Supporting Tug Agency with their Tug Life 2 pop up 'SEO in the real world conference'.

1. Life on mobile
Practical Local SEO
Friday, 13th May 2016

2. Introduction
Gerald Murphy

3. Sections of this presentation
Life on mobile,
Practical Local SEO
Mobile user
behaviour
Boring history (good
for predicting the future)Future of search
An overview of
local search

4. Origin of mobile
1928One-way wireless
communication
Car and mobile
radio
Glavin
Manufacturing
Corporation
• Soon Motorola
1940
Two-way wireless
communication
Handie-Talkie
(late 1940)
Walkie-Talkie
(1942) Backpack
US Army Signal
Corps
Copyright granted for reuse by Matti Mattila

5. Fast-forward to 1991
• In 1991, Mark Weiser, a US scientist, coined the terms:
› Inch-sized computer
› Mobile
› Foot-sized computer
› Tablet
› Yard-sized computer
› Web-enabled TV
Mobile was mapped out
Organisation for Economic Co-operation and Development
said in June 2010 mobile had:
1.5 times fixed broadband

6. Mobiles
• Most personal and confidential piece of technological device
• Used in active or personal contexts and activities in a natural and dynamic
way
• Used in a variety of situations:
The here and now
Rush
While
commuting
To fill idle
time
While
queuing
At home
Comfortably
sitting on the
sofa

7. What do we know about mobile?
Mobile is one of the most
under-researched areas,
academically

8. What do we
know about
mobile?

9. What we know about mobile
Lots of things, or is it?
Visually the same
as desktop

10. F-shaped pattern
• We scan webpages in a F shape
• Have you ever seen a navigation bar on the right hand side?
The drop is no surprise

11. Right-hand PPC ads removal has aligned search
http://www.brightedge.com/blog/google-four-ads-on-top/

12. What we know about mobile
Lots of things, or is it?
Size of screen does
not matter

13. What we know about mobile
Lots of things, or is it?
Social activity

14. What we know about mobile
Lots of things, or is it?
Reduces button
tapping accuracy by
30%

15. What we know about mobile
Lots of things, or is it?
Clutter free

16. What we know about mobile
Lots of things, or is it?
High-end mobiles
are similar to
desktop searchers

17. What we know about mobile
Lots of things, or is it?
Good abandonment
is higher

18. What we know about mobile
Lots of things, or is it?
~70% of searches
in work or at home

19. What we know about mobile
Lots of things, or is it?
Mostly static
searches

20. What we know about mobile
Lots of things, or is it?
Visually the same
as desktop
Size of screen
does not matter
Social activity
Reduces button
tapping accuracy
by 30%
Clutter free
High-end mobiles
are similar to
desktop searchers
Good
abandonment is
higher
~70% of searches
in work or at
home
Mostly static
searches

21. Mobile has come a long way!
• Blood pressure monitors
• Skin conduction
• Respiration sensors
In 2001
81% accuracy

22. Mobile merges properties
Length
Breadth
Height

23. One thing search engines are
now attempting to do,
through apps, is to enhance
mobile search software as
manufactures enhance
hardware

24. Google Now on Tap
• Mobile hardware has positively evolved
– Smaller, thinner handsets
– Better cameras etc
• Now attempts to evolve mobile software through
search using an App
• Integrated with Google Now
– Get recommendations (aiding Google to
better personalize your content)
– Carry out further searches directly in a third
party app

25. Task continuation is
important on mobile devices

26. Keywords

27. Mobile keywords
We were more
concerned about
minimizing the
number of typed
search terms Mid noughties,
average number of
search queries was 16
characters
Conversational search
(shifted the SEO
landscape more toward
long tail keyword
optimization)

28. Keywords
Environment
Gender
Age Location
Culture
Linguistics
Voice
search
Use of words and phrases

29. Keywords
Use of words and phrases
iPhone
Mobile technology
explosion
1 or 2 words?
What the hell
happened?

30. Voice search is going to diminish the
searcher’s use of incorrect keywords
and therefore impact exact phrase
keywords

31. Categorising search queries
• When we search we often think of things we do not type
Samsung Galaxy Edge 7
Cognition
subjective reviews on
comprehensive information
Exhaustive Comprehensible Objective
Subjective Concrete Abstract
We often think
with these
keywords but
we do not type
them

32. Semantically, renaming search queries
Direct
[subjective 5 star
hotel in Miami]
Transformed
[review latest
blackberry handset]
None
[blackberry]
No more informational, navigational, transactional, connectivity
0
0.5
1
1.5
2
2.5
3
3.5
Nouns (unique) Nouns
(overlapping)
Verbs Adjectives
Difference between typed and voice
search queries and their component
words
Typed queries
Voice search
Transactional Informational

33. Mobile

34. Boredom and mobile interaction
.
More indicative
of boredom
Switching phone on
Changing screen orientation
Not so
indicative
Social network notifications
Frequency of open notification centre
Change screen status
App launches
Charging time
Amount of transmitted data
Activesearch
forstimuli
Analysing if we are bored

35. Google Now
• There:
› to support task continuation
› help bored searchers
Purpose for mobile search
Boredom state
I don’t like,
I’m bored
Boredom trait
I used to
like, but
now I’m
bored

