Mobilizing Performance for Search -- SXSW 2011

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By 2012, more than 20 percent of all search queries will come from a mobile device. Rich Devine, Director of Earned & Bought Media from ZAAZ presented this deck at SXSW Interactive 2011.

While there is growing focus on creating mobile site experiences and applications, not enough businesses focus on their mobile search experience. Just because you’ve optimized search for the desktop doesn’t mean it works on a mobile device. Mobile search is different than desktop search—and for many businesses, it’s a critical step toward customer success. His discussion focuses on three core actions: how to shift toward new paradigms for successful search marketing that include local and hyper-local search experiences for mobile, how to optimize site designs for mobile search, and how to measure the performance and value of mobile search.

Mobilizing Performance for Search -- SXSW 2011

  1. 1. Rich Devinetwitter:@richdevine richd@zaaz.com
  2. 2. Owned Media Creative | UX | Design | Site Analytics Site Testing | Behavioral Targeting Bought Media Paid Search | Display | Bought Media Analytics Earned Media SEO | Social | Earned Media Analytics180 Employees8 Offices4 Countries3 Continents1 World-Famous Jaeger Machine 2
  3. 3. ABOUT ZAAZ3
  4. 4. 4
  5. 5. 5 FIRST THINGS FIRST MOBILE SEARCH IS DIFFERENT 1. Same Index for Full Site & Mobile Site 2. Different Results 3. It’s all about relevancy – place, intent, device, person, history 4. Media is Splintered – and so is Search 5. Splintered for the marketer – sensible paths for the user 6. Success is predicated on finding actionable paradigms that acknowledge new search behavior, functionality, and device implicationsSXSW | MOBILE & SEARCH
  6. 6. 6SXSW | MOBILE & SEARCH
  7. 7. 7 1. Search Paradigms – Yesterday & Today 2. Mobile is Local 3. Local is Social 4. Search Optimization vs. Search Engine Optimization 5. ‘How-to’s’ and ‘think-abouts’ for mobile search optimization 6. Analytics for Mobile Search is really just Good AnalyticsSXSW | MOBILE & SEARCH
  8. 8. 8 OLD SEARCH FUNNEL PARADIGM Keywords Product/Geo Keywords Brand Keywords Category KeywordsSXSW | MOBILE & SEARCH
  9. 9. 9 NEW SEARCH FUNNEL PARADIGM Keywords+Device+Locale Stationary Device Mobile Device Local Search Hyper-Local Product/Geo Keywords Brand Keywords Category KeywordsSXSW | MOBILE & SEARCH
  10. 10. 10 OLD PILLARS OF SEO 1. PARADIGM Usability (Architecture) Analytics & Relevance Optimization 2. (Keywords) Popularity (Authority) 3.SXSW | MOBILE & SEARCH
  11. 11. 11 UNIVERSAL SEARCH MORE THAN ORGANIC RESULTSSXSW | MOBILE & SEARCH
  12. 12. 12 UNIVERSAL SEARCH PARADIGM • Organic Site Results • News • Images • Social Content • Video • Local/Maps • Music • ShoppingSXSW | MOBILE & SEARCH
  13. 13. 13 Results are unique to the individual. – Historical user behavior affects your search results – Terms most frequently appended with geo-terms will trigger blended local search results. – Your login sessions change your results (Facebook, Gmail)SXSW | MOBILE & SEARCH
  14. 14. 14 UNIVERSAL SEARCH MORE THAN ORGANIC RESULTSSXSW | MOBILE & SEARCH
  15. 15. 15 UNIVERSAL SEARCH MORE THAN ORGANIC RESULTSSXSW | MOBILE & SEARCH
  16. 16. 16 NEW PILLARS OF SEO 1. PARADIGM Usability (Architecture) Analytics & Relevance Optimization 2. (Keywords) Hyper Local Popularity (Mobile-Social) (Authority) 3. Mobile-Local 5. 4.SXSW | MOBILE & SEARCH
  17. 17. 17 UNI-LO-SO SEARCH (A BUNCH OF DIFFERENT SH*T THAT GOOGLE THINKS IS RELEVANTWHERE YOU ARE) Organic Results Maps News Social Local Hyper-LocalSXSW | MOBILE & SEARCH
  18. 18. 18 ‘UNI-LO-SO’ ECOYSTEM A NEW PARADIGMWeb Search (Universal) – I‟m learning about, and whereMobile Search (Local) – Different Results than web; relevance based on localeHyper Local (Social) – Discovery and Expression of local/social content via mobile “when you get there”.SXSW | MOBILE & SEARCH
  19. 19. 19SXSW | MOBILE & SEARCH
  20. 20. 20SXSW | MOBILE & SEARCH
  21. 21. 21SXSW | MOBILE & SEARCH
  22. 22. 22SXSW | MOBILE & SEARCH
  23. 23. 23SXSW | MOBILE & SEARCH
  24. 24. 24 • Yellow Pages • Direct Mail • 411 • Newspaper ReviewsSXSW | MOBILE & SEARCH
