Being found on Mobile - Mobile SEO Findability

Being Found on Mobile!Mobile Search Strategies, Tips, and Tactics

COPYRIGHT 2012 CATALYST. ALL RIGHTS RESERVED. APRIL 10, 2023 | PAGE 2

Speaker Bio

Dan Ouellette, @DOuellet

Director of Product Management SEO/SEM – Catalyst Online

12 years of internet experience ranging from design & development to SEO and product management

8+ years of search marketing experience working small as well as Fortune 1000 businesses

Regular contributor to industry blogs, featured author in Search Marketing Standard, webinar presentations, search training


Mobile Search Landscape


Today’s Mobile Search Landscape

Mobile statistics

• mobile searches have reportedly increased 200% to date in 2012

• 25-percent of YouTube traffic and 40-percent of YouTube views now stem from mobile devices, a 300-percent increase in 2012


Today’s Mobile Search Landscape

60% of consumers use mobile searches before buying.

Over 90% of mobile searches end in some type of action…visiting a business or purchasing, for example.

mobile searches will make up 25% of all searches in the world this year.


Mobile Search ConsiderationsWhy you need to focus on mobile search….

At The Open Mobile Summit - 3 Google executives said that a majority of Google's users will access its services through mobile devices in 2013

% of mobile traffic to your site is growing

You continue to recognize the incredible trending growth of mobile devices and you want to be prepared

Mobile is and continues to be a disruptive platform


Ways to Connect with Mobile Audiences

• SMS (short message service/text) MMS (multimedia message service)

• Email• Social Media• Mobile Apps• Mobile Websites (search)



Approaches to Mobile

1 Domain Based Strategy

2 Responsive Web Design

3 Dynamic Serving




Domain Based Strategies• www.brand.com• m.brand.com• www.brand/mobile.com• www.brand.mobi

Why?• If you’re attracting an audience for a unique mobile

experience make sure you deliver!• Different screen• Different browser • Got there via different search behavior

You’re trying to attract mobile users not desktop users

1



Grass stains



Pros Cons

Easier Implementation Costs of Maintenance

Unique Mobile Content Duplicate Content?

Better mobile experience Site popularity

Domain Based Strategies


Approaches to Mobile Responsive Web Design

• Google recommends• Single HTML code irrespective of the mobile device accessing

it, however, formatted using CSS. • Device agnostic.

Advantages of the responsive design approach:• 1 URL for search engines• More efficient crawling of content• Might attract more general audience

2


Approaches to MobileResponsive Web DesignReformatting desktop pages isn’t a mobile search solution.

Pros Cons

1 URL, no content duplication Possible redesign

Less expensive for maintentance Same content, not unique

Popularity of site is a non-issue Mobile focus isn’t there

No redirects needed


Approaches to MobileDevice-specific HTML

• Dynamic Serving• consumer experience will be better with different HTML

depending on the device type, you can use the same URL to dynamically serve different HTML/CSS based on the user agent or device profile.

• Vary HTTP header.

3

Pros Cons

1 URL, no content duplication Complexities w/implementation

Less expensive for maintentance Costs for maintenance

Different content

No redirects needed


So what’s my Mobile Search Approach?

Mirroring content on the site?

Highly customizable

Unique mobile experience?

Business Objectives

Target market/audience

How are you trying to engage a mobile user?


Your Mobile Search Strategy

Discovery/

Insights

KP Strateg

y

Content -

Optimize

Amplify &

Promote



DiscMobile Users are different- What are you user needs

How is mobile being used for your business- What tasks do you want them to

accomplish on the mobile site?- What is the time & place where they might

need your mobile site? i.e. Staples

What are the mobile site goals? - expand your reach and engage an audience

through multiple channels - Reviews – Amazon to Yelp- Revenue target- Brand or product awarenes



Disc. Look at your internal analytics data- What devices are they using

- What keywords are driving mobile visitors


Mobile Keywords


Keyword Selection

KWs

Google Adwords Keyword Research Tool


Keyword Selection

KWsConsider long tail keywords- Higher conversion rates- Lower bounce rates

Compare mobile vs. desktop keyword terms- Who owns the content?- How will I promote it?

Stay away from highly competitive terms- Little chance of winning unless = authority/expert- Check out the Google results pages

How do the terms integrate into other channels?


Mobile Content & Optimization


Content & Optimization

Content

1 Accessible ContentNo access, no relevance

2 Call-to-Action!Decrease bounce rateIncrease time on site


Content & Optimization

Content

Page Load Time Mobitest GoMoMeter

HowToGoMo.com

3


Content

Content

Be Short & Shareable

4Limited real estateShorter titles & Meta- Keyword centric

“Razor” focused keyword

term


Content

Content

Image Naming& ALT

5Add relevance- Keyword centric

- Bandwidth preservation

KW centric image naming & ALT tags

Gillette-proglide-power-razor.jpg

Gillette Proglide Power Razor for Men


Content

Content

Readability &Thumb Friendly

6

Smaller devices“Tap Errors”


Optimization

Content

Be Canonical7Single sourceof content

Desktop<link rel=”alternate” media=”only screen and (max-width: 640px)” href=”http://m.example.com/page-1″ >

Mobile<link rel=”canonical” href=”http://www.example.com/page-1″ >

Avoid Duplicate Content and use “Switchboard Tags”

“This is the Switchboard”


Optimization

Content

Localize8

Personalize titles/meta with city or metro area names

List a nearby locations

Populate location page with:• zip, city, state• Services/products• Unbranded KW• Map

Geo-targetingYour mobile Landing pages


Content

Content

Mobile Sitemap

9

Websites that serve only mobile content can provide Google with an XML sitemap. Non-mobile URLs should not be included.


Mobile Promotion & Amplification


Amplification

Promotion

Announce your mobile site on your desktop site

Optimize your desktop site!Mobile site may outrank desktop site

Blog about it (is it a unique mobile offer, etc..

Ability to sign in via social networksSocial sharing on your mobile site

Mobile coupons (local intent)

Email Marketing Media Plan Integration!


Amplification

Promotion

Linking Ability to give a site authority via “vote”

Desktop vs. Mobile Responsive & Dynamic = yes! Domain based = depends - Clear segmentation of desktop vs. mobile content- Effort could be doubled


Cross Channel Optimization & PromotionAreas of opportunity

Media Plan Content Calendar Paid Campaign Display Ads Social Media

Twitter Facebook Forums Guest Blogging

Local Search/maps Apps


Personalization

Social & Mobile

What’s the Future?

Disruptive

Thank You!

@Douellet

Technology

Being found on Mobile - Mobile SEO Findability