This presentation discusses the importance of mobile marketing, search engine optimization, and visibility. It covers how the definition of "mobile" has evolved from basic mobile websites to optimized sites and apps. The presenter emphasizes understanding why mobile matters given growing smartphone usage. Attendees learn they must have a mobile strategy and focus on driving conversions through calls, forms, commerce, or other actions. The presentation provides tips on choosing appropriate mobile solutions, optimizing sites for search engines, leveraging local search and keywords, and using mobile ads to drive traffic. The key takeaway is that desktop SEO strategies translate to mobile if focused on relevance, especially local relevance for users.
Mobile Marketing, SEO & Visibility: Why You Should CareR2integrated
Do you think your company needs an SEO optimized mobile site? Odds are, if you offer local products and services, you customers and potential customers are trying to find you on their smart phones. Are you helping them find what they’re looking for? Local search is hot. Period.
On November 2, 2011, Lori Ulloa, R2integrated Senior Web Strategist and in-house SEO guru, presented "Mobile Marketing, SEO & Visibility: Why You Should Care," to the American Marketing Association, Baltimore Chapter. From the importance of a mobile strategy for your organization to best practices in structuring your mobile site for search, Lori covers it all. Click on the presentation below to learn more. Questions? Contact us at info@r2integrated.com.
How Trinity Mobile Apps can increase your businessRaion Seishin
How Trinity Mobile Apps can increase business through effective designing of mobile apps and mobile websites. Trinity Mobile apps is the all in one business solution to drive more traffic via mobile apps and websites.
Mobile Marketing, SEO & Visibility: Why You Should CareR2integrated
Do you think your company needs an SEO optimized mobile site? Odds are, if you offer local products and services, you customers and potential customers are trying to find you on their smart phones. Are you helping them find what they’re looking for? Local search is hot. Period.
On November 2, 2011, Lori Ulloa, R2integrated Senior Web Strategist and in-house SEO guru, presented "Mobile Marketing, SEO & Visibility: Why You Should Care," to the American Marketing Association, Baltimore Chapter. From the importance of a mobile strategy for your organization to best practices in structuring your mobile site for search, Lori covers it all. Click on the presentation below to learn more. Questions? Contact us at info@r2integrated.com.
How Trinity Mobile Apps can increase your businessRaion Seishin
How Trinity Mobile Apps can increase business through effective designing of mobile apps and mobile websites. Trinity Mobile apps is the all in one business solution to drive more traffic via mobile apps and websites.
Mobile Website Landscape, Small Screen, Big OpportunitySuresh John
Mobile Website Landscape, Small Screen, Big Opportunity
Presented to the American Gas Association (AGA) Communications and Marketing Spring Meeting Presentation
This was presented at the Duluth Chamber's Social Media Conference on Wednesday, May 25, 2011. It gives a pretty general overview of what location-based social media is and how small businesses can use it.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
Mobile Website Landscape, Small Screen, Big OpportunitySuresh John
Mobile Website Landscape, Small Screen, Big Opportunity
Presented to the American Gas Association (AGA) Communications and Marketing Spring Meeting Presentation
This was presented at the Duluth Chamber's Social Media Conference on Wednesday, May 25, 2011. It gives a pretty general overview of what location-based social media is and how small businesses can use it.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
This presentation will show how you could run Google chrome without add-ons installed or loaded. Addons makes the browser slow. This is called chrome safe or incognito mode. This will give more pace to your internet browsing.
This presentation was done by Raaj Paatkar at Mumbai SEO & SMM Meetup on March 30, 2014. It covers SEO strategies to rank in Google in face of punishing Google updates like Panda, Penguin and Hummingbird.
White Hat SEO Team is here with complete optimum On-Page & Off-Page SEO Solutions, SEO services that can boost your business and get you top in search engines
Mobile Marketing, SEO & Visibility: The Evolving Conversation R2integrated
How can you make the right “mobile” decision for your company and make it it easy for mobile users to find your mobile property? R2i is the exclusive Learning Partner for AMADC and, earlier this week, we gave a presentation on this very topic to a group of marketing professionals in the DC area. Our discussion focused on best practices for structuring mobile sites for optimal search and visibility.
