Mobile growth demands more from content - Future Female Seminar

(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at [email protected]

Mobile growth demands more from content

Lauri Lähteenmäki, Senior Consultant, KliKKi

Future Female Meetup: Visibility loves content


Mobile phones in Finland Mobile web daily usage


CARDEALER.COM

NEW CARS USED CARS BRANDS MAINTENANCE

BUY THIS CAR NOW!

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae sodales arcu egestas sed. Maecenas ac erat dictum, finibus neque consectetur, venenatis elit. Etiam rhoncus elit mattis, feugiat nunc eu, rhoncus

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae

OFFER

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris, vitae

OFFER

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum tincidunt mauris mauris,

OFFER

OUR OFFICES LOSE REVENUE BRANDS

USED CARS

NEW CARS

BUY THIS CAR NOW!

STAGNATION

MAINTENANCE NEAR YOU

PRICES

BOOK MAINTENANCE

OUR OFFICES

MORE REVENUE


90% Of smartphone users

research online


Mobile searches – Finland

0,00 %

10,00 %

20,00 %

30,00 %

40,00 %

50,00 %

60,00 %

Google mobile searches (Tablets not included)

Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha

CAREFUL FORECAST


Mobile searches - Finland

0,00 %

10,00 %

20,00 %

30,00 %

40,00 %

50,00 %

60,00 %

70,00 %

Google mobile searches (Tablets not included)

Asusteet Matkailu Ruoka Terveys Urheiluvälineet Ajoneuvot Kirjallisuus Koti ja puutarha

FORECAST


CURRENT CONTENT

COMPETITOR-A.COM

COMPETITOR-B.COM

COMPETITOR-C.COM

COMPETITOR

CONTENT

ASK AND TALK TO YOUR CUSTOMERS

Do we have content for mobile demand?

COMPANY

INSIGHT

WHAT WE THINK OUR CUSTOMERS WANT WHAT WE

HAVE NOW WHAT OTHERS

OFFER WHAT CUSTOMERS

TELL US


Raw data

Do we have content for mobile demand? CURRENT CONTENT

COMPETITOR CONTENT

ASK YOUR CUSTOMERS

COMPANY INSIGHT

Competetive edge and investment Content creation and structure

What is target audience searching for?

What are most common search terms?

When are searches being made?

Current and potential visibility

Search behavior analysis

Who are our competitors?

Our mobile site vs competition

Our mobile app vs competition

Mobile products vs competition

Competitor analysis How is current content responding to search demand?

Are we missing content?

Site usage vs search demand

What are mobile users buying?

Content and usage analysis

Service planning and priorities

WHAT CUSTOMERS

REALLY LOOK FOR


Results ▪ Most searched content/categories ▪ What are mobile users buying vs

searching ▪ What kind of content has to be

created ▪ What content needs to be optimized ▪ How content needs to be prioritized

for mobile vs desktop ▪ What is needed to outperform

competitors

MAINTENANCE NEAR YOU

PRICES

BOOK MAINTENANCE

OUR OFFICES

MORE REVENUE


Improving visibity

Responsive website and content optimization for Google


Visibility is a challenge in mobile SERP

4 – 6 results 4 – 6 results

1 – 2 results


Improving mobile visibility via content optimization

Locality Every fifth search is local.

Markup Search experince is changing – stand out with structured data.

Speed - Lose the heavy stuff or do it really well


Local search - How to be visible Keyword, City and Place in landing page title

Name, Address, Phone number on page - Structured & visible

Google Business page -  Title -  Category -  Reviews

Local citations i.e. Yelp

Location keywords in content text

Reviews -  Quality -  Amount -  Frequency

Social -  Facebook, Twitter -  Google+ authority

Links to site


Markup – Stand out from Google results

Recipies – help you stand out from the crowd

Markup (structured data) Is website content with added standard data structure. Search engines use this structured data to i.e •  improve rankings •  Show improved

search results (rich snippets)

•  connect otherwise hard to find content to relevat search terms.

See http://schema.org

Products – Display price in search results

Events – Huge boost in visibility, events to search results

Reviews – Visibility and trust, improved CTR


Markup – how to? (product) <script type="application/ld+json"> [ { "@context" : "http://schema.org", "@type" : "Product", "name" : "Samsung Galaxy S5", "image" : "https://kauppa3.dna.fi/static/orderitems/samsung-galaxy-s5/samsung_galaxy_s5_white_image1_1.png", "description" : "Nopeat yhteydet ja innovatiivinen design", "url" : "https://kauppa3.dna.fi/sopimus/?offering=1106", "brand" : { "@type" : "Brand", "name" : "Samsung" }, "offers" : { "@type" : "Offer", "price" : "16,63 €/kk" } } </script>


Speed does not kill – priotize content with responsive site

•  Optimize images, minimize code and CSS

•  Avoid huge images / carousels •  Avoid landing page redirects •  Use content delivery networks (Global

sites) •  Priortize above the fold content

*Crazyegg 8/2013


Takeaways

•  Website content needs to meet mobile customer demand •  Website structure needs to support mobile user intrests

Companies needs to react as mobile becomes primary device

•  Analytics can only tell you how your current website performs •  Ask your customers and benchmark competition

Know what kind of content and services your customers are looking for

•  Be local – create optimize content for local demand •  Stand out – utilize structured data and markup for your content •  Be fast – Google (and users too) – spare no effort in optimizing page load times

Optimize content for mobile browser

Mobile growth demands more from content - Future Female Seminar

Marketing

Transcript of Mobile growth demands more from content - Future Female Seminar