The Savvy Marketer's Guide to Mobile Search

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  • 1. #123webinar | @webmarketing123
  • 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. #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. #123webinar | @webmarketing123 For real this time. 2014 is the year of mobile. / Guide to Mobile Search
  • 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. #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. #123webinar | @webmarketing123 Cross-device fluency is critical Yes, B2B marketers. This applies to you, too. / Guide to Mobile Search
  • 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. #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. #123webinar | @webmarketing123 Mobile should convert at about 30% of your desktop conversion rate. Evaluate conversion rate by device. / Optimize for Cross-Device Users
  • 11. #123webinar | @webmarketing123 TIP: Use Google Analytics “Devices” report to compare performance. Evaluate conversion rate by device. / Optimize for Cross-Device Users
  • 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. #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. #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. #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. #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. #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. #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. #123webinar | @webmarketing123 /Ace the Birds of Mobile Search Remember Hummingbird?
  • 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. #123webinar | @webmarketing123 /Ace the Birds of Mobile Search Say hello to “Pigeon.”
  • 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. #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. #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. #123webinar | @webmarketing123 Does mobile play a role in your current advertising? /Build a Smart Mobile Ad Strategy
  • 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. #123webinar | @webmarketing123 Mobile is a key purchase influencer. /Build a Smart Mobile Ad Strategy Source: Google; Mobile Path to Purchase
  • 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. #123webinar | @webmarketing123 This makes attribution essential. /Build a Smart Mobile Ad Strategy Close the loop by tying mobile campaigns to revenue in CRM.
  • 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. #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. #123webinar | @webmarketing123 LIVE SITE ANALYSES