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Webinar: Optimizing Local SEO and User Experience across Multiple Screens
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Transcript of Webinar: Optimizing Local SEO and User Experience across Multiple Screens
Optimizing Local SEO and User
Experience across Multiple Screens
Moderator:
Bill Connard, VP of Local Search Solutions, Rio SEO
Speakers:
Michael Martin, SEO Manager, Covario
Douglas Cohen, Interactive Marketing Consultant, ADT
@rio_seo / #localseo
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#DMDwc #RioSEO
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@rio_seo / #localseo
Today’s Presenters
Michael Martin
SEO Manager,
Covario
@mobile__martin
Douglas Cohen
Interactive Marketing Consultant
ADT
Bill Connard
VP of Local Search Solutions, Rio SEO
@rio_seo / #localseo
The Steps Necessary to Develop a Mobile and Local SEO
Strategy
Best Practice Local SEO for Desktop, Tablet and Mobile Users
The Importance of Delivering Optimized User Experiences by
Screen Size
ADT’s Local Search Results and Mobile Initiatives
What You’ll Learn
@rio_seo / #localseo
Mobile IS Local!
“Nearly 80 percent of local searches
on mobile devices turned into
purchases, with nearly 90 percent of
those purchases being in a physical
store...”
Neustar Localeze, comScore, 15 Miles (April 9, 2014)
@rio_seo / #localseo
Foundation For Mobile & Local
• Mobile Optimized Local Landing Pages
• Responsive or Separate Templates
• Mobile Recognition Technology
• Measuring Impact of Mobile and Local SEO
• Analyze & Measure Search Traffic
• Report on Click Activity by Device
• Building Link Equity to Local Landing Pages
• Data Syndication of Local URLs
@rio_seo / #localseo
Mobile Optimized Landing Pages
• Responsive Design vs. Separate
‘Templates’
• Dependent on Current Site Structure
• Layout and Structure of Mobile Experience
• Device Recognition
• Direct Users to Best Possible Experience
• Communicate Separate Mobile Pages
• Pointing Mobile Canonical URL to Desktop
Landing Page
@rio_seo / #localseo
Measuring Local SEO for Mobile
• Measure Local Search Traffic
• Organic Visits by Device
• Analyzing Mobile Traffic Patterns
• KPIs and Conversion Metrics
• Mobile Click Activity Reports
• Driving Directions
• Click to Call
• Coupons
• Social Sharing
• Etc.
@rio_seo / #localseo
Building Mobile Link Equity
• Syndicate Local Landing Pages to Big 3
Search Engines
• Google, Yahoo, Bing
• Attach Local Landing Page URLs
• Distribute to Entire Local Search
Ecosystem
• InfoUSA, Neustar Localeze, Acxiom, Factual
• Niche Directories
• Internet Yellow Pages
• In-Car GPS Systems
• Mobile Applications
• Social Networks
@rio_seo / #localseo
Poll Question
Which of the following are you currently doing? (check all that apply)
• Desktop local landing pages
• Mobile local landing pages
• Measuring Click Activity for desktop AND mobile
• Have claimed your Google, Yahoo, and Bing Listings
• InfoGroup
• Localeze
• Acxiom
• Factual
• None of the above
@rio_seo / #localseo
2014 State of Mobile Search
Percentage of Internet Use Worldwide Percentage of Search
Mobile Search is now over 33% of all search in 2014
@rio_seo / #localseo
Mobile Search Difference
Localized Terms(pizza, gas, store, police, zoo, hospital, phone, etc.)
41.7% of results are the same on a desktop vs. mobile
Generic Terms(laptop, servers, desktop, google, apple, windows, etc.)