Understanding the Complex Mobile Landscape R2integrated
Does your organization have a mobile strategy? While businesses can benefit from the development of a mobile strategy, not all businesses will benefit from the development of a mobile app. Determining where your mobile app will add value while extending your brand is a significant challenge. Join R2integrated CTO, Chris Chodnicki as he walks you through the ever-changing mobile marketing ecosystem and how it can effectively tie into an integrated marketing program. Learn all of the integral parts included in an effective mobile marketing campaign. We will explore:
Understanding the complex mobile landscape:
- The Mobile Matrix: Does mobile make sense for your business?
- Tips for successful mobile marketing programs
- Integrating QR codes, social media & text message marketing campaigns
- Tracking the success of mobile marketing campaigns
Why Your Business Needs a Mobile Strategy NowrapidBizApps
Did you know that 82% of smartphone users turn to their phones to help them make a decision?
Businesses who are able to provide answers to users at the right time are growing and creating new opportunities.
Does your business have a mobile strategy to make this happen? Are you tapping into the possibility of interacting with 2 billion mobile users across the world?
Here is a comprehensive guide on getting started building your own mobile strategy. Get started now.
Mobile Marketing: Everything You Need To KnowVincent Teo
Mobile presents a unique opportunity for marketers to reach consumers at the right place and time and add value through branded utility. There's a huge growth potential in Mobile in Asia and this presentation provides a good framework for developing your Mobile Marketing strategy
Winning in Local Search: Top 10 Trends for 2014 - Kenshoo WebinarKenshoo
Presentation from the December 18th webinar, "Winning in Local Search: Top 10 Trends for 2014." Kenshoo's Josh Dreller moderated a discussion between Kenshoo Local Product Director, Paul Wicker, and Jason Peaslee, Managing Partner at Thrive Analytics, around the top trends for local search marketers to get on their radar for 2014.
Slides from the event held at The Bay Hotel, Newquay, Cornwall on Thursday 19th January 2012.
Presented by Rob Edlin and Stafford Sumner in association with Partner to Succeed
How are consumer behaviors changing as mobile platforms and the mobile web advance? This presentation gives an overview into how the Mobile Shift is changing the opportunities and ways businesses must consider interacting with consumers.
Presented by James Burnes, Founder and CEO of Mobiltopia, a mobile strategy and app/site developer.
Smartphones keep getting larger and tablets are getting smaller, beginning to totally blur what was just a few years ago considered a group of distinct form factors. The platforms that power these blocks of glass, plastic, and silicon have also seen improvements, with iOS7 appearing to be able to keep the iPhone growth alive and Android utterly dominating countries such as China in its path to 1 billion activations. New operating systems such as Firefox are in the wild as companies such as Microsoft frantically try to right the ship and save their platforms and devices from obscurity.
Across Europe 4G LTE is beginning to see deployments that will allow its users to see the speed and latency benefits that those in parts of Asia, the US, and others have over the past years. This in turn will begin to accelerate mobile data consumption and creation across a greater global footprint. Live and high quality video from mobile devices will become amazingly commonplace.
Today we are also seeing new products from Google, Samsung and even possibly Apple that are serious entrants to the wearable technology arena – and all of them are running mobile operating systems. Apple has thrown down the gauntlet against NFC technology with its new iBeacon service which means that all parties involved are taking mobile payments and other types of direct interactions over secure mobile channels very seriously.
Organizations who are late to the mobile game are hurrying to catch up. Many who have focused more on the consumer aspect of mobility are starting to put serious efforts into B2E mobile initiatives. Those who are already mobilizing their workforce are looking for ways to improve, standardize, and focus their efforts.
Also, the Web isn’t going anywhere….
So what does this all mean to you?
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
2. Going “Mobile”
1. What is “Mobile?”
2. Why Mobile?
3. Do I Need to do Something?
4. The Importance of Mobile Strategy
5. Choosing a Mobile Solution
6. Focus on Search
7. Mobile Exposure Through Search:
• Mobile SEO
8. Mobile Exposure Through Search:
• Local, CPC
9. Drive Traffic
10. 10 Key Takeaways
Confidential 11/2/2011
4. What is Mobile?
Google BlackBerry Apple iPhone Palm WebOS Symbian OS Windows
Mobile
1. Your Website On a Mobile Phone: Site renders „as is‟
2. Mobile Friendly Website: Content renders on mobile
3. Mobile Optimized Website: Mobile I/A and mobile content
4. Branded Mobile or Custom Native App: Unique functionality; Required
download
6. Scary, But………
More than a third of U.S. adults - 35 percent - now own a
smartphone, according to the Pew Research Center, and two-thirds of
them sleep with their phones right next to their beds
7. Do I Need To Do Something?
Check your analytics!
