Stop struggling with desktop optimization—the real action now and in future is in mobile. According to Google, consumers overwhelmingly turn to their mobile devices (94 % of the time) when the information they seek is local. Seventy-eight percent of these mobile local searches result in an offline purchase within a few hours. Don’t be left behind! Mobile local isn’t a ‘flavor of the day’ marketing trend; it’s the present-day reality for enterprise marketers trying to connect with highly motivated mobile consumers. Those lacking a focus on mobile are losing market share to their mobile local-savvy competitors. In this webinar Tyler Ludwig and Kent Lewis will take us through the key strategies for mobile success. Join us for this webinar and learn: • The mobile local playbook to make sure you’re mobile-ready • What a mobile-friendly site looks and feels like for consumers • How paid search can attract qualified leads • The importance of storytelling for the mobile users to maximize visibility and conversions

1. The Mobile Opportunity for Local and
Multi-Location Businesses
August 11, 2015 1:00 EDT (10:00 PDT)
Speakers:
Kent Lewis, President & Founder, Anvil
Tyler Ludwig, Director of Product and Product Strategy, Rio SEO

2. @rio_seo / #rioseo
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Today’s Presenters
Tyler Ludwig,
Director of Product and Product Strategy,
Rio SEO
Kent Lewis,
President & Founder, Anvil

4. @rio_seo / #rioseo
 The mobile local playbook to make sure you’re mobile-ready
 What turns off the mobile user
 How paid search can attract qualified leads
 Understand the importance of storytelling for mobile
What You’ll Learn

5. THE MOBILE LOCAL PLAYBOOK
TO MAKE SURE YOU’RE
MOBILE-READY

6. @rio_seo / #rioseo
Mobile Users Expect Great UX
Source: https://www.experiencedynamics.com/blog/2015/03/30-
ux-statistics-you-should-not-ignore-infographic
Responsive design for seamless experience
Mobile m. website for mobile content
Proper meta tags for search engine bots
Embedded media capabilities on mobile
Local search optimized store finder/locator

7. @rio_seo / #rioseo
Test If You’re Mobile Ready
Google Mobile-Friendly Test
www.google.com/webmasters/tools/mobile-friendly/
Check Google Search Console
Measure mobile analytics
Test your site on your phone
*Sample mobile-friendly tag in Google search results

8. @rio_seo / #rioseo
Ensure Users Can Find You
Recent Reports:
Big 3 Account for 96.3%
of US Search Traffic
http://rioseo.co/SearchEngineStats
(searchengineland.com)
Local Citations – Over 50% of
business search for business hours,
directions and local addresses
Industry Citations – Local companies
with a national footprint should look
for industry-specific citations
Niche Citations – get brand mentions
and co-citations on social outlets and
the trade organization websites that
their target market members belong to

9. @rio_seo / #rioseo
Monitor Your User Engagement
Facebook comments engagement
90% of consumers say their buying
decisions are influenced by online
reviews
Measure review sites that matter
most for your business
Be active on responding to reviews
and comments on various channels

10. @rio_seo / #rioseo
Boost Mobile Conversions
People are spending an average of 30
hours per month engaging with their apps
Drive app downloads from local landing
pages to gain insight into rich user data
Integrate additional elements for mobile
users like Wallet (formally Passbook) or
Google Wallet options for
coupons/promotions
“Mobile devices
last year used
before or during
shopping trips
influenced just
under one trillion
dollars, or 28%, of
in-store sales in
the United
States.”

11. @rio_seo / #rioseo
Measure Cross-Channel ROI
Measuring analytics from local landing
pages on desktop and mobile
Monitor user click and search activities for
granular insight into mobile behavior
Integrate local promotions, coupons or
downloads to drive conversions
Measure conversions from online to offline
with unique promo codes

12. @rio_seo / #rioseo
Poll Question
Are you currently doing any of the following in your mobile search strategy?
(Check all that apply)
• Have a website that is mobile-friendly
• Use responsive design
• Have separate experiences for mobile and desktop
• Have listed your local businesses on search engines
• Have listed your local businesses on sub-tier directories
• Have tools to monitor mobile user engagement
• Use enhanced content like app downloads or coupons targeted for mobile users
• Are measuring cross-channel metrics like call analytics or online to offline
conversions
• None of the above

13. WHAT TURNS OFF MOBILE USERS
AND IMPACTS YOUR BRAND
ONLINE

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Time/location-sensitive info
Scrolling pages
One-thumb navigation
Ignoring A Mobile Experience

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Quick facts/proof points
Minimalist contact form
Directions & contact info
Ignoring A Mobile Experience

16. @rio_seo / #rioseo
9% of the visits to our interstitial page
resulted in the ‘Get App’ button being
pressed.
69% of the visits abandoned our page.
These users neither went to the app store
nor continued to our mobile website.
“Gating” Content
http://googlewebmastercentral.blogspot.com.es/2015/07/google-case-
study-on-app-download-interstitials.html

17. @rio_seo / #rioseo
Poll Question
Do you currently have software to report on any of the following? (Check all that apply):
• Google rankings
• Yahoo! rankings
• Bing rankings
• Citation accuracy for NAP (name, address, phone #)
• Reviews for each location
• Average review rating by network
• Data accuracy in external data aggregators
• None of the above
• We do not currently have local reporting software

18. DRIVING QUALIFIED LEADS AND
CONVERSIONS WITH LOCAL PAID
MARKETING

19. @rio_seo / #rioseo
Localize, target & time your online ads
Test geo-fencing technology
Create a relevant call-to-action
Look beyond mobile search to social & apps
Click-to-call ideal conversion for many
Enhancing Local with Paid Search

20. @rio_seo / #rioseo
Shoppers check mobile devices before purchasing
Optimize for the ‘Micro Moment’
5 second rule
Minimalist landing/product pages
Mobile Specific Conversions

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Poll Question
Which mobile and local marketing strategies are you using today? (check all that apply)
• Local paid search ads targeting local businesses
• Mobile advertising using geo-fencing/geo-targeting
• Mobile app advertising
• Beacon marketing
• Local ad extensions like click to call features
• Do local advertising on social networks like Facebook
• Spend more on desktop advertising
• Spend more on mobile advertising
• None of the above

22. WHAT ARE THE GREATEST
OPPORTUNITIES FOR MOBILE

23. @rio_seo / #rioseo
60% of digital time is spent on mobile
Consumers look at their cell 150x daily
Provide information, entertainment or commerce
Storytelling for Mobile

24. @rio_seo / #rioseo
Cross-device campaigns & tracking
Social platform mobile ad options
Get in while it’s affordable!
Integrated Advertising

25. @rio_seo / #rioseo
In-app advertising and search
Beaconing/geo-fencing
Don’t forget email and SMS!
Evolving Technology & Behavior

26. @rio_seo / #rioseo
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Thank You! Questions?
www.rioseo.com #rioseo
www. anvilmediainc.com