Mobile SEO Playbook

Presented at the GinzaMetrics Seminar in Tokyo, Japan

Transcript

1. CONTENT STRATEGYLOCALANALYTICS MULTI- DEVICE > “MOBILE”

2. INTRODUCTION2013 Will Be The Year Mobile Search Begins to Exceed Desktop Search 03

3. TRENDS1. Mobile Growth and Device Adoption2. The Word “Mobile” is Becoming Outdated3. Tablets Will Likely Replace Majority of Desktop Use Cases4. HTML5 & Responsive Web Design Continues to Grow but HasChallenges5. Mobile Ecommerce is Growing 03

4. 1. MOBILE GROWTH AND DEVICE ADOPTION 03

5. 2. THE WORD “MOBILE” IS BECOMINGOUTDATED http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/ 03

6. 3. TABLETS WILL REPLACE MAJORITY OFDESKTOP USE CASES DESKTOPS & LAPTOPS 03

7. 4. HTML5 & Responsive Web Continues to Growbut Has Challenges HTML5 03

8. 5. Mobile Ecommerce is Growing 03

9. 5. Mobile Ecommerce is Growing 03

10. MOBILE SEO PLAYS1. Understand the impact of mobile on your business2. Start tracking mobile search behavior and get user-centric3. Understand mobile search patterns4. Segment your traffic, keywords, content and users5. Plan for mobile first6. Build your content marketing strategy around mobile7. Optimize for mobile devices8. Build a mobile content ecosystem 03

11. PLAY #1: UNDERSTAND THE IMPACT OF MOBILE ON YOUR BUSINESSCritical Questions to Answer@ What is the impact of local? This will be fairly obvious for your business but deciding early whether you need to optimize for local search will have a big impact on your content strategy.Z What is the traffic breakdown by devices? Many companies are just beginning to measure the breakdown of traffic by device. Important KPIs to measure include not only traffic by device type today but, more importantly, month over month growth rate by device type.$ How does engagement differ by devices? You need to measure not only engagement and conversions broken down by device but also whether there is shared behavior between devices by a single user. 08

12. PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC Can you answer:How does engagement differ by devices per user? 09

13. PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC 09

14. PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC 09

15. PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC 09

16. PLAY #3: UNDERSTAND MOBILE SEARCH PATTERNS Benchmark Your Business Against Mobile Search Patterns Globally Globally Your Business Local Search Queries Retail-related Queries Branded QueriesQueries with Purchase Intent 09

17. PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS, CONTENT & USERS KeywordSegmentation is critical to Segmentation building SEO strategy Traffic Content User Segmentation Strategy Segmentation Content Segmentation 09

18. PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS, CONTENT & USERS Traffic Content Keyword User Segmentation Segmentation Segmentation Segmentation Location HTML Branded Demographics Devices Video Head Behavior Traffic Sources E-Books Long Tail Social Networks Conversions Images Campaigns LTV Apps Competitive Psychographic 09

19. PLAY #5: PLAN FOR MOBILE FIRST C The Cloud Mobile Design Patterns Responsive Web Design vs. Separate Sub-domainsContent Consumption on Smartphones vs. Tablets vs. Desktop Mobile Strategy Pyramid 09

20. PLAY #6: BUILD YOUR CONTENT MARKETING STRATEGY AROUND MOBILE3 Executive & Organizational Buy-In3 Build Mobile KPIs as part of your organization3 Plan for mobile distribution3 Offsite / Multi-channel content3 Email is Critical – Targeted email essential3 Competitive Benchmarking3 New measurement platforms are required3 Consider app strategy3 Budget Creation3 Editorial Calendar 09

21. PLAY #7: OPTIMIZE FOR MOBILE DEVICESQ Optimize for Performance and Usability2 Fix metadataR Encourage & Enable Shareabilityy Decide on Responsive vs. Mobile Site! Stop using Flash@ Optimize for Local (if relevant)s Aim for Top 3 and Universal Search Placement 09

22. PLAY #8: BUILD A MOBILE CONTENT ECOSYSTEM 09

23. CONTACT GINZAMETRICSNorth AmericaGinzamarkets, Inc.444 Castro Street, 12th FloorMountain View, CA 94041+1-888-469-2707Email: hello@ginzametrics.comVisit our website: www.ginzametrics.comAsiaGinzamarkets, K.K.Shiodome Shibarikyu Building 21F1-2-3 KaiganMinato-ku, Tokyo 105-0022Japan+81-3-6893-5580Email: hello-jp@ginzametrics.comVisit our website: www.ginzametrics.jp

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