8. The Importance of Mobile Strategy
Have an action/conversion in mind
Data Exchange?
Form Lead Generation?
mCommerce?
Click to Call?
Drive Users to Take That Action
through a clear, simple path
9. Focus On Conversions!
The Data Exchange
• Offer something interesting
• Coupons to Generate Leads!
• M-coupons will dominate
mobile retail marketing
spend until 2013, according
to Juniper Research (March
2010)
• Would a user benefit from
logging in to you site?
Confidential 11/2/2011
10. Focus on Conversions!
M-Commerce
• In the US, m-commerce revenues are expected to
hit $6 billion by the end of 2011, growing to $31
billion by 2016, according to Forrester Research
(June 2011)
• m-commerce includes mobile media and content,
retail, travel, coupons/deals, and services
• 91 percent of online retailers in the US have a mobile strategy in place or
in development, according to Shop.org/Forrester Research (May 2011)
• 48 percent of US retailers surveyed had a mobile-optimized website; 35
percent had deployed an iPhone app; 15 percent deployed an Android
app; 15 percent had deployed an iPad app
11. Choosing a Mobile Solution
Mobile Friendly Website
• Platforms
• Technology
• Design
• Content
Stuytown
Confidential 11/2/2011
12. Choosing a Mobile Solution
Mobile Optimized Website
• Platforms • Design
• Technology • Content
RoseNYC RechargeYourYard
Confidential 11/2/2011
13. Choosing a Mobile Solution
What is an App?
Definition
Software designed to help the user to perform singular or multiple related specific tasks on a
mobile device.
• Books
• Business
• Education
• Entertainment
• Finance
• Games
• Navigation
• News
• Photography
• Productivity
• Reference
• Social Networking
• Sports
• Healthcare & Fitness
• Lifestyle
• Medical
• Music
• Travel
• Utilities
• Weather
Confidential 11/2/2011
15. An App Only Makes Sense If You Have
Something Useful To Offer
16. Structuring Your Mobile Site for Search Engines
For optimal SEO benefits, use mobile
browser detection and redirection to
direct users to a /mobile version of
your website:
• Be device agnostic
• Valid HTML
• No flash!
• HTML5 is cross platform
and great for rich media
• Create a minimalist mobile
user experience
• Must be intuitive
• Mobile XML sitemap
17. Mobile Exposure Through Search
SEO
CPC
Local
YOUR WEB PROPERTY
(Website, Facebook, Blog, etc.)
18. The Search Audience
Who’s Who?
• 43.2 million US consumers ages 18
to 34 are logging on to the mobile
web this year
• eMarketer estimates 21.5 million 45-
to 64-year-olds and 3.7 million
seniors 65 and older will use the
mobile internet
Confidential 11/2/2011
19. Mobile Internet Usage and How it’s Being Used
• One in seven searches are now mobile
(Google)
• 1 in 3 mobile searches are local. After
looking up a local business on their
smartphone, 61 percent of users called the
business and 59 percent visited
• 79 percent of smartphone users use their
smartphones to help with shopping
• 71 percent of smartphone users that see
TV, press or online ad, do a mobile search
for more information, but 79 percent of large
online advertisers still do not have a mobile
optimized site
21. This Isn’t Going Away
Seriously!
• 25% of smartphone owners say
that they mostly go online using
their phone, rather than with a
computer
• In some cases, smartphones are
being utilized in lieu of a
computer similar to how cell
phones decreased the usage of
home landlines
Confidential 11/2/2011
23. How are Users Using Mobile Search
Local Content Still Dominates
• On-the-go web usage drives
search activity for local
content
• Specific Content Search
Behavior
Confidential 11/2/2011
27. Mobile SEO
Keyword Research
• Mobile user search behavior is different
• Keywords will differ from desktop
• The average mobile search is 15
characters or less
• Account for predictive text
• Use broad categories
• Focus on short tail
• FOCUS ON LOCAL!
