Mobile Search Marketing - SearchFest 2013
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Mobile Search Marketing SEMPDX - SearchFest 2013
@AaronWeiche Minneapolis
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Just The Start
• Mobile search is booming … and therefor evolving
• Desktop factors, but not a desktop screen
• Paid is at a big turn, AdWords Enhanced Campaigns
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Mobile Search
1. Paid+ Most control+ Best real estate
2. Local+ Most context+ Best result
3. Organic+ Challenged
PAIDLOCAL ORGANIC
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Mobile Search
Visibility Matters A LOT
Google has outlined that a drop from from the 1st to 4th position in mobile ad SERPS can mean a 90% CTR drop.
Only 3 to 4 “haves” and the rest are “have nots”
-90%
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Mobile Search
Organic Search
@AaronWeiche
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Mobile Search Best Practices
• Mobile & Desktop are still very similar, so follow both organic ranking factors for content and on-page optimization
• Google is feeding us that users want the same content, just a better experience on mobile so chasing “mobile only” factors might be short sighted
• Access for Googlebot Mobile • If you have a mobile site, make sure the m.domain.com robots.txt is in place, not
blocking the site … use of VARY HTTP header
Organic Known Factors
@AaronWeiche
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Mobile Search Best Practices
Responsive Advantages
+ User experience on all devices+ One URL, one set/version of content+ Links hit the same URLS+ Easier to maintain, one CMSBostonGlobe.com , Mashable.com
Mobile Site ApproachParallel Mobile Site Advantages
+ Control the user experience+ Features just for mobile user+ Better control over mobile SEO meta and content+ Better load timeAmazon.com , Ebay.com
Dynamic Mobile Site Advantages
+ Easier technical implementation + Better than desktop user experienceCNN.com , Zillow.com
@AaronWeiche
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Mobile Search Best Practices
• Just how much weight: Responsive Website or Mobile site (m.domain.com)
• Links and activity from mobile social networks
• Mobile meta standard introduced, mobile rich snippets (PLEASE)
• SERP action success, clicks/touches and time on site
• Speed, always consider speed improvements
Future Factors
@AaronWeiche
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Mobile Search Best Practices
Will the mobile user experience trump many ranking factors?
http://www.brysonmeunier.com/mobile-icons-in-google-smartphone-results/
Future Factors
@AaronWeiche
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Mobile Search
Local Search
@AaronWeiche
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Local Mobile Search Is Right Here, Right Now
It’s not research mode, it’s NEED mode.
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Mobile IS Local
Local searches make up 20% of desktop, that jumps to 50% on mobile
All CONTEXT driven and PROXIMITY might be the greatest context in search
Mobile search results in action, 70% within an hour
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Local Mobile Search
• Use David Mihm’s Local Search Ranking Factors report
http://www.davidmihm.com/local-search-ranking-factors.shtml
• Pay attention to changes in SERP delivery, they currently change often
• Device specific serps (smartphone and tablet)
Local Ranking Factors
@AaronWeiche
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Local Mobile Search
• Research and know the mobile terms that can produce a top and a dominant listing for you
• Pure local results on mobile
Dominance
@AaronWeiche
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Local Mobile Search
• Some directory profile pages carry significant weight
• Yelp, Urbanspoon and Citysearch are most common, especially Yelp
Directories
@AaronWeiche
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Mobile Search
Paid Search
@AaronWeiche
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“Mobile ads are the freaking bomb, they’re in my pocket!”
-@w2scott
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Paid Mobile Search
• Separate mobile bidding is gone! Yuck
• Mobile bids are controlled by % adjustment from desktop • It is less work to build campaigns for mobile, but the fine
controls have been removed
• Sitelinks have more control, down to the ad level
• Call length and number information is now included
• Collection of blog posts by Luke Alley of Avalaunch Media: http://bit.ly/GECresource
Enhanced Campaigns
@AaronWeiche
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Paid Mobile Search
Enhanced Campaigns
@AaronWeiche
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Paid Mobile Search
Enhanced Campaigns
@AaronWeiche
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Paid Mobile Search
Enhanced Campaigns
@AaronWeiche
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Sitelinks
I LOVE sitelinks
Customer service for your mobile search ad
More characters, more SERP real estate
Will better sitelinks= better user adoption?
