ouellette, @DOuellet Director of Product Management SEO/SEM – Catalyst Online 12 years of internet experience ranging from design & development to SEO and product management 8+ years of search marketing experience working small as well as Fortune 1000 businesses Regular contributor to industry blogs, featured author in Search Marketing Standard, webinar presentations, search trainingCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 2
    3. 3. Mobile Search LandscapeCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 3
    4. 4. Today’s Mobile Search Landscape Mobile statistics • mobile searches have reportedly increased 200% to date in 2012 • 25-percent of YouTube traffic and 40-percent of YouTube views now stem from mobile devices, a 300-percent increase in 2012COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 4
    5. 5. Today’s Mobile Search Landscape 60% of consumers use mobile searches before buying. Over 90% of mobile searches end in some type of action…visiting a business or purchasing, for example. mobile searches will make up 25% of all searches in the world this year.COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 5
    6. 6. Mobile Search Considerations Why you need to focus on mobile search….  At The Open Mobile Summit - 3 Google executives said that a majority of Googles users will access its services through mobile devices in 2013  % of mobile traffic to your site is growing  You continue to recognize the incredible trending growth of mobile devices and you want to be prepared  Mobile is and continues to be a disruptive platformCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 6
    7. 7. Ways to Connect with Mobile Audiences • SMS (short message service/text) MMS (multimedia message service) • Email • Social Media • Mobile Apps • Mobile Websites (search)COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 7
    8. 8. COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 8
    9. 9. Approaches to Mobile 1 Domain Based Strategy 2 Responsive Web Design 3 Dynamic ServingCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 9
    10. 10. COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 10
    11. 11. Approaches to Mobile Domain Based Strategies 1 • www.brand.com • m.brand.com • www.brand/mobile.com • www.brand.mobi Why? • If you’re attracting an audience for a unique mobile experience make sure you deliver! • Different screen • Different browser • Got there via different search behavior You’re trying to attract mobile users not desktop usersCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 11
    12. 12. Approaches to Mobile Grass stainsCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 12
    13. 13. Approaches to Mobile Domain Based Strategies Pros Cons Easier Implementation Costs of Maintenance Unique Mobile Content Duplicate Content? Better mobile experience Site popularityCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 13
    14. 14. Approaches to Mobile Responsive Web Design 2 • Google recommends • Single HTML code irrespective of the mobile device accessing it, however, formatted using CSS. • Device agnostic. Advantages of the responsive design approach: • 1 URL for search engines • More efficient crawling of content • Might attract more general audienceCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 14
    15. 15. Approaches to Mobile Responsive Web Design Reformatting desktop pages isn’t a mobile search solution. Pros Cons 1 URL, no content duplication Possible redesign Less expensive for maintentance Same content, not unique Popularity of site is a non-issue Mobile focus isn’t there No redirects neededCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 15
    16. 16. Approaches to Mobile Device-specific HTML 3 • Dynamic Serving • consumer experience will be better with different HTML depending on the device type, you can use the same URL to dynamically serve different HTML/CSS based on the user agent or device profile. • Vary HTTP header. Pros Cons 1 URL, no content duplication Complexities w/implementation Less expensive for maintentance Costs for maintenance Different content No redirects neededCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 16
    17. 17. So what’s my Mobile Search Approach?  Mirroring content on the site?  Highly customizable  Unique mobile experience?  Business Objectives  Target market/audience  How are you trying to engage a mobile user?COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 17
    18. 18. Your Mobile Search Strategy Discovery/ KP Content - Amplify & Insights Strategy Optimize PromoteCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 18
    19. 19. Your Mobile Search Strategy Mobile Users are different Disc - What are you user needs How is mobile being used for your business - What tasks do you want them to accomplish on the mobile site? - What is the time & place where they might need your mobile site? i.e. Staples What are the mobile site goals? - expand your reach and engage an audience through multiple channels - Reviews – Amazon to Yelp - Revenue target - Brand or product awarenesCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 19
    20. 20. Your Mobile Search Strategy Disc. Look at your internal analytics data - What devices are they using - What keywords are driving mobile visitorsCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 20
    21. 21. Mobile KeywordsCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 21
    22. 22. Keyword Selection Google Adwords Keyword Research Tool KWsCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 22
    23. 23. Keyword Selection Consider long tail keywords KWs - Higher conversion rates - Lower bounce rates Compare mobile vs. desktop keyword terms - Who owns the content? - How will I promote it? Stay away from highly competitive terms - Little chance of winning unless = authority/expert - Check out the Google results pages How do the terms integrate into other channels?COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 23
    24. 24. Mobile Content & OptimizationCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 24
    25. 25. Content & Optimization Content Accessible Content No access, no relevance Call-to-Action! Decrease bounce rate Increase time on siteCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 25
    26. 26. Content & Optimization Content Page Load Time Mobitest GoMoMeter HowToGoMo.comCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 26
    27. 27. Content Content Be Short & Shareable Limited real estate Shorter titles & Meta “Razor” - Keyword centric focused keyword termCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 27
    28. 28. Content Content KW centric image naming & Image Naming ALT tags & ALT Add relevance Gillette-proglide- - Keyword centric power-razor.jpg - Bandwidth preservation Gillette Proglide Power Razor for MenCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 28
    29. 29. Content Content Readability & Thumb Friendly Smaller devices “Tap Errors”COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 29
    30. 30. “This is the Switchboard” Optimization Avoid Duplicate Content and Content use “Switchboard Tags” Be Canonical Desktop <link rel=”alternate” media=”only screen and (max- Single source width: 640px)” href=”http://m.example.com/page-1″ of content > Mobile <link rel=”canonical” href=”http://www.example.com/page-1″ >COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 30
    31. 31. Optimization Personalize titles/meta with city Content or metro area names List a nearby locations Localize Populate location Geo-targeting page with: Your mobile • zip, city, state Landing pages • Services/products • Unbranded KW • MapCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 31
    32. 32. Content Websites that serve only mobile content can provide Content Google with an XML sitemap. Non-mobile URLs should not be included. Mobile SitemapCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 32
    33. 33. Mobile Promotion & AmplificationCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 33
    34. 34. Amplification Announce your mobile site on your Promotion desktop site Optimize your desktop site! Mobile site may outrank desktop site Blog about it (is it a unique mobile offer, etc.. Ability to sign in via social networks Social sharing on your mobile site Mobile coupons (local intent) Media Plan Email Marketing Integration!COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 34
    35. 35. Amplification Linking Promotion Ability to give a site authority via “vote” Desktop vs. Mobile  Responsive & Dynamic = yes!  Domain based = depends - Clear segmentation of desktop vs. mobile content - Effort could be doubledCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 35
    36. 36. Cross Channel Optimization & Promotion Areas of opportunity  Media Plan  Content Calendar  Paid Campaign  Display Ads  Social Media  Twitter  Facebook  Forums  Guest Blogging  Local Search/maps  AppsCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 36
    37. 37. What’s the Future? Personalization Social & Mobile DisruptiveCOPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. DECEMBER 2, 2012 | PAGE 37
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