Download pdf - [Webcast] The Shift for Driving Search Marketing Success - Part 2

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TECHNOLOGY

4

Integrated Digital Marketing

ANALYTICS &

OPTIMIZATION

The Big Shift in Search Marketing


The buyer journey has evolved. Again.

Mobile Has Surpassed Desktop

54.9

61.6

69.2

77.1

85.9 85.6

19.7

30.7

46

63.7

85.9

113.4

0

20

40

60

80

100

120

2011 2012 2013 2014 2015 2016

Bill

ion

s

U.S. Local Search Market: Mobile vs. Desktop

Desktop Mobile

Source: BIA/Kelsey



Most consumers now start

on a smartphone.

path to purchase

Mobile Search Optimization


Connecting with the right audience, at the right place at precisely the right time.


of all mobile searches have local intent. 50%



Source: Google/Nielsen

of mobile searches are driven by speed and convenience. 81%


Mobile users have half the bandwidth and are twice as impatient.


“Research has shown that any delay longer than a second will cause the user to interrupt their flow of thought, creating a poor experience. We must deliver and render the above the fold (ATF) content in under one second, which allows the user to begin interacting with the page as soon as possible.”

https://developers.google.com/speed/docs/insights/mobile




Page

Views Customer

Satisfaction Conversion

Rates

+11% +16% +7%

A 1 second decrease in website load time results in…


50+ Sites Tested – How do you stack up?

Site Speed Performance Mobile-Friendly Technical SEO


Recommendations Grade

Leverage browser caching

Serve static content from a cookieless domain

Specify a Vary: Accept-Encoding header

Minimize redirects

Remove query strings from static resources

Avoid bad requests

Minimize request size

Specify a cache validator

50 0-64 65-84 85+

Urgent

Fix

Needs

Improvement

No Change

Needed

70

100

100

Overall Grade Requests Load Time Page Size

91/100 70 9.81s 1.0MB 98

Performance

Example: Site Speed Performance Test

Results

100

100

100


Bad Signals Lead to Bad SEO

• Broken links • 404 errors • 301 (redirects) • Poor site map • Missing images tags


Example: Technical SEO Analysis Details Below are the specific critical errors found on the website, which may adversely affect organic search rankings.

Violation Title Level Category Count

The description is missing. Warning SEO 471

The title is too long Warning SEO 7

The <h1> tag is missing Warning SEO 466

The <img> tag does not have an ALT attribute defined Warning SEO 464

The page contains broken hyperlinks Error SEO 44

The URL for the hyperlink is broken Error SEO 32

The page contains multiple canonical formats Error SEO 20

The page contains multiple <h1> tags Warning Standards 7

The description is too short Warning SEO 1

Total Errors 1512

+147% display campaign ROI

+418.75% page #1 rankings

+185.26% increase in organic

search traffic

Client Case Study



Google’s Mobile-Friendly Icon How to Get the “Mobile-Friendly” Icon in Google Search Results


http://thenextweb.com/insider/2015/02/26/google-will-rank-your-site-higher-if-its-mobile-friendly-starting-april-21/

“We see these [mobile-friendly] labels as a first step in helping mobile users to have a better mobile web experience. We are also experimenting with using the mobile-friendly criteria as a ranking signal.”


Question #5 Have you verified that your mobile site

passes Google’s mobile-test?

18%

82%

Yes

No

Previous Webinar Poll Results


Previous Webinar Poll Results

Question #6 How far along are you in terms of

developing a mobile-first strategy for

your digital marketing?

52% 35%

13% Haven't Started

Greater Than 30 Days

Less Than 30 Days

Question #5 Have you verified that your mobile site

passes Google’s mobile-test?

18%

82%

Yes

No


How Much Business Did You Lose From the Mobile SEO-Pocalypse?


REPORT: Mobile “Configuration” Errors Cause

68% Smartphone Traffic Loss

Source: Brightedge

TAKEAWAY: Make mobile SEO a priority.



Does your site pass

Google’s mobile-

friendly test? Get your site analyzed. Free.

Details at end of presentation.


82/100 52%

50+ Sites Tested – How do you stack up?

Site Speed Performance Mobile-Friendly Technical SEO

2864

AIS Media Report Results: Website Performance Analysis

Looking Forward


Wearables are coming



Device to Device Communication

The “Internet of Things”

TAKEAWAYS FOR

SEARCH MARKETING

SUCCESS KEY 2015 1. Search marketing has evolved. Focus is on conversions, not just search

rankings and traffic.

2. “Mobile-friendly” design impacts search rankings. Make user experience a priority.

3. Create content with mobile audiences in mind.


Limited Time Complimentary Offer

FREE Website Performance Analysis

• Site speed analysis

• Google’s “Mobile-friendly” test

• Technical SEO audit

• 30-Minute consultation

Call: 404.751.1043

Email: [email protected]