  25. 25. 25 LOCAL SEARCH DIRECTORIESYELLOW BOOK (Google Places, Dex, InfoUSA) NEWSPAPER REVIEW SITES (Yelp, Urban Spoon, Amazon) REVIEWSPOINT OF SALE SOCIAL ACTIVITY TARGETING (Google Hotpot, Facebook Places, Foursquare, Groupon, LivingSocial)SXSW | MOBILE & SEARCH
  26. 26. 26• Always on Location Awareness. – Proximity based advertising• Product /SKU Based Proximity – Similar to current Service based results• Social Integration with Web based Search Results. (Ranking Factor)• WOM recommendations based on past activities and friends recommendations• Augmented Reality – (Yelp Monocle)SXSW | MOBILE & SEARCH
  27. 27. 27Who is the winner?Who is the loser?Does big-brand strength matter for SEO?What does this have to do with mobile?SXSW | MOBILE & SEARCH
  28. 28. 28 Mobile – I’m in a place, what’s near? – Mobile results different: built off of local search + geo-location – Proximity is key consideration Barbeque – Maps & Apps become search enginesSXSW | MOBILE & SEARCH
  29. 29. SXSW | MOBILE & SEARCH
  30. 30. 30SXSW | MOBILE & SEARCH
  31. 31. 31 I’m here, transact & share?Monetize your mobile efforts – POS Activity • Scan app or mobile site coupons • Incentivize 4square or FB check-ins / activities – Promote loyalty • QR code offers for future visits • Wifi usage w/ mobile device offers • Retarget Facebook check-ins with FB ads – Reinforce reputation / positive reviews • “Yelp Loves Us,” “Top on Urbanspoon,” “Best of Citysearch” • Encourage positive WOMM by incentivizing UGC • CUSTOMER SERVICE!!SXSW | MOBILE & SEARCH
  32. 32. 32SXSW | MOBILE & SEARCH
  33. 33. 33 ‘UNI-LO-SO’ ECOYSTEM A NEW PARADIGMWeb Search (Universal) – I‟m learning about, and whereMobile Search (Local) – Different Results than web; relevance based on localeHyper Local (Social) – Discovery and Expression of local/social content via mobile “when you get there”.SXSW | MOBILE & SEARCH
  34. 34. 34 SOME EXAMPLES & HOW-TO’SSXSW | MOBILE & SEARCH
  35. 35. 35 HOW-TO: LOCAL LISTINGS Regardless of keyword – Google thinks local: Local Listing Page Verification for Search Engines • Google Places, Bing Local Listing Center, & Yahoo! Local Profile • 2nd Tier Listings & Directories – drives added SEO value • Link Value • Reviews ValueSXSW | MOBILE & SEARCH
  36. 36. 36 Trick: LOCAL LISTINGS (GETLISTED.ORG) • Method: Exclusively Mobile • Intent: Guidance, Recommendations and Sharing • Example: 4square check-ins, Facebook Pleas, Yelp check-in and reviews. • Location Determination: GPSSXSW | MOBILE & SEARCH
  37. 37. 37 600 Dealers in Local Markets – Best Practices Syndication Handoff • FAIL: Local markets ignored guidance (like they usually do) – Centralized Mandating and Implementation • FAIL: Validation Failure Implementation: Reached out to Adwords Rep – Adwords Rep put in contact w/ place quality control to allow for mass modification and implementation. (NOTE: Not a formal Google Service) Key Takeaways: • You don‟t have to be a Gyro shop – you just have to have local presence • However you do it… do it.SXSW | MOBILE & SEARCH
  38. 38. 38 • Unique Geo- for Unique Local Content • Micro-Formating – H-cards – Global Footer Address for single location. – Separate Pages for multiple locations. Accessible via sitemap. • GEO Coordinates – Street Address Specific • Hours of Operation • User Reviews (Operationalize) • Product: Price, Description, and AttributesSXSW | MOBILE & SEARCH
  39. 39. 39Mapping Applications (pre installed) – Apple iOS: Google – Android: Google – Windows 7 Phone: Bing – BlackBerry: User SelectedA strong local listings presence ensures placement in major map POI directories: • Google Places for Business • Bing Local Listing Center • Yahoo Local ProfileSXSW | MOBILE & SEARCH
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  41. 41. 41Desktop Mobile “The content is the interface, the information is the interface, not the‘computer administration debris’” (Tufte)SXSW | MOBILE & SEARCH
