Infuse Creative Local/Mobile Search 7 the iPhone - PubCon

Local/Mobile Search and the iPhoneLocal/Mobile Search and the iPhone
www.infusecreative.com
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Presented by Gregory Markel & Infuse Creative, LLC
11.12.08
InnovativeInnovative Search Engine MarketingSearch Engine Marketing
forfor SuperiorSuperior Companies…Companies…
Start
• Why Marketers and Site Owners Should Care about the iPhone
• Organic & Paid-Search Scenarios and Tips
• Basic Marketing Strategies & Free YouTube Solution
• The Future already happened
• Resources

Search Engine StrategiesSearch Engine Strategies 20072007
Mobile Search Optimization:Mobile Search Optimization: What IS Mobile Search in 2007?What IS Mobile Search in 2007?
The Iphone is thetipping point.The Iphone is thetipping point.
Yes, we are optimizers.
But we are also marketers.
And as marketers, we need to reassess just
what Mobile Search and Mobile Marketing
strategies ARE as of August 2007.
Why? It’s no longer a WAP world.
“Oops, I did it
again!”
What is YOUR
IPhone 3G
strategy?
Talkin’ bout’:
• 3G/Wifi
• Apps
• AGPS-location
specific
Game Changer.

LOCAL & THE iPHONELOCAL & THE iPHONE 20082008
Why U Should CareWhy U Should Care:: Critical Mass Has ArrivedCritical Mass Has Arrived
Warning!Warning!
Converging factors are radically
accelerating the direction of mobile
technology/device, market, user adoption,
and marketing opportunities resulting in a
perfect storm.
Amongst them…

Warning!Warning!
• REASON #1 The major Apple competitors are now following the iPhone
big touch screen/true web browser/3G/Location specific form factor:
T-mobile Google phone, Blackberry Storm, & Nokia 5800
Market direction is
now obvious: Big
touch screen,
location specific,
video friendly,
3G/Wifi speeds, &
True Web
Browser…
Are you ready to
“speak” to this
audience?

Warning!Warning!
• REASON #2 Location specific functionality and mobile
messaging/marketing is the “killer app” mobile has been waiting for:
Location detection, customization, mapping and App functionality is a superior
experience to traditional mobile search
Using Cell Tower, Wifi, and “
A-GPS” the iPhone already
knows where you are: Clumsy
and time consuming keyword
geo-qualifiers and “set my
location” check boxes are no
longer needed via many iPhone
apps, search apps and in some
cases, via the iPhone browser.

Warning!Warning!
• REASON #3 Google.com and many websites are seeing iPhone searches
lead all mobile devices in visits: Location detection, customization, mapping
and App functionality is a superior experience to traditional mobile search
It is not unusual to see iPhone
visits in our client analytics
logs beat other mobile
phone/PDA visits by 10 to 1.
TIP! Check your site/client site
web logs to see if addressing the
iPhone visitor makes ROI sense.

Warning!Warning!
• REASON #4 The Apple iPhone is now the #1 selling phone, additionally
App store sales are growing at twice the rate of iTunes music: Both free and
paid iPhone apps are a hit. 100 million apps have been downloaded in two
months.
Gaming, information, search
and location specific
functionality are driving rabid
iPhone App adoption.
TIP! “Search optimization”
should now include an iPhone
app strategy!

Warning!Warning!
• REASON #5 The iPhone Safari browser provides a superior user
experience to traditional mobile browsing: This is the MAIN reason more
people are now accessing the web on their mobile devices.
Short of processing Flash, the
iPhone browser largely
provides a desktop-like user
experience.
TIP! View your site in an iPhone
or at www.deviceanywhere.com
and decide your strategy based
on your experience…is the site
OK as is? Is it all Flash and will
you need to use javascript to
detect iPhone visitors to serve an
iPhone friendly site? Etc., etc..

