Mobile Search:Challenges and Maximizing Traffic

Lauren MacPhail

Lauren MacPhail@LaurenMacPhail

Director, Search and Growth Marketing @ Macy’s- 9 Years in Digital Marketing- Agency/B2B/B2C across all tactics

2016 Is The Year Of Mobile…Again

We Know It’s Important.

Site/Organic Basics

Mobile-Friendly &Usability Score=80+

Paid Search Basics

We’re Good.

Then This Happened

HUGE Bucket Shifts

May-15

Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15-40%

0%

40%

80%

120%Non Trademark - Mobile - Sessions YOY%

SEM

Sessions YOY%

SERPs So Crazy

Text Ad Impressions and Clicks Rose

PLA Impressions Rose

SEM Budgets Exploded

What’s Left For Organic?

Finding More Traffic & Efficiency

Find Organic White Space

Depth

Funnel

Extend Content For Torso and Long Tail

Domain vs. Domain-Low Competition

-No Existing Content

Finding New Space

Scale Whenever Possible

What Do Your Customers Need Before They Need You?

After?

Seasonal, Trends, “How To”

Peripheral Digital Content

Paid and Organic, Together at Last

Marketers Have the Least Control Here

Trademark vs. Non-Trademark

Organic vs. Paid

Testing the Bucket Shift

Change is the Given, Decreasing Efficiency

1. There is Always More Traffic, More Content

2. Test Everything, Always.

Lauren MacPhailhttp://bit.ly/MobileSearch2016