the savvy marketer's guide to mobile search

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#123webinar | @webmarketing123

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Our agency drives revenue. Not just clicks and traffic.

SEM

SEO

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Display

Video

Content Creation

ROI Tracking

Social

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Conversion Optimization

/ About Webmarketing123

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For real this time. 2014 is the year of mobile.

/ Guide to Mobile Search

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Mobile surpassed PC internet usage for the 1st time this year.

2014 is the year of mobile. / Guide to Mobile Search

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65% of online searches begin on a mobile device, yet only 16% of marketers have a developed mobile strategy.

Source: Search Engine Watch; HubSpot

Cross-device fluency is critical

93% of people who used mobile to research went on to make a purchase. Source: Google, Mobile Path to Purchase

/ Guide to Mobile Search

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Cross-device fluency is critical Yes, B2B marketers. This applies to you, too.

/ Guide to Mobile Search

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B2B leads mobile adoption.

of executives will purchase that product online using a laptop or desktop.

of executives use their tablet to conduct research for business products or services.

of executives use mobile to research a product or service for business.

77% 86% 93%

Source: Search Engine Watch; IDG Mobile Survey 2014

/ Guide to Mobile Search

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1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You

2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile

3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads

4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing

On the Agenda

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Mobile should convert at about 30% of your desktop conversion rate.

Evaluate conversion rate by device. / Optimize for Cross-Device Users

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TIP: Use Google Analytics “Devices” report to compare performance.

Evaluate conversion rate by device. / Optimize for Cross-Device Users

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•  Uses the same URL, but serves different code depending on visitor’s device.

•  One SEO strategy.

•  Requires two sets of

codes and two URLs. •  Error prone. •  Two SEO strategies.

•  Same code works

across all devices. •  Reduces room for

error. •  One SEO strategy.

Know your mobile choices.

Responsive Design Dynamic Serving Mobile Site

Source: Search Engine Watch, “Google’s Matt Cutts: Responsive Design Won’t Hurt Your SEO”

Responsive is Google approved!

/ Optimize for Cross-Device Users

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Get on the fluid grid. 1

* Use responsinator.com to assess the situation. Source: Moz, “The SEO of Responsive Web Design”

/ Optimize for Cross-Device Users

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Test your site across devices. 2

Make sure those CTAs don’t get lost! Source: Market8, “A Guide to B2B Responsive Web Design”

/ Optimize for Cross-Device Users

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Make all content accessible - always. 3

No matter how the grid slides, make sure users can navigate to all sections.

Source: Moz, “The SEO of Responsive Web Design”

/ Optimize for Cross-Device Users

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Optimize for touch screen. 4

Source: WebDesignerDepot, “How to Design a Responsive HTML Email”

Leave enough space around your buttons to avoid a frustrating mobile UX.

/ Optimize for Cross-Device Users

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Build for speed. 5

Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.

/ Optimize for Cross-Device Users

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1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You

2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile

3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads

4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing

On the Agenda

#123webinar | @webmarketing123

/Ace the Birds of Mobile Search

Remember Hummingbird?

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Revamped Google search to better support

Conversational Search.

Hummingbird debuted October ‘13. /Ace the Birds of Mobile Search

Increased accuracy for complex queries.

Greater emphasis on the Knowledge Graph.

Expected increase in spoken mobile search.

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/Ace the Birds of Mobile Search

Say hello to “Pigeon.”

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Revamps Google’s algorithm for

Local Search.

“Pigeon” debuted July 2014. /Ace the Birds of Mobile Search

Improves ranking by location and proximity accuracy.

Integrates local search closely with general search features.

Lift in rankings for local directory listings, like Yelp.

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Appease the birds of mobile. /Ace the Birds of Mobile Search

Start with our mobile SEO checklist.

1

2

Rank for long tail keyword queries with FAQ content.

Trouble shoot for major UX errors. Mobile sites have a 72% error rate. (Stat applies to sites with separate URL.)

3 Build profiles for local directory listings like Yelp and TripAdvisor if applicable.

4 Optimize your site for Google’s Knowledge Graph.

#123webinar | @webmarketing123

1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You

2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile

3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads

4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing

On the Agenda

#123webinar | @webmarketing123

Does mobile play a role in your current advertising?

/Build a Smart Mobile Ad Strategy

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If not, here are 2 reasons to start: /Build a Smart Mobile Ad Strategy

Estimated Total Conversions Improved reporting will give invaluable cross-device conversion insights & increase ROI on mobile ad spend.

AdWords Enhanced Campaigns Specific bidding features capture the “always-on” customer across: •  Device •  Location •  Time

Improved Mobile Bidding Improved Mobile Reporting

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Mobile is a key purchase influencer. /Build a Smart Mobile Ad Strategy

Source: Google; Mobile Path to Purchase

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Yet, consumers primarily convert in-store and across devices.

Mobile is a key purchase influencer. /Build a Smart Mobile Ad Strategy

Source: Google; Mobile Path to Purchase

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This makes attribution essential. /Build a Smart Mobile Ad Strategy

Close the loop by tying mobile campaigns to revenue in CRM.

#123webinar | @webmarketing123

1 Optimize for Cross-Device Users Make it Easy for the Prospects to Find You

2 Ace the Birds of Mobile Search Navigate Hummingbird & Pigeon to Win Mobile

3 Build a Smart Mobile Ad Strategy Accelerate the Sales Cycle with Mobile Ads

4 Get a Live Site Analysis Excel in Cross-Device, Mobile Marketing

On the Agenda

#123webinar | @webmarketing123

Schedule a free, 30 minute consultation!

Thank you!

Let’s Talk! Mike Turner, Director of Business Development

e: results@webmarketing123.com t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”

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