By 2014, the majority of web searches will be coming from mobile devices. Get ahead of the trend— optimize your SEO campaign for mobile search, by understanding the two most defining elements of mobile search: localization and social media.
1. SEO & MOBILE
LEVERAGE THE GROWING DOMINACE OF
MOBILE SEARCH TO INCREASE ROI FOR YOUR SEO
CAMPAIGN
Mathew Herrick
December 22, 2011
2. Leveraging Mobile for SEO
Complementing Web SEO To Increase ROI:
• Anticipate mobile’s growing dominance in search
• Understand unique mobile search behaviors
• Optimize your existing campaign for mobile
• Mobile SEO= Local & Social
• Empower your executive team with ROI metrics
3. Mobile Search: Past vs. The Future
THE PAST: Way back in 2009…
Type Of Device Used To Conduct Search
12%
MOBILE
PC/MAC
88%
4. Mobile Search: Past vs. The Future
MOBILE SEARCH WILL OVERTAKE Traditional
Search By 2014
—Source: Google
Type Of Device Used To Conduct Search: 2014
Projections
40%
MOBILE
PC/MAC
60%
5. Mobile Search Behavior Is Different
Dimension MOBILE Web TRADITIONAL Web Mobile Search
Engine Challenges
Keywords Few Characters Many/Descriptive Relevant Content
Based On Sketchy
User Input
Locations (And Critical Not So Critical Relevant Content To
Categories) A User’s Immediate
Location/Need
Devices/ Browsers Many, Varied Standardized Present Content In
Standardization Way To Insure Good
User Experience,
Regardless of
Device/Browser
Mobile Site Content Poor Generally Good Deliver Quality User
Standardization Experience From
Poorly Formatted
Raw Site Source
Material
Content Formats Mobile-Specific Generic Use Device Info To
Improve Results
6. Optimize Your SEO Campaign For
Mobile
• Use your existing
1 campaigns– No need to
rebuild
• Adapt for mobile by
2 mining your user data
eg,.What % of your users are
mobile, what pages do they go to?)
• Optimize the pages
3 that matter for mobile
Source—seomoz.com
7. What Matters The Most In Mobile SEO?
2 Things:
#1 MOBILE= LOCAL
• 95% of mobile search is local—Source: Google
• Example: ―Best Burgers San Jose‖
• Example: ―Parking Moscone Center‖
Optimize these first for LOCAL
• Contact info
• Phone numbers
• Directions
Then… Utilize 3rd party apps
• Yelp
• Google Maps
8. What Matters The Most In Mobile SEO?
2 Things
#2: MOBILE= SOCIAL
• Most Popular Search Term on Mobile?
Use social media to:
• Share content to increase referral visits
• Increase your PageRank through facebook
―likes,‖ tweets
9. SEO Campaign Now Optimized for Mobile…
Show Metrics and ROI To Executive Team
• With Bright Edge's comprehensive reporting, you get:
A platform that unifies all your SEO reporting
• Bright Edge delivers to you in one place all your SEO
metrics such as rankings, backlinks, indexing
coverage, as well as traffic and conversion metrics,
for multiple search engines.
• Executive and detailed reporting
• Bright Edge makes it easy to get high-level SEO
performance reports for executive visibility as well as
in-depth reports for SEO managers or analysts for
detailed analysis.
• Competitive, trends, and snapshot reports
• Bright Edge's flexible reporting allows you understand
your performance from any angle that you choose -
compared to your competition, over time, or on a
given day, week, or month.
10. Mobile search will soon dominate the
maket…
Be Prepared:
• Understand the smartphone revolution
• Anticipate mobile search trends
• Optimize your SEO campaign for a wide
variety of smartphones
• Think local and social
• Show your executive team the value of
mobile SEO and ROI
Notes de l'éditeur
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