[webcast] the shift for driving search marketing success - part 2
TRANSCRIPT
Lift
Delivered. TRANSFORMATION 2015 | #AISMediaEdu
Brand Awareness
Buyer Engagement
Sales Performance
Copyright 2014, AIS Media, Inc.
Videos Articles Webinar Use Case Specs PR
SOCIAL
SEO
WEB
PRESENCE
MARKETING
AUTOMATION
LEADS / SALES
DESIGN
CONVERSION
Papers
CRM
1 2
3
5 DISPLAY
CONTENT
DIG
ITA
L M
AR
KE
TIN
G
CH
AN
NE
LS
PPC
TECHNOLOGY
4
Integrated Digital Marketing
ANALYTICS &
OPTIMIZATION
Mobile Has Surpassed Desktop
54.9
61.6
69.2
77.1
85.9 85.6
19.7
30.7
46
63.7
85.9
113.4
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
Bill
ion
s
U.S. Local Search Market: Mobile vs. Desktop
Desktop Mobile
Source: BIA/Kelsey
TRANSFORMATION 2015 | #AISMediaEdu
TRANSFORMATION 2015 | #AISMediaEdu
Connecting with the right audience, at the right place at precisely the right time.
TRANSFORMATION 2015 | #AISMediaEdu
Source: Google/Nielsen
of mobile searches are driven by speed and convenience. 81%
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“Research has shown that any delay longer than a second will cause the user to interrupt their flow of thought, creating a poor experience. We must deliver and render the above the fold (ATF) content in under one second, which allows the user to begin interacting with the page as soon as possible.”
https://developers.google.com/speed/docs/insights/mobile
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Page
Views Customer
Satisfaction Conversion
Rates
+11% +16% +7%
A 1 second decrease in website load time results in…
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50+ Sites Tested – How do you stack up?
Site Speed Performance Mobile-Friendly Technical SEO
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Recommendations Grade
Leverage browser caching
Serve static content from a cookieless domain
Specify a Vary: Accept-Encoding header
Minimize redirects
Remove query strings from static resources
Avoid bad requests
Minimize request size
Specify a cache validator
50 0-64 65-84 85+
Urgent
Fix
Needs
Improvement
No Change
Needed
70
100
100
Overall Grade Requests Load Time Page Size
91/100 70 9.81s 1.0MB 98
Performance
Example: Site Speed Performance Test
Results
100
100
100
TRANSFORMATION 2015 | #AISMediaEdu
Bad Signals Lead to Bad SEO
• Broken links • 404 errors • 301 (redirects) • Poor site map • Missing images tags
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Example: Technical SEO Analysis Details Below are the specific critical errors found on the website, which may adversely affect organic search rankings.
Violation Title Level Category Count
The description is missing. Warning SEO 471
The title is too long Warning SEO 7
The <h1> tag is missing Warning SEO 466
The <img> tag does not have an ALT attribute defined Warning SEO 464
The page contains broken hyperlinks Error SEO 44
The URL for the hyperlink is broken Error SEO 32
The page contains multiple canonical formats Error SEO 20
The page contains multiple <h1> tags Warning Standards 7
The description is too short Warning SEO 1
Total Errors 1512
+147% display campaign ROI
+418.75% page #1 rankings
+185.26% increase in organic
search traffic
Client Case Study
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TRANSFORMATION 2015 | #AISMediaEdu
Google’s Mobile-Friendly Icon How to Get the “Mobile-Friendly” Icon in Google Search Results
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http://thenextweb.com/insider/2015/02/26/google-will-rank-your-site-higher-if-its-mobile-friendly-starting-april-21/
“We see these [mobile-friendly] labels as a first step in helping mobile users to have a better mobile web experience. We are also experimenting with using the mobile-friendly criteria as a ranking signal.”
TRANSFORMATION 2015 | #AISMediaEdu
Question #5 Have you verified that your mobile site
passes Google’s mobile-test?
18%
82%
Yes
No
Previous Webinar Poll Results
TRANSFORMATION 2015 | #AISMediaEdu
Previous Webinar Poll Results
Question #6 How far along are you in terms of
developing a mobile-first strategy for
your digital marketing?
52% 35%
13% Haven't Started
Greater Than 30 Days
Less Than 30 Days
Question #5 Have you verified that your mobile site
passes Google’s mobile-test?
18%
82%
Yes
No
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REPORT: Mobile “Configuration” Errors Cause
68% Smartphone Traffic Loss
Source: Brightedge
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Does your site pass
Google’s mobile-
friendly test? Get your site analyzed. Free.
Details at end of presentation.
TRANSFORMATION 2015 | #AISMediaEdu
82/100 52%
50+ Sites Tested – How do you stack up?
Site Speed Performance Mobile-Friendly Technical SEO
2864
AIS Media Report Results: Website Performance Analysis
TAKEAWAYS FOR
SEARCH MARKETING
SUCCESS KEY 2015 1. Search marketing has evolved. Focus is on conversions, not just search
rankings and traffic.
2. “Mobile-friendly” design impacts search rankings. Make user experience a priority.
3. Create content with mobile audiences in mind.
TRANSFORMATION 2015 | #AISMediaEdu
Limited Time Complimentary Offer
FREE Website Performance Analysis
• Site speed analysis
• Google’s “Mobile-friendly” test
• Technical SEO audit
• 30-Minute consultation
Call: 404.751.1043
Email: [email protected]
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