#123webinar | @webmarketing123
#123webinar | @webmarketing123
1. Can I ask questions?
2. Can I have a copy of the slides?
Tweet @webmarketing123 or use #...
#123webinar | @webmarketing123
Our agency drives revenue.

Not just clicks and traffic.
SEM SEO Attribution Display Video
...
#123webinar | @webmarketing123
For real this time.
2014 is the year of mobile.
/ Guide to Mobile Search
#123webinar | @webmarketing123
Mobile surpassed PC internet usage for the 1st time this year.
2014 is the year of mobile.
...
#123webinar | @webmarketing123
65% of online searches begin on a
mobile device, yet only 16% of
marketers have a developed...
#123webinar | @webmarketing123
Cross-device fluency is critical
Yes, B2B marketers. This
applies to you, too.
/ Guide to M...
#123webinar | @webmarketing123
B2B leads mobile adoption.
of executives will
purchase that product
online using a laptop o...
#123webinar | @webmarketing123
1 Optimize for Cross-Device Users
Make it Easy for the Prospects to Find You
2 Ace the Bird...
#123webinar | @webmarketing123
Mobile should convert at about 30%
of your desktop conversion rate.
Evaluate conversion rat...
#123webinar | @webmarketing123
TIP: Use Google Analytics
“Devices” report to compare
performance.
Evaluate conversion rate...
#123webinar | @webmarketing123
•  Uses the same URL,
but serves different
code depending on
visitor’s device.
•  One SEO s...
#123webinar | @webmarketing123
Get on the fluid grid.1
* Use responsinator.com to assess the situation.
Source: Moz, “The ...
#123webinar | @webmarketing123
Test your site across devices.2
Make sure those CTAs don’t get lost!
Source: Market8, “A Gu...
#123webinar | @webmarketing123
Make all content accessible - always.3
No matter
how the grid
slides, make
sure users
can n...
#123webinar | @webmarketing123
Optimize for touch screen.4
Source: WebDesignerDepot, “How to Design a
Responsive HTML Emai...
#123webinar | @webmarketing123
Build for speed.5
Source: SmashingMagazine, “SEO for Responsive Websites”
Check
mobile load...
#123webinar | @webmarketing123
1 Optimize for Cross-Device Users
Make it Easy for the Prospects to Find You
2 Ace the Bird...
#123webinar | @webmarketing123
/Ace the Birds of Mobile Search
Remember Hummingbird?
#123webinar | @webmarketing123
Revamped Google search to better support
Conversational Search.
Hummingbird debuted October...
#123webinar | @webmarketing123
/Ace the Birds of Mobile Search
Say hello to “Pigeon.”
#123webinar | @webmarketing123
Revamps Google’s algorithm for
Local Search.
“Pigeon” debuted July 2014.
/Ace the Birds of ...
#123webinar | @webmarketing123
Appease the birds of mobile.
/Ace the Birds of Mobile Search
Start with our mobile SEO chec...
#123webinar | @webmarketing123
1 Optimize for Cross-Device Users
Make it Easy for the Prospects to Find You
2 Ace the Bird...
#123webinar | @webmarketing123
Does mobile play a role in your current advertising?
/Build a Smart Mobile Ad Strategy
#123webinar | @webmarketing123
If not, here are 2 reasons to start:
/Build a Smart Mobile Ad Strategy
Estimated Total Conv...
#123webinar | @webmarketing123
Mobile is a key purchase influencer.
/Build a Smart Mobile Ad Strategy
Source: Google; Mobi...
#123webinar | @webmarketing123
Yet, consumers primarily convert in-store and across
devices.
Mobile is a key purchase infl...
#123webinar | @webmarketing123
This makes attribution essential.
/Build a Smart Mobile Ad Strategy
Close the loop by tying...
#123webinar | @webmarketing123
1 Optimize for Cross-Device Users
Make it Easy for the Prospects to Find You
2 Ace the Bird...
#123webinar | @webmarketing123
Schedule a free, 30 minute consultation!
Thank you!
Let’s
Talk! Mike Turner, Director of Bu...
#123webinar | @webmarketing123
LIVE SITE ANALYSES
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The Savvy Marketer's Guide to Mobile Search

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The Savvy Marketer's Guide to Mobile Search

