Mobile Search - an extra or an essential?<br />Simon Andrews        <br />simon@addictivemobile.com<br />@addictivemobile<...
Mobile search forecastto be bigger than display<br />
An extra or an essential?<br />An extra<br />“ When I have got Google working my priority is Bing and Yahoo. Mobile is a l...
An extra or an essential?<br />An extra<br />“ When I have got Google working my priority is Bing and Yahoo. Mobile is a l...
Or maybe it’s both…<br />“…mobile search is largely “additive” to <br />PC search. <br />…mobile queries spike when people...
Smartphone behaviour different to feature phones..<br />“What we found is that consumers who use high-end mobile devices, ...
“The new rule; Mobile first”<br />Eric Schmidt<br />
Google is the key player<br />Source – Opera – which excludes iphones etc <br />
Search & social dominate mobile<br />
Some things make more sense on mobile<br />
Click to call<br />Consumers that click to call are;<br />22 % more likely to be more relevant than other lead sources and...
Location<br />Location makes search more actionable.<br />37% of local online searchers visited a business in person<br />...
New opportunity for retail<br />
Mobile SEO<br />Same rules apply to mobile SEO as PC SEO<br />But…<br />Google can redraw your webpage to make it work bet...
High degree of optimisation  now possible<br />|13 January 2008<br />|Course Title<br />|16<br />
More tools coming soon?<br />
Smart people are wasting money<br />
3 key questions<br />What % of site traffic comes from iphones etc<br />How does your site perform on iphone and other sma...
Unlocking value<br />Mobile searchOn<br />Typically 5+%  mobile<br />Are landing pages optimised?<br />Overall search perf...
Unlocking value<br />Mobile searchOn<br />Typically 5+% mobile<br />Are landing pages optimised?<br />Overall search perfo...
Top Tips<br />Mobile search On<br />Understand % of site & search traffic from mobile<br />Are searches likely to be usefu...
Top Tips<br />Mobile search On<br />Understand % of site & search traffic from mobile<br />Are searches likely to be usefu...
It’s time to experiment<br />
Thank You<br />Simon Andrews        <br />simon@addictivemobile.com<br />@addictivemobile<br />
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Mobile Search - an extra or essential?

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A deck we presented at the IAB in London on April 7 -- opening up a session on mobile search where Google and Yahoo and others shared their views on this key area.

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Mobile Search - an extra or essential?

  1. 1. Mobile Search - an extra or an essential?<br />Simon Andrews <br />simon@addictivemobile.com<br />@addictivemobile<br />
  2. 2.
  3. 3. Mobile search forecastto be bigger than display<br />
  4. 4. An extra or an essential?<br />An extra<br />“ When I have got Google working my priority is Bing and Yahoo. Mobile is a long way down my priorities”<br />
  5. 5. An extra or an essential?<br />An extra<br />“ When I have got Google working my priority is Bing and Yahoo. Mobile is a long way down my priorities”<br />An essential<br />“Our customers are really into mobile so it’s crucial I get this right. And if my competitors are slow…”<br />
  6. 6. Or maybe it’s both…<br />“…mobile search is largely “additive” to <br />PC search. <br />…mobile queries spike when people are away from their desks — during lunch, on the weekends, etc.”<br />Vic Gundotra - Google<br />
  7. 7. Smartphone behaviour different to feature phones..<br />“What we found is that consumers who use high-end mobile devices, their search behavior is very similar to what we’re seeing on the PC” <br />“Consumers are searching for info from a wide variety of topics – compared to a narrow variety when it comes to feature phones.” <br />Diana Pouliot - Google<br />
  8. 8. “The new rule; Mobile first”<br />Eric Schmidt<br />
  9. 9. Google is the key player<br />Source – Opera – which excludes iphones etc <br />
  10. 10. Search & social dominate mobile<br />
  11. 11. Some things make more sense on mobile<br />
  12. 12. Click to call<br />Consumers that click to call are;<br />22 % more likely to be more relevant than other lead sources and <br />31 % were more likely to result in an appointment than other lead sources. <br />Source; Google case study<br />
  13. 13. Location<br />Location makes search more actionable.<br />37% of local online searchers visited a business in person<br />46% of local online searchers contacted a business by telephone. <br />
  14. 14. New opportunity for retail<br />
  15. 15. Mobile SEO<br />Same rules apply to mobile SEO as PC SEO<br />But…<br />Google can redraw your webpage to make it work better on mobile<br />Mobile friendly pages not rewarded by page rank – yet!!!!<br />
  16. 16. High degree of optimisation now possible<br />|13 January 2008<br />|Course Title<br />|16<br />
  17. 17. More tools coming soon?<br />
  18. 18. Smart people are wasting money<br />
  19. 19. 3 key questions<br />What % of site traffic comes from iphones etc<br />How does your site perform on iphone and other smartphones?<br />Is your mobile search turned on or off<br />
  20. 20. Unlocking value<br />Mobile searchOn<br />Typically 5+% mobile<br />Are landing pages optimised?<br />Overall search performance compromised?<br />
  21. 21. Unlocking value<br />Mobile searchOn<br />Typically 5+% mobile<br />Are landing pages optimised?<br />Overall search performance compromised?<br />Mobile search Off<br />Typically good volumes for most search terms<br />Often lower prices as less contested<br />
  22. 22. Top Tips<br />Mobile search On<br />Understand % of site & search traffic from mobile<br />Are searches likely to be useful for searcher?<br />Calculate cost of wasted searches<br />= budget for mobile optimisation of site<br />
  23. 23. Top Tips<br />Mobile search On<br />Understand % of site & search traffic from mobile<br />Are searches likely to be useful for searcher?<br />Calculate cost of wasted searches<br />= budget for mobile optimisation of site<br />Mobile search Off<br />Understand size of mobile search opportunity<br />Calculate impact of additional volume on business metrics<br />= budget for mobile optimisation of site<br />
  24. 24.
  25. 25. It’s time to experiment<br />
  26. 26. Thank You<br />Simon Andrews <br />simon@addictivemobile.com<br />@addictivemobile<br />

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