A deck we presented at the IAB in London on April 7 -- opening up a session on mobile search where Google and Yahoo and others shared their views on this key area.

1. Mobile Search - an extra or an essential? Simon Andrews simon@addictivemobile.com @addictivemobile

3. Mobile search forecastto be bigger than display

4. An extra or an essential? An extra “ When I have got Google working my priority is Bing and Yahoo. Mobile is a long way down my priorities”

5. An extra or an essential? An extra “ When I have got Google working my priority is Bing and Yahoo. Mobile is a long way down my priorities” An essential “Our customers are really into mobile so it’s crucial I get this right. And if my competitors are slow…”

6. Or maybe it’s both… “…mobile search is largely “additive” to PC search. …mobile queries spike when people are away from their desks — during lunch, on the weekends, etc.” Vic Gundotra - Google

7. Smartphone behaviour different to feature phones.. “What we found is that consumers who use high-end mobile devices, their search behavior is very similar to what we’re seeing on the PC” “Consumers are searching for info from a wide variety of topics – compared to a narrow variety when it comes to feature phones.” Diana Pouliot - Google

8. “The new rule; Mobile first” Eric Schmidt

9. Google is the key player Source – Opera – which excludes iphones etc

10. Search & social dominate mobile

11. Some things make more sense on mobile

12. Click to call Consumers that click to call are; 22 % more likely to be more relevant than other lead sources and 31 % were more likely to result in an appointment than other lead sources. Source; Google case study

13. Location Location makes search more actionable. 37% of local online searchers visited a business in person 46% of local online searchers contacted a business by telephone.

14. New opportunity for retail

15. Mobile SEO Same rules apply to mobile SEO as PC SEO But… Google can redraw your webpage to make it work better on mobile Mobile friendly pages not rewarded by page rank – yet!!!!

16. High degree of optimisation now possible |13 January 2008 |Course Title |16

17. More tools coming soon?

18. Smart people are wasting money

19. 3 key questions What % of site traffic comes from iphones etc How does your site perform on iphone and other smartphones? Is your mobile search turned on or off

20. Unlocking value Mobile searchOn Typically 5+% mobile Are landing pages optimised? Overall search performance compromised?

21. Unlocking value Mobile searchOn Typically 5+% mobile Are landing pages optimised? Overall search performance compromised? Mobile search Off Typically good volumes for most search terms Often lower prices as less contested

22. Top Tips Mobile search On Understand % of site & search traffic from mobile Are searches likely to be useful for searcher? Calculate cost of wasted searches = budget for mobile optimisation of site

23. Top Tips Mobile search On Understand % of site & search traffic from mobile Are searches likely to be useful for searcher? Calculate cost of wasted searches = budget for mobile optimisation of site Mobile search Off Understand size of mobile search opportunity Calculate impact of additional volume on business metrics = budget for mobile optimisation of site

25. It’s time to experiment

26. Thank You Simon Andrews simon@addictivemobile.com @addictivemobile