26.5% of results are the same on a desktop vs. mobile
58.3% Variance in Results from Desktop vs. Mobile
73.5% Variance in Results from Desktop vs. Mobile
@rio_seo / #localseo
Mobile SEO Tactics
• Separate Mobile Site (m. or /m for example)
• Optimizing Title, Meta and content toward mobile intent
• Having rel canonical to the desktop version and rel alternate from the desktop
page to the smartphone version (and feature phone version when applicable)
• Responsive Web Design (RWD)
• Squeeze in mobile optimization with the desktop as its the same HTML
• Reduce load time (round times)
• Dynamic Serving (Adaptive Design/RWD 2.0)
• Optimizing Title, Meta and content toward mobile intent since it’s different HTML
under the same URL
• Implement the Vary HTTP Header on the server side so the mobile version of
Googlebot crawls
@rio_seo / #localseo
App Indexing – BETA TESTING
•Additional filter added to app manifest file
•Allows Google to index the content in the app
•Defines how to reach specific content in the app
Add Intent Filters for App Deep Links
•Use link rel = alternate to annotate the relationship between webpage and app deep link.
•Add to <head> section of the webpage or in the XML sitemap.
Add App Deep Links on the website •Configure the robots.txt file
properly to allow googlebot to make http requests on behalf of the app
Update robots.txt
• Google can now index content in your Android apps
• Deep links for these application will appear in Google
search results for signed-in Android users
@rio_seo / #localseo
Poll Question
What's your mobile strategy evolution?
• Don’t have one
• Will just use an app instead of a mobile site
• Adding a separate mobile instance (m. or /m) to our desktop version
• Applying responsive design to our desktop version
• Applying dynamic serving to our desktop version
• Going from responsive design to dynamic serving
• Mostly responsive design with select pages using dynamic serving
@rio_seo / #localseo
Desktop Users Want A
Robust Experience
Desktop Provides More Content
• Social Streams
• Reviews
• eCommerce options
• Loyalty Programs
• Lead Forms & Surveys
• News & Press Releases
• Coupons
• Larger Map
• More Graphics
Interactive, Engaging Features
@rio_seo / #localseo
Mobile Users Want A
Simplified Experience
Mobile Provides Focused Content
• Single Click Conversion Triggers
• Integrated Address & Directions
• Key info such as Promotions, Hours,
Products and Service listed as
bullet points.
• The map doesn’t dominate other content
• Slimed down App-Like Experience
Less Is More !
@rio_seo / #localseo
ADT’s Focus on Local Search
ADT Security Services
A National Brand
Making a Local Impact
@rio_seo / #localseo
ADT’s Focus on Local Search
Percentage of tablet vs.
Smartphone visits.
Mobile audiences may skew
towards Apple or Android.
Find the your most effective
desktop pages, and mobilize its
content with a responsive design.
Identify key geographic regions,
and optimize them first.
Plan and Test your Media according to your Analytics:
@rio_seo / #localseo
ADT’s Focus on Local Search
How ADT Drives Sales From Mobile
• Multiple Inbound Call Hot Links
• Top, Bottom, and Center
• Singular image in the header to focus
customer’s attention.
• Search Field to find a Local Office
• Location Identifier.
• Additional content dropdowns expand
or contract according to screen size.
@rio_seo / #localseo
ADT’s Focus on Local Search
How ADT Localizes Web Presence
• Tracking Numbers with a
Local Area Code
• Map
• ‘Appointment’ call to action
• NAP (Name Address Phone)
• Use NAP to be found
- Indexing & Ranking
• Use NAP to be Saved
- Stored in Phone Contacts
- Save location pinpoint in Google Account
@rio_seo / #localseo
ADT’s Focus on Local Search
Icon Embedded Player Video Content
As mobile screens are short on space,
consider video content in place of text & marketing copy.
@rio_seo / #localseo
Poll Question
What action do you aim for customers to take on your Mobile Page?
• Find and visit our place of business.
• Call us.
• Fill out a short lead form.
• Download an App – such as a Reward digital loyalty card, our
menu, or a proprietary application.
• Like or Share us on Social Media.
• Opt in for Email Notifications and Newsletters.
• Download a coupon.
@rio_seo / #localseo
http://digitalmarketingdepot.com
#DMD
Thank You! Questions?
www.rioseo.com