ALEYDA SOLIS AT KAHENACON IN JERUSALEM, 2013

Inbound Marketingin a

Multi-Device World

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Shalom

INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETERINTERNATIONAL SEO AT SEER INTERACTIVE

Also an SEOmoz Associate & State of Search Blogger

Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

I’m Aleyda Solis

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Welcome to Reality. We live in a Multi-Device World.

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Driven by Cross-Platform Conversions

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Driven by Cross-Platform Conversions

http://bit.ly/gmultideviceconversions

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

With even stronger potential

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

With even stronger potential

http://bit.ly/emarketermobile

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

... but your search strategy needs a make-over

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Let’s See Why...

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Still No Mobile Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

No Mobile User Friendly

Still No Mobile Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Non-Optimized Mobile Web

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

No Mobile User Friendly

Non-Optimized Mobile Web

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

No Cross-Platform Optimization

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Doesn’t incentivize your Desktop Users to Download your App!

No Cross-Platform Optimization

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Intrusive Multi Platform Promotion

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

No Mobile User Friendly

Intrusive Multi Platform Promotion

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Start Thinking Inbound

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

...for a Multi-Device Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

1. Select your Platform

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

1. Select your Platform: Mobile Web

* Audience distributed in many devices* No complex integration needed * Fewer resources & time for development* Maximum Web content reach required

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

1. Select your Platform: Mobile App

* Audience focused in specific platforms* Complex integration & functionality needed * Enough resources & time for development* Content Web distribution is not key

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization

For Websites

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Choose a Mobile Web setting according to your Characteristics

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

GENERAL MOBILE SEO BEST PRACTICES

RESPONSIVE WEB SEO GOOD PRACTICES

DYNAMIC SERVING SEO GOOD PRACTICES

PARALLEL MOBILE WEB SEO GOOD PRACTICES

http://www.seomoz.org/blog/mobile-seo-process

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Reorganize your content to be correctly displayed in the devices

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Reorganize your content to be correctly displayed in the devices

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Reorganize your content to be correctly displayed in the devices

Check http://www.nngroup.com/reports/mobile-website-and-application-

usability/

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Optimize your Mobile Pages Relevance

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Enhance your pages visibility w/ structured markup & Google+ Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Enhance your pages visibility w/ structured markup & Google+ Presence

Go to http://www.google.com/+/business/ & http://bit.ly/GRichSnippets

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Make your Mobile site fast

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Make your Mobile site fast

Use https://developers.google.com/speed/pagespeed/insights

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: Web

Serve the right Web version according to the device

You should use:

* CSS media-queries with responsive Web* User agent detection with dynamic serving* User agent detection and redirects with a parallel mobile site

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization

For Apps

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Create and optimize landing pages for your Apps in your Site

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Feature Testimonials, Reviews, Incentivize Downloads

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Integrate your social presence in your app landing page

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

More Search Results Visibility with Google+ Sign In with Apps

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Improve your App Store Search App Presence Relevance & Popularity

* Relevance: * App name * Description * Keywords

* Popularity: * Download Rate * Install Base * Ratings * Comments * External Review Sites

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Gamify your Mobile Experience: Enhance Loyalty and Generate UGC

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Promote your app in relevant app communities and blogs

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Follow-up with the specific “Applications” search feature in Google

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

2. Multi-device search Optimization: App

Research your App category competition w/ App Annie & Searchman

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

3. Cross-Promote between your presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

3. Cross-Promote between your presence

Refer between your multi-device presence non-intrusively

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

3. Cross-Promote between your presence

Create multi-device awareness in the different channels

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

4. Measure to Improve your Multi-Device Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Check Visits and Conversions per device, keyword, pages of your Web

4. Measure to Improve your Multi-Device Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Use Google Analytics SDK to track your app users and revenue

4. Measure to Improve your Multi-Device Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Use Google Analytics SDK to track your app users and revenue

4. Measure to Improve your Multi-Device Presence

Check: http://bit.ly/mobiletrackingga

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

4. Measure to Improve your Multi-Device Presence

Check your Google Analytics Web campaigns tagging referrers w/ user agent switchers and Google Analytics Debugger

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Check your Google Analytics Web campaigns tagging referrers w/ user agent switchers and Google Analytics Debugger

4. Measure to Improve your Multi-Device Presence

For Firefox: http://bit.ly/uaswitcherfirefox

http://bit.ly/gadebuggerfirefox

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Check your Google Analytics Web campaigns tagging referrers w/ user agent switchers and Google Analytics Debugger

4. Measure to Improve your Multi-Device Presence

For Chrome: http://bit.ly/uaswitcherchrome

http://bit.ly/gadebuggerchrome

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Check your Google Analytics App campaigns tagging w/ a proxy to check HTTP requests made from Apps installed on your Mobile

4. Measure to Improve your Multi-Device Presence

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Check your Google Analytics App campaigns tagging w/ a proxy to check HTTP requests made from Apps installed on your Mobile

4. Measure to Improve your Multi-Device Presence

http://www.charlesproxy.com/

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

Evolve your Inbound Marketing... to think Multidevice

Select your Platform

Web Apps2.

3. Cross- Promote

Optimize for

4.

1.

Web AppsMeasure your

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON

There’s NO excuse. The future is Multi-Device.

GOT QUESTIONS?

Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

Toda Raba

Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON