Presentation Details: Mobile Marketing, SEO & Visibility: Why You Should Care. Presented To: AMADC

Transcription

1 Presentation Details: Mobile Marketing, SEO & Visibility: Why You Should Care Presented To: AMADC

2 Mobile Changed Everything!

3 Mobile Changed Everything!

4 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 Key Takeaways Confidential 5/1/2012

5 Exercise

6 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

7 Why Mobile? Confidential 5/1/2012

8 Your Target is Primed 35% of U.S. adults own a smartphone, according to the Pew Research Center 66% sleep with their smartphones next to their beds 70% of mobile searches are acted upon within an hour vs. 30% of other searches 91% of all American s have their mobile phone within arm s reach 24/7

9 Do You Need to Do Something? Check Your Analytics

10 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

11 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 your site? Confidential 5/1/2012

12 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

13 Choosing a Mobile Solution Mobile Friendly Website Platforms Technology Design Content Stuytown Confidential 5/1/2012

14 Choosing a Mobile Solution Mobile Optimized Website Platforms Technology Design Content RoseNYC RechargeYourYard Confidential 5/1/2012

15 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 5/1/2012

16 Does an App Make Sense For You?

17 An App Only Makes Sense If You Have Something Useful To Offer

18 Mobile Exposure Through Search CPC SEO Local YOUR MOBILE PROPERTY

19 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 5/1/2012

20 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

21 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 5/1/2012

22 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 5/1/2012

23 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

24 Mobile SEO Tactical Effectiveness & Effort Mimics Desktop

25 SEO Needs to Provide Value Ranking vs. Value

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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 5/1/2012

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 Or click to call on WAP text ads PPC landing pages may be a first step into mobile Confidential 5/1/2012

32 How Else Can We Drive Traffic? Other Considerations Make sure your 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 5/1/2012

34 Top 10 Takeaways 1. Understand what going mobile means for success Is mobile a direction your company should take now? 2. Create a mobile strategy 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 R2INTEGRATED: CONTACT US Lori Ulloa Senior Web Strategist, SEO Expert R2integrated - Digital Marketing & Technology Twitter: SEO_Girl [email protected] Baltimore/Washington Seattle Boston St. Louis