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local_and_mobile_search-gregory_markel.ppt

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  • 1. Start Local/Mobile Search and the iPhone www.infusecreative.com Click for more information. Presented by Gregory Markel & Infuse Creative, LLC 11.12.08 Innovative Search Engine Marketing for Superior Companies…
    • Why Marketers and Site Owners Should Care about the iPhone
    • Organic & Paid-Search Scenarios and Tips
    • Basic Marketing Strategies & Free YouTube Solution
    • The Future already happened
    • Resources
  • 2. The Iphone is the tipping point. Search Engine Strategies 2007 Mobile Search Optimization: What IS Mobile Search in 2007? www.infusecreative.com Innovative Search Engine Marketing for Superior Companies… Yes, we are optimizers. But we are also marketers. And as marketers, we need to reassess just what Mobile Search and Mobile Marketing strategies ARE as of August 2007. Why? It’s no longer a WAP world. “Oops, I did it again!”
    • What is YOUR IPhone 3G strategy?
    • Talkin’ bout’:
    • 3G/Wifi
    • Apps
    • AGPS-location specific
    • Game Changer .
  • 3. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies… Converging factors are radically accelerating the direction of mobile technology/device, market, user adoption, and marketing opportunities resulting in a perfect storm. Amongst them…
  • 4. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #1 The major Apple competitors are now following the iPhone big touch screen/true web browser/3G/Location specific form factor: T-mobile Google phone , Blackberry Storm , & Nokia 5800
    Market direction is now obvious: Big touch screen, location specific, video friendly, 3G/Wifi speeds, & True Web Browser… Are you ready to “speak” to this audience?
  • 5. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #2 Location specific functionality and mobile messaging/marketing is the “killer app” mobile has been waiting for: Location detection, customization, mapping and App functionality is a superior experience to traditional mobile search
    Using Cell Tower, Wifi, and “ A-GPS ” the iPhone already knows where you are: Clumsy and time consuming keyword geo-qualifiers and “set my location” check boxes are no longer needed via many iPhone apps, search apps and in some cases, via the iPhone browser.
  • 6. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #3 Google.com and many websites are seeing iPhone searches lead all mobile devices in visits: Location detection, customization, mapping and App functionality is a superior experience to traditional mobile search
    It is not unusual to see iPhone visits in our client analytics logs beat other mobile phone/PDA visits by 10 to 1. TIP! Check your site/client site web logs to see if addressing the iPhone visitor makes ROI sense.
  • 7. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #4 The Apple iPhone is now the #1 selling phone, additionally App store sales are growing at twice the rate of iTunes music: Both free and paid iPhone apps are a hit. 100 million apps have been downloaded in two months.
    Gaming, information, search and location specific functionality are driving rabid iPhone App adoption. TIP! “Search optimization” should now include an iPhone app strategy!
  • 8. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #5 The iPhone Safari browser provides a superior user experience to traditional mobile browsing: This is the MAIN reason more people are now accessing the web on their mobile devices.
    Short of processing Flash, the iPhone browser largely provides a desktop-like user experience. TIP! View your site in an iPhone or at www.deviceanywhere.com and decide your strategy based on your experience…is the site OK as is? Is it all Flash and will you need to use javascript to detect iPhone visitors to serve an iPhone friendly site? Etc., etc..
  • 9. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #6 iPhone users consume 6 times more data than the average mobile user: Better user experience and greater bandwidth via 3G and Wifi keep iPhone users on their devices longer.
    The average page size for iPhone browsing is more than double the mobile average. TIP! Know your site visitor profile/demo and take advantage of the user experience sophistication possible on an iPhone to serve them an iPhone experience they will want to come back for…better yet, tie it into an iPhone App as well that provides an even better experience…
  • 10. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #7 Mobile search is growing dramatically: comScore M:Metrics reports 68% and 38% growth in the U.S. and Europe respectively compared to last year.
    FYI: Google.com is in the U.S. mobile search lead with 63% of market share, Yahoo a distant 2 nd with 34%. Germany: 85% Google 9% Yahoo, UK: 74% Google 16% Yahoo Ref. Google received 50 times more searches on iPhones over Dec/jan 2008 than from any other mobile handset. Ref. TIP! Know your site visitor profile/demo and decide whether it is more ROI friendly to concentrate on Google only at this time, given their wide mobile search lead.
