Mobilizing Performance for Search -- SXSW 2011

Rich Devine

twitter:@richdevine

[email protected]

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Owned Media Creative | UX | Design | Site Analytics

Site Testing | Behavioral Targeting

Bought Media Paid Search | Display | Bought Media

Analytics

Earned Media SEO | Social | Earned Media Analytics

180 Employees

8 Offices

4 Countries

3 Continents

1 World-Famous Jaeger Machine

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ABOUT ZAAZ

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SXSW | MOBILE & SEARCH

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FIRST THINGS FIRST

MOBILE SEARCH IS

DIFFERENT

1. Same Index for Full Site & Mobile Site

2. Different Results

3. It’s all about relevancy – place, intent, device, person, history

4. Media is Splintered – and so is Search

5. Splintered for the marketer – sensible paths for the user

6. Success is predicated on finding actionable paradigms that

acknowledge new search behavior, functionality, and device

implications


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1. Search Paradigms – Yesterday & Today

2. Mobile is Local

3. Local is Social

4. Search Optimization vs. Search Engine Optimization

5. ‘How-to’s’ and ‘think-abouts’ for mobile search optimization

6. Analytics for Mobile Search is really just Good Analytics


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OLD SEARCH FUNNEL

PARADIGM

Category Keywords

Brand Keywords

Product/Geo

Keywords

Keywords


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NEW SEARCH FUNNEL

PARADIGM

Category Keywords

Brand Keywords

Product/Geo

Keywords

Keywords+Device+Locale

Stationary Device

Mobile Device

Local Search

Hyper-Local


Analytics & Optimization

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OLD PILLARS OF SEO

PARADIGM Usability

(Architecture)

Relevance

(Keywords)

Popularity

(Authority)

1.

2.

3.


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UNIVERSAL SEARCH

MORE THAN ORGANIC RESULTS


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• Organic Site Results

• News

• Images

• Social Content

• Video

• Local/Maps

• Music

• Shopping

UNIVERSAL SEARCH

PARADIGM


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Results are unique to the individual.

– Historical user behavior affects your search results

– Terms most frequently appended with geo-terms will trigger

blended local search results.

– Your login sessions change your results (Facebook, Gmail)


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UNIVERSAL SEARCH



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UNIVERSAL SEARCH



Analytics & Optimization

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Usability

(Architecture)

Relevance

(Keywords)

Popularity

(Authority)

1.

2.

3. Mobile-Local

Hyper Local

(Mobile-Social)

4.

5.

NEW PILLARS OF SEO

PARADIGM


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UNI-LO-SO SEARCH (A BUNCH OF DIFFERENT SH*T THAT GOOGLE THINKS IS

RELEVANTWHERE YOU ARE)

Organic

Results

News

Social

Local

Hyper-Local

Maps


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‘UNI-LO-SO’ ECOYSTEM

A NEW PARADIGM

Web Search (Universal)

– I‟m learning about, and where

Mobile Search (Local)

– Different Results than web;

relevance based on locale

Hyper Local (Social)

– Discovery and Expression of

local/social content via mobile

“when you get there”.


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• Yellow Pages

• Direct Mail

• 411

• Newspaper Reviews


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YELLOW BOOK

LOCAL SEARCH DIRECTORIES (Google Places, Dex, InfoUSA)

REVIEW SITES (Yelp, Urban Spoon, Amazon)

SOCIAL ACTIVITY TARGETING (Google Hotpot, Facebook Places,

Foursquare, Groupon, LivingSocial)

NEWSPAPER

REVIEWS

POINT OF SALE


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• Always on Location Awareness.

– Proximity based advertising

• Product /SKU Based Proximity

– Similar to current Service based results

• Social Integration with Web based Search

Results. (Ranking Factor)

• WOM recommendations based on past

activities and friends recommendations

• Augmented Reality

– (Yelp Monocle)


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Who is the winner?

Who is the loser?

Does big-brand

strength matter for

SEO?

What does this have

to do with mobile?


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Barbeque

Mobile – I’m in a

place, what’s near? – Mobile results different: built off of

local search + geo-location

– Proximity is key consideration

– Maps & Apps become search

engines



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Monetize your mobile efforts

– POS Activity

• Scan app or mobile site coupons

• Incentivize 4square or FB check-ins / activities

– Promote loyalty

• QR code offers for future visits

• Wifi usage w/ mobile device offers

• Retarget Facebook check-ins with FB ads

– Reinforce reputation / positive reviews

• “Yelp Loves Us,” “Top on Urbanspoon,” “Best of Citysearch”

• Encourage positive WOMM by incentivizing UGC

• CUSTOMER SERVICE!!

I’m here, transact & share?


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‘UNI-LO-SO’ ECOYSTEM

A NEW PARADIGM

Web Search (Universal)

– I‟m learning about, and where

Mobile Search (Local)

– Different Results than web;

relevance based on locale

Hyper Local (Social)

– Discovery and Expression of

local/social content via mobile

“when you get there”.


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SOME EXAMPLES &

HOW-TO’S


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Regardless of keyword – Google thinks local:

Local Listing Page Verification for Search Engines

• Google Places, Bing Local Listing Center, & Yahoo! Local

Profile

• 2nd Tier Listings & Directories – drives added SEO value

• Link Value

• Reviews Value

HOW-TO:

LOCAL LISTINGS


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• Method: Exclusively Mobile

• Intent: Guidance,

Recommendations and Sharing

• Example: 4square check-ins, Facebook

Pleas, Yelp check-in and reviews.