36. Boredom and search
• Mobile has an ephemeral nature
.
Evoked by an urgent
need
When is the next bus home?
Location-based filtering
Semantic tools

37. Boredom and search
• Mobile has an ephemeral nature
.
Triggered by desire to
fill idle time
Funniest cinema movies
Mobile-tailored content
Social tagging

38. Boredom and search
• Mobile has an ephemeral nature
.
Prompted by an
event, situation, no
need to fill
Which cinema shows the film I just
seen the announcement about?
Ephemeral need, response is not yet
needed

39. Local SEO

40. Requirements
• Physical store (address)
• Localised phone numbers
• Personalised, unique content per location/store
• Store directory
• Static store page
Homepage
London Manchester Glasgow
Store
directory

41. Local search engines
• Local search engines do not offer an advantage over a global search engine
• Google had the highest recall score (42%) compared to local search engines
• Search engine indexes are completely different
All The
Web
Hot Bot Google Altavista
Wisisimo Excite Surfwax
NZExplorer SearchNZ
Search
Now
Meta search
engines
Local search
engines

42. Global engine, behaviour and bias
• We often click on Points of Interest (POI) up to 3,000 meters away
• Engines prefer to rank stores that are within 2,000 meters away

43. We look local
• Implicit and explicit geo searches
• 30% reduction in performance tapping buttons when walking
– When we walk our arms move vertically
– This is why voice search exists
Click-through rates

44. Our behavior changes depending upon transport method
Our search behaviour changes on public transport
– Stronger observation on public transport
– Momentarily passes on the street
• Not an issue
• Continue walking
• Unwanted attention quickly passes

45. Local SEO, aligning with PPC?
• Engines may soon process mobile queries like PPC, whereby:
– Location
– Time of day
– Day of week
– Weather conditions
– Current activity of user
– Temporal patterns (i.e. weekday vs weekend)
• Will be factored into a mobile search

46. Let’s go, local SEO…

47. Thank you, Graham Charlton

48. Set up a Google My Business account
Free and easy
to use
Bulk upload
locations
Impression
data to refine
your campaign
NAP

49. Have a fast, responsive website

51. Conduct extensive keyword research

52. Use Google Search Console
Free
Manual
penalty
checker
Impression
share by
device
Schema

53. Understanding your audience
What content is
your audience
looking for?
Linguistic
consideration

54. Google Maps
Claim your
physical address

55. Keep up-to-date with SEO algorithms

56. Flourish on a store page
Personalised
content
Embedded
Google Map*
*UK market
Directions
Advanced
on-page SEO

57. Advanced on-page SEO
Hilary
Clinton
Democrats
US
president
nominee
hopeful
AmericaNew York
Washington

58. Blog
Write for
your physical
audience
Think long
tail
QDF and
evergreen
content
Links, all
types
Scanable
content

59. References
• Kato, M.P., Yamaoto, T., Ohshima, H., and Tanaka, K. Cognitive search intents hidden behind queries: A
user study on query formulations. WWW ‘14 Companion
• Schilit, B. N. Mobile computing: Looking to the future. Computer.
• Gomez-Barroso, J. L. Factors required for mobile search going mainstream. Online Information Review.
36(6)
• Xu, Z., Luo, X., Yu, J., and Xu, W. Measuring semantic similarity between words by removing noise and
redundancy in web snippets. John Wiley & Sons Ltd.
• Matic, A., Pielot, M. and Oliver, N. Boredom-computer interaction: Boredom proneness and the use of
smartphone.
• Lane, N., Lymberopoulos, D., Zhao, F., Campbell, A. T. Hapori: Context-based local search for mobile
phones using community behavioural modeling and similarity. Ubicomp.
• Goldsten, J., Kantrowitz, M., Mittal, V., and Carbonell, J. Summarising text documents: Sentence and
evaluation metrics.
• Crossan, A., Murray-Smith, R., Brewser, S., Kelly, J., Musizza, B. Kelly, S.Gait phase effects in mobile
interaction. CHI 2005.
• Vang, K. J. Ethics of Google’s Knowledge Graph: Some considerations. Journal of Information,
Communication and Ethics in Society.
• Pielot, M. Dingler, T. Pedro, J. S., and Oliver, N. When attention is not scarce – detecting boredom from
mobile phone usage. Ubicomp.
• Kamvar, M. and Baluja, S. A large scale study of wireless search behavior: Google mobile search. CHI.
• Lei, Y., Uren, V., Motta, E. SemSearch: A search engine for the semantic web.
Key readings

60. The future of
search

61. Mobile will kill links

62. Mobile will bring use closer to the searcher
Linking technology with the searcher
Link-less
world
Mobile
Conversational
search
Artificial
Intelligence
Sweat glands
Technology
Predictive
search
Semantics
Internet of
Things
Semantics,
technology and
mobile
Snippet length
Query type,
mobile

63. Summary
Mobile is
HUGE
Mobile is
under-
researched
Mobile
behvaiour is
complex
Google Now on
Tap
Evoked by an
urgent need
Triggered by
desire to fill
idle time
Prompted by an
event, situation,
no need to fill
Practical Local
SEO tips
Think of the
future

64. Thank you!