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The Mobile Opportunity for Local and Multi-Location Businesses
August 11, 2015 1:00 EDT (10:00 PDT)
Speakers:Kent Lewis, President & Founder, Anvil
Tyler Ludwig, Director of Product and Product Strategy, Rio SEO
@rio_seo / #rioseo
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Submitting questions to speaker Q+A session at end of webcast Use “Ask a Question” box to submit questions Send questions at any time #DMDwc #RioSEO
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Today’s Presenters
Tyler Ludwig, Director of Product and Product Strategy, Rio SEO
Kent Lewis, President & Founder, Anvil
@rio_seo / #rioseo
The mobile local playbook to make sure you’re mobile-ready
What turns off the mobile user
How paid search can attract qualified leads
Understand the importance of storytelling for mobile
What You’ll Learn
THE MOBILE LOCAL PLAYBOOK TO MAKE SURE YOU’RE MOBILE-READY
@rio_seo / #rioseo
Mobile Users Expect Great UX
Source: https://www.experiencedynamics.com/blog/2015/03/30-ux-statistics-you-should-not-ignore-infographic
Responsive design for seamless experience
Mobile m. website for mobile content
Proper meta tags for search engine bots
Embedded media capabilities on mobile
Local search optimized store finder/locator
@rio_seo / #rioseo
Test If You’re Mobile Ready
Google Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly/
Check Google Search Console
Measure mobile analytics
Test your site on your phone
*Sample mobile-friendly tag in Google search results
@rio_seo / #rioseo
Ensure Users Can Find You
Recent Reports:Big 3 Account for 96.3%
of US Search Traffichttp://rioseo.co/SearchEngineStats
(searchengineland.com)
Local Citations – Over 50% of business search for business hours, directions and local addresses
Industry Citations – Local companies with a national footprint should look for industry-specific citations
Niche Citations – get brand mentions and co-citations on social outlets and the trade organization websites that their target market members belong to
@rio_seo / #rioseo
Monitor Your User Engagement
Facebook comments engagement
90% of consumers say their buying decisions are influenced by online reviews
Measure review sites that matter most for your business
Be active on responding to reviews and comments on various channels
@rio_seo / #rioseo
Boost Mobile Conversions
People are spending an average of 30 hours per month engaging with their apps
Drive app downloads from local landing pages to gain insight into rich user data
Integrate additional elements for mobile users like Wallet (formally Passbook) or Google Wallet options for coupons/promotions
“Mobile devices last year used before or during shopping trips influenced just under one trillion dollars, or 28%, of in-store sales in the United States.”
@rio_seo / #rioseo
Measure Cross-Channel ROI
Measuring analytics from local landing pages on desktop and mobile
Monitor user click and search activities for granular insight into mobile behavior
Integrate local promotions, coupons or downloads to drive conversions
Measure conversions from online to offline with unique promo codes
@rio_seo / #rioseo
Poll Question
Are you currently doing any of the following in your mobile search strategy? (Check all that apply)
• Have a website that is mobile-friendly
• Use responsive design
• Have separate experiences for mobile and desktop
• Have listed your local businesses on search engines
• Have listed your local businesses on sub-tier directories
• Have tools to monitor mobile user engagement
• Use enhanced content like app downloads or coupons targeted for mobile users
• Are measuring cross-channel metrics like call analytics or online to offline conversions
• None of the above
WHAT TURNS OFF MOBILE USERS AND IMPACTS YOUR BRAND ONLINE
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Time/location-sensitive info
Scrolling pages
One-thumb navigation
Ignoring A Mobile Experience
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Quick facts/proof points
Minimalist contact form
Directions & contact info
Ignoring A Mobile Experience
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9% of the visits to our interstitial page resulted in the ‘Get App’ button being pressed.
69% of the visits abandoned our page. These users neither went to the app store nor continued to our mobile website.
“Gating” Content
http://googlewebmastercentral.blogspot.com.es/2015/07/google-case-study-on-app-download-interstitials.html
@rio_seo / #rioseo
Poll Question
Do you currently have software to report on any of the following? (Check all that apply):
• Google rankings
• Yahoo! rankings
• Bing rankings
• Citation accuracy for NAP (name, address, phone #)
• Reviews for each location
• Average review rating by network
• Data accuracy in external data aggregators
• None of the above
• We do not currently have local reporting software
DRIVING QUALIFIED LEADS AND CONVERSIONS WITH LOCAL PAID MARKETING
@rio_seo / #rioseo
Localize, target & time your online ads
Test geo-fencing technology
Create a relevant call-to-action
Look beyond mobile search to social & apps
Click-to-call ideal conversion for many
Enhancing Local with Paid Search
@rio_seo / #rioseo
Shoppers check mobile devices before purchasing
Optimize for the ‘Micro Moment’
5 second rule
Minimalist landing/product pages
Mobile Specific Conversions
@rio_seo / #rioseo
Poll Question
Which mobile and local marketing strategies are you using today? (check all that apply)
• Local paid search ads targeting local businesses
• Mobile advertising using geo-fencing/geo-targeting
• Mobile app advertising
• Beacon marketing
• Local ad extensions like click to call features
• Do local advertising on social networks like Facebook
• Spend more on desktop advertising
• Spend more on mobile advertising
• None of the above
WHAT ARE THE GREATEST OPPORTUNITIES FOR MOBILE
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60% of digital time is spent on mobile
Consumers look at their cell 150x daily
Provide information, entertainment or commerce
Storytelling for Mobile
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Cross-device campaigns & tracking
Social platform mobile ad options
Get in while it’s affordable!
Integrated Advertising
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In-app advertising and search
Beaconing/geo-fencing
Don’t forget email and SMS!
Evolving Technology & Behavior
@rio_seo / #rioseo
http://digitalmarketingdepot.com [email protected]#DMD
Thank You! Questions?
www.rioseo.com #rioseo
www. anvilmediainc.com