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Mobile SEO Strategy
- 1. Presentation Details: Mobile Marketing, SEO & Visibility: Why You Should Care Presented To: AMA Baltimore
- 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
- 3. Exercise
- 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
- 5. Why Mobile? Confidential 11/2/2011
- 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
- 14. Does an App Make Sense For You?
- 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
- 20. This Isn’t Going Away
- 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
- 24. Mobile SEO Tactical Effectiveness & Effort Mimics Desktop
- 25. SEO Needs to Provide Value Ranking vs. Value
- 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!
- 28. Mobile Keyword Research Let Google Help- Mobile Search terms are short tail
- 29. Mobile Exposure Through Search Focus on Local Search! Take advantage of what’s out there! Confidential 11/2/2011
- 30. Local Search Slated To Outpace National
- 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
- 35. Q&A
- 36. Visit R2i Mobile Lori Ulloa Senior Web Strategist/SEO Expert Confidential 11/2/2011
Notas do Editor
- 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?)
- Questions?