For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).
Text of Mobile Strategy for Small Businesses - SME Mobile Strategies 2014
Mobile Strategy for Small Businesses BRIDGET RANDOLPH SME MOBILE STRATEGIES 2014
mobile is HUGE. Image Source
by 2017, 85% of the worlds population will have 3G coverage. @BridgetRandolphSource: Ericsson Mobility Report
internet.org initiative from Facebook
@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update internet in year 2000 mobile data in 2012 mobile data usage in 2012 was 12xthe size of the entire internet in 2000
@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
well be more connected than ever @BridgetRandolph
you'll reach peopleyou can't reach any other way. @BridgetRandolph
a multiscreen, device-agnostic world. @BridgetRandolph
of UK consumers have made a purchase using their mobile device. Source: Econsultancy
% of smartphone users have researched a product or service on their phone. Source: Google Databoard
about then purchased the item in-store. Source: Google Databoard
so businesses need to be mobile-friendly.
mobile cant just be an add-on anymore. @BridgetRandolph
people are doing it WRONG.
even bigbrands mess up
Forbes interstitial ads
and my personal favourite:
Starbucks lost CTA
Starbucks lost CTA (theyve fixed it now.)
or worse, they dont do anything. 60% of small businesses have websites; only half of these are mobile-friendly.
Apple no mobile website
of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy only
small businesses are even less likelyto have a mobile-friendly web presence. 60% of small businesses have websites; only half of these are mobile-friendly.
they dont see the . 71% of smartphone owners have researched a product on their device which they later bought.
but its easy enough to show the valueof mobile marketing. 84% of small businesses saw an increase in new business due to mobile marketing efforts
so it seems more likely that
they just dont know where to start.
thats where I come in.
BRIDGET RANDOLPH SEO Consultant, Distilled firstname.lastname@example.org @BridgetRandolph
Mobile Strategy for Small Businesses BRIDGET RANDOLPH
Getting Started with Mobile
1 Mobile Friendly Website 2 Search and Discovery 3 Reaching Your Customers Where they Are
Step 1 Mobile-Friendly Website
where your online customers primarily interact with you. 61% of mobile users who land on a non-mobile- friendly site are likely to go to a competitor's site
3 main approaches
responsive rearranges the layout dynamic serving serves different HTML on same URL separate mobile subdomain e.g. m.domain.com
choosean approach based on
your goals and technical capabilities
your users needs.
(we did a flowchart for our Best Practice Guide) www.distilled.net/training/mobile-seo-guide
but for a small business with a small website
Id usually recommend using a responsive template,
and a CMS (like Wordpress).
individual Wordpress themes Designfolio (from PressCoders): free, or $79 with support licence. Standard: $49 or $99 with support licence. Responsive (from CyberChimps): free. premium Wordpress theme providers Elegant Themes: ~$40/year with full support. WooThemes: free-$70.
or, if you dont want to use Wordpress: SquareSpace: from $8/month (for the most basic service). Wix: around $10/month.
Simples! Image Source
but I cant afford that.
if you do NOTHING else,
because theyre already mobile-friendly.
and start saving up for a mobile- friendly website! Image Source
final point to remember:
a mobile-friendly website is NOT a strategy.
its just the starting point.
Step 2 Search and Discovery
how people your website.
1.mobile SEO 2.local search 3.social media
1) mobile SEO
responsive design? SEO of Responsive Design by Kristina Kledzik
You dont need to do anything extra.
what if I cant use a responsive design?
dynamic serving Vary HTTP header http://goo.gl/km1qcZ Up to 73% of mobile local keyword rankings differed from their desktop counterparts
separate URLs There are several areas to look at. I wrote a whole post on Moz about it. http://moz.com/blog/how-to-optimize-a-mobile-site A Checklist for Optimizing Your Mobile Site
2) local search
any business with a physical location and/or location-based service area. 94% of smartphone users have looked for local info and 84% have taken action as a result
Desktop result for plumber search in London
Mobile result for plumber search in London
there are several factors for local search rankings
on-page optimization for location
local listings - Google My Business - other relevant local business directories - Yahoo! Local - Bing Local - Yelp - Merchant Circle - Angies List - Judys Book - Kudzu
Google My Business Small Business Guide to Google My Business