Mobile SEO Strategy

Presentation Details: Mobile Marketing,

SEO & Visibility: Why You Should Care

Presented To: AMA Baltimore

Going “Mobile”

1. What is “Mobile?” 2. Why Mobile?3. Do I Need to do Something?4. The Importance of Mobile Strategy5. Choosing a Mobile Solution6. Focus on Search7. Mobile Exposure Through Search:

• Mobile SEO8. Mobile Exposure Through Search:

• Local, CPC9. Drive Traffic 10.10 Key Takeaways

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Exercise

What is Mobile?BlackBerry Apple iPhone Palm WebOS Symbian OS Windows

Mobile

1. Your Website On a Mobile Phone: Site renders ‘as is’

2. Mobile Friendly Website: Content renders on mobile

3. Mobile Optimized Website: Mobile I/A and mobile content

4. Branded Mobile or Custom Native App: Unique functionality; Required download

Google

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Why Mobile?

More than a third of U.S. adults - 35 percent - now own a smartphone, according to the Pew Research Center, and two-thirds of them sleep with their phones right next to their beds

Scary, But………

Do I Need To Do Something? Check your analytics!

The Importance of Mobile Strategy

Have an action/conversion in mind Data Exchange? Form Lead Generation? mCommerce? Click to Call?

Drive Users to Take That Action through a clear, simple path

Focus On Conversions!The Data Exchange

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• Offer something interesting• Coupons to Generate Leads!

• M-coupons will dominate mobile retail marketing spend until 2013, according to Juniper Research (March 2010)

• Would a user benefit from logging in to you site?

Focus on Conversions!M-Commerce

• In the US, m-commerce revenues are expected to hit $6 billion by the end of 2011, growing to $31 billion by 2016, according to Forrester Research (June 2011)

• m-commerce includes mobile media and content, retail, travel, coupons/deals, and services

• 91 percent of online retailers in the US have a mobile strategy in place or in development, according to Shop.org/Forrester Research (May 2011)

• 48 percent of US retailers surveyed had a mobile-optimized website; 35 percent had deployed an iPhone app; 15 percent deployed an Android app; 15 percent had deployed an iPad app

Choosing a Mobile SolutionMobile Friendly Website

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• Platforms• Technology• Design• Content

Stuytown

Choosing a Mobile SolutionMobile Optimized Website

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• Platforms• Technology

RechargeYourYardRoseNYC

• Design • Content

Choosing a Mobile SolutionWhat is an App?DefinitionSoftware designed to help the user to perform singular or multiple related specific tasks on a

mobile device.

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• Books• Business• Education• Entertainment• Finance• Games• Navigation• News• Photography• Productivity• Reference• Social Networking• Sports• Healthcare & Fitness• Lifestyle• Medical• Music• Travel• Utilities• Weather

Does an App Make Sense For You?

An App Only Makes Sense If You Have Something Useful To Offer

Structuring Your Mobile Site for Search Engines

For optimal SEO benefits, use mobile browser detection and redirection to direct users to a /mobile version of your website:

• Be device agnostic• Valid HTML• No flash!• HTML5 is cross platform

and great for rich media• Create a minimalist mobile

user experience• Must be intuitive

• Mobile XML sitemap

Mobile Exposure Through Search

YOUR WEB PROPERTY(Website, Facebook, Blog, etc.)

Local

CPC

SEO

The Search Audience

Who’s Who?

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• 43.2 million US consumers ages 18 to 34 are logging on to the mobile web this year

• eMarketer estimates 21.5 million 45- to 64-year-olds and 3.7 million seniors 65 and older will use the mobile internet

• One in seven searches are now mobile (Google)

• 1 in 3 mobile searches are local. After looking up a local business on their smartphone, 61 percent of users called the business and 59 percent visited

• 79 percent of smartphone users use their smartphones to help with shopping

• 71 percent of smartphone users that see TV, press or online ad, do a mobile search for more information, but 79 percent of large online advertisers still do not have a mobile optimized site

Mobile Internet Usage and How it’s Being Used

This Isn’t Going Away

This Isn’t Going Away

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• 25% of smartphone owners say that they mostly go online using their phone, rather than with a computer

• In some cases, smartphones are being utilized in lieu of a computer similar to how cell phones decreased the usage of home landlines

Seriously!

Remember Home Landlines?

How are Users Using Mobile Search

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• On-the-go web usage drives search activity for local content

• Specific Content Search Behavior

Local Content Still Dominates

Mobile SEOTactical Effectiveness & Effort Mimics Desktop

SEO Needs to Provide ValueRanking vs. Value

Mobile SEOKeyword Research

• Mobile user search behavior is different• Keywords will differ from desktop• The average mobile search is 15

characters or less• Account for predictive text• Use broad categories• Focus on short tail• FOCUS ON LOCAL!

Mobile Keyword Research

Let Google Help- Mobile Search terms are short tail

Mobile Exposure Through SearchFocus on Local Search!

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Take advantage of what’s out there!

Local Search Slated To Outpace National

How Else Can We Drive Traffic?

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• This should not be the only tactic in your arsenal

• Create a separate campaign with mobile settings

• Create locally focused ad groups with short tail keywords

• Opt out of the content network • Create a mobile landing page or have

mobile browser detection on your landing pages

• PPC landing pages may be a first step into mobile

Mobile Ads - CPC

How Else Can We Drive Traffic?Other Considerations

• Make sure your email campaigns render on a mobile device

• Make sure that your company contact information is easy to access/can render on a mobile device

• Banners and Rich Media• SMS• In app/In game advertising• External campaigns

• QR codes

Putting it in Perspective…

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“It is true across the board. Roughly one in seven searches, even in the smaller categories, are happening on a mobile phone, but how many of you are putting one seventh of your resources into mobile – anyone who hasn’t got mobile only business?

Your customer is trying to engage you… it would be like not doing business with your customers on Thursdays.” Jason Spero, Google (Feb 2011).

Top 10 Takeaways

1. Understand what going mobile means for success2. Is Mobile a direction your company should take now?3. Keep focused on conversions

• What do you want mobile users to be able to do?4. What would be your best mobile solution?

• Mobile optimized site?• App?• Both?

5. Structure your mobile site for search• User agent detection and redirection• /mobile

6. SEO keyword research will focus on user behavior• Local + Broad Category = Search Success!

7. Desktop SEO strategies mimic mobile • It’s about relevance

8. Leverage your locale!9. CPC should be mobile focused10.Find additional ways to drive traffic

Q&A

Visit R2i Mobile

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Lori Ulloa Senior Web Strategist/SEO Expert