Mobile Search Marketing SEMPDX - SearchFest 2013

@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

3. Organic+ Challenged

PAIDLOCAL ORGANIC

Mobile Search

Visibility Matters A LOT

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”

-90%

Mobile Search

Organic Search

@AaronWeiche

Mobile Search Best Practices

• 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

Organic Known Factors

@AaronWeiche

Mobile Search Best Practices

Responsive Advantages

+ User experience on all devices+ One URL, one set/version of content+ Links hit the same URLS+ Easier to maintain, one CMSBostonGlobe.com , Mashable.com

Mobile Site ApproachParallel Mobile Site Advantages

+ Control the user experience+ Features just for mobile user+ Better control over mobile SEO meta and content+ Better load timeAmazon.com , Ebay.com

Dynamic Mobile Site Advantages

+ Easier technical implementation + Better than desktop user experienceCNN.com , Zillow.com

@AaronWeiche

Mobile Search Best Practices

• 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

Future Factors

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Mobile Search Best Practices

Will the mobile user experience trump many ranking factors?

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

Future Factors

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Mobile Search

Local Search

@AaronWeiche

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

Local Mobile Search

• 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)

Local Ranking Factors

@AaronWeiche

Local Mobile Search

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

• Pure local results on mobile

Dominance

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Local Mobile Search

• Some directory profile pages carry significant weight

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

Directories

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Mobile Search

Paid Search

@AaronWeiche

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

-@w2scott

Paid Mobile Search

• 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

Enhanced Campaigns

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Paid Mobile Search

Enhanced Campaigns

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Paid Mobile Search

Enhanced Campaigns

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Paid Mobile Search

Enhanced Campaigns

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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

SOCIAL PROOF

PRICE DEFINE DO IT!

OUCH

@AaronWeiche

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

VISIT DEALS THEME / TIMING

WASTED

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Paid Mobile Search

Dominate the mobile SERP

• Combine paid and organic

Example: 7 location auto body shop• 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

Case StudyMobile PPC

Organic

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Paid Mobile Search

• Both Click to Call and directions sitelink • Give a better EXPERIENCE to the user with

paid search over organic result

Locations

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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

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

Landing Pages

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Mobile Search

The Mobile Experience

@AaronWeiche

Mobile

Mobile ExperienceThe Search & Context The Mobile SERPs The Mobile Experience

#1“My need, here & now”

@AaronWeiche

Mobile

Mobile ExperienceMobile Friendly = More likely to buy

67%Mobile Unfriendly = More likely to leave

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

@AaronWeiche

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

Mobile Search Best Practices

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

Responsive Preferred

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

@AaronWeiche

Mobile Search Best Practices

• 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)

Responsive SEO

@AaronWeiche

Mobile Experience

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

Case Study

@AaronWeiche

Mobile Experience

Great example of mobile experience for numerous locations

Subway

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Mobile Experience

Great example of mobile experience for e-commerce

lululemon

@AaronWeiche

Mobile Search

• The world of mobile search right now – Paid and Local are your best options

• Research and know your wrinkles and opportunities

• Ensure that once your result is clicked, it has the ability to deliver with a great mobile experience

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

Summary of Mobile PAID PAIDPAID PAIDPAID PAIDPAID PAIDLOCAL LOCALLOCAL LOCALLOCAL LOCAL

ORGANIC

@AaronWeiche

Mobile Search Marketing

@AaronWeiche

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

Blog: AaronWeiche.com

Thank you, let’s connect.

@AaronWeiche