Warning!Warning!
• REASON #6 iPhone users consume 6 times more data than the average
mobile user: Better user experience and greater bandwidth via 3G and Wifi keep
iPhone users on their devices longer.
The average page size for
iPhone browsing is more than
double the mobile average.
TIP! Know your site visitor
profile/demo and take advantage
of the user experience
sophistication possible on an
iPhone to serve them an iPhone
experience they will want to
come back for…better yet, tie it
into an iPhone App as well that
provides an even better
experience…

Warning!Warning!
• REASON #7 Mobile search is growing dramatically:
comScore M:Metrics reports 68% and 38% growth in the U.S. and Europe
respectively compared to last year.
FYI: Google.com is in the U.S. mobile search lead with 63% of market
share, Yahoo a distant 2nd
with 34%. Germany: 85% Google 9%
Yahoo, UK: 74% Google 16% Yahoo Ref.
Google received 50 times more searches on iPhones over Dec/jan 2008
than from any other mobile handset. Ref.
TIP! Know your site visitor profile/demo and decide whether it is more ROI
friendly to concentrate on Google only at this time, given their wide mobile
search lead.

Warning!Warning!
• REASON #8 U.S. consumers are more interested in the iPhone than any
other phone: Keyword “iPhone” leads competitor keywords in search
queries at Google.com.

Warning!Warning!
• REASON #9 The major search engines are offering iPhone specific user
experiences: Both Google and Yahoo detect iPhone users and serve an iPhone
particular experience, and, both Google and Yahoo also offer an iPhone App.
Google: The location specific nature of the
iPhone app allows you to search locally
automatically and more.
Yahoo: The iPhone app is a “revolutionary
social address book that brings together
your people, your life, and all the ways you
communicate.”
TIP! Try out these apps thinking in relation to
your business & marketing objectives and
see if, or which one you should recommend
to your audience!

Warning!Warning!
• REASON #10 Apple is aggressively pursuing business customers: The
latest version of the iPhone added support for Microsoft Exchange and, Apple’s
own Mobile Me, a “push” email and data service.
35% of Fortune 500 companies are Beta
testing the iPhone for business.
TIP! Watch the outcome of this testing
period…Apple could steal Blackberry and
Windows Mobile share…

Google on an iPhoneGoogle on an iPhone:: Google.com & the Google AppGoogle.com & the Google App
Warning!Warning!
The Google.com and Google iPhone App
each provide differing experiences…
Next, we’ll take a look at the user and
location specific experience in each
scenario as well as how to optimize for
each…

Google on an iPhoneGoogle on an iPhone:: Google.com Organic ResultsGoogle.com Organic Results
Warning!Warning!
• Google.com on an iPhone: Google detects and knows you’re on an iPhone
and also, exactly where you are when your queries are location specific, and
then, serves you a desktop-like experience…
• Non-paid search results are largely the same for
many queries…Integrated News, listings, Video
(Video plays once clicked if from YouTube!),
blogs, books, & products (Unless, one’s query, such
as “real estate” triggers a location specific result
automatically. One can also add a city name or zip
code manually after queries like “movie” or “hotel” or
“restaurant” etc..)
Optimization TIP! Google.com iPhone non-paid
results largely mirror regular desktop non-paid search
results. Include a telephone number if applicable, as
the iPhone will make it click to call friendly.

Google on an iPhoneGoogle on an iPhone:: Google.com Organic ResultsGoogle.com Organic Results
Warning!Warning!
• Google.com on an iPhone: Google detects and knows you’re on an iPhone
and also, exactly where you are when your queries are location specific, and
then, serves you a desktop-like experience…
• As of November 11th
, iPhone users entering thru
Google.com will get a specially formatted version
of Google with ability to call and display maps
directly in results.

Google on an iPhoneGoogle on an iPhone:: Google.com Paid ResultsGoogle.com Paid Results
Warning!Warning!
• Google.com paid search on an iPhone: While Google says that paid search
on an iPhone displays the same as if on a desktop, we find this to be not exactly
true…
• Paid Results appear only at top of
listings, and NOT on right side
(These are usually pulled from the top
3 paid advertiser positions)
Optimization TIP! Until this is
addressed by Google, you will need
to have a top 3 position performing
paid search ad to appear in an iPhone
browser search result. Include a
telephone number if applicable, as the
iPhone will make it click to call
friendly.

