The document discusses how mobile search is predicted to exceed desktop search in 2013. It outlines trends driving this shift, including rapid mobile device adoption and tablets replacing desktop use cases. The document then provides eight plays or recommendations for SEO strategies to adapt to the mobile-first environment, such as understanding mobile's business impact, segmenting traffic and content, and optimizing for performance on mobile.

1. CONTENT
STRATEGY
LOCAL
ANALYTICS
MULTI-
DEVICE
>
“MOBILE”

2. INTRODUCTION
2013 Will Be The Year Mobile Search Begins to Exceed Desktop Search
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3. TRENDS
1. Mobile Growth and Device Adoption
2. The Word “Mobile” is Becoming Outdated
3. Tablets Will Likely Replace Majority of Desktop Use Cases
4. HTML5 & Responsive Web Design Continues to Grow but Has
Challenges
5. Mobile Ecommerce is Growing
03

4. 1. MOBILE GROWTH AND DEVICE ADOPTION
03

5. 2. THE WORD “MOBILE” IS BECOMING
OUTDATED
http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/
03

6. 3. TABLETS WILL REPLACE MAJORITY OF
DESKTOP USE CASES
DESKTOPS
&
LAPTOPS
03

7. 4. HTML5 & Responsive Web Continues to Grow
but Has Challenges
HTML5
03

8. 5. Mobile Ecommerce is Growing
03

9. 5. Mobile Ecommerce is Growing
03

10. MOBILE SEO PLAYS
1. Understand the impact of mobile on your business
2. Start tracking mobile search behavior and get user-centric
3. Understand mobile search patterns
4. Segment your traffic, keywords, content and users
5. Plan for mobile first
6. Build your content marketing strategy around mobile
7. Optimize for mobile devices
8. Build a mobile content ecosystem
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11. PLAY #1: UNDERSTAND THE IMPACT OF MOBILE
ON YOUR BUSINESS
Critical Questions to Answer
@ What is the impact of local?
This will be fairly obvious for your business but deciding early whether you need
to optimize for local search will have a big impact on your content strategy.
Z What is the traffic breakdown by devices?
Many companies are just beginning to measure the breakdown of traffic by
device. Important KPIs to measure include not only traffic by device type today
but, more importantly, month over month growth rate by device type.
$ How does engagement differ by devices?
You need to measure not only engagement and conversions broken down by device
but also whether there is shared behavior between devices by a single user.
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12. PLAY #2: START TRACKING MOBILE USER
BEHAVIOR AND GET USER-CENTRIC
Can you answer:
How does engagement differ
by devices per user?
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13. PLAY #2: START TRACKING MOBILE USER
BEHAVIOR AND GET USER-CENTRIC
09

14. PLAY #2: START TRACKING MOBILE USER
BEHAVIOR AND GET USER-CENTRIC
09

15. PLAY #2: START TRACKING MOBILE USER
BEHAVIOR AND GET USER-CENTRIC
09

16. PLAY #3: UNDERSTAND MOBILE SEARCH PATTERNS
Benchmark Your Business Against Mobile Search Patterns Globally
Globally Your Business
Local Search Queries
Retail-related Queries
Branded Queries
Queries with Purchase Intent
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17. PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS,
CONTENT & USERS
Keyword
Segmentation is critical to Segmentation
building SEO strategy
Traffic Content User
Segmentation Strategy Segmentation
Content
Segmentation
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18. PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS,
CONTENT & USERS
Traffic Content Keyword User
Segmentation Segmentation Segmentation Segmentation
Location HTML Branded Demographics
Devices Video Head Behavior
Traffic Sources E-Books Long Tail Social Networks
Conversions Images Campaigns LTV
Apps Competitive Psychographic
09

19. PLAY #5: PLAN FOR MOBILE FIRST
C
The Cloud
Mobile Design Patterns
Responsive Web Design vs. Separate Sub-domains
Content Consumption on Smartphones vs. Tablets vs. Desktop
Mobile Strategy Pyramid
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20. PLAY #6: BUILD YOUR CONTENT MARKETING
STRATEGY AROUND MOBILE
3 Executive & Organizational Buy-In
3 Build Mobile KPIs as part of your organization
3 Plan for mobile distribution
3 Offsite / Multi-channel content
3 Email is Critical - Targeted email essential
3 Competitive Benchmarking
3 New measurement platforms are required
3 Consider app strategy
3 Budget Creation
3 Editorial Calendar
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21. PLAY #7: OPTIMIZE FOR MOBILE DEVICES
Q Optimize for Performance and Usability
2 Fix metadata
R Encourage & Enable Shareability
y Decide on Responsive vs. Mobile Site
! Stop using Flash
@ Optimize for Local (if relevant)
s Aim for Top 3 and Universal Search Placement
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22. PLAY #8: BUILD A MOBILE CONTENT ECOSYSTEM
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23. CONTACT GINZAMETRICS
North America
Ginzamarkets, Inc.
444 Castro Street, 12th Floor
Mountain View, CA 94041
+1-888-469-2707
Email: hello@ginzametrics.com
Visit our website: www.ginzametrics.com
Asia
Ginzamarkets, K.K.
Shiodome Shibarikyu Building 21F
1-2-3 Kaigan
Minato-ku, Tokyo 105-0022
Japan
+81-3-6893-5580
Email: hello-jp@ginzametrics.com
Visit our website: www.ginzametrics.jp