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Life on mobile. Practical local seo


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Life on mobile. Practical local seo

  1. 1. Life on mobile Practical Local SEO Friday, 13th May 2016
  2. 2. Introduction Gerald Murphy
  3. 3. Sections of this presentation Life on mobile, Practical Local SEO Mobile user behaviour Boring history (good for predicting the future)Future of search An overview of local search
  4. 4. Origin of mobile 1928One-way wireless communication Car and mobile radio Glavin Manufacturing Corporation • Soon Motorola 1940 Two-way wireless communication Handie-Talkie (late 1940) Walkie-Talkie (1942) Backpack US Army Signal Corps Copyright granted for reuse by Matti Mattila
  5. 5. Fast-forward to 1991 • In 1991, Mark Weiser, a US scientist, coined the terms: › Inch-sized computer › Mobile › Foot-sized computer › Tablet › Yard-sized computer › Web-enabled TV Mobile was mapped out Organisation for Economic Co-operation and Development said in June 2010 mobile had: 1.5 times fixed broadband
  6. 6. Mobiles • Most personal and confidential piece of technological device • Used in active or personal contexts and activities in a natural and dynamic way • Used in a variety of situations: The here and now Rush While commuting To fill idle time While queuing At home Comfortably sitting on the sofa
  7. 7. What do we know about mobile? Mobile is one of the most under-researched areas, academically
  8. 8. What do we know about mobile?
  9. 9. What we know about mobile Lots of things, or is it? Visually the same as desktop
  10. 10. F-shaped pattern • We scan webpages in a F shape • Have you ever seen a navigation bar on the right hand side? The drop is no surprise
  11. 11. Right-hand PPC ads removal has aligned search
  12. 12. What we know about mobile Lots of things, or is it? Size of screen does not matter
  13. 13. What we know about mobile Lots of things, or is it? Social activity
  14. 14. What we know about mobile Lots of things, or is it? Reduces button tapping accuracy by 30%
  15. 15. What we know about mobile Lots of things, or is it? Clutter free
  16. 16. What we know about mobile Lots of things, or is it? High-end mobiles are similar to desktop searchers
  17. 17. What we know about mobile Lots of things, or is it? Good abandonment is higher
  18. 18. What we know about mobile Lots of things, or is it? ~70% of searches in work or at home
  19. 19. What we know about mobile Lots of things, or is it? Mostly static searches
  20. 20. What we know about mobile Lots of things, or is it? Visually the same as desktop Size of screen does not matter Social activity Reduces button tapping accuracy by 30% Clutter free High-end mobiles are similar to desktop searchers Good abandonment is higher ~70% of searches in work or at home Mostly static searches
  21. 21. Mobile has come a long way! • Blood pressure monitors • Skin conduction • Respiration sensors In 2001 81% accuracy
  22. 22. Mobile merges properties Length Breadth Height
  23. 23. One thing search engines are now attempting to do, through apps, is to enhance mobile search software as manufactures enhance hardware
  24. 24. Google Now on Tap • Mobile hardware has positively evolved – Smaller, thinner handsets – Better cameras etc • Now attempts to evolve mobile software through search using an App • Integrated with Google Now – Get recommendations (aiding Google to better personalize your content) – Carry out further searches directly in a third party app
  25. 25. Task continuation is important on mobile devices
  26. 26. Keywords
  27. 27. Mobile keywords We were more concerned about minimizing the number of typed search terms Mid noughties, average number of search queries was 16 characters Conversational search (shifted the SEO landscape more toward long tail keyword optimization)
  28. 28. Keywords Environment Gender Age Location Culture Linguistics Voice search Use of words and phrases
  29. 29. Keywords Use of words and phrases iPhone Mobile technology explosion 1 or 2 words? What the hell happened?