  1. 1. #123webinar | @webmarketing123
  2. 2. #123webinar | @webmarketing123 1. Can I ask questions? 2. Can I have a copy of the slides? Tweet @webmarketing123 or use #123webinar. Yes! Email results@webmarketing123.com. 3. How do I get a live site analysis? Chat us your website and top 2 keywords. FAQs
  3. 3. #123webinar | @webmarketing123 Our agency drives revenue.
 Not just clicks and traffic. SEM SEO Attribution Display Video Content Creation ROI Tracking Social Website Design Conversion Optimization / About Webmarketing123
  4. 4. #123webinar | @webmarketing123 For real this time. 2014 is the year of mobile. / Guide to Mobile Search
  5. 5. #123webinar | @webmarketing123 Mobile surpassed PC internet usage for the 1st time this year. 2014 is the year of mobile. / Guide to Mobile Search
  6. 6. #123webinar | @webmarketing123 65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy. Source: Search Engine Watch; HubSpot Cross-device fluency is critical 93% of people who used mobile to research went on to make a purchase. Source: Google, Mobile Path to Purchase / Guide to Mobile Search
  7. 7. #123webinar | @webmarketing123 Cross-device fluency is critical Yes, B2B marketers. This applies to you, too. / Guide to Mobile Search
  8. 8. #123webinar | @webmarketing123 B2B leads mobile adoption. of executives will purchase that product online using a laptop or desktop. of executives use their tablet to conduct research for business products or services. of executives use mobile to research a product or service for business. 77% 86% 93% Source: Search Engine Watch; IDG Mobile Survey 2014 / Guide to Mobile Search
  9. 9. #123webinar | @webmarketing123 1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You 2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile 3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads 4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing On the Agenda
  10. 10. #123webinar | @webmarketing123 Mobile should convert at about 30% of your desktop conversion rate. Evaluate conversion rate by device. / Optimize for Cross-Device Users
  11. 11. #123webinar | @webmarketing123 TIP: Use Google Analytics “Devices” report to compare performance. Evaluate conversion rate by device. / Optimize for Cross-Device Users
  12. 12. #123webinar | @webmarketing123 •  Uses the same URL, but serves different code depending on visitor’s device. •  One SEO strategy. •  Requires two sets of codes and two URLs. •  Error prone. •  Two SEO strategies. •  Same code works across all devices. •  Reduces room for error. •  One SEO strategy. Know your mobile choices. Responsive Design Dynamic Serving Mobile Site Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO” Responsive is Google approved! / Optimize for Cross-Device Users
  13. 13. #123webinar | @webmarketing123 Get on the fluid grid.1 * Use responsinator.com to assess the situation. Source: Moz, “The SEO of Responsive Web Design” / Optimize for Cross-Device Users
  14. 14. #123webinar | @webmarketing123 Test your site across devices.2 Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design” / Optimize for Cross-Device Users
  15. 15. #123webinar | @webmarketing123 Make all content accessible - always.3 No matter how the grid slides, make sure users can navigate to all sections. Source: Moz, “The SEO of Responsive Web Design” / Optimize for Cross-Device Users
  16. 16. #123webinar | @webmarketing123 Optimize for touch screen.4 Source: WebDesignerDepot, “How to Design a Responsive HTML Email” Leave enough space around your buttons to avoid a frustrating mobile UX. / Optimize for Cross-Device Users
  17. 17. #123webinar | @webmarketing123 Build for speed.5 Source: SmashingMagazine, “SEO for Responsive Websites” Check mobile load time with Google’s PageSpeed Insights. / Optimize for Cross-Device Users
  18. 18. #123webinar | @webmarketing123 1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You 2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile 3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads 4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing On the Agenda
  19. 19. #123webinar | @webmarketing123 /Ace the Birds of Mobile Search Remember Hummingbird?
  20. 20. #123webinar | @webmarketing123 Revamped Google search to better support Conversational Search. Hummingbird debuted October ‘13. /Ace the Birds of Mobile Search Increased accuracy for complex queries. Greater emphasis on the Knowledge Graph. Expected increase in spoken mobile search.
  21. 21. #123webinar | @webmarketing123 /Ace the Birds of Mobile Search Say hello to “Pigeon.”
  22. 22. #123webinar | @webmarketing123 Revamps Google’s algorithm for Local Search. “Pigeon” debuted July 2014. /Ace the Birds of Mobile Search Improves ranking by location and proximity accuracy. Integrates local search closely with general search features. Lift in rankings for local directory listings, like Yelp.
  23. 23. #123webinar | @webmarketing123 Appease the birds of mobile. /Ace the Birds of Mobile Search Start with our mobile SEO checklist. 1 2 Rank for long tail keyword queries with FAQ content. Trouble shoot for major UX errors. Mobile sites have a 72% error rate. (Stat applies to sites with separate URL.) 3 Build profiles for local directory listings like Yelp and TripAdvisor if applicable. 4 Optimize your site for Google’s Knowledge Graph.
  24. 24. #123webinar | @webmarketing123 1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You 2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile 3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads 4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing On the Agenda
  25. 25. #123webinar | @webmarketing123 Does mobile play a role in your current advertising? /Build a Smart Mobile Ad Strategy
  26. 26. #123webinar | @webmarketing123 If not, here are 2 reasons to start: /Build a Smart Mobile Ad Strategy Estimated Total Conversions Improved reporting will give invaluable cross-device conversion insights & increase ROI on mobile ad spend. AdWords Enhanced Campaigns Specific bidding features capture the “always-on” customer across: •  Device •  Location •  Time Improved Mobile Bidding Improved Mobile Reporting
  27. 27. #123webinar | @webmarketing123 Mobile is a key purchase influencer. /Build a Smart Mobile Ad Strategy Source: Google; Mobile Path to Purchase
  28. 28. #123webinar | @webmarketing123 Yet, consumers primarily convert in-store and across devices. Mobile is a key purchase influencer. /Build a Smart Mobile Ad Strategy Source: Google; Mobile Path to Purchase
  29. 29. #123webinar | @webmarketing123 This makes attribution essential. /Build a Smart Mobile Ad Strategy Close the loop by tying mobile campaigns to revenue in CRM.
  30. 30. #123webinar | @webmarketing123 1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You 2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile 3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads 4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing On the Agenda
  31. 31. #123webinar | @webmarketing123 Schedule a free, 30 minute consultation! Thank you! Let’s Talk! Mike Turner, Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 Source: Synecore, “10 Examples of Amazing Responsive Design”
  32. 32. #123webinar | @webmarketing123 LIVE SITE ANALYSES
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