Optimizing Your Site for Mobile Search


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In this session, we explore how to optimize a site for mobile search.

Part 1: Mobile Search Opportunities
- The ROI of SEO
- Consumers & Their Mobiles
- Mobile Search Trends

Part 2: Optimizing for Mobile Search
- SEO Basics
- Local SEO
- Mobile SEO Basic (Code, Content, and Design)
- Mobile Site Tips (Plugins and Hacks)
Mobile SEO Checklist

Published in: Technology, Design

Optimizing Your Site for Mobile Search

  1. 1. Mobile Camp Montreal <ul><li>Optimizing for Mobile Search </li></ul>
  2. 2. Mobile SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>CT Moore </li></ul><ul><li>Strategist / Acct. Mngr. with @NVI </li></ul><ul><li>Mobile Biped @GypsyBandito </li></ul><ul><li>Android User </li></ul><ul><li>Search Marketer Since 2005 </li></ul>
  3. 3. Mobile Search Trends <ul><li>Mobile Camp Montreal </li></ul><ul><li>Increased 500% from 2008-2010 </li></ul><ul><li>Grew 50% in the first half of 2010 </li></ul><ul><li>From Q4 2009 to Q4 2010: </li></ul><ul><ul><li>Android searches grew 10-fold </li></ul></ul><ul><ul><li>Worldwide searches grew 230% </li></ul></ul><ul><li>10-15% of al search traffic is mobile </li></ul><ul><li>Source: Google </li></ul>
  4. 4. Mobile Search Trends <ul><li>Mobile Camp Montreal </li></ul>
  5. 5. Mobile Search Trends <ul><li>Mobile Camp Montreal </li></ul>Source: Performics, 2011
  6. 6. Mobile Search Trends <ul><li>Mobile Camp Montreal </li></ul>Source: Performics, 2011
  7. 7. Mobile Search Trends <ul><li>Mobile Camp Montreal </li></ul>32% Search More by Phone than by Computer Source: Performics, 2011
  8. 8. Mobile Search Trends <ul><li>Mobile Camp Montreal </li></ul>Nearly Half of Mobile Users Search 20+ Times/Month Source: Performics, 2011
  9. 9. Smartphone Search Trends <ul><li>Mobile Camp Montreal </li></ul>Source: Performics, 2011
  10. 10. Smartphone Search Trends <ul><li>Mobile Camp Montreal </li></ul><ul><li>77% of users visit search engines the most </li></ul><ul><li>74% made a purchase based on smartphone search </li></ul><ul><ul><li>76% in store </li></ul></ul><ul><ul><li>59% from PCs </li></ul></ul><ul><ul><li>35% from phone </li></ul></ul><ul><li>95% looked for local info and 88% took action w/in a day </li></ul><ul><li>9/10 searches result in an action </li></ul><ul><ul><li>24% of users recommend brand/product </li></ul></ul><ul><ul><li>77% have contacted a business (61% call, 59% visit) </li></ul></ul><ul><li>79% of top advertisers don ’ t have mobile optimized website </li></ul><ul><li>Source: Google, 2011 </li></ul>
  11. 11. Mobile SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Agenda </li></ul><ul><li>SEO Basics </li></ul><ul><ul><li>Onsite vs Offsite </li></ul></ul><ul><li>Local SEO </li></ul><ul><ul><li>Geo-Targeting Users </li></ul></ul><ul><li>Mobile SEO </li></ul><ul><ul><li>Optimizing for Devices </li></ul></ul>
  12. 12. SEO “101” <ul><li>Mobile Camp Montreal </li></ul><ul><li>Removing any hurdle to the crawlers is key for a perfect indexation </li></ul><ul><li>Map your site architecture in accordance with semantic verticals to reach ideal relevancy </li></ul><ul><li>Balance the q uantity, quality, aging & regularity of your linkgraph to maximize popularity </li></ul>INDEXATION + RELEVANCY + POPULARITY
  13. 13. keyword research <ul><li>Mobile Camp Montreal </li></ul><ul><li>A relevant selection of the best combinations of keywords for your site and industry </li></ul><ul><li>With search volume data provided by Google Keyword tool and other tools </li></ul><ul><li>List of best keywords associated with themes and sections/sub-sections/pages of your pages </li></ul><ul><li>Full list of keywords with search volume data, separated by themes </li></ul><ul><li>A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages </li></ul>What Why <ul><li>To understand where your site traffic to your web site </li></ul><ul><li>To understand which keywords have best search volume & conversion potential </li></ul>How Deliverables
  14. 14. keyword research <ul><li>Mobile Camp Montreal </li></ul><ul><li>Google Adwords Keyword Tool </li></ul><ul><li>Competition </li></ul><ul><li>Global Search Volume </li></ul><ul><li>Local Search Volume </li></ul><ul><li>Average CPC </li></ul>
  15. 15. OnSITE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>The 3 Basics </li></ul><ul><li>Page Titles </li></ul><ul><li>Meta Descriptions </li></ul><ul><li>Copy & Content </li></ul>
  16. 16. OnSITE SEO <ul><li>Mobile Camp Montreal </li></ul>Page Titles – 65 Characters
  17. 17. OnSITE SEO <ul><li>Mobile Camp Montreal </li></ul>Meta Descriptions – 150 Characters
  18. 18. OnSITE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Page Copy / Content </li></ul><ul><li>Unique Content </li></ul><ul><li>250 words min (suggested) </li></ul><ul><li>Headers (H1, H2, H3 tags) </li></ul><ul><li>Bullet Lists </li></ul><ul><li>2-5% Keyword Density </li></ul>
