being found on mobile - mobile seo findability

Being Found on Mobile!Mobile Search Strategies, Tips, and Tactics

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Speaker Bio

Dan Ouellette, @DOuellet

Director of Product Management SEO/SEM – Catalyst Online

12 years of internet experience ranging from design & development to SEO and product management

8+ years of search marketing experience working small as well as Fortune 1000 businesses

Regular contributor to industry blogs, featured author in Search Marketing Standard, webinar presentations, search training

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Mobile Search Landscape

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Today’s Mobile Search Landscape

Mobile statistics

• mobile searches have reportedly increased 200% to date in 2012

• 25-percent of YouTube traffic and 40-percent of YouTube views now stem from mobile devices, a 300-percent increase in 2012

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Today’s Mobile Search Landscape

60% of consumers use mobile searches before buying.

Over 90% of mobile searches end in some type of action…visiting a business or purchasing, for example.

mobile searches will make up 25% of all searches in the world this year.

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Mobile Search ConsiderationsWhy you need to focus on mobile search….

At The Open Mobile Summit - 3 Google executives said that a majority of Google's users will access its services through mobile devices in 2013

% of mobile traffic to your site is growing

You continue to recognize the incredible trending growth of mobile devices and you want to be prepared

Mobile is and continues to be a disruptive platform

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Ways to Connect with Mobile Audiences

• SMS (short message service/text) MMS (multimedia message service)

• Email• Social Media• Mobile Apps• Mobile Websites (search)

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Approaches to Mobile

1 Domain Based Strategy

2 Responsive Web Design

3 Dynamic Serving

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Approaches to Mobile

Domain Based Strategies• www.brand.com• m.brand.com• www.brand/mobile.com• www.brand.mobi

Why?• If you’re attracting an audience for a unique mobile

experience make sure you deliver!• Different screen• Different browser • Got there via different search behavior

You’re trying to attract mobile users not desktop users

1

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Approaches to Mobile

Grass stains

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Approaches to Mobile

Pros Cons

Easier Implementation Costs of Maintenance

Unique Mobile Content Duplicate Content?

Better mobile experience Site popularity

Domain Based Strategies

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Approaches to Mobile Responsive Web Design

• Google recommends• Single HTML code irrespective of the mobile device accessing

it, however, formatted using CSS. • Device agnostic.

Advantages of the responsive design approach:• 1 URL for search engines• More efficient crawling of content• Might attract more general audience

2

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Approaches to MobileResponsive Web DesignReformatting desktop pages isn’t a mobile search solution.

Pros Cons

1 URL, no content duplication Possible redesign

Less expensive for maintentance Same content, not unique

Popularity of site is a non-issue Mobile focus isn’t there

No redirects needed

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Approaches to MobileDevice-specific HTML

• Dynamic Serving• consumer experience will be better with different HTML

depending on the device type, you can use the same URL to dynamically serve different HTML/CSS based on the user agent or device profile.

• Vary HTTP header.

3

Pros Cons

1 URL, no content duplication Complexities w/implementation

Less expensive for maintentance Costs for maintenance

Different content

No redirects needed

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So what’s my Mobile Search Approach?

Mirroring content on the site?

Highly customizable

Unique mobile experience?

Business Objectives

Target market/audience

How are you trying to engage a mobile user?

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Your Mobile Search Strategy

Discovery/

Insights

KP Strateg

y

Content -

Optimize

Amplify &

Promote

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Your Mobile Search Strategy

DiscMobile Users are different- What are you user needs

How is mobile being used for your business- What tasks do you want them to

accomplish on the mobile site?- What is the time & place where they might

need your mobile site? i.e. Staples

What are the mobile site goals? - expand your reach and engage an audience

through multiple channels - Reviews – Amazon to Yelp- Revenue target- Brand or product awarenes

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Your Mobile Search Strategy

Disc. Look at your internal analytics data- What devices are they using

- What keywords are driving mobile visitors

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Mobile Keywords

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Keyword Selection

KWs

Google Adwords Keyword Research Tool

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Keyword Selection

KWsConsider long tail keywords- Higher conversion rates- Lower bounce rates

Compare mobile vs. desktop keyword terms- Who owns the content?- How will I promote it?

Stay away from highly competitive terms- Little chance of winning unless = authority/expert- Check out the Google results pages

How do the terms integrate into other channels?

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Mobile Content & Optimization

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Content & Optimization

Content

1 Accessible ContentNo access, no relevance

2 Call-to-Action!Decrease bounce rateIncrease time on site

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Content & Optimization

Content

Page Load Time Mobitest GoMoMeter

HowToGoMo.com

3

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Content

Content

Be Short & Shareable

4Limited real estateShorter titles & Meta- Keyword centric

“Razor” focused keyword

term

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Content

Content

Image Naming& ALT

5Add relevance- Keyword centric

- Bandwidth preservation

KW centric image naming & ALT tags

Gillette-proglide-power-razor.jpg

Gillette Proglide Power Razor for Men

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Content

Content

Readability &Thumb Friendly

6

Smaller devices“Tap Errors”

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Optimization

Content

Be Canonical7Single sourceof content

Desktop<link rel=”alternate” media=”only screen and (max-width: 640px)” href=”http://m.example.com/page-1″ >

Mobile<link rel=”canonical” href=”http://www.example.com/page-1″ >

Avoid Duplicate Content and use “Switchboard Tags”

“This is the Switchboard”

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Optimization

Content

Localize8

Personalize titles/meta with city or metro area names

List a nearby locations

Populate location page with:• zip, city, state• Services/products• Unbranded KW• Map

Geo-targetingYour mobile Landing pages

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Content

Content

Mobile Sitemap

9

Websites that serve only mobile content can provide Google with an XML sitemap.  Non-mobile URLs should not be included.

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Mobile Promotion & Amplification

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Amplification

Promotion

Announce your mobile site on your desktop site

Optimize your desktop site!Mobile site may outrank desktop site

Blog about it (is it a unique mobile offer, etc..

Ability to sign in via social networksSocial sharing on your mobile site

Mobile coupons (local intent)

Email Marketing Media Plan Integration!

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Amplification

Promotion

Linking Ability to give a site authority via “vote”

Desktop vs. Mobile Responsive & Dynamic = yes! Domain based = depends - Clear segmentation of desktop vs. mobile content- Effort could be doubled

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Cross Channel Optimization & PromotionAreas of opportunity

Media Plan Content Calendar Paid Campaign Display Ads Social Media

Twitter Facebook Forums Guest Blogging

Local Search/maps Apps

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Personalization

Social & Mobile

What’s the Future?

Disruptive

Thank You!

@Douellet