Granular reporting
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SOCIAL PROOF
PRICE DEFINE DO IT!
OUCH
@AaronWeiche
Understand the INTENT of the search, use sitelinks to meet the intent
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VISIT DEALS THEME / TIMING
WASTED
@AaronWeiche
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Paid Mobile Search
Dominate the mobile SERP
• Combine paid and organic
Example: 7 location auto body shop• 23.44% of their total clicks are mobile• CTR for mobile ads is 3.17% vs. 0.95%
for desktop, 255.22% better• Mobile clicks are 33.02% less
expensive than desktop clicks ($2.07 vs. $1.39)
• Mobile conversions up
Case StudyMobile PPC
Organic
@AaronWeiche
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Paid Mobile Search
• Both Click to Call and directions sitelink • Give a better EXPERIENCE to the user with
paid search over organic result
Locations
@AaronWeiche
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Paid Mobile Search
Click to Call• 52% of smartphone users have called after search • Call extensions improve click through rate 6%-8%
• Enhanced now brings call reporting to all
Source: Google
@AaronWeiche
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Paid Mobile Search
Create visibility & show expertise
• Mobile landing pages have their own rules
• We create 2 versions – all (trust) and short (simplicity) to test initially
• Test mobile landing pages
Landing Pages
@AaronWeiche
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Mobile Search
The Mobile Experience
@AaronWeiche
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Mobile
Mobile ExperienceThe Search & Context The Mobile SERPs The Mobile Experience
#1“My need, here & now”
@AaronWeiche
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Mobile
Mobile ExperienceMobile Friendly = More likely to buy
67%Mobile Unfriendly = More likely to leave
61%
Source: Google
@AaronWeiche
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Mobile Usability
The obvious goal is to create and enable an experience, not limit it
Remove friction and simplify
Take advantage of intuitive device experiences
@AaronWeiche
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Mobile Usability
Don’t just pair down, meet the context of the mobile user
Fingers and thumbs
Use prior analytics to understand importance, utility and needs
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Mobile Search Best Practices
Both Google and Bing recommend Responsive Web Design (RWD)
• RWD is preferred, but mobile sites work too using Vary HTTP header
• Pierre Far of Google stresses the right build
over optimization – FOR NOW
Responsive Preferred
https://developers.google.com/webmasters/smartphone-sites/
@AaronWeiche
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Mobile Search Best Practices
• Less characters in the SERP displayed, more consistently in the 50 – 55 characters in meta title
• Don’t change/shorten your headings h1, h2, h3
• Speed of load, always optimize speed
• Allow the crawling of site assets (CSS, images, JS)
Responsive SEO
@AaronWeiche
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Mobile Experience
Addition of a mobile site increased mobile traffic, page views, reservations
• Mobile traffic is up 45.5% in 2012 vs 2011• Mobile menu’s out perform majority of desktop
pages in visits, TOS, entrance pages, bounce rate
• Wine pairing feature provides utility for the customer
• Mobile reservations up
Case Study
@AaronWeiche
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Mobile Experience
Great example of mobile experience for numerous locations
Subway
@AaronWeiche
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Mobile Experience
Great example of mobile experience for e-commerce
lululemon
@AaronWeiche
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Mobile Search
• The world of mobile search right now – Paid and Local are your best options
• Research and know your wrinkles and opportunities
• Ensure that once your result is clicked, it has the ability to deliver with a great mobile experience
• Don’t fall asleep at the wheel, it’s about to speed up
Summary of Mobile PAID PAIDPAID PAIDPAID PAIDPAID PAIDLOCAL LOCALLOCAL LOCALLOCAL LOCAL
ORGANIC
@AaronWeiche
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Mobile Search Marketing
@AaronWeiche
http://www.linkedin.com/in/aaronweiche
Blog: AaronWeiche.com
Thank you, let’s connect.
@AaronWeiche