The Mobile Search Universe by @aleyda at #SMXMuenchen

THE AMAZING(IN EXPANSION AND STILL PRETTY MUCH UNKNOWN)

MOBILE SEARCH UNIVERSEBY

ALEYDA SOLISFROM

2013

YOUR

MOBILE SEARCH UNIVERSE EXPLORATION GUIDE

ALEYDA SOLISINTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETERSEO AT SEER INTERACTIVE [email protected] / @aleyda / www.aleydasolis.com

mailto:[email protected]


http://www.aleydasolis.com

http://www.aleydasolis.com

WE HAVE ONLY 1 HOUR TO EXPLORE...

THE MOBILE SEARCH UNIVERSE BY ALEYDA SOLIS

... SO FASTEN YOUR SEATBELTS!



WAITWE SHOULD FIRST UNDERSTAND...


HOW HUGE MOBILE ISTHE FORCE CAN YOU FEEL?


IT’S FINALLY BOOMING

RECOMMENDATIONS

STUDIES & RESEARCH

TOOLS



RECOMMENDATIONS

STUDIES & RESEARCH

TOOLS

AMAZING GROWTH TRENDS



RECOMMENDATIONS

STUDIES & RESEARCH

TOOLS

AMAZING GROWTH TRENDS

IT’S BOOMING BIG BANG STYLE


NOT THIS BIG BANG


THIS BIG BANG


THIS BIG BANG

IT’S MASSIVE AND STILL UNKNOWN


LET’S EXPLORE THE MOBILE SEARCH UNIVERSE


WHERE SHOULD WE GO?


MOBILE WEBS

WHERE SHOULD WE GO?


MOBILE APPS

MOBILE WEBS

WHERE SHOULD WE GO?


MOBILE APPS

MOBILE WEBS

OR BOTH?

WHERE SHOULD WE GO?


MOBILE APPS

MOBILE WEBS

WE NEED TO ANALYZE TO DECIDE

WHERE SHOULD WE GO?


RESEARCHCHECK YOUR MOBILE DATA


RESEARCHCHECK YOUR MOBILE DATA

SINCE�� NOT�� ALL�� OF�� US�� HAVE�� YODA’S�� POWER�� WE�� NEED�� TO�� VALIDATE�� AND�� MAKE�� THE�� MOST�� BENEFICIAL�� DECISION


USE GOOGLE ANALYTICS1CURRENT WEB MOBILE

TRAFFIC


USE GOOGLE WEBMASTER TOOLS 2CURRENT MOBILE SEARCH

VISIBILITY

3THE MOBILE SEARCH UNIVERSE BY ALEYDA SOLIS

USE GOOGLE KEYWORDS TOOL

POTENTIAL MOBILE WEB

SEARCH VOLUME


4POTENTIAL MOBILE

WEB SEARCH COMPETITORS

USE OPERA MOBILE EMULATOR


USE APP STORE RANKINGS

POTENTIAL MOBILE APP

TRAFFICVOLUME


USE APP ANNIE 6POTENTIAL MOBILE

APPCOMPETITORS

USE APP ANNIE STORE STATS


7DESIRED MOBILE

OFFERING &FUNCTIONALITY

USE FLUID UI OR JUST IN MIND PROTOTYPER


7 DESIRED MOBILE

OFFERING &FUNCTIONALITY

6 POTENTIAL MOBILE

APPCOMPETITORS

5 POTENTIAL MOBILE APP

TRAFFICVOLUME 4 POTENTIAL

MOBILE WEB SEARCH

COMPETITORS

1CURRENT WEB MOBILE

TRAFFIC 2 CURRENT MOBILE SEARCH

VISIBILITY

3 POTENTIAL MOBILE WEB

SEARCH VOLUME

DECIDE WITH THESE


ALONG WITH&

CHARACTERISTICSMOBILE WEBS MOBILE APPS

VS


MOBILE WEBS MOBILE APPS

PROSCONTENT IS WEB INDEXABLEDEVICE INDEPENDENTEASIER WEB DEVELOPMENT & UPDATESEARCH PERFORMANCE IS EASIER TO MEASURE

CONSCONNECTION DEPENDENCELIMITED HARDWARE INTEGRATIONBANDWIDTH & BROWSER LIMITED UX

PROSCONNECTION INDEPENDENCEHIGH HARDWARE INTEGRATIONBETTER GRAPHIC PERFORMANCE AND UX

CONSCONTENT IS NOT WEB INDEXABLE DEVICE DEPENDENTMORE EXPENSIVE DEVELOPMENT & UPDATESEARCH PERFORMANCE IS HARDER TO MEASURE