  • 11. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #8 U.S. consumers are more interested in the iPhone than any other phone: Keyword “iPhone” leads competitor keywords in search queries at Google.com.
  • 12. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #9 The major search engines are offering iPhone specific user experiences: Both Google and Yahoo detect iPhone users and serve an iPhone particular experience, and, both Google and Yahoo also offer an iPhone App.
    Google: The location specific nature of the iPhone app allows you to search locally automatically and more. Yahoo: The iPhone app is a “revolutionary social address book that brings together your people, your life, and all the ways you communicate.” TIP! Try out these apps thinking in relation to your business & marketing objectives and see if, or which one you should recommend to your audience!
  • 13. Warning! LOCAL & THE iPHONE 2008 Why U Should Care : Critical Mass Has Arrived www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • REASON #10 Apple is aggressively pursuing business customers: The latest version of the iPhone added support for Microsoft Exchange and, Apple’s own Mobile Me, a “push” email and data service.
    35% of Fortune 500 companies are Beta testing the iPhone for business. TIP! Watch the outcome of this testing period…Apple could steal Blackberry and Windows Mobile share…
  • 14. Warning! LOCAL & THE iPHONE 2008 Google on an iPhone : Google.com & the Google App www.infusecreative.com Innovative Search Engine Marketing for Superior Companies… The Google.com and Google iPhone App each provide differing experiences… Next, we’ll take a look at the user and location specific experience in each scenario as well as how to optimize for each…
  • 15. Warning! LOCAL & THE iPHONE 2008 Google on an iPhone : Google.com Organic Results www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • Google.com on an iPhone: Google detects and knows you’re on an iPhone and also, exactly where you are when your queries are location specific, and then, serves you a desktop-like experience…
    • Non-paid search results are largely the same for many queries…Integrated News, listings, Video (Video plays once clicked if from YouTube!), blogs, books, & products ( Unless, one’s query, such as “real estate” triggers a location specific result automatically. One can also add a city name or zip code manually after queries like “movie” or “hotel” or “restaurant” etc..)
    • Optimization TIP! Google.com iPhone non-paid results largely mirror regular desktop non-paid search results. Include a telephone number if applicable, as the iPhone will make it click to call friendly.
  • 16. Warning! LOCAL & THE iPHONE 2008 Google on an iPhone : Google.com Organic Results www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • Google.com on an iPhone: Google detects and knows you’re on an iPhone and also, exactly where you are when your queries are location specific, and then, serves you a desktop-like experience…
    • As of November 11 th , iPhone users entering thru Google.com will get a specially formatted version of Google with ability to call and display maps directly in results.
  • 17. Warning! LOCAL & THE iPHONE 2008 Google on an iPhone : Google.com Paid Results www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • Google.com paid search on an iPhone: While Google says that paid search on an iPhone displays the same as if on a desktop, we find this to be not exactly true…
    • Paid Results appear only at top of listings, and NOT on right side ( These are usually pulled from the top 3 paid advertiser positions)
    • Optimization TIP! Until this is addressed by Google, you will need to have a top 3 position performing paid search ad to appear in an iPhone browser search result. Include a telephone number if applicable, as the iPhone will make it click to call friendly.
  • 18. Warning! LOCAL & THE iPHONE 2008 Location! Location! : The Google iPhone App www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • Google provides a FREE Google search App for the iPhone: Available via the iTunes App store, it allows one to search one’s iPhone contacts, history, popular query short cuts, regular results, and importantly, location specifically.
