View
688
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Find out how to build a relevant mobile strategy, optimize your mobile platforms and drive local and mobile traffic.
Citation preview
Building a Mobile Search Optimization Plan
October 2013
Driving Digital Performance
MEET YOUR PRESENTER
Maxime Gaudreau, Eng.VP, Innovation & Digital [email protected]
Innovation at iProspect:
• Services Portfolio Development
• Practice Leadership Program• New Opportunity Consulting• Organizational Change• Tools & Technologies
Driving Digital Performance
MOBILE ADOPTION
Driving Digital Performance
WHAT IS MOBILE?
Driving Digital Performance
HOW IS MOBILE DIFFERENT?
DEVICE
CONTEXT
Driving Digital Performance
MOBILE SEARCH OPTIMIZATION PLANNING
• Paid Media• Organic
• KPIs• Tracking
• Owned• Rented
• Context• Intent
1. Analyze 2. Build
3.Promote
4.Measure
1. AnalyzeMobile Search in the Customer Journey
Analyze
Build
Promote
Measure
Driving Digital Performance
WHY DO CONSUMERS SEARCH ON MOBILE DEVICES?
Speed & ConvenienceSource: http://www.google.com/think/research-studies/creating-moments-that-matter.html
Driving Digital Performance
MOBILES SEARCHES VARY BY CONTEXT
Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html
Context is King
In mobile search
Types of Context
Time(when)
Location(where)
Processes(how)
Role(who)
Sentiment(why)
Intent(why)
Relationships(who & what)
© 2012 R Wang & Insider Associates, LLC.
Driving Digital Performance
SEARCH MARKETING IN THE CUSTOMER JOURNEY
Last interaction
Traditional
Mobile
First interaction
Awareness Consideration Intent Decision
Traditional vs. Mobile
Driving Digital Performance
CONTEXT IN SEARCH QUERIES
Explicit aspect of query
“flights to boston”
“iPhone user, Montreal”Implicit aspect of query
+
=“I intend to find an iPhone-friendly website to shop for flights from Montreal to Boston”
Driving Digital Performance
IMPLICIT INTENT IS GROWING
Takeaway #1: Analyze
Perform analysis of your customer journey to build assumptions around your mobile audience needs and context.
Action Items:
1. Understand the mobile nature of your business2. Develop mobile use cases for your online
personas3. Perform mobile keyword research and intent
analysis
2. BuildMobile Web Media Optimization
Analyze Build
Promote
Measure
Driving Digital Performance
“While many mobile sites were designed with mobile viewing in mind, they weren’t designed to be search friendly.”
— Google Search Engine Optimization
Starter Guide, 2010
OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE
Driving Digital Performance
“To improve the search experience for smartphone users and address their pain points, we plan to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.”
— Google, June 11th 2013
OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE
Driving Digital Performance
THE CUSTOMER SEARCH EXPERIENCE
Not a mobile page!
The full site is ranking, no redirect to mobile
Driving Digital Performance
THE CUSTOMER SEARCH EXPERIENCE
The mobile version should be ranking instead.
Driving Digital Performance
OPTIONS FOR MOBILE SITE
Responsive
Dedicated Mobile
RESS(Responsive Design
+ Server Side)
Driving Digital Performance
OPTIONS FOR MOBILE SITE: Responsive Layout
Source: http://sixrevisions.com/mobile/methods-mobile-websites/
Starbucks
Responsive design is Google’s preferred option
Driving Digital Performance
OPTIONS FOR MOBILE SITE: Dedicated Mobile
Source: http://sixrevisions.com/mobile/methods-mobile-websites/
Walmart Amazon
Driving Digital Performance
OPTIONS FOR MOBILE: Responsive Design + Server Side
Source: http://sixrevisions.com/mobile/methods-mobile-websites/
eHow Slideshare
Driving Digital Performance
Common Mistakes:• Faulty redirects• Unplayable video• App download interstitials• Irrelevant cross-linking• Slow page speed• Smartphone-only 404
ON-SITE CONSIDERATIONS THAT CAN AFFECT MOBILE RANKINGS
Driving Digital Performance
Significant percentage of queries are by searchers looking for local information.
LOCAL SEARCH & MOBILE DEVICES
Source: http://chitika.com/insights/2012/
Driving Digital Performance
MOBILE SEARCHERS NEEDS & EXPECTATIONS
Source : http://www.telmetrics.com/xadtelmetrics-mobile-path-to-purchase-study/
Driving Digital Performance
Query: “sports store” from iProspect office, iPhone
Top ranking result has close location and strong associated Google+ page: https://plus.google.com/115615218594564506930/posts?hl=en
LOCAL PRESENCE OPTIMIZATION: GOOGLE+ PAGE
Takeaway #2: Build
Optimize your web media for mobile devices and customer experience.
Action Items:
1. Perform mobile searcher & website user experience audit
2. Perform mobile SEO audit3. Build a mobile website with a great user
experience4. Optimize Google+ pages
3. PromoteGaining visibility in mobile search
Analyze Build
Promote
Measure
Driving Digital Performance
Mobile Offsite SEO Tactics
=Traditional Offsite SEO
Tactics+
Local Presence
Driving Digital Performance
OPTIMIZING LOCAL VISIBILITY
Reviews (native & 3rd party)
Google+ Social Signals(+1’s & shares)
Citations (accurate & consistent,
structured & unstructured)
Driving Digital Performance
MOBILE & PPC
• Location Bid Adjustments:Increase bids based on particular towns or business areas
• Location Extensions with mobile strategy: allocate specific location extensions to your ad
Driving Digital Performance
MOBILE & PPC
• Call Extensions: Use click-to-call extensions to let customers contact your business directly via their phones through mobile search ads
Driving Digital Performance
MOBILE & PPC
• Mobile Ad Sitelinks : Specify pages that mobile users might be looking, for such as “Store Finder” or “Sales”
Driving Digital Performance
MOBILE & PPC
• Apps Extensions : Drive downloads of your mobile app on the Google search page
Takeaway #3: Promote
Promote your mobile presence through paid and organic search channels.
Action Items:
• Acquire links – traditional SEO• Perform Google+ local offsite optimization• Improve paid search ad targeting for
mobile users and devices
MeasureTracking Mobile Search Success
Analyze Build
Promote
Measure
Driving Digital Performance
• Looking at mobile customer-to-business touch points
• Click-to-call• Directions (map)• Versions switching (between
mobile and full)• Store locator (on mobile
devices)
MOBILE KPIS: MICRO CONVERSIONS
Takeaway #4: Measure
Establish performance KPIs for mobile and set up appropriate tracking.
Action Items:
1. Identify KPIs based on key customer touch points
2. Track and measure KPIs
Driving Digital Performance
MOBILE SEO ACTION PLAN
1. Analyze 2. Build 3. Promote 4. Measure
Understand the mobile nature of
your business
Perform mobile searcher &
website user experience audit
Acquire links – traditional SEO
Identify KPIs based on key
customer touch points
Develop mobile use cases for your online personas
Perform mobile SEO audit
Perform Google+ local
offsite
Track and measure KPIs
Perform mobile keyword
research and intent analysis
Build a mobile website with a
great user experience
Improve paid search ad
targeting for mobile users and devices
Optimize Google+ pages
Driving Digital Performance
Q & A