• Location Determination: GPS

Trick:

LOCAL LISTINGS (GETLISTED.ORG)


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600 Dealers in Local Markets

– Best Practices Syndication Handoff

• FAIL: Local markets ignored guidance (like they usually do)

– Centralized Mandating and Implementation

• FAIL: Validation Failure

Implementation: Reached out to Adwords Rep – Adwords Rep put in

contact w/ place quality control to allow for mass modification and

implementation. (NOTE: Not a formal Google Service)

Key Takeaways:

• You don‟t have to be a Gyro shop – you just have to have local presence

• However you do it… do it.


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• Unique Geo- for Unique Local Content

• Micro-Formating

– H-cards

– Global Footer Address for single location.

– Separate Pages for multiple locations.

Accessible via sitemap.

• GEO Coordinates – Street Address Specific

• Hours of Operation

• User Reviews (Operationalize)

• Product: Price, Description, and Attributes


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Mapping Applications (pre installed)

– Apple iOS: Google

– Android: Google

– Windows 7 Phone: Bing

– BlackBerry: User Selected

A strong local listings presence ensures

placement in major map POI directories:

• Google Places for Business

• Bing Local Listing Center

• Yahoo Local Profile



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“The content is the interface, the information is the interface, not

the‘computer administration debris’” (Tufte)

Desktop Mobile


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– Not ‘ubiquitous’ experience

• Mobile site should live on distinct sub-domain and be treated as it’s own

property and experience.

• Example: m.yoursite.com

– UX should meet mobile UX expectations.

• Focus on core activities that a mobile user needs, loose the superfluous.

• Degrade properly to appropriate mobile resolutions for tablet and phone

• Don’t force a ‘mobile’ experience – provide options

• Do not use incompatible technologies

– No Flash / Silverlight; HTML5 (HTML+JS+CSS) is cool.

– Video, if necessary, should be either YouTube embeds or h.264

– Think about Content

• Don’t be lazy on content – think about 1 : 1 content needs

• Search engines don’t have a mobile index and a www index

MOBILE UX101


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vs.


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UserAgent Mobile? NO

YES


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UserAgent Mobile?

NO

YES

What’s the Risk for SEO?

• Duplicate Content?

• Loss of Link Authority?


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UserAgent Mobile?

NO

YES

By using the m.url.com convention indicates intent to Google

that you are delivering a unique content experience.

A canonical tag could also be utilized to ensure the stationary

site is getting the authority.

Duplicate Content Problem? No.

Loss of Link Authority? No.


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If you’re lazy, then just provide a

user-opt link to the www version.

Problem! The Search Engine

experience still breaks.


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• When searchers perform a browser-based query, they expect to view the

result that they click on….We want to avoid auto-redirect to the homepage

• Build a content matrix (server-side site map).

• If there is a mobile version for the page – display the mobile version.

• If there is no mobile version for that page, then serve the WWW version to

deliver expected user experience.


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“Cheap hotels Seattle”

Mobile Browser

SEM ad redirects

to mobile home

page; user must

reenter criteria

WWW SEM ad serves unique

Seattle listings page


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WWW SEM ad traffics to

Hotels.com Seattle

listings page

Mobile SEM ad traffics to mobile site;

user must reenter criteria

“Cheap hotels Seattle”


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• Create SEM unique campaigns:

• Duplicate your campaign (mobile version & www version.

• Downside – lots of campaign maintenance, duplicated effort

• Upside – mobile „targetability‟, campaign independence; mobile

and www versions perform based on their own merits.


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• 1:1 content marriage of between www and mobile site versions.

• Use a Server-Side Content-Matrix

• User agent detection serves device appropriate landing page version.

• Upside – low maintenance

• Downside – lack of campaign independence and flexibility between

mobile & www landing pages.


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Adoption

Engagement

Efficacy

Mobile Site Visits

Media Source Metrics

# App Downloads

Geo Distribution

Frequency

Time Spent

Depth (pathing/duration)

Retention

Conversions

Efficacy of Media Sources

Other Transactions

Local Search Behavior


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Some Essentials

– First define what success means

– What are your business goals

– What are your respective goals for site & mobile

– Only focus on measuring and reporting metrics that align with goals

– The „Critical Few‟ vs. Data-Porn

– Can you make a decision from it?

– How does it affect the business?

Definition: Monetization Model

“Custom-built, performance model that

assigns monetary values to key

customer behaviors in order to

understand and express the value of a digital media channel.”

Monetization Model

Site Traffic

What is ‘Success’ here? Conversion

Monetization Model

Site Behaviors

Conversion ‘Micro’ Conversions (Key Digital Behaviors)

Monetization Model

Monetized Site Behaviors

Conversion

$ $ $ $ $ $

‘Micro’ Conversions (Key Digital Behaviors)

Monetization Model

Monetization for Mobile

Conversion

$ $ $ $ $ $

‘Micro’ Conversions (Key Digital Behaviors attributed to Mobile)


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Measurement

• Looking at Mobile in a silo – apart from your site, invites

attribution danger

• Look to measure the success of the business first, then

look at the channel, or the device

• Understand integration & halo effects

Documents

Mobilizing Performance for Search -- SXSW 2011