2. @theukseo

3.  What role does Mobile Play?
 Do people take actions via Mobile?
 What the most popular mobile device?
 Which Traffic Medium do browsers use via Mobile?
 Do people search differently?
 Is Click through Rate Different?
 What tips can I use?
@theukseo

4. The Data: Search Engine Share (%)
April 2012 - Experian
 402 Google Analytics Accounts
4%
 58 Ecommerce Sites Google
100 Webmaster tools accounts
Bing

Yahoo
 Multiple Verticals Ask
90% Others
 70% B2B Websites
 70% SME’s Search Engine Share (%)
April 2012 - Analytics
 Trusting Goals are set up correctly
3%
 Trust Ecommerce is set up correctly google
All figures are averages
bing

yahoo
95%
@theukseo

5. @theukseo

6. @theukseo
1.6%
20.7%
Jan 2010
Apr 2012
% of total traffic as Mobile
10.0%
15.0%
20.0%
25.0%
0.0%
5.0%
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
Month
May-11
Jul-11
Sep-11
Nov-11
Mobile % of Website Visitors
Jan-12
Mar-12
May-12
Mobile %

7. @theukseo

8. @theukseo
1.6%
20.7%
Jan 2010
Apr 2012
% of total traffic as Mobile
10.0%
15.0%
20.0%
25.0%
0.0%
5.0%
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
Month
May-11
Jul-11
Sep-11
Nov-11
Mobile % of Website Visitors
Jan-12
Mar-12
May-12
Mobile %

9. @theukseo

10. Mobile Conversion over Time April 2012
30.0%
Enquiries (CVR)
% of Goals or Transaction as Mobile
Mobile Goals %
25.0%
Desktop: 2.2%
Mobile Transaction %
Mobile: 1.9%
20.0%
15.0%
Transactions (CVR)
Desktop: 0.6%
10.0% Mobile: 0.3%
5.0%
0.0%
6 Ecommerce Sites which
actively worked on their
Jan-10
Mar-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-10
May-11
May-12
mobile sites saw an average
of 144% Increase in
Month transactions year on year.
@theukseo

11. @theukseo

12. Sony
Phone
Windows
% of Traffic
Nokia Samsung 0%
0% 0% SymbianOS 0% from Mobile Devices
0%
iPod Android
7% Android
80% Using
14% BlackBerry
BlackBerry
6%
iPad
Apple
Devices
iPhone
iPhone iPod
41%
Nokia
iPad
32%
Samsung
@theukseo

13. 0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
(not set)
@theukseo
Android
BlackBerry
iPad
iPhone
iPod
LG
Linux
Macintosh
MOT
Nokia
PalmOS
Samsung
Sony
SymbianOS
Conversion Rate by Device
Windows
Windows Phone
Total

14. @theukseo

15. Conversion Rate by Medium (Transactions)
Medium %
1.20%
0% 1.00%
Conversion Rate %
6% 0.80%
11%
0.60%
CPC
0.40%
11% Total
Direct
0.20%
email 0.00%
organic CPC Direct email organic Other referral
18% Other
Medium
54%
referral
 15% of Referrals were from
Facebook
@theukseo

16. @theukseo

17. Mobile v Desktop - #keyword Driving Traffic
120000
100000
No. of Keywords driving traffic
80000
60000
No
40000 Yes
20000
0
1 2 3 4 5 6
Keyword Length
@theukseo

18. Mobile v Desktop – CVR %
3.5%
3.0%
No. of Keywords driving traffic
2.5%
2.0%
1.5% No
Yes
1.0%
0.5%
0.0%
1 2 3 4 5 6
Keyword Length
@theukseo

19. Mobile CTR v Desktop
40.00%
35.00% Sum of Smart Phone CTR
Average of Desktop CTR
30.00%
25.00%
CTR %
20.00%
15.00% Top 5 Position is even
more important for
10.00%
Mobile Search
5.00%
0.00%
1 2 3 4 5 6 7 8 9 10
Position
@theukseo

20. @theukseo

21. Red Shoes Online
Red Shoes Online www.website.com/RedShoes
www.website.com/RedShoes Orange_Customers Get 5% Extra Off
O2_Customers Get 5% Extra Off Enter ‘Ora’ During Checkout
Enter ‘O2’ During Checkout
Orange
Vodafone T-Mobile
Mobile
Targeting
O2 3
Red Shoes Online Red Shoes Online
www.website.com/RedShoes www.website.com/RedShoes
3_Customers Get 5% Extra Off 5% Extra Discount For Vodafone
Enter ‘3’ During Checkout Customers. Use Code ‘Voda’
@theukseo

22.  Mobile Visit up to 20%
 Conversion and Transactions still lower than desktop devices but
sufficient to make an impact
 Apple Devices are still the top priority
 Keep customer engaged via email is important for mobile
 Search behaviour is similar desktop to smart phone
 Top 5 positions are more lenient on Mobiles
 Use Creative mobile targeting
@theukseo

23. Thank You
Neil Walker
@theukseo
www.seomad.com