In a multi-screen world mobile search is on the rise: tips for your mobile SEO strategy.

1. In a multi-screen world
mobile search is on the rise
Tips for
your mobile
SEO strategy
Speaker: Tom Muyllaert
May 31st 2013

2. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Hi ;-)
I am Tom Muyllaert

3. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Hi ;-)
I am Tom Muyllaert
Digital marketing consultant

4. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Hi ;-)
I am Tom Muyllaert
Digital marketing consultant

5. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Let’s connect ;)
@tmuyllaert
tmuyllaert@reference.be
t:
e:

6. MOBILEis definitely on the rise

7. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
We navigate the world through our smartphones
Mobile appearance is critical

8. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Zoom in on some facts

9. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
3.479.450
smartphone
owners in Belgium
Zoom in on some facts
Sources: Gfk retail & technology 2012 – Google Multi-screen world study 2012

10. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
3.479.450
smartphone
owners in Belgium
980.000 tablets
sold in 2012
Zoom in on some facts
Sources: Gfk retail & technology 2012 – Google Multi-screen world study 2012

11. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
3.479.450
smartphone
owners in Belgium
980.000 tablets
sold in 2012
90% of consumers
change daily
between different
devices to
accomplish a goal
Zoom in on some facts
Sources: Gfk retail & technology 2012 – Google Multi-screen world study 2012

12. MOBILEin the consumer decision journey

13. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
AWARENESS & DISCOVERY CONSIDERTATION
Opportunity for brands to
engage with digital customers
out of home
Couch surfing & shopping :
lifestyle activity & form of
entertainment
CONVENIENCE
EMPOWERMENT

14. CHALLENGES

15. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Choose your medium

16. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
web
app

17. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
PROS
Content is web indexable
Device independent
Easier in development &
update
Search performance easier
to measure
Mobile web

18. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
PROS
Content is web indexable
Device independent
Easier in development &
update
Search performance easier
to measure
Mobile web
CONS

19. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
PROS
Content is web indexable
Device independent
Easier in development &
update
Search performance easier
to measure
Mobile web
CONS
Dependent on internet
connection
Limited hardware
integration
Bandwidth & browser
limited UX

20. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
PROS
Mobile app

21. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
PROS
Internet connection
independence
High hardware integration
Better graphic
performance & UX
Mobile app

22. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
PROS
Internet connection
independence
High hardware integration
Better graphic
performance & UX
Mobile app
CONS

23. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
PROS
Internet connection
independence
High hardware integration
Better graphic
performance & UX
Mobile app
CONS
Content is not web
indexable
Device & OS dependent
More expensive in
development & update
Search performance
harder to measure

24. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Choose mobile web

25. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Maximum
reach
Choose mobile web

26. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Maximum
reach
Audience
distributed
over many
platforms
Choose mobile web

27. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Maximum
reach
Audience
distributed
over many
platforms
UX focused
on content
consumption
& sharing
Choose mobile web

28. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Choose mobile app

29. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Audience
focused on
specific
mobile
platform
Choose mobile app

30. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Audience
focused on
specific
mobile
platform
Require
complex
functionality
& hardware
integration
Choose mobile app

31. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Audience
focused on
specific
mobile
platform
Require
complex
functionality
& hardware
integration
UX focused
getting things
done
Choose mobile app

32. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
The mobile web

33. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Choose your medium
Mobile is not necessarily “on the go”

34. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
90% of tablet use

35. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
90% of tablet use
at home

36. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
90% of tablet use
Living
at home

37. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
90% of tablet use
Living Kitchen
at home

38. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
90% of tablet use
Living Kitchen Bed
at home

39. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Choose your medium
Mobile is not necessarily “on the go”
Add context to search intent & behaviour

40. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Choose your medium
Mobile is not necessarily “on the go”
Add context to search intent & behaviour
How to market to context?

41. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Context depends on

42. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Context depends on
MOMENT

43. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Context depends on
MOMENT LOCATION

44. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Context depends on
MOMENT LOCATION GOAL

45. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Context depends on
MOMENT LOCATION GOAL MOOD

46. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Choose your medium
Mobile is not necessarily “on the go”
Add context to search intent & behaviour
How to market to context?
Consistent brand experience

47. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Customer

48. DILEMMAS
to do mobile SEO

49. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
One URL or dedicated mobile URL?

50. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
One URL or dedicated mobile URL?
Smartphone optimized? Tablet optimized?

51. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
One URL or dedicated mobile URL?
Smartphone optimized? Tablet optimized?
Same content & keywords?

52. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
One URL or dedicated mobile URL?
Smartphone optimized? Tablet optimized?
Same content & keywords?
Dedicated mobile content & keywords?

53. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
One URL or dedicated mobile URL?
Smartphone optimized? Tablet optimized?
Same content & keywords?
Dedicated mobile content & keywords?
Site works well on all devices & browsers?

54. MOBILESEO strategy tips

55. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Define your objectives

56. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Brand
driven

57. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Brand
driven
Direct
response
driven

58. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Where are you
today?

59. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic

60. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic

61. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic

62. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic

63. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic
Check volumes in terms of traffic & conversions
Mobile, Mobile organic vs. Desktop, Desktop organic

64. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic

65. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic
Check visitor mobile devices

66. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic

67. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Look at your current mobile traffic
Check organic mobile keywords & landing pages

68. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Define your objectives
Deliver the right user experience

69. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
what expectations
do your customers
have from mobile?

70. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
what expectations
do your customers
have from mobile?
experiences

71. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
what expectations
do your customers
have from mobile?
experiences
context

72. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
When looking at search behavior

73. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
When looking at search behavior

74. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Mobile search behavior
[pizza bestellen] ± 13% mobile searches
/ month
[tankstation] ± 22% mobile searches
/ month
[samsung promoties]
± 6.5% mobile
searches / month

75. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Define your objectives
Deliver the right user experience
Choose the right content serving & design

76. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Content serving & design decision
tree

77. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Options to develop
your mobile site

78. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Source: Aleyda Solis
Options to develop
your mobile site

79. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Source: Aleyda Solis
1. 2.
3.
Options to develop
your mobile site

80. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Source: Aleyda Solis
1. 2.
3.
1. Responsive
2. Dynamic serving
3. Seperate mobile site
Options to develop
your mobile site

81. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
pros
cons

82. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Responsive design
PROS
Way less taxing on
Googlebot(s) (1URL – no
duplication)
Easier & cheaper to
maintain
Link popularity
consolidation

83. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Responsive design
PROS
Way less taxing on
Googlebot(s) (1URL – no
duplication)
Easier & cheaper to
maintain
Link popularity
consolidation
CONS
Hard to target specific
mobile keywords with just
1 set of content
Lower mobile focused UX
Possible redesign need

84. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Dynamic serving (RESS)
PROS
Way less taxing on
Googlebot (1URL – no
duplication)
Link popularity
consolidation
Ability to differentiate
mobile content & keywords

85. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Dynamic serving (RESS)
PROS
Way less taxing on
Googlebot (1URL – no
duplication)
Link popularity
consolidation
CONS
Higher cost of
maintenance
Technical more complex –
Fewer standard practices
Ability to differentiate
mobile content & keywords

86. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Seperate mobile site
PROS
Easier to implement
Ability to differentiate
mobile content & keywords

87. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Seperate mobile site
PROS
Easier to implement
Ability to differentiate
mobile content & keywords
CONS
Higher cost of
maintenance
Split of link popularity
Taxing on Googlebot(s) –
possible duplication (m. /
.mobi)

88. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Define your objectives
Deliver the right user experience
Choose the right content serving & design
Have a plan to promote your mobile site

89. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert

90. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
promote in all
touchpoints

91. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Print /
Outdoor
Video
TV
Radio
Events
CRM en e-mail
Dev Community
Press &
Magazine Search Engine
Marketing
App Stores
Website
sMobiele
Marketing
Display
Advertising
Social
Media
Seeding on blogs
exchange of visibility
SEO
SEA
iADS / Admob/…
Banners on own and
Partner desktop sites
Direct mail to
customers
SM connectors
Social sign-in
Copywriting,
Rating, testimonials
Digital signage in
POS, QR code
editorial
sponsoring
Promotion in the
POS
Radio
campaigns
promote in all
touchpoints

92. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

93. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

94. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples
show you have a mobile version

95. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples
show you have a mobile version

96. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

97. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

98. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples
social sharing (drives discovery)

99. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

100. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

101. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples
discover on your
smartphone
read later on
your tablet

102. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

103. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples
create a Youtube video

104. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples

105. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
some examples
promote offline

106. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Define your objectives
Deliver the right user experience
Choose the right content serving & design
Have a plan to promote your mobile site
Measure, analyse & optimise

107. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
To guarantee success,
spend 95% of your time
defining the problem
and 5% of the time
solving it.

108. Measurement options

109. Responsive-
RESS –
single URL
seperate
mobile site
– different
URL
Mobile app
Measurement options

110. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Reponsive – RESS single URL
Watch out!

111. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Reponsive – RESS single URL
Watch out!
You might want to exclude tablets

112. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Responsive – RESS single URL

113. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Separate mobile site
(m.yoursite.com)
Implement tracking code on mobile site
Treat the mobile site as a subdomain
Setup a separate profile to view data from the mobile
subdomain
– Check in the mobile overview report if you’re getting a lot of non-mobile
traffic (redirect problem?)

114. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
WRAP UP

115. Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Key takeaways
Focus on how to make life easier for your client across
channels & screens
Choose your medium wisely: mobile web vs. app
Get a good understanding of context
Offer a consistent brand experience
Promote your mobile presence in all relevant touchpoints
(implicit or explicit)
Measure, analyse & optimise performance smartphones
vs. tablets

116. Thank you!