  19. 19. OFFSITE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>On an ongoing basis, building authority and popularity to the site </li></ul><ul><li>Leveling powerful links of major competitors </li></ul><ul><li>Bartering with well ranked industry niche sites </li></ul><ul><li>Links from existing partners </li></ul><ul><li>Compensation-driven links from blogs & niche websites </li></ul><ul><li>Free / Paid useful Directories & Forums links </li></ul><ul><li>Links from the NVI network of corporate & blog sites </li></ul><ul><li>Widget deployment </li></ul><ul><li>Social News Optimization of content </li></ul><ul><li>Link acquisition report </li></ul><ul><li>Rankings report </li></ul><ul><li>Traffic report </li></ul>What Why <ul><li>to increase keyword ranking results </li></ul>How Deliverables
  20. 20. OFFSITE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>SEO Off-site represents 66% of the Search Ranking Factors </li></ul>Source : SEOmoz Search Ranking Factors 2009
  21. 21. LOCAL SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Reminder … </li></ul><ul><li>95% looked for local info </li></ul><ul><li>88% took action w/in a day </li></ul><ul><li>Source: Google, 2011 </li></ul>
  22. 22. LOCAL SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Overview </li></ul><ul><li>The 7-Pack </li></ul><ul><li>Onsite Optimization </li></ul><ul><li>Local Listings </li></ul><ul><li>Reviews </li></ul>
  23. 23. LOCAL SEO <ul><li>Mobile Camp Montreal </li></ul>The 7-Pack
  24. 24. LOCAL SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Onsite Optimization </li></ul><ul><li>Page Titles </li></ul><ul><li>Meta Descriptions </li></ul><ul><li>Content / Copy </li></ul><ul><li>Contact Info </li></ul><ul><li>Micro Formats </li></ul>
  25. 25. LOCAL SEO – MICRO FORMATS <ul><li>Mobile Camp Montreal </li></ul>
  26. 26. LOCAL SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Local Listings </li></ul><ul><li>Google Business Listings </li></ul><ul><li>YellowPages.ca </li></ul><ul><li>Yelp </li></ul><ul><li>Contact Consistency </li></ul><ul><li>Reviews </li></ul><ul><ul><li>User Names </li></ul></ul><ul><ul><li>IP Addresses </li></ul></ul>
  27. 27. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul>
  28. 28. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Overview </li></ul><ul><li>Basics of Mobile Optimization </li></ul><ul><li>Transcoding & Conversions </li></ul><ul><li>Mobile Checklist </li></ul><ul><li>Free Tools </li></ul>
  29. 29. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul>
  30. 30. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Transcoding for Mobile </li></ul><ul><li>When there is no mobile version … </li></ul><ul><li>Depends on Device </li></ul><ul><li>Normal Search Result </li></ul><ul><li>Scraped Version of Page </li></ul><ul><li>Temporary URL </li></ul><ul><li>on Subdomain of Search Engine </li></ul><ul><li>http://www.google.com/gwt/n </li></ul>
  31. 31. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul>
  32. 32. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Avoiding Transcoding </li></ul><ul><li>Prepare Mobile Version </li></ul><ul><ul><li>XHTML Basic </li></ul></ul><ul><ul><li>XHTML Mobile </li></ul></ul><ul><ul><li>Mobile CSS </li></ul></ul><ul><li>Detect User Agent </li></ul>
  33. 33. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Why Avoid Transcoding </li></ul><ul><li>Mobile SERP Icon </li></ul><ul><li>More Visits / Higher CTR </li></ul><ul><li>User Experience </li></ul><ul><li>Conversions </li></ul><ul><li>Tracking / Analytics </li></ul>
  34. 34. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Checklist </li></ul><ul><li>SEO Basics ( Conventional & Local ) </li></ul><ul><li>Create Mobile CSS ( handheld.css ) </li></ul><ul><li>Plan for the iPhone ( iphone.css ) </li></ul><ul><li>Mobile Sitemap ( Google Webmaster Tools ) </li></ul><ul><li>Clean Code ( JavaScript, images, etc … ) </li></ul>
  35. 35. MOBILE SEO <ul><li>Mobile Camp Montreal </li></ul><ul><li>Free Tools </li></ul><ul><li>Google Adwords Tool </li></ul><ul><li>Web Design Tools </li></ul><ul><ul><li>Web Developer Extension for Firefox </li></ul></ul><ul><ul><li>iPhoney </li></ul></ul><ul><ul><li>Opera Mini Simulator </li></ul></ul><ul><li>Wordpress </li></ul><ul><ul><li>WPtouch </li></ul></ul><ul><ul><li>Onswipe </li></ul></ul>
  36. 36. CONTACT COORDINATES <ul><li>OUTRO </li></ul><ul><li>Questions? Drop Me a Line... </li></ul><ul><li>Email: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Site: NVIsolutions.com </li></ul><ul><ul><li>Blog (EN): NVIsolutions.com/BLOG </li></ul></ul><ul><ul><li>Blog (FR): Go-Referencement.org </li></ul></ul><ul><li>Twitter: @nvi – @gypsybandito </li></ul>
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