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By 2012, more than 20 percent of all search queries will come from a mobile device. Rich Devine, Director of Earned & Bought Media from ZAAZ presented this deck at SXSW Interactive 2011.While there is growing focus on creating mobile site experiences and applications, not enough businesses focus on their mobile search experience. Just because you’ve optimized search for the desktop doesn’t mean it works on a mobile device. Mobile search is different than desktop search—and for many businesses, it’s a critical step toward customer success. His discussion focuses on three core actions: how to shift toward new paradigms for successful search marketing that include local and hyper-local search experiences for mobile, how to optimize site designs for mobile search, and how to measure the performance and value of mobile search.
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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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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
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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
MORE THAN ORGANIC RESULTS
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UNIVERSAL SEARCH
MORE THAN ORGANIC RESULTS
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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