31. How Else Can We Drive Traffic?
Mobile Ads - CPC
• This should not be the only tactic in your
arsenal
• Create a separate campaign with mobile
settings
• Create locally focused ad groups with
short tail keywords
• Opt out of the content network
• Create a mobile landing page or have
mobile browser detection on your landing
pages
• PPC landing pages may be a first step
into mobile
Confidential 11/2/2011
32. How Else Can We Drive Traffic?
Other Considerations
• Make sure your email campaigns
render on a mobile device
• Make sure that your company contact
information is easy to access/can
render on a mobile device
• Banners and Rich Media
• SMS
• In app/In game advertising
• External campaigns
• QR codes
33. Putting it in Perspective…
“It is true across the board. Roughly one in
seven searches, even in the smaller
categories, are happening on a mobile
phone, but how many of you are putting one
seventh of your resources into mobile –
anyone who hasn‟t got mobile only
business?
Your customer is trying to engage you… it
would be like not doing business with your
customers on Thursdays.” Jason
Spero, Google (Feb 2011).
Confidential 11/2/2011
34. Top 10 Takeaways
1. Understand what going mobile means for success
2. Is Mobile a direction your company should take now?
3. Keep focused on conversions
• What do you want mobile users to be able to do?
4. What would be your best mobile solution?
• Mobile optimized site?
• App?
• Both?
5. Structure your mobile site for search
• User agent detection and redirection
• /mobile
6. SEO keyword research will focus on user behavior
• Local + Broad Category = Search Success!
7. Desktop SEO strategies mimic mobile
• It‟s about relevance
8. Leverage your locale!
9. CPC should be mobile focused
10. Find additional ways to drive traffic
36. Visit R2i Mobile
Lori Ulloa
Senior Web Strategist/SEO Expert
Confidential 11/2/2011
Editor's Notes
In this presentation, we’ll be taking about:What mobile IS from a marketing perspective Why Mobile and some interesting trendsDo YOU Need to do Something? How you can check.The Importance of Mobile Strategy (ie..if you build it, they may come…..but what will they do when they get there)Choosing a mobile solution. This will explain the difference between different ways to go Mobile.Mobile exposure through search: Mobile SEO – This will be the meat of this presentation but doesn’t mean much if we don’t lay the groundworkLocal search, CPCOther ways to drive trafficTop 10 things to remember from all of this if the coffee isn’t keeping you awake
Just by hands: How many of you own a Smartphone?How many of you have made a purchase through your phone?How many of you have searched for a restaurant, store, or directions on you phone? Look around the room at the faces of “Mobile”…or at least a microcasm
What does mobile mean?.....at least in a marketing sense?Mobile isAllowing users to enjoy your web content on their tiny screensAllowing users to use your website (make purchases, access materials, find important information) on their tiny screensAllowing users to find your business on their tiny screensThrough search (Organic SEO, CPC, Local)Also in a marketing sense, mobile means:As Is - You could have a site or web property that just renders ‘as is’ on a mobile screen. Examples of this could be a lot of local restaurant sites where you have to do a LOT of scrolling to find information. ORFriendly site - You may already have a mobile friendly site. This is often the case with sites designed on newer version content management systems. This basically means that your content will shrink to be readable on the screen similar to how liquid design worked on web layouts in the past but this doesn’t mean that you have a mobile site per se.Optimized Site - You could already have a mobile optimized site. Awesome!! If you do, your site will have a unique mobile user experience but does not require the user to download anything. If you’re holding your smartphones and are NOT currently on Facebook, check out www.rechargeyouryard.com. This is an example of a mobile optimized site.App - If it makes sense, you could do a mobile app. This could be in addition to your mobile optimized website. A mobile app requires download from the user. Apps make sense if the app can help the user accomplish something more easily than your website can.
Why Mobile?*Because Two in five cell owners (39%) say that their phone operates on a smartphone platform (Pew)*90 percent of mobile subscribers in US and Western Europe have a phone that can access the mobile Web. *48 percent of the US and 61 percent of W. Europeans have a handset with an HTML browser (this proportion is increasing fast), the rest have WAP (wireless application protocol) browsers*Smartphone sales are set to pass computers in 2012 (Morgan Stanley)Now it’s important to think “device agnostic!”Apple receives far more publicity than any other mobile-phone manufacturer, but on the world stage it is still a pretty small player (though fast-growing). Before media hype lulls you into focusing your marketing/development budget on the Apple platform exclusively, consider that96.5 percent of mobile users don’t have one – mostly they use Nokia or Samsung; and even among smartphone users 84 percent don’t have an AppleBut…Earlier this year, Apple sold over 10 million iPads. What are your peers doing about this? US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats.
