Mobile Search Strategy

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Find out how to build a relevant mobile strategy, optimize your mobile platforms and drive local and mobile traffic.

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  • Image source: http://www.businessinsider.com/mobile-will-eclipse-desktop-by-2014-2012-6
  • Device and contextHard to define exactly, but has distinct characteristicsMobile search is as much about the person and their state as it is about the device they’re onImage source: http://www.loldig.com/need-a-laptop-close-enough/
  • Context: consumer is using a mobile device instead of a desktop for a reasonDevice: consumer is limited by, or is able to leverage, device-specific features – i.e. small screen, GPSAction vs. ResearchGoals vs. ExplorationEverything else is the sameImage source: http://www.theepochtimes.com/n2/united-states/smartphones-shift-conventional-walking-patterns-145166.html
  • At home convenience (faster and easier than starting up a computer)On-the-go mobilityIn-store product and price research and comparisonAt-work personal privacy
  • People tend to search for different things on mobile devicesdepending on their context
  • Traditional SEO typically targets visitors in early stages: Product discovery Define buying criteria Research and comparisonMobile SEO typically targets visitors in later stages. Closer to taking an ACTION.
  • Reference: http://moz.com/blog/from-keywords-to-contexts-the-new-query-model
  • Despite the rise of mobile, many businesses continue to neglect basic user experience and search optimization for mobile users.
  • Despite the rise of mobile, many businesses continue to neglect basic user experience and search optimization for mobile users.
  • Audit customer search experience for top keywords to identify weaknesses and opportunities.
  • Audit customer search experience for top keywords to identify weaknesses and opportunities.
  • AdvantagesSame content across devicesSingle URL per pageGoogle has indicated this as their preferred optionDisdvantagesCan’t optimize content for mobile devicesSlower performanceCan’t optimize navigation for mobile devices
  • AdvantagesEasier to make changes to separate versionsFaster load timeCan optimize content and navigation for mobile usersDisdvantagesMultiple URLs for separate versions of same contentDifferent user experience across devicesDemands a more complex content strategyMore complex technical SEO challenges
  • AdvantagesCleaner, more streamlined codeFaster load timeCan optimize content and navigation for mobile usersDisdvantagesDemands greater server resourcesRequires device detection to work
  • Searchersexpect the business to be close by, and wantaddress and contact info
  • Traditional SEO and Mobile SEO tactics for offsite are the same, except that Google+ local is more strategically significant in mobile.
  • https://www.whitespark.ca/local-citation-finder/
  • http://www.kaushik.net/avinash/excellent-analytics-tip-13-measure-macro-and-micro-conversions/“micro conversions. . .1. Registrations on the site.2. People / Members publishing photos (core for growth).3. (I think, my Spanish is bad!) People who sign up for premium content.4. (I think) People who sign up for newsletters / announcements (good for future customers). »A quick note: Your micro conversions don't have to lead up to the macro conversion----------Micro Conversions for A SUPPORT WEBSITE:1. "Call Avoidance": Number of Visitors who see the Phone Number page (hypothesis: all other things being equal if the site is good this number goes down over time).2. Content Consumption: Visits over time to each technical support core area (maybe different products or types of problems etc).3. Tickets Opened: # of technical supports tickets opened on the website (and over time compared to those opened over the phone).4. Sales: Revenue from referrals from the tech support site to the ecommerce site (sometimes the best solution to fix a problem is to buy the latest version of the product, or a upgrade!).5. Net Promoters ("Likelihood to Recommend"): The % of people (or a indexed representation) who will recommend the company products after a experience on the tech support site.
  • Macro conversions are key to measuring bottom-line success – these are more or less the same for mobile or desktop. The customer will typically have many touch points with you through their journey, called micro-conversions, and some of these will be unique or more present from the mobile context. Identifying and tracking these kinds of mobile micro-conversions are an important way to optimize the experience and reduce journey abandonment.
  • Mobile Search Strategy

