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Is Mobile Search Important?
Neil WalkerSMX Advanced London 2012
@theukseo@seomaduk
Who am I?
@theukseo
Aims What role does Mobile Play?
Do people take actions via Mobile?
What the most popular mobile device?
Which Traffic Medium do browsers use via Mobile?
Do people search differently?
Is Click through Rate Different?
What tips can I use?
@theukseo
CaveatThe Data:
402 Google Analytics Accounts
58 Ecommerce Sites
100 Webmaster tools accounts
Multiple Verticals
70% B2B Websites
70% SME’s
Trusting Goals are set up correctly
Trust Ecommerce is set up correctly
All figures are averages
@theukseo
90%
4%
Search Engine Share (%)April 2012 - Experian
GoogleBingYahooAskOthers
94%
3%
Search Engine Share (%)April 2012 - Analytics
googlebingyahoosearch-resultsconduitaskaolsearch
Mobiles Role
@theukseo
Mobile’s Role
@theukseo
Jan-
10
Mar-1
0
May-1
0
Jul-1
0
Sep-
10
Nov-1
0
Jan-
11
Mar-1
1
May-1
1
Jul-1
1
Sep-
11
Nov-1
1
Jan-
12
Mar-1
2
May-1
20.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Mobile % of Website Visitors
Mobile %
Month
% o
f to
tal tr
affi
c a
s M
obile
Jan 20101.6%
Apr 201220.7%
Seriously?
@theukseo
Mobile’s Role
@theukseo
Jan-
10
Mar-1
0
May-1
0
Jul-1
0
Sep-
10
Nov-1
0
Jan-
11
Mar-1
1
May-1
1
Jul-1
1
Sep-
11
Nov-1
1
Jan-
12
Mar-1
2
May-1
20.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Mobile % of Website Visitors
Mobile %
Month
% o
f to
tal tr
affi
c a
s M
obile
Jan 20101.6%
Apr 201220.7%
Are People buying
?
@theukseo
Mobile Conversion
@theukseo
Jan-
10
Mar-1
0
May-1
0
Jul-1
0
Sep-
10
Nov-1
0
Jan-
11
Mar-1
1
May-1
1
Jul-1
1
Sep-
11
Nov-1
1
Jan-
12
Mar-1
2
May-1
20.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Mobile Conversion over Time
Mobile Goals %
Mobile Transaction %
Month
% o
f G
oals
or
Tra
nsacti
on a
s M
obile
April 2012
Enquiries (CVR)Desktop: 2.2%Mobile: 1.9%
Transactions (CVR)Desktop: 0.6%Mobile: 0.3%
6 Ecommerce Sites which actively worked on their
mobile sites saw an average of 144% Increase
in transactions year on year.
Which phones are
people using?
@theukseo
Devices
@theukseo
Android15% BlackBerry
6%
iPad32%
iPhone41%
iPod7%
Nokia0%
Samsung0%
Sony0%
SymbianOS0%
Windows Phone0%
% of Traffic from Mobile Devices
Android
BlackBerry
iPad
iPhone
iPod
Nokia
Samsung
Sony
SymbianOS
Windows Phone
80% Using Apple
Devices
Devices
@theukseo
(not
set)
Andro
id
Black
Berry
iPad
iPho
neiP
od LGLin
ux
Macin
tosh
MOT
Nokia
Palm
OS
Sam
sung
Sony
Sym
bian
OS
Win
dows
Win
dows
Phon
e0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Conversion Rate by Device
Total
Pro tip!
Concentrate on
Apple Devices
first when
developing!
Where will my visitors come from?
@theukseo
Mediums
@theukseo
11%
11%
18%54%
0%6%
Medium %
CPCDirectemailorganicOtherreferral
15% of Referrals were from Facebook
Pro tip!
Make sure you
capture data
for mailing lists
CPC Direct email organic Other referral0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
Conversion Rate by Medium (Trans-actions)
Total
Medium
Convers
ion R
ate
%
Organic Search
Behaviour
@theukseo
Search Behaviour
@theukseo
1 2 3 4 5 60
20000
40000
60000
80000
100000
120000
Mobile v Desktop - #keyword Driving Traffic
NoYes
Keyword Length
No.
of
Keyw
ord
s d
rivin
g t
raffi
c
Search Behaviour
@theukseo
1 2 3 4 5 60.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Mobile v Desktop – CVR %
NoYes
Keyword Length
No.
of
Keyw
ord
s d
rivin
g t
raffi
c
CTR
@theukseo
1 2 3 4 5 6 7 8 9 100.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Mobile CTR v Desktop
Sum of Smart Phone CTRAverage of Desktop CTR
Position
CT
R %
Top 5 Position is even more important for
Mobile Search
Pro Tip
@theukseo
Mobile Targeting
@theukseo
Red Shoes Onlinewww.website.com/RedShoesO2_Customers Get 5% Extra OffEnter ‘O2’ During Checkout
Mobile Targeting
Orange
T-Mobile
3O2
Vodafone
Red Shoes Onlinewww.website.com/RedShoesOrange_Customers Get 5% Extra OffEnter ‘Ora’ During Checkout
Red Shoes Onlinewww.website.com/RedShoes3_Customers Get 5% Extra OffEnter ‘3’ During Checkout
Red Shoes Onlinewww.website.com/RedShoes5% Extra Discount For VodafoneCustomers. Use Code ‘Voda’
Conclusion
@theukseo
Mobile Visit up to 20%
Conversion and Transactions still lower than desktop devices
but sufficient to make an impact
Apple Devices are still the top priority
Keep customer engaged via email is important for mobile
Search behaviour is similar desktop to smart phone
Top 5 positions are more lenient on Mobiles
Use Creative mobile targeting
@theukseowww.seomad.com
Thank YouNeil Walker