Mobile Search Optimization 2016

1. Mobile Search: Challenges and Maximizing Traffic Lauren MacPhail
2. Lauren MacPhail @LaurenMacPhail Director, Search and Growth Marketing @ Macy’s - 9 Years in Digital Marketing - Agency/B2B/B2C across all tactics
3. 2016 Is The Year Of Mobile…Again
4. We Know It’s Important.
5. Site/Organic Basics Mobile-Friendly & Usability Score=80+
6. Paid Search Basics
7. We’re Good.
8. Then This Happened
9. HUGE Bucket Shifts -40% 0% 40% 80% 120% May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 SessionsYOY% Non Trademark - Mobile - Sessions YOY% SEM SEO
10. SERPs So Crazy
11. Text Ad Impressions and Clicks Rose
12. PLA Impressions Rose
13. SEM Budgets Exploded
14. What’s Left For Organic?
15. Finding More Traffic & Efficiency
16. Find Organic White Space Depth Funnel
17. Extend Content For Torso and Long Tail
18. Domain vs. Domain -Low Competition -No Existing Content Finding New Space
19. Scale Whenever Possible
20. What Do Your Customers Need Before They Need You? After?
21. Seasonal, Trends, “How To”
22. Peripheral Digital Content
23. Paid and Organic, Together at Last
24. Marketers Have the Least Control Here
25. Trademark vs. Non-Trademark Organic vs. Paid Testing the Bucket Shift
26. Change is the Given, Decreasing Efficiency 1. There is Always More Traffic, More Content 2. Test Everything, Always.
27. Lauren MacPhail http://bit.ly/MobileSearch2016

Lots of Attention
Stockholders took notice
The average loss of rankings for the non-mobile friendly sites they measured was 0.21 positions on average
Including rel=alt etc. basic best practices
Mostly straight-forward changes
Complex with single page app types
Thinking mobile first
Ad formats, localization
LIAs and PLAs on mobile – increase real estate on
April/May/June 2015
April/May/June 2015
April/May/June 2015
Minimum bids up - Brand CPCs up 40% YOY, compared to 4% non-brand
If you’re willing to pay for competitive positioning, clicks also up bc of increased real estate
Typical queries – head and torso terms yield little visibility
Typical queries – head and torso terms yield little visibility
Unique to 1, Common, Total Unique
Finding keywords without current targeted content, and low competition
SEO Facets, exposing more content
Finding Unique Editorial that surrounds the product/service.
Integrating Strategies across search
Often the most important decisions are made from this data
Shifts from offline
Customers found another door when one was blocked

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