ACCESSED VIA MOBILE BROWSER DOWNLOADED, INSTALLEDAND EXECUTED IN MOBILE


MOBILE WEB MOBILE APPCHOOSE

* MOBILE AUDIENCE IS WELL DISTRIBUTED IN MANY DIFFERENT DEVICES* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NOT NEEDED * HAVE FEWER RESOURCES & TIME FOR DEVELOPMENT & ONGOING SUPPORT* MAXIMUM CONTENT DISTRIBUTION AND WEB REACH IS REQUIRED * YOUR MOBILE AUDIENCE IS RELATIVELY STRONG AND BENEFICIAL



* MOBILE AUDIENCE IS WELL DISTRIBUTED IN MANY DIFFERENT DEVICES* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NOT NEEDED * HAVE FEWER RESOURCES & TIME FOR DEVELOPMENT & ONGOING SUPPORT* MAXIMUM CONTENT DISTRIBUTION AND WEB REACH IS REQUIRED * YOUR MOBILE AUDIENCE IS RELATIVELY STRONG AND BENEFICIAL

BETTER�� IF�� ...�� WE’RE�� STARTING�� WITH�� MOBILE



* MOBILE AUDIENCE IS FOCUSED IN SPECIFIC MOBILE PLATFORMS* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NEEDED * ENOUGH RESOURCES & TIME FOR MOBILE APP DEVELOPMENT & ONGOING SUPPORT* DOESN’T REQUIRE CONTENT DISTRIBUTION AND WEB REACH * YOUR MOBILE AUDIENCE IS VERY STRONG AND HIGHLY BENEFICIAL



* MOBILE AUDIENCE IS FOCUSED IN SPECIFIC MOBILE PLATFORMS* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NEEDED * ENOUGH RESOURCES & TIME FOR MOBILE APP DEVELOPMENT & ONGOING SUPPORT* DOESN’T REQUIRE CONTENT DISTRIBUTION AND WEB REACH * YOUR MOBILE AUDIENCE IS VERY STRONG AND HIGHLY BENEFICIAL

BETTER�� IF�� ...�� WE’RE�� LOOKING�� TO�� EXPAND�� OUR�� ALREADY�� SUCCESSFUL�� MOBILE�� WEB


NOW WE CAN DECIDE WHERE TO GO FIRST

MOBILE WEBS MOBILE APPSOR

NOW WE CAN DECIDE WHERE TO GO FIRST


MOBILE WEBS MOBILE APPSORAND SINCE WE’RE JUST STARTING


LET’S EXPLORE FIRST

THE MOBILE WEB


FOCUSING ON YOUR

MOBILE WEB GOALS


FOCUSING ON YOUR

MOBILE WEB GOALSMOBILE WEB

SEARCH VISIBILITY

MOBILE WEB ORGANIC TRAFFIC

MOBILE WEB ORGANIC CONVERSIONS

HIGH MOBILE WEB SEARCH ROI


FOCUSING ON YOUR

MOBILE WEB GOALSMOBILE WEB

SEARCH VISIBILITY

MOBILE WEB ORGANIC TRAFFIC

MOBILE WEB ORGANIC CONVERSIONS

HIGH MOBILE WEB SEARCH ROI

LET’S ACHIEVE THESE WITH YOUR MOBILE WEB


3YOU CAN DO

IT WITH

MOBILE WEB APPROACHES


3 MOBILE WEB APPROACHES

RESPONSIVE WEB DESIGN

PARALLEL MOBILE SITE

DYNAMIC SERVING

1

2

3

YOU CAN DO IT WITH


1RESPONSIVE WEB 2DYNAMIC SERVING 3PARALLEL MOBILE WEB

EACH�� ONE�� OF�� THEM�� HAVE�� THEIR�� OWN�� CHARACTERISTICS,�� WITH�� SPECIFIC�� SEO�� BEST�� PRACTICES...��

SPECIFIC SEO BEST PRACTICES SPECIFIC SEO BEST PRACTICES SPECIFIC SEO BEST PRACTICES


1RESPONSIVE WEB 2DYNAMIC SERVING 3AND�� ALSO�� GENERAL�� RECOMMENDATIONS�� THAT�� ALL�� OF�� THEM�� NEED�� TO�� FOLLOW!