Scary but….More than a third of U.S. adults - 35 percent - now own a smartphoneand two-thirds of them sleep with their phones right next to their bedsSadly, I am one of those people
So, how do you know if you need a mobile solution? It’s in your analytics….if you have analytics on your desktop website.*To see if you have mobile visits, take a large set of data to account for seasonal variations. I typically recommend a year. In your dashboard, find visits from mobile devices under the visitors section. When you get to the report and see that mobile visits account for even a small percentage of your site visits, you could be losing out.Once you’re viewing the data, also check the bounce & exit rates associated with your mobile visitors – this will give you an idea of how mobile users perceive your website’s mobile user experience. If you have a site that renders on a smartphone but isn’t a mobile site, per se, users could find it difficult to navigate through your website. Analytics can give you this information.If bounce and exit rates are high, you need to reevaluate your solutions for mobile visitors.
Great! You’ve just found in your analytics that a good portion of your traffic is coming from mobile devices. Now what?This is where mobile strategy comes into play. Your first step in mobile strategy is figuring out what you want users to accomplish on your mobile property. This will help you to determine what kind of mobile solution you may need.Some examples of potential user actions in your mobile solution could be data exchange as lead gen, form lead gen, mCommerce or click to call. The chart above gives a few examples of user actions after viewing a mobile ad.
In exploring user actions in a bit more depth, we’ll look at the data exchange as a source for lead gen.Data exchanging works best when you Offer something interestingCoupons are a great example of this and are growing fast as a marketing tactic!M-coupons will dominate mobile retail marketing spend until 2013, according to Juniper Research (March 2010)Another example could be a user account. Would a user benefit from logging in to you site?It’s important to think about the user benefit and how they can benefit quickly!
If it makes sense for your company, your site user action could focus on mCommerce.In the US, m-commerce revenues are expected to hit $6 billion by the end of 2011, growing to $31 billion by 2016.m-commerce could include mobile media and content, retail, travel, coupons/deals (and redemption), and services91 percent of online retailers in the US have a mobile strategy in place or in development…..they have to in order to keep up!In a recent Forrester survey, 48 percent of US retailers had a mobile-optimized website; 35 percent had deployed an iPhone app; 15 percent deployed an Android app; 15 percent had deployed an iPad appBut…..For every shopping activity, including researching products and prices, reviews, promotionsand purchasing products, most usersprefer their browser to a native app for shopping activities
Now, if you don’t already have a mobile solution, let’s look at some options.Here is an example of a mobile friendly site.Works on MAC/PCS/Tablets/SmartphonesTechnology: HTML/CSSDesign:I/A and UX are device agnosticShrunken Desktop experience for mobile usersContent: Renders “As Is” for most web and mobile browsersIf you currently have this setup, check your analytics to see if your mobile users are engaged with the user experienceComments: Reducing desktop experience may sometimes require zoomand horizontal scrolling as it would with a site that isn’t mobile friendlyLoading speed can affect UX and SEOCertain media players, programs, and plug-ins such as Flash/Silverlight and embedded JavaScript may not function due to lack of platform support. An example of this would be all Apple products.
A better option would be a mobile optimized site.This approach creates content specifically for the mobile user experience.Platforms: Tablets ( iPad, Playbook, Galaxy, etc)Smart Phones (iPhone, Droid, Blackberry, etc.)Technology: HTML/CSSDesign:New I/A Mobile UX, Portrait & Landscape Content:“Quick, Easy, & Relevant”. Optimized for simplebut functional content. Fast load time. Provide access to full-site (mobile friendly,as best practice)Mimic native mobile app without using development platformWeb analytics can measure successComments: /mobile construction is best – we will get into that shortlyContent is reduced and simpleMobile browser detection and redirection is required
If it makes sense for your company, you could go for a mobile app.A mobile app should serve a purpose and really assist a user with a taskApps make sense for product/service categories such as books, games, some retail, entertainment and a host of other categories. Making the decision to go with a mobile app means that you really need to be aware of it’s potential objective.You can use Google analytics to track your mobile apps but, obviously, Google has made this much easier on Droid apps than others.
