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Mobile Search Strategy

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Find out how to build a relevant mobile strategy, optimize your mobile platforms and drive local and mobile traffic.

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Mobile Search Strategy

  1. 1. Building a Mobile Search Optimization Plan October 2013
  2. 2. MEET YOUR PRESENTER Maxime Gaudreau, Eng. VP, Innovation & Digital Performance maxime.gaudreau@iprospect.com Innovation at iProspect: • • • • • Services Portfolio Development Practice Leadership Program New Opportunity Consulting Organizational Change Tools & Technologies
  3. 3. MOBILE ADOPTION
  4. 4. WHAT IS MOBILE?
  5. 5. HOW IS MOBILE DIFFERENT? CONTEXT DEVICE
  6. 6. MOBILE SEARCH OPTIMIZATION PLANNING • Context • Intent • Owned • Rented 1. Analyze 4.Measure • KPIs • Tracking 2. Build 3.Promote • Paid Media • Organic
  7. 7. 1. Analyze Analyze Build Measure Promote Mobile Search in the Customer Journey
  8. 8. WHY DO CONSUMERS SEARCH ON MOBILE DEVICES? Speed & Convenience Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html
  9. 9. MOBILES SEARCHES VARY BY CONTEXT Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html
  10. 10. In mobile search Context is King
  11. 11. Relationships (who & what) Intent (why) Time (when) Types of Context Sentiment (why) Role (who) Location (where) Processes (how) © 2012 R Wang & Insider Associates, LLC.
  12. 12. SEARCH MARKETING IN THE CUSTOMER JOURNEY Traditional vs. Mobile First interaction Awareness Last interaction Consideration Intent Decision Mobile Traditional
  13. 13. CONTEXT IN SEARCH QUERIES “flights to boston” Explicit aspect of query + “iPhone user, Montreal” Implicit aspect of query = “I intend to find an iPhone-friendly website to shop for flights from Montreal to Boston”
  14. 14. IMPLICIT INTENT IS GROWING
  15. 15. Takeaway #1: Analyze Perform analysis of your customer journey to build assumptions around your mobile audience needs and context. Action Items: 1. Understand the mobile nature of your business 2. Develop mobile use cases for your online personas 3. Perform mobile keyword research and intent analysis
  16. 16. 2. Build Analyze Build Measure Promote Mobile Web Media Optimization
  17. 17. OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE “While many mobile sites were designed with mobile viewing in mind, they weren’t designed to be search friendly.” — Google Search Engine Optimization Starter Guide, 2010
  18. 18. OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE “To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.” — Google, June 11th 2013
  19. 19. THE CUSTOMER SEARCH EXPERIENCE The full site is ranking, no redirect to mobile Not a mobile page!
  20. 20. THE CUSTOMER SEARCH EXPERIENCE The mobile version should be ranking instead.
  21. 21. OPTIONS FOR MOBILE SITE Responsive Dedicated Mobile RESS (Responsive Design + Server Side)
  22. 22. OPTIONS FOR MOBILE SITE: Responsive Layout Starbucks Responsive design is Google’s preferred option Source: http://sixrevisions.com/mobile/methods-mobile-websites/
  23. 23. OPTIONS FOR MOBILE SITE: Dedicated Mobile Walmart Amazon Source: http://sixrevisions.com/mobile/methods-mobile-websites/
  24. 24. OPTIONS FOR MOBILE: Responsive Design + Server Side eHow Slideshare Source: http://sixrevisions.com/mobile/methods-mobile-websites/
  25. 25. ON-SITE CONSIDERATIONS THAT CAN AFFECT MOBILE RANKINGS Common Mistakes: • • • • • • Faulty redirects Unplayable video App download interstitials Irrelevant cross-linking Slow page speed Smartphone-only 404
  26. 26. LOCAL SEARCH & MOBILE DEVICES Significant percentage of queries are by searchers looking for local information. Source: http://chitika.com/insights/2012/
  27. 27. MOBILE SEARCHERS NEEDS & EXPECTATIONS Source : http://www.telmetrics.com/xadtelmetrics-mobile-path-to-purchase-study/
  28. 28. LOCAL PRESENCE OPTIMIZATION: GOOGLE+ PAGE Query: “sports store” from iProspect office, iPhone Top ranking result has close location and strong associated Google+ page: https://plus.google.com/115615218594 564506930/posts?hl=en
  29. 29. Takeaway #2: Build Optimize your web media for mobile devices and customer experience. Action Items: 1. Perform mobile searcher & website user experience audit 2. Perform mobile SEO audit 3. Build a mobile website with a great user experience 4. Optimize Google+ pages
  30. 30. 3. Promote Analyze Build Measure Promote Gaining visibility in mobile search
  31. 31. Mobile Offsite SEO Tactics = Traditional Offsite SEO Tactics + Local Presence
  32. 32. OPTIMIZING LOCAL VISIBILITY Reviews (native & 3rd party) Google+ Social Signals (+1’s & shares) Citations (accurate & consistent, structured & unstructured)
  33. 33. MOBILE & PPC • Location Bid Adjustments: Increase bids based on particular towns or business areas • Location Extensions with mobile strategy: allocate specific location extensions to your ad
  34. 34. MOBILE & PPC • Call Extensions: Use click-to-call extensions to let customers contact your business directly via their phones through mobile search ads
  35. 35. MOBILE & PPC • Mobile Ad Sitelinks : Specify pages that mobile users might be looking, for such as “Store Finder” or “Sales”
  36. 36. MOBILE & PPC • Apps Extensions : Drive downloads of your mobile app on the Google search page
  37. 37. Takeaway #3: Promote Promote your mobile presence through paid and organic search channels. Action Items: • Acquire links – traditional SEO • Perform Google+ local offsite optimization • Improve paid search ad targeting for mobile users and devices
  38. 38. Measure Analyze Build Measure Promote Tracking Mobile Search Success
  39. 39. MOBILE KPIS: MICRO CONVERSIONS • Looking at mobile customer-tobusiness touch points • Click-to-call • Directions (map) • Versions switching (between mobile and full) • Store locator (on mobile devices)
  40. 40. Takeaway #4: Measure Establish performance KPIs for mobile and set up appropriate tracking. Action Items: 1. Identify KPIs based on key customer touch points 2. Track and measure KPIs
  41. 41. MOBILE SEO ACTION PLAN 1. Analyze Understand the mobile nature of your business 2. Build Perform mobile searcher & website user experience audit Develop mobile use Perform mobile SEO cases for your online audit personas Perform mobile keyword research and intent analysis Build a mobile website with a great user experience Optimize Google+ pages 3. Promote 4. Measure Acquire links – traditional SEO Identify KPIs based on key customer touch points Perform Google+ local offsite Track and measure KPIs Improve paid search ad targeting for mobile users and devices
  42. 42. Q&A

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