2013 mobile seo playbook by ginzametrics
DESCRIPTION
A preview of our upcoming e-book on Mobile SEO for 2013, presented at the Ginzametrics Seminar in Tokyo, Japan on November 2, 2012.TRANSCRIPT
LOCAL
MULTI-DEVICE
> “MOBILE”
CONTENTSTRATEGY
ANALYTICS
INTRODUCTION2013 Will Be The Year Mobile Search Begins to Exceed Desktop Search
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TRENDS
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1. Mobile Growth and Device Adoption
2. The Word “Mobile” is Becoming Outdated
3. Tablets Will Likely Replace Majority of Desktop Use Cases
4. HTML5 & Responsive Web Design Continues to Grow but Has Challenges
5. Mobile Ecommerce is Growing
1. MOBILE GROWTH AND DEVICE ADOPTION
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2. THE WORD “MOBILE” IS BECOMING OUTDATED
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http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/
3. TABLETS WILL REPLACE MAJORITY OF DESKTOP USE CASES
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DESKTOPS&
LAPTOPS
4. HTML5 & Responsive Web Continues to Grow but Has Challenges
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HTML5
5. Mobile Ecommerce is Growing
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5. Mobile Ecommerce is Growing
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MOBILE SEO PLAYS
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1. Understand the impact of mobile on your business
2. Start tracking mobile search behavior and get user-centric
3. Understand mobile search patterns
4. Segment your traffic, keywords, content and users
5. Plan for mobile first
6. Build your content marketing strategy around mobile
7. Optimize for mobile devices
8. Build a mobile content ecosystem
PLAY #1: UNDERSTAND THE IMPACT OF MOBILE ON YOUR BUSINESS
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Critical Questions to Answer
What is the impact of local?
What is the traffic breakdown by devices?
How does engagement differ by devices?
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This will be fairly obvious for your business but deciding early whether you need to optimize for local search will have a big impact on your content strategy.
Many companies are just beginning to measure the breakdown of traffic by device. Important KPIs to measure include not only traffic by device type today but, more importantly, month over month growth rate by device type.
You need to measure not only engagement and conversions broken down by device but also whether there is shared behavior between devices by a single user.
PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC
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How does engagement differ by devices per user?
Can you answer:
PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC
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PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC
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PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC
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PLAY #3: UNDERSTAND MOBILE SEARCH PATTERNS
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Globally Your Business
Benchmark Your Business Against Mobile Search Patterns Globally
Local Search Queries
Retail-related Queries
Branded Queries
Queries with Purchase Intent
PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS, CONTENT & USERS
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Segmentation is critical to building SEO strategy
Content Strategy
KeywordSegmentation
TrafficSegmentation
UserSegmentation
ContentSegmentation
PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS, CONTENT & USERS
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KeywordSegmentation
TrafficSegmentation
UserSegmentation
ContentSegmentation
Location
Devices
Traffic Sources
Conversions
HTML
Video
E-Books
Images
Apps
Branded
Head
Long Tail
Campaigns
Competitive
Demographics
Behavior
Social Networks
LTV
Psychographic
PLAY #5: PLAN FOR MOBILE FIRST
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Responsive Web Design vs. Separate Sub-domains
Content Consumption on Smartphones vs. Tablets vs. Desktop
Mobile Design Patterns
The CloudC
Mobile Strategy Pyramid
PLAY #6: BUILD YOUR CONTENT MARKETING STRATEGY AROUND MOBILE
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Offsite / Multi-channel content
Plan for mobile distribution
Consider app strategy
New measurement platforms are required
Email is Critical - Targeted email essential
Executive & Organizational Buy-In
Build Mobile KPIs as part of your organization
Competitive Benchmarking
Budget Creation
Editorial Calendar
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PLAY #7: OPTIMIZE FOR MOBILE DEVICES
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Optimize for Performance and Usability
Encourage & Enable Shareability
Optimize for Local (if relevant)
Stop using Flash
Fix metadata
Aim for Top 3 and Universal Search Placement
Decide on Responsive vs. Mobile Site
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PLAY #8: BUILD A MOBILE CONTENT ECOSYSTEM
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CONTACT GINZAMETRICSNorth AmericaGinzamarkets, Inc.444 Castro Street, 12th FloorMountain View, CA 94041+1-888-469-2707
Email: [email protected] our website: www.ginzametrics.com
AsiaGinzamarkets, K.K.Shiodome Shibarikyu Building 21F1-2-3 KaiganMinato-ku, Tokyo 105-0022Japan+81-3-6893-5580
Email: [email protected] our website: www.ginzametrics.jp