Tips for your mobile SEO strategy - Search University 2013

In a multi-screen world
mobile search is on the rise
Tips for
your mobile
SEO strategy
Speaker: Tom Muyllaert
May 31st 2013

Mobile search is on the rise… Tips for your mobile SEO strategy – Tom Muyllaert
Hi ;-)
I am Tom Muyllaert

Hi ;-)
I am Tom Muyllaert
Digital marketing consultant

Let’s connect ;)
@tmuyllaert
tmuyllaert@reference.be
t:
e:

MOBILEis definitely on the rise

We navigate the world through our smartphones
Mobile appearance is critical

Zoom in on some facts

3.479.450
smartphone
owners in Belgium
Sources: Gfk retail & technology 2012 – Google Multi-screen world study 2012

3.479.450
smartphone
owners in Belgium
980.000 tablets
sold in 2012

3.479.450
smartphone
owners in Belgium
980.000 tablets
sold in 2012
90% of consumers
change daily
between different
devices to
accomplish a goal

MOBILEin the consumer decision journey

AWARENESS & DISCOVERY CONSIDERTATION
Opportunity for brands to
engage with digital customers
out of home
Couch surfing & shopping :
lifestyle activity & form of
entertainment
CONVENIENCE
EMPOWERMENT

Choose your medium

web
app

PROS
Content is web indexable
Device independent
Easier in development &
update
Search performance easier
to measure
Mobile web

PROS
Device independent
update
to measure
Mobile web
CONS

PROS
Device independent
update
to measure
Mobile web
CONS
Dependent on internet
connection
Limited hardware
integration
Bandwidth & browser
limited UX

PROS
Mobile app

PROS
Internet connection
independence
High hardware integration
Better graphic
performance & UX
Mobile app

PROS
Internet connection
independence
Better graphic
performance & UX
Mobile app
CONS

PROS
Internet connection
independence
Better graphic
performance & UX
Mobile app
CONS
Content is not web
indexable
Device & OS dependent
More expensive in
development & update
Search performance
harder to measure

Choose mobile web

Maximum
reach
Choose mobile web

Maximum
reach
Audience
distributed
over many
platforms
Choose mobile web

Maximum
reach
Audience
distributed
over many
platforms
UX focused
on content
consumption
& sharing
Choose mobile web

Choose mobile app

Audience
focused on
specific
mobile
platform
Choose mobile app

Audience
focused on
specific
mobile
platform
Require
complex
functionality
& hardware
integration
Choose mobile app

Audience
focused on
specific
mobile
platform
Require
complex
functionality
& hardware
integration
UX focused
getting things
done
Choose mobile app

The mobile web

Choose your medium
Mobile is not necessarily “on the go”

90% of tablet use

90% of tablet use
at home

90% of tablet use
Living
at home

90% of tablet use
Living Kitchen
at home

90% of tablet use
Living Kitchen Bed
at home

Choose your medium
Add context to search intent & behaviour

Choose your medium
How to market to context?

Context depends on

Context depends on
MOMENT

Context depends on
MOMENT LOCATION

Context depends on
MOMENT LOCATION GOAL

Context depends on
MOMENT LOCATION GOAL MOOD

Choose your medium
How to market to context?
Consistent brand experience

Customer

One URL or dedicated mobile URL?

Smartphone optimized? Tablet optimized?

Same content & keywords?

Dedicated mobile content & keywords?

Dedicated mobile content & keywords?
Site works well on all devices & browsers?

Define your objectives

Brand
driven

Brand
driven
Direct
response
driven

Where are you
today?

Look at your current mobile traffic

Check volumes in terms of traffic & conversions
Mobile, Mobile organic vs. Desktop, Desktop organic

Check visitor mobile devices

Check organic mobile keywords & landing pages

Deliver the right user experience

what expectations
do your customers
have from mobile?

what expectations
do your customers
have from mobile?
experiences

what expectations
do your customers
have from mobile?
experiences
context

When looking at search behavior

Mobile search behavior
[pizza bestellen] ± 13% mobile searches
/ month
[tankstation] ± 22% mobile searches
/ month
[samsung promoties]
± 6.5% mobile
searches / month

Choose the right content serving & design

Content serving & design decision
tree

Options to develop
your mobile site

Source: Aleyda Solis
Options to develop
your mobile site

1. 2.
3.
Options to develop
your mobile site

1. 2.
3.
1. Responsive
2. Dynamic serving
3. Seperate mobile site
Options to develop
your mobile site

pros
cons

Responsive design
PROS
Way less taxing on
Googlebot(s) (1URL – no
duplication)
Easier & cheaper to
maintain
Link popularity
consolidation

Responsive design
PROS
Way less taxing on
Googlebot(s) (1URL – no
duplication)
Easier & cheaper to
maintain
Link popularity
consolidation
CONS
Hard to target specific
mobile keywords with just
1 set of content
Lower mobile focused UX
Possible redesign need

Dynamic serving (RESS)
PROS
Way less taxing on
Googlebot (1URL – no
duplication)
Link popularity
consolidation
Ability to differentiate
mobile content & keywords

Dynamic serving (RESS)
PROS
Way less taxing on
Googlebot (1URL – no
duplication)
Link popularity
consolidation
CONS
Higher cost of
maintenance
Technical more complex –
Fewer standard practices

Seperate mobile site
PROS
Easier to implement

Seperate mobile site
PROS
Easier to implement
CONS
Higher cost of
maintenance
Split of link popularity
Taxing on Googlebot(s) –
possible duplication (m. /
.mobi)

Have a plan to promote your mobile site

promote in all
touchpoints

Print /
Outdoor
Video
TV
Radio
Events
CRM en e-mail
Dev Community
Press &
Magazine Search Engine
Marketing
App Stores
Website
sMobiele
Marketing
Display
Advertising
Social
Media
Seeding on blogs
exchange of visibility
SEO
SEA
iADS / Admob/…
Banners on own and
Partner desktop sites
Direct mail to
customers
SM connectors
Social sign-in
Copywriting,
Rating, testimonials
Digital signage in
POS, QR code
editorial
sponsoring
Promotion in the
POS
Radio
campaigns
promote in all
touchpoints

some examples

some examples
show you have a mobile version

some examples
social sharing (drives discovery)

some examples
discover on your
smartphone
read later on
your tablet

some examples
create a Youtube video

some examples
promote offline

Have a plan to promote your mobile site
Measure, analyse & optimise

To guarantee success,
spend 95% of your time
defining the problem
and 5% of the time
solving it.

Responsive-
RESS –
single URL
seperate
mobile site
– different
URL
Mobile app
Measurement options

Reponsive – RESS single URL
Watch out!

Reponsive – RESS single URL
Watch out!
You might want to exclude tablets

Responsive – RESS single URL

Separate mobile site
(m.yoursite.com)
Implement tracking code on mobile site
Treat the mobile site as a subdomain
Setup a separate profile to view data from the mobile
subdomain
– Check in the mobile overview report if you’re getting a lot of non-mobile
traffic (redirect problem?)

WRAP UP

Key takeaways
Focus on how to make life easier for your client across
channels & screens
Choose your medium wisely: mobile web vs. app
Get a good understanding of context
Offer a consistent brand experience
Promote your mobile presence in all relevant touchpoints
(implicit or explicit)
Measure, analyse & optimise performance smartphones
vs. tablets

Tips for your mobile SEO strategy - Search University 2013

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