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Slides used in Brian Klais' presentation at Internet Retailer's "Mobile Marketing and Commerce Forum" in San Diego, October 2012
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www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Search and Mobile Practitioner Founded Pure Oxygen 2011 Speaker, Strategist, Columnist
Prior GM / VP Product at Covario Netconcepts COO, led to M&A, 2010 Pioneered Enterprise SEO Automation
About Brian Klais
www.pureoxygenlabs.com
Performance Solutions Mobile-Search Optimization Smart QR Campaigns Mobile-Social Engagement App-Aware Commerce
Thought Leadership
About Pure Oxygen
Pure Oxygen Labs LLC © 2012
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Web Marketing: Linear
www.pureoxygenlabs.com
Mobile Marketing: 3D Matrix
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Mobile Commerce Keys
Dominate Mobile Search
Link Physical and Digital
Connect Web and Apps
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Dominate Mobile Search
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Dominate Mobile Search
Information Architecture Conditional redirect deep pages Use flat, static keyword URLs Keyword rich title tags
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Dominate Mobile Search
Mobile Content Relevant page copy Good use of tags (H1, etc) Crawlable UGC reviews
Mobile Links Internally linked content Optimal anchor text
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Dominate Mobile SearchDeep “m.” PagesMobile Channels
Deep Desktop Links
Free Mobile Site Analysis:
http://po2.co/msa
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Tips for ranking your Apps on Page 1: App pages have supermassive link
equity Feature brand prominently in app name Avoid linking solely through app icons Link to profile from home page or footer Include brand name in anchor text Cross-promote to mobile users Optimize press releases Read more: http://po2.co/app-seo
Dominate Mobile Search
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Dominate Mobile Search
www.pureoxygenlabs.com
Link Physical and Digital
Pure Oxygen Labs LLC © 2012
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Aim to provide value-added shortcuts Video content Download apps Like/follow social profiles Access ratings and reviews Connect to maps/directions
Link Physical and Digital
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Link Physical and Digital
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Bigger bolder pixels are better
Use low density codes (21x21, 25x25) Easier for more phones to read Works from greater distances Can be displayed in less real estate
Compress URLs to <30 characters Strip out unnecessary URL information Use abbreviated TLDs if necessary Use the lowest EC (error correction) settings Free QR generation guide: http://po2.co/qr-guide
Link Physical and Digital
www.pureoxygenlabs.com
URL Input Error Correction QR Output
URL: http://xyz.co/aSize: 15 characters 7%
15%
25%
30%
21
21
25
25
29
29
Link Physical and Digital
Pure Oxygen Labs LLC © 2012
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Brand QR links without “bloating” QR Secures the click decision Avoid concerns of QR malware Increase user confidence• eg http://qr.domain.com/path
Encourages repeat clicks Makes QR URLs recognizable
in QR browser history
Link Physical and Digital
www.pureoxygenlabs.com
41
41
21
21
1) Desktop website URL: http://www.fedex.com2) Directory info: /us/ecommerce/index.html3) Tracking tags:?cmp=PAC-wecom-qr2-post
QR-Optimized URL:http://fedex.com/qr2
Link Physical and Digital
Pure Oxygen Labs LLC © 2012
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Track QR results wisely Tell your QR what data to feed site analytics Without tags, QR visitors anonymous Avoid QR bloat: append tags after redirect
Optimize the Landing Maintain control over QR links Target users by device or OS• Segment tablet vs smartphones• Route users into app or web page
Link Physical and Digital
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
iOS
Android
Others
Yola’s Café App
Device/OS Landing Page
Link Physical and Digital
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Connect Web and Apps
www.pureoxygenlabs.com
4x20x
4x
Connect Web and Apps
Pure Oxygen Labs LLC © 2012
www.pureoxygenlabs.com
Connect Web and Apps
If app’s installed…
If not installed…Device OS
Pure Oxygen Labs LLC © 2012
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
URL scheme protocols for social apps: Facebook -> fb://• Eg fb://profile/144138275637883
Twitter -> twitter://• Eg twitter://user?screen_name=CNN
Foursquare -> foursquare:// Pinterest -> pinterest:// Yelp -> yelp:// Read more: http://po2.co/appurls
Connect Web and Apps
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Link iPhones / Androids into social app profiles Learn your profile’s URL within the app Link mobile users to this URL If app is not installed, send to mobile web page See example: http://po2.co/fb
Measure clicks and engagement by device
Generate your app-aware Facebook URL: Type http://twurl.co/facebook/{yourhandle}
Connect Web and Apps
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Facebook app Mobile web
Desktop web
Device-Type
Smartphone
Tablet
Desktop
TwURL for Facebook:facebook.twurl.co/mms
Connect Web and Apps
Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
Thank You
Brian Klais | Founder, CEOPure Oxygen | @BrianKlaisbrian@pureoxygenlabs.com
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