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SEMPDX - SearchFest 2013


Mobile Search Marketing



                           @AaronWeiche
                                 Minneapolis
Just The Start
• Mobile search is
  booming … and
  therefor evolving

• Desktop factors, but
  not a desktop screen

• Paid is at a big turn,
  AdWords Enhanced
  Campaigns
Mobile Search
                         1. Paid
                         + Most control
                         + Best real estate

                         2. Local
                         + Most context
                         + Best result
LOCAL   PAID   ORGANIC
                         3. Organic
                         + Challenged
Mobile Search
       Visibility Matters A LOT



-90%   Google has outlined that
       a drop from from the
       1st to 4th position in
       mobile ad SERPS can
       mean a 90% CTR drop.

       Only 3 to 4 “haves” and
       the rest are “have nots”
@AaronWeiche




    Mobile Search

    Organic Search
@AaronWeiche




    Mobile Search Best Practices

    Organic Known Factors
    • Mobile & Desktop are still very similar, so follow both organic ranking factors for
      content and on-page optimization

    • Google is feeding us that users want the same content, just a better experience
      on mobile so chasing “mobile only” factors might be short sighted

    • Access for Googlebot Mobile

    • If you have a mobile site, make sure the m.domain.com robots.txt is in place, not
      blocking the site … use of VARY HTTP header
@AaronWeiche



    Mobile Search Best Practices

    Mobile Site Approach
    Responsive Advantages                                 Parallel Mobile Site Advantages

    + User experience on all devices                      + Control the user experience
    + One URL, one set/version of content                 + Features just for mobile user
    + Links hit the same URLS                             + Better control over mobile SEO meta and content
    + Easier to maintain, one CMS                         + Better load time
    BostonGlobe.com , Mashable.com                        Amazon.com , Ebay.com


                                   Dynamic Mobile Site Advantages

                                   + Easier technical implementation
                                   + Better than desktop user experience
                                   CNN.com , Zillow.com
@AaronWeiche




    Mobile Search Best Practices

    Future Factors
    • Just how much weight: Responsive Website or Mobile site (m.domain.com)

    • Links and activity from mobile social networks

    • Mobile meta standard introduced, mobile rich snippets (PLEASE)

    • SERP action success, clicks/touches and time on site

    • Speed, always consider speed improvements
@AaronWeiche




    Mobile Search Best Practices

    Future Factors
    Will the mobile user experience trump
    many ranking factors?




    http://www.brysonmeunier.com/mobile-icons-in-google-smartphone-results/
@AaronWeiche




    Mobile Search

    Local Search
Local Mobile
Search Is Right
Here, Right Now
It’s not research mode,
it’s NEED mode.
Mobile IS Local
Local searches make up
20% of desktop, that
jumps to 50% on mobile

All CONTEXT driven and
PROXIMITY might be the
greatest context in search

Mobile search results in
action, 70% within an hour
@AaronWeiche




    Local Mobile Search

    Local Ranking Factors
    • Use David Mihm’s Local Search Ranking Factors report

    http://www.davidmihm.com/local-search-ranking-factors.shtml

    • Pay attention to changes in SERP delivery, they currently
      change often

    • Device specific serps (smartphone and tablet)
@AaronWeiche




    Local Mobile Search

    Dominance
    • Research and know the mobile
      terms that can produce a top and
      a dominant listing for you

    • Pure local results on mobile
@AaronWeiche




    Local Mobile Search

    Directories
    • Some directory profile pages carry significant
      weight

    • Yelp, Urbanspoon and Citysearch are most
      common, especially Yelp
@AaronWeiche




    Mobile Search

    Paid Search
“Mobile ads are the
freaking bomb, they’re in
my pocket!”

-@w2scott
@AaronWeiche


    Paid Mobile Search

    Enhanced Campaigns
    • Separate mobile bidding is gone! Yuck

    • Mobile bids are controlled by % adjustment from desktop

    • It is less work to build campaigns for mobile, but the fine
      controls have been removed

    • Sitelinks have more control, down to the ad level

    • Call length and number information is now included

    • Collection of blog posts by Luke Alley of Avalaunch Media:
      http://bit.ly/GECresource
@AaronWeiche



    Paid Mobile Search

    Enhanced Campaigns
@AaronWeiche



    Paid Mobile Search

    Enhanced Campaigns
@AaronWeiche



    Paid Mobile Search

    Enhanced Campaigns
Sitelinks
I LOVE sitelinks

Customer service for
your mobile search ad

More characters, more
SERP real estate

Will better sitelinks=
better user adoption?