  30. 30. Voice search is going to diminish the searcher’s use of incorrect keywords and therefore impact exact phrase keywords
  31. 31. Categorising search queries • When we search we often think of things we do not type Samsung Galaxy Edge 7 Cognition subjective reviews on comprehensive information Exhaustive Comprehensible Objective Subjective Concrete Abstract We often think with these keywords but we do not type them
  32. 32. Semantically, renaming search queries Direct [subjective 5 star hotel in Miami] Transformed [review latest blackberry handset] None [blackberry] No more informational, navigational, transactional, connectivity 0 0.5 1 1.5 2 2.5 3 3.5 Nouns (unique) Nouns (overlapping) Verbs Adjectives Difference between typed and voice search queries and their component words Typed queries Voice search Transactional Informational
  33. 33. Mobile
  34. 34. Boredom and mobile interaction . More indicative of boredom Switching phone on Changing screen orientation Not so indicative Social network notifications Frequency of open notification centre Change screen status App launches Charging time Amount of transmitted data Activesearch forstimuli Analysing if we are bored
  35. 35. Google Now • There: › to support task continuation › help bored searchers Purpose for mobile search Boredom state I don’t like, I’m bored Boredom trait I used to like, but now I’m bored
  36. 36. Boredom and search • Mobile has an ephemeral nature . Evoked by an urgent need When is the next bus home? Location-based filtering Semantic tools
  37. 37. Boredom and search • Mobile has an ephemeral nature . Triggered by desire to fill idle time Funniest cinema movies Mobile-tailored content Social tagging
  38. 38. Boredom and search • Mobile has an ephemeral nature . Prompted by an event, situation, no need to fill Which cinema shows the film I just seen the announcement about? Ephemeral need, response is not yet needed
  39. 39. Local SEO
  40. 40. Requirements • Physical store (address) • Localised phone numbers • Personalised, unique content per location/store • Store directory • Static store page Homepage London Manchester Glasgow Store directory
  41. 41. Local search engines • Local search engines do not offer an advantage over a global search engine • Google had the highest recall score (42%) compared to local search engines • Search engine indexes are completely different All The Web Hot Bot Google Altavista Wisisimo Excite Surfwax NZExplorer SearchNZ Search Now Meta search engines Local search engines
  42. 42. Global engine, behaviour and bias • We often click on Points of Interest (POI) up to 3,000 meters away • Engines prefer to rank stores that are within 2,000 meters away
  43. 43. We look local • Implicit and explicit geo searches • 30% reduction in performance tapping buttons when walking – When we walk our arms move vertically – This is why voice search exists Click-through rates
  44. 44. Our behavior changes depending upon transport method Our search behaviour changes on public transport – Stronger observation on public transport – Momentarily passes on the street • Not an issue • Continue walking • Unwanted attention quickly passes
  45. 45. Local SEO, aligning with PPC? • Engines may soon process mobile queries like PPC, whereby: – Location – Time of day – Day of week – Weather conditions – Current activity of user – Temporal patterns (i.e. weekday vs weekend) • Will be factored into a mobile search
  46. 46. Let’s go, local SEO…
  47. 47. Thank you, Graham Charlton
  48. 48. Set up a Google My Business account Free and easy to use Bulk upload locations Impression data to refine your campaign NAP
  49. 49. Have a fast, responsive website
  50. 50. Conduct extensive keyword research
  51. 51. Use Google Search Console Free Manual penalty checker Impression share by device Schema
  52. 52. Understanding your audience What content is your audience looking for? Linguistic consideration
  53. 53. Google Maps Claim your physical address
  54. 54. Keep up-to-date with SEO algorithms
  55. 55. Flourish on a store page Personalised content Embedded Google Map* *UK market Directions Advanced on-page SEO
  56. 56. Advanced on-page SEO Hilary Clinton Democrats US president nominee hopeful AmericaNew York Washington
  57. 57. Blog Write for your physical audience Think long tail QDF and evergreen content Links, all types Scanable content
  58. 58. References • Kato, M.P., Yamaoto, T., Ohshima, H., and Tanaka, K. Cognitive search intents hidden behind queries: A user study on query formulations. WWW ‘14 Companion • Schilit, B. N. Mobile computing: Looking to the future. Computer. • Gomez-Barroso, J. L. Factors required for mobile search going mainstream. Online Information Review. 36(6) • Xu, Z., Luo, X., Yu, J., and Xu, W. Measuring semantic similarity between words by removing noise and redundancy in web snippets. John Wiley & Sons Ltd. • Matic, A., Pielot, M. and Oliver, N. Boredom-computer interaction: Boredom proneness and the use of smartphone. • Lane, N., Lymberopoulos, D., Zhao, F., Campbell, A. T. Hapori: Context-based local search for mobile phones using community behavioural modeling and similarity. Ubicomp. • Goldsten, J., Kantrowitz, M., Mittal, V., and Carbonell, J. Summarising text documents: Sentence and evaluation metrics. • Crossan, A., Murray-Smith, R., Brewser, S., Kelly, J., Musizza, B. Kelly, S.Gait phase effects in mobile interaction. CHI 2005. • Vang, K. J. Ethics of Google’s Knowledge Graph: Some considerations. Journal of Information, Communication and Ethics in Society. • Pielot, M. Dingler, T. Pedro, J. S., and Oliver, N. When attention is not scarce – detecting boredom from mobile phone usage. Ubicomp. • Kamvar, M. and Baluja, S. A large scale study of wireless search behavior: Google mobile search. CHI. • Lei, Y., Uren, V., Motta, E. SemSearch: A search engine for the semantic web. Key readings
  59. 59. The future of search
  60. 60. Mobile will kill links
  61. 61. Mobile will bring use closer to the searcher Linking technology with the searcher Link-less world Mobile Conversational search Artificial Intelligence Sweat glands Technology Predictive search Semantics Internet of Things Semantics, technology and mobile Snippet length Query type, mobile
  62. 62. Summary Mobile is HUGE Mobile is under- researched Mobile behvaiour is complex Google Now on Tap Evoked by an urgent need Triggered by desire to fill idle time Prompted by an event, situation, no need to fill Practical Local SEO tips Think of the future
  63. 63. Thank you!