  42. 42. 42 MOBILE UX101 – Not ‘ubiquitous’ experience • Mobile site should live on distinct sub-domain and be treated as it’s own property and experience. • Example: m.yoursite.com – UX should meet mobile UX expectations. • Focus on core activities that a mobile user needs, loose the superfluous. • Degrade properly to appropriate mobile resolutions for tablet and phone • Don’t force a ‘mobile’ experience – provide options • Do not use incompatible technologies – No Flash / Silverlight; HTML5 (HTML+JS+CSS) is cool. – Video, if necessary, should be either YouTube embeds or h.264 – Think about Content • Don’t be lazy on content – think about 1 : 1 content needs • Search engines don’t have a mobile index and a www indexSXSW | MOBILE & SEARCH
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  44. 44. 44 vs.SXSW | MOBILE & SEARCH
  45. 45. 45 UserAgent Mobile? NO YESSXSW | MOBILE & SEARCH
  46. 46. 46 NO UserAgent Mobile? What’s the Risk for SEO? YES • Duplicate Content? • Loss of Link Authority?SXSW | MOBILE & SEARCH
  47. 47. 47By using the m.url.com convention indicates intent to Googlethat you are delivering a unique content experience.A canonical tag could also be utilized to ensure the stationarysite is getting the authority. UserAgent Mobile? NODuplicate Content Problem? No.Loss of Link Authority? No. YESSXSW | MOBILE & SEARCH
  48. 48. 48 If you’re lazy, then just provide a user-opt link to the www version. Problem! The Search Engine experience still breaks.SXSW | MOBILE & SEARCH
  49. 49. 49 • When searchers perform a browser-based query, they expect to view the result that they click on….We want to avoid auto-redirect to the homepage • Build a content matrix (server-side site map). • If there is a mobile version for the page – display the mobile version. • If there is no mobile version for that page, then serve the WWW version to deliver expected user experience.SXSW | MOBILE & SEARCH
  50. 50. 50“Cheap hotels Seattle” WWW SEM ad serves unique Seattle listings page Mobile Browser SEM ad redirects to mobile home page; user must reenter criteriaSXSW | MOBILE & SEARCH
  51. 51. 51“Cheap hotels Seattle” WWW SEM ad traffics to Hotels.com Seattle listings page Mobile SEM ad traffics to mobile site; user must reenter criteriaSXSW | MOBILE & SEARCH
  52. 52. 52 • Create SEM unique campaigns: • Duplicate your campaign (mobile version & www version. • Downside – lots of campaign maintenance, duplicated effort • Upside – mobile „targetability‟, campaign independence; mobile and www versions perform based on their own merits.SXSW | MOBILE & SEARCH
  53. 53. 53 • 1:1 content marriage of between www and mobile site versions. • Use a Server-Side Content-Matrix • User agent detection serves device appropriate landing page version. • Upside – low maintenance • Downside – lack of campaign independence and flexibility between mobile & www landing pages.SXSW | MOBILE & SEARCH
  54. 54. 54SXSW | MOBILE & SEARCH
  55. 55. 55 Mobile Site Visits Adoption Media Source Metrics # App Downloads Geo Distribution Frequency Time Spent Engagement Depth (pathing/duration) Retention Conversions Efficacy Efficacy of Media Sources Other Transactions Local Search BehaviorSXSW | MOBILE & SEARCH
  56. 56. 56 Some Essentials – First define what success means – What are your business goals – What are your respective goals for site & mobile – Only focus on measuring and reporting metrics that align with goals – The „Critical Few‟ vs. Data-Porn – Can you make a decision from it? – How does it affect the business?SXSW | MOBILE & SEARCH
  57. 57. Definition: Monetization Model“Custom-built, performance model that assigns monetary values to key customer behaviors in order to understand and express the value of a digital media channel.”
  58. 58. Monetization Model Site TrafficWhat is ‘Success’ here? Conversion
  59. 59. Monetization Model Site Behaviors ‘Micro’ Conversions Conversion(Key Digital Behaviors)
  60. 60. Monetization Model Monetized Site Behaviors$ $ $ $ $ $ ‘Micro’ Conversions Conversion (Key Digital Behaviors)
  61. 61. Monetization Model Monetization for Mobile$ $ $ $ $ $ ‘Micro’ Conversions Conversion (Key Digital Behaviors attributed to Mobile)
  62. 62. 62 Measurement • Looking at Mobile in a silo – apart from your site, invites attribution danger • Look to measure the success of the business first, then look at the channel, or the device • Understand integration & halo effectsSXSW | MOBILE & SEARCH

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