Granular reporting
@AaronWeiche

 Understand the INTENT of the search, use sitelinks to meet the intent




SOCIAL             PRICE            DEFINE            DO IT!
PROOF
                                                                         OUCH
@AaronWeiche




               DEALS   THEME / TIMING
 VISIT


                                        WASTED
@AaronWeiche



    Paid Mobile Search

    Case Study
    Dominate the mobile SERP                    Mobile
                                                 PPC
    • Combine paid and organic

    Example: 7 location auto body shop          Organic
    • 23.44% of their total clicks are mobile
    • CTR for mobile ads is 3.17% vs. 0.95%
      for desktop, 255.22% better
    • Mobile clicks are 33.02% less
      expensive than desktop clicks
      ($2.07 vs. $1.39)
    • Mobile conversions up
@AaronWeiche




    Paid Mobile Search

    Locations
    • Both Click to Call and directions sitelink

    • Give a better EXPERIENCE to the user with
      paid search over organic result
@AaronWeiche



    Paid Mobile Search


    Click to Call
   • 52% of smartphone users have called after search

   • Call extensions improve click through rate 6%-8%

   • Enhanced now brings call reporting to all




                                                        Source: Google
@AaronWeiche




    Paid Mobile Search

    Landing Pages
    Create visibility & show expertise
    • Mobile landing pages have their own rules

    • We create 2 versions – all (trust) and short
      (simplicity) to test initially

    • Test mobile landing pages
@AaronWeiche




    Mobile Search

    The Mobile Experience
@AaronWeiche




    Mobile

    Mobile Experience
      The Search & Context   The Mobile SERPs   The Mobile Experience



          “My need,
         here & now”             #1
@AaronWeiche




    Mobile

    Mobile Experience
       Mobile Friendly = More likely to buy   Mobile Unfriendly = More likely to leave

                    67%                                      61%



                                                                              Source: Google
@AaronWeiche




               Mobile Usability


               The obvious goal is to create and
               enable an experience, not limit it

               Remove friction and simplify

               Take advantage of intuitive device
               experiences
Mobile Usability


Don’t just pair down, meet the
context of the mobile user

Fingers and thumbs

Use prior analytics to understand
importance, utility and needs
@AaronWeiche




    Mobile Search Best Practices

    Responsive Preferred
    Both Google and Bing recommend
    Responsive Web Design (RWD)
    • RWD is preferred, but mobile sites work too
      using Vary HTTP header

    • Pierre Far of Google stresses the right build
      over optimization – FOR NOW


  https://developers.google.com/webmasters/smartphone-sites/
@AaronWeiche




    Mobile Search Best Practices

    Responsive SEO
    • Less characters in the SERP displayed, more
      consistently in the 50 – 55 characters in meta title

    • Don’t change/shorten your headings
      h1, h2, h3

    • Speed of load, always optimize speed

    • Allow the crawling of site assets (CSS, images, JS)
@AaronWeiche



    Mobile Experience

    Case Study
    Addition of a mobile site increased
    mobile traffic, page views, reservations
    • Mobile traffic is up 45.5% in 2012 vs 2011
    • Mobile menu’s out perform majority of desktop
      pages in visits, TOS, entrance pages, bounce
      rate
    • Wine pairing feature provides utility for the
      customer
    • Mobile reservations up
@AaronWeiche



    Mobile Experience

    Subway
    Great example of mobile
    experience for numerous
    locations
@AaronWeiche



    Mobile Experience


    lululemon
    Great example of mobile
    experience for e-commerce
@AaronWeiche




    Mobile Search
                                                               PAID PAID
    Summary of Mobile                                          PAID PAID
                                                               PAID PAID
    • The world of mobile search right now – Paid and
      Local are your best options                              PAID PAID
    • Research and know your wrinkles and
                                                               LOCAL LOCAL
      opportunities                                            LOCAL LOCAL
                                                               LOCAL LOCAL
    • Ensure that once your result is clicked, it has the
      ability to deliver with a great mobile experience
                                                                ORGANIC

