More Related Content Similar to Mobile’s Brave New World for Search and Social Marketers (20) More from Social Media Breakfast Madison (6) Mobile’s Brave New World for Search and Social Marketers3. About Brian
Search and Mobile Marketing Expert
Founder of Pure Oxygen Labs
Strategist, Speaker, Columnist
Prior Product VP / COO Netconcepts
Launched Enterprise SEO Automation
Led firm to M&A with Covario in 2010
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
4. About Pure Oxygen
Rocket Fuel for Multi-Device Marketers:
Higher Search rankings
More App downloads
Greater Social Engagement
Enhanced QR performance
Subject Matter Experts:
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9. 100M US Market. Growing at
50%
66%
55%
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10. 40M US Tablets. Growing at 100%
Source: comScore, 2012
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16. The Digital World At Our
Fingertips
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17. We Search for Value
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18. We Act More Immediately
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19. We Engage More Socially
• Mobile devices drive 55% of Facebook
traffic and over 55% of Twitter’s
• Facebook is most popular app across
iOS and Android devices
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
20. We Consume TV Differently
• 84% of smartphone owners use while
watching TV
• 58% of tablet owners use it to "watch
TV" in the home
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21. We Shop Smarter
Source: thinkwithgoogle.com, 2012
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22. We Abandon More Easily
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23. Across Apps and Web
Source: thinkwithgoogle.com, 2012
“Customers don't distinguish between mobile web
or app. They must be connected.”
-Chris Payne, VP eBay North America, 2011
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27. Keys to Defeat the Matrix
#Dominate Mobile Search
#Connect Web and Apps
#Link Physical and Digital
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30. Dominate Mobile Search
Information Architecture
Conditional redirect deep pages
Use flat, static keyword URLs
Keyword rich title tags
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31. Dominate Mobile Search
Mobile Channels Deep “m.” Pages
Deep Desktop Links
Free Mobile Site Analysis:
http://po2.co/msa
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
32. Dominate Mobile Search
Mobile Content
Relevant page copy
Good use of tags (H1, etc)
Crawlable UGC reviews
Mobile Links
Internally linked content
Optimal anchor text
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
34. Dominate Mobile Search
Tips for ranking your Facebook on Page 1:
Read more: http://po2.co/optimizefb
Social profiles have supermassive link equity
Check your profile‟s PageRank score:
http://www.prchecker.info/check_page_rank.php
Avoid linking solely through this icon
Consider adding 1-2 keywords to profile
• Optimize page title and heading tag
Add good keywords in Facebook „About‟ fields
Include brand in anchor text links to your profile
Link from other social profiles
Link using redirect tracking links
• Tracks crawl and click activity between social profiles
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
36. Dominate Mobile Search
Tips for ranking your Apps on Page 1:
App pages have supermassive link equity
Feature brand prominently in app name
Avoid linking solely through app icons
Link to profile from home page or footer
Include brand name in anchor text
Cross-promote to mobile users
Optimize press releases
Read more: http://po2.co/app-seo
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
38. Dominate Mobile Search
Don‟t forget about Local listings
Claim and optimize business profiles
Google Places/Maps and Bing Maps
Optimize for social networks that
provide location info through apps
• Facebook Places
• Foursquare
• Urban Spoon/Yelp
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
39. Connect Web and Apps
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41. Connect Web and Apps
Device OS If app‟s installed… If not installed…
www.pureoxygenlabs.com
42. Connect Web and Apps
URL scheme protocols for social apps:
Facebook -> fb://
• Eg fb://profile/144138275637883
Twitter -> twitter://
• Eg twitter://user?screen_name=CNN
Foursquare -> foursquare://
Pinterest -> pinterest://
Yelp -> yelp://
Read more: http://po2.co/appurls
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
43. Connect Web and Apps
Link iPhones / Androids into social app profiles
Learn your profile‟s URL within the app
Link mobile users to this URL
If app is not installed, send to mobile web page
See example: http://po2.co/fb
Measure clicks and engagement by device
Generate your app-aware Facebook URL:
Type http://twurl.co/facebook/{yourhandle}
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
44. Connect Web and Apps
Device-Type Facebook app Mobile web
TwURL for Facebook:
facebook.twurl.co/mms
Smartphone
Tablet
Desktop web
Desktop
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
47. Link Physical and Digital
Aim to provide value-added shortcuts
Video content
Download apps
Like/follow social profiles
Access ratings and reviews
Connect to maps/directions
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
49. Link Physical and Digital
Bigger bolder pixels are better
Use low density codes (21x21, 25x25)
Easier for more phones to read
Works from greater distances
Can be displayed in less real estate
Compress URLs to <30 characters
Strip out unnecessary URL information
Use abbreviated TLDs if necessary
Use the lowest EC (error correction) settings
Free QR generation guide: http://po2.co/qr-
guide
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
50. Link Physical and Digital
URL Input Error Correction QR Output
21
URL: http://xyz.co/a
Size: 15 characters 7% 21
25
15%
25
25%
29
30% 29
Pure Oxygen Labs LLC © 2012
www.pureoxygenlabs.com
51. Link Physical and Digital
Brand QR links without “bloating” QR
Secures the click decision
Avoid concerns of QR malware
Increase user confidence
• eg http://qr.domain.com/path
Encourages repeat clicks
Makes QR URLs recognizable
in QR browser history
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
52. Link Physical and Digital
Track your QR results wisely
Tell your QR what data to feed site analytics
Without tags, QR visitors anonymous
Avoid QR bloat: append tags after redirect
Measure and analyze QR performance
Use redirect tracking links for 3rd party sites
• Facebook, Foursquare, Android, iTunes, etc.
Analyze scans by campaign, device, geo
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
53. Link Physical and Digital
41 21
41 21
1) Desktop website URL:
QR-Optimized URL:
http://www.fedex.com
http://fedex.com/qr2
2) Directory info:
/us/ecommerce/index.html
3) Tracking tags:
?cmp=PAC-wecom-qr2-post
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
54. Link Physical and Digital
Optimize the Landing
Marketing needs control over QR links
• Dead QR URLs are source of QR fail
• Use dynamic QRs to update as needed
Deliver optimal user experience by
device, by OS, or by geography
• Route each device type to the appropriate
app for their OS version
• Segment tablet and smartphones to open
social apps vs social web
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
55. Link Physical and Digital
Device/OS Landing Page
Yola‟s Café App:
yolas.twurl.co/apps iOS
Android
Others
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
61. Thank You
Brian Klais | Founder, CEO
Pure Oxygen | @BrianKlais
brian@pureoxygenlabs.com
List of links: http://po2.co/SMB
www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
Editor's Notes Apple divorcing google apps http://www.morganstanley.com/views/perspectives/tablets_demand.pdfhttp://tabtimes.com/news/ittech-stats-research/2011/12/16/big-jump-99m-tablet-sales-worldwide-forecast-2012 40M have >5 devices in home Connectedtv: 123M units by 2014Mobile isn’t about the small screen. It’s about the many screens