Mobile growth demands more from content - Future Female Seminar

Future Female Meetup: Visibility loves content
Mobile growth demands
more from content
Lauri Lähteenmäki, Senior Consultant, KliKKi
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at info@klikki.com

Mobile phones in Finland Mobile web daily usage

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90% Of smartphone users
research online

Mobile searches – Finland
CAREFUL FORECAST
60,00 %
50,00 %
40,00 %
30,00 %
20,00 %
10,00 %
0,00 %
Google mobile searches (Tablets not included)
Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha

Mobile searches - Finland
FORECAST
70,00 %
60,00 %
50,00 %
40,00 %
30,00 %
20,00 %
10,00 %
0,00 %
Google mobile searches (Tablets not included)
Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha

Do we have content for mobile demand?
CURRENT
CONTENT
COMPETITOR
CONTENT
COMPETITOR-A.COM
COMPETITOR-B.COM
COMPETITOR-C.COM
ASK AND TALK
TO YOUR
CUSTOMERS
OFFER WHAT CUSTOMERS
COMPANY
INSIGHT
WHAT WE THINK
OUR CUSTOMERS
WA N T
WHAT WE
HAVE NOW
WHAT OTHERS
TELL US

Do we have content for mobile demand?
Competitor analysis
Content and usage analysis
Raw data
CURRENT
CONTENT
COMPETITOR
CONTENT
ASK YOUR
CUSTOMERS
COMPANY
INSIGHT
Competetive edge and
Content creation and structure investment
Search behavior analysis
What is target audience searching
for?
What are most common search
terms?
When are searches being made?
Current and potential visibility
Who are our competitors?
Our mobile site vs competition
Our mobile app vs competition
Mobile products vs competition
How is current content responding to
search demand?
Are we missing content?
Site usage vs search demand
What are mobile users buying?
Service planning and priorities
WHAT CUSTOMERS
REALLY LOOK FOR

Results
▪ Most searched content/categories
▪ What are mobile users buying vs
searching
▪ What kind of content has to be
created
▪ What content needs to be optimized
▪ How content needs to be prioritized
for mobile vs desktop
▪ What is needed to outperform
competitors
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Improving visibity
Responsive website and
content optimization for Google

Visibility is a challenge in mobile SERP
4 – 6 results
4 – 6 results
1 – 2 results

Improving mobile visibility via content optimization
Locality
Every fifth
search is local.
Markup
Search
experince is
changing –
stand out with
structured
data.
Speed
- Lose the
heavy stuff or
do it really well

Local search - How to be visible
Keyword, City and Place
in landing page title
Name, Address, Phone
number on page
- Structured & visible
Google Business page
- Title
- Category
- Reviews
Local citations i.e. Yelp
Location keywords in
content text
Reviews
- Quality
- Amount
- Frequency
Social
- Facebook, Twitter
- Google+ authority
Links to site

Markup – Stand out from Google results
Recipies – help you
stand out from the crowd
Reviews – Visibility and
trust, improved CTR
Markup (structured
data)
Is website content with
added standard data
structure. Search
engines use this
structured data to i.e
• improve rankings
• Show improved
search results (rich
snippets)
• connect otherwise
hard to find content
to relevat search
terms.
See http://schema.org
Products – Display price
in search results
Events – Huge boost in
visibility, events to search
results

Markup – how to? (product)
<script type="application/ld+json">
[ {
"@context" : "http://schema.org",
"@type" : "Product",
"name" : "Samsung Galaxy S5",
"image" : "https://kauppa3.dna.fi/static/orderitems/
samsung-galaxy-s5/
samsung_galaxy_s5_white_image1_1.png",
"description" : "Nopeat yhteydet ja innovatiivinen design",
"url" : "https://kauppa3.dna.fi/sopimus/?offering=1106",
"brand" : {
"@type" : "Brand",
"name" : "Samsung"
},
"offers" : {
"@type" : "Offer",
"price" : "16,63 €/kk"
}
}
</script>

Speed does not kill – priotize content with responsive site
• Optimize images, minimize code and
CSS
• Avoid huge images / carousels
• Avoid landing page redirects
• Use content delivery networks (Global
sites)
• Priortize above the fold content
*Crazyegg 8/2013

Companies needs to react as mobile becomes primary device
Know what kind of content and services your customers are looking for
Takeaways
• Website content needs to meet mobile customer demand
• Website structure needs to support mobile user intrests
• Analytics can only tell you how your current website performs
• Ask your customers and benchmark competition
Optimize content for mobile browser
• Be local – create optimize content for local demand
• Stand out – utilize structured data and markup for your content
• Be fast – Google (and users too) – spare no effort in optimizing page load times

Mobile growth demands more from content - Future Female Seminar

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