Find out how to build a relevant mobile strategy, optimize your mobile platforms and drive local and mobile traffic.

1. Building a Mobile Search Optimization Plan
October 2013

2. MEET YOUR PRESENTER
Maxime Gaudreau, Eng.
VP, Innovation & Digital Performance
maxime.gaudreau@iprospect.com
Innovation at iProspect:
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Services Portfolio Development
Practice Leadership Program
New Opportunity Consulting
Organizational Change
Tools & Technologies

3. MOBILE ADOPTION

4. WHAT IS MOBILE?

5. HOW IS MOBILE DIFFERENT?
CONTEXT
DEVICE

6. MOBILE SEARCH OPTIMIZATION PLANNING
• Context
• Intent
• Owned
• Rented
1. Analyze
4.Measure
• KPIs
• Tracking
2. Build
3.Promote
• Paid Media
• Organic

7. 1. Analyze
Analyze
Build
Measure
Promote
Mobile Search in the Customer
Journey

8. WHY DO CONSUMERS SEARCH ON MOBILE DEVICES?
Speed & Convenience
Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html

9. MOBILES SEARCHES VARY BY CONTEXT
Source: http://www.google.com/think/research-studies/creating-moments-that-matter.html

10. In mobile search
Context is King

11. Relationships
(who & what)
Intent
(why)
Time
(when)
Types of
Context
Sentiment
(why)
Role
(who)
Location
(where)
Processes
(how)
© 2012 R Wang & Insider Associates, LLC.

12. SEARCH MARKETING IN THE CUSTOMER JOURNEY
Traditional vs. Mobile
First interaction
Awareness
Last interaction
Consideration
Intent
Decision
Mobile
Traditional

13. CONTEXT IN SEARCH QUERIES
“flights to boston”
Explicit aspect of query
+
“iPhone user, Montreal”
Implicit aspect of query
=
“I intend to find an iPhone-friendly website to shop
for flights from Montreal to Boston”

14. IMPLICIT INTENT IS GROWING

15. Takeaway #1: Analyze
Perform analysis of your customer journey to
build assumptions around your mobile audience
needs and context.
Action Items:
1. Understand the mobile nature of your business
2. Develop mobile use cases for your online
personas
3. Perform mobile keyword research and intent
analysis

16. 2. Build
Analyze
Build
Measure
Promote
Mobile Web Media
Optimization

17. OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE
“While many mobile sites were
designed with mobile viewing in
mind, they weren’t designed to be
search friendly.”
— Google Search Engine Optimization
Starter Guide, 2010

18. OWNED MEDIA MOBILE OPTIMIZATION: THE WEBSITE
“To improve the search experience for
smartphone users and address their pain
points, we plan to roll out several
ranking changes in the near future that
address sites that are misconfigured for
smartphone users.”
— Google, June 11th 2013

19. THE CUSTOMER SEARCH EXPERIENCE
The full site is
ranking, no
redirect to
mobile
Not a mobile page!

20. THE CUSTOMER SEARCH EXPERIENCE
The mobile
version should
be ranking
instead.

21. OPTIONS FOR MOBILE SITE
Responsive
Dedicated
Mobile
RESS
(Responsive Design
+ Server Side)

22. OPTIONS FOR MOBILE SITE: Responsive Layout
Starbucks
Responsive design is Google’s preferred option
Source: http://sixrevisions.com/mobile/methods-mobile-websites/

23. OPTIONS FOR MOBILE SITE: Dedicated Mobile
Walmart
Amazon
Source: http://sixrevisions.com/mobile/methods-mobile-websites/

24. OPTIONS FOR MOBILE: Responsive Design + Server Side
eHow
Slideshare
Source: http://sixrevisions.com/mobile/methods-mobile-websites/

25. ON-SITE CONSIDERATIONS THAT CAN AFFECT MOBILE RANKINGS
Common Mistakes:
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Faulty redirects
Unplayable video
App download interstitials
Irrelevant cross-linking
Slow page speed
Smartphone-only 404

26. LOCAL SEARCH & MOBILE DEVICES
Significant percentage of queries are by searchers
looking for local information.
Source: http://chitika.com/insights/2012/

27. MOBILE SEARCHERS NEEDS & EXPECTATIONS
Source : http://www.telmetrics.com/xadtelmetrics-mobile-path-to-purchase-study/

28. LOCAL PRESENCE OPTIMIZATION: GOOGLE+ PAGE
Query: “sports store”
from iProspect
office, iPhone
Top ranking result has
close location and strong
associated Google+ page:
https://plus.google.com/115615218594
564506930/posts?hl=en

29. Takeaway #2: Build
Optimize your web media for mobile devices and
customer experience.
Action Items:
1. Perform mobile searcher & website user
experience audit
2. Perform mobile SEO audit
3. Build a mobile website with a great user
experience
4. Optimize Google+ pages

30. 3. Promote
Analyze
Build
Measure
Promote
Gaining visibility in mobile
search

31. Mobile Offsite SEO Tactics
=
Traditional Offsite SEO Tactics
+
Local Presence

32. OPTIMIZING LOCAL VISIBILITY
Reviews
(native & 3rd party)
Google+ Social Signals
(+1’s & shares)
Citations
(accurate & consistent,
structured & unstructured)

33. MOBILE & PPC
• Location Bid
Adjustments:
Increase bids based on
particular towns or
business areas
• Location Extensions
with mobile strategy:
allocate specific location
extensions to your ad

34. MOBILE & PPC
• Call Extensions:
Use click-to-call
extensions to let
customers contact
your business
directly via their
phones through
mobile search ads

35. MOBILE & PPC
• Mobile Ad Sitelinks :
Specify pages that
mobile users might be
looking, for such as
“Store Finder” or
“Sales”

36. MOBILE & PPC
• Apps Extensions :
Drive downloads of
your mobile app on the
Google search page

37. Takeaway #3: Promote
Promote your mobile presence through paid and
organic search channels.
Action Items:
• Acquire links – traditional SEO
• Perform Google+ local offsite optimization
• Improve paid search ad targeting for mobile
users and devices

38. Measure
Analyze
Build
Measure
Promote
Tracking Mobile Search Success

39. MOBILE KPIS: MICRO CONVERSIONS
• Looking at mobile customer-tobusiness touch points
• Click-to-call
• Directions (map)
• Versions switching (between mobile
and full)
• Store locator (on mobile devices)

40. Takeaway #4: Measure
Establish performance KPIs for mobile and set
up appropriate tracking.
Action Items:
1. Identify KPIs based on key customer touch points
2. Track and measure KPIs

41. MOBILE SEO ACTION PLAN
1. Analyze
Understand the
mobile nature of
your business
2. Build
Perform mobile
searcher & website
user experience
audit
Develop mobile use
Perform mobile SEO
cases for your online
audit
personas
Perform mobile
keyword research
and intent analysis
Build a mobile
website with a great
user experience
Optimize Google+
pages
3. Promote
4. Measure
Acquire links –
traditional SEO
Identify KPIs based
on key customer
touch points
Perform Google+
local offsite
Track and measure
KPIs
Improve paid search
ad targeting for
mobile users and
devices

42. Q&A