    • Don’t fall asleep at the wheel, it’s about to speed up
@AaronWeiche




    Mobile Search Marketing

    Thank you, let’s connect.
    @AaronWeiche

    http://www.linkedin.com/in/aaronweiche

    Blog: AaronWeiche.com

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Mobile Search Marketing - SearchFest 2013

  • 1. SEMPDX - SearchFest 2013 Mobile Search Marketing @AaronWeiche Minneapolis
  • 2. Just The Start • Mobile search is booming … and therefor evolving • Desktop factors, but not a desktop screen • Paid is at a big turn, AdWords Enhanced Campaigns
  • 3. Mobile Search 1. Paid + Most control + Best real estate 2. Local + Most context + Best result LOCAL PAID ORGANIC 3. Organic + Challenged
  • 4. Mobile Search Visibility Matters A LOT -90% Google has outlined that a drop from from the 1st to 4th position in mobile ad SERPS can mean a 90% CTR drop. Only 3 to 4 “haves” and the rest are “have nots”
  • 5. @AaronWeiche Mobile Search Organic Search
  • 6. @AaronWeiche Mobile Search Best Practices Organic Known Factors • Mobile & Desktop are still very similar, so follow both organic ranking factors for content and on-page optimization • Google is feeding us that users want the same content, just a better experience on mobile so chasing “mobile only” factors might be short sighted • Access for Googlebot Mobile • If you have a mobile site, make sure the m.domain.com robots.txt is in place, not blocking the site … use of VARY HTTP header
  • 7. @AaronWeiche Mobile Search Best Practices Mobile Site Approach Responsive Advantages Parallel Mobile Site Advantages + User experience on all devices + Control the user experience + One URL, one set/version of content + Features just for mobile user + Links hit the same URLS + Better control over mobile SEO meta and content + Easier to maintain, one CMS + Better load time BostonGlobe.com , Mashable.com Amazon.com , Ebay.com Dynamic Mobile Site Advantages + Easier technical implementation + Better than desktop user experience CNN.com , Zillow.com
  • 8. @AaronWeiche Mobile Search Best Practices Future Factors • Just how much weight: Responsive Website or Mobile site (m.domain.com) • Links and activity from mobile social networks • Mobile meta standard introduced, mobile rich snippets (PLEASE) • SERP action success, clicks/touches and time on site • Speed, always consider speed improvements
  • 9. @AaronWeiche Mobile Search Best Practices Future Factors Will the mobile user experience trump many ranking factors? http://www.brysonmeunier.com/mobile-icons-in-google-smartphone-results/
  • 10. @AaronWeiche Mobile Search Local Search
  • 11. Local Mobile Search Is Right Here, Right Now It’s not research mode, it’s NEED mode.
  • 12. Mobile IS Local Local searches make up 20% of desktop, that jumps to 50% on mobile All CONTEXT driven and PROXIMITY might be the greatest context in search Mobile search results in action, 70% within an hour
  • 13. @AaronWeiche Local Mobile Search Local Ranking Factors • Use David Mihm’s Local Search Ranking Factors report http://www.davidmihm.com/local-search-ranking-factors.shtml • Pay attention to changes in SERP delivery, they currently change often • Device specific serps (smartphone and tablet)
  • 14. @AaronWeiche Local Mobile Search Dominance • Research and know the mobile terms that can produce a top and a dominant listing for you • Pure local results on mobile
  • 15. @AaronWeiche Local Mobile Search Directories • Some directory profile pages carry significant weight • Yelp, Urbanspoon and Citysearch are most common, especially Yelp
  • 16. @AaronWeiche Mobile Search Paid Search
  • 17. “Mobile ads are the freaking bomb, they’re in my pocket!” -@w2scott
  • 18. @AaronWeiche Paid Mobile Search Enhanced Campaigns • Separate mobile bidding is gone! Yuck • Mobile bids are controlled by % adjustment from desktop • It is less work to build campaigns for mobile, but the fine controls have been removed • Sitelinks have more control, down to the ad level • Call length and number information is now included • Collection of blog posts by Luke Alley of Avalaunch Media: http://bit.ly/GECresource