PARALLEL MOBILE WEB


GENERAL SEO BEST PRACTICES


1RESPONSIVE WEB 2DYNAMIC SERVING 3LET’S�� START�� WITH�� THE�� GENERAL�� SEO�� BEST�� PRACTICES

PARALLEL MOBILE WEB


GENERAL SEO BEST PRACTICES


EXPLORING

123SEO BEST PRACTICES FOR

ALL MOBILE WEBS


ALL MOBILE WEBS

MAXIMIZE YOUR MOBILE PAGES SPEED TO AVOID BANDWIDTH RESTRICTIONS

USE PAGE SPEED INSIGHTS MOBILE FILTER TO IMPROVE SPEED


ALL MOBILE WEBS

OPTIMIZE YOUR MOBILE INTERFACE. BEWARE OF ELEMENTS (FLASH, INTERSTITIALS) THAT CANNOT BE CORRECTLY DISPLAYED OR PROVIDE A BAD USER AND SEARCH EXPERIENCE

CHECK HTTP://WWW.NNGROUP.COM/ARTICLES/OPTIMIZING-A-SCREEN-FOR-MOBILE-USE

http://www.nngroup.com/articles/optimizing-a-screen-for-mobile-use

http://www.nngroup.com/articles/optimizing-a-screen-for-mobile-use


ALL MOBILE WEBS

MAKE MOBILE PAGES CONTENT RELEVANT TAKING SPACE LIMITATION INTO CONSIDERATION

USE MOBILE EMULATORS AND USER AGENT SWITCHER EXTENSIONS


ALL MOBILE WEBS

GIVE YOUR MOBILE CONTENT A MEANING WITH STRUCTURED DATA AND EARN HIGHER SEARCH VISIBILITY WITH RICH SNIPPETS

FOLLOW GOOGLE’S STRUCTURED DATA & RICH SNIPPETS GUIDE


ALL MOBILE WEBS

IF YOU’RE A LOCAL BUSINESS CREATE PRESENCE IN GOOGLE+ FOR BUSINESSES AND GET MORE VISIBILITY WITH MAPS

VISIT HTTP://WWW.GOOGLE.COM/+/BUSINESS/

HTTP://WWW.GOOGLE.COM/+/BUSINESS/

HTTP://WWW.GOOGLE.COM/+/BUSINESS/


ALL MOBILE WEBS

CONTINUOUSLY TRACK YOUR MOBILE WEB ORGANIC ACTIVITY TO IMPROVE CONVERSIONS USE GOOGLE ANALYTICS & WEBMASTER TOOLS MOBILE OPTIONS


ALL MOBILE WEBS

IT’S�� FUNDAMENTAL�� TO�� FOLLOW�� THESE�� GOOD�� PRACTICES�� IN�� ANY�� OF�� THE�� MOBILE�� WEB�� APPROACHES...�� NOW�� LET’S�� EXPLORE�� THE�� SPECIFICS�� OF�� EACH�� ONE!



RESPONSIVE WEB

EXPLORING


RESPONSIVE FOR MOBILE WEB

SAME HTML USING CSS MEDIA QUERIES FOR A FLUID DESIGN THAT FITS WELL ANY DEVICE SCREEN

USE HTTP://MATTKERSLEY.COM/RESPONSIVE/ TO CHECK RESPONSIVENESS

1

HTTP://MATTKERSLEY.COM/RESPONSIVE/

HTTP://MATTKERSLEY.COM/RESPONSIVE/




BEST FOR EFFICIENT CRAWLING

1RESPONSIVE FOR MOBILE WEB




WORST FOR MOBILE SPEED & UX





NOT SUITABLE IF MOBILE KEYWORDS ARE DIFFERENT



IF�� YOU�� HAVE�� THE�� TECHNICAL�� CAPACITY�� AND�� FLEXIBILITY�� AND�� YOUR�� CONTENT,�� OFFERING�� &�� KEYWORDS�� FOR�� MOBILE�� AND�� DESKTOP�� ARE�� THE�� SAME,�� THEN�� THIS�� IS�� YOUR�� CHOICE.



