Analysis of Mobile Search Changes and Traffic Strategies for 2016

1. Mobile Search:
Challenges and Maximizing Traffic
Lauren MacPhail

2. Lauren MacPhail
@LaurenMacPhail
Director, Search and Growth Marketing @ Macy’s
- 9 Years in Digital Marketing
- Agency/B2B/B2C across all tactics

3. 2016 Is The Year Of Mobile…Again

4. We Know It’s Important.

5. Site/Organic Basics
Mobile-Friendly &
Usability Score=80+

6. Paid Search Basics

7. We’re Good.

8. Then This Happened

9. HUGE Bucket Shifts
-40%
0%
40%
80%
120%
May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
SessionsYOY%
Non Trademark - Mobile - Sessions YOY%
SEM
SEO

10. SERPs So Crazy

11. Text Ad Impressions and Clicks Rose

12. PLA Impressions Rose

13. SEM Budgets Exploded

14. What’s Left For Organic?

16. Finding More Traffic & Efficiency

17. Find Organic White Space
Depth
Funnel

18. Extend Content For Torso and Long Tail

19. Domain vs. Domain
-Low Competition
-No Existing Content
Finding New Space

20. Scale
Whenever
Possible

21. What Do Your Customers Need Before
They Need You?
After?

22. Seasonal, Trends, “How To”

23. Peripheral Digital Content

24. Paid and Organic, Together at Last

25. Marketers Have the Least
Control Here

27. Trademark vs.
Non-Trademark
Organic vs. Paid
Testing the Bucket Shift

28. Change is the Given, Decreasing Efficiency
1. There is Always More Traffic, More Content
2. Test Everything, Always.

29. Lauren MacPhail
http://bit.ly/MobileSearch2016