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Google & Mobile SEO
Mobile-Friendly Website SEO Best Practices
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Design for Performance
C R E A T I V E C L I C K M E D I A
Its important to consider that your mobile visitors are likely
to be limited by their devices.
Device Limitations
By using smaller image sizes and lower-quality videos you can
decrease the amount of data the user will need to load, which
can better ensure that your site operates quickly.
Image Sizes
Offer downloadable content in a variety of formats.
Stress free mobile navigation. Click to call buttons
and other “thumb ready” elements for mobile users.
Customized Experiences
Focus on User Experience
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C R E A T I V E C L I C K M E D I A
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Should be intuitive and large enough to click the
correct target
Navigation
Should be vertical, not horizontal.
Scrolling Should be easy to read without the need
to zoom
Content Form Submission
Short and to the point. Users
often in too much of a hurry
to submit long forms.
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Optimize for Local Search
C R E A T I V E C L I C K M E D I A
What is your audience intent?
Location & Contact Info
Hours of Operation
Price & Availability
Online Reviews
Track Mobile Keywords
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C R E A T I V E C L I C K M E D I A
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Near Me
Hours
Sale
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Inform Google That You’re Mobile: Design Element Considerations
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Responsive Web Design
C R E A T I V E C L I C K M E D I A
Google can crawl your content without requiring you to create any additional code
Crawling
Google is looking to see that your website is correctly setting the viewport for your visitors
Updates
Google recommends utilizing responsive design
Design
Separate Mobile Website Design
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C R E A T I V E C L I C K M E D I A
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Detection Google will not automatically detect that you have a mobile and desktop version of your site
Complications
URLs
Using different sites for desktop and mobile users, the
SEO becomes much more complicated
To identify a site that uses a separate mobile website, look
at the site’s URL
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Ultimate Tools Checklist for Mobile SEO
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Mobile Testing Tools
C R E A T I V E C L I C K M E D I A
Google Mobile Friendly Test
Google Page Speed Insights
Feed the Bot
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Ranking Factors
C R E A T I V E C L I C K M E D I A
Fun Fact: There are Over 200 factors that affect Google’s ranking Algorithm!
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Keyword Planning
C R E A T I V E C L I C K M E D I A
Google Keyword Planner
Paid Tools
User Intent
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✉ [email protected] 732-861-1302 We are here to assist you 8am to 6pm
Get In Touch With Us
Great marketing is what happens when
art, technology, and psychology collide.
Adam Binder, Founder
AN ONLINE ADVERTISING SERVICE THAT ENABLES ADVERTISERS TO
COMPETE TO DISPLAY BRIEF ADVERTISING MEDIA TO WEB USERS, BASED
IN PART ON KEYWORDS, PREDEFINED BY THE ADVERTISERS, THAT MIGHT
LINK THE COPY TO THE CONTENT OF WEB PAGES SHOWN TO USERS.
WHERE DO I START
Do it yourself?
Not as easy as it use to be
Google has added many variables
Maybe Adwords Express
WHAT VARIABLES?
•Keywords
•Bid Price
•Ad Copy
•Type of Ad
•Network to Display Ad
KEYWORDS
Where do I get them
How many is enough
Bid? Bid How Much?
What Network to Display the Ads in
BANNER ADS
Google will approve the ad
TRUE VIEW FOR VIDEO ADS
How about a 30 or 60 second commercial instead of text ad
REMARKETING
CONVERSIONS AND ANALYTICS
How do I know it is working?
•Cookies – Conversions in Control Panel
•Landing Pages
•Google Phone Number
Agenda
Why Use Google Analytics
The 4 Basic Elements of Google Analytics
5 Things You Need To Measure
Setting Up Google Analytics
Why Google Analytics
• Understanding what marketing is/isnt working
• Keep people on your site (less bounce)
• Make it easier to find what customer wants faster
• Make your website comprehensible
• Drive action
• ITS FREE!
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Know Your Audience
Google Analytics Allows You To Find Out Who Your Core Audience Is So You Can Focus On
Who To Target Your Marketing Efforts To
• Male vs Female
• Age
• Location (Top City)
• Device (Mobile or PC)
• Affinity- Behavior
Source: 27
The 4 Basic Elements of Google Analytics
• Visitors: number of visitors, number of page
views, unique versus returning visitors
• Traffic Sources: Direct, Referral, Search
Engine & Social
• Content (site Interactions): top content, entry
pages, exit pages, navigation paths
• Goals(outcomes): conversion rates,
conversion values, conversion paths, funnel
analysis
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What are the Basic Visitor Metrics to Look at?
