Mobile’s Brave New World for Search and Social Marketers

About Brian

Search and Mobile Marketing Expert
 Founder of Pure Oxygen Labs
 Strategist, Speaker, Columnist

Prior Product VP / COO Netconcepts
 Launched Enterprise SEO Automation
 Led firm to M&A with Covario in 2010

www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

About Pure Oxygen

Rocket Fuel for Multi-Device Marketers:
 Higher Search rankings
 More App downloads
 Greater Social Engagement
 Enhanced QR performance

Subject Matter Experts:


100M US Market. Growing at
50%

66%

55%


40M US Tablets. Growing at 100%

Source: comScore, 2012

55-35-10 Market Share


The Digital World At Our
Fingertips


We Search for Value


We Act More Immediately


We Engage More Socially

• Mobile devices drive 55% of Facebook
traffic and over 55% of Twitter’s
• Facebook is most popular app across
iOS and Android devices


We Consume TV Differently

• 84% of smartphone owners use while
watching TV
• 58% of tablet owners use it to "watch
TV" in the home


We Shop Smarter

Source: thinkwithgoogle.com, 2012

We Abandon More Easily


Across Apps and Web

Source: thinkwithgoogle.com, 2012

“Customers don't distinguish between mobile web
or app. They must be connected.”
-Chris Payne, VP eBay North America, 2011

Web Marketing: Linear


Mobile Marketing: 3D Matrix

www.pureoxygenlabs.com

Keys to Defeat the Matrix

#Dominate Mobile Search

#Connect Web and Apps

#Link Physical and Digital


Dominate Mobile Search


Information Architecture
 Conditional redirect deep pages
 Use flat, static keyword URLs
 Keyword rich title tags


Mobile Channels Deep “m.” Pages

Deep Desktop Links

Free Mobile Site Analysis:
http://po2.co/msa


Mobile Content
 Relevant page copy
 Good use of tags (H1, etc)
 Crawlable UGC reviews

Mobile Links
 Internally linked content
 Optimal anchor text


Tips for ranking your Facebook on Page 1:
 Read more: http://po2.co/optimizefb
 Social profiles have supermassive link equity
 Check your profile‟s PageRank score:
http://www.prchecker.info/check_page_rank.php
 Avoid linking solely through this icon 
 Consider adding 1-2 keywords to profile
• Optimize page title and heading tag
 Add good keywords in Facebook „About‟ fields
 Include brand in anchor text links to your profile
 Link from other social profiles
 Link using redirect tracking links
• Tracks crawl and click activity between social profiles

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


Don‟t forget about Local listings
 Claim and optimize business profiles
 Google Places/Maps and Bing Maps
 Optimize for social networks that
provide location info through apps
• Facebook Places
• Foursquare
• Urban Spoon/Yelp


Connect Web and Apps



20x
4x 4x


Device OS If app‟s installed… If not installed…


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


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}


Device-Type Facebook app Mobile web
TwURL for Facebook:
facebook.twurl.co/mms

Smartphone

Tablet

Desktop web
Desktop


Aim to provide value-added shortcuts
 Video content
 Download apps
 Like/follow social profiles
 Access ratings and reviews
 Connect to maps/directions


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


URL Input Error Correction QR Output
21

URL: http://xyz.co/a
Size: 15 characters 7% 21

25

15%
25

25%
29

30% 29

Pure Oxygen Labs LLC © 2012

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


Track your QR results wisely
 Tell your QR what data to feed site analytics
 Without tags, QR visitors anonymous
 Avoid QR bloat: append tags after redirect

Measure and analyze QR performance
 Use redirect tracking links for 3rd party sites
• Facebook, Foursquare, Android, iTunes, etc.
 Analyze scans by campaign, device, geo



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


Optimize the Landing
 Marketing needs control over QR links
• Dead QR URLs are source of QR fail
• Use dynamic QRs to update as needed
 Deliver optimal user experience by
device, by OS, or by geography
• Route each device type to the appropriate
app for their OS version
• Segment tablet and smartphones to open
social apps vs social web


Device/OS Landing Page
Yola‟s Café App:
yolas.twurl.co/apps iOS

Android

Others


Thank You
Brian Klais | Founder, CEO
Pure Oxygen | @BrianKlais
brian@pureoxygenlabs.com

List of links: http://po2.co/SMB


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