[Webcast] The Shift for Driving Search Marketing Success - Part 2

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TRANSFORMATION 2015 | #AISMediaEdu

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Delivered.
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Sales Performance

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ANALYTICS &
OPTIMIZATION

The Big Shift in
Search Marketing

The buyer journey has evolved. Again.

Mobile Has Surpassed Desktop
54.9
61.6
69.2
77.1
85.9 85.6
19.7
30.7
46
63.7
85.9
113.4
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Billions U.S. Local Search Market: Mobile vs. Desktop
Desktop Mobile
Source: BIA/Kelsey

Most consumers now start
on a smartphone.
path to purchase

Connecting with the right audience, at the
right place at precisely the right time.

of all mobile searches have
local intent.50%

Source: Google/Nielsen
of mobile searches are driven
by speed and convenience.81%

Mobile users have half the bandwidth
and are twice as impatient.

“Research has shown that any delay longer than a second will
cause the user to interrupt their flow of thought, creating a poor
experience. We must deliver and render the above the fold
(ATF) content in under one second, which allows the user to
begin interacting with the page as soon as possible.”
https://developers.google.com/speed/docs/insights/mobile

Page
Views
Customer
Satisfaction
Conversion
Rates
+11% +16% +7%
A 1 second decrease in website load time results in…

50+ Sites Tested – How do you stack up?
Site Speed Performance Mobile-Friendly Technical SEO

Recommendations Grade
Leverage browser caching
Serve static content from a cookieless domain
Specify a Vary: Accept-Encoding header
Minimize redirects
Remove query strings from static resources
Avoid bad requests
Minimize request size
Specify a cache validator
50 0-64 65-84 85+
Urgent
Fix
Needs
Improvement
No Change
Needed
70
100
100
Overall Grade Requests Load Time Page Size
91/100 70 9.81s 1.0MB98
Performance
Example: Site Speed Performance Test
Results
100
100
100

Bad Signals Lead to
Bad SEO
• Broken links
• 404 errors
• 301 (redirects)
• Poor site map
• Missing images tags

Example: Technical SEO Analysis
Details
Below are the specific critical errors found on the website, which may
adversely affect organic search rankings.
Violation Title Level Category Count
The description is missing. Warning SEO 471
The title is too long Warning SEO 7
The <h1> tag is missing Warning SEO 466
The <img> tag does not have an ALT attribute defined Warning SEO 464
The page contains broken hyperlinks Error SEO 44
The URL for the hyperlink is broken Error SEO 32
The page contains multiple canonical formats Error SEO 20
The page contains multiple <h1> tags Warning Standards 7
The description is too short Warning SEO 1
Total Errors 1512

+147%
display campaign ROI
+418.75%
page #1 rankings
+185.26%
increase in organic
search traffic
Client Case Study

Google’s Mobile-Friendly Icon
How to Get the “Mobile-
Friendly” Icon in Google
Search Results

http://thenextweb.com/insider/2015/02/26/google-will-rank-your-site-higher-if-its-mobile-friendly-starting-april-21/
“We see these [mobile-friendly] labels as a first step in helping
mobile users to have a better mobile web experience. We are
also experimenting with using the mobile-friendly criteria as a
ranking signal.”

Question #5
Have you verified that your mobile site
passes Google’s mobile-test?
18%
82%
Yes
No
Previous Webinar Poll Results

Previous Webinar Poll Results
Question #6
How far along are you in terms of
developing a mobile-first strategy for
your digital marketing?
52%35%
13%
Haven't Started
Greater Than 30 Days
Less Than 30 Days
Question #5
Have you verified that your mobile site
passes Google’s mobile-test?
18%
82%
Yes
No

How Much Business Did You Lose From
the Mobile SEO-Pocalypse?

REPORT:
Mobile “Configuration” Errors Cause
68% Smartphone Traffic Loss
Source: Brightedge

TAKEAWAY:
Make mobile SEO a priority.

Does your site pass
Google’s mobile-
friendly test?
Get your site analyzed. Free.
Details at end of presentation.

82/100 52%
50+ Sites Tested – How do you stack up?
Site Speed Performance Mobile-Friendly Technical SEO
2864
AIS Media Report Results:
Website Performance Analysis

Wearables are coming

Device to Device Communication
The “Internet
of Things”

TAKEAWAYS FOR
SEARCH MARKETING
SUCCESSKEY 20151. Search marketing has evolved. Focus is on conversions, not just search
rankings and traffic.
2. “Mobile-friendly” design impacts search rankings. Make user experience a
priority.
3. Create content with mobile audiences in mind.

Limited Time Complimentary Offer
FREE Website Performance Analysis
• Site speed analysis
• Google’s “Mobile-friendly” test
• Technical SEO audit
• 30-Minute consultation
Call: 404.751.1043
Email: info@aismedia.com

[Webcast] The Shift for Driving Search Marketing Success - Part 2

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[Webcast] The Shift for Driving Search Marketing Success - Part 2