Optimizing your business for mobile

Transcription

1 Optimizing your business for mobile presented by John Carcutt Director of SEO & Social Media

2 Who is this guy? Why should I take the time to listen to him? John Carcutt Director of SEO & Social Media Advance Digital Follow on 12 Years in SEO and Online Marketing SEO Educator & Speaker, University of Miami, National & Local Level Published on most major online search publications and news sites. Co-Host of SEO101 on Webmaster Radio (weekly radio show) Worked with thousands of local and national companies on SEO Has worked both as an in-house SEO and built SEO divisions for national advertising agencies.

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4 to look into thoroughly in an effort to find or discover something Merriam-Websters

5 92% of online adults use Search Engines to find information on the Web

6 Currently, there are more than 3 Billion searches/day on Google

7 750 Million Mobile Searches on Google Every Day

8 Why Over is SEO 40 important? Billion Pages Indexed Graph via

9 Page 1 Page 2 Source: Dec 2010, Optify Study

10 Top 3 Positions are Critical to Mobile Search Page 1 Page 2 Source: Dec 2010, Optify Study

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16 Who Wants to be #1?

17 The result that is Best for the User The best answer to the question. The most relevant, trusted and authoritative content.

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19 Your content is your answer to their question.

20 Be Unique Be Educational Be a Resource Be Specific

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22 What are we actually talking about here?

23 ART Authority Relevancy Trust

24 Relevancy The SEO Factors The pieces and part which make a difference. Authority Trust

25 Authority Relevancy

26 #87 #1

27 Trust - 40% 0% 70% 90% 90% Site optimization is influenced by both Positive Factors Negative Factors and -80% 80% 70% 60% The range of optimization is therefore -100% 100% 40% -50% 50% 50% 40% Factors are both variable & cumulative Total Optimization = 6-20% 30% 20% 10%

28 Keyword Research Optimize for all Devices Local Search Strategy Other Search Methods Technical Issues

29 Keywords and Content What you say and how you say it makes a difference. Relevancy: The Search Engines want to return the most relevant results for every search query. We have to demonstrate the relevance of our pages for appropriate search queries. You are the Search Result!

30 Keywords and Content What you say and how you say it makes a difference. Alabama Hotels Gulf Shores Hotels AL Gulf Shores Hotels on the Beach 135,000 Searches Monthly 18,100 Searches Monthly 9,900 Searches Monthly Popularity Head Long Tail Traffic

31 Optimized for all Devices Your web site should work no matter how they come to you. Responsive Design is preferred by Google Responsive Design is a single version of your website which changes based on the device being used to view it. This can be a challenge or even impossible for some sites without a complete site design overhaul. Dedicated Mobile Website: m.domain.com This is a separate instance of a website specifically formatted for mobile devices. Can require additional resources. Does not impact rankings directly and allows for mobile specific interactive features.

32 Optimized for all Devices Your web site should work no matter how they come to you.

33 Local Search Strategy Your NAP is Key Name Address Phone Number It is imperative your NAP remain consistent everywhere it appears online. This is the primary means of identification used by the search engines for local businesses

34 Local Search Strategy Make sure the engines know where you are. Claim your Local Search Listings Claimed listings do better in Local Search Claim Google at minimum Ensure NAP consistency across all claimed listings. Add images, coupons or any other data types. Local

35 Other Search Methods The way people search in Mobile can be very different. Micro Search Platforms Many apps on Mobile devices are little search engines Yelp Tripadvisor UrbanSpoon FourSquare Mobile is inherently Social and many apps are used to search and share business or location data.

36 Other Search Methods The way people search in Mobile can be very different. Optimizing for Voice Search Siri gets data from Yelp, so make sure you have a complete listing: Optimize your Yelp business listing TripAdvisor is another big data source for Siri: Optimize your business listing on TripAdvisor Siri uses over 60 data sources, many of which are tied to Local Search Platforms. Use Data Distribution Services. Google Launched a Voice Search for Android Uses Google

37 Technical Issues to Understand How everything is put together matters. Other Factors Which Can Impact Search? The Content Management System you use for your web site. Your domain name configuration. Robots.txt &b Sitemap.xml files, Mobile Sitemaps Special technologies such as Flash or Ajax Considerations for Site Redesign

38 Other Attributes & Tools How everything is put together matters. Must Have Tools for Success? Google Webmaster Tools Bing Webmaster Central Google Analytics

39 Takeaways from Today Don t walk away empty handed. 1. Understand people use search a lot in Mobile 2. You are the Search Result 3. Become and ART lover 4. Do your Keyword Research 5. Optimize for All Devices 6. Have a Local Search Strategy 7. Optimize for Other Search Methods 8. Utilize Webmaster Tools and Analytics

40 They say there is no secret. They are wrong!

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43 Thank You! I hope you found this useful.