The Savvy Marketer's Guide to Mobile Search

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For real this time. 2014 is the year of mobile.

/ Guide to Mobile Search


Mobile surpassed PC internet usage for the 1st time this year.

2014 is the year of mobile. / Guide to Mobile Search


65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy.

Source: Search Engine Watch; HubSpot

Cross-device fluency is critical

93% of people who used mobile to research went on to make a purchase. Source: Google, Mobile Path to Purchase



Cross-device fluency is critical Yes, B2B marketers. This applies to you, too.



B2B leads mobile adoption.

of executives will purchase that product online using a laptop or desktop.

of executives use their tablet to conduct research for business products or services.

of executives use mobile to research a product or service for business.

77% 86% 93%

Source: Search Engine Watch; IDG Mobile Survey 2014



1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You

2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile

3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads

4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing

On the Agenda


Mobile should convert at about 30% of your desktop conversion rate.

Evaluate conversion rate by device. / Optimize for Cross-Device Users


TIP: Use Google Analytics “Devices” report to compare performance.

Evaluate conversion rate by device. / Optimize for Cross-Device Users


•  Uses the same URL, but serves different code depending on visitor’s device.

•  One SEO strategy.

•  Requires two sets of

codes and two URLs. •  Error prone. •  Two SEO strategies.

•  Same code works

across all devices. •  Reduces room for

error. •  One SEO strategy.

Know your mobile choices.

Responsive Design Dynamic Serving Mobile Site

Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”

Responsive is Google approved!

/ Optimize for Cross-Device Users


Get on the fluid grid. 1

* Use responsinator.com to assess the situation. Source: Moz, “The SEO of Responsive Web Design”



Test your site across devices. 2

Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design”



Make all content accessible - always. 3

No matter how the grid slides, make sure users can navigate to all sections.

Source: Moz, “The SEO of Responsive Web Design”



Optimize for touch screen. 4

Source: WebDesignerDepot, “How to Design a Responsive HTML Email”

Leave enough space around your buttons to avoid a frustrating mobile UX.



Build for speed. 5

Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.







On the Agenda


/Ace the Birds of Mobile Search

Remember Hummingbird?


Revamped Google search to better support

Conversational Search.

Hummingbird debuted October ‘13. /Ace the Birds of Mobile Search

Increased accuracy for complex queries.

Greater emphasis on the Knowledge Graph.

Expected increase in spoken mobile search.


/Ace the Birds of Mobile Search

Say hello to “Pigeon.”


Revamps Google’s algorithm for

Local Search.

“Pigeon” debuted July 2014. /Ace the Birds of Mobile Search

Improves ranking by location and proximity accuracy.

Integrates local search closely with general search features.

Lift in rankings for local directory listings, like Yelp.


Appease the birds of mobile. /Ace the Birds of Mobile Search

Start with our mobile SEO checklist.

1

2

Rank for long tail keyword queries with FAQ content.

Trouble shoot for major UX errors. Mobile sites have a 72% error rate. (Stat applies to sites with separate URL.)

3 Build profiles for local directory listings like Yelp and TripAdvisor if applicable.

4 Optimize your site for Google’s Knowledge Graph.






On the Agenda


Does mobile play a role in your current advertising?

/Build a Smart Mobile Ad Strategy


If not, here are 2 reasons to start: /Build a Smart Mobile Ad Strategy

Estimated Total Conversions Improved reporting will give invaluable cross-device conversion insights & increase ROI on mobile ad spend.

AdWords Enhanced Campaigns Specific bidding features capture the “always-on” customer across: •  Device •  Location •  Time

Improved Mobile Bidding Improved Mobile Reporting


Mobile is a key purchase influencer. /Build a Smart Mobile Ad Strategy

Source: Google; Mobile Path to Purchase


Yet, consumers primarily convert in-store and across devices.

Mobile is a key purchase influencer. /Build a Smart Mobile Ad Strategy

Source: Google; Mobile Path to Purchase


This makes attribution essential. /Build a Smart Mobile Ad Strategy

Close the loop by tying mobile campaigns to revenue in CRM.






On the Agenda


Schedule a free, 30 minute consultation!

Thank you!

Let’s Talk! Mike Turner, Director of Business Development

e: [email protected] t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”


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The Savvy Marketer's Guide to Mobile Search

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Transcript of The Savvy Marketer's Guide to Mobile Search