IF�� YOU�� HAVE�� THE�� TECHNICAL�� CAPACITY�� AND�� FLEXIBILITY�� AND�� YOUR�� CONTENT,�� OFFERING�� &�� KEYWORDS�� FOR�� MOBILE�� AND�� DESKTOP�� ARE�� THE�� SAME,�� THEN�� THIS�� IS�� YOUR�� CHOICE.

MAKE SURE TO ALLOW JS, IMG & CSS CRAWLING




DYNAMIC SERVING

EXPLORING


DYNAMIC SERVING FOR MOBILE WEB 2WEB SERVER SERVE DIFFERENT HTML IN THE SAME URL DEPENDING IF IT’S MOBILE OR DESKTOP USER AGENTUSE MOBILE EMULATORS AND WEB SNIFFERS TO CHECK DYNAMIC SERVING


2WEB SERVER SERVE DIFFERENT HTML IN THE SAME URL DEPENDING IF IT’S MOBILE OR DESKTOP USER AGENT

BEST FOR SPECIFIC MOBILE CONTENT & UX

USE MOBILE EMULATORS AND WEB SNIFFERS TO CHECK DYNAMIC SERVING

DYNAMIC SERVING FOR MOBILE WEB



GOOD FOR EFFICIENT INDEXING





WORST FOR USER DETECTION & CRAWLING ERRORS




2IF�� YOU�� CANNOT�� GO�� RESPONSIVE�� DUE�� TO�� A�� HIGHLY�� DIFFERENTIATED�� OFFERING�� FOR�� MOBILE�� OR�� BECAUSE�� OF�� TECHNICAL�� RESTRICTIONS,�� DYNAMIC�� SERVING�� IS�� THE�� ALTERNATIVE.




USE THE VARY HTTP HEADER AS GOOGLE SPECIFIES




ALWAYS SERVE THE SAME HTML TO USERS & BOTS




PARALLEL MOBILE WEB

EXPLORING


PARALLEL MOBILE WEB 3MOBILE WEB STRUCTURE WITH SPECIFIC URLS UNDER “M” SUBDOMAIN, REDIRECTING USER & BOTS TO CORRECT VERSION



GOOD FOR SPECIFIC MOBILE CONTENT & UX



WORST FOR REDIRECTS & INDEXING ERRORS


PARALLEL MOBILE WEB 3IF�� YOU�� WANT�� A�� DIFFERENTIATED�� OFFERING�� FOR�� MOBILE�� AND�� CANNOT�� IMPLEMENT�� A�� DYNAMIC�� SERVING�� MOBILE�� VERSION�� DUE�� TO�� TECHNICAL�� RESTRICTIONS,�� THEN�� YOUR�� ALTERNATIVE�� IS�� A��

PARALLEL�� MOBILE�� SITE




KEEP MOBILE URLS CONSISTENT WITH DESKTOP URLS




USE THE VARY HTTP HEADER AS GOOGLE SPECIFIES




REDIRECT USERS & BOTS TO CORRECT URL VERSION




ADD REL ALTERNATE & CANONICAL TAGS IN URLS




REFER TO MOBILE URLS IN SITEMAP WITH REL ALTERNATE




LINK FROM YOUR MOBILE AND DESKTOP VERSIONS


NOW WE KNOW THE MOBILE WEB GALAXY

1RESPONSIVE WEB 2DYNAMIC SERVING 3PARALLEL MOBILE WEB


AND�� HOW�� TO�� NAVIGATE�� IT�� TO�� MAXIMIZE�� YOUR�� MOBILE�� WEB�� SEARCH�� VISIBILITY,�� TRAFFIC,�� CONVERSIONS�� AND�� A�� HIGH�� ROI

