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Mobile growth demands more from content
Lauri Lähteenmäki, Senior Consultant, KliKKi
Future Female Meetup: Visibility loves content
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Mobile phones in Finland Mobile web daily usage
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CARDEALER.COM
NEW CARS USED CARS BRANDS MAINTENANCE
BUY THIS CAR NOW!
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OFFER
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OFFER
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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
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90% Of smartphone users
research online
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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
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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
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at [email protected]
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
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at [email protected]
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
(c) Copyright KliKKi AB 2013. It is forbidden to copy this report in any manner. For permissions please contact KliKKi at [email protected]
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
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Improving visibity
Responsive website and content optimization for Google
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Visibility is a challenge in mobile SERP
4 – 6 results 4 – 6 results
1 – 2 results
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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
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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
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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
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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>
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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
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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
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