    1. 1. Building a Mobile Search Optimization Plan October 2013
    2. 2. MEET YOUR PRESENTER Maxime Gaudreau, Eng. VP, Innovation & Digital Performance maxime.gaudreau@iprospect.com Innovation at iProspect: • • • • • Services Portfolio Development Practice Leadership Program New Opportunity Consulting Organizational Change Tools & Technologies
    3. 3. MOBILE ADOPTION
    4. 4. WHAT IS MOBILE?
    5. 5. HOW IS MOBILE DIFFERENT? CONTEXT DEVICE
    6. 6. MOBILE SEARCH OPTIMIZATION PLANNING • Context • Intent • Owned • Rented 1. Analyze 4.Measure • KPIs • Tracking 2. Build 3.Promote • Paid Media • Organic
    7. 7. 1. Analyze Analyze Build Measure Promote Mobile Search in the Customer Journey
    8. 8. WHY DO CONSUMERS SEARCH ON MOBILE DEVICES? Speed & Convenience Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html
    9. 9. MOBILES SEARCHES VARY BY CONTEXT Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html
    10. 10. In mobile search Context is King
    11. 11. Relationships (who & what) Intent (why) Time (when) Types of Context Sentiment (why) Role (who) Location (where) Processes (how) © 2012 R Wang & Insider Associates, LLC.
    12. 12. SEARCH MARKETING IN THE CUSTOMER JOURNEY Traditional vs. Mobile First interaction Awareness Last interaction Consideration Intent Decision Mobile Traditional
    13. 13. CONTEXT IN SEARCH QUERIES “flights to boston” Explicit aspect of query + “iPhone user, Montreal” Implicit aspect of query = “I intend to find an iPhone-friendly website to shop for flights from Montreal to Boston”
    14. 14. IMPLICIT INTENT IS GROWING
    15. 15. Takeaway #1: Analyze Perform analysis of your customer journey to build assumptions around your mobile audience needs and context. Action Items: 1. Understand the mobile nature of your business 2. Develop mobile use cases for your online personas 3. Perform mobile keyword research and intent analysis
    16. 16. 2. Build Analyze Build Measure Promote Mobile Web Media Optimization
    17. 17. OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE “While many mobile sites were designed with mobile viewing in mind, they weren’t designed to be search friendly.” — Google Search Engine Optimization Starter Guide, 2010
    18. 18. OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE “To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.” — Google, June 11th 2013
    19. 19. THE CUSTOMER SEARCH EXPERIENCE The full site is ranking, no redirect to mobile Not a mobile page!
    20. 20. THE CUSTOMER SEARCH EXPERIENCE The mobile version should be ranking instead.
    21. 21. OPTIONS FOR MOBILE SITE Responsive Dedicated Mobile RESS (Responsive Design + Server Side)
    22. 22. OPTIONS FOR MOBILE SITE: Responsive Layout Starbucks Responsive design is Google’s preferred option Source: http://sixrevisions.com/mobile/methods-mobile-websites/
    23. 23. OPTIONS FOR MOBILE SITE: Dedicated Mobile Walmart Amazon Source: http://sixrevisions.com/mobile/methods-mobile-websites/
    24. 24. OPTIONS FOR MOBILE: Responsive Design + Server Side eHow Slideshare Source: http://sixrevisions.com/mobile/methods-mobile-websites/
    25. 25. ON-SITE CONSIDERATIONS THAT CAN AFFECT MOBILE RANKINGS Common Mistakes: • • • • • • Faulty redirects Unplayable video App download interstitials Irrelevant cross-linking Slow page speed Smartphone-only 404
    26. 26. LOCAL SEARCH & MOBILE DEVICES Significant percentage of queries are by searchers looking for local information. Source: http://chitika.com/insights/2012/
    27. 27. MOBILE SEARCHERS NEEDS & EXPECTATIONS Source : http://www.telmetrics.com/xadtelmetrics-mobile-path-to-purchase-study/
    28. 28. LOCAL PRESENCE OPTIMIZATION: GOOGLE+ PAGE Query: “sports store” from iProspect office, iPhone Top ranking result has close location and strong associated Google+ page: https://plus.google.com/115615218594 564506930/posts?hl=en
    29. 29. Takeaway #2: Build Optimize your web media for mobile devices and customer experience. Action Items: 1. Perform mobile searcher & website user experience audit 2. Perform mobile SEO audit 3. Build a mobile website with a great user experience 4. Optimize Google+ pages
    30. 30. 3. Promote Analyze Build Measure Promote Gaining visibility in mobile search
    31. 31. Mobile Offsite SEO Tactics = Traditional Offsite SEO Tactics + Local Presence
    32. 32. OPTIMIZING LOCAL VISIBILITY Reviews (native & 3rd party) Google+ Social Signals (+1’s & shares) Citations (accurate & consistent, structured & unstructured)
    33. 33. MOBILE & PPC • Location Bid Adjustments: Increase bids based on particular towns or business areas • Location Extensions with mobile strategy: allocate specific location extensions to your ad
    34. 34. MOBILE & PPC • Call Extensions: Use click-to-call extensions to let customers contact your business directly via their phones through mobile search ads
    35. 35. MOBILE & PPC • Mobile Ad Sitelinks : Specify pages that mobile users might be looking, for such as “Store Finder” or “Sales”
    36. 36. MOBILE & PPC • Apps Extensions : Drive downloads of your mobile app on the Google search page
    37. 37. Takeaway #3: Promote Promote your mobile presence through paid and organic search channels. Action Items: • Acquire links – traditional SEO • Perform Google+ local offsite optimization • Improve paid search ad targeting for mobile users and devices
    38. 38. Measure Analyze Build Measure Promote Tracking Mobile Search Success
    39. 39. MOBILE KPIS: MICRO CONVERSIONS • Looking at mobile customer-tobusiness touch points • Click-to-call • Directions (map) • Versions switching (between mobile and full) • Store locator (on mobile devices)
    40. 40. Takeaway #4: Measure Establish performance KPIs for mobile and set up appropriate tracking. Action Items: 1. Identify KPIs based on key customer touch points 2. Track and measure KPIs
    41. 41. MOBILE SEO ACTION PLAN 1. Analyze Understand the mobile nature of your business 2. Build Perform mobile searcher & website user experience audit Develop mobile use Perform mobile SEO cases for your online audit personas Perform mobile keyword research and intent analysis Build a mobile website with a great user experience Optimize Google+ pages 3. Promote 4. Measure Acquire links – traditional SEO Identify KPIs based on key customer touch points Perform Google+ local offsite Track and measure KPIs Improve paid search ad targeting for mobile users and devices
    42. 42. Q&A

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