Brian Klais founded Pure Oxygen Labs in 2011 to provide mobile search optimization, QR campaign, and mobile-social engagement solutions. The company helps clients dominate mobile search through optimizing mobile content, links, and apps. Pure Oxygen also provides strategies for linking physical and digital experiences through QR codes and connecting websites to mobile apps.

2. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

3. About Brian Klais
Search and Mobile Practitioner
 Founded Pure Oxygen 2011
 Speaker, Strategist, Columnist
Prior GM / VP Product at Covario
 Netconcepts COO, led to M&A, 2010
 Pioneered Enterprise SEO Automation
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

4. About Pure Oxygen
Performance Solutions
 Mobile-Search Optimization
 Smart QR Campaigns
 Mobile-Social Engagement
 App-Aware Commerce
Thought Leadership
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

5. Web Marketing: Linear
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

6. Mobile Marketing: 3D Matrix
www.pureoxygenlabs.com

7. Mobile Commerce Keys
Dominate Mobile Search
Link Physical and Digital
Connect Web and Apps
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

8. Dominate Mobile Search
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

9. Dominate Mobile Search
Information Architecture
 Conditional redirect deep pages
 Use flat, static keyword URLs
 Keyword rich title tags
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

10. Dominate Mobile Search
Mobile Content
 Relevant page copy
 Good use of tags (H1, etc)
 Crawlable UGC reviews
Mobile Links
 Internally linked content
 Optimal anchor text
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

11. Dominate Mobile Search
Mobile Channels Deep “m.” Pages
Deep Desktop Links
Free Mobile Site Analysis:
http://po2.co/msa
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

12. Dominate Mobile Search
Tips for ranking your Apps on Page 1:
 App pages have supermassive link equity
 Feature brand prominently in app name
 Avoid linking solely through app icons
 Link to profile from home page or footer
 Include brand name in anchor text
 Cross-promote to mobile users
 Optimize press releases
 Read more: http://po2.co/app-seo
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

13. Dominate Mobile Search
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

14. Link Physical and Digital
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

15. Link Physical and Digital
Aim to provide value-added shortcuts
 Video content
 Download apps
 Like/follow social profiles
 Access ratings and reviews
 Connect to maps/directions
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

16. Link Physical and Digital
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

17. Link Physical and Digital
Bigger bolder pixels are better
Use low density codes (21x21, 25x25)
 Easier for more phones to read
 Works from greater distances
 Can be displayed in less real estate
Compress URLs to <30 characters
 Strip out unnecessary URL information
 Use abbreviated TLDs if necessary
 Use the lowest EC (error correction) settings
 Free QR generation guide: http://po2.co/qr-
guide
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

18. Link Physical and Digital
URL Input Error Correction QR Output
21
URL: http://xyz.co/a
Size: 15 characters 7% 21
25
15%
25
25%
29
30% 29
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

19. Link Physical and Digital
Brand QR links without “bloating” QR
 Secures the click decision
 Avoid concerns of QR malware
 Increase user confidence
• eg http://qr.domain.com/path
Encourages repeat clicks
 Makes QR URLs recognizable
in QR browser history
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

20. Link Physical and Digital
41 21
41 21
1) Desktop website URL:
QR-Optimized URL:
http://www.fedex.com
http://fedex.com/qr2
2) Directory info:
/us/ecommerce/index.html
3) Tracking tags:
?cmp=PAC-wecom-qr2-post
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

21. Link Physical and Digital
Track QR results wisely
 Tell your QR what data to feed site analytics
 Without tags, QR visitors anonymous
 Avoid QR bloat: append tags after redirect
Optimize the Landing
 Maintain control over QR links
 Target users by device or OS
• Segment tablet vs smartphones
• Route users into app or web page
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

22. Link Physical and Digital
Device/OS Landing Page
Yola’s Café App
iOS
Android
Others
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

23. Connect Web and Apps
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

24. Connect Web and Apps
20x
4x 4x
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

25. Connect Web and Apps
Device OS If app’s installed… If not installed…
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

26. Connect Web and Apps
URL scheme protocols for social apps:
 Facebook -> fb://
• Eg fb://profile/144138275637883
 Twitter -> twitter://
• Eg twitter://user?screen_name=CNN
 Foursquare -> foursquare://
 Pinterest -> pinterest://
 Yelp -> yelp://
 Read more: http://po2.co/appurls
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

27. Connect Web and Apps
Link iPhones / Androids into social app profiles
 Learn your profile’s URL within the app
 Link mobile users to this URL
 If app is not installed, send to mobile web page
 See example: http://po2.co/fb
Measure clicks and engagement by device
Generate your app-aware Facebook URL:
 Type http://twurl.co/facebook/{yourhandle}
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

28. Connect Web and Apps
Device-Type Facebook app Mobile web
TwURL for Facebook:
facebook.twurl.co/mms
Smartphone
Tablet
Desktop web
Desktop
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

29. Thank You
Brian Klais | Founder, CEO
Pure Oxygen | @BrianKlais
brian@pureoxygenlabs.com
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012