Catch up on the latest in mobile search with a copy of our live webinar, "The New Rules of Mobile Search: How Google's Latest Update Impacts You."

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.
FAQs

3. #123webinar | @webmarketing123
Our agency drives revenue.
Not just clicks and traffic.
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Content
Creation
ROI
Tracking
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Design
Conversion
Optimization
/ About Webmarketing123

4. #123webinar | @webmarketing123
Google launched mobile friendly search labels on November 18th.
The time for mobile is now.

5. #123webinar | @webmarketing123
Get ready for a much anticipated mobile search algorithm update.
The time for mobile is now.
“We see these labels as a first step in
helping mobile users to have a better
mobile web experience. We are also
experimenting with using the
mobile-friendly criteria
as a ranking signal.”
Google Webmaster Central Blog
“Helping Users Find Mobile-Friendly Pages”

6. #123webinar | @webmarketing123
1 Know the State of Mobile Marketing
Why Google is Paying Close Attention to Mobile
2 Deliver Top Notch, Cross-Device UX
Prep for Google’s Anticipated Algorithm Update
3 Optimize for Mobile Search
Ace KGO, Pigeon & Hummingbird to Win Mobile
4 Make the Business Case for Mobile
How to Maximize Mobile Marketing ROI
On the Agenda

7. #123webinar | @webmarketing123
We’re in love with smartphones.
90%
of U.S. adults
own a cell phone.
58%
can’t go more than 1
hour without checking.
40%
take their phone
to the bathroom.
44%
sleep next to
their phone.
Source: Mashable, Relationship Studies: Humans and Mobile
/ The State of Mobile Marketing

8. #123webinar | @webmarketing123
Mobile surpassed PC internet usage for the 1st time this year.
/ The State of Mobile Marketing
Marketers should love mobile, too.

9. #123webinar | @webmarketing123
Marketers should love mobile, too.
/ The State of Mobile Marketing
93% of people who use mobile to
research go on to make a purchase.
Source: Google, Mobile Path to Purchase

10. #123webinar | @webmarketing123
Yes, B2B marketers. This
applies to you, too.
/ The State of Mobile Marketing
Marketers should love mobile, too.

11. #123webinar | @webmarketing123
B2B buyers rely on mobile.
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
/ The State of Mobile Marketing

12. #123webinar | @webmarketing123
1 Know the State of Mobile Marketing
Why Google is Paying Close Attention to Mobile
2 Deliver Top Notch, Cross-Device UX
Prep for Google’s Anticipated Algorithm Update
3 Optimize for Mobile Search
Ace KGO, Pigeon & Hummingbird to Win Mobile
4 Make the Business Case for Mobile
How to Maximize Mobile Marketing ROI
On the Agenda

13. #123webinar | @webmarketing123
Ace mobile-friendly UX.
To earn a mobile-friendly label, your site must cover the basics.
Source: Search Engine Land, “Google Officially Launch “Mobile-Friendly” Labels in Mobile Search Results.”
1
2
Avoid uncommon software to mobile, like Flash.
Make sure text is readable without zooming.
3 Fit content to all screens so vertical or horizontal scrolling isn’t required.
4 Leave enough space between links.
/ Top Notch Mobile UX

14. #123webinar | @webmarketing123
Ace mobile-friendly UX.
• 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.
Responsive Design Dynamic Serving Mobile Site
Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”
Know your mobile development options.
/ Top Notch Mobile UX

15. #123webinar | @webmarketing123
Get on the fluid grid.1
* Use responsinator.com to assess the situation.
Source: Moz, “The SEO of Responsive Web Design”
/ Top Notch Mobile UX

16. #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”
/ Top Notch Mobile UX

17. #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”
/ Top Notch Mobile UX

18. #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.
/ Top Notch Mobile UX

19. #123webinar | @webmarketing123
Build for speed.5
Source: SmashingMagazine, “SEO for Responsive Websites”
Check
mobile load
time with
Google’s
PageSpeed
Insights.
/ Top Notch Mobile UX

20. #123webinar | @webmarketing123
1 Know the State of Mobile Marketing
Why Google is Paying Close Attention to Mobile
2 Deliver Top Notch, Cross-Device UX
Prep for Google’s Anticipated Algorithm Update
3 Optimize for Mobile Search
Ace KGO, Pigeon & Hummingbird to Win Mobile
4 Make the Business Case for Mobile
How to Maximize Mobile Marketing ROI
On the Agenda

21. #123webinar | @webmarketing123
Appease the birds of mobile.
/Optimize for Mobile Search
Start with our mobile SEO checklist.
1
2
Build a strategy around long tail keyword queries. (Think spoken search.)
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.

22. #123webinar | @webmarketing123
Remember Hummingbird?
/Optimize for Mobile Search

23. #123webinar | @webmarketing123
Revamped Google search to better support
Conversational Search.
Hummingbird debuted October ‘13.
Increased accuracy for complex queries.
Greater emphasis on the Knowledge Graph.
Expected increase in spoken mobile search.
/Optimize for Mobile Search

24. #123webinar | @webmarketing123
And then there was “Pigeon.”
/Optimize for Mobile Search

25. #123webinar | @webmarketing123
Revamps Google’s algorithm for
Local Search.
“Pigeon” debuted July 2014.
Improves ranking by location and proximity accuracy.
Integrates local search closely with general search features.
Lift in rankings for local directory listings, like Yelp.
/Optimize for Mobile Search

26. #123webinar | @webmarketing123
Optimize for the Knowledge Graph.
This is how the
Knowledge Graph
explains the
“Knowledge
Graph.”
/Optimize for Mobile Search

27. #123webinar | @webmarketing123
Google is pushing
KGO in anticipation of
increased spoken
search on mobile.
Optimize for the Knowledge Graph.
/Optimize for Mobile Search

28. #123webinar | @webmarketing123
Wikipedia
Freebase
Google+
Schema
These 4 elements
make up the
Knowledge Graph.
Optimize for the Knowledge Graph.
/Optimize for Mobile Search

29. #123webinar | @webmarketing123
Does mobile play a role in your current advertising?
/Optimize for Mobile Search

30. #123webinar | @webmarketing123
If not, here are 2 reasons to start:
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
/Optimize for Mobile Search

31. #123webinar | @webmarketing123
1 Know the State of Mobile Marketing
Why Google is Paying Close Attention to Mobile
2 Deliver Top Notch, Cross-Device UX
Prep for Google’s Anticipated Algorithm Update
3 Optimize for Mobile Search
Ace KGO, Pigeon & Hummingbird to Win Mobile
4 Make the Business Case for Mobile
How to Maximize Mobile Marketing ROI
On the Agenda

32. #123webinar | @webmarketing123
TIP: Use Google Analytics
“Devices” report to compare
performance.
Evaluate conversion rate by device.
/ Make the Business Case for Mobile

33. #123webinar | @webmarketing123
Mobile should convert at about 30%
of your desktop conversion rate.
Evaluate conversion rate by device.
/ Make the Business Case for Mobile

34. #123webinar | @webmarketing123
Calculate missed mobile opportunity.
# of Mobile Visitors
Benchmark Mobile CVR
# of Marketing Qualified Leads
% Sales-Qualification Rate
# of Sales Qualified Leads
# of Marketing Qualified Leads
% of Closed Won Deals
Mobile Revenue
# of Sales Qualified Leads
1
2
3
/ Make the Business Case for Mobile

35. #123webinar | @webmarketing123
Yet, consumers primarily convert in-store and across
devices.
Mobile is a key purchase influencer.
Source: Google, Mobile Path to Purchase
/ Make the Business Case for Mobile

36. #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”