    • The Google iPhone App provides suggestions with each letter that I type: These include my iPhone contacts, suggested websites, my search history, popular queries, and location specific…
  • 19. Warning! www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • I can search locally as an option simply by clicking on the search magnifying glass in my current result…
    LOCAL & THE iPHONE 2008 Location! Location! : The Google iPhone App
  • 20. Warning! www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • I can select the local shop I want…
    LOCAL & THE iPHONE 2008 Location! Location! : The Google iPhone App
  • 21. Warning! www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • I can view the shop and others on a map…
    LOCAL & THE iPHONE 2008 Location! Location! : The Google iPhone App
  • 22. Warning! www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • And then either call, by clicking on the link, or, get turn by turn directions from my current location…
    Optimization TIP! Remember, the iPhone knows where the iPhone owner is located 24/7, so to make your business or client location searchable at both Google.com and the Google App, list them with Google Local Business ! LOCAL & THE iPHONE 2008 Location! Location! : The Google iPhone App
  • 23. Warning! LOCAL & THE iPHONE 2008 iPhone Search : The Future without keywords www.infusecreative.com Innovative Search Engine Marketing for Superior Companies… The day will soon come when location detection and user behavior on an iPhone or device like it will render keyword optimization obsolete for certain types of searches… Instead, the “smart app” combined with the “smart phone” and “location detection” will find what the user is looking for without keywords and with minimal clicking, in fact, with “shaking”… Wait, the future is already here : View video Visit site
  • 24. Warning! LOCAL & THE iPHONE 2008 iPhone Search : The Future without keywords www.infusecreative.com Innovative Search Engine Marketing for Superior Companies… View video Visit site
  • 25. Warning! LOCAL & THE iPHONE 2008 iPhone Search : Basic Key Marketing Tips www.infusecreative.com Innovative Search Engine Marketing for Superior Companies…
    • Check your, or your clients web analytics to gauge current daily iPhone visit count… you should now see month over month growth…is it worth addressing yet?
    • Remember that the location specific nature of the iPhone is the “killer app.” Optimize/create & market to that in both Google.com and iPhone App search
    • So, you don’t have an iPhone friendly site, eh? But do you have videos on your site? Yes?...Then how about a FREE interim solution until you can make your entire site iPhone friendly? A) Set up a free YouTube user channel for your videos B) Create an iPhone friendly page to link to it’s URL from C) Use an iPhone access detection & redirect javascript on your homepage to detect iPhone users and send them to your iPhone page that links to your YouTube user MOBILE channel ala m.youtube.com/yourchannel and… VOILA! You have a FREE iPhone AND Treo & Blackberry friendly experience via YouTube video!
  • 26. Warning! www.infusecreative.com Innovative Search Engine Marketing for Superior Companies… LOCAL & THE iPHONE 2008 Resources : Helpful iPhone & Search Related Links Site Check & Detect Check your site for iPhone friendliness: http://www.deviceanywhere.com/ iPhone access javascript detection & redirect; http://www.askdavetaylor.com/detect_apple_iphone_user_web_site_server.html & http://www.dotcomyourbusinesstoday.com/javascript/detect-iphoneipod-touch-user-coming-to-your-site/ iPhone & Mobile search stats M:Metrics April 2008 (Pre-3G): http://www.intomobile.com/2008/04/07/mmetrics-iphone-stats.html June 2008 U.S. usage (Pre-3G): http://asia.cnet.com/blogs/infochat/post.htm?id=63004236 Neilsen 2008 (Pre-3G): http://www.nielsenmobile.com/html/press%20releases/iPhone3G.html M Search Groove: http://www.msearchgroove.com/ Google Links Google Mobile Blog: http://googlemobile.blogspot.com/ Google Mobile Blog iPhone related: http://googlemobile.blogspot.com/search?q=iphone Google iPhone App: http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=284815942&mt=8 Google Local Business (To be found in location specific searches): https://www.google.com/local/add/ Apple Links iPhone App & developer site: http://developer.apple.com/iphone/ Site Optimization for iPhone Links 6 tips to optimize your site for iPhone: http://iphonemicrosites.com/articles/6-tips-to-optimize-your-current-site-for-the-iphone/ Web pages for the iPhone: http://webdesign.about.com/od/pdas/a/aa070207.htm Location Specific iPhone Apps We Like (Get em at the Apple store) Taxi!, YPMobile, Yelp, WikiMe, WhosHere, Traffic, Now, hotels.com, Home Finder, CraigsMobile, AroundMe, iWant, Trulia, Where to?, Nearby, Where, G-Park, Urbanspoon More: http://radar.oreilly.com/2008/07/iphone-location-aware-apps.html
  • 27. Thank You www.infusecreative.com Innovative Search Engine Marketing for Superior Companies… 10 SEARCH May you find what you’re looking for. Thank you. Infuse Creative, LLC www.infusecreative.com E: [email_address] T: 323-960-7790