NOW WE KNOW THE MOBILE WEB GALAXY


IT’S TIME TO EXPLORE

THE MOBILE APPS


FOCUSING ON YOUR

MOBILE APP GOALS


FOCUSING ON YOUR

MOBILE APP GOALSAPP STORE

SEARCH VISIBILITY

MOBILE APP DOWNLOADS

MOBILE APP CONVERTED USERS

HIGH MOBILE APP SEARCH ROI

WEB SEARCHVISIBILITY


FOCUSING ON YOUR

MOBILE APP GOALSAPP STORE

SEARCH VISIBILITY

MOBILE APP DOWNLOADS

HIGH MOBILE APP SEARCH ROI

WEB SEARCHVISIBILITY

MOBILE APP CONVERTED USERS

LET’S ACHIEVE THESE WITH YOUR MOBILE APP


2YOU CAN DO IT

THROUGH

SEARCHPLATFORMS


2YOU CAN DO IT

THROUGH

SEARCHPLATFORMS

WEB SEARCH

APP STORESEARCH1

2


1WEB SEARCH 2APP STORE SEARCH

EACH�� ONE�� OF�� THEM�� HAVE�� THEIR�� OWN�� CHARACTERISTICS,�� WITH�� RESTRICTIONS�� AND�� SEO�� BEST�� PRACTICES...��

1BEST PRACTICES FOR

WEB SEARCH


EXPLORING


WEB SEARCH FOR MOBILE APPS

OPTIMIZE AN APP LANDING PAGE ON YOUR SITE TO RANK FOR RELEVANT KEYWORDS, FEATURING REVIEWS AND SOCIAL CHANNELS TO SHARE IT.

1



IMPROVE YOUR APP LANDING PAGE SEARCH VISIBILITY BY USING STRUCTURED DATA FOR APPS AND REVIEWS TO GET RICH SNIPPETS

1



VISIBLY LINK FROM YOUR LANDING PAGE TO THE APP STORE PROFILE TO INCENTIVIZE DOWNLOADS

1



SUGGEST YOUR MOBILE APP TO YOUR MOBILE WEB VISITORS ACCORDING TO THEIR PLATFORM

1



BUILD PRESENCE IN APP REVIEW SITES, BLOGS AND COMMUNITIES TO INCREASE DOWNLOADS, POSITIVE REVIEWS, MENTIONS, SHARES, ETC.

1



FOLLOW UP THE EVOLUTION OF GOOGLE’S APPLICATIONS SEARCH FILTER

1

BY�� FOLLOWING�� THESE�� RECOMMENDATIONS�� YOU�� WILL�� EXPAND�� YOUR�� MOBILE�� APP�� VISIBILITY�� BEYOND�� THE�� APP�� STORES�� SEARCH�� ENVIRONMENT�� BY�� DEVELOPING�� CROSS-CHANNEL�� TRAFFIC�� COMING��

FROM�� RELEVANT�� WEB�� SEARCH�� FOR�� APPS


WEB SEARCH FOR MOBILE APPS 1

2BEST PRACTICES FOR

APP STORE SEARCH


EXPLORING


APP STORE SEARCH

FOR ANDROID APPS

2FOR IOS APPS


APP STORE SEARCH

FOR ANDROID APPS

2FOR IOS APPS

SEARCH RANKING FACTORS ARE STORE DEPENDENT


APP STORE SEARCH

FOR ANDROID APPS

2FOR IOS APPS

... BUT ARE RELATIVELY SIMILAR


APP STORE SEARCH 2GOOGLE PLAY IOS APP STORE

KEYWORDS IN APP NAME & DESCRIPTIONREVIEWSDOWNLOADSRATINGS

WITH CHOMP & IOS6 UPDATEKEYWORDS IN APP NAME, DESCRIPTION & ITUNES KEYWORDS DOWNLOAD RATE / INSTALL BASE RATINGS / COMMENTSSOCIAL MENTIONS


APP STORE SEARCH 2USE RELEVANT AND POPULAR KEYWORDS FOR YOUR APP IN ITS NAME, DESCRIPTION AND KEYWORDS, MAKING THE MOST OUT OF THE AVAILABLE CHARACTERS


APP STORE SEARCH 2IDENTIFY AND FOLLOW-UP YOUR MOST POPULAR AND COMPETITIVE KEYWORDS USING TOOLS LIKE APPSTORE RANKINGS AND APPCODES


