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A deck we presented at the IAB in London on April 7 -- opening up a session on mobile search where Google and Yahoo and others shared their views on this key area.
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Mobile search forecastto be bigger than display
An extra or an essential?• An extra• “ When I have got
Google working my priority is Bing and Yahoo. Mobile is a long way down my priorities”
An extra or an essential?• An extra• “ When I have got
Google working my priority is Bing and Yahoo. Mobile is a long way down my priorities”
• An essential• “Our customers
are really into mobile so it’s crucial I get this right. And if my competitors are slow…”
Or maybe it’s both…“…mobile search is largely “additive”
to PC search.
…mobile queries spike when people are away from their desks — during
lunch, on the weekends, etc.”
Vic Gundotra - Google
Smartphone behaviour different to feature phones..
“What we found is that consumers who use high-end mobile devices,
their search behavior is very similar to what we’re seeing on the PC”
“Consumers are searching for info from a wide variety of topics –
compared to a narrow variety when it comes to feature phones.”
Diana Pouliot - Google
“The new rule; Mobile first”
Eric Schmidt
Google is the key player
Source – Opera – which excludes iphones etc
Search & social dominate mobile
Some things make more sense on mobile
Click to call• Consumers that click to call are;– 22 % more likely to be more relevant than
other lead sources and – 31 % were more likely to result in an
appointment than other lead sources.
– Source; Google case study
Location• Location makes search more
actionable.– 37% of local online searchers visited a
business in person– 46% of local online searchers contacted a
business by telephone.
New opportunity for retail
Mobile SEO• Same rules apply to mobile SEO as
PC SEO–But…
• Google can redraw your webpage to make it work better on mobile
• Mobile friendly pages not rewarded by page rank – yet!!!!
High degree of optimisation now
possible
| 13 January 2008 | Course Title | 16
More tools coming soon?
Smart people are wasting money
3 key questions1. What % of site traffic comes from
iphones etc2. How does your site perform on
iphone and other smartphones?3. Is your mobile search turned on or
off
Unlocking value• Mobile search On– Typically 5+%
mobile– Are landing pages
optimised?– Overall search
performance compromised?
Unlocking value• Mobile search On– Typically 5+%
mobile– Are landing pages
optimised?– Overall search
performance compromised?
• Mobile search Off– Typically good
volumes for most search terms
– Often lower prices as less contested
Top Tips• Mobile search On– Understand % of
site & search traffic from mobile
– Are searches likely to be useful for searcher?
– Calculate cost of wasted searches
– = budget for mobile optimisation of site
Top Tips• Mobile search On– Understand % of
site & search traffic from mobile
– Are searches likely to be useful for searcher?
– Calculate cost of wasted searches
– = budget for mobile optimisation of site
• Mobile search Off– Understand size of
mobile search opportunity
– Calculate impact of additional volume on business metrics
– = budget for mobile optimisation of site
It’s time to experiment
![Essential non-google search tools for researchers [edited highlights]](https://img.pdfslide.net/doc/110x75/55a70f9a1a28ab10628b4761/essential-non-google-search-tools-for-researchers-edited-highlights.jpg)
