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Smx west multiplatform search behavior meunier

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Smx west multiplatform search behavior meunier

  1. 1. MOBILE SEARCH BEHAVIOR: IMPLICATIONS FOR MARKETERS <ul><li>Multiplatform Search Behavior, SMX West, March 9, 2011 </li></ul><ul><li>Bryson Meunier </li></ul><ul><li>Associate Director, Content Solutions </li></ul><ul><li>Resolution Media </li></ul><ul><li>@brysonmeunier </li></ul>
  2. 2. We Deliver Digital Solutions For The World’s Top Brands
  3. 3. Get Out Your QR Code Readers!
  4. 4. Questions for Marketers <ul><li>Who is the mobile searcher and how does she act? </li></ul><ul><li>Does the behavior differ from that of desktop searchers? </li></ul><ul><li>Do I need to alter my marketing plan to account for this new behavior? </li></ul>
  5. 5. Agenda <ul><li>Brief History of Mobile Search </li></ul><ul><li>Research Highlights </li></ul><ul><li>New Insights into Mobile Search Behavior </li></ul><ul><li>Future Considerations </li></ul><ul><li>Best Practices for Marketers </li></ul><ul><li>Free Mobile Keyword List with Volume </li></ul>
  6. 6. Brief History of Mobile Search WAP search 2001 Smartphone and Tablet Search 2005-present Future: Augmented Humanity Contextual Discovery
  7. 7. Research Highlights
  8. 8. Research Highlights <ul><li>Entertainment Top Category </li></ul><ul><li>Mobile users task-oriented </li></ul><ul><li>Information needs related to trivia and location </li></ul><ul><li>Categories Similar Across Desktop and Smartphone </li></ul><ul><li>Good Abandonment Rates in Mobile Search </li></ul>
  9. 9. New Insights into Mobile Search Behavior
  10. 10. Brand Considerations <ul><li>Mobile searchers twice as likely to search for your brand name than when searching from the desktop. </li></ul><ul><li>Navigational searches likely in mobile </li></ul>Source: Covario data: http://searchengineland.com/the-mobile-web-is-finally-here-are-you-ready-39683
  11. 11. Top 25 Google Mobile Keywords Source: Google Keyword Tool data for 34k mobile queries, March 2011
  12. 12. Engagement <ul><li>Higher mobile (smartphone) volume on weekends </li></ul><ul><li>Many mobile searchers search when away from PC, not in lieu of searching on PC </li></ul>Source: http://blog.efrontier.com/insights/2011/03/mobile-search-user-behavior-is-changing-rapidly-and-marketing-opportunities-abound-.html http://blog.performics.com/search/2010/12/was-2010-the-year-for-mobile-search.html
  13. 13. Engagement <ul><li>Organic CTR often much higher than desktop </li></ul><ul><li>Brand-loyal CTR for relevant category more than 5x higher than desktop </li></ul><ul><li>Brand-agnostic CTR almost 10x higher </li></ul>Source: Google Webmaster Tools data
  14. 14. Organic Engagement with Smartphone Search Results Smartphone CTR by position Desktop click distribution Source: http://www.prweb.com/releases/2010/06/prweb4184374.htm , Smartphone CTR per position for 26k keywords over 6 domains in different industries for 30 days
  15. 15. Higher Conversion Rates With Mobile Content <ul><li>Conversion rates are typically low when mobile searchers are given desktop content </li></ul><ul><li>Providing mobile-formatted or mobile-specific content to mobile users can increase conversion rates by 75% </li></ul>Source: http://www.findresolution.com/2009/02/whats-next-for-paid-search.html http://blogs.omniture.com/2010/04/01/do-mobile-optimized-experiences-improve-engagement-on-super-phones-and-tablets-like-the-ipad/
  16. 16. Voice Search <ul><li>Queries more local in nature and represent an immediate need </li></ul><ul><li>Queries generally longer, between 5-6 words </li></ul><ul><li>7% of iPhone queries spoken vs 25% of Android queries </li></ul>Source: http://internet2go.net/news/data-and-forecasts/google-voice-search-7-iphone-25-android http://www.maryamgarrett.com/Interspeech_v4.pdf
  17. 17. Gesture Search Source: http://research.google.com/pubs/pub36911.html
  18. 18. App Store Search <ul><li>App Keywords can differ dramatically from mobile search keywords </li></ul><ul><li>Most people search by app function rather than app name </li></ul><ul><li>People search for apps most at night and on weekends </li></ul>Source: http://www.getjar.com/site/top-search-queries/ http://chomp.com/etc/chomp-charts/jan-2011
  19. 19. Smartphone Searcher Personas Source: Mobile site audit based on client data including 2609 smartphone queries
  20. 20. Future Considerations <ul><li>Mobile Visual Search </li></ul><ul><li>Tablet vs Mobile vs Desktop </li></ul><ul><li>Augmented Humanity/Contextual Discovery </li></ul>
  21. 21. Best Practices for Marketers <ul><li>Build mobile user experiences with mobile keywords </li></ul><ul><li>Bid on brand terms for mobile search </li></ul><ul><li>Build out phonetic paid search campaigns for key terms for voice search </li></ul><ul><li>Understand how good abandonment affects your campaigns </li></ul><ul><li>Optimize images for Google Image Search </li></ul><ul><li>Optimize apps for app-specific queries </li></ul><ul><li>Encourage mobile user to bookmark site </li></ul><ul><li>Understand your mobile user with searcher personas based on data </li></ul><ul><li>Test and learn </li></ul>
  22. 22. THANK YOU! Use QR code reader like Google Goggles for a copy of this presentation and full list of top Google mobile keywords

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