6. Be Available, Be Functional
Is your Website the
digital storefront
of your business?
http://panzner.typepad.com/.a/6a00d83451591e69e20134828491d6970c-pi
10. 18 years after Apple’s 1st effort…
“We’re at
the beginning
of the beginning
of a new era
of computing.”
Vic Gundotra - VP Google Engineering
11. Why now & why not Newton?
Connectivity
Compatibility
Capability
Power Supply
Impracticality
Positioned as alternatives to PCs, but users
thought they were “over-priced accessories.”
12. iPhone/Smartphones are Catalysts
Today’s
What does it cost
mobile technology people to adopt a
allows users new technology?
to do more
with less. What do they get
in return?
13. Your Web Visitors are On The Move
Mobile phones will
overtake PCs as the
most common Web
access devices
worldwide by 2013.
– Gartner
14. Q4 2010: Smartphone+Tablet > PC
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011
20. G5 Mobile Stats: Storage Industry
Q1 ‘10: Mobile is 2% of
unique visitors
Currently: approaching 10%
400%
< 1 year!
21. Why Invest in Mobile Web Now?
Mobile devices dominate PC sales
People are using mobile web
Online user behavior is evolving
Your competition is on mobile
Mobile is new opportunity
Google and everyone else is doing it
googlebot by rustybrick, on Flickr
http://www.flickr.com/photos/rustybrick/5033927531/
22. Making the Mobile Transition
company.com/
m.company.com/
mobile.company.com/
company.com/m/
company.com/mobile/
23. When to go Mobile: Strong Drivers
Traffic 2011
Demand
Just do it!
Need
Business Objectives
Broaden digital presence
Exhibit sophistication and/or leadership
Recognize the Mobile Trend and get ahead of curve
27. Mobile Web – A Few Best Practices
Design for mobile use cases
Redirect mobile requests
SPEED is critical
Links to Full site
Avoid Widgets
Validate & Test
Mobile Sitemaps
Analytics
28. Mobile Web Pitfalls
Bloat
Too many Images
External assets
javascript
Flash
Lack of Context
29. How to Capture the Mobile User
Optimized Content
Calls to Action
Integrated Communication
Mobile Marketing
PPC
Display
SMS
31. Let’s Get Back to Getting Found
Paid Advertising:
Context is Critical
Mobile is Personal
But what about SEO?
Mobile SERP Factors
Future Requirements
Mobile is Local (& Social)
32. Local Search
4 key emerging trends of how
consumers are using mobile*:
Entertainment
For immediate answers
For localqueries
Mobile is the ultimate shopping
companion
*Jason Spero – ThinkMobile conference 2/10/11
37. What is Search Engine Optimization - SEO ?
Search Engine Optimization (SEO) – Wikipedia definition: the process of
improving the visibility of a website or a web page in search engines via the
"natural" or un-paid ("organic" or "algorithmic") search results.
SEO may target different kinds of search, including image search, local search,
video search and industry-specific vertical search engines. This gives a website
web presence.
38. Why Do I Need a Mobile Optimized Site - SEO ?
Google is returning optimized mobile web sites ahead
of desktop results for certain mobile queries
Speed - i.e. page load time
Early stages for mobile, very dynamic
39. Why Do I Need a Mobile Search Optimized Site – SEO/Maps ?
Google’s Search Engine Results
Page (SERP) change –
social/mobile/directory intent
Driving traffic to Place Pages – also
referred to as Google Maps
40. Why do I need a Mobile Search Optimized Site – MAPS?
Provide local info, maps
Geo-targeting, Geo-fencing
41. How Do I Get a Mobile Search Optimized Website?
Develop internally: Follow general local search (SEO) and
mobile best practices as discussed earlier, including:
Website recognizable by a mobile device
Core relevant content – Name, Address, Phone Number
Speed, Consistency, no widgets or Flash
Simplified (but still prominent) calls to action
Page coding, Mobile sitemap, same platform as website
Claim Google Places (Maps) account
Populate listing to 100% completion, including NAP, logo,
photos
42. What is Pay Per Click Advertising?
Wikipedia definition: Pay per click (PPC) is an internet
advertising model used on websites, where
advertisers pay their host only when the ad is clicked.
With search engines, advertisers typically bid on
keyword phrases relevant to their target market.
It’s not “paperclip”
43. Why Do I Need Mobile Paid Advertising - PPC?
Visibility and branding – smaller screen
reduces real estate
Landing pages - control over which page
you send the visitor
44. Why Do I Need Mobile Paid Advertising - PPC?
Why do I need Mobile Paid
advertising?
Google’s feature expansion
Click tocall
Text ads
Links to App downloads
Ads with offers
Location extensions
45. How Do I Get Mobile Search Paid Advertising?
Develop Internally:
Dedicated resource with expertise
Ongoing campaign management – watch for ineffective
spending
Expand existing PPC campaigns in Google adwords to
include mobile targeting
Connect to Google Places accounts, integrate click to call
Google.com/mobileads
46. How Do I Get Mobile Search Optimization?
Don’t want to do it all in-house? Hire a firm that:
Specializes in optimization for local search
Manages Google Places (Maps) accounts
Has PPC expertise including Certified Google Adwords
Professionals
Integrates solutions across all 3 areas of SERP
Can integrate a mobile solution
Tracks and reports on ROI
49. Make the Mobile Transition
Think Mobile NOW – Adoption is Accelerating
Website User Behavior is Changing
Design for Context & Intent; Identity Where Possible
Consider Platform & Maintenance Requirements
Mobile Lead Capture: Similar but Different
Local Search is Increasingly Complex & Integrated
SEO, Maps, PPC, Social Interaction, Mobile
51. Contact Information
Booth #201
http://www.g5platform.com
1.800.554.1965
R. Aaron Warnock
Aaron.warnock@g5platform.com
Kim Evered
Kim.evered@g5platform.com