Now, does an app make sense for you?Here is a chart featuring data for downloaded apps per device.Wow, those iPhone folks love their games apps!
Again, an app only makes sense if it provides something useful…..otherwise, people will just make fun of your company.This app is called Hold.The object of this application is to track how long you can keep a finger on a static position on the touchscreen. You can later use this data point to plug into a spreadsheet and chart precisely how much of your life is being wasted
Structuring your site for search will be an important consideration and is currently a hottly debated topic. From an SEO perspective, as mobile functionality grows and the ability to use your phone as you would a desktop becomes the norm, I highly recommend mobile browser redirection and a subdirectory for mobile as the way to go.The reason for this is that users may link to content on your mobile site that they find useful as they would on a desktop. Thus, you don’t want a link divide if you’re currently trying to build links. As you may know, most search engines see your subdomains as separate sites. As such, search engines will see your m. or .mobi sites as different sites in terms of in-links. A major factor in Google’s algorithms is in-links. So, you wouldn’t want to divide this effort between various web properties.In addition, your new subdomain will be just that….a NEW subdomain which lacks the credibility that domain age provides. So you can’t leverage the assets on your primary domain for your new mobile asset.You can get a rich mobile user experience using mobile browser detection and redirection to your mobile subdirectory.Regarding SEO meta data, much of the same applies but with focus on different user behaviors. We will get more into that shortly.Remember that when you’re designing your mobile user experience, you want to try, as much as you can, to be device agnostic. To do this, go back to basics with designing a clean user interface with a minimalist approach.
Ok, you have a mobile site and you’re now considering ways to drive traffic.Search is the fastest growing category in mobile ad spend and is predicted to keep growing as mobile internet usage increases.Note the overlap of tactics in the funnel. These tactics are closely interconnected.
Lets look at the search audienceMobile internet usage is still heaviest among younger adults, with 43.2 million US consumers ages 18 to 34 logging on to the mobile web this year,44.4% of the total.Usage is on the rise among older adults as well, however. This year, eMarketer estimates 21.5 million 45- to 64-year-olds and 3.7 million seniors 65 and older will use the mobile internet. By 2015, those numbers will both more than double to 45.4 million and 11.3 million, respectively.Thus, if you think your audience age demographic isn’t mobile web savvy, you may be losing out on user conversions.
Mobile internet usage is on the riseOne in seven searches are now mobile. That stat is from Google.Now what is mobile search user behavior?1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61 percent of users called the business and 59 percent visited• 79 percent of smartphone users use their smartphones to help with shopping• Non mobile and sometimes offline channels are seeing mobile action. 71 percent of smartphone users that see TV, press or online ad, do a mobile search for more information, but 79 percent of large online advertisers still do not have a mobile optimized site
This isn’t going away.You can see here that the not only is the percentage of mobile users predicted to rise but the percentage of mobile internet users is increasing sharply….especially as a percentage over mobile phone users.
Seriously, this really isn’t going away….25% of smartphone owners say that they mostly go online using their phone, rather than with a computerIn some cases, smartphones are being utilized in lieu of a computer similar to how cell phones decreased the usage of home landlines.
Remember home landlines??
How are users using mobile search?*Research shows that the increase in on-the-go web usage goes hand in hand with more search activity for local content*In most cases, mobile isn’t used as much for idle browsing as it is locating specific things: movie times, restaurants, the answer to a heated conversational point that came up during that first date. (LeadCritic)*There is also a disproportionately high number of brand searches among mobile web searches.
Regarding SEO and mobile, a lot of the same basic tactics apply but with focus on different user behavior and character limitations.[Talk about points]Basically, shrink all efforts….think Tweeting for meta data.
When talking about any SEO effort, I like to hit the point of relevance and value pretty hardFirst and foremost, just as your SEO strategy on your desktop would, your mobile SEO strategy needs to provide value to the user. Here is an example of an archaic algorithm….LinkedIn internal search. This guy was able to rank for SEO.See Allan? He’s probably NOT a happy camper.
