Lakestar Media is a digital marketing agency that specializes in search engine optimization, pay-per-click, content marketing, and social media. The document discusses how mobile usage is growing rapidly, with many users now relying on their phones for tasks like shopping and finding local information. It emphasizes that the intent and behaviors of mobile searchers differ from desktop users, and that sites need to optimize for "local" and "shopping" queries to succeed with mobile search engine optimization. The document provides statistics on mobile usage and growth, and outlines best practices for technical compliance and content optimization to ensure sites are ready for the mobile SEO revolution.

1. Are You Ready
For The
Mobile SEO
Revolution?
22nd September 2011

2. What makes us special!
passionate
rcially
expertise
mme aware
co e
errveiace
at siffe ent l gu
gre d
results driven five-stars
transparent pro fessional
Customer survey September 2010
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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3. Agenda
Hi, we’re Lakestar Media…
Who we are
l Specialists in Digital Marketing
l Offices in London and Manchester
Our History
l Founded in December 2007
l Privately owned
l 45 Employees
l 73 Clients to date
Our focus for our clients
l Increase sales and profit
l Reduce costs
l Get a healthy return on investment
Core Services
l Search Engine Optimisation
l Pay Per Click
l Daily News Feeds (Copywriting & Technology)
l Affiliate Marketing
l Display
l Social Media
A selection of our colleagues
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4. Why do we talk about Google (so much)?
84.46% 5.42%
www.google.com
www.google.co.uk 4.31%
www.bing.com
2.99%
uk.search.yahoo.com
1.37%
www.uk.ask.com
1.45%
Other
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5. Where can Google results be seen?
Desktop Tablet Smart phone
(mobile) (mobile)
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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6. Mobile Usage Statistics
79% 74% 95% 88%
“79% of smartphone “74% of smartphone “95% of smartphone “...88% of these users
consumers use their users make a purchase, users have looked for take action within a day”
phones to help with whether online, in-store, local information”
shopping, from or on their phones.”
comparing prices,
finding more product
info to locating a seller.”
“The Mobile Movement: Understanding Smartphone Users”, 2011
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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7. Mobile Usage Statistics
l Smartphones are most frequently used at home and on the go
(source: Google)
Home 93%
On the go 87%
In a store 77%
Restaurant 73%
Work 72%
0% 20% 40% 60% 80% 100%
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8. Mobile Traffic Growth Statistics
l Group of major UK businesses
l 43% overall traffic growth
l 253% mobile traffic growth
All Traffic Growth Mobile Traffic Growth
1000000 60000
900000
800000
50000 55943
874397
700000
40000
600000
500000 610590 30000
400000
20000
300000
200000
10000 15866
100000
0 0
Aug 2010 Aug 2011 Aug 2010 Aug 2011
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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9. Google Is Pushing Mobile Hard In 2011
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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10. The Medium Is The Message
vs
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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11. Mobile Intent Is Different
Desktop Mobile
l Informational l Navigational
l Navigational l Geographical
l Transactional l Transactional
8.8 million UK mobile owners
used an app that connected to
the internet during April 2011,
with Google Maps ranking as the
most accessed app with
6.4 million unique users
(GSMA / comScore, 2011)
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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12. Mobile and Desktop Searchers
Are Different
l Comparison of top traffic drivers Desktop Mobile
for desktop and mobile coop co op
co op coop
l Higher proportion of co-op co-op
“navigational” searches for cooperative cooperative
mobile users co-operative co op opening times
somerfield coop opening times
l Desktop heavily biased towards
co operative co operative
pure “informational” searches
the cooperative somerfield
www.co-operative.coop/membership cooperative food
cooperative food co-operative
coop food coop food
the co-operative the cooperative
co-op food co op food
www.co-operative.coop coop store locator
co op food the co op
co-operative membership co-op opening times
coop membership co op opening hours
cooperative membership coop membership
co-operative food the coop
co op opening times www.co-operative.coop/membership
the co op co op store locator
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13. Google Shopper
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14. Shopping, Local and
being Above The Fold
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15. Google Wallet
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16. Technical Mobile
SEO Compliance
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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17. General Best Practice
l Apps are no good from an SEO perspective; dedicated
mobile websites have the furthest reach
l Host on an m subdomain
e.g. http://m.ad-tech.com/
l Duplicate content is not a problem as long as best-
practices are adhered to
l Stop search engines from transcoding your content for
mobile use
l Detect and redirect users to mobile content depending
on user agent
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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18. Mobile XML Sitemaps
l Some websites rely on these to keep mobile pages out of desktop search engine indexes
l Same as regular XML sitemaps but with a <mobile:mobile/> tag
l Ensure that its location is referenced in robots.txt and Google Webmaster Tools
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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19. Validation is important for mobile SEO
l Mobile devices are much more
finicky than desktop browsers,
so clean code is critical
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20. Local and Shopping
l Google Product Search (shopping)
feed management is deceptively
complex
• Strong identifiers
(brand mpn and gtin)
• Sept. 22nd Changes
l Many businesses have not claimed
and optimised their Google Places
(Maps) listing
l Critical to optimise for Local and
Shopping for mobile SEO success
l “Google Local Shopping” for online
retailers with stores
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21. Mobile SEO In 5 Points
1 Mobile users have different intent than desktop users
2 The mobile medium fundamentally changes how users intact with the Web
3 “Local” and “Shopping” are the two key channels to optimise
4 Clean, valid code is not important for desktop SEO, but critical for mobile SEO
5 The data shows that 2011 really is the year of the mobile
Are You Ready For The Mobile SEO Revolution? – 22nd September 2011
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22. Thank you for your time
Neil Yeomans
Head of SEO
0161 8747 368
neil.yeomans@lakestarmedia.com
http://www.lakestarmedia.com
http://twitter.com/neil_yeomans
Stand 254
Get in touch for free SEO advice
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