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Webinar- Mobile: The Untapped Gold Mine For Lowest Cost Search Traffic

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Webinar- Mobile: The Untapped Gold Mine For Lowest Cost Search Traffic

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Google announced that mobile search volume has finally overtaken desktop search, not only in the U.S., but in 10 countries including Canada, the United States and Japan. And Comscore research indicates that 78 % of local-mobile searches resulted in an offline purchase (usually in a few hours).

Watch this webinar and learn how:

1. This shift to mobile has had a huge impact on local search results for multi-location business in retail, banking and service industries.

2. Optimized mobile experiences including mobile pages, listings, offers and store finders are proving to deliver the cheapest search traffic; often 90% less the SEM.

3. Managing and measuring mobile local search traffic will prove to be your lowest cost of search traffic and customer acquisition.

Google announced that mobile search volume has finally overtaken desktop search, not only in the U.S., but in 10 countries including Canada, the United States and Japan. And Comscore research indicates that 78 % of local-mobile searches resulted in an offline purchase (usually in a few hours).

Watch this webinar and learn how:

1. This shift to mobile has had a huge impact on local search results for multi-location business in retail, banking and service industries.

2. Optimized mobile experiences including mobile pages, listings, offers and store finders are proving to deliver the cheapest search traffic; often 90% less the SEM.

3. Managing and measuring mobile local search traffic will prove to be your lowest cost of search traffic and customer acquisition.

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Webinar- Mobile: The Untapped Gold Mine For Lowest Cost Search Traffic

