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Mobile Search Engine MarketingRob Stokes – 10 August 2010
Credit: Stuck in Customs http://www.flickr.com/photos/stuckincustoms/
Mobile advertising constitutes <1% of global adspend
And yet there are 3 times as many mobile phones as there are televisions
Growth!
Mobile search is growing fast
Google reports mobile queries are up 500% in 24 months
Mobile searches on Android up 300% from last year
Google SA receives 2 000 000 queries per day on mobile
In fact 25% of all Google searches in SA are mobile
On the weekend, this rises to 65%!
What makes mobile searchers different?
Mobile users snack on the internet in small sessions
They generally access the web when they need a quick, instant answer
They are always in a rush
Are often moving
Far more goal driven
And are doing it all on a much smaller screen with a really poor input device
This means that the way they search is very different
Majority of mobile searches are navigational, rather than informational, in nature
Mobile users know what they are looking for, they just need to know where to find it.
And if they don’t know what they are looking for, they tend to use shorter, more generic phrases – no fluff!
Therefore brand and product (even competitor) names are more important than generic category queries
Smart phone users are substantially more likely to search
Nielsen reports that mobile users are highly “search dominant”. The use search to navigate even if they already know the site they want to get to.
This means that at the very least, you need to get the basics right around your brand queries
Anatomy of a mobile SERP
Credit: mollycakes http://www.flickr.com/photos/mollycakes/
Mobile SEO
Credit: gaspi *yg http://www.flickr.com/photos/gaspi/
Search engines strive to deliver the most relevant, useful results based on the query and other available data
In mobile, this includes location…!
Personalised search is more pronounced on mobile(if you are logged in…)
However search engines also have less site history, traffic and inbound links to use as ranking factors
Higher ranking is much more important on mobile as there are few (if any!) listings above the fold
Local listings are CRITICAL for local businesses. If you’re not there, you are not going to be found.
Inbound links are still important but less important than conventional search
High quality, relevant, keyword rich, properly formatted content is vital
Make sure all content is visible to search engines:• Good URLs• Not behind a login or https• Mobile XML site maps• Code compliance – more important than
standard search
Make sure Google knows you’re a mobile site:• Featuring the word “mobile” in the copy• Use location modifiers in tags and content• Use a mobile sub domain/folder or suffix
Is your standard site competing with your mobile site?
Detect, redirect and link between the two
Universal search is growing:
don’t forget the non text verticals (image, video, product, news, etc.)
Adwords on Mobile
Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/
Don’t just flick the mobile switch, a separate campaign should be set up for mobile users
Use the same architecture and tweak over time
Start with a lower CPC than your desktop campaign and adjust up. Mobile is generally cheaper, but can be more risky.
Important targeting options:• Location• OS• Phone type – phones with full browsers often
better
Keep smartphone and WAP campaigns separate
Mobile ads are shorter than a normal text ad – only 18 characters width and only 1 description line, not 2
Use phone numbers in adverts – mobile users like to call!
Retest conversion rates of all keywords – some are better for mobile, some are worse.
Reduce expectations:
users are less likely to purchase from a mobile device so give them a reason to come back on desktop or share (tweet, SMS share, email to friend)
http://www.flickr.com/photos/linhngan/3101950593
Mobile Landing Pages
What comes after the click is much more important on mobile
A more impatient user with less space to impress them
Optimise your landing pages/site for the mobile browser
Remove non essential images – they take up screen space
Include a phone number high on the page
Use contrasting colours and simple fonts – a clean design is vital
Organise content into short lists and bold important terms
http://www.flickr.com/photos/jblndl/45769316
App Store Search
5 Billions Apps downloaded – this is important
But with hundreds of thousands of apps, you still need to be found
Use keywords in the app name and copy
Encourage reviews
Time your promotion to boost popularity fast
Promote the app through social channels and relevant communities
Enticing screenshots encourage the download
Offer a “lite” or “free” version to boost popularity
Questions?
Credit: Oberazzi http://www.flickr.com/photos/oberazzi/