More on Lil B here……Let’s see…..he works at hyper mega local net, he was educated at the SEO school for dummies and worked at his last job for 90 years and 11 months. Before that, it looks like he worked with the dewey decimal system. Hmmmmmmm…….Do you think he’s getting called for business opportunities? Not sure if I would contact him to optimize my site.The point is….focus on the value that your content will provide to your users. Mobile searchers are on-the-go and want to find what they’re looking for easily.Help them find it.
Ok…..now you know you need a searchable mobile property and you’re ready to apply what you know about desktop SEO to your mobile site.Just as it is for desktop SEO, mobile keyword research is the basis for a good mobile SEO strategy.However, a few rules have changed…..Mobile user search behavior is different and Keywords will differ from your desktop keywords….so don’t repurpose your desktop long-tail keyword strategy because…..The average mobile search is 15 characters or lessYou also need to account for predictive text. Look for query volume when doing keyword research. There will be fewer unique queries than with desktop.Use broad categories but with a local focus. For example, if you’re a Baltimore pizza joint located in Canton, focus on terms such as Baltimore Pizza and Canton PizzaFocus on short tail. Try to keep queries to two or one word of possible.
When doing your keyword research, why not let Google help you with your research.How many of you are familiar with the Adwords keyword tool for SEO keyword research?Well, you can use it for mobile research as well. Just filter results with advanced option settings.
Focus on Local….not only for your keyword research but for external properties as well.Make sure to take advantage of your locationGoogle Places – add keywords!Location based targetingGoogle Merchant Center for shopping – basic SEO tactics like titles and descriptions apply!Local review websites like Yelp – add your business and ask your customers to review you. Search for what you do and find the local listing/review websitesOpenTable for restaurants; Tripadvisor for travelThese sites just give your mobile site as well as your desktop more exposure!Give Miles and Miles example – their follow up.
To get more into the importance of local search and to get a sense of what your peers are doing…..This graph demonstrates how local search efforts are slated to outpace national efforts.
Now, how else can you drive traffic to your mobile property?Mobile CPC is a great tactic but…This should not be the only tactic in your arsenalTo approach mobile CPC in the best way, Create a separate campaign with mobile settingsCreate locally focused ad groups with short tail keywords as discussed in the keyword section of this presentationOpt out of the content network – this will just be a waste of your money unless you use image ads on sites that you know render on mobile devicesCreate a mobile landing page or have mobile browser redirection on your landing pagesPPC landing pages may be a first step into mobile – This could be a “chicken before the egg” approach of you’re nowhere near building a mobile user experience
How else can you drive traffic? These are other considerations that need further exploration in another presentation.Make sure your email campaigns render on a mobile device – this is important if you find that you’re getting a lot of mobile trafficMake sure that your company contact information is easy to access/can render on a mobile device. Don’t have your phone number rendering in an image to impede click to call functionality.You could deploy Banners and Rich Media – these actually get better click through rates than the same tactic on a desktopSMS and location targeting – There’s a service where users can sign up to receive offers from your organization if they are located within a geographic range of your location. Of course, this would work best for a consumer products organization at the moment but I’m sure creative uses will evolve.In app/in game advertising. This could make sense depending on your target audience.And lastly, you can leverage your offline campaigns with QR codes to landing pages.Similar to the dynamics of online advertising, search and display are emerging as the dominant mobile ad formats. Within the display category, rich media and video are growing the fastest as marketers seek to translate the desktop’s engaging brand experiences to smartphones and tabletsMarketing tactics are evolving similarly as they did on desktops years ago.
To put mobile advertising in perspective, I found this great quote from Jason Spero at Google.“It is true across the board. Roughly one in seven searches, even in the smaller categories, are happening on a mobile phone, but how many of you are putting one seventh of your resources into mobile – anyone who hasn’t got mobile only business? Your customer is trying to engage you… it would be like not doing business with your customers on Thursdays.” Jason Spero, Google (Feb 2011).
Understand what going mobile means for successIs Mobile a direction your company should take now?Keep focused on conversionsWhat do you want mobile users to be able to do?What would be your best mobile solution?Mobile optimized site?App?Both?Structure your mobile site for searchUser agent detection and redirection/mobileSEO keyword research will focus on user behavior.Local + Broad Category = Search Success!Desktop SEO strategies mimic mobile It’s about relevanceLeverage your locale!CPC should be mobile focusedFind additional ways to drive traffic*SMS, email, external campaign (QR code?)