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.

Smx west multiplatform search behavior meunier


Published on

  • Be the first to comment

  • Be the first to like this

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:
  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:
  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: , 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:
  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:
  17. 17. Gesture Search Source:
  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:
  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