New Rules of Mobile Search: How Google's Latest Update Impacts You - Slides

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Google launched mobile friendly search labels on November 18th.

The time for mobile is now.


Get ready for a much anticipated mobile search algorithm update.

The time for mobile is now.

“We see these 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.” Google Webmaster Central Blog “Helping Users Find Mobile-Friendly Pages”


1 Know the State of Mobile Marketing Why Google is Paying Close Attention to Mobile

2 Deliver Top Notch, Cross-Device UX Prep for Google’s Anticipated Algorithm Update

3 Optimize for Mobile Search Ace KGO, Pigeon & Hummingbird to Win Mobile

4 Make the Business Case for Mobile How to Maximize Mobile Marketing ROI

On the Agenda


We’re in love with smartphones.

90% of U.S. adults own a cell phone.

58% can’t go more than 1 hour without checking.

40% take their phone to the bathroom.

44% sleep next to their phone.

Source: Mashable, Relationship Studies: Humans and Mobile

/ The State of Mobile Marketing


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


Marketers should love mobile, too.




93% of people who use mobile to research go on to make a purchase.

Source: Google, Mobile Path to Purchase


Yes, B2B marketers. This applies to you, too.




B2B buyers rely on mobile.

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







On the Agenda


Ace mobile-friendly UX. To earn a mobile-friendly label, your site must cover the basics.

Source: Search Engine Land, “Google Officially Launch “Mobile-Friendly” Labels in Mobile Search Results.”

1

2

Avoid uncommon software to mobile, like Flash.

Make sure text is readable without zooming.

3 Fit content to all screens so vertical or horizontal scrolling isn’t required.

4 Leave enough space between links.

/ Top Notch Mobile UX


Ace mobile-friendly UX.

•  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.

Responsive Design Dynamic Serving Mobile Site

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

Know your mobile development options.



Get on the fluid grid. 1

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



Test your site across devices. 2

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



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 touch screen. 4

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

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



Build for speed. 5

Source: SmashingMagazine, “SEO for Responsive Websites”

Check mobile load time with Google’s PageSpeed Insights.







On the Agenda


Appease the birds of mobile. /Optimize for Mobile Search

Start with our mobile SEO checklist.

1

2

Build a strategy around long tail keyword queries. (Think spoken search.)

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.


Remember Hummingbird?

/Optimize for Mobile Search


Revamped Google search to better support

Conversational Search.

Hummingbird debuted October ‘13.

Increased accuracy for complex queries.

Greater emphasis on the Knowledge Graph.

Expected increase in spoken mobile search.



And then there was “Pigeon.”



Revamps Google’s algorithm for

Local Search.

“Pigeon” debuted July 2014.

Improves ranking by location and proximity accuracy.

Integrates local search closely with general search features.

Lift in rankings for local directory listings, like Yelp.



Optimize for the Knowledge Graph.

This is how the Knowledge Graph explains the “Knowledge Graph.”



Google is pushing KGO in anticipation of increased spoken search on mobile.




Wikipedia

Freebase

Google+

Schema

These 4 elements make up the Knowledge Graph.




Does mobile play a role in your current advertising?



If not, here are 2 reasons to start:

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







On the Agenda


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

Evaluate conversion rate by device. / Make the Business Case for Mobile


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

Evaluate conversion rate by device. / Make the Business Case for Mobile


Calculate missed mobile opportunity.

# of Mobile Visitors Benchmark Mobile CVR

# of Marketing Qualified Leads

% Sales-Qualification Rate

# of Sales Qualified Leads

# of Marketing Qualified Leads

% of Closed Won Deals

Mobile Revenue

# of Sales Qualified Leads 1

2

3

/ Make the Business Case for Mobile


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

Mobile is a key purchase influencer.

Source: Google, Mobile Path to Purchase

/ Make the Business Case for Mobile


Schedule a free, 30 minute consultation!

Thank you!

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

e: [email protected] t: 800. 619. 1570

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

New Rules of Mobile Search: How Google's Latest Update Impacts You - Slides

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Transcript of New Rules of Mobile Search: How Google's Latest Update Impacts You - Slides