APP STORE SEARCH 2RESEARCH YOUR CATEGORY ACTIVITY AND COMPETITORS RANKINGS, ALONG YOURS TO IDENTIFY OPPORTUNITIES WITH TOOLS LIKE APP ANNIE AND SEARCHMAN SEO


APP STORE SEARCH 2FEATURE INVITING IMAGES, INCENTIVIZE DOWNLOADS (OFFERS & FREE VERSIONS), REVIEWS AND RATINGS OF YOUR APP BY YOUR ACTIVE USERS


APP STORE SEARCH 2CONTINUOUSLY TRACK AND IMPROVE YOUR MOBILE APP PERFORMANCE USING TOOLS LIKE GOOGLE MOBILE APP ANALYTICS, FLURRY AND TAPSTREAM

BY�� FOLLOWING�� THESE�� RECOMMENDATIONS�� YOU�� WILL�� IMPROVE�� YOUR�� MOBILE�� APP�� SEARCH�� RELEVANCY�� AND�� POPULARITY�� WITHIN�� THE�� APP�� STORES,�� INCREASING�� DOWNLOADS,�� AN�� ACTIVE�� USER��

BASE�� AND�� HIGH�� MOBILE�� ROI


APP STORE SEARCH

NOW WE KNOW THE MOBILE APP GALAXY


1WEB SEARCH 2APP STORE SEARCH

NOW WE KNOW THE MOBILE APP GALAXY


AND�� HOW�� TO�� NAVIGATE�� IT�� TO�� MAXIMIZE�� YOUR�� MOBILE�� APP�� SEARCH�� VISIBILITY,�� TRAFFIC,�� CONVERSIONS�� AND�� A�� HIGH�� ROI


MOST. EXCITING. EXPLORATION.

EVER


MOST. EXCITING. EXPLORATION.

EVERAFTER MOBILE WEBS & APPS, WHAT NEXT?


IT’S YOUR TIME TO DECIDE


SUGGESTION:�� JUMP!

IT’S YOUR TIME TO DECIDE

THANKS

HAVE QUESTIONS? PLEASE ASKOR�� GET�� IN�� TOUCH��

[email protected]�� /�� @aleyda�� /�� www.aleydasolis.com




http://www.seerinteractive.com

http://www.seerinteractive.com

PHOTOS UNDER CREATIVE COMMONS


pixabay.com/en/star-clusters-galaxy-star-ngc-602-74052/, flickr.com/photos/frigus/

8033534163/, flickr.com/photos/gsfc/6792605700/, flickr.com/photos/gsfc/

6100331646/, flickr.com/photos/frigus/8231935395/, flickr.com/photos/

29225114@N08/8179104866/, flickr.com/photos/dg_pics/2509259255/,

commons.wikimedia.org/wiki/File:HyperNova1_LG.jpg, www.flickr.com/photos/

markalandooley/8087154825/, www.flickr.com/photos/fi_chince/5168270868/

BEAUTIFUL�� SPACE�� IMAGES�� THEY�� ARE

http://pixabay.com/en/star-clusters-galaxy-star-ngc-602-74052/

http://pixabay.com/en/star-clusters-galaxy-star-ngc-602-74052/

http://www.flickr.com/photos/frigus/8033534163/




http://www.flickr.com/photos/gsfc/6792605700/






http://www.flickr.com/photos/frigus/8231935395/sizes/l/in/photostream/

http://www.flickr.com/photos/frigus/8231935395/sizes/l/in/photostream/

http://www.flickr.com/photos/29225114@N08/8179104866/sizes/k/in/photostream/




http://www.flickr.com/photos/dg_pics/2509259255/

http://www.flickr.com/photos/dg_pics/2509259255/

http://commons.wikimedia.org/wiki/File:HyperNova1_LG.jpg




http://www.flickr.com/photos/markalandooley/8087154825/sizes/o/in/photostream/




http://www.flickr.com/photos/fi_chince/5168270868/

http://www.flickr.com/photos/fi_chince/5168270868/

The Mobile Search Universe by @aleyda at #SMXMuenchen

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Transcript of The Mobile Search Universe by @aleyda at #SMXMuenchen