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

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    07-Aug-2015

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  1. 1. #AISMediaEdu
  2. 2. Atlanta Dallas
  3. 3. Award-Winning Design Team TRANSFORMATION 2015 | #AISMediaEdu
  4. 4. Featured Clients & Attendees TRANSFORMATION 2015 | #AISMediaEdu
  5. 5. Where Youve Seen Us TRANSFORMATION 2015 | #AISMediaEdu
  6. 6. Lift Delivered. TRANSFORMATION 2015 | #AISMediaEdu Brand Awareness Buyer Engagement Sales Performance
  7. 7. Copyright 2014, AIS Media, Inc. Videos Articles Webinar Use Case Specs PR EMAIL SOCIAL SEO WEB PRESENCE MARKETING AUTOMATION LEADS / SALES DESIGN CONVERSION Papers CRM 12 3 5 DISPLAY CONTENT DIGITALMARKETING CHANNELS PPC TECHNOLOGY 4 Integrated Digital Marketing ANALYTICS & OPTIMIZATION
  8. 8. The Big Shift in Search Marketing
  9. 9. TRANSFORMATION 2015 | #AISMediaEdu The buyer journey has evolved. Again.
  10. 10. 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 Billions U.S. Local Search Market: Mobile vs. Desktop Desktop Mobile Source: BIA/Kelsey TRANSFORMATION 2015 | #AISMediaEdu
  11. 11. TRANSFORMATION 2015 | #AISMediaEdu Most consumers now start on a smartphone. path to purchase
  12. 12. Mobile Search Optimization
  13. 13. TRANSFORMATION 2015 | #AISMediaEdu Connecting with the right audience, at the right place at precisely the right time.
  14. 14. TRANSFORMATION 2015 | #AISMediaEdu of all mobile searches have local intent.50%
  15. 15. TRANSFORMATION 2015 | #AISMediaEdu
  16. 16. TRANSFORMATION 2015 | #AISMediaEdu Source: Google/Nielsen of mobile searches are driven by speed and convenience.81%
  17. 17. TRANSFORMATION 2015 | #AISMediaEdu Mobile users have half the bandwidth and are twice as impatient.
  18. 18. TRANSFORMATION 2015 | #AISMediaEdu 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
  19. 19. TRANSFORMATION 2015 | #AISMediaEdu Page Views Customer Satisfaction Conversion Rates +11% +16% +7% A 1 second decrease in website load time results in
  20. 20. TRANSFORMATION 2015 | #AISMediaEdu 50+ Sites Tested How do you stack up? Site Speed Performance Mobile-Friendly Technical SEO
  21. 21. TRANSFORMATION 2015 | #AISMediaEdu 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 1.0MB98 Performance Example: Site Speed Performance Test Results 100 100 100
  22. 22. TRANSFORMATION 2015 | #AISMediaEdu Bad Signals Lead to Bad SEO Broken links 404 errors 301 (redirects) Poor site map Missing images tags
  23. 23. TRANSFORMATION 2015 | #AISMediaEdu 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 tag is missing Warning SEO 466 The 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 tags Warning Standards 7 The description is too short Warning SEO 1 Total Errors 1512
  24. 24. +147% display campaign ROI +418.75% page #1 rankings +185.26% increase in organic search traffic Client Case Study TRANSFORMATION 2015 | #AISMediaEdu
  25. 25. TRANSFORMATION 2015 | #AISMediaEdu Googles Mobile-Friendly Icon How to Get the Mobile- Friendly Icon in Google Search Results
  26. 26. TRANSFORMATION 2015 | #AISMediaEdu 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.
  27. 27. TRANSFORMATION 2015 | #AISMediaEdu Question #5 Have you verified that your mobile site passes Googles mobile-test? 18% 82% Yes No Previous Webinar Poll Results
  28. 28. TRANSFORMATION 2015 | #AISMediaEdu 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 Googles mobile-test? 18% 82% Yes No
  29. 29. TRANSFORMATION 2015 | #AISMediaEdu How Much Business Did You Lose From the Mobile SEO-Pocalypse?
  30. 30. TRANSFORMATION 2015 | #AISMediaEdu REPORT: Mobile Configuration Errors Cause 68% Smartphone Traffic Loss Source: Brightedge
  31. 31. TAKEAWAY: Make mobile SEO a priority. TRANSFORMATION 2015 | #AISMediaEdu
  32. 32. TRANSFORMATION 2015 | #AISMediaEdu Does your site pass Googles mobile- friendly test? Get your site analyzed. Free. Details at end of presentation.
  33. 33. TRANSFORMATION 2015 | #AISMediaEdu 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
  34. 34. Looking Forward
  35. 35. TRANSFORMATION 2015 | #AISMediaEdu Wearables are coming
  36. 36. TRANSFORMATION 2015 | #AISMediaEdu
  37. 37. TRANSFORMATION 2015 | #AISMediaEdu Device to Device Communication The Internet of Things
  38. 38. TAKEAWAYS FOR SEARCH MARKETING SUCCESSKEY 20151. 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. TRANSFORMATION 2015 | #AISMediaEdu
  39. 39. Limited Time Complimentary Offer FREE Website Performance Analysis Site speed analysis Googles Mobile-friendly test Technical SEO audit 30-Minute consultation Call: 404.751.1043 Email: info@aismedia.com TRANSFORMATION 2015 | #AISMediaEdu