Lakestar Media - Are you ready for the mobile SEO revolution?

Are You Ready For The

Mobile SEO Revolution?

22nd September 2011

What makes us special!

Customer survey September 2010

commercially aware

results drivengreat service

transparentfive-stars

expertise

professional

passionate

different league

Are You Ready For The Mobile SEO Revolution? – 22nd September 20112

AgendaHi, we’re Lakestar Media…Who we arel Specialists in Digital Marketingl Offices in London and Manchester

Our Historyl Founded in December 2007l Privately ownedl 45 Employeesl 73 Clients to date

Our focus for our clientsl Increase sales and profitl Reduce costsl Get a healthy return on investment

Core Servicesl Search Engine Optimisationl Pay Per Clickl Daily News Feeds (Copywriting & Technology)l Affiliate Marketingl Displayl Social Media

A selection of our colleagues


uk.search.yahoo.com

5.42%

4.31%

2.99%

1.37%www.uk.ask.com

1.45%Other

www.google.com

www.bing.comwww.google.co.uk84.46%

Why do we talk about Google (so much)?


Desktop Tablet (mobile)

Smart phone (mobile)

Where can Google results be seen?


Mobile Usage Statistics

79% 74% 95% 88%“79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a seller.”

“74% of smartphone users make a purchase, whether online, in-store, or on their phones.”

“95% of smartphone users have looked for local information”

“...88% of these users take action within a day”

“The Mobile Movement: Understanding Smartphone Users”, 2011


Mobile Usage Statisticsl Smartphones are most frequently used at home and on the go

(source: Google)

0%

Home

On the go

In a store

Restaurant

Work

93%

87%

77%

73%

72%

20% 40% 60% 80% 100%


Mobile Traffic Growth Statisticsl Group of major UK businesses

l 43% overall traffic growth

l 253% mobile traffic growth

0

100000

200000

300000

400000

500000

600000

700000

800000

900000

1000000

Aug 2010

All Traffic Growth

Aug 2011

610590

874397

0

10000

20000

30000

40000

50000

60000

Aug 2010

Mobile Traffic Growth

Aug 2011

15866

55943


Google Is Pushing Mobile Hard In 2011


The Medium Is The Message

vs


Mobile Intent Is DifferentDesktopl Informationall Navigational

l Transactional

8.8 million UK mobile owners used an app that connected to the internet during April 2011, with Google Maps ranking as the most accessed app with 6.4 million unique users(GSMA / comScore, 2011)

Mobilel Navigational

l Geographicall Transactional


Mobile and Desktop Searchers Are Differentl Comparison of top traffic drivers

for desktop and mobile

l Higher proportion of “navigational” searches for mobile users

l Desktop heavily biased towards pure “informational” searches

Desktop Mobile coop co op co op coop co-op co-op cooperative cooperative co-operative co op opening times somerfield coop opening times co operative co operative the cooperative somerfield www.co-operative.coop/membership cooperative food cooperative food co-operative coop food coop food the co-operative the cooperative co-op food co op food www.co-operative.coop coop store locator co op food the co op co-operative membership co-op opening times coop membership co op opening hours cooperative membership coop membership co-operative food the coop co op opening times www.co-operative.coop/membership the co op co op store locator


Google Shopper


Shopping, Local and being Above The Fold


Google Wallet


Technical Mobile SEO Compliance


General Best Practicel Apps are no good from an SEO perspective; dedicated

mobile websites have the furthest reach

l Host on an m subdomain e.g. http://m.ad-tech.com/

l Duplicate content is not a problem as long as best-practices are adhered to

l Stop search engines from transcoding your content for mobile use

l Detect and redirect users to mobile content depending on user agent


Mobile XML Sitemapsl Some websites rely on these to keep mobile pages out of desktop search engine indexes

l Same as regular XML sitemaps but with a <mobile:mobile/> tag

l Ensure that its location is referenced in robots.txt and Google Webmaster Tools


Validation is important for mobile SEOl Mobile devices are much more

finicky than desktop browsers, so clean code is critical


Local and Shoppingl Google Product Search (shopping)

feed management is deceptively complex • Strong identifiers (brand mpn and gtin) • Sept. 22nd Changes

l Many businesses have not claimed and optimised their Google Places (Maps) listing

l Critical to optimise for Local and Shopping for mobile SEO success

l “Google Local Shopping” for online retailers with stores


Mobile SEO In 5 Points1 Mobile users have different intent than desktop users

2 The mobile medium fundamentally changes how users intact with the Web

3 “Local” and “Shopping” are the two key channels to optimise

4 Clean, valid code is not important for desktop SEO, but critical for mobile SEO

5 The data shows that 2011 really is the year of the mobile


Thank you for your timeNeil YeomansHead of SEO

0161 8747 368

[email protected]

http://www.lakestarmedia.com

http://twitter.com/neil_yeomans

Stand 254

Get in touch for free SEO advice