  1. 1. @rio_seo / #localseo TODAY’S PRESENTERS Warren Raisch Chief Customer Officer at Rio SEO A business and thought leader with a vast experience working as a senior executive with leading High Tech companies including Apple, 3Com, HP and Adobe divisions as well as digital agencies including Digitas. Warren is also a McGraw-Hill published author in the Online Marketing space and a frequent keynote speaker at leading industry events. He has established global operations across more than 190 countries and has worked with some of the largest brands in the world developing and executing their digital strategies. Jodie L Roberts Digital Marketing Manager at Fred Meyer Jewelers Jodie Roberts is the Digital Marketing Manager at Fred Meyer Jewelers. She is responsible for leading the strategic direction of the Digital Marketing team and ensuring successful execution in a range of channels including Email, Social Media, PPC, SEO, Affiliate and Display Advertising. Jodie recently moved to Portland OR from the UK, where she worked as a Mobile Experience Analyst for American Express and gained a wealth of experience in developing, testing and launching a range of mobile services for B2B and B2C audiences. When not at work, she can be found exploring Oregon with her husband and dog or dining at one of Portland’s many fantastic restaurants.
  2. 2. @rio_seo / #localseo YOU WILL LEARN HOW This shift to mobile has had a huge impact on local search results for multi-location business in retail, banking and service industries. Optimized mobile experiences including mobile pages, listings, offers and store finders are proving to deliver the cheapest search traffic; often 90% less the SEM. Managing and measuring mobile local search traffic will prove to be your lowest cost of search traffic and customer acquisition. How to implement local mobile at scale for your multi-location business
  3. 3. THE WORLD OF SEARCH IS GOING MOBILE
  4. 4. @rio_seo / #localseo MOBILE OVERTAKES DESKTOP Mobile has overtaken desktop search for local search query volume 50% of all mobile searches have local intent 78% result in an offline purchase Effective mobile search optimization = Accurate, complete business information
  5. 5. @rio_seo / #localseo CONSUMERS SEARCH WITH LOCAL INTENT ACROSS DEVICES
  6. 6. @rio_seo / #localseo CONSUMERS PURCHASE AT A HIGHER RATE AFTER LOCAL SEARCH
  7. 7. @rio_seo / #localseo 4 NEW MOMENTS EVERY MARKETER SHOULD KNOW
  8. 8. UNLOCK THE MOBILE TRAFFIC GOLDMINE
  9. 9. @rio_seo / #localseo 4 TIPS TO UNLOCK THE UNTAPPED LOW COST TRAFFIC GOLDMINE 1. Create a mobile user experience 2. Ensure your business is listed on search engines and directories 3. Monitor customer sentiment 4. Boost engagement with enhanced content and conversion elements
  10. 10. @rio_seo / #localseo 1. CREATE AN EXPERIENCE MOBILE USERS EXPECT Responsive design for seamless experience Mobile m. website for mobile content Proper meta tags to tell search engines about separate mobile pages Embedded media capabilities on mobile Local search optimized store finder
  11. 11. @rio_seo / #localseo 1.1 How To Test If You’re Mobile Ready? Google Mobile-Friendly Test www.google.com/webmasters/tools/mobile- friendly/ Check Google Search Console (formally Webmaster Tools) Measure mobile analytics Test your site on your phone
  12. 12. @rio_seo / #localseo 2. ENSURE YOUR BUSINESS IS LISTED ON DIRECTORIES Local Citations – Over 50% of business search for business hours, directions and local addresses Industry Citations – Local companies with a national footprint should look for industry- specific citations Niche Citations – get brand mentions and co-citations on social outlets and the trade organization websites that their target market members belong to Recent Reports: Big 3 Account for 96.3% of US Search Traffic http://rioseo.co/SearchEngineStats (searchengineland.com)
  13. 13. @rio_seo / #localseo 2.1 OPTIMIZING YOUR LOCAL DATA Name can include geo-modifier or service Consistent address, local phone number across directories Local business hours and specialty hours Local descriptions to include services offered (i.e. fine jewelry, watches & accessories...) Brand logo, storefront and product images Social media links and additional local info
  14. 14. @rio_seo / #localseo 3. MONITOR YOUR CUSTOMER SENTIMENT 90% of consumers say their buying decisions are influenced by online reviews Measure review sites that matter most for your business Be active on responding to reviews and comments on various channels Facebook comments engagement
  15. 15. @rio_seo / #localseo 4. BOOST ENGAGEMENT WITH APPS & INTEGRATIONS People are spending an average of 30 hours per month engaging with their apps Drive app downloads from local landing pages to gain insight into rich user data Integrate additional elements for mobile users like Wallet (formally Passbook) or Google Wallet options for coupons/promotions Facebook page feed Passbook example
  16. 16. @rio_seo / #localseo 4.1 MEASURE CROSS-CHANNEL FOR LOCAL ROI Measuring analytics from local landing pages on desktop and mobile Monitor user click and search activities for granular insight into mobile behavior Integrate local promotions, coupons or downloads to drive conversions Measure conversions from online to offline with unique promo codes
  17. 17. @rio_seo / #localseo LOCAL SEARCH INSIGHTS Mobile search traffic is attributing over 65% of all traffic to clients with local landing pages A recent client study showed that companies are attracting qualified traffic at less than $0.10 per click from organic search using local SEO Less than 10% of retailers have optimized their mobile finders for best user experience and search visibility Less than 11% of mobile ads in Bing are mobile optimized Optimizing mobile pages for both search and user experience gives you the best chance of garnering very low cost mobile search traffic.
  18. 18. @rio_seo / #localseo
  19. 19. @rio_seo / #localseo
  20. 20. @rio_seo / #localseo WHAT’S NEXT? As the proliferation of beacons, wearables and other smart devices continues to grow, the importance of the ‘mobile moments’ mindset becomes increasingly important.
  21. 21. INITIATING A LOCAL MOBILE STRATEGY
  22. 22. @rio_seo / #localseo START WITH A LOCAL AUDIT Scan for business listings on search engines and directories Check your local rankings for each market you are present Test your website to see if it is currently “mobile-friendly” Measure your reviews and ratings for customer sentiment Assess your web analytics for insights into mobile vs. desktop traffic and conversions
  23. 23. @rio_seo / #localseo IDENTIFY KEYWORD STRATEGY Analyze keywords with high query volumes to inject in content and listings Hyperlocalize content for each location for increased user experience Measure ranking over time for non-branded terms to continue keyword strategies
  24. 24. @rio_seo / #localseo LAUNCH YOUR LOCAL MARKETING Utilize a scalable local CMS that can meet your business needs and objectives Have flexibility to collect unlimited local data around each business including media, social profiles, and more Allow seamless integration between current internal platforms for business data management Have ability to create and manage your store finder and local landing pages
  25. 25. @rio_seo / #localseo DRIVE ROI WITH LOCAL REPORTING Analyze keywords with high query volumes to inject in content and listings Hyperlocalize content for each location for increased user experience Measure ranking over time for non-branded terms to continue keyword strategies
  26. 26. @rio_seo / #localseo TAKEAWAYS It’s imperative to know how your brand stands today in terms of mobile experience and local search visibility Being effective in mobile takes an umbrella approach across SEO, directory listing consistency, user experience, and reputation management Brands can go beyond SEO with integration to cross-channel initiatives like loyalty programs, social feeds, and app downloads Multi-location brands need technology to scale efforts and take ownership of their local search success
  27. 27. @rio_seo / #localseo THANKS FOR JOINING! For News, Case Studies and Press visit Rio SEO online at www.RioSEO.com / 858.529.5005 / @rio_seo / #localseo
  28. 28. @rio_seo / #localseo

Editor's Notes

  • Accurate, complete business information = (NAP, store hours, map listing and directions, in-stock inventory, customer reviews, localized promotions/coupons and more).