  • 19. @AaronWeiche Paid Mobile Search Enhanced Campaigns
  • 20. @AaronWeiche Paid Mobile Search Enhanced Campaigns
  • 21. @AaronWeiche Paid Mobile Search Enhanced Campaigns
  • 22. Sitelinks I LOVE sitelinks Customer service for your mobile search ad More characters, more SERP real estate Will better sitelinks= better user adoption? Granular reporting
  • 23. @AaronWeiche Understand the INTENT of the search, use sitelinks to meet the intent SOCIAL PRICE DEFINE DO IT! PROOF OUCH
  • 24. @AaronWeiche DEALS THEME / TIMING VISIT WASTED
  • 25. @AaronWeiche Paid Mobile Search Case Study Dominate the mobile SERP Mobile PPC • Combine paid and organic Example: 7 location auto body shop Organic • 23.44% of their total clicks are mobile • CTR for mobile ads is 3.17% vs. 0.95% for desktop, 255.22% better • Mobile clicks are 33.02% less expensive than desktop clicks ($2.07 vs. $1.39) • Mobile conversions up
  • 26. @AaronWeiche Paid Mobile Search Locations • Both Click to Call and directions sitelink • Give a better EXPERIENCE to the user with paid search over organic result
  • 27. @AaronWeiche Paid Mobile Search Click to Call • 52% of smartphone users have called after search • Call extensions improve click through rate 6%-8% • Enhanced now brings call reporting to all Source: Google
  • 28. @AaronWeiche Paid Mobile Search Landing Pages Create visibility & show expertise • Mobile landing pages have their own rules • We create 2 versions – all (trust) and short (simplicity) to test initially • Test mobile landing pages
  • 29. @AaronWeiche Mobile Search The Mobile Experience
  • 30. @AaronWeiche Mobile Mobile Experience The Search & Context The Mobile SERPs The Mobile Experience “My need, here & now” #1
  • 31. @AaronWeiche Mobile Mobile Experience Mobile Friendly = More likely to buy Mobile Unfriendly = More likely to leave 67% 61% Source: Google
  • 32. @AaronWeiche Mobile Usability The obvious goal is to create and enable an experience, not limit it Remove friction and simplify Take advantage of intuitive device experiences
  • 33. Mobile Usability Don’t just pair down, meet the context of the mobile user Fingers and thumbs Use prior analytics to understand importance, utility and needs
  • 34. @AaronWeiche Mobile Search Best Practices Responsive Preferred Both Google and Bing recommend Responsive Web Design (RWD) • RWD is preferred, but mobile sites work too using Vary HTTP header • Pierre Far of Google stresses the right build over optimization – FOR NOW https://developers.google.com/webmasters/smartphone-sites/
  • 35. @AaronWeiche Mobile Search Best Practices Responsive SEO • Less characters in the SERP displayed, more consistently in the 50 – 55 characters in meta title • Don’t change/shorten your headings h1, h2, h3 • Speed of load, always optimize speed • Allow the crawling of site assets (CSS, images, JS)
  • 36. @AaronWeiche Mobile Experience Case Study Addition of a mobile site increased mobile traffic, page views, reservations • Mobile traffic is up 45.5% in 2012 vs 2011 • Mobile menu’s out perform majority of desktop pages in visits, TOS, entrance pages, bounce rate • Wine pairing feature provides utility for the customer • Mobile reservations up
  • 37. @AaronWeiche Mobile Experience Subway Great example of mobile experience for numerous locations
  • 38. @AaronWeiche Mobile Experience lululemon Great example of mobile experience for e-commerce
  • 39. @AaronWeiche Mobile Search PAID PAID Summary of Mobile PAID PAID PAID PAID • The world of mobile search right now – Paid and Local are your best options PAID PAID • Research and know your wrinkles and LOCAL LOCAL opportunities LOCAL LOCAL LOCAL LOCAL • Ensure that once your result is clicked, it has the ability to deliver with a great mobile experience ORGANIC • Don’t fall asleep at the wheel, it’s about to speed up
  • 40. @AaronWeiche Mobile Search Marketing Thank you, let’s connect. @AaronWeiche http://www.linkedin.com/in/aaronweiche Blog: AaronWeiche.com