• Page Views: Amount of views your website
pages are getting
• Visits: When someone arrives at your website
• Unique Visitors: Number of distinct people
visiting your website
• Time Spent: Amount of time a visitor spends on
your website/webpage
• Bounce Rate: people that upon arriving at your
website immediately leave
Source: 29
Bounce Rate: Here and Gone Probably To Your Competitor
• A Bounce Can Be……
– Clicking A Link To A Different Site
– Clicking The Back Button
– Typing In A New URL
– Closing A Window
• Individual page bounce rate is significantly
more important than overall site bounce rate
– Worry if over 50%
– Keep improving at 50%
– Aim for 25%
Source: 30
Bounce Rate Page
Causes for Bounce Rate
• Audience
– Right or Wrong
• Site Experience
– Overall Design
– Load Time
– Distractions
• Primary Message
– Message does not match campaign or
source
• Actions
– Hidden Navigation
– No Primary Action
– Confusing Navigation
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What are the Basic Traffic Metrics to Look at?
• Referring Sites: Where people are
finding your website & visiting from
• Top Search Engines: Search
engines people are visiting from
• Direct Traffic: Track the number of
visitors who come directly to your site
• Top Keywords: Top keywords people
are typing into search engines to
arrive at your website
Source: 32
Top Keywords Page
What are the Basic Content Metrics to Look at?
• Top Content: The most frequently
viewed content on your website
• Exit Pages: The amount of “exit” from
individual pages on your website
• Entrance Pages: The pages which
are most often used as “entrances” to
your website
• Navigation Paths: Allows you to view
how visitors got to a page and where
they navigated to after
Source: 33
Top Content Page
What are the Basic Goal Metrics to Look at?
• Total Conversions: Total number of conversions for all goals you created
• Conversion Rate: Ratio of visitors to your site who convert website visits into desired actions
• Funnel Visualization: Depicts the leaks your conversion funnel by showing which pages resulted in lost opportunities and where your customers go
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Funnel Visualization Page
5 Things You Need To Measure
1. Audience: Users vs. Sessions – Sessions are the number of times your website was visited. Users are unique people that come to the website
2. Audience: Mobile Overview – Google has put an emphasis on making sure your website is mobile ready
3. Acquisition: All Traffic – Referrals – This is where you can see which of your activities (social media and posting) is generating the best return on your
time investment.
4. Behavior: Site Content – All Pages – Knowing how many times a page is visited let’s you know where hidden opportunities may exist. The point was to
add a call to action (join our list, free report, etc.) to your most visited pages to increase conversions.
5. Conversions: Goals – Most of the time you measure a “Thank You” page after someone has signed up for your email or
newsletter. You can also measure the success for your ecommerce website.
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How to Optimize Efficiently
• Have a Plan
• Define Goals
• Measure Trends (i.e. Bounce Rates)
• Track Campaigns (i.e. Email Newsletter, Display
etc.)
• Be Methodical
Source: 36
Need More Visitors
Define Sources
Execute Campaigns
Google Analytics Tips
• Set up IP Filtering to exclude internal traffic
• Set up filtering to track full referring URLs
• Google Analytics URL Builder (UTM)
– Allows you track click through on calls-action by creating a custom URL
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Signing Up For Google Analytics
• Go to analytics.google.com and
“create an account”
• Information needed to set up
– Website URL
– Ability to edit website code (either by yourself
or with help from webmaster)
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Useful Links
• Google Analytics Academy
– https://analyticsacademy.withgoogle.com/explor
er
• Digital Analytics Fundamentals YouTube
Channel
– https://www.youtube.com/playlist?list=PLI5YfMz
CfRtZ8eV576YoY3vIYrHjyVm_e
• Google Analytics Blog
– http://analytics.blogspot.com/
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GOOGLE+
Google’s Social Media Platform
Interesting Facts
• Every month Google+ enjoys 48% more visits than Facebook
• Google+ 1.2 Billion Users - Facebook 809 Million Users
• 4 out of 5 Small Businesses have admitted to using Social Media to promote their businesses – 3 of them have gained new customers
• 46% of shoppers rely on Social Media to make a purchase.
• 80% of consumers say their purchases are influenced by social media
• Only a third of the 1.2 billion users on Google+ are active
• 76% of B2B Buyers use 3 or more channels for research
Google+ - 5 Steps to get Started
• Create a Google+ Page
• Complete your Profile
• Verify your page & Claim your vanity URL
• Add the Google+ Badge to drive Followers
• Link your YouTube channel to your Page
Google + Page
• Your Google+ page is your brand’s home on Google.
Click “Create a Google+ page to get started, then add
your company name and images to customize your page.
Next, tell visitors more about your brand in the “About”
section. Including a website and detailed description can
help customers find you across Google.
Screen Shot of Google+ Home Page
Profile Page
Screen Shot of Settings Page
Google My Business Pages
Social Media To Do
• Check all your profiles to ensure that your profiles and
listings are correct with current contact info.
• Have a profile on ALL platforms
• Be Active on the two where your potential/target clients
are
• Show Links to the platforms where you are most
current/Active and to your website
