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