Mobile Search Strategy

Building a Mobile Search Optimization Plan

October 2013

Driving Digital Performance

MEET YOUR PRESENTER

Maxime Gaudreau, Eng.VP, Innovation & Digital Performancemaxime.gaudreau@iprospect.com

Innovation at iProspect:

• Services Portfolio Development

• Practice Leadership Program• New Opportunity Consulting• Organizational Change• Tools & Technologies

Driving Digital Performance

MOBILE ADOPTION

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WHAT IS MOBILE?

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HOW IS MOBILE DIFFERENT?

DEVICE

CONTEXT

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MOBILE SEARCH OPTIMIZATION PLANNING

• Paid Media• Organic

• KPIs• Tracking

• Owned• Rented

• Context• Intent

1. Analyze 2. Build

3.Promote

4.Measure

1. AnalyzeMobile Search in the Customer Journey

Analyze

Build

Promote

Measure

Driving Digital Performance

WHY DO CONSUMERS SEARCH ON MOBILE DEVICES?

Speed & ConvenienceSource: http://www.google.com/think/research-studies/creating-moments-that-matter.html

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MOBILES SEARCHES VARY BY CONTEXT

Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html

Context is King

In mobile search

Types of Context

Time(when)

Location(where)

Processes(how)

Role(who)

Sentiment(why)

Intent(why)

Relationships(who & what)

© 2012 R Wang & Insider Associates, LLC.

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SEARCH MARKETING IN THE CUSTOMER JOURNEY

Last interaction

Traditional

Mobile

First interaction

Awareness Consideration Intent Decision

Traditional vs. Mobile

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CONTEXT IN SEARCH QUERIES

Explicit aspect of query

“flights to boston”

“iPhone user, Montreal”Implicit aspect of query

+

=“I intend to find an iPhone-friendly website to shop for flights from Montreal to Boston”

Driving Digital Performance

IMPLICIT INTENT IS GROWING

Takeaway #1: Analyze

Perform analysis of your customer journey to build assumptions around your mobile audience needs and context.

Action Items:

1. Understand the mobile nature of your business2. Develop mobile use cases for your online

personas3. Perform mobile keyword research and intent

analysis

2. BuildMobile Web Media Optimization

Analyze Build

Promote

Measure

Driving Digital Performance

“While many mobile sites were designed with mobile viewing in mind, they weren’t designed to be search friendly.”

— Google Search Engine Optimization

Starter Guide, 2010

OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE

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“To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.”

— Google, June 11th 2013

OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE

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THE CUSTOMER SEARCH EXPERIENCE

Not a mobile page!

The full site is ranking, no redirect to mobile

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THE CUSTOMER SEARCH EXPERIENCE

The mobile version should be ranking instead.

Driving Digital Performance

OPTIONS FOR MOBILE SITE

Responsive

Dedicated Mobile

RESS(Responsive Design

+ Server Side)

Driving Digital Performance

OPTIONS FOR MOBILE SITE: Responsive Layout

Source: http://sixrevisions.com/mobile/methods-mobile-websites/

Starbucks

Responsive design is Google’s preferred option

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OPTIONS FOR MOBILE SITE: Dedicated Mobile

Source: http://sixrevisions.com/mobile/methods-mobile-websites/

Walmart Amazon

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OPTIONS FOR MOBILE: Responsive Design + Server Side

Source: http://sixrevisions.com/mobile/methods-mobile-websites/

eHow Slideshare

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Common Mistakes:• Faulty redirects• Unplayable video• App download interstitials• Irrelevant cross-linking• Slow page speed• Smartphone-only 404

ON-SITE CONSIDERATIONS THAT CAN AFFECT MOBILE RANKINGS

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Significant percentage of queries are by searchers looking for local information.

LOCAL SEARCH & MOBILE DEVICES

Source: http://chitika.com/insights/2012/

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MOBILE SEARCHERS NEEDS & EXPECTATIONS

Source : http://www.telmetrics.com/xadtelmetrics-mobile-path-to-purchase-study/

Driving Digital Performance

Query: “sports store” from iProspect office, iPhone

Top ranking result has close location and strong associated Google+ page: https://plus.google.com/115615218594564506930/posts?hl=en

LOCAL PRESENCE OPTIMIZATION: GOOGLE+ PAGE

Takeaway #2: Build

Optimize your web media for mobile devices and customer experience.

Action Items:

1. Perform mobile searcher & website user experience audit

2. Perform mobile SEO audit3. Build a mobile website with a great user

experience4. Optimize Google+ pages

3. PromoteGaining visibility in mobile search

Analyze Build

Promote

Measure

Driving Digital Performance

Mobile Offsite SEO Tactics

=Traditional Offsite SEO

Tactics+

Local Presence

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OPTIMIZING LOCAL VISIBILITY

Reviews (native & 3rd party)

Google+ Social Signals(+1’s & shares)

Citations (accurate & consistent,

structured & unstructured)

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MOBILE & PPC

• Location Bid Adjustments:Increase bids based on particular towns or business areas

• Location Extensions with mobile strategy: allocate specific location extensions to your ad

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MOBILE & PPC

• Call Extensions: Use click-to-call extensions to let customers contact your business directly via their phones through mobile search ads

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MOBILE & PPC

• Mobile Ad Sitelinks : Specify pages that mobile users might be looking, for such as “Store Finder” or “Sales”

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MOBILE & PPC

• Apps Extensions : Drive downloads of your mobile app on the Google search page

Takeaway #3: Promote

Promote your mobile presence through paid and organic search channels.

Action Items:

• Acquire links – traditional SEO• Perform Google+ local offsite optimization• Improve paid search ad targeting for

mobile users and devices

MeasureTracking Mobile Search Success

Analyze Build

Promote

Measure

Driving Digital Performance

• Looking at mobile customer-to-business touch points

• Click-to-call• Directions (map)• Versions switching (between

mobile and full)• Store locator (on mobile

devices)

MOBILE KPIS: MICRO CONVERSIONS

Takeaway #4: Measure

Establish performance KPIs for mobile and set up appropriate tracking.

Action Items:

1. Identify KPIs based on key customer touch points

2. Track and measure KPIs

Driving Digital Performance

MOBILE SEO ACTION PLAN

1. Analyze 2. Build 3. Promote 4. Measure

Understand the mobile nature of

your business

Perform mobile searcher &

website user experience audit

Acquire links – traditional SEO

Identify KPIs based on key

customer touch points

Develop mobile use cases for your online personas

Perform mobile SEO audit

Perform Google+ local

offsite

Track and measure KPIs

Perform mobile keyword

research and intent analysis

Build a mobile website with a

great user experience

Improve paid search ad

targeting for mobile users and devices

Optimize Google+ pages

Driving Digital Performance

Q & A