Location! Location!Location! Location!:: The Google iPhone AppThe Google iPhone App
Warning!Warning!
• Google provides a FREE Google search App for the iPhone: Available via
the iTunes App store, it allows one to search one’s iPhone contacts, history,
popular query short cuts, regular results, and importantly, location specifically.
• The Google iPhone App provides
suggestions with each letter that I
type: These include my iPhone
contacts, suggested websites, my
search history, popular queries, and
location specific…

Warning!Warning!
• I can search locally as an option simply by clicking on the
search magnifying glass in my current result…

Warning!Warning!
• I can select the local shop I want…

Warning!Warning!
• I can view the shop and others on a map…

Warning!Warning!
• And then either call, by clicking on the link, or, get turn by
turn directions from my current location…
Optimization TIP!
Remember, the iPhone
knows where the iPhone
owner is located 24/7, so
to make your business or
client location searchable
at both Google.com and
the Google App, list
them with
Google Local Business!

iPhone SearchiPhone Search:: The Future without keywordsThe Future without keywords
Warning!Warning!
The day will soon come when location detection and
user behavior on an iPhone or device like it will
render keyword optimization obsolete for certain
types of searches…
Instead, the “smart app” combined with the “smart
phone” and “location detection” will find what the
user is looking for without keywords and with
minimal clicking, in fact, with “shaking”…
Wait, the future is already here:
View video Visit site

iPhone SearchiPhone Search:: The Future without keywordsThe Future without keywords
Warning!Warning!
View video Visit site

iPhone SearchiPhone Search:: Basic Key Marketing TipsBasic Key Marketing Tips
Warning!Warning!
• Check your, or your clients web analytics to gauge current daily iPhone
visit count…you should now see month over month growth…is it worth
addressing yet?
• Remember that the location specific nature of the iPhone is the “killer
app.” Optimize/create & market to that in both Google.com and iPhone App
search
• So, you don’t have an iPhone friendly site, eh? But do you have videos on your
site? Yes?...Then how about a FREE interim solution until you can make your entire
site iPhone friendly?
A) Set up a free YouTube user channel for your videos
B) Create an iPhone friendly page to link to it’s URL from
C) Use an iPhone access detection & redirect javascript on your homepage to detect
iPhone users and send them to your iPhone page that links to your YouTube user
MOBILE channel ala m.youtube.com/yourchannel and…
VOILA! You have a FREE iPhone AND Treo & Blackberry friendly experience via
YouTube video!

Warning!Warning!
ResourcesResources:: Helpful iPhone & Search Related LinksHelpful iPhone & Search Related Links
Site Check & Detect
Check your site for iPhone friendliness: http://www.deviceanywhere.com/
iPhone access javascript detection & redirect;
http://www.askdavetaylor.com/detect_apple_iphone_user_web_site_server.html &
http://www.dotcomyourbusinesstoday.com/javascript/detect-iphoneipod-touch-user-coming-to-your-site/
iPhone & Mobile search stats
M:Metrics April 2008 (Pre-3G): http://www.intomobile.com/2008/04/07/mmetrics-iphone-stats.html
June 2008 U.S. usage (Pre-3G): http://asia.cnet.com/blogs/infochat/post.htm?id=63004236
Neilsen 2008 (Pre-3G): http://www.nielsenmobile.com/html/press%20releases/iPhone3G.html
M Search Groove: http://www.msearchgroove.com/
Google Links
Google Mobile Blog: http://googlemobile.blogspot.com/
Google Mobile Blog iPhone related: http://googlemobile.blogspot.com/search?q=iphone
Google iPhone App: http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=284815942&mt=8
Google Local Business (To be found in location specific searches): https://www.google.com/local/add/
Apple Links
iPhone App & developer site: http://developer.apple.com/iphone/
Site Optimization for iPhone Links
6 tips to optimize your site for iPhone: http://iphonemicrosites.com/articles/6-tips-to-optimize-your-current-site-for-the-iphone/
Web pages for the iPhone: http://webdesign.about.com/od/pdas/a/aa070207.htm
Location Specific iPhone Apps We Like (Get em at the Apple store)
Taxi!, YPMobile, Yelp, WikiMe, WhosHere, Traffic, Now, hotels.com, Home Finder, CraigsMobile, AroundMe, iWant, Trulia,
Where to?, Nearby, Where, G-Park, Urbanspoon
More: http://radar.oreilly.com/2008/07/iphone-location-aware-apps.html

ThankYouThankYou
1010
SEARCHSEARCH
May you find what you’re looking for.May you find what you’re looking for.
Thank you.Thank you.
Infuse Creative, LLCInfuse Creative, LLC
www.infusecreative.comwww.infusecreative.com
E: info@infusecreative.comE: info@infusecreative.com
T: 323-960-7790T: 323-960-7790

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