    FMJ data: 12,208.89% YoY mobile traffic - in 2015 mobile traffic is 67% of overall site traffic up from 12% in 2014.
  • FMJ QUESTION: How important was mobile when you were thinking about tackling local search?

    Jodie’s answer:
    Mobile is a crucial part of local search.

    When customers are looking for a particular store on their mobile it’s likely that they’re in the area and looking to make a purchase.

    Implementing mobile responsive local search pages was just one way for us to better serve those customers and give them a better experience.

    You definitely don’t want to miss out on mobile-local customers because, as previously mentioned, they tend have a greater intention to make a purchase.

    WARREN TO NOTE? At our customer summit in May this year - Bing shared that 70% of conversions happen within 5 hours of a Bing mobile search


  • FMJ QUESTION: are you observing similar trends on your mobile pages?

    Jodie’s answer:
    For mobile specifically, we’ve seen double the growth in our navigation actions like “view location”, “search for location” and “view map” on our local search pages, which would be our I-Want-To-Go moments.

    And we’re also observing growth in our I-Want-To-Buy moments with a 124% increase in revenue coming from mobile devices.
  • Proper canonical linking – meta tags
    Embedded media capabilities – make sure videos can play

    FMJ QUESTION: how important is mobile as part of your overall digital strategy?

    Jodie’s Answer:
    We’re definitely moving towards a mobile-first approach at Fred Meyer Jewelers. Last year we saw a huge increase in our mobile traffic, especially in Quarter 4, and now our mobile traffic pretty much equals our desktop traffic.

    This trend can also be observed on our local search pages where we’ve seen a 55% increase in the amount of traffic coming from a mobile device.

    I’m sure most of you are aware that Google recently released their “Mobilegeddon” algorithm update that penalizing sites that don’t have a mobile friendly version.

    All of this means that it’s no longer possible for us not to optimize our experiences for mobile.
    would be a very costly mistake.
  • FM: Before working with Rio SEO what were your experiences updating your listings for such a large brand?

    Jodie’s answer:
    It was a nightmare!

    We’re part of the Kroger network of stores so getting even simple changes made to our store listings was a very bureaucratic process.

    Now that we have Rio, we can easily update the listings ourselves within a simple interface and the changes are instantaneous
  • FMJ QUESTION: How do you respond to comments/reviews and social engagement?

    Jodie’s answer:
    We actively monitor our social channels and make sure we respond to our customer comments on a daily basis.

    We’re just a small team so we can’t always respond to our reviews as quickly but we definitely see the value in it.

    It’s important, not just for reputation management, but also to develop relationship with your customers. If someone writes a positive review then it’s great if you can send a reply back saying “hey, thanks for the review. we’re pleased you enjoyed your experience” as it shows the customer you care about their opinion.

    Similarly, if someone writes a bad review, you want to show that you’re doing all you can to make it right for them or they won’t be coming back ever again.
  • FMJ QUESTION: How do you respond to comments/reviews and social engagement?

    NOTE - With a wedding segment, some additional niche sites are also incredibly effective at creating opportunities for feedback and engagement and are important to monitor for mentions.

    FMJ also does well on Pinterest with a follower rate of return on each pin of: 1 pin to 1.38 followers.
  • FMJ QUESTION: are you observing success in conversion events on mobile pages?

    Jodie’s answer:
    We are, we’ve already seen a 49% increase in on-page conversions but what we’re really interested in measuring is the in-store conversion rate since we know that people who make mobile-local searches are highly likely to purchase in-store.

    We’re currently working on a promotion where we’ll offer a unique promo code to customers visiting our local search pages for them to use in-store. We’ll then cross reference the number of redemptions against the amount of traffic we get to the pages while the offer is live.

    That should help give us an idea of the in-store conversion rate of our local search pages.

    WARREN TO NOTE? while on-page is important, make sure that all media buys contain ads that are mobile Optimized, at our customer Summit in May Bing Ads noted that only 11% of Bing ads were mobile optimized- a huge miss considering the traffic shares we are observing for search.

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