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Mobile growth demands more from content - Future Female Seminar

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Mobile demands more from content. KliKKi's presentation about mobile trends in Finland and how to ensure that you can take advantage of the mobile first approach.

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Mobile growth demands more from content - Future Female Seminar

  1. 1. Future Female Meetup: Visibility loves content Mobile growth demands more from content Lauri Lähteenmäki, Senior Consultant, KliKKi (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  2. 2. Mobile phones in Finland Mobile web daily usage (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  3. 3. BOOK MAINTENANCE OUR OFFICES LOSE REVENUE STAGNATION BUY THIS CAR NOW! NEW CARS USED CARS (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com CARDEALER.COM NEW CARS USED CARS BRANDS MAINTENANCE BUY THIS CAR NOW! Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae sodales arcu egestas sed. Maecenas ac erat dictum, finibus neque consectetur, venenatis elit. Etiam rhoncus elit mattis, feugiat nunc eu, rhoncus Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae OFFER Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae OFFER Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, OFFER OUR OFFICES BRANDS MAINTENANCE NEAR YOU PRICES MORE REVENUE
  4. 4. 90% Of smartphone users research online (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  5. 5. Mobile searches – Finland CAREFUL FORECAST (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 60,00 % 50,00 % 40,00 % 30,00 % 20,00 % 10,00 % 0,00 % Google mobile searches (Tablets not included) Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha
  6. 6. Mobile searches - Finland FORECAST (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 70,00 % 60,00 % 50,00 % 40,00 % 30,00 % 20,00 % 10,00 % 0,00 % Google mobile searches (Tablets not included) Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha
  7. 7. Do we have content for mobile demand? CURRENT CONTENT COMPETITOR CONTENT COMPETITOR-A.COM COMPETITOR-B.COM COMPETITOR-C.COM ASK AND TALK TO YOUR CUSTOMERS OFFER WHAT CUSTOMERS (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com COMPANY INSIGHT WHAT WE THINK OUR CUSTOMERS WA N T WHAT WE HAVE NOW WHAT OTHERS TELL US
  8. 8. Do we have content for mobile demand? Competitor analysis Content and usage analysis (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Raw data CURRENT CONTENT COMPETITOR CONTENT ASK YOUR CUSTOMERS COMPANY INSIGHT Competetive edge and Content creation and structure investment Search behavior analysis What is target audience searching for? What are most common search terms? When are searches being made? Current and potential visibility Who are our competitors? Our mobile site vs competition Our mobile app vs competition Mobile products vs competition How is current content responding to search demand? Are we missing content? Site usage vs search demand What are mobile users buying? Service planning and priorities WHAT CUSTOMERS REALLY LOOK FOR
  9. 9. Results ▪ Most searched content/categories ▪ What are mobile users buying vs searching ▪ What kind of content has to be created ▪ What content needs to be optimized ▪ How content needs to be prioritized for mobile vs desktop ▪ What is needed to outperform competitors MAINTENANCE NEAR YOU BOOK MAINTENANCE OUR OFFICES PRICES MORE REVENUE (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  10. 10. Improving visibity Responsive website and content optimization for Google (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  11. 11. Visibility is a challenge in mobile SERP (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com 4 – 6 results 4 – 6 results 1 – 2 results
  12. 12. Improving mobile visibility via content optimization (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Locality Every fifth search is local. Markup Search experince is changing – stand out with structured data. Speed - Lose the heavy stuff or do it really well
  13. 13. Local search - How to be visible (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Keyword, City and Place in landing page title Name, Address, Phone number on page - Structured & visible Google Business page - Title - Category - Reviews Local citations i.e. Yelp Location keywords in content text Reviews - Quality - Amount - Frequency Social - Facebook, Twitter - Google+ authority Links to site
  14. 14. Markup – Stand out from Google results Recipies – help you stand out from the crowd Reviews – Visibility and trust, improved CTR (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Markup (structured data) Is website content with added standard data structure. Search engines use this structured data to i.e • improve rankings • Show improved search results (rich snippets) • connect otherwise hard to find content to relevat search terms. See http://schema.org Products – Display price in search results Events – Huge boost in visibility, events to search results
  15. 15. Markup – how to? (product) <script type="application/ld+json"> [ { "@context" : "http://schema.org", "@type" : "Product", "name" : "Samsung Galaxy S5", "image" : "https://kauppa3.dna.fi/static/orderitems/ samsung-galaxy-s5/ samsung_galaxy_s5_white_image1_1.png", "description" : "Nopeat yhteydet ja innovatiivinen design", "url" : "https://kauppa3.dna.fi/sopimus/?offering=1106", "brand" : { "@type" : "Brand", "name" : "Samsung" }, "offers" : { "@type" : "Offer", "price" : "16,63 €/kk" } } </script> (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  16. 16. Speed does not kill – priotize content with responsive site • Optimize images, minimize code and CSS • Avoid huge images / carousels • Avoid landing page redirects • Use content delivery networks (Global sites) • Priortize above the fold content *Crazyegg 8/2013 (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com
  17. 17. Companies needs to react as mobile becomes primary device Know what kind of content and services your customers are looking for (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com Takeaways • Website content needs to meet mobile customer demand • Website structure needs to support mobile user intrests • Analytics can only tell you how your current website performs • Ask your customers and benchmark competition Optimize content for mobile browser • Be local – create optimize content for local demand • Stand out – utilize structured data and markup for your content • Be fast – Google (and users too) – spare no effort in optimizing page load times
  18. 18. (c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com

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