Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ashley Berman Hale "SEO Alchemy: Location-Based Mobile Search" - MozLocal 2017

324 views

Published on

The intersection of location-based search and mobile search creates complexities, data gaps to be aware of, new security risks and new opportunities. Having the right strategy and focusing on accessibility will shape how you think about mobile and how you position your business for success.

Published in: Internet
  • Be the first to comment

  • Be the first to like this

Ashley Berman Hale "SEO Alchemy: Location-Based Mobile Search" - MozLocal 2017

  1. 1. NOT-QUITE SCIENCE Be Fast Be Friendly Be Clear Be Awesome
  2. 2. MOBILE // SEARCH ORIGIN
  3. 3. IPHONE V. ANDROID SEO Alchemy // Location-Based Mobile SEO @bermanhale
  4. 4. SPOTLIGHT V. GOOGLE NOW SEO Alchemy // Location-Based Mobile SEO @bermanhale
  5. 5. APPLE MAPS V. GOOGLE MAPS SEO Alchemy // Location-Based Mobile SEO @bermanhale
  6. 6. TEST OFTEN, TEST LOCALLY SEO Alchemy // Location-Based Mobile SEO @bermanhale
  7. 7. DATA DIFFICULTIES Personalization Search Origin Tool Fails SEO Alchemy // Location-Based Mobile SEO @bermanhale
  8. 8. MOBILE DATA IN GSC SEO Alchemy // Location-Based Mobile SEO @bermanhale
  9. 9. MOBILE DATA IN ANALYTICS SEO Alchemy // Location-Based Mobile SEO @bermanhale
  10. 10. MOBILE // VOICE SEARCH
  11. 11. “Voice search is three times more likely to be local- based than text search” 20% of all searches have voice intent Google I/O 2016 SEO Alchemy // Location-Based Mobile SEO @bermanhale
  12. 12. SEO Alchemy // Location-Based Mobile SEO @bermanhale
  13. 13. SEO Alchemy // Location-Based Mobile SEO @bermanhale
  14. 14. Write Naturally Anticipate Queries Use Structured Data Be more successful with voice search SEO Alchemy // Location-Based Mobile SEO @bermanhale
  15. 15. MOBILE // MAPS & KNOWLEDGE GRAPHS
  16. 16. GOOGL E APPLE HTTPS://MAPSCONNECT.APPLE.COM/ SEO Alchemy // Location-Based Mobile SEO @bermanhale
  17. 17. google.com/business >>schema.org/LocalBusiness Complete business listing SEO Alchemy // Location-Based Mobile SEO @bermanhale
  18. 18. Business Name URL Hours Address Telephone Logo Photo Baseline attributes SEO Alchemy // Location-Based Mobile SEO @bermanhale
  19. 19. LOCAL BUSINESS PLACE ACTIONS Place Actions • In beta; submit interest : goo.gl/pF2oIy • Knowledge Graph actions without 3rd party app reliance Sample Actions • OrderAction • ReserveAction In addition to baseline LocalBusiness markup SEO Alchemy // Location-Based Mobile SEO @bermanhale
  20. 20. MOBILE // CONVERSIONS
  21. 21. MOBILE INTENT IS DIFFERENT Get quick information Get to the brick & mortar Convert on the go SEO Alchemy // Location-Based Mobile SEO @bermanhale
  22. 22. <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "LocalBusiness", "telephone": ”+1-919-555- 4895" } </script> CLICK TO CALL • No images • Valid code • Use the tel: to link • Integrate with business markup • International dialing format <a href="tel:+1-919-555- 4895">+1 (919) 555-4895</a> SEO Alchemy // Location-Based Mobile SEO @bermanhale
  23. 23. MOBILE CRO Awesome image ^ by GoodUI.org Shorter forms Smarter keyboards Pay integration Bailout options & SEO Alchemy // Location-Based Mobile SEO @bermanhale
  24. 24. MOBILE // APPS + SOCIAL + MORE
  25. 25. MOBILE APPS BY VERTICAL SEO Alchemy // Location-Based Mobile SEO @bermanhale
  26. 26. SEO Alchemy // Location-Based Mobile SEO @bermanhale
  27. 27. MOBILE SOCIAL  Skip the dev  Respond quickly  Show brand personality  Harvest social data  *Make sure to test social platform browsers SEO Alchemy // Location-Based Mobile SEO @bermanhale
  28. 28. BEACONS placetips.fb.com/beacons SEO Alchemy // Location-Based Mobile SEO @bermanhale
  29. 29. MOBILE // THE FUTURE
  30. 30. Data ConsciousAMP PWAs Instant Apps Functionality VisibilitySpeed SEO Alchemy // Location-Based Mobile SEO @bermanhale
  31. 31. Structured Data Fast Flexible Modular Browserless SEO Alchemy // Location-Based Mobile SEO @bermanhale
  32. 32. THE CLOUD SEO Alchemy // Location-Based Mobile SEO @bermanhale
  33. 33. SECURITY & ACCESSIBILITY New Technology = New Exploits Next 1B users SEO Alchemy // Location-Based Mobile SEO @bermanhale
  34. 34. NOT